Lagori, between tradition and futureA different way of doing business starts with the third-generation management, without sacrificing know-how and quality, and satisfying a boundless market. A new e-commerce website and social network are the opportunities and strategies of Lagori 1944
A different way of doing business starts with the third-generation management, without sacrificing know-how and quality, and satisfying a boundless market. A new e-commerce website and social network are the opportunities and strategies of Lagori 1944
The store opened in the heart centre of Milan (the sign is still the original one) in 1944 by Francesco Lagori.
It was “the place” for Milanese ladies who wanted a custom fur garment. This was followed by an economic boom and a history of successes generation after generation. Today there is the crisis of the “Bella Italia” and the revolution of 2.0 technologies and new markets. Simone Orlandi, the grandson of Francesco, took up the challenge to ensure that Lagori 1944 keeps pace with the times, increasing the turnover.
“The internet platform was conceived to give the same added values to those who also enter our store even from the other side of the world. They can choose and customize every detail of the product, colour, size, finish and make it their own unique object of desire. We need to be as visible as possible through the web with new communication channels. We are implementing a social network tool and marketing strategy to increase business. Being a local reality is no longer sufficient, we need to think globally if we want to increase our business”
explains Simone Orlandi, born in 1973.
“We need to know how to seize the opportunities coming from the changes: today a few online shops offer fur products. This gives us a chance to adapt to the languages and to equip ourselves with the tools to take advantage of this situation, since there is little competition. We must five attention to our proposals. For years, fur has been contextualized as a fashion product with a great sense of style”
When asked how to evaluate today’s animal rights controversy, Simone answers:
“These activists paint a false myth that needs to be debunked. Today, more than 70% of the animal resource is used by the fur industry, so that there is minimal waste. In addition to the actual use of the fur, the waste materials are also used, for example, in the production of alternative food products destined to animal feed or the production of biogas… This is a really significant utilization of the resource. And in a world that has to deal with ecological issues, our industry is one of the least polluting. Our production chain, in fact, is eco-friendly from the breeding to the tanning, which does not use chemical pollutants. The final product, the fur, is much more environmentally friendly and sustainable than synthetic products which are endorsed by animal rights supporters. The quality of our chain is extremely certified, and this must be conveyed to the consumer.”