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Bruno Magli Is Reaching Global Customers With a Savvy Design Strategy

Paul Vando, the VP of men’s footwear design at Bruno Magli, recently spoke with FN about how the label is competing in the sneaker space and catering to customers across the globe.
How do you keep an 80-year-old brand like Bruno Magli relevant for today’s consumers?
“A brand needs to appeal to them emotionally as well as sensibly. On the emotional side, consumers are drawn to the aesthetic: Does the product evoke a sense of luxury? Do the materials look and feel rich and artisan? Is the product not represented elsewhere in the marketplace? On the sensible side, consumers are looking for value: Is the level of quality as good or better than other luxury brands? In short, is the purchase one they’d make again?”

Designer Paul Vando

CREDIT: Courtesy of Bruno Magli

What are some of the biggest challenges you face right now?
“The world has become a much smaller market with the emergence of e-commerce. Retail has become more homogenized, and the shopping experience is not what it was 10 years ago. That being said, each market has its own needs. Italians dress differently than Brits, who dress differently than Parisians, who dress differently than Americans, who dress differently than men in Asia. When

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Via:: https://footwearnews.com/2018/focus/mens/bruno-magli-luxury-shoes-design-strategy-1202714166/