The first time we were in Milan we focused on the history and sights of the city, while today we focused on the high fashion aspect of the city. This came in the form of a fashion walking tour and a lecture from the Velasca shoe company startup.
On the walking tour, we went to the fashion district of Milan which is very close to the Duomo. We were informed that this shopping area used to be residential. There we saw a street lined by high-end stores like Gucci, Salvatore Ferragamo, and Louis Vuitton on both sides. Nearly every store’s door was manned by a guard. We also learned that fashion week has been held in Milan since the 1950s.
The tour culminated at Excelsior, a seven-story high end department store offering food, fashion, high-tech, and lifestyle products. This store was characterized by bright lights, mirrors, and music that seemed like it belonged in a club. Many of the signs were in English, which Luca explained is due to the fact that the store is geared toward international visitors and not necessarily to the traditional Italian customer. Their goal is to offer a curated selection of goods, supported by the facts that brands are mixed together on the racks and their displays are changed weekly to create a sense of movement.
Next we had a group lunch at the UNA Hotel Cusani. I got to try my first plate of risotto and then we had veal Milanese with potatoes; it was very good. During our free time, I shopped around with friends in the area.
Later in the afternoon, we met back at the hotel for a lecture from a digital marketing director from the Velasca shoe company. She explained the startup’s purpose was to provide lower-priced handcrafted men’s shoes. It was interesting to learn how their marketing strategy shifts depending on the target audience for an ad. For instance, for the older end of their market they may emphasize how they produce shoes “the way it used to be,” while for the younger group they may put a greater focus on how the founders of the startup are in their late twenties. This lecture was refreshing after the many expensive stores we have seen on this trip because Velasca is a small group of entrepreneurs who saw a need for lower priced dress and casual shoes and fulfilled that need. Like all of the Italian-made companies, the passion they possess toward their work was evident.
The marketing director suggested that if one wants to have a startup, she should focus on a purpose and try to find something different about what she offers. I found this advice meaningful and important in an increasingly competitive market.
I ended the night with a nice dinner inside the Galleria mall. Stay tuned for my post about my final day in Milan!