Brunello Cucinelli says multi-brand retailers are special and inspiring, but must remain consistent across physical and digital channels

Brunello Cucinelli spoke at the NE(x)T Retail – The Future of Multibrand between Continuity, Transformation and Made in Italy conference, organised by Camera Buyer Italia in collaboration with the Ministry of Enterprises and Made in Italy and under the patronage of Camera Nazionale della Moda Italiana, praising the role of multibrand retailers while also urging greater consistency between the identity of physical stores and that of their e-commerce.
 

“I grew up with multibrand retail; until 30 years ago, that was the business, and even today we generate 40% of our sales through the wholesale channel. I owe a great deal to all of you, beginning with Mr Barney Pressman (founder of the New York department store Barneys, editor’s note), who, 40 years ago, came to our stand at Pitti Uomo, bought our jumpers and showcased them in New York — a dream for us,” said the Umbrian entrepreneur.

“Multibrand retailers are the true guardians of the brand: when you come to see our collections, if we as companies have the courage to listen, you help us understand whether they are contemporary and truly interesting. Your stores are a source of inspiration for us: when we prepare the collection for one of our single-brand stores in a particular city, we look to the finest multibrand stores in the same city for inspiration. Many of your stores have been there for many years; you are synonymous with culture and architecture, and it is a mark of prestige to say that we work with you.”

After such heartfelt praise, however, Cucinelli also highlighted some concerns: “The advent of the web was a delicate moment: in a physical store you can understand who we are; online it is more difficult. In my view, multibrand retailers need to establish a stronger identity online, as they have in physical stores. I understand that e-commerce generates a lot of turnover — although I believe it is not especially profitable — but the risk is that you lose your identity.”
 
“You have a great history behind you; you know your customers; when you place orders you know what your clientele likes. Show us, as companies, that even when you sell online you remain consistent with your identity. Your boutiques are beautiful; I would like your websites to be a reflection of your boutiques,” the cashmere entrepreneur concluded.