Ferrari's (hi)story in a T-shirt

60 yeas ago, Scuderia of Maranello was born producing its unforgettable car. It was the 166 Inter, which was introduced to the world remarkably on the 6th of the October 1949 at Car Salon in Paris. After all this time, Ferrari factory has created the t-shirt "Daily Courant" for the S/S 09. The long sleeves t-shirt in black, red, green and white is charaterized by the newspaper-like print of an original header of that time. The precious Cavallino Rampante completes it on the front and on the backside the word Ferrari. You can find it in the one-branded store Ferrari for 75 euro.

2357 Sarta tour and temporary store

Due, tre, cinque, sette sono i primi quattro numeri primi, numeri interi indivisibili. Sono gli “Atomi dell’Aritmetica”, gli elementi base con cui si costruiscono tutti gli altri numeri naturali. Basici e unici come i capi della collezione e come ognuno di noi.

2357 nasce a Milano nel 2007 con l'obbiettivo di creare un nuovo standard nell'abbigliamento basico, offrendo un prodotto di altaqualità garantito dalla produzione esclusivamente ed interamente made in Italy. L 'abbigliamento non è tuttavia l'unica prerogativa di 2357; Il brand , è impegnato nel sostegno delle realtà creative emergenti.
Attraverso eventi e iniziative, 2357 mira a stabilire un punto d'incontro tra giovani stilisti, esperti del settore e pubblico, promuovendo una forma d'arte che, non si basa più solo ed esclusivamente sul prodotto ma sul processo creativo nella sua totalità. Ne è un esempio il Temporary Store di via Scaldasole a Milano, inaugurato in occasione del lancio del brand stesso, che per la durata di cinque giorni è stato adibito a spazio espositivo, laboratorio creativo ma soprattutto spazio di interazione tra designer, artisti e visitatori. In questa occasione, 2357, mettendo a disposizione le parti che compongono una felpa in vari colori e una sarta pronta ad assemblarle secondo il desiderio del pubblico, ha così dato via a una serie limitata di capi personalizzati, aggiungendo così un ampio margine di creatività individuale ad un prodotto che resta pur sempre semplice e basico.

Dopo il successo di Milano 2357 replica il Temporary Store scegliendo Verona come tappa; già teatro della seconda campagna pubblicitaria. Il Temporary Store, che vuole dunque essere la seconda fermata di un tour italiano in sintonia con il sapore nostrano del brand, avrà luogo il 6 dicembre dalle 17,30 alle 20,30 all'interno dello store Double5 in via Adua 16, influente multimarca di urbanwear and shoes. A testimonianza di questo eccezionale sodalizio, il capo sarà reso ancora più unico dal ricamo del logo 2357 affiancato a quello
di Double5.

2357
Via Pietro Colletta, 16 - 20135 Milano Italy
Tel. +39 02 45499430/31 Fax. +39 02 45499404
http://www.2357.it

The shadows of crisis on the Fashion Week

Only two days before the start of Milan Male Fashion week miss and the rushing city seems to be the depressed, not-buying capital. Few passersby, half-empty shops and frustated window-watching occupy the high street. Corso Vittorio Emanuele has seen its pillars falling down and also via Berchet has been closed for the ice. For scaramantic ones, the sign of the crisis appears when the city loses its glam pieces.

The crisis pervades all the streets and transforms them. Even 2 stores along the high street has switched to temporary shop, but in the worst, low cost way. And where was Mondadori bookshop in the past, now the mega-window of AN lies.

Crisis changes trends and people behaviour in front of the mirrors and shop windows. The dresses walking down the street are still fashion, but too many times are exceptional fakes, like UGG boots. Sadly, or not, the girl who saved on food to buy a Balengiaca bag is disappearing. While fashion victims and addicteds can't afford their beloved blue chip brands, the fashion conscious ones grow, aware of the possibilies of the outdoor markets. Fashion traverls move all over the world to find branded bargains in the devasted NY or in the well-known Camden Town market in London.

Two days left to the fashion shows and designers are not so optimistic, neither the Fashion Italian Chamber. Indeed, a fee of 60 euros has been put on journalists who wants to being part of the fashion biz in the following 4 days. The president of the the chamber, Boselli, said: " The accreditation tax is not about the crisis: Paris, London and NY already has made it paid for several years." And what about the crisis? Boselli replays: " People still want branded and wonderful clothes, but not at boutique prices." In this statement, he referes to the exstraordinary results gained with outlets, even though Ascomodamilano reports not encouraging data. " This trend is not good for retail, traditional, one brand store in the historical centre." Franco Tomelli explains, secretary of Fashion Federation. And the futures about sales period (2% sold more than the previous year, medium receipt 150 euro) are not enough. " They are going to finish soon and people won't spend until the next ones. There are other priorities in the long run."

On Saturday, Milan Male Fashion Week is going to start for the F/W 09/10 and will be interrupted on the 20th of January: 4 days, one less the usual, because of the YSL event in Paris, designed by Stefano Pilati.

Interactive mirror connecting people

As a person stood in front of the mirror, a camera relayed live video images of her to an Internet site where online participants could view her outfit. When Web viewers responded by sending her comments, their instant messages popped up on the left side of the mirror for her to read. They also selected items for her to try on, causing virtual images of the clothing to appear before her in the middle of the mirror, like life-size holograms. “I think it’s very cool that you could be in a department store and have your friends online at the same time helping you shop. It’s fun,” a customer said as a virtual navy blouse and white pants appeared in the mirror. She took a few steps back to line up her frame with the clothes on the screen.

But pointing to a friend accompanying her, she said the interactive mirror would not inspire her to trade team shopping for Web critics. “You get more personal attention when you shop with a friend live,” she said. For many women, shopping is a task best achieved in the company of other women. And when friends or mothers are not around, shoppers have become accustomed to snapping and sending photos of Coach handbags and Juicy Couture hoodies with their camera phones and soliciting opinions before they buy. But the new mirror, introduced to Nanette Lepore by IconNicholson, an interactive design firm in Manhattan, takes the concept of shopping in tandem one step further by streaming real-time video to the Internet and inviting shoppers to actively involve off-site friends to join the process. It brings fashion into the realm of social networking where people already freely share their opinions and lives via MySpace, Friendster, Facebook, YouTube, blogs and Web cams.

But it raises the question of whether the immediacy and tactile experience of shopping together in person can translate to a virtual audience. “The idea of being able to take your whole social network with you when you shop is a concept that any kid who leaves their house every day with their social network in their phone will understand,” said Tom Nicholson, the chief executive of IconNicholson. “They are already sharing everything with 500 contacts on Friendster, so if five of them happen to be online, why not ask them whether you look good in green?” “We’re all asking each other: `Do I look fat? How does it look from the back? Can I wear this with jeans?’ ” Ms. Lepore said. “If you want the truth, you need to shop with a critic whose opinion you trust.”

Moncler shops: from the cities to the mountains.

After the recent openings in Paris and Milan, Moncler has opened its boutiques even in Honk-Kong, Aspen and Gtsaad. This is a step forward for the brand that has increased its presence both in cities both in skii resorts.

Common element among the stores is Gilles&Boissier architecture studio. Particularly, they paid attention to the context of the shops. "The launch of Moncler in Honk Kong represents the starting point towards the development of the firm in Asia", explains Remo Ruffini, president and art director of the brand. That's why, it has been choosen the floral matter in a contemporary enviroment like Ifc Mall that recalls the french and also the asiatic tradition. While, other stores have been put in a montain situations, according to the technical garnment proposed by the firm. Here, down jacktes find their own habitat in aristocratic places, like Gtsaad and Aspen, where the wooden floor and the blue ceiling of the shops remind of the deep of the sky and the rocky mountains.

60% of italian is going to buy on sales

Italians gave up to buy during Xmas time waiting for the sales. This is what Codici states with a survey over 2250 families across the country where the 60% of the interviewees is going to purchase branded items during winter sales. Particularly, italian families with sons from 10 to 16 y.o. declared that they had renounced to Xmas presents and procrastinated them to this magic, low prices period and they are going to spend 450 euros on average on shoes, jeans and suits.
If we add to this the expense of the parents, it is evident that 600 euros can be easily reached.

Codici invites consumers to pay attention during sales to their purchases, specially to branded clothes that might be ever expensive despite of sales. Moreover, it reminds that on sales items must be separated from full priced ones, old and discounted prices have to be indicated and clints have the right to try on garnment. Finally, wrong bargains can be exchanged but only if you have the receipt!

Spring/Summer 09 spectacular fashion shows

Fashion sometimes offers unique and spectacular shows. For spring/summer 2009, designers and fashion houses have come up with fantastic and magical fashion shows, pushing their imagination to the wildest limits.

Humble luxury and ecology for 2009

A slow fashion without seasons, an humble, not showing off luxury, minimal combined with eco-friendly emotions. This is the style of 2009, acoording a research by Worth Global Style Network.

If up to now fashion world decided with lines and collections the seasons, now this plan is alterated. The cause can be founded both in the fast fashion like Zara and H&M, both in the climate changes and now the major part of the products are trans-seasonal. On the one hand, there are who prefers to propose 6-8 collections, on the other hand someone elese choose the tailored clothes.

But qhat about the customers? They face the changes imposed by the crisis looking for the quality and the saving, an huge trend in Japan. The client discovers his attentionto the environment and finds answer in the gree campaign of brands and designers and in activity like guerilla gardening.

Bozzetti: Malpensa is the essential Fashion Hub

"Malpensa is the essential hub for northern italian fashion firms. To expropriate Milan and Lombardia of a such important international airport might create a damage to all the Fashion system in the region and in Italy. Like this, the risk is to favour other competitors-cities like Paris, London, NY where journalists and buyers may find easier to land." This is what has been said by Giovanni Bozzetti, president Lombardia for fashion commitee.

He continues: '''The reduction of the number of flights on Malpensa and the choice of Air France as partner instead of Lufthansa might represent the end of the economy in the region and in the northern area. This is due to the fact that traders want to reach Milan nonstop, while tourists don't mind this. That's why Rome can sustain it because its an historical city and Milan needs an international airport as it is a financial one.

Holiday shoppers say bye to lines & buy online

Freezing temperatures led to a sharp rise in online shopping last weekend as shoppers browsed for bargains in the comfort of their own homes.

About $677 million was spent over the Internet on Saturday and Sunday, nearly double the amount spent the weekend before Christmas last year, according to comScore, a company that tracks Web traffic. "Online spending over the most recent weekend was clearly substantially heavier than the corresponding weekend nearest Christmas last year, which suggests that many consumers opted for the cozier confines of online shopping rather than having to brave the severe cold and snowstorms," comScore Chairman Gian Fulgoni said.
The amount spent online overall this holiday season is down 1% from last year.
And with five fewer shopping days between the end of November and Christmas Day this year, the news was not all positive for retailers.

"[It's] a positive late-season boost for online retail perhaps," Fulgoni said. "But it's ultimately not going to do much to make up for the significantly shorter shopping season this year."

Changing with old items in Milan on sales

Items on display have been replaced with older collections in occasion of the sales in Milan. Instead of starting the 7th, they took place from the 3rd to face the economical crisis but with this "surprise": a sneaky idea to clear out the stockroom at a reasonable price, acoording to shopkeepers.

While it might appear a good occasion for traders, it is absolutely harmful for customers and brands. For example, the lack of the manufacturing date creates a strong asimmetry between clients and salers. That's why is necessary a specific international law to impose it. The matter of the fact is: if customers are not satisfied as they wear clothes of the previous years or lines, the well-known firms are going to lose their faithful customers and an effective advertisement will never be effective. Consequently, a chain will be created: if a group of clients moves to another brands or products, they will affects the purchasing decision of others in a long and unstoppable spiral.