Interview with Massimo Ferretti

Massimo Ferretti
Massimo Ferretti
Executive Chairman
Aeffe Spa
Aeffe Spa

What are the other factors affecting the market?

1 - The “Made in” label which offers a guarantee in terms of quality. 2 - The Brand which offers a guarantee in terms of reliability and a high standard service to the customer. 3 - The communication related to the brand/product in all its forms: fashion shows, public events, direct and indirect promotion. 4 - The price versus the quality standard. But all this may end up in becoming ineffective if creativity and innovation are missing.

Let’s talk about technology and clothing business, what are the technological advancements in the field of luxury garments? How are you ensuring that the company stays at the forefront of such innovations?

Investing in technology has to be carried out on a continuous base and processes have to be updated from time to time. The sustainability today relies on two main aspects: “green” and “lean”. Our company is completely self-sufficient from the point of view of the energy consumption through a photovoltaic implantation and is completing the dematerialization of documents with relevant impact on paper and ink consumption, on toners disposals etc But luxury means also high standard service: investing in technology speeds up the response time both towards designer and customers. It is therefore essential. If digitalization is something we have already implemented, we are now focusing on the introduction of the 3D technology both on creative and product industrialization side.

What role has innovation played in keeping the product line of the company fresh and competitive in an increasingly crowded marketplace?

Fashion and luxury industry rely on an important factor which is creativity. I believe that supporting new talents is the best innovation strategy. And our choice to appoint young designers such as Jeremy Scott for Moschino, Fausto Puglisi for Emanuel Ungaro, Cedric Charlier for his eponymous collection, Natalie Ratabesi for Philosophy and Nicholas Kirkwood for Pollini , is a proof of that.

According to you, what are the key components of sustainability for textiles in fashion?

Right now the biggest challenge for textile companies relates to the use of chemicals to dye fabrics. Laws are tighter and tighter worldwide, so those companies have to understand how to offer high quality standards for fabrics while complying with laws and keeping the price competitive. Since many years, our company takes care of our customers’ health refusing to work with suppliers who imply certain chemicals, preferring others who embrace the European “Reach” regulation.

What is your vision of the luxury and fashion industry in next ten years?

Considering the high competition globally, we will face a consolidation process, since companies needs a critical mass to be able to invest in creativity, product innovation , communication and retail. And this, will lead to an intensive integration between West and East, where creativity and innovation will be the strategic factors of tomorrow.
Published on: 14/04/2014

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of

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