Malo: a new interview with Nancy Marchini
Mam-e comes back with a new interview with Nancy Marchini, Marketing Director of Malo Cashmere.
Malo: the report for the year 2023
MAM-E: How did the year 2023 go?
MARCHINI: Overall, we are very satisfied with 2023. Sales went well and the first months of 2024 were also satisfactory. We aim, always, for a quality product with a focus on sustainability.
We have just opened the new flagship store in Milan’s Fashion Quadrilateral, at 30 Via della Spiga, and concurrently the new boutique in Marbella. We are constantly evolving while keeping true to our core business and the soul of our brand: fine cashmere and natural fibers of excellence.
In order to maintain the authenticity of our product, we have to calibrate our production to the best of our ability to offer a luxury handcrafted product: made as well as it used to be, with the right use of time and attention, using only high quality natural fibers that guarantee a long life for our products. Little but good, which after all are the essential prerequisites for a luxury yarn couture product.
Malo: the new projects
MAM-E: What are your plans for 2024?
MARCHINI: There are certainly new boutique openings in the pipeline, especially abroad to extend awareness of our product.
There is news for the Salone del Mobile coming up with a highly prestigious collaboration. More generally, we aim at the consolidation of our brand through a coherent and strategic image: from boutiques to our website, from our social channels to e-boutique. Malo is immersion in a world of excellence, sophisticated luxury and fine fibers.
We are constantly working to convey these values, which I must say, are beginning to be appreciated even by the new generations. But that’s not all: we are increasingly focused on sustainability and on producing garments using natural fibers and production processes in the best possible way.
In the economic sphere, on the other hand, we expect an increase in sales and, the good results of the first months of 2024, allow us to be optimistic.
MAM-E: How did the new store openings go?
MARCHINI: Very good! Milan is an important city for us. From Via Monte Napoleone, we decided to move to Via della Spiga. An elegant promenade street, where we have three windows, large and bright, through which you can already perceive the quality of our proposals. We inaugurated our flagship store in Milan during the Fashion Week just past to offer a wider audience the opportunity to see and touch our garments. But also to enjoy some new features: lights, colors and design were designed to enhance the sensory side of the shopping experience, which is very important to us.
But also writings on the walls that accompany the customer to discover “Made in Malo” and an installation to emphasize our zero-waste philosophy that we called “sleeping colors”: a wall of colors made using waste yarns to give them new life and pay homage to the history of Malo, renowned for its leadership in cashmere colors. And again, a transparent staircase that connects the upper and lower floors with visual lightness. Not forgetting our commitment to environmental sustainability with the use of bamboo for flooring and furnishings. In addition to being a sustainable choice, bamboo is a versatile and hardy plant of Eastern origin whose cultivation does not require the use of fertilizers or pesticides.
The Milan flagship store is intended to be a model for upcoming openings, including Spain, where the Marbella store has just reopened with a new location.
Malo abroad
MAM-E: What expansion strategies abroad are you considering?
MARCHINI: The next openings are looking overseas, particularly the United States. This is a strategic path we have had in the pipeline for a while, but because of Covid, we had to freeze. Now that the conditions are in place to get back to work on this goal, the U.S. is a challenge in the latter part of the year.
Malo and influencer marketing
MAM-E: Do you plan to use influencer marketing strategies as so many fashion brands are now doing? If not, why?
MARCHINI: At the opening of the flagship store in Via della Spiga, we involved influencers, but also talent, actors, showbiz and sports personalities. It was a moment of celebration and their presence helped give the evening a twist.
Not being fast fashion, but a brand that is positioned in the luxury segment, more than anything else what we love is to involve personalities with a story to tell, a content and values that are shared with our brand and our philosophy. We have dressed and continue to dress important actors and our clothes have been shot by great masters of photography like Peter Lindbergh.
I believe that the fashion world can and should communicate with the world of entertainment, sports, music and the arts in general. But I also believe that you have to create valuable content otherwise you run into the ephemeral, the evanescent. We prefer to do little and done well, the same modus operandi we have applied to our production for more than 50 years.
Read:
MALO CASHMERE BRACES YOU FOR THE FALL/WINTER 2023
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