I met the ECSMI brand, about a year ago and was fascinated by the project. In summary: an all-Italian brand with a high quality manufacturing, state-of-the-art technical fabrics and the ability to customize a lot of details for the customer. The goal: selling directly on their shop-online, leaping store and agents, to provide a product that would otherwise have a very high price list and instead can be proposed to a high-end price tag, but still accessible. The feeling, with the appropriate proportions (today), is to be faced with the birth of a new ‘Stone Island’, for the type of product: ultra-technical clothing for the city and everyday life. Today ECSMI entered our SHOPenauer portal, the web guide to the world’s top brands and stores (including global online shop) where you can find all the details of the brand and also fin products to shop-online.
When was ECSMI born, and what does this name mean?
ECSMI was born about two years ago and is the acronym of Emilia Customize your Style Made in Italy.
The key points of the brand are concentrated in the 5 letters.
Tell me the intuition that led you to the choice of launching the brand.
Intuition was born from a set of competencies of totally different sectors combined to cover a growing market demand. Fabulous enthusiasts, new technologies, marketing and social with high quality garments as the goal, valued by Made in Italy. Machining, manufacturing and personalization all at a market price and not by luxury items as they are.
What does ‘Tecno tailoring’ mean?
These two words are our bases for each leader we produce. Techno is all the technology applied to various components, fabrics, constructions, machinery and even the way we make it known (the Internet) and reach our narrow community. Tailoring is the manual and unique steps that are performed on the head, which for each customer are different.
Why choose to sell directly?
We wanted to raise the quality of the boss without having to go back into the budget imposed by the market. As we know, the latter imposes prices beyond which it is difficult to sell certain types of product. Our philosophy leaves us free to use the best materials, processes and technologies available on the market and we have a research budget to explore and test continuous innovations.
It seems to me, however, that besides direct selling, there are some exceptions and that you also have as customers international stores and departments. Where?
Yes, they are currently launching in South Korea in 2018. They are not shops but temporary showrooms within the Department Store where customers come into contact with the brand and with the clothes they appreciate quality and innovation. They see interactive content and can order and customize their favourite piece from the on-site devices or make it comfortably at home. A novelty for retail but we believe in this process, which we think will take more and more steps in the coming years. Events in these showrooms will be created where our technicians will go to show what we do and to meet customers directly.
How much is important made in italy in your product?
Perhaps I repeat, but counts very much not for the name but for what is behind, the true values with which the foundations of fashion were born. Study, research, design, innovation and ultimately the accomplishment made with competent people, not just to label but to give value to the product.
How much personalization cunts and how far can you push it?
Customization is a really large field and we believe we can develop more in the future to give the customer a single piece. There are several ways, tailor-made is the first but we decided to differentiate and use our technologies to customize as much as possible the aesthetic and functionality of garments. Functionality is essential, allowing us to choose different parts that, in addition of making it unique as a look, also makes it suitable for your use. An example is the ability to choose the weight of padding in your jacket, adapting it to your lifestyle (for more rigid climates or warmed). We test different solutions based on the clothes we produce and each season we enrich ourselves with new knowledge and technologies.
What is the garment that made you more proud in the new season and what do you think will bring the biggest commercial success?
We find that the Parka down 26 gr is the most innovative and successful piece of the winter collection, representing us in every aspect, research, innovation, functionality, customization and high quality manufacturing. The fabric is a laminated three-layer matt with a weight of only 26gr / sqm, lightweight, protective and highly abrasion resistant. Laser engraved and embossed details for feather divisions, externally in reflective fabric combined with mesh. Siberian goose feather soft and lightweight ultrawhite (the highest quality on the market) worked in Italy by Molina down jackets, a guarantee of quality. I could talk about this garment for another hour but the photos we publish will speak for themselves.
What is your communication strategy to make sense of the value and difference of your products?
We work with new social media, innovative online marketing strategies give incredible opportunities for small brands like ours who has reduced PR budgets and devotes all its energy to the product. We are supported by several professionals, the online has no boundaries and is immediate. We believe in customer loyalty and want to establish a unique relationship with them, the gartsmen we produce are few hundred per year and this is one of the benefits.
Is there a brand from which you have been particularly inspired from the point of view of the product?
Look carefully at several brands on the market, how they are moving and what they propose. We move from European fast fashion chains to Japanese niche brands. At the moment, however, we prefer the new Swedish and Norwegian brands.
Thanks for the inteview guys!
INFO & CONTACTS FOR ECSMI:
OFFICIAL SITE: www.ecsmisportswear.it
SHOPenauer OFFICIAL PAGE: www.shopenauer.com/en/brand/ecsmi
INSTAGRAM OFFICIAL PAGE : www.instagram.com/ecsmi_luxury_citywear/
TUTTE LE FOTO DI ECSMI NELLA GALLERY SOTTO!
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