History in the Making

Florence and fashion have close, almost intimate relationships. Evidences of that can be discovered all over the city – the National Costume Gallery, the head offices of one of the world’s major fashion brands, enormous amount of fashion boutiques and craftsmanship ateliers and of course museums.

Not all the names in world of high fashion can be proud of having their brand museums. Gucci and Ferragamo are one of those unique ones. Being both Florentine, these brands marked their historical presence in this birthplace of Italian fashion.

Amazing how visit to the museum gives you a complete new perception of a brand. You start to appreciate the legacy, the heritage, and the long-lasting history. Is that the only reason behind that?

In my opinion creation of a museum is a great opportunity for a brand to share its history with people. This is especially important nowadays when brands are becoming so look alike, and loosing individuality.

Indeed, decades ago one brand was standing behind one single product, like Gucci for luggage of Ferragamo for shoes. But with competition, globalization and the need to open up mono brand stores, which have to be filled up with products, brand are going into extreme diversification. We are not going to discuss whether it us good or bad here, important here is the result – most of luxury brands offer us the same very range of products.

People need to know (or at least to remember) what the brand stands for, what is its’ heritage and the historically formed competitive advantage. Establishing a museum is one the greatest solutions to remind people of that.

At the same time it is great from the educational point of view. I will not be mistaken if say that contemporary consumers in their masses are not familiar with luxury brands  For many shoppers garments in “those expensive boutiques” are just symbols of status, the opportunity to prove to people around that you are “trendy” (I truly do not like this word, but it is the most suitable one in this context).

I am sure that the described educational point will lead to one great outcome for a brand – sales increase. Yes, we all know that fashion is business, and even opening up a museum has a very financial reason on top of everything discussed below. Putting into a persons mind that a brand is huge, historic, unique eventually lead to desire to become part of it. 

Kseniya.