Buyers select: Sabina Zabberoni and Rebecca Zagnoni Julian JZero

Buyers select:
Sabina Zabberoni and Rebecca Zagnoni
Julian JZero

Editorial

Edition 96

07.12.2022

Buyers Select takes you behind the scenes of your favorite stores to meet the people who choose what children will be wearing, explain the most exciting trends, talk about their market and the increasing interaction between physical and digital. Plus, they offer some suggestions about brands and companies, and Pitti as well.

by Elisabetta Campana

Founded in 1959, Julian Fashion is a leading Italian multibrand store in fashion and luxury. Sabina Zabberoni currently leads the company, which has eight stores in Milano Marittima, Lido degli Estensi, Rimini, and Città di San Marino, along with an e-commerce website, two operating offices and more than 150 employees. Last May, Julian Fashion opened its first store dedicated to kids in Rimini: Julian JZero. According to Rebecca Zagnoni, the kidswear buyer, the fall-winter performance has been positive. Increasingly, customers are concerned about sustainability and the right balance between quality and price. As important occasions resume, so make requests for formal proposals. Among trends, the logo theme continues to be popular, as is the no logo theme, on the other end of the spectrum. For the upcoming cold season, buyers focus on outerwear, ceremony, sneakers, and products for newborns. Julian JZero also has several events, parties, and collaborations in the pipeline to build customer loyalty. The Pitti Bimbo fair represents a unique opportunity for Zagnoni. It allows her to actually touch collections, catch different visions and fashion trends, and meet colleagues and industry insiders.

How is your autumn-winter season going?

In terms of sales, the trend is positive. The top luxury brands are all doing very well. We are happy with the performance of our first store dedicated to kids, Julian JZero, which opened in Rimini last May.

What do today's customers want? Is sustainability becoming more important?

Today, our customers are more concerned about sustainability. By telling the story of the brands, we raise their awareness of the care and commitment to the materials used. The environment is fundamental to Julian Fashion: we place a particular emphasis on sustainable collections. Customers generally pay more attention to the correct value for money, which is why they reward brands that meet these standards.

What are the hottest trends in kidswear?

On one end of the spectrum, logos are winning, while on the other, the no-logo trend is also becoming increasingly popular. For example, regarding school clothes, some moms prefer "clean" and comfortable options: simpler, less flashy, but still focusing on fashionable combinations. In contrast, other moms buy their children garments with maxi logos.

Is there anything you would like to see more of in the proposals of brands and companies?

There is a demand for formal wear among our customers. Since the long lockdown period has ended, individuals have returned to attending parties and ceremonies, requiring clothing suitable for such occasions. Again, many consumers seek value for money, so we are looking for alternatives to the top brands.

What merchandise categories will you focus on in your autumn-winter 2023-2024 buying?

Our buying campaign has just begun. Our focus will be on the ready-to-wear segment, primarily outerwear and formal wear. Shoes, especially sneakers, are also crucial: we have included many practical and quality brands. We also order products dedicated to the newborns, such as strollers, baby bottles, mama's bags, and other valuable items for the baby's first months, always with a fashion touch.

Do you have any upcoming kidswear projects, collaborations, or events?

Our JZero boutique in Rimini was inaugurated last May with an event, and since then, we have organized parties, snacks, and collaborations. These include window displays created with Gucci, events in partnership with Brunello Cucinelli and Mini Rodini, and an exclusive capsule made with Douuod, presented in Milan at the brand's boutique in the Brera area. We aim to retain our customers as much as possible, and we are confident that these initiatives can help us achieve that goal.

Are there any other openings on the horizon?

We have a lot of news and projects in the pipeline for kids, but having just recently launched JZero in Rimini, there are no more openings planned.

Do you have any expectations for Pitti Bimbo's January edition?

We will likely find exciting ideas and high-level brands and collections. Additionally, we are looking to expand the range of accessories and toys for children, so I am confident of finding good options. Moreover, the Florentine event is an excellent opportunity to meet colleagues and industry experts.

What makes Pitti so unique?

Pitti Bimbo allows you to touch the collections and catch glimpses of different visions and fashion trends that are otherwise difficult to perceive. Engaging with other industry professionals will be inspiring.

For 30 years, I have written about fashion and luxury: after studying all aspects of the fashion system, I focused on retail, distribution, retail real estate, and international markets. Throughout my career, I have interviewed the most important Italian and foreign buyers, firmly believing that their precious, unique, real-time testimony on the wishes of customers, sales trends, and, therefore, a projection of the purchase budgets for collections, is the key to understanding the market, now more than ever.