MAGAZINE February 26th, 2021

FABIO RUSCONI Interview

 

Who is Fabio Rusconi today?

“Covid permitting, today we are quite an important reality as for volume, turnover, clientèle and type of product we sell worldwide. We are leaders in Japan,  by far the first company after the most reknown maisons such as Vuitton etc. We are  a rare bird on that market, where we have a very good distribution and have been leaders for so many years.

Being rewarded on a sophisticated market such as the Japanese one isn't for everyone: it means that the quality is very high...

“Certainly, I was successful because when I went to Japan for the first time 25 years ago, I immediately fell in love with that country and their way of working reflected many of my features. By travelling to Japan on average 5 times a year, I have learned what it means to put professionalism, meticulousness, punctuality, precision and attention to the details in every aspect of my job. It's a way of thinking completely different from the habits and customs in other markets: I have loved it from the first moment, I have studied it,  I  stayed there, experienced it and today it is as it were my home.”

What made the difference in your success?

“I have always wanted to make a product  with a specific balance between quality, content and services. These are three concepts easy to say, but very difficult to implement together and we were successful. I'll make it clearer: many competitors have a good product but are not excellent as far as quality goes, or there is the quality, but the content isn't as good. There must be a balance between quality and price, such as the idea of a service that makes the customer feel special. I always say, “To every question, an answer within one hour.” I think that I deal with customers 10 thousand kilometers away who need support. If they give me their trust by buying something from me, I can't just send it without any contact. I'm interested in everything that happens after the purchase.”

Today, on the one hand know, how must be safeguarded, on the other technological change must be embraced. What are the greatest challenges?

“It will be chaotic. It's a fundamental step we can't delay, pandemic and Covid have sped up this transition process which has started long ago. A big problem, especially for my generation, is to find an alternative to the traditional distribution model, made of shops and department stores, which hasn't changed in the last 50 years. Today this model is in deep crisis to the benefit of the digital world which is taking up greater market shares. Covid has been revolutionary since  more and more people, not always young, have tried and found pleasure in buying online. Today we must create the most possible sophisticated digital identity. This match will be won by those capable of shifting energies and investments in this direction, also through the production of contents reflecting contemporaneity.”

What are you showcasing at White this season?

“Certainly  boots are coming back, interpreted in different ways, also with a pinch of  irony and deliberately sophisticated. This season we have exaggerated with volumes, we have wanted to do something different from  our signature neat style that we'll always be there. We needed to play down. There are many square patterns and the soles are higher: we have always had the possibility and the space to try out new things, choices ahead of the market that reward you two years later. Although one cannot travel and I have always been greatly inspired by my journeys, I wish I will anyway be ahead of trends.”

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