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| Issue date:01/06/2010 |
| Source:Journal for Asia on Textile & Apparel |
| by Michelle Phong |
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| Alberto Bertoni, CEO of Botto Fila |
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The year 2009 was described as challenging for the international textile and apparel supply chain. Italian luxurious fashion brands were adversely impacted in particular by the global economic downturn, and so did Italian fabric providers. Alberto Bertoni, CEO of Botto Fila, recently shared with AdsaleATA.com its efforts to ride out the tough economic times. Founded in 1911 in Biella, Botto Fila is one of the major fabric producing areas in Italy.
ATA: AdsaleATA.com reporter
Mr Bertoni: Alberto Bertoni, CEO of Botto Fila
ATA: How far have fabric suppliers in Biella been affected by the global economic downturn? How do you expect the Italian fabric market in 2010?
Mr Bertoni: Textile suppliers in the Biella area have been heavily affected, just like the other players in the textile sector. The crisis has actually perhaps hit this chain hardest upstream, because the first reaction to the crisis by the manufacturing world was to lower prices and forego quality. The most penalised textile manufacturers in this case have been above all those companies that historically supplied the most traditional products, namely formal suits.
Whereas Botto Fila has seen a fairly limited drop, precisely because our company has continued to compete by focusing on innovation and experimentation, offering less traditional articles that mainly target the end user. In my opinion, the answer to the crisis lies precisely in this direction, because a change in habits and different perception of the formal suit by the consumer call for new answers and alternatives to formalwear, focusing on fabrics that, while maintaining their high performance and high quality, are more versatile and also suitable for informal wear.
ATA: What measures has your company taken to reduce the negative impact in a quieter market environment?
Mr Bertoni: Botto Fila intends to continue down the road of research, producing innovative articles that meet the needs of those clients who are turning their backs on traditional formalwear in favour of an alternative product...Botto Fila is therefore thinking in terms of moderate growth for a 2010 characterised by a positive start, also thanks to results in sales of the spring/summer 2011 sample collection...The company is looking to the future with approval of its plan for 2011/2012, which sees a return to the black after a difficult period for the whole of the textile sector.
ATA: Does Botto Fila consider moving its production to Asia?
Mr Bertoni: Botto Fila is not thinking of moving its production to Asia... We intend to increase development of trade relationships with this (Asia) market and Chinese distribution. Alongside this, we are focusing on flexibility of supply, which Chinese producers are not yet able to offer. Flexibility in product customisation, in other words the capacity to make bespoke fabrics based on the specific needs of the client, small batches and specialisation.
ATA: Does Botto Fila supply quality fabrics from Italy to Chinese emerging brands as China's domestic market is expect to grow?
Mr Bertoni: Botto Fila has had Chinese clients for a while now. China, together with other emerging countries, represents the future of clothing. Furthermore, China's own strength, apart from product processing, lies mainly in its distribution capacity. This is why our company has signed distribution agreements in various countries (the latest include India, the Middle East, Singapore and Hong Kong) to allow us to reach the best sales points by providing a special deal, which will also include delivery of individual cuts of fabric for made-to-measure services.
Something else we must remember is that China is developing a growing sensitivity towards quality products and this fact, added to the appeal that Made-in-Italy has always held for this country, obviously represents a strong investment lever for us Italian fabric producers.
Fabric trends for spring/summer 2011 by Botto Fila
Men's collection
- Jackets and suits in a wool/cotton blend
- Cool naturally stretchy & crease-resistant fabrics ideal for travelling
- Informality and a "washed" appearance by fabrics in wool and linen for more casual suits and jackets
- Wool-silk blends
- Blazer, that basic in the male wardrobe, in jacquards, linen, stretch cotton and over-dyed wools
- Clean-cut, well-defined pinstripes get a touch of colour for the springtime
- Vertical patterns, almost regimental, in green, blue and burgundy.
- Primary colours get flashes of blue, even in its electric shades, brick red, very dark grass green, tan and white used as a base.
Women's collection
 |  | | Botto Fila women's fabric collection showed at Milano Unica this February |
- Textiles in plant-origin fibres such as fine linens and cottons, also in high-twist versions, for compact, structured, textured and splittable doubles with unusual new handles
- Natural appearance and irregularities inherent in silk and linen, like slubbing, enhance these fabrics, keeping them soft and three-dimensional, embellished with micro patterns and refined pinstripes for elegant contemporary wear.
High-performance functional apparel
- Fine silk comparable to microfibre
- Lightweight and waterproof
- Provides protection from the wind, cold and rain
- Optimum breathability and comfort
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| Copyright © Adsale Publishing Limited. Any party needs to reprint any part of the content should get the written approval from Adsale Publishing Ltd and quote the source "ATA Journal for Asia on Textile & Apparel", Adsale Textile English Website - www.AdsaleATA.com. We reserve the right to take legal action against any party who reprints any part of this article without acknowledgement. For enquiry, please contact Editorial Department. |
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| Copyright © Adsale Publishing Limited. Any party needs to reprint any part of the content should get the written approval from Adsale Publishing Ltd and quote the source "ATA Journal for Asia on Textile & Apparel", Adsale Textile English Website - www.AdsaleATA.com. We reserve the right to take legal action against any party who reprints any part of this article without acknowledgement. For enquiry, please contact Editorial Department. |
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