Shifting 

You talk about developing a holistic brand. What does that mean? 

Paula Barrera Fermin, CMO Fiorucci: We are developing Fiorucci into a fully curated ready-to-wear collection for women and men. The brand is becoming more complete and presenting itself as a clearly defined world. 

What role does wholesale play?
A central one. We want to empower our partners with clear visual language, modern marketing support, and tools that really make an impact in their markets. 

They emphasize new forms of presentation.
Our showroom is becoming more immersive as we begin to collaborate with creative professionals. This creates the atmosphere of an art exhibition. At the same time, we are developing a digital lookbook consisting of short videos that show how the looks move and fit. This makes the collection much more intuitive to experience. 

How are you approaching the German market?
Germany is a key market. We want to create strong, meaningful moments. In April, we are launching our first major activation in collaboration with KaDeWe. This launch shows how seriously we take this market.