Felmini conquest Italy
2008-09-15 | APICCAPS,Set.08
After more than thirty years working for big international brands, Felmini was able to, in half a dozen years, restructure its business model, addressing mainly the retail sector and imposing its own brand. Today it already works across Europe, especially in one of the most demanding markets: Italy, which already holds more than 300 customers.
For Joaquim Moreira "the development of collections with young and irreverent spirit combined with innovative and color materials make the Felmini a mark with projection on a European scale." Actually, the Felmini has more than 1200 active customers and about 20 commercial agents all over Europe. A process that was, however, difficult to achieve. "We gave a turn of 180 degrees," argued Joaquim Moreira. Firstly because "we began to work mostly with the brand Felmini" achieving, this way the profitability increase“ highlighted the chief of the company.
The bet in this business model "in place of large-volume of series and customers" meant, however, "substantial changes in the structure of the company." "We had to adapt the productive area - continued - but also to improve the planning, improve management and accounting and readjust the whole computing area." Today, Felmini "is not only empowered to respond to large orders for hundreds of pairs in many different colors, but also respond to a client that requires a single model."
From the business point of view, Felmini presents collections "differentiated from market to market", changing the forms, colors and leathers, because "each market has different characteristics," trying this way to find a young woman (aged between 18 and 30 years) and cosmopolitan.
The bet in "a strong institutional image" and the careful acquisition of other leathers are the characteristics that distinguish the Felmini. "Today we are fast and independent", underline Joaquim Moreira. Being innovative, though, could be a risk and one of the biggest problems that Felmini faces today are the copies. "Unfortunately our models are often copied, we are obliged to be more creative, on the other hand be copied is a sign of recognition, and that motivates us to do more and better."