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.
The historical Naples store Siola, founded in 1937, is the shopping destination for luxury kidswear: 600 square meters, in the city's heart, which houses about 90 top clothing and accessories brands. In 2012, it was acquired and relaunched by the Scherillo family, known for its kidswear companies. Last June, Siola landed in Capri and expanded its digital channels with a view to synergistic omnichannel. As CEO Marco Scherillo explains – assisted by his sister Teresa, creative director – the growing sales figures of the season confirm a greater drive to consume and buy emotionally. Brands and companies are expected to pay more attention to sustainability, to an Italian/Made in Italy production, and a social media strategy, in addition to a newborn offer, often considered only an accessory.
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How is this autumn-winter going?
After the period of forced closure, during which the digital channels allowed us to maintain a turnover anyway, the reopening of our boutique has led to considerable growth in sales. September and October went very well, also regarding occasionwear, which is still very relevant here in Southern Italy. In November, we saw a slowdown instead because all the Black Friday promotions drive customers to postpone purchases and ask for discounts, which we are not in favor of, out of respect for those who bought at full price. Fortunately, Christmas shopping got off to a good start in December.
What are customers looking for today?
We see people are keener to consume, buy emotionally, and express the desire to finally shop in-store and wear clothes, as life has gained a certain level of normality. Mini-me proposals are especially appreciated, in the name of the family concept also translated into clothing. Also, for the newborn, an area we specialize in, the choice is often focused on special items, with a particular appeal, such as cashmere rompers or designer shoes, even for the little months-old ones.
What are the most exciting kidswear trends?
First of all, sustainability: ecological garments made with fibers and processes that significantly reduce the environmental impact. Then, a robust social media strategy makes the difference even for kidswear brands, as evidenced by the successful collaboration between Chiara Ferragni and Monnalisa. Finally, a made in Italy production and, even better, an expression of the Italian spirit.
What would you like to see more from brands and companies?
Often, collections lack a structured proposal for the newborn, which is only an afterthought. For example, I am referring to a broader offer of accessories, ranging from baby bags to stroller bags.
Can you tell us about the Siola collection?
Our 0-10 line dresses children according to tradition and allows us to satisfy this type of request that is still very much in demand. The styles range from embroidered onesie to the smocked dress, British and loden coats, up to Friuliane shoes.
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How are your digital channels evolving?
We were among Farfetch's first partners for kidswear in 2017. Working with an omnichannel perspective, we continue to evolve: in 2021, we improved the Siola.com e-commerce platform. The project was linked to the opening of the Capri store last June, which guarantees us greater international visibility and allows our foreign customers to continue shopping from anywhere.
What are you looking forward to finding at Pitti Bimbo?
Pitti is the most important event in the sector and it is essential not only to get an overview of new products but also to discuss with colleagues and brands. I generally hope to find an atmosphere of trust.
Any suggestions for Pitti?
I would like to see training projects, seminars, talks relating to the market, and the most topical online and offline news/trends implemented in the program.
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