snoskar

12.01.2005

I am in charge of the launch of a new jewellery brand. It will be focused on the 20 years old girls, as a target. I said jewellery, but it is going to be closer to fashion accessories and design, rather than precious items. The core of the range will be the stainless steel. In italy it is now fashionable. This material is poor in itself, design makes it attractive but, most of all, it is the glamour that we must be able to create will make it become attractive. I other words I must create a brand value, which is though and exciting. Right now I have almost found all the sales reps for the italian market. Out of Italy this kind of goods are not interesting. In the emerging economies a fashion good must be expensive and extremely visible for its luxury. In Italy we find it eccessive. The big gold chains, big diamonds are not accettable for our concept of good taste. The rappers’ style is closer to circus than to fashion, according to our way of think: understatement it is an important value fo our point of view.
Well, tomorrow I will have a meeting to evaluate the sitate of the project. I have already found 16 sales reps on the total of 18 that I need to cover the italian market, but we are late with the product developement. It is a great challenge!