Corneliani brings one collection for the entire world
Corneliani is a distinguished Italian company with a rich history dating back to the 1930s. Founded in Mantua by Alfredo Corneliani, the brand quickly gained recognition for its handcrafted raincoats and outerwear. Today, Corneliani is a global leader in menswear, known for its Italian refinement, elegance and fine craftsmanship. With a commitment to timeless elegance, Corneliani produces impeccable suits and jackets using sophisticated materials and relaxed tailoring, reflecting the brand’s innate passion for beauty and natural style. Fibre2Fashion speaks to Salesh Grover, Business Head at OSL Luxury Collections Pvt Ltd, a brainchild of OSL Group, which has ventured into luxury fashion retail segment with Corneliani India.
How has the COVID-19 pandemic affected the retail industry, and how has Corneliani adapted to these challenges?
The COVID-19 pandemic has had a significant impact on the retail industry, presenting unprecedented challenges. Corneliani was not immune to these challenges, but we adapted by vaccinating our staff for home shopping. We also received decent support from our partners. So, despite the difficulties, we handled the situation with a very optimistic attitude.
What sets Corneliani apart from other luxury menswear brands?
What sets Corneliani apart from other luxury menswear brands is its strong Italian heritage and focus on refinement and elegance. With its origins in Mantua, Corneliani’s taste and style is deeply influenced by this rich and multifaceted location in the cultural heart of Italy. The brand’s attention to detail is another defining characteristic, and its products are always practical and made with relaxed tailoring that expresses the unique Italian style.
How does the brand balance the traditional craftsmanship of Italian tailoring with modern fashion trends?
Balance between Italian traditional craftsmanship and modern fashion is the USP of the brand. Our products are designed keeping the latest fashion in mind, while giving a very natural and elegant look.
Can you describe the typical Corneliani customer? What kind of style and lifestyle do they embody?
The typical Corneliani customer is someone who is knowledgeable about Italian fashion and has a passion for it. They prioritise style but also value comfort. They embody a lifestyle that is sophisticated, elegant, and refined.
What is Corneliani’s approach to sustainability and ethical fashion?
Corneliani is committed to sustainability and ethical fashion. The brand exclusively uses natural and organic fibres from suppliers who prioritise sustainability. Recently, Corneliani launched the CIRCLE capsule collection, which uses recycled materials to manufacture each garment. Thus, Corneliani follows a forward-looking approach that makes sure that the products are created with a very low environmental impact.
How does Corneliani ensure that its retail stores provide a consistent brand experience for customers around the world?
We have always tried to maintain uniformity in terms of the look and feel of the store. Same timelines of new collection launch, and qualified staff to help customers choose the product are some of the consistent experiences that the brand provides at its stores around the world. It is one collection for the entire world.
How important is e-commerce for Corneliani, and how does the brand balance online and in-store retail experiences?
In India, we are still experimenting with e-commerce through various luxury marketplaces. We always try to ensure that our classic and easy-to-manage product line is available online too. Our product descriptions online provide comprehensive details about the products to give customers a real sense of what they are purchasing.
How does Corneliani engage with its customers and build brand loyalty beyond the point of sale?
Our service, commitment to quality, and transparent approach at every stage of the manufacturing process makes the real difference. Customers love to visit the brand to understand more about it and experience its uniqueness. Focusing not only on product sale, but also on educating customers on what is best for them in a fashion sense is what adds to the brand loyalty.
Tell us about any exciting new developments or initiatives that Corneliani has planned for the future?
Trunk shows, exciting and relevant market strategies for Indian audiences, and events like Made-to-measure are some of the initiatives which we have planned for the future.
In your opinion, what are some of the biggest challenges facing the luxury menswear retail industry?
The right manpower and the right environment to sell the brand are the two biggest challenges. Also, there are not enough retail setups for luxury. More avenues to sell luxury products are needed.
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.