“Women want substance from fashion today,” Maria Giulia Prezioso Maramotti tells me over the phone, dialling in from Milan where she’s recently relocated to after spending eight years living in New York. It’s a conversation with a tall order; to zip through five decades of SportMax as the brand — founded by her grandfather Achille Maramotti nearly 20 years after his first endeavour, Max Mara — celebrates its 50th anniversary this year.
The latter is perhaps imprinted more vividly in the consciousness of young consumers at the moment, despite Max Mara’s impeccably tailored classics — think ageless coats and a lush neutral-toned palette — that on principle and price point, should beckon late 30-to-50-somethings. It’s a lot to do with style personalities the likes of Caroline Daur and Yoyo Cao who, on the street style and Instagram fronts, have elevated brand staples such as the Teddy Bear coat from wise investments into sought-after grails.
The decision to engage key opinion leaders for Max Mara is a prime example of what Maramotti does as Max Mara vice president of US retail. That is, to strategise how their brands, SportMax included, should converse with its consumers. “For me, the concept of retail has always been something that I wanted to be in touch with. If you are in touch with your consumer directly without filters, then you have a perfect understanding what they think about you as a brand,” she says. “To me, that is the key to the success of the brand today,” Maramotti continues, in part explaining why she’s taken up a role that’s not design related, despite her early exposure to the company’s creative inner-workings from spending time around its designers at their factory in Reggio Emilia, while growing up.
Diese Geschichte stammt aus der March 2020-Ausgabe von ELLE Singapore.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent ? Anmelden
Diese Geschichte stammt aus der March 2020-Ausgabe von ELLE Singapore.
Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.
Bereits Abonnent? Anmelden
Awakening After Adversity
Author and wellness advocate JILL ALPHONSO says the one thing that breast cancer taught her was to prioritise herself-a lesson every young woman must learn.
Miami Vibes
Urban art, dreamy beaches, Latin flavour...find out why these have made MIAMI a sought-after destination.
The Language Of Flowers
Young designers are falling for the subversive power of a classic motif.
The Joy Luck Club
The duo behind YanYan takes play very seriously. Phyllis Chan and Suzzie Chung share how they are shaking up the world of knitwear while having absolute fun.
Wild West
For its latest collection, WEEKEND MAX MARA teams up with American actress Lucy Hale to embrace the season's rustic charm.
Men Of The Hour
Fresh off the success of their drama, 4MINUTES, Thai actors Bible Wichapas Sumettikul and Jespipat Tilapornputt are on the cusp of international stardom.
Conquer The Day
As a versatile everyday watch with panache, LONGINES' new Conquest collection gets the job done very nicely.
Woman On A Mission
Rebecca Lim may have taken a step back from showbiz to settle into her new role as first-time mum, but the actress wants everyone to know that they haven't seen the last of Becks. She talks to ELLE about reconciling motherhood and career.
The Making Of An Icon
"SHOUT, SHOUT, LET IT ALL OUT," sings Fann Wong as glittering creations from Buccellati are carefully put on her.
Million Dollar Woman
With her dazzling confidence and supermodel aura, GIGI HADID is the embodiment of Rabanne's new Million Gold For Her fragrance.