Vito Iacovelli - owner of "Luisa Sposa"
1) When we talk about Luisa Sposa, we are talking about artisan tailoring and a true Italian product. How much do your customers appreciate these two characteristics? And how important are they for international buyers?
Let’s start by saying that, for us, the wedding dress is a true niche product. We pursue craftsmanship. That’s what we always do. Of course, every bride has her dream dress and we work just to make it come true. These are the reasons why buyers choose our dresses. International buyers appreciate us because we are true tailors who can create a bespoke dress exactly how the bride-to-be wants it. All this has also allowed us to build and consolidate our presence in Japan for 15 years.
2) Let’s talk about your collections. How is a Luisa Sposa dress different from all the others? How are you creations changing? Where do you draw your inspiration from?
As I said, creating a bespoke dress based on the bride’s desires is our creed. Wearing a wedding dress is a once-in-a-lifetime experience. That’s why it must be special and unique. Of course, trends are important. For example, sumptuous dresses were extremely fashionable in the past, while today, brides seem to prefer flowing and mermaid-lines. What we do is adapt these guidelines to different tastes.
3) The bridal market is experiencing a true revolution. Competition is now global. How are you facing these changes? With which tools? How much are the web and social media helping you?
Our market is heading towards a homogenisation of tastes and products. But we decided to follow a different path. We are tailors and we believe that this is the best way to work and the facts are telling us that we are right. On the other hand, we must keep our feet on the ground. That’s why we use communication tools to spread our brand message and make it more popular.