“My customers follow impulse when buying trendy pieces and rationality when choosing branded products,” comments Matteo Bonciolini, owner of the sportswear shop Montgomery in Florence. In this interview, he explains us how much more demanding and expert his clients have become, though also faithful to their favorite stores.

Interior of Montgomery
Photo: Montgomery
Interior of Montgomery

What are the current bestsellers of your store and why?

Our bestsellers are mostly sneakers, denim and accessories presently and especially this time of the year. Referring to brands we sell best Adidas Originals, Asics (Platinum Collection), Reebok, Caterina Lucchi, Pence 1979 and Cycle. Sneakers are facing a truly euphoric period that continues since the past winter season. The unstable weather and climatic conditions have yielded products such as denim and accessories that are less tied to seasons.


Do people buy according to their favorite brand, style, or impulse?

Consumers tend to be guided by impulse when it comes to trendy pieces. Differently, when it comes to brands, customers tend to be more faithful therefore they are more rational when deciding what to buy because they are familiar with the past history and intrinsic quality of that specific brand.

Where do you order from? How do you inform yourself about trends?

Most important are trade shows. We also travel for informing ourselves and exchanging opinions with insiders from other countries. They are ever since very important information channels that remain as important as the web, another indispensable and immediately effective information channel.

Interior of Montgomery
Photo: Montgomery
Interior of Montgomery

How important is the communication with regular customers? How do you communicate with them?

We cannot do without communication right now for our work. The final consumer is often very informed about trends, new products and brands. It is vital for us keeping a constant relationship with customers both inside the store and by involving them through various channels where they are also very active – be those social networks, e-mail and e-commerce.


How do the collections you offer for next fall/winter look like? And what are the most important trends, in general?

I think there will be a return to cleaner themes and products and a focus on higher quality materials. We think street-chic will be cool. Historical sneakers brands will continue to rule. Coats with important silhouettes and a gradual return to denim and technical materials.


Did you add any new labels to your assortment?

We added Norse Projects, Pomandère, Stutterheim, Edwin and Vans.


How does your store differ from other stores?
We have always been very keen about being faithful to our own style despite the different trends and brands at the moment. Since 1985 we sold brands like Helmut Lang, Marithè+François Girbaud, Alexander Van Slobbe, Dirk Bikkembergs, Romeo Gigli, Alexander McQueen, Hussein Chalayan and many others. Also today we like to make research and sell some new fast-forward brands. Our DNA hasn’t changed. Our store continues to work like a container that keeps its own identity and soul unchanged.

Sneakers' window installation
Photo: Montgomery
Sneakers' window installation

What do you like about your customers?

Their curiosity for what we offer them and their faithfulness in following us.

How important is the interior, the atmosphere and the whole package?

Taking care of our store’s image and lay-out - as if it literally was a container - is a key factor. Inside our store products are given the right visibility and customers feel satisfied when purchasing, but not only that. We want a customer to feel at ease by simply visiting us.

Via Pellicceria, 22/R
50123 Firenze