Buyers Select:
Anna Gazzino
Luisaviaroma
Editorial
Edition 95
08.06.2022
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


Luisaviaroma, established in Florence in the early 1930s, has consistently been recognized for its tradition, research, and innovation. The luxury multibrand store was a true pioneer on the online sales front, having opened its e-commerce site Luisaviaroma.com in 1999 to allow international customers who had already purchased from the store to continue to do so from anywhere in the world. With the belief that customers seek products, but more importantly, an experience, both physical and virtual. Those assumptions also define the kidswear universe. In this spring-summer shopping season, Anna Gazzino assures us that there is a strong emphasis on daily wear and ceremonial garments in the wake of the revival of events and special occasions.
Regarding the offer, the buying manager kids would like some brands to ride the wave of the "mini-me" trend and include sizes 14 and 16 years. Furthermore, the focus of her research at Pitti Bimbo will be on sustainable brands, now essential. Finally, Gazzino reminds us that the important event dedicated to children, besides being a fundamental point of reference, for meeting and discussing with brands and colleagues, gives great prestige to Florence.
How is the season going?
This spring-summer, the most popular brands are Burberry, Gucci, Moncler, Balmain, and purchases are mostly for everyday wear. Although with the return of ceremonies and special occasions, brands such as Monnalisa, Self-Portrait, Il Gufo, Zimmermann or Nikolia are doing well, with collections that meet all customers' needs.

 
What are the hottest trends in kidswear?
For boys, the jungle print, and for girls, the lilac color and crop tops. Customers appreciated the pastel colors both for boys and girls.

Is there anything you would like to see more of in the proposals of brands and companies?
Several brands should take advantage of the "mini-me" trend more and explore all the potential it offers, including the sizes 14 and 16 year olds.
Which product categories will you focus on more when shopping for spring-summer 2023?
Unisex T-shirts and sweatshirts are certainly our top categories, but we would also like to expand our range of high-quality accessories, as well as baby clothes from zero to 24 months.

Are there any new projects, initiatives, and events dedicated to  Luisaviaroma kidswear?
We will present exclusive capsule collections for Luisaviaroma, just as we have done in the past with Moschino and DSquared2. Additionally, a kidswear corner has been added to our store in via Roma.
What are your expectations for the next edition of Pitti Bimbo in June?
After two years of Covid emergency and a lack of direct relationships with suppliers and colleagues, things are returning to normal. Our research will certainly focus on sustainable brands to expand our selection of sustainability-related products, already available on our website.

Why is Pitti such a unique experience?
All the events taking place within the Fortezza da Basso and around the city, connected to the fair, give prestige to Florence. In addition, Pitti Bimbo allows you to interact with colleagues of different nationalities and cultures.
Elisabetta Campana _ Freelance Journalist
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.