MILAN – A no-prize recreation, performed for mere leisure is the idea that Loris Messina and Simone Rizzo got here up with to introduce Sunnei’s new model of the Canvas challenge, nevertheless it is also a becoming metaphor for the spirit of designers launching their model. in 2014.
From the start, the inventive duo needed to play on their very own phrases, experimenting with each collections and distribution methods, in addition to specializing in digital communication, incomes the model a cult following.
The climax of their strategy, the Canvas challenge, was unveiled final yr within the midst of the pandemic, at a time when all corporations had been rethinking their enterprise methods, together with decreasing their wholesale presence.
A forerunner in Milan, Sunnei understood wholesalers’ rising want for personalisation and supported his companions, permitting them to create their very own picks. Obtainable on a devoted VR-enhanced platform, Canvas provides choose retailers the chance to customise gender-free remnant items, together with equipment and ready-to-wear. Consumers can intervene within the design elements of every merchandise (altering sleeve lengths, materials, colours, dyeing and stitches) to distinguish their assortment from the competitors, whereas the manufacturing of bodily samples permits the model to scale back prices and enhance its sustainable observe. A win-win state of affairs.
By fall 2021, the Canvas assortment will double the potential product references, reaching almost three,000 totally different choices (together with canine garments for the primary time) and also will have interaction finish customers. If the dynamic presentation of avatars dancing to the rhythm of the Latin pop of the nineties “Macarena” launched final yr primarily concerned consumers, by the online game format that shall be launched on Sunday all customers will be capable of work together with the 10 avatars and select the look of your characters. Consumers will nonetheless be capable of make their very own picks on the devoted Canvas digital platform.
“We needed to take the idea of video video games to the intense and permit our neighborhood and clients to additionally play with customization,” stated Rizzo, including that the non-commercial or aggressive recreation will nod to the aesthetics of the 90s.
“The Canvas challenge has been a very powerful we’ve got launched when it comes to media resonance, maybe as a result of we surpassed so many others,” Rizzo stated. “At first, some customers had been stunned, however within the final six months digitization took over and now everyone seems to be getting used to viewing collections nearly and ordering on on-line platforms. This time they are going to be much more ready for it.
“On the finish of the day, it is an elaborate and extremely experimental course of geared toward delivering a extra business product,” he continued, stressing that the gathering depends on primary silhouettes and equipment which are typically the best-selling classes for retailers. Full retailer collaborations additionally lengthen to customized packaging, window ideas, and launch occasions for every unit.
Rizzo stated the model want to progressively enhance the variety of wholesalers concerned within the challenge, which at present embody LuisaViaRoma, Modes, Printemps, Ssense, LN-CC, Assemble by Réel and Biffi, amongst others.
The designer outlined the idea as “tremendous digital at first however mega native on the finish, with the intention of permitting shops to promote regionally”. He revealed that the challenge will more and more symbolize the whole wholesale supply of the model, since “we realized that it makes far more sense to make particular initiatives for this channel and have a diversified assortment of merchandise in comparison with that of our retail community” .
With out disclosing annual gross sales figures, the corporate claimed to have seen a 30 p.c enhance in wholesale and retail income in 2020, primarily pushed by the efficiency of its personal e-commerce. Specifically, the home and Chinese language market “grew exponentially”, adopted by sustained demand from South Korea and Japan, together with the remainder of Europe and america.
“It was natural development since we had no advertising investments. Equipment equivalent to luggage, footwear and jewellery had been booming and we usually determined to forego any reductions in 2020 to protect the perceived worth of the model, ”stated Rizzo. It additionally acknowledged that the consolidated expertise and effectivity of digital and on-line communication performed within the label’s favor, as social media channels accounted for 70 p.c of registered e-commerce site visitors. “We have now had the net retailer for 5 years and all actions, together with customer support and logistics, are dealt with internally, which helped every thing to go easily even with the restrictions.”
Nevertheless, the designers are eager to place a few of these duties apart following the Vanguards Group’s acquisition of a majority stake in Sunnei in September. The fund, whose portfolio additionally consists of Nanushka, Aeron and trend buying and selling software program resolution Skala, invested € 6 million within the firm in a deal that marked a turning level for designers, permitting them to scale the scale of the model.
“I do know it might appear unusual, however 2020 has actually been a loopy yr and so a lot better than 2019 for us. It is like we lived 10 years in whole, it was extraordinarily sophisticated however actually good, ”stated Rizzo. “We wanted the fund, it provides us construction and entry to a different customary. We had been plenty of kids and now we’re a bit older, it’s one thing lovely. However when it comes to freedom and artistic selections, nothing adjustments besides that now we’ve got extra alternatives. “
First, the restructuring occurred with new hires in fields beforehand managed by the designers themselves, together with monetary and administrative. The interior staff has doubled within the final three months and at present has 21 workers.
To accommodate workers, Palazzina Sunnei’s headquarters, which opened final summer time, shall be expanded within the first half of 2021 to incorporate new workplaces and a showroom.
By way of distribution, whereas on the wholesale entrance designers will give attention to establishing a partnership with key gamers within the US and the Far East to “lastly stretch the bodily presence that we had been lacking”, most of their energies shall be They may channel in a fantastic Direct-to-Shopper Push by leveraging the retail footprint and additional enhancing the net retailer.
This yr a brand new flagship will open in Milan, whereas Sunnei’s current outpost on By way of Vela, situated in an space little uncovered to business site visitors, however which represented the model’s first workplaces and retail area, shall be renovated as a Multipurpose location, internet hosting occasions, social gatherings and artwork installations. Extra pop-up shops and shopsin-shops are additionally being ready and are anticipated to roll out based mostly on the evolution of the COVID-19 disaster.
On the product facet, the multi-disciplinary strategy that designers have a penchant for will inform the growth into way of life classes, whereas the launch of a beachwear vary can be within the works.
“I’ve a sense this yr shall be much more dynamic and enjoyable for us,” concluded Rizzo.