IN HONOR OF ITS 70TH BOGGI MILANO INVITES VIP GUESTS ON A CRUISE ON A NIGHT COAST OAK IN A LUXURY YACHT. COMPANY FOUNDER CARLO ZACCARDI SHARED IMPRESSIONS FROM THE REGION AND RESULTS FOR THE PAST YEAR.
Carlo, tell me which men can appreciate the style of Boggi?
Carlo: Men 35-50 years old, businessmen who travel very often. Boggi is a classic Italian style, taking into account modern trends, fabrics and styles. We have many young customers, so in Boggi boutiques you can find a young man of 18 years old, his father and even grandfather! That is, we sew clothes for three generations of men.
Where is Boggi clothing made?
Carlo: 60% of our products, including fabrics, are Italian-made. Suits, jackets, ties and sweaters are sewn exclusively in Italy. We are constantly looking for new light fabrics for suits and shirts. Therefore, they are practical: they are easy to iron and put on, as they say, directly from the suitcase. Sportswear and outerwear are manufactured in factories around the world. You see, the question is not who, but how!
You can not imagine how many beautiful factories in China, for example. Often they are much better than Italian production. And the main element of Boggi is, of course, the high quality of the fabrics that we always choose with great care.
Boggi light suits are suitable for the hot climate of the UAE. What are your plans for the region?
Carlo: I want to enter the international market.
In Italy, for example, almost all of our collection is sold out. Only 30% of clothes are in demand in Russia, and even less in the Middle East! I would like to create a universal design for all markets. Boggi is a family brand. We are three brothers, each of whom is responsible for production, design, financing and purchases. Therefore, while maintaining family values, we want to remain a democratic brand. This pricing policy is very important to us.
Like your Azadea Group partners, you represent a family business.
Carlo: That's for sure. By the way, we only discussed our joint plans for 2014. Azadea Group wants to double the number of our boutiques in the region, as Boggi is the most successful of all the brands they promote. We are lucky because the Azadea Group is the best. They know how to run a business, and yet they are realistic! We learn a lot from them.
What surprise do you have for your fans in 2014?
Carlo: First of all, I would advise them to throw off their gray jackets - this trend has already passed! And by the way, I never liked him. It’s better to wear black! And in the spring we will dress men in suits of light blue color! Blue color is our gift and our promise for the new season. This is a refreshing, trendy color that fits almost everyone. And this is the key to success in 2014!
