MILAN — “The most recurring word is opportunity,” said Federico Arrigoni, chief executive officer of Brioni in his first, and exclusive, interview since his appointment in May last year.
Long passionate about the brand, he confided that “the company is even more beautiful from within than from the outside. The heart of Brioni in Penne is extraordinary,” he said, referring to the Italian town where the menswear designs take shape, touting the “more than 600 tailors with exceptional skills. This is not a given, it takes years of training to reach that level of expertise.”
One of his goals is to communicate Brioni’s values because, while admitting there is “a very loyal customer base, we can still raise the brand awareness.”
While the U.S. and Europe are strong markets, Brioni is still not that well-known in Asia and Greater China, he said. “We want to avoid overexposure, but compared to competitors, the level of knowledge about Brioni can be much higher, and there are still many opportunities,” he contended.
“We want to stay true to the history of the brand; this is a story based on solid foundations, excellent sartorial tradition and contemporary elegance and style. Our success stems from the combination of the two.”
