My name is Sara, I have a degree in economics who by pure chance fell in love with the world of apparel.<\/p>\n
After more than 20 years as a product manager in some apparel companies and brands, I had decided to quit this world that had given me so much but had completely drained me.\u00a0 I had decided to dedicate myself to e-commerce of antique home decor, another great passion of mine!\u00a0 Then, thanks to old connections, I started working again as a freelance product manager for a consulting firm.\u00a0 Constantly using social media for my e-commerce activity, one day on TikTok, tired of the continuous creators who talked about this world superficially, I made a video commenting on a fashion show from a technical point of view.\u00a0 Two years later, I also became a popularizer for everything related to the apparel supply chain and Made in Italy.<\/p>\n
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Fashion product developer: what does it mean to you? <\/strong><\/p>\n It means making things happen: tying the threads and making designers’ imagined creations real; it means knowing every single detail of the garment; knowing the backstage!\u00a0 And the part I love most is precisely the research, solving the puzzle between the imagined and the possible.<\/p>\n How do you think marketing has changed in recent years? Customers are starting to be sensitive to other things\u2026 <\/strong><\/p>\n Marketing hasn’t changed, customers have.\u00a0 Customer awareness, with social media, has evolved a lot.\u00a0 It’s fashion marketing that struggles to truly understand it\u2026 partly because large companies are like golden towers where reality only arrives as an echo; partly because those who decide struggle to grasp the epochal change we are experiencing.\u00a0 But as with the French Revolution, change will overwhelm you if you don’t know how to ride it.<\/p>\n You are very technical in your videos and podcasts: have you done other studies besides having a degree in economics? <\/strong><\/p>\n I have a master’s in fashion marketing, but what I learned technically is thanks to the good old method of asking many questions and listening to the answers.\u00a0 Getting your hands dirty, going to laboratories, to suppliers, standing next to those who truly make things!<\/p>\n You recently came to visit us at the company: what do you like about our reality? <\/strong><\/p>\n I like that, in my opinion, you are the true creativity of fashion.\u00a0 Being able to combine technical competence with always having to be one step ahead of others is something very difficult.\u00a0 And then I love companies with a history because you can feel it, because they have an extra gear.\u00a0 Thank you!<\/p>\n Taking a cue from your column “how industry insiders dress,” we ask you: what is your favourite fabric and outfit? <\/strong><\/p>\n Until recently, I would have said jeans and a t-shirt.\u00a0 Now, however, I really love well-beaten cotton shirts, silk, and in winter, wool.\u00a0 I’m very sensitive to the cold!!!<\/p>\n You are very followed on your social channels! Explain the great opportunity that TikTok, for example, can be. <\/strong><\/p>\n TikTok is the social media of the future, whether you want it or not.\u00a0 It has an incredible entertainment power.\u00a0 I challenge anyone to enter, resist four days, and then not get sucked in.\u00a0 It’s usually said “I’ll open it for 5 minutes” but half-hours pass by.\u00a0 It’s a social media that manages to target users incredibly well, showing you exactly what you want to see.\u00a0 At the same time, it allows creators to get known very quickly because it’s not based on investments or follower numbers.\u00a0 If the content is good, it can go viral even with 0 followers.\u00a0 And there are still so many empty spaces.\u00a0 People want to know, and everyone is on TikTok.\u00a0 You shouldn’t make the mistake of thinking that there are only very young people or a low-culture audience.\u00a0 It’s like Instagram 10 years ago\u2026 and it won’t disappear.<\/p>\n What do you think about the turnover of names among the creative directors of big fashion houses? <\/strong><\/p>\n Companies haven’t really understood the point. The problem is not the creative directors; the problem is not creativity.\u00a0 No creative director can truly impact sales; it’s the brand’s vision that can.\u00a0 It’s the consistency and the path that brand wants to take.\u00a0 Brands are now treated as financial instruments.\u00a0 Revenue must always be positive regardless of how that result was achieved.\u00a0 And most of the time, unfortunately, it’s at the expense of quality.\u00a0 Customers have noticed and no longer trust, not even the big brands.\u00a0 In my opinion, instead of giving millions to new creative directors, who then want to change everything as soon as they arrive, with costs taken from the production costs of the garments, why not go back to making a good product, a true luxury product, with a true luxury service?\u00a0 With sales staff who are truly trained on the product, because ultimately that’s what customers take home and will wear.<\/p>\n![\"\"](\"https:\/\/www.canclini.it\/wp-content\/uploads\/2025\/06\/IMG_9266.jpg\")
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