INTERVIEW with Romina Nicolò byspetticreative.it
In the Visual Merchandising and Sales Techniques courses we hold, we always tell successful Case Histories. Stories of those who, in defiance of everything that is said about opening a shop, about competition from online and big brands, have found their identity and their success, focusing on the uniqueness of their point of sale.
Wanting to create a video interview for our seminar, Chiara and I immediately thought of the owner of this delightful shop in Sesto San Giovanni, an environment where shopping is a real pleasure.
Romina welcomes us on the sofa of her shop, and while sipping herbal tea and biscuits we start chatting.
When did you decide to open your own shop?
"I made the decision at the age of 24. I was young but I already had a fair amount of experience in Haute Couture showrooms. I quickly realized that the Haute Couture environment was too small for me, I wanted to create something of my own."
Why have your own shop and not a franchise?
"Coming from a rigid environment like that of Haute Couture, I felt a strong need to express my creativity, and with franchising it would have been difficult for me. I wanted to create something that reflected me."
How did you identify the target audience of your store?
"I addressed a female target, quite broad because the age range of people who pass through here is wide. I chose a product that represents me and that has grown with me. I could hardly have sold a product that I don't believe in."
FULL INTERVIEW on: