Last week, as already mentioned in previous posts, we attended Sì Sposa Italia Collezioni 2015 in Milan. The market for men’s wedding suits has dramatically changed and in this post we will make some reflections on how this field has evolved and the developments of recent years.
With no doubts, the participation in a global exhibition is always a good opportunity to meet worldwide manufacturers and retailers, to understand the new proposals and to highlight any gaps in your own production. You have to treasure every experience, even if the results have not been reflected the hopes that we had at the beginning.
Our booth had a small representation of all 5 collections, with red curtains, wooden panels and columns, an ancient table in the center, classical paintings and an imposing armor of the fifth century in the showcase to give that touch of luxury and elegance that our men’s wedding suits deserve. We wanted to stand out because we believe that our products don’t belong to the most widespread global supply of whom we shall discuss below.
We will not analyze women’s market because it isn’t our expertise, but we have such a history and knowledge that we can make some considerations on the male market, how it was, how it is and how it is evolving into a period of extreme economic crisis . Let’s start by saying that there were 18 booths in the hallway dedicated to menswear, almost all with Italian names … not Italian, however, were the goods!
The textile sector is becoming more and more industrial, it has lost the originality and quality that distinguished it in the past and its production is becoming more and more massive in underdeveloped countries, emerging markets with an economy that always travels faster .
Men’s wedding suits all over the wordl
A few decades ago this situation arose in agriculture in the times of tobacco and olive oil, where the production has become more and more massive and less careful about the quality of the offered product; meanwhile it was developing the textile industry, with new ideas and innovations. Today, the textile industry has become what once was the farming sector, and the innovation is found almost exclusively in the field of technology.
We’re talking about products packaged and made with materials from underdeveloped countries, where labor is cheap and the quality of the fabrics is poor. Therefore, selling price is very low. The countries we are talking about are mainly Turkey, China, Tunisia and India, and an important consideration that we must make is about the number of people in these countries.
Population in these areas is growing at impressive levels, they are billions of people who work at low prices for more than 12 hours a day, sometimes in very bad conditions and with no human rights. What does it leads to? to a large number of suits produced per day, all identical.
Presence of market competition is always good for all competitors, because it encourages them to do better and to meet the costumer to gain a bigger share of the market; but in this area and with these prices you just created a too deep imbalance that has damaged many companies who work and produce in Italy. This is the situation: either you buy an imported good for about 250 Euros or you will choose a good paying its quality or advertising for 1200 Euros.
We must go back to evaluate a Made in Italy product for what it really is: a product of extreme excellence, which can’t be put in comparison with the mass-produced suits. In fact, unfortunately, walking through the hallway of the exhibition dedicated to menswear, the most evident thing was an extreme standardization of the product.
This situation is unsustainable in the most important trade show in the world in the field of ceremony, as it would be if that happened in Florence during the Pitti, excellence in menswear.
The real issue is that Italian producers have lost much of their creativity and originality, and in order to sell a greater number of garments have succumbed to compromises adapting their business to productions that were the most popular or who cost less.
The final result is an overly simplistic presentation of a 4-piece suit all the same, mimicking the proposals of the king of the ceremony. Fabrics and packaging in ceremony have become improper and mass production took power in the market, removing visibility and importance to excellence, that it doesn’t purport to achieve stratospheric numbers of selled garments, but who wants to be recognized as such.
Putting together all these aspects (poor quality, mass production and little creative input), the situation has become extremely chaotic in the market of men’s wedding suits, both for companies and for consumers who are no longer able to understand and distinguish the Made in Italy goods from the improper ones.
Ottavio Nuccio Gala wants to show his faith in the ongoing to propose a pure Made in Italy product, in which you don’t only look at the price, but to the quality / price ratio for further promote excellence of textile in the world.
We will always continue to produce 100% Made in Italy suits because we believe that there are people who wouldn’t be willing to buy a low quality product just to save money, or who wants to stand out from the mass without wearing the usual 4 pieces suit of the same fabric.
Ceremony is not only based on that: there are morning suits, the tailcoats, tuxedos, beautiful Baroque style and much more. If a person has a strong taste and a strong personality, nothing can stop him from buying a product that fully reflects its needs.
Experience in Sì Sposa Italia Milano has opened our sights on a new reality, has made us more aware of what we are and the product that we introduce to market; The goal now is to move towards customers who know how to give value to our creations, because the greatest satisfaction comes from that.