Born as a store involved in the Italian hip-hop and music scene, Move Shop has become a streetwear apparel and sneaker store. “Unintentionally we have become a brand ourselves that our customers trust and are fans of,” commented Fabio Lentella, owner of Move Shop, Verona. “In reality we don’t have brands that don’t sell here,” he likes to add, implying that their success comes from a mix of product selection, experience and scouting for ideas. Interview by Maria Cristina Pavarini

What are the current bestsellers and why?
Our store is strongly tied to a young audience since its early days. We were born at the end of the '90s-early 2000s within the music recording industry most involved with young Italian hip-hoppers such as Fabri Fibra. Back then we also produced some merchandising and textile gadgets. In 2014 we decided to restructure our activity and only concentrate on sneakers and apparel that we now sell in equal parts. Our bestselling sneaker brands include Nike, Adidas, Vans and Puma. That's what kids are looking for, plus much innovation and R&D is constantly poured into sneakers and our customers appreciate that a lot.
The remaining 50 percent of our sales are made up by apparel and Move, our private label that is also our bestseller. It mostly offers basic t-shirts and sweatshirts sold at affordable prices. Most pieces are often characterized by graphic motives for capsules and by themes. We also sell well tops carrying prints of our own store's seasonal “motivation”, a kind of striking motto that also decors our store's walls and sets a different mood inside it every six months.

Thanks to all of this, Move has become a brand itself as we believe in the importance of making our own products we sell directly.

Do people buy according to their favorite brand, style, or impulse?
Differently from the past, products that are strongly tied to a brand don't exist anymore as they used to in the past. For instance, Jordan and Stussy sell very well. They are successful because the brand is important but also has a great product count. Jordan is recognized as a sport and lifestyle brand that, thanks to its jumping man logo, has become a brand – and they did a great job in turning it into one. Stussy was historically characterized by sophisticated products appreciated by connoisseurs. Hence, it has always been successful. Though we don't offer products that are not selling. Sure there are products that sell better, though through the years we have learnt how not to become slaves of the brand. It is true that there are brands that one has to keep in one’s store, but also some of these help you selling – for instance Jordan offers more than 600 different styles.

Where do you order from? How do you inform yourself about trends? How important is the communication with regular customers? How do you communicate with them?
We inform ourselves by browsing through websites, blogs and trade shows. Plus we travel twice a year to places like Tokyo, Paris and the US. I visit stores and look at people in the streets. Though the streets are more inspiring when I travel outside of Italy.
We stay in touch with our clients through social media, newsletters and our own app that sends push notifications. Also our e-commerce page plays an important role.

How do the collections you offer for next fall/winter look like? What are the most important trends, in general?
Sport and street are the main trends influencing present and future fashion. If we consider materials, for instance, mesh is strongly present in collections. In terms of fit there is a return to wider silhouettes, slightly wider tops and generally longer items. Streetwear mixed with fashion is losing ground, while there will be a return to authentic streetwear in the sense that brands will go back to their authentic roots and own DNA.

Did you add any new labels to your assortment?
I added Golden Age, a higher-end, more expensive and made in Italy streetwear brand. It employs special materials, but also belts and velour, taking a more daring direction in streetwear, without taking any specific fashion direction.
What we mostly do is to work closely with brands that guarantee a certain product and service. What always counts more is working with companies you can trust for their service and support.

How does your store differ from other stores?
We are renowned among our customers because we were here for many years. Now, unintentionally, we are a brand ourselves and a guarantee for our own taste and image. Therefore our customers buy according to a mix of factors between product and experience. Our offer, the purchase experience, light decors and fragrances inside the store...everything helps selling.

What do you like about your customers?
They are mostly 16-25 year-olds. The youngest ones are strongly influenced by the trendiest products of the moment but we have managed making them become receptive for our new proposals. In fact, they want to get new ideas from us. Plus they like what we offer them. A good part of our customers are also our fans. One sees it on our social networks. How they expect, like and comment on all our new proposals is just an example. They like what we offer them instantly.

How important is the interior, the atmosphere and the whole package?
As I said before, everything helps, the offer, light decors and our own fragrance pervading the atmosphere...We change our shop windows three times per month and often change the products' lay-out inside the store. We also launch our own printed graphics and a motto of the season that can be applied on some tops upon request. Plus everything is coordinated and the same slogan is also shown across our social network and website pages. Also inside our store there is a series of iPads through which one can discover how many pieces are available of a certain size or style, also because we only show one piece for model inside the store. All other pieces are kept in our warehouse.

Move shop
Corso Cavour, 25,
I-37121 Verona
+39 045 800 8505