Giulio Cuccuini, owner of the historical Italian chain of ten upmarket fashion stores, based in Livorno and in the Tuscany region, believes that the new luxury lays in the freedom to mix sportswear, streetwear and designer accessories.

Cuccuini storefront at Via Ricasoli 59, Livorno.
Photo: Cuccuini
Cuccuini storefront at Via Ricasoli 59, Livorno.

What are the current bestsellers of your store and why?

Among our bestsellers in in the activewear and sportswear segments are Moncler and Stone Island. Accessories generally sell well and mostly sneakers by Valentino, bags and small leather items by Dior, Saint Laurent and Gucci. They are so successful because they perfectly match the needs of the market: apparel and accessories originating from the sports world have powerfully entered traditional wardrobes changing them radically. Plus sporty outfits are often completed with fashion and luxury accents such as, for instance, bags and small leather items by the brands I mentioned earlier.

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

Our clients choose our store because they know they find the right selection for them, but they are always more informed about trends and very educated about products and novelties. They call bags and shoes according to their name...Internet has made everyone more expert...

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

Streetstyle in big cities is always an incredible information source. Then also important are internet, blogs and printed newspapers and magazines.

Cuccuini store at Via Ricasoli 35, Livorno.
Photo: Cuccuini
Cuccuini store at Via Ricasoli 35, Livorno.

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

Direct communication is what we prefer, but obviously it has become impossible to follow our clients one by one. For this our social networks and newsletters are helping us a lot in terms of being closer to them with trend advices or by simply showing them our identity through the images of our stores and products.

How do the collections you offer for next s/s look like? And what are the most important trends, in general?
Very important appears to be avantgarde streetwear whose sportswear component plays a protagonist’s role. Also trendsetting will be recognizable pieces with a very strong identity such as, for instance, Marcelo Burlon and all the collaborations launched by Adidas.

Did you add any new labels to your assortment?

Off White and Unravel are some of the newest ones.

How does your store differ from other stores?
Our store has an important history. We have grown together with some of most important international brands. In 2017, we will celebrate our 50th anniversary, an important target we will share with our clients by inviting them to a big party.

Cuccuini store at Via Ricasoli 35, Livorno.
Photo: Cuccuini
Cuccuini store at Via Ricasoli 35, Livorno.

What do you like about your customers?
Their faith in us…Despite the thousands of shopping channels that exist today, they first come to us for learning about the strongest trends in fashion.

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

They are fundamental…Our store was recently –and still is– facing an overall transformation and an overall redesign. It was fundamental for us that our store reflected the change we did and reflected what we have become.

Via Ricasoli 35
57125 Livorno