Irina Karimova, Ekaterina Lazareva

FashionEducation.ru: Francesco, how would you evaluate the situation in fashion sector of Russian market from your point of view?
Francesco Andretti: We have a lot of plans for our company, and we see here a lot of European companies investing into Russian market. We started 4 years ago our activity in market of Russia and we think that we going to perform further, using already existing ways of distribution and new channels as, for example, internet. At the moment, the situation is good for us.

FashionEducation.ru: What are the future plans of your company?
Francesco Andretti: Well, they are a lot. We are going to develop production due to new research of the market, and we are going to increase marketing activities as well. At the moment we start cooperation with new suppliers and new partners, and we are searching for new markets, of course. Export is very important for us as, for example, Italy exports up to 90% of fashion goods abroad.

FashionEducation.ru: What is the most important in the work of brand manager, as you think?
Francesco Andretti: I think that the most important is to create and develop the image of the brand in perception of customers. Quality is not the main issue, as the quality of our products is always good. What is the most important - that are emotions. Brand manager is the person who is responsible for all the process, even hiring people to the team. So his main task is to create the world of the brand, involving customers into it. There are a lot of companies in the market, so you have to be something different for your clients and customers. Aiming that, you have to concentrate on emotions. When people come to our stores, they see not only clothes, but the entire story we want to tell them. We try to explain our customers the philosophy of the brand.