C‘It’s a way and way of shopping. On e-commerce, in single-brand stores, in multi-brand boutique: The options are varied, and consumer preferences vary over time. If in the pandemic period, for obvious reasons, online has ousted every other competitor, estimates for 2024 they are different and photograph a more varied panorama. THE Italian fashion shops they are back in the spotlight thanks to a widespread tendency to buy less and better, in line with the principles of sustainability (as well as with the lowering of purchasing power).
The new generations are decidedly more careful about where and what to buy, to the detriment of their wallet. According to estimates by theAltagamma Consensus 2024, the retail channel will remain in the lead this year with +7.5% in sales compared to two years ago; meanwhile, online will mark a +4.5%. But what future for wholesale? Both physical and digital, according to forecasts, suffers and loses its lustre, and will not see growth in 2024. Unfortunately, we add: because the shops that offer different brands, according to careful selections, are a heritage to be defended in the big cities, but also and above all off the beaten track.
Multi-brand boutiques, what future?
According to theAltagamma-Bain Worldwide Luxury Market Monitor 2023 in the last five years single-brand sales channels have grown three times more than multi-brand ones. The good news is that the pre-pandemic 52% market share could rise by a few points in the near future, considering that in 2030 the luxury market will be worth between 540 and 580 billion euros.
Contribute to the cause, for example defend Italian fashion shops which often represent real institutions for large centers, but also for provinces. Niche multibrands, which attract consumers for various reasons: the experience, the hospitality, the loyalty, the connection with the territory, the brands present, the location, the concept or the selection of pieces in store. On holiday, during discount periods or simply those who want to stand out, even when shopping: What are the names to know (and support) in the Peninsula?
The multi-brand Italian fashion stores to know in 2024
For the first category, this is an obligatory stop Franz Kraler. The luxury shop led by the third generation of the family is the unmissable destination for those who enjoy a snow holiday, whether in Trentino or the Dolomites. The Habsburg charm of the store is preserved in the name and in the “castle” that houses it, created from the annex of the Grand Hotel Dobbiaco, summer residence of Emperor Franz Joseph. Among the brands present, Moncler, Prada, Burberry: the store is also famous for the Cortina fashion week, a fashion event held every 7 and 8 December in the Cortina d’Ampezzo store.
The exterior of the Frank Kraler store in Cortina (Photo: Frank Kraler).
Weekend in Valle D’Aosta? The address to note is G&B, which boasts several locations in Courmayeur, Aosta and also in Ponte di Legno, a popular mountain resort in Lombardy. Under the guidance of Gianni Peroni, the fashion retail group has more than twelve boutiques located in various cities in northern Italy and Spain: among the most important, the men’s and women’s ones at the foot of Mont Blanc, which bear the signature of the architect Roberto Baciocchi and attract tourists to taken with ski holidays. To satisfy their shopping needs, the most popular luxury brands, from Loewe to Miu Miu to Vetements.
The interiors of Tessabit in Como (Photo: Tessabit/Isabella Magnani).
From North to south. Walking down the Boot, we meet Tessabit, the king of lakeside multibrands, with points of sale in Como, Cernobbio, Menaggio, Bellagio. The boutique celebrated 70 years in 2023 with an event at Villa d’Este. A business built by the hands of the Molteni family. Its 150 total windows are positioned in the most strategic points, often sign in partnership with luxury brandswith whom they sign exclusive pop-up stores: among the most recent, Dior And Amina Muaddi.
Macondo in Verona, an example of a trendy concept store
Exploit the territory, to avoid tourists and residents having to travel long distances to the big cities in order to visit the single-brand boutiques located in the nerve centers of the capitals. But at the same time offer the consumer the idea of single-brand shopping, following the current trend. Although it is undeniable that the essence of multibrand lies in concept, in the brands offered and in the proposals. A «maniacal, hybrid, curatorial, disruptive selection»: this is how he defines it, his, Manuel Marellihead of Creative and Buying at Macondoin Verona, prime example of a successful concept store outside the big cities. The boutique that takes its name from the fictional country of One hundred years of solitudethe famous book by Gabriel García Márquez, to face the period, focuses everything on a slow approach to research. «Tourists love our selection, they are quick and modern in their choice. Our regular customers are calibrated, on point, they have taste” says Marelli. The most loved brands? The latest Jean-Paul Gaultier, the recognizable Jacquemus with an affordable price to indulge in, the Quiet luxury Toteme and the Spanish Paloma Wool.
The entrance to Macondo in Verona (Photo: Macondo).
Who are Macondo’s customers? «On the site our international customers are often very young, especially those from emerging markets. Boomers still win in stores.” The other strategy adopted to defend itself from multi-brand Italian fashion stores: land (also) online, often with a wider offer than the physical store. He did it too Tiziana Faustifamous boutique of Bergamo, one of the reference multi-brand stores for him and her in northern Italy since 1979. In addition to the 1,200 m2 luxury building with 22 windows, which on the women’s floor hosts several prestigious shop-in-shops (Loro Piana, Celine, Givenchy, Valentino, Saint Laurent, Stella McCartney, Dolce&Gabbana, Chloé, Gucci and Balenciaga) it is also a popular destination online.
From Ratti, Pesaro to Nugnes, Trani
A surprising reality, if we consider that Verona and Bergamo, after all, are not that far from the large cities of the North. In the centre, among the names to mark, Rats to Pesaroin Marchebut also to Bologna (in collaboration with Folli Follie). A very long history, which has its roots in 1945. Founded by Pietro and Lucia Ratti, the store is now led by the third generation. In 2022, a careful restyling of the historic boutique in Pesaro made the spaces more modern, without losing the charm of the beginning. Among the brands present, Etro and Dior, Khaite e The Row. And around Romebut also to Terniin Umbria since 2007, Eleonora Bonucci. Specializing in footwear and leather goods, it includes a selection of men’s and women’s clothing from many brands, from Balenciaga to Bottega Veneta, from MSGM to JW Anderson, from Nanushka to Stussy.
Palazzo Pugliese, which hosts Nugnes in Trani (Photo: Nugnes).
Finally, the multi-brand Italian fashion stores of south and the islands. Among the many historic points of sale, the case of Nugnes to Trani, born as a tailoring shop in 1920, today among the most fascinating shopping destinations in Puglia and its surroundings. The result of a recent restyling, the boutique led by Beppe Nugnes it extends over over 1000 square meters inside the evocative residence of Palazzo Pugliese. Two levels and 17 display cases for more 250 brands: among those who have recently chosen Nugnes for exclusive pop-up stores, Gucci, Brunello Cucinelli, Stella McCartney. «International style, community, evolution», the secret to standing out, for a century now. An example to follow, in difficult times.
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