We want to deliver an ultimate experience of Italian excellence
Corneliani was set up in the 1930s thanks to the visionary entrepreneurial spirit of Alfredo Corneliani, one of the Italian pioneers of men’s fashion. In 2016, Investcorp acquired the majority of the capital with the aim of continuing and accelerating the international development of the brand. Chief Marketing Officer Dennis Valle speaks to Fibre2Fashion about the uniqueness of Italian clothing, everything that is Corneliani.
What is so unique about Italian clothing? Why is it often synonymous with luxury?
Italian fashion and tailoring heritage are some of the great and unique talents that made our country well known all over the world. Italian savoir-faire is something coming from our savoir-vivre, inspired by our knowledge, our elegance and innate sense of style. Italian people are everyday overexposed to beauty coming from art, museum, history, landscape… and we translate this sense of sophistication in everything we do. That’s why Italian fashion is unique.
For these reasons at Corneliani we have a unique style, a distinctive and instinctive sense of Italian refinement and sophistication. By using the best Italian craftsmanship and knowledge, we wish to create the best opportunity for men all around the world to effortlessly style their lives to the fullest, enabling them to enjoy and express the best Italian culture and elegance in every detail. Much more than a product, we want to deliver a service, a way of life, we are devoted to excellence!
In which all countries is your made-to-measure service available?
Corneliani offers a thorough made-to-measure (MTM) service that is the ultimate expression of customisation and the desire to offer an authentic, distinctive, and never standardised experience in which the tradition and value of ‘Made in Italy’ evolve together with the tastes, rhythms and scenarios of the global lifestyle.
Our MTM service is available worldwide: in a world that travels at the speed of digital connections, with the modern gentleman becoming increasingly busy between business meetings and overseas getaways, Corneliani’s master tailors commute across many international cities to bring their know-how and talent to the client, at the time and place that suits him best. Whether carried out in the dedicated areas at multi-brand or mono-brand stores, that offer this kind of service, in the privacy of the client’s home or within the walls of his office, the quest for the perfect garment not only proves Corneliani's savoir-faire and creativity but also symbolises how men recognise fine custom tailoring as a primary expression of their individuality, elegance and savoir-vivre.
Once the model has been defined according to the client’s guidelines, the sartorial creation comes to life at the company’s workshop in Mantua through an efficient combination of artisan flair and advanced technology. The crafting of a single coat requires at least 164 steps alone, and nearly 540 handmade finishes, in addition to successfully passing seven different tests before leaving the site with a turnaround time of just a few weeks from the order.
Moreover, we have a dedicate MTM lounge in our flagship showroom in Milan.
How did the COVID-19 pandemic affect your business? Any learnings?
The last two years have strongly accelerated everyday life and behaviours due to smart working and lack of special events. Now we see pandemic slowing down and we are hopefully going back to normal life. Pandemic is strongly changing fashion and luxury business, menswear in particular, and has underlined how strategic is the digital side of the business. Everybody has to be more and more digital oriented and ready to improve business processes accordingly.
That’s why we have just launched, at the beginning of the year, our new digital e-commerce platform and we are working to build a strong community linked to the same values, to enjoy and express the best Italian culture and elegance in every detail. Much more than a product, we want to deliver a way of living and an ultimate experience of Italian excellence.
What is global market size for Italian clothing? What is the share of Corneliani in it?
The clothing manufacturing industry in Italy primarily produces men’s, women’s and children’s clothing, jewellery, beauty and accessories. According to the latest figures released by the Italian Fashion Chamber (CNMI), the revenue for the sector that includes textiles, apparel, accessories, jewellery and beauty products, is forecast to reach €78 billion in 2022.
Between 2010 and 2020, the export value of the Italian menswear industry increased steadily, with a value of €7 billion in 2019. In 2020, the export value was estimated to have declined to €6 billion. In 2022, men’s new formal wear is expected to perform much better.
After two years of global difficulties, we are starting again with the clear goal that Corneliani’s role becomes ever greater season after season.
What is the history of Corneliani? How has it grown over the years?
Corneliani was founded in Mantua in the 1930s thanks to the visionary entrepreneurial spirit of Alfredo Corneliani, one of the Italian pioneers of men’s fashion, who began to produce handcrafted raincoats and outerwear, quickly gaining widespread acclaim. Production was then interrupted due to the Second World War, and it was his sons, Claudio and Carlalberto, who founded Corneliani Spa in 1958, giving it a scope and identity that would distinguish it over the years as an outstanding Italian company and international benchmark in menswear.
The period from the 1970s to 2010 saw the brand establish itself in a larger production facility (1974), open its own office in the United States (1985) and receive important awards: the Leonardo Quality Award conferred by the President of the Republic (2005); the exhibition in Florence and the monograph for the 50th anniversary celebration (2008); and the participation at Pitti Uomo as a special guest (2010).
In 2016, Investcorp, a private equity firm with more than 30 years of successful investments in high-potential companies, acquired the majority of the capital with the aim of continuing and accelerating the brand’s international development.
How does your company score on sustainability parameters? Are you also investing in traceability and transparency across your supply chain?
Corneliani embraces the philosophy of progress and change with a forward-looking approach, aligning with the methods, certifications and international standards that regulate the environmental impact of industrial processes with the creation of the CIRCLE capsule collection. It’s a capsule collection of garments exclusively made with natural and organic fibres sourced from companies and suppliers that have long since embarked on the path of sustainability. It’s a collection with low environmental impact, based on a shared commitment for responsibility and transparency at every stage of the manufacturing cycle.
CIRCLE is a stylistic and productive code that symbolises the life cycle; it is a path of social and environmental awareness and responsibility; it is a ‘circle’ of people and products through which the brand renews its ties with its long-standing clients and with the new generations of eco-consumers, who are increasingly attentive to the nature of what they choose to wear.
The will to act in a positive and responsible way, delivering durable and essential products, implies a natural reflection on primary issues such as safeguarding the territory and the well-being of people and identifying effective solutions to reduce CO2 emissions and water and energy consumption, with the mission to lower the environmental impact and the waste of non-renewable resources.
Which countries/companies do you see as your competitors?
We do not look at markets, especially foreign ones, with comparisons to competitors. Corneliani has its own identity that is very different from its competitors and therefore markets are always opportunities, also to retransmit our value. Therefore, we are working to build our brand, with a more contemporary image and product, trying to respond to our and our customers’ expectations, always without looking at competitors.
Corneliani is only into men’s clothing? Is it only outerwear? What are the products?
Corneliani is one of the leading menswear companies all around the world. We create and produce a 360-degree complete collection, from outerwear to shoes, from shirts to suits… a wide and versatile offering developed to meet the needs of contemporary men’s dynamic lifestyle.
The essence of Corneliani is tailoring. A unique Italian knowledge, nurtured along decades of experiences, and we put our talent and knowledge in every product’s category from formalwear to upper casual wear.
Besides Europe and the US, in which other countries/regions do you sell your products?
Corneliani’s distribution is global. We have a worldwide presence through high-end luxury department stores, multi-brand specialty stores and mono-brand stores in the most important international capitals and luxury streets.
Which countries/regions are your biggest markets?
Europe, together with Italy and the CIS area are our main markets, while Asia is not yet fully developed and therefore a wonderful opportunity.
Another objective and opportunity is the US market where we are pushing for development through our NYC team.
Do you have any expansion plans?
Globalisation gives the chance of a faster and stronger connection with the customers and gives the possibility to share values and experiences with the brands through social media and online search, so company digitalisation is one of our goals in the near future. Moreover, the Corneliani is working to strengthen brand awareness throughout the world and to increase market penetration worldwide. In our view, the key is to stay loyal to our DNA while injecting elements of innovation. Finally, social responsibility will be a factor with very important influence on customer choice and, going forward, the customers will be more and more aware and be able to pay a premium price for being socially responsible. The company will evolve along these major directions. It's actually a never-ending challenge to reach excellence.
Where do you source your raw materials like yarn, fabric and accessories from?
We always put a lot of attention on fabric research and we use the best suppliers for each material. Fabric suppliers are mostly from the Biella district and we work mainly on wool, wool/silk, wool/cashmere and cashmere. The interesting thing is that we try to work directly with our suppliers in order to find new finishing, new aspects giving to those fabric a new energy and a new life.
Where are all your products manufactured?
Most of the Corneliani collection is Made in Italy; we use foreign suppliers only for some product’s category and second lines, but all in Europe.
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