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Covid19 – biggest difficulties for the emerging brands. Massimo Bonini interview

Massimo Bonini

In this situation of global crisis related to the COVID19, Massimo Bonini told us how his showroom behaves and continues operating in the fashion industry.


The company is a major player in the fashion accessories industry, based in Milan since the 80s and is currently working worldwide with showrooms also in New York and Hong Kong. They empower talents with distinctive values and qualities as N.21, MSGM, Amina Muaddi, Benedetta Bruzziches and Sara Battaglia.


Since February during the MFW, they have adopted measures to protect employees and customers from contamination and after the last issued decree, they have applied a series of activities that allow them to continue the AI 20/21 sales campaign.


With the use of technology, they are able to maintain relations with the most important international customers and promote their products through the proposal of multimedia contents, such as detailed videos.


However, it is not possible to work in the same way with new brands, because customers need to get to know them fully and understand their brand value touching the fabrics and the product.


In addition, in this context, also the relationship with foreign markets that buy from Italy is limited. Every day different problems arise because of the virus and the financial collapse. Massimo told us that with Eastern Europe, for example, the problem is related to oil and the blockade of borders imposed by Russia.


As a conclusion, according to Massimo Bonini, Italian people today can only be determined, compact and remain passionate about their work, continuing to react in an excellent way to the situation.


‘We can see this period as an opportunity to look inside ourselves’, he said, ‘and put ourselves back into the game by believing in ourselves and our companies, as an opportunity to play a different game’.

Curated by Miriam El Hachem

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