The Italian family company Nugnes, whose roots are in the tailoring and opened his first men’s boutique in 1956, ventures forward. The hybrid fashion retailer-with a range between classic luxury brands and streetwear-oriented capsules-drives its expansion forward with the takeover of the traditional luxury dealer Mimma Ninni and extends the branch network in the southern Italian region of Apulia in one fell swoop from one to four stores.
What Giuseppe Nugnes encourages about what expectations his clientele has and what long -term goals he pursues, the head of the company says in an interview.
You have just taken over the Mimma Ninni -based fashion dealer. How did it come about?
It is a long process that started over two years ago. At a time when the market was looking for a new explanation to burst the online luxury fashion bubble, thanks to a visionary management and experienced consultants: inside-we decided to strengthen the basics of our retail craft: a well thought-out, clever buying, a consistent omnichannel and customer-centered approach as well as the close connection to our home and our home Brand DNA.
What goal are you pursuing?
The step has enabled us to put the online channel into the service of the DNA of Nugnes as well as the needs and wishes of our end customers: inside-and not the other way around.
With this in mind, we have developed a new strategic plan with the aim of making Nugnes a “FABRIK of the amazement” – a place where the miracle of Apulia and the Mediterranean lifestyle can be felt in every encounter with the customer: inside.
Against this background, Bari was a conscious and deliberate next step that we actively sought – which finally led to the agreement with Mimma Ninni. For us, this is really like a relay handover-in the sense of a retail philosophy that we want to establish not only in Bari, but also in other places in the Mediterranean area.
Have you already completed the integration of the stores?
We have already integrated the two stores and the concept store, but to fully implement our vision, it will certainly take a few months. It is about buying as well as the creative orientation that we currently harmonize as quickly as possible – without getting any customers in Bari in the inside.
Are the sales areas renovated and adapted to the Nugnes product range?
Yes definitely. We are already working on the planning of a comprehensive restyling of the different areas in order to make the mind and the branded DNA noticeable in the boutiques in Bari.
They dared to take this step while the Italian fashion market apparently slowly recovered …
The market is gradually recovering – but we have consciously acted against the trend in recent years, and with a certain pride.
We not only took over Bari, but also fundamentally renewed our entire technical infrastructure and the omnichannel approach: from changing the ERP system to new product information management (PIM) to replat forming on Shopify Plus. Additional measures in the area of customer relationship management and the integration of AI-based services will follow soon.
How does the step forward for the fashion industry?
We are convinced that the growth and recovery of the industry is possible through a clever and sustainable return to investments – especially in innovation in order to make the shopping experience even more intensive, more personalized and inspiring. Fashion is – and must increasingly – be a market of experiences, not just a market for products.
How do you perceive the mood of your customers: in the inside?
Unfortunately, there is still too much negativity to the industry. Nevertheless, our announcements are very desire to experience fashion and to be inspired by the beautiful. At the same time, they are increasingly demanding authenticity, liability, a real experience, product and service quality as well as a lot of fair play from us and the brands.
Which fashion orientation is gaining in importance for your customers?
We are currently experiencing a new form of elegance. The key word for us is contemporary harmony. The teaching-and the shock-of the streetwear trend have not disappeared, but are increasingly processed and lead in a direction that is shaped by clarity, reluctance and sophistication.
Today there is growing attention in the design of one’s own style – not only through cuts and fit shapes, but above all through the combination of different materials: a connection of innovative fabrics with traditional processing.
The men’s fashion season SS26 has just ended. What is your conclusion?
Perhaps we are not in the most shiny phase of all time, but important signals, new ideas and emerging trends are emerging. Especially in such transition phases, those who brave courageously and with sense of the cause can lay the basics for a positive future.
Many brands are currently redefining their DNA and are looking for a more authentic interpretation of society. We are convinced that this process will soon lead to the emergence of a new, common stylistic thinking and a new visual language.
Were there trends that they particularly enthusiastic?
Yes, in any case, Jonathan Anderson’s collection for Dior has marked a crucial moment: a male vision that has already clearly expressed sensitives that are already widespread but not yet defined. His work has taken up various tensions of the season: the return to a deliberately shaped, sculptural physicality, a new restraint with clear volume and neutral colors as well as a growing desire for introspection.
Instead of imposing a trend, he has taken out scattered signals and shaped a tire, common language – a new chapter in the narrative of contemporary masculinity.
Have you also discovered new brands that you will include in your portfolio?
Yes, there is and will give new access in the branches in Bari and Trani as well as in the online selection. Maybe that’s the most exciting aspect of our work – especially today. Going back to research is essential – although we never stopped with Nugnes.
Today, the search – both on the part of the buyers: inside and the customers – is based on a mixture of values: You not only select after creativity and collection, but also after what is behind it, according to the philosophy that accompanies the brand vision. From brand philosophy to the price-performance ratio to the uniqueness of the product and its usability as well as the ability to communicate with different styles-all of these are decisive factors.
What do you expect from the women’s fashion SS26 in September?
The expectations are high. Many fashion houses go through profound transformation phases, and the time is ripe to redefine languages and visions. We hope that fashion will continue to express its entire cultural and social potential and become a room for a story, reflection and collective imagination again – beyond pure product or the concept of luxury. In this sense, women’s fashion will probably be at the center of this change, because the female figure has always been a main protagonist in the development of fashion language and creativity.
This interview was conducted in writing.