|Filippo Mengotti & Me|
On the 23rd of March, Mengotti store celebrated five years since it’s opening in Romania, on Calea Victoriei no 48-50. The anniversary was synchronized with the entrance of a new brand at Mengotti – Giorgio Armani. A special team from Armani was there to take care of every single detail of the fashion show, that took place at Casa Doina. The clothes were impeccable and the party was loads of fun. I got to congratulate Adriano Mengotti for the anniversary and also to meet his son, Filippo, who accepted to give me an interview for Featherinashoe.com. With no other introduction, here is what we got to talk about… Featherinashoe: How did the Romanian public surprise you since you first opened the store, five years ago in Bucharest?
Filippo Mengotti: When we started our business here – on the 23 of March 2008 – we already had 12 stores in Italy. We decided to bring a part of the Italian style in Romania because we thought there was nothing alike here. At first we thought Romanians were dressing really comfortable and wearing very large clothes.
Featherinashoe: Wow! Why would you think that??
Filippo Mengotti: We were already planning to open a store here almost 10 years from now, and as we did an analysis on how men dressed – we draw to the conclusion that they don’t have a much defined style and they just prefer wearing comfortable clothes. But in a year we had to change our strategy – because this was not right. They actually like to dress in a very Italian and fashionable way. So, in the end, they are a lot more similar to our Italian customers than we first thought. Also, we thought the women here will wear more comfortable shoes, but it’s exactly the opposite. They love really high heel shoes and they usually buy elegant styles more that the comfortable ones.
Featherinashoe: How can you describe your customer’s style here in Romania?
Filippo Mengotti: As I told you, our thought was to bring the Italian style here – but the reality is that our Romanian customer is from the high society and he moves a lot, he travels all over the world, and he does his shopping in other countries, he knows the designer collections and the exact thing that he wants to buy. He knows everything. And he sometimes even surprises us with the particularities he is asking for. So, our customer’s style is really fashionable and well documented – through reading fashion magazines, and traveling, and their big interest for fashion.
Featherinashoe: What are the best sellers at Mengotti Romania from the women’s department?
Filippo Mengotti: Bags! They are the “oggetti del desiderio” (Italian for ‘objects of desire’). And I truly believe that accessories can make or break an outfit. Handbags and shoes are the ones that establish if a look is sophisticated or not.
Featherinashoe: Are you thinking about taking the shop online?
Featherinashoe: Tell me about a city that made a true impact on you.
Filippo Mengotti: Thank you! Yes, Giorgio Armani is very clean and minimal and the spring/summer 13 collection goes perfectly with our customers style and their way of dressing at the moment. As you can see, we also had the windows changed in this minimalist way.
Filippo Mengotti: What pieces did you like most?
Featherinashoe: I must say I loved the silk palazzo pants and the white minimal coat.
Featherinashoe: What are the special requests that high-end brands have when entering a multibrand store?
Filippo Mengotti: First of all the multibrand store must be very well known on the fashion market, not just in one country, than it has to have a very good distribution and it has to have exclusivity on the brand. The location has to be one of the top. When we came here, we selected Calea Victoriei also because it had other luxury stores on it. Brands like to have their competitors close, so that’s a rule in every metropolis you go: the brands are very close to each other.
Featherinashoe: I love the way in Italy you keep a business in the family. You are now the fourth generation of Mengotti to take care of the business. How do you feel about passing it on to your children?
Filippo Mengotti lives in Bassano del Grapa and takes care of the management of all Mengotti stores in Italy.
|Me & il signore Adriano Mengotti|