Parah hits the international stage

m of Parah since 2017, General Manager Massimo Leonardo unveils upcoming plans for the managerial strategy that today allows the company to take on an increasingly global dimension.

How do you intend to develop the concept in Italy and abroad?
With regard to new openings, in Italy we will proceed with our own stores in strategic locations and, if possible, in partnership with long-standing customers. The existing monobrands will gradually be transformed to fit the new store concept. This new format is, above all, the business card with which we present ourselves on the international scene. The aim is also to approach foreign markets—where demand for Italian products is strong—with industrial partnership projects. In no way is it our goal to make Parah a chain, that's not our vision; in our target countries, our strategy is to work alongside selected partners, who have a solid knowledge of the internal market, in order to integrate ourselves into the fabric of the country’s business and retail. With this outcome in mind, we will work with large investment groups that manage local distribution, creating multiple concept stores with a modern franchise model, co-managed by the company and the investor in each country. The layout of our pilot shops has already been defined and is in the process of being presented on an international scale. At the same time, we are also thinking about how to adapt this format for department stores.

What are your goals for retail expansion?
We expect about 20 openings by 2019 in prestigious destinations around the world. Asia remains "the" reference for high-end and luxury today, and, by Asia, I mean not only China, but also and especially Japan, which is now the primary market for the Chinese and the second for the United States and the Caribbean. Exciting negotiations are also underway with the Middle East.

And what are the retail and wholesale developments in Europe?
Direct retail does not represent more than 40% of our overall development. In Europe, where the core of our business is retail, especially in our key markets of France and Italy, the focus is now on the United Kingdom, Germany and Spain, with targeted expansion strategies for multibrand boutiques, department stores and large outlets specialized in textiles / clothing. We work closely with retailers, offering them new competitive incentives: principally, more extensive and modern collections, with a margin policy designed for the customer and a compelling style / quality / price ratio, which helps consumers maintain their loyalty.

How did you design the new collections?
Under our new creative direction, the collections have been completely redesigned in terms of corporate identity. In accordance with the specificities of our different brands, each one now has an easily identifiable style code to reflect a strong corporate image. Our latest marketing strategy is also part of this repositioning: for S/S 2019, we are launching an innovative campaign featuring shots, interpreted by female figures close to the brand’s image, which are not only intended to offer a photographic rendering of the product, but a true portrait of the Parah woman.

Parah’s swimwear line has undergone a complete makeover. Can you give us an overview?
For 2019, we worked on the identity of our patterns, introducing striking design elements while retaining the sensual and Mediterranean DNA of the Parah woman. The swimsuit collection is lighter in terms of construction while the ready-to-wear beachwear line has been expanded. These changes have been made without neglecting any emphasis on fitting and cup sizes, developed for Impronte as well as for two Parah fashion lines.


Will next season also include the re-launch of beach ready-to-wear from Off Limits and Sabbia?
We see Off Limits as a brand with great potential, which we will support with key marketing operations. The logo has been graphically revised and the collection has been redesigned from a "post-millennial" angle for a market targeting 16-25 year olds. It features stylistic imagery that this generation is drawn to, with motifs of music and freedom, and a very attractive price point (60-70 euros, public price). As for Sabbia, reintroduced starting in F/W 2018-19 with the launch of corsetry and nightwear, the new beach collection will cover this chic and stylish niche which perfectly embodies Parah's ideal alter-ego for swim fashion.

Menswear is an asset for your development; what’s the assessment to date?
The re-launch of Parah Uomo, starting from F/W 2018-19 and licensed by Futura (see our article in this issue), was a true success, with a sell-out that I would describe as extraordinary: we’re talking about more than 100,000 items sold worldwide in 3 months! Menswear is a profitable product and, in the face of increasing demand, this segment will be strengthened in 2019 in terms of image and display visibility in our stores.