Bottega Veneta ventures into new worlds

“Like everyone, we were forced to re-examine our priorities in light of the financial crisis. Our decision was that we would not compromise where product or service was concerned. Nor would we compromise on price, which reflects the cost of workmanship and materials. Instead, we have sharpened our supply process, streamlined the way we manage our stock, and proceeded with plans to open more stores,” said Bizzarri.

Another challenge the luxury industry encountered in recent years is the emergence of high street fashion companies such as Zara and H&M. Bizzarri said the company does not regard these new trends as an enemy. Instead, it can be an advantageous development for Bottega Veneta.

“I think high street fashion has definitely changed the rules of fashion, but I don't view that world as competition. If anything, the rise of fast fashion has raised the value of companies committed to quality and timelessness. Now that trends are instantly transmitted around the globe, they are just as quickly old news,” he said.

“Bottega Veneta is not a fashion brand. We do not offer one look one season and something completely different the next. And our products are produced with such extraordinary attention to quality that they appeal to a small, very sophisticated market.”

In the summer of 2006, in recognition of the importance of artisanal craftsmanship and the diminishing number of master leatherworkers in Italy, Bottega Veneta opened the Scuola della Pelletteria in conjunction with a long-established arts institute in Vicenza, where the brand is based. The school trains and supports future generations of leather artisans in the Veneto region. A number of graduates from the first three-year course are now employees of Bottega Veneta.

Bottega Veneta's workshops utilize a broad range of design and communication technologies, especially since creative director Tomas Maier and his team communicate with artisans across Italy and other parts of Europe. However, Bizzarri emphasized, “the actual production will always be done by hand – that is the heart of Bottega Veneta's identity.”

The brand is setting out to expand its product range. Bottega Veneta's home collection continues to grow at a strong pace. They are expanding their Salone del Mobile presentation in April to include an exhibition of Japanese design and crafts.

Bottega Veneta has signed an agreement with Coty Prestige to develop its first-ever fragrance, which is slated for launch next year.

“In my opinion, this is an important and also a natural step for Bottega Veneta. Fragrance is a definitive luxury so it's logical that we offer it to our customers,” Bizzarri said. “It's also a unique accessory, different on each person, which makes it an especially appropriate product for Bottega Veneta in light of our brand DNA.”

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