LUXURY FOR ALL ^-^

luxury ber 02

Is now the time of the Luxury for all?  Don’t worry and stay calm reading this article till the end, yep I’ll reveal you what is going to happen in the next decades from my point of view, and it counts.

From the spot of the deluxe brand of LIDL to the predominant ALL CRAZY FOR BALMAIN H&M COLLECTION.

The clothing chain H&M, one of our valued customers, launched a collection in collaboration with the Balmain haute couture brand: in the catwalk we saw Gigi Hadid and Kendall Jenner, followed by a party where they sang the Backstreet Boys. Not bad isn’t it?

Are we living the new era of luxury for all? Definitively yes at least when we saw the spot of the lidl deluxe line and the Carlo Cracco holy potato we realize it is born the so called “popular chic.”

A change maker has surely been the internet law of attraction of opportunities that from the low cost offers stretched to affordable luxury, allowing to exclusive hotel and restaurant chains to discretely benefit from the last minute consumers increasing demand. Today your neighbor’s room may claim that he’s spent a 99$ coupon bought on line instead of your 500$ black VISA special deal, (shit it happened to me), but who cares, at the end it’s nice to feel sometimes a little ordinary isn’t it? (grrr)

Now we witness the phenomenon exactly opposite of regular luxury, that occasionally “falls” to the ground especially when misleading. It is the “popular chic”, also said “brands to starved” (correct I wrote “starved” without any snobbery; all of us are hungry).

Someone said: “You have to take the moneys where they are, by the poor’s. They have little, but they are a lot.“ It is for this reason that very popular low-income malls have built prosperous economic empires, i.e. serving regular hamburger with less than 1 euro. However, even these brave defenders of the rights of the poor are now lured by the Ulysses sirens of the luxury & high quality products.

So in Italy, suddenly at McDonald’ s menu one year ago appears the Gualtiero Marchesi selection, the sandwich with the Canadian lobster McLobster, the one with the burger meat angus McAngus and one with the Supreme angus burger meat with bread baked on stone (perhaps are the stones that the workers used to launch against McDonald ‘s CEO in Chicago, who knows). Lidl Deluxe line is another milestone of the “popular chic”. Once, who was shopping at the so-called discount stores was a no-Logo protester’s, or a non-ideological indifferent to brands, now ravioli filled with roe cost only 1.29 euro. The slogan is: “I do not need much to enjoy the luxury.”  

The mission of elevating the status of their customers is now fashionable at all stores. Think at the IKEA design everyday is becoming coolest and some pieces cannot be distinguished alongside those of the premium brand Kartell .

The popular clothing chain H&M as anticipated, has just launched in New York a limited edition collection created in collaboration with the French high fashion brand Balmain, a huge success besides hysteria, really out of control , the point is that , those who have secured a place in the front row in H&M stores have not purchased stuff at low cost prices;  in fact , what has characterized the garments designed by Olivier Rousteing , artistic director of the French fashion house , was not only the similarity with the clothes representative of the Balmain style, but also prices , far away from the universe H&M . A total look consists of dress (€ 499), coat (€ 179), boots (€ 249), bag (€ 199) and necklace (€ 79) all together far exceeds the 1,000 euro.

The success of the capsule, is nothing new. But, unlike previous collections in collaboration with Marni, Versace, Roberto Cavalli, Alexander Wang, Stella McCartney, Karl Lagerfeld, Jimmy Choo (to name a few), prices have soared to the point of wondering whether the game is worth the candle . The cost of clothing Balmain X H&M promptly sold on eBay is definitively unusual, an embroidered jacket is put up for auction to 3,000 dollars even surpassing the cost of the “real” Balmain.

After shopping, a customer of the H&M store expressed its satisfaction at the New York Times: “I did not sleep, but it was worth it, I have everything that I had chosen. I had never done it before, but I really think that Balmain is the brand of our generation “.  A generation that, (as happened in Seoul), seems willing to stand one week before in line outside the stores of the Swedish brand.

And now….and just for connoisseurs the revelation, sssshhhh it’s so secret 😉

  • Mass Consumers 2030, disruptor and disrupted thanks to technologies like 1Trueid™  will evolve from fashion victims to contributors, involved individuals, advocate of what’s behind the label, makers;
  • HNWI Consumers 2030: will look more and more for indisputable products, with an instantly recognizable value, a true identity and an ethical and transparent supply chain, and they could also and easily produce them by themselves when not available.

future car

Customers advocacy 20xx? Uh they all will become Superlativa contributors and citizens “SORRY BUT I COULDN’T RESIST THE TEMPTATION ^-^”

Images in this post are considered to be in the public domain since found on the web and media therefore supposed to be copyright-free images – it’s not intended from the author of the post to violate any copyright right infringement laws, or to offend anyone; in the case you advise a violation, would you advise me and I’ll promptly remove them. The post it’s also an expression of my personal opinion, and do not intend as well to have any commercial purpose.

From Nation State to Global Community

SUPERLATIVA-sun-passport

In this post I’m trying to reply to a publication from the Strategic Foresight Club[1], and represent an update of one an older article on linkedin BE, it was 2015 and the forecast trend is growing. cool

Well, in my opinion we’d  introduce the concept of  Nation State vs Corporate State, about that, we all are experimenting from the opposite fronts the echoes of the, till now, Financial World War III raising from the ancient caves of human stupidity.

Now, what’s the academical definition of Corporate Citizenship:

DEFINITION of ‘Corporate Citizenship’[2]

The extent to which businesses are socially responsible for meeting legal, ethical and economic responsibilities placed on them by shareholders. The aim is for businesses to create higher standards of living and quality of life in the communities in which they operate, while still preserving profitability for stakeholders.

As demand for socially responsible corporations increases, investors, consumers and employees are now more willing to use their individual power to punish companies that do not share their values. For example, investors who find out about a company’s negative corporate citizenship practices could boycott its products or services, refuse to invest in its stock or speak out against that company among family and friends.

Someone’s is still considering this hypothesis as naïve, someone call it CSR[3] but I’d like to offer a free energizing and vigorous cool shower to every sceptic.

Everything’s started one day in a little State named Swiss, a tiny hole surrounded by a cumbersome and hyper-bureaucratic giant baptized Europe[4]

This funny, eccentric State decided to become the very first Corporate based currency, in fact the Swiss National Bank – a central bank – had been one of the biggest buyers of AAPL stock in the first quarter, when it added 3.3 million shares to its existing position, or 60%, bringing the total to 9 million shares, for a grand total of $1.1 billion. Moments ago, the SNB which unlike the Fed and the other “serious” central banks releases a 10-Q divulging its equity holdings, updated on its latest stock portfolio.

So what are the Swiss hedge fund with nearly $94 billion in equity holdings? Here is the full breakdown.

SNB top holdings 2016

$94 billion is nothing in the world contest but means a lot in a small state that has always made the difference in the financial hi-class world.

What’s happening in china since this question was upstretched from a provocation of prof. Zhao Tingyang:

Prof Zhao Tingyang, a Chinese philosopher, has created a stir by proposing that ‘the world’ should be the primary unit of social organization, instead of the nation-state. He rejects an international system, which is based on relations between nation-states, and advocates a global system. In his philosophical framework, all people on the planet should have loyalty to ‘the world’ and participate in its affairs as global citizens, not as representatives of their nations. In such a world, the United Nations Organization is irrelevant. Zhao would prefer some other form of the world government.[5]

Realistically today China believes in Gold working to be the next World Super State:

Graph_Estimated-Total-Chinese-Gold-Reserves

On July 17, 2015, the People’s Bank of China (PBOC) updated its gold reserves holdings for the first time since 2009. The PBOC reported adding 604 tons of gold to their reserves bringing the total from 1,054 tons to 1,658 tons.

The PBOC announcement was widely anticipated as a pre-requisite of China’s application for inclusion in the International Monetary Funds’ (IMF) Special Drawing Rights (“SDRs”).

Several observers think China holds a portion of its gold at the PBOC as reserves with the rest held elsewhere in China.

The PBOC’s updated gold reserves are five times more than England’s and certainly enough to show the financial heft required for admission to the SDR. The PBOC doesn’t need to report thousands of tons of gold to get into the SDR and they don’t need to upstage their largest single country trading partner, the United States at this point (whose stated gold reserves are 8,135 tons).

Gold-reserves

*The percentage share held in gold of total foreign reserves, as calculated by the World Gold Council. The value of gold holdings is calculated using the end of month LBMA Gold price published daily by ICE Benchmark Administration. In October 2016 the end of month gold price was $1272.

China’s recent update to its gold holdings put it in fifth place among gold holding nations, (hey Italy looks wealthy too ).

Objectively it seems that China’s primary objective is not acceptance into the SDR but rather to establish a viable parallel international financial structure to rival the IMF.

Indeed: The World most prominent financial trader are blind in the medium long term, just think to the last crisis and to the very old “Tulip fever” of 1637[6], when you don’t consider it a fact don’t continue reading this post.

De-dollarization accelerates while the U.S. Dollar Index (DXY) also rises.

The DXY has risen nearly 20% the past year despite an acceleration of de-dollarization initiatives including increasing sales of U.S. Treasury Bonds by Russia and China and most recently, the creation of the Asian Infrastructure Investment Bank (AIIB).

The dollar’s rise is based on the premise that the U.S Federal Reserve (Fed) might be raising interest rates, something they haven’t done in nearly a decade. All the focus is on that potential.

Forgotten is that over the past decade the Fed has recklessly created a housing bubble and bust and then compounded their error by printing over $4 trillion to buy near worthless mortgage backed securities from the too big to fail banks and to purchase over $2 trillion in U.S. Treasury Bonds, thereby assisting the U.S. government in increasing its massive deficit.

The Price of the “Recovery”

fredgraph

What Chinese De-Dollarization Looks Like:

While much of the financial media attention is focused on what Janet Yellen and the Fed might say or do, international de-dollarization efforts are accelerating.

China’s de-dollarization efforts are less focused on selling U.S. Treasury Bonds and more focused on increasing global use of the Chinese Renminbi or Yuan, including the following initiatives:

Asian Infrastructure Investment Bank

The most ambitious Chinese de-dollarization initiative to date is the recent creation of the AIIB. The AIIB was set up to finance infrastructure projects throughout Asia.

U.S. and NATO allies have disregarded U.S. entreaties not to join the AIIB. Despite U.S. objections, Australia, Netherlands, Brazil, Turkey, UK, Switzerland, New-Zealand, Luxembourg, Italy, Germany, France, Austria, Denmark have signed on to participate in the AIIB.

U.K. Prime Minister David Cameron has been quoted as saying with regard to the U.K’s involvement with the AIIB: “There will be times when we take a different approach. We think that it’s in the UK’s national interest.”

Inclusion of China in the SDR Scheme?

China is making a bid for inclusion in the International Monetary Fund’s (IMF) Special Drawing Rights (SDRs) basket of currencies later this year. If such inclusion does not happen or on terms suitable to the Chinese, China is setting up the infrastructure to perhaps bypass the IMF entirely. For more on SDR’s, see http://bcove.me/7qou4729

Conclusion

We can philosophize as we like but the reality is that we have David, (the Swiss system), and Goliath, the new Chinese Ruler who will shape the future world, unless, everyone’s like me will  build or join his private Nation, in my case, S.U.Nhttp://www.superlativa.it/sun/ since I and You are somebody and we all together  can make the difference using our individual power, the power to buy or to ban., and why not to shape a new #blockchain value, named @1trueid

Images in this post are considered to be in the public domain since found on the web and media therefore supposed to be copyright-free images – it’s not intended from the author of the post to violate any copyright right infringement laws, or to offend anyone; in the case you advise a violation, would you advise me and I’ll promptly remove them. The post it’s also an expression of my personal opinion, and do not intend as well to have any commercial purpose.

[1] http://strategicforesight.com/ Strategic Foresight Group (SFG) is a think – tank engaged in crafting new policy concepts that enable decision makers to prepare for a future in uncertain times. Founded in 2002 to create new forms of intellectual capital, our body of work today encompasses over 50 countries, across four continents.
[2] http://www.investopedia.com/terms/c/corporatecitizenship.asp#ixzz3iPFJZ9nS
[3] https://en.wikipedia.org/wiki/Corporate_social_responsibility
[4] From fecund EUROPA: a Phoenician princess carried off by Zeus in the form of a white bull and by him mother of Minos, Rhadamanthus, and Sarpedon, but somone says also  from the Phoenician word EROB, meaning where the sun set (west of Phoenicia,west of Bosphorus, Sea of Marmora)
[5] http://strategicforesight.com/publication_pdf/67141BQOT.pdf
[6] https://en.wikipedia.org/wiki/Tulip_mania

Luxury & Yachts

http://www.luxuryyachts.it/

MV F4 SuperlativaMVF4 Superlativa ™   is just part of a stunning range of equipment and men’s accessories covered in this new sustainable mother-of-pearl innovation. From motorbikes to helmets and luggage, this company is at the forefront of ‘eco-luxury’. The special motorbike collaboration between Superlativa™  and Agusta has been devised for Luxury & Yachts.

Business & Gentlemen n.15

berbrandBy Adro, Brescia, to Australian shores via Vietnam. That’s the journey that the company BerBrand runs to produce the buttons and fashion accessories made of genuine mother of pearl known throughout the world. Since 2011, the company through its spin-off Aor, will launch a new product of luxury Superlativa™.

Motorcycles, cars, private jets and boats covered with a microfilm of MOP texture, pure and authentic, coming from the coast of Australia. A production of luxury, unique, high quality designed and developed by Berbrand located in Brescia and that will be launched in 2011
From high fashion to luxury, buttons and accessories in fashionable and genuine mother of pearl, for a large niche of customers looking for “not only the brand but also the intrinsic value “explains Emanuele Bertoli, the founder and owner of Berbrand. A challenge attempted to provide further product innovation and process excellence. “Have you ever wondered – continues Bertoli – why when you notice a particularly beautiful rose we usually say “it seems fake’? We have generally lost the sense of natural beauty, like listening to an opera and a symphony of music, a painting, a vacuum that oppresses, a desert that leads to the bold look for the nearest oasis where you can find comfort, friendliness and charm with the ambition to be Outstanding. ” The new project is on the market as the production of pearl tiles obtained from the re-use of waste products of the buttons mounted on a special support, and that allow you to create special effects of light and be intensively emotional. The company that makes and sells the plates is called AOR, a spinoff of Bebrand which controls the 75% of the share capital. Superlativa™’s patents, whiche the first was dated 2005, it’s developed through a collaboration between Berbrand, Politecnico di Milano, Micromega Network, Regione Lombardia, AIB, POLIMI and the Aquarium of Genoa. Excellence means for Berbrand also a perfect vertical integration starting from the pearl shells cultivations on Australian shores – continues Bertoli -. The raw material and the mother of pearl threads are then processed in Vietnam where we have two factories one supplying Berbrand and one serving Aor. The third plant is expected in June 2011. ” The distribution follows the roads of Berbrand Italy, the U.S. and European market with a total turnover of about EUR 2 million. Now, the objectives for superlativa™?
“We have a five years running plan – said Bertoli – At the present we have already ongoing projects by applying this unique new material on the bike Augusta, on the Automotive sector, boats, interior design, outdoor furniture, glasses, and now we are also working on a private jet. It is undoubtedly a product of a certain rarity and for that our main challenge now is the European market, where we want to conquer the most pretentious customers – acculturated and looking the very best. We also have already some contacts with royal families. ” The receipt that has allowed to Berbrand to constantly grow since 1995, is based on a supreme quality, talent and passion at all levels. “In Berbrand actually works 7 people, in Aor 3. The average age is relatively small and young” the CEO considered him as the “oldest” with his 43 years. Bertoli continues “Over the years we have set the company by putting our stakeholders, suppliers and employees in the first place because they are all essential and this has enabled an ambitious and balanced development. ” We’ve always focused on the theme of sustainability . How? “By partnering with the Aquarium we obtained the Ecocrest© certification This is the first trust brand that certified sea products with the must to be eco-friendly and ethically correct. It was created by the Foundation of the Aquarium of Genova Onlus and may be granted in all countries of the world. ” In this way the sea product receive a particular attention and the royalties sfaeguard projects for particularly endangered species and ecosystems. In order to obtain the Ecocrest© label, each product and the entire supply chain must be inspected and certified by experts from the Foundation of the Aquarium of Genova Onlus through yearly inspections. Combining ecology and sustainability, will role the future of Berbrand. “We are studying eco-marketing projects – Bertoli go on with – and surely will continue to focus on sales of values associated with the brand . We are quite since the company sign a further increase of the turnover notwithstanding the crisis. The brand is growing especially in high fashion, we provide the main European brands, especially in France and England. We are also recognized for our efficency on the logistics front, where we score a certain dynamism in the world and recently we won the first prize in Operation and logistic at the SMAU event. “Brescia will see also in the future news project with superlativa™, but in a larger view, as told by the owner: “We are watching with great interest to the U.S. market and we have other patents in the pipeline since 2012.”
Berbrand
Berbrand was founded in 1995 as a private company and then became a SRL. Under the lead of Emanuele Bertoli is among the first companies to relocate production in Vietnam in 1996. In a few years, thanks to the ability in extreme Pearl cultivation, commercial and scientific partnerships, the company becomes unique in the industry to fully certify the traceability of production in the Pinctada maxima, the Australian mother of pearl. Berbrand diventa così fornitore di marchi protagonisti della moda e della camiceria internazionale. Berbrand becomes supplier of the best brand leading names in fashion and international shirts

Business & Gentlemen n.15

berbrand

Da Adro, nel bresciano, alle coste australiane passando per il Vietnam. È il viaggio che l’azienda Berbrand da anni percorre per produrre i bottoni e accessori moda in vera madreperla conosciuti in tutto il mondo. A partire dal 2011 l’impresa, attraverso il suo spin-off Superlativa, lancerà un nuovo prodotto all’insegna del lusso più ricercato

Moto, macchine, private jet e imbarcazioni rivestite di lastre in filo di madreperla purissima e originale, proveniente dalle coste australiane. Una produzione di lusso, unica e di alta qualità pensata e studiata dall’azienda bresciana Berbrand e che sarà lanciata sul mercato a partire dal 2011 sotto il marchio Superlativa.

Dall’alta moda al lusso, un salto che l’impresa di Adro, specializzata in bottoni e accessori moda in vera madreperla, ha fortemente voluto per avvicinare nuovi mercati e una nicchia di clienti che ricerca “non solo la marca ma soprattutto il valore intrinseco” spiega Emanuele Bertoli, fondatore e titolare di Berbrand. Un salto cercato per fornire un’ulteriore innovazione di prodotto e processo per cercare così l’eccellenza. “Si è mai chiesta – prosegue Bertoli – del perché quando si osserva una rosa particolarmente bella si sia consoni aff ermare ‘’sembra quasi finta’’ o del perché il trash faccia ascolto? Abbiamo generalmente perso il senso della naturale bellezza, dell’ascolto di un’opera lirica, di una sinfonia musicale, dell’ammirare un quadro d’autore, un vuoto che opprime, un deserto che spinge gli audaci a cercare l’oasi più vicina dove poter trovare ristoro, amicizia e fascino e, Superlativa ha l’ambizione di esserlo”. Il nuovo progetto si presenta sul mercato come produzione di piastrelle di madreperla ottenute dal re-utilizzo degli scarti di lavorazione dei bottoni che, montate su un supporto resinico, permettono di creare particolari eff etti luminosi. La società che produce e commercializza le lastre si chiama Aor, una spin off di Bebrand che la controlla al 75%. Il brevetto di Superlativa, datato 2005, si è sviluppato grazie a una collaborazione durata 5 anni tra Berbrand, Politecnico di Milano, Micromega Network, Regione Lombardia, il sistema camerale lombardo, AIB, POLIMI e l’Acquario di Genova. “Come per Berbrand anche per Superlativa la madreperla arriva dalle coltivazioni di conchiglie e molluschi bivalvi del genere Pinctada sulle coste australiane – prosegue Bertoli -. La materia prima e le piastrelle vengono successivamente lavorate in Vietnam dove siamo presenti con due stabilimenti Berbrand e uno Aor. Lo stabilimento Superlativa è previsto entro il giugno 2011”. La distribuzione di Berbrand tocca Italia, mercato europeo e Stati Uniti per un fatturato complessivo di circa 2 milioni di euro. Gli obiettivi per Superlativa?

“Abbiamo stimato un piano di sviluppo in 5 anni – spiega Bertoli -. Ad oggi abbiamo già avviato progetti unici applicando questo nuovo materiale sulla moto Augusta, sulla Ferrari, su imbarcazioni, progetti di interior design, arredi esterni, occhiali e ora stiamo lavorando anche su un jet privato. Si tratta indubbiamente di un prodotto di una certa rarità e proprio per questo ci rivolgiamo al mercato europeo; vogliamo conquistare una tipologia di clientela diffi – cile e che ricerca il massimo. Abbiamo già alcuni contatti con case reali”. Il fi lo conduttore che ha permesso a Berbrand di crescere dal 1995, ampliando il proprio raggio di azione, è costruito sul tridente vincente della qualità, talento e passione a tutti i livelli. “In Berbrand lavorano 7 persone, in Aor 3. L’età media è relativamente bassa e giovane, conside rando che il più “vecchio” sono io con i miei 43 anni. Nel corso di questi anni abbiamo impostato l’azienda ponendo i nostri stakeholders, fornitori e dipendenti al primo posto perchè sono tutti fondamentali e questo ha permesso uno sviluppo armonico e ambizioso”. Il nuovo progetto Superlativa aff onda le radici nell’idea e nella pratica di ecosostenibilità su cui Berbrand da sempre punta. Come? “Grazie alla collaborazione con l’Acquario di Genova abbiamo ottenuto la certifi cazione Ecocrest. Si tratta del primo marchio fi duciario che certifi ca materiali e prodotti di origine acquatica provenienti da fi liere ecosostenibili ed eticamente corrette. È stato creato dalla Fondazione Acquario di Genova Onlus e può essere concesso in tutti i Paesi del mondo”. In questo modo vengono favorite le fi liere produttive che contribuiscono a migliorare gli ambienti acquatici o a conservare specie ed ecosistemi particolarmente in pericolo. Per poter ottenere il marchio Ecocrest, ogni prodotto e l’intera fi liera produttiva in questione infatti devono essere esaminati e certificati dagli esperti della Fondazione Acquario di Genova Onlus attraverso visite di controllo con cadenza annuale. E proprio sull’ecosostenibilità, unita all’eccellenza, si giocherà il futuro di Berbrand. “Stiamo studiando progetti di ecomarketing – prosegue Bertoli – e sicuramente continueremo a puntare sulla vendita di valori legati al marchio. Siamo ottimisti e come azienda possiamo dire di aver retto bene all’ondata di crisi incrementando il fatturando e avvicinando nuovi clienti. Il marchio è in continua espansione soprattutto nell’alta moda; forniamo le principali firme europee, soprattutto in Francia e in Inghilterra. Ci viene inoltre riconosciuta una particolare effi cienza sul fronte della logistica dove segniamo un certo dinamismo in tutto il mondo”. Nel futuro dell’azienda bresciana sono previste novità in linea con il progetto Superlativa e il concetto di ecosostenibilità, come racconta il titolare: “Stiamo guardando con molto interesse al mercato degli Stati Uniti e abbiamo in cantiere altri brevetti a partire dal 2012”.

Berbrand
Berbrand nasce nel 1995 come azienda individuale per poi diventare una SRL. Sotto la guida di Emanuele Bertoli, è tra le prime realtà a delocalizzare la produzione in Vietnam, nel 1996, per la lavorazione della madreperla. Nel corso di pochi anni, grazie all’abilità estrema nella lavorazione della madreperla, di partnership commerciali e scientifiche, l’azienda diventa l’unica al mondo del settore a certificare interamente la tracciabilità della produzione in Pinctada maxima, la madreperla australiana. Berbrand diventa così fornitore di marchi protagonisti della moda e della camiceria internazionale
.

http://www.businessgentlemen.it/index.php?option=com_content&view=article&id=2141:berbrand-il-bello-dal-valore-superlativo&catid=80:anteprima-&Itemid=177

The Made in Italy Business Directory

BERBRAND: “MADE IN ITALY” WITH TECHNOLOGY, RESEARCH AND ECO-SUSTAINABILITY

BERBRAND: “MADE IN ITALY” WITH TECHNOLOGY, RESEARCH AND ECO-SUSTAINABILITY

A top level service offer, particularly in the logistics sector, combined with quality and competitive prices: these are the strong points of Berbrand  from Adro (Brescia), a company founded in 1995 that over a short space of time has become a world leader in the processing of Pinctada maxima, the precious Australian mother-of-pearl. It comes in a variety of colours for fashion accessories such as buttons, whose production is entirely traceable and certified. Even the processing scraps are used for producing Superlativa sheets, unique products for the interior design of houses, yachts, aeroplanes, luxury cars, and mosaics for swimming pools, fitness centres and household furnishings.

We spoke about all of this with the managing director, Emanuele Bertoli, who is also the company’s founder, and asked him about its positioning in foreign markets and what the prospects were for the future. We focussed particularly on eco-sustainability, since Berbrand was the first company to obtain “Ecocrest” certification, also winning the 2006 “Premio impresa ambiente” (Business Award for the Environment), established by the European Commission Directorate-General for the Environment to promote organisations that contribute towards sustainable development.

Mr. Bertoli, what has helped your company grow?

 

Having focused heavily on vertical integration; our raw materials come from Australia, production is in Vietnam, distribution in Europe, and the brains are in Italy. This organisation gives our customers, who are mainly large fashion labels, awareness of the added value that certified and eco-sustainable natural buttons have.

How do you position yourselves in foreign markets?

Our development in Europe is connected to large designer labels, to which we offer a complete service. We are also present in Tunisia, Morocco, India, Bangladesh and many other countries, including China.

Is there any foreign market that interests you in particular?

We are focusing particularly on the United States, where we hope to compensate for our current weakness due to the revaluation of the Euro against the dollar.

Is there any market that might represent a future challenge?

It might surprise you to know that it is not China, because we consider that challenge already overcome. There is a lot of work to be done, however, in Central and South America. I’m thinking, for example, of Brazil.

Has the decision to invest in eco-sustainability paid off?

It is paying off, particularly in the English-speaking markets and obviously in Germany and France. In Italy, however, there is still a lot of work to be done in this area.

Who are your major competitors at an international level?

Certainly the Chinese and Asian companies. Nevertheless, we are successful in the market thanks to a certified quality that we are able to guarantee.

What is Berbrand’s greatest challenge?

To remain flexible and ready to keep pace with the dynamism of our customers, who, in a sector such as fashion, have to contend with a market that is continually evolving.

http://www.italtrade.com/spotlight/index.htm