Accessories and handcrafted footwear are Lazzari's bestselling articles. “Our customers like to be guided through our unique research path," comments Italo Lazzari, owner, and Steven Crosato, communication manager, of the Lazzari concept store based inside a magnificent historical location in Treviso, which is already an attraction in itself. Interview by Maria Cristina Pavarini
What are your current bestsellers and why?
Mostly accessories; from scarves to jewels. Another bestseller is footwear, especially handcrafted styles.
Do people buy according to their favourite brand, style, or impulse?
There are many reasons guiding them. However, we can sum up the three major ones: emotion, desire and attraction.
Where do you order from? How do you inform yourself about trends? How important is it to communicate regularly with customers? How do you communicate with them?
International trade shows and exhibitions are essential. Communication is very important, especially in our case since we are constantly involved with fashion, art and information. In our case we are presently informing our customers through our website, our blog and through the major social networks. Moreover, we communicate with our clients via e-mail. We are still sending them single e-mails and will start in 2014 also informing them via newsletter. We also produce our own magazine Mug, which we used to publish bi-annually, and now publish annually. It is distributed for free in our store and to our 3,000 subscribers, to whom it is sent free of charge all over the world. The magazine can be found in other different shops and concept stores worldwide among which there are Sugar (Arezzo), Penelope (Brescia), Jana, Top Ten and San Carlo Dal 1973 (Turin), 10 Corso Como (Milan), Biffi Boutiques (Milan, Bergamo), Tessabit (Como), Sbaiz Spazio Moda (Lignano), H Lorenzo (Los Angeles), Mameg (Los Angeles), Atelier NY (New York), L’Eclaireur (Paris), Dover Street Market (London), Hostem (London), Lift (Tokyo) and 10 Corso Como Seoul (Seoul). Moreover, we also constantly organize events and exhibitions in our own dedicated events area, Spazio Lazzari.
How do you select the products you offer to your usual clients?
We choose them mostly upon what we feel is stronger in terms of ideas and of visual and sensory attraction.
What do the collections you offer for next Spring/Summer look like?
Craftsmanship is the guiding principle our next selection, which will include specially crafted accessories, bags, footwear and scarves.
What are the most important trends, in general?
Craftsmanship and Made in Italy are the most important, even if they are not directly connected. Among some of the brands that meet these criteria are the timeless S Max Mara, the eco-social approach of Parajumpers, the constant research of Label Under Construction and the design technology of Allterrain by Descente.
Have you added any new labels to your assortment recently?
Yes. For instance Peter Pilotto, Brooks Brothers by Thom Browne, Dual-Ism and Allterrain by Descente.
How does your store differ from other stores?
Apart from purely historic and architectural elements, the difference is our very unique research path.
What do you like about your customers?
We like that they are experienced and careful, and always interested in something different, especially if this involves discovering all the novelties we constantly show them.
How important is the stores interior and atmosphere?
Very important. Our unique atmosphere, constantly updated product offer and store interior all add to the overall environment of the store, which is in our case unique.
Store's address:
Lazzari Store
via Paris Bordone 14/16
I-31100 Treviso
Italy
Tel. +39 0422 598733
Fax +39 0422 545456
lazzariweb.it
What are your current bestsellers and why?
Mostly accessories; from scarves to jewels. Another bestseller is footwear, especially handcrafted styles.
Do people buy according to their favourite brand, style, or impulse?
There are many reasons guiding them. However, we can sum up the three major ones: emotion, desire and attraction.
Lazzari is located in a historial building
Where do you order from? How do you inform yourself about trends? How important is it to communicate regularly with customers? How do you communicate with them?
International trade shows and exhibitions are essential. Communication is very important, especially in our case since we are constantly involved with fashion, art and information. In our case we are presently informing our customers through our website, our blog and through the major social networks. Moreover, we communicate with our clients via e-mail. We are still sending them single e-mails and will start in 2014 also informing them via newsletter. We also produce our own magazine Mug, which we used to publish bi-annually, and now publish annually. It is distributed for free in our store and to our 3,000 subscribers, to whom it is sent free of charge all over the world. The magazine can be found in other different shops and concept stores worldwide among which there are Sugar (Arezzo), Penelope (Brescia), Jana, Top Ten and San Carlo Dal 1973 (Turin), 10 Corso Como (Milan), Biffi Boutiques (Milan, Bergamo), Tessabit (Como), Sbaiz Spazio Moda (Lignano), H Lorenzo (Los Angeles), Mameg (Los Angeles), Atelier NY (New York), L’Eclaireur (Paris), Dover Street Market (London), Hostem (London), Lift (Tokyo) and 10 Corso Como Seoul (Seoul). Moreover, we also constantly organize events and exhibitions in our own dedicated events area, Spazio Lazzari.
Lazzari's impressive location (Photo courtesy: Lino Vecchiato)
We choose them mostly upon what we feel is stronger in terms of ideas and of visual and sensory attraction.
What do the collections you offer for next Spring/Summer look like?
Craftsmanship is the guiding principle our next selection, which will include specially crafted accessories, bags, footwear and scarves.
What are the most important trends, in general?
Craftsmanship and Made in Italy are the most important, even if they are not directly connected. Among some of the brands that meet these criteria are the timeless S Max Mara, the eco-social approach of Parajumpers, the constant research of Label Under Construction and the design technology of Allterrain by Descente.
Have you added any new labels to your assortment recently?
Yes. For instance Peter Pilotto, Brooks Brothers by Thom Browne, Dual-Ism and Allterrain by Descente.
How does your store differ from other stores?
Apart from purely historic and architectural elements, the difference is our very unique research path.
The unique store atmosphere is very important to its owners
What do you like about your customers?
We like that they are experienced and careful, and always interested in something different, especially if this involves discovering all the novelties we constantly show them.
How important is the stores interior and atmosphere?
Very important. Our unique atmosphere, constantly updated product offer and store interior all add to the overall environment of the store, which is in our case unique.
Store's address:
Lazzari Store
via Paris Bordone 14/16
I-31100 Treviso
Italy
Tel. +39 0422 598733
Fax +39 0422 545456
lazzariweb.it
