Marco Lucietti
Marketing Director ISKO, Sanko Group
We do see a comeback of the tailoring process to the countries with a renowned tradition of style and quality.
Marco Lucietti is the Marketing Director of ISKO and has a vast experience in this field. Mr. Marco shares his insights about the textile industry during an interview with Fibre2fashion Correspondent Manushi Gandhi.
Synopsis:
ISKO is leading manufacturer of denim in the world and the fact that cannot be ignored is that an efficient marketing team is the key to make a strong brand image. Marco Lucietti has been leading the marketing division of ISKO since 2010. The company still dominates the market in denim production as it provides innovative research and development plus cutting edge denim engineering.
He holds a degree in International Economy and an MBA from University degli Studi Di Pavia. His professional career started in year 1996 as an Export Manager in Tessitura Taiana Virgillio Spa.
Excerpts:
Since how long have you been associated with the textile industry? What is the most challenging part of working in this sector?
I’ve been working in the textile industry for 17 years, getting always to know more exciting aspects of this sector. My personal most important challenge – and great inspiration – has been working with SANKO at the marketing division, in order to provide the industry with cutting-edge solutions and inputs.
The ups and down in China’s textile sector/economy have an impact on the other countries. Please present you views on this statement.
Our company is not directly affected by the ups and down in the Chinese economy because we don’t manage production in China and we don’t buy there. Our Chinese market, as well as the global one, is always concerning the high-end brands and reflects our value-driven approach, not cost-driven.
Brands are resorting to outsourcing of production where the cost of labour is less, leading to 'sweatshop’ conditions. Do you feel this is the fact? What can be done to restrict such practices?
Again, we are not affected by this issue because our own as well as our clients’ productions aim to enhance the value of the products. To tell the truth, instead, we do see a comeback of the tailoring process to the countries with a renowned tradition of style and quality, that is Italy, Turkey, US West Coast. The “made in” feature is highly demanded now, characterizing the premium production. We are seriously committed in helping its brand partners to support their collections giving consumers a tangible proof of quality, involving ISKO in the communication towards the final consumers as leading Ingredient Brand, guarantee of the best innovation for denim.
Denim never goes out of fashion but do you feel there is some exciting innovation needed in denim so that it is more appealing to the youth?
Denim is not merely a product, but a true lifestyle, a genuine expression of a world of meanings and values; this is why youth across the globe is wearing jeans on every occasion and believes denim as a “must have”. Anyway, I do think that the denim industry has to continuously devise new concepts to innovate the market and keep up with the changing trends in the society. The great challenge is now to interact with new technologies and offer youth a new way to approach denim and its innovations.
According to you, what makes ISKO a distinguished denim producer?
First of all, ISKO TM company’s dimensions make it distinguished: it’s indeed the largest premium denim producer worldwide, part of SANKO Group, a multinational holding active in a wide range of different business areas, from textiles to renewable energy, construction, packaging and financial activities. Denim is the core business of 'SANKO Tekstil’, the textile brand of SANKO Group, and it’s always at the forefront as far as innovation is concerned, investing more and more in new concepts, R&D and also in the culture of the sector, to remain the undisputed leader.
Do you feel that some countries or regions have become dumping grounds for big companies to unload their surplus production? Does this have any pros and cons for that region?
Actually it’s a problem we don’t experience; we don’t recognize such a practice we are committed to managing the surplus really seriously. Its activity is highly certificated:
GOTS (Global Organic Textile Standards) – certification for products made with 100% organic cotton.
OEP (Organic Exchange Products) – certification for products made mostly with organic components.
OEKO TEX 100 Standard – certification for the ecological requirements demanded for textile products
in direct contact with the skin.
ISO 9001 – ISO 9002B – production processes certified according to the finest internationally
recognised quality standards.
What are your views about Trans Pacific Partnership Pact?
Presently, our dynamics with our garment makers are not affected by this pact. I’m anyway sure it could help for further business developments in the future.
The cost of production has increased by manifolds in last two years. How has it affected the production?
Since we are a premium segment player, our vision as well as our production is not cost-driven – it’s value-driven. We are able to offer the best high-end product aligned with the market standards thanks to our completely integrated production chain, going from cotton and yarn to finishing processes allowing the flexibility needed to create made-to-measure products.
What expertise is required the most in a person not only to exist, but to stand out in the textile industry?
I think that any manager can’t prescind from working for a great company, being headed by inspiring guidelines and mission. The most important expertise for a person, as far as marketing and business development are concerned, is in my opinion the ability to understand the consumers’ needs. I personally feel right communion of intents between business goals and personal capabilities, is the right recipe for success.
Published on: 14/03/2013
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 Fibre2Fashion.com.
