Mela Bauer: Hello Elisa! I’m very excited about our collaboration and the upcoming season. Could you tell us a bit about yourself and your showroom?
Elisa Gaito: I’ve been in the industry since the 1990s. I started with my own boutiques in Zurich, featuring the best brands. Later, I moved to Italy, where I initially worked with lesser-known brands. Today, my showroom in Milan has become a hub for international buyers, and we also have a presence in Paris. Your innovative approach impressed me, which led to the idea for our joint project in Paris.
MB: Collaboration between showrooms is a new concept, but I believe it’s the right direction for the future. It offers many advantages, especially on an international level. What do you think?
EG: Absolutely. Collaboration creates efficiency, especially when the partners are a good match. Two women, a strong selection of designers, and a fantastic location in Paris—that’s a powerful presentation!
MB: For me, it’s mainly about showcasing creativity in brand presentation. Our brands compete with large, powerful corporations. Our advantage lies in our flexibility, creativity, and speed. Collaborations and pooled resources are key to forming a strong counterpoint.
EG: Together, we’re stronger. Our brands must convince with creative yet marketable designs. The dynamic comes from diversity, not just big names. Our mission is to make our brands relevant players in the market—and that’s precisely what international buyers recognize in us.
MB: Exactly! Another important point is reliability. Of course, it’s about innovation and the excitement a brand should create. But as an agency, we also focus on the structures behind the scenes—production and dependability. Buyers must be able to trust that everything works. What are the decisive factors for you when taking on new brands?
EG: Innovation is crucial! It surprises and evokes emotions. Equally important is identity—a collection must speak for itself.
MB: That’s really hard to find these days, isn’t it?
EG: Yes, it is, but smaller brands tend to succeed more in this regard. For big labels, identity is often a strategic matter, whereas for smaller brands, it’s essential. In the end, there must be an intriguing identity that creates a real incentive to buy.
MB: I’ve realized that brands need to stand for excellence. Pricing is also critical—especially in Germany, where the market is very price-sensitive. A cashmere coat from Italy must justify its value, but we don’t want to follow inflated pricing strategies.
EG: Exactly. Our brand portfolio lies between first-line and low-cost brands. These two perspectives influence the end consumer, who decides where to shop based on the information they receive. That’s why it’s crucial to provide clear arguments—that’s our task in the showroom.
MB: True. What we try to achieve with our independent brands in the showroom is also reflected in multi-brand retail. Our brands need to stand out there as well. Fresh brands bring something special—they create excitement. Big names are everywhere, both online and offline. Retail can differentiate itself by making individual selections and presenting innovative brands that aren’t distributed everywhere. That’s what attracts customers to stores.
EG: As a former retailer, I always try to put myself in the buyers’ perspective. Our priority is to ensure that what we offer is well-received and successfully implemented in sales. That’s our mission. Over the years, we’ve seen significant growth because of this. We provide personalized advice to buyers without the pressure, like with mono-brands, to meet specific sales targets. This allows us to flexibly address various needs. Sometimes a collection is stronger, sometimes weaker, but we offer trust and ensure that the brands fit well into multi-brand assortments and promote sell-through.
MB: You can really tell that your showroom is deeply invested in every brand you represent. It’s not just a random collection but your personal selection, isn’t it?
EG: Yes, absolutely. We carefully curate each brand to fit our concept and strategically place them in selected stores worldwide. It’s important for us to have the right arguments to successfully introduce these brands to the multi-brand market.
MB: One last question to wrap up: Our seasonal theme is “Momentum.” What keeps you motivated in the fast-paced fashion world and creates momentum for you?
EG: My passion for fashion is what brought me into this industry—and to Italy. That was my big momentum. What motivates me is my love for fashion and the relationships with people.
MB: Thank you for this wonderful conversation. I’m looking forward to Paris with you and your brands!
