Menswear Brand Canali Holds Seasonal Variations In Beijing

Italy's famous menswear brand Canali has held a large-scale "seasonal variation" activity in Beijing, China. It is of great significance for the Canali event to be held in China this year when the brand is set to be 80th anniversary.

This activity not only shows the Canali brand's 2014 autumn winter, 2015 spring and summer men's wear series, but also invites Italy pianist and composer Ludovico Einaudi to perform live performances. In a series of wonderful special effects of visual and auditory interaction, Canali takes a time trip, experiencing seasonal changes and changing fashions.

Take this opportunity, the reporter also interviewed Canali brand global communications director, family member Elisabetta Canali, from the brand concept, the pformation of the new environment to the essence of Italy fashion style, by the elegant lady of Italy for you.

Reporter:

Canali brand global communications director, you have a wealth of communication experience. What is the most important brand concept in the process of brand communication?

Elisabetta Canali: when we publicize and introduce Canali brand around the world, we should convey to you the most basic values and brand ideas of Canali brand in a clear, concise and straightforward manner.

First of all, we are a brand with a long history, this year coincides with the establishment of the 80th anniversary commemorative, but we will clearly convey to consumers: we will never stagnate because of what has already been achieved. We have always been a vibrant, innovative brand, rooted in tradition, based on the present, and look to the future.

In specific publicity strategies

Our official website is an example.

Last year, we made a large-scale revision of the official website. The new website is not only to introduce our history and ideas, but also to have a positive interaction with the visitors of the website.

The rise of social media has proved the value of such interaction, and our website has such innovations.

This activity in China,

We also want to convey the concept of continuous evolution and innovation. First we will show you the clothing series of 2014 autumn and winter, and then the performance of musician Ludovico Einaudi. He has worked closely with us before. At the beginning of this year's Milan conference, we used his works as background music.

With the help of music, we will have seasons and then we will come to spring and summer.

We also want to express that we are in the process of continuous evolution and innovation instead of standing in step.

Reporter: in recent years, great changes have taken place in the global media environment. Especially in the rise of Internet and digital technology, how do you view such changes? What are the strategies of Canali brand in the face of new communication forms and changes in audience needs?

Elisabetta Canali: the rise of the Internet and mobile platforms is a great opportunity for us to innovate.

In addition to the dissemination on official websites, we can interact with users through social media and mobile platforms. They may be consumers, or people who are interested in Canali brands. We cherish the real-time feedback from these platforms.

When we design and manufacture our new official website, we take into account the browsing needs of many different terminals. Whether you use computers, tablets or smart phones to open, you can adapt yourself to the user's browsing experience.

Reporter: there are many excellent men's wear brands in Italy. What are the characteristics and advantages of Canali brand compared with other brands?

The Elisabetta Canali:Canali brand respects the values embodied in the long history of Italy's clothing industry. The most important thing is the pursuit of quality. First of all, it is reflected in the choice of fabrics. Canali adopts natural fabrics. We will work together with the fabric designers of the supplier to develop the design and explore the "treasure" in the fabric design of Italy.

Then, on the process, every garment is made by hand. In the production process, there is absolutely no "adhesive" part. It is all sewn with needle and thread to pursue exquisite workmanship. At present, only a few brands can do this.

The brand has specialized training schools, and the older craftsmen will teach young people the skills to make clothes.

Third, our design team is always keeping pace with the times.

We have been adhering to this for 80 years and will continue to do so.

Reporter: Italian style, Italy men's costumes are very popular. What are the characteristics of fashionable men in your mind?

Elisabetta Canali: "Italian dress" is a concept. First of all, it is necessary to show its own characteristics and personality through dressing. Second, we must pay great attention to the quality of fabrics, and then pay attention to the collocation of colors and styles.

Canali also pays attention to the collocation of the new products when it releases the new products of each season, so that customers can choose according to their tastes, preferences and styles.

A very important aspect of dressing is to have individuality, not to echo others, but not to "dress like that."

In Canali shops, if you are a good dresses, you can pick your own favorite clothes. If there is no experience, we will provide you with matching advice.

In addition, there are customized services, tailored to them according to the characteristics and requirements of each customer.

We will provide many choices, but the final decision is in the hands of the customer. He decides what clothes to wear according to his style and personality.

Reporter: Canali's "seasonal variation" activity invited the famous pianist, Mr. Ludovico Einaudi, to perform at the scene and blend in a lot of artistic elements. What do you think of the relationship between art and fashion?

Elisabetta Canali: fashion design is actually an embodiment of art. There is a strong commonality between different art categories, and there is a strong interaction. Fashion design is closely related to film, painting and music.

Seasonal variations also reflect the natural similarities between fashion design and art.