The importance of Accessories

Confezione [Sept. 2000]

“English woman covers herself , French woman dresses herself up to have people looking at her, Italian woman dress herself up to make other women envious”.

According to Federico Giglio who owns seven much sought-after stores in Palermo, this saying summarizes Italian women customers behaviour (especially as regards the South of Italy).

The desire of something new is an incentive for coming into their stores. “ The appeal wielded by labels leads to purchases” underlines Federico Giglio “ especially for ladies with a bigger budget. Among girls, on the contrary, what really matters is the right mix of  price, wearability and style. Advertising posters are always a powerful means to sell clothes soon.

Summer sails saw printed, embroidered or spangle Jeans as the best sold items, tops and very feminine glamour or romantic  t-shirts too. Elegant formal dresses held a good position as well as jaunty small ones. Other dresses were a little out. But on top of the preferences there were accessories especially bags and shoes. Now people come more and more often into a store looking for accessories that are no more just a complement of clothes.

Shopping behaviour of men is totally different: they depend more then women on labels but their purchase quickly. “According to statistics women try from 3 to 5 pairs of jeans on to buy the first one of them. Men  try on no more than 3 pairs and if they don’t like any of them they will go out from the store without buying any jeans”. What have been most popular with men are sport shoes and t-shirts, that often stand in for shirts under the jacket.

Health and home items shopping is a rapidly expanding trend (now they are fourth on the list of Italian people purchases). If they have a good space in a clothing store they can incite emotional shopping.