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Retailer spotlight: GIOYDEA – Milan, Italy

Published on Feb 25, 2018

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The LYCRA® brand team recently had the opportunity to speak with Dea Pasetti, owner of GIOYDEA, one of the top independent boutiques in Milan. We wanted to find out the secret to her award-winning store’s success in the current retail climate.

Meet Dea Pasetti

The LYCRA® brand team recently had the opportunity to speak with Dea Pasetti, owner of GIOYDEA, one of the top independent boutiques in Milan. We wanted to find out the secret to her award-winning store’s success in the current retail climate.

Exceptional brands and customer service

GIOYDEA has thrived in the heart of Milan since 1904. This historic boutique offers its shoppers something that is hard to come by today—knowledgeable service with a personal touch. Ms. Pasetti knows that GIOYDEA’s discerning clientele wants more from their apparel and they trust her to offer quality brands like Pierre Mantoux. She explains why:

Pierre Mantoux is a hallmark of excellence in the tights segment. This premium brand offers superlative product research driven by LYCRA® fiber, a brand that is recognized and appreciated by consumers as a reliable promise of lasting comfort, fit and performance.

Dea Pasetti adds: "In our business, it is becoming increasingly important to offer exclusive brands that enable us to differentiate our offerings. This way we can always present something more, something new. We often form a special relationship with our clients, one based on the trust inspired by the knowledge that above all, we offer quality products. Research into materials, garment construction, attention to Made in Italy style and quality, and technical innovation are all crucial elements for us when selecting which products to stock. The innovation intrinsic in LYCRA® fiber combined with the inimitable style of Pierre Mantoux, a brand that has an established presence in our store, creates a perfect synthesis of all these elements.”

An in-store display in Milan’s GIOYDEA boutique, which specializes in carrying exclusive brands known for exceptional quality.
An in-store display in Milan’s GIOYDEA boutique, which specializes in carrying exclusive brands known for exceptional quality.
Pierre Mantoux hosiery point of sales materials in the historic GIOYDEA boutique in Milan, ltaly.
Pierre Mantoux hosiery point of sales materials in the historic GIOYDEA boutique in Milan, ltaly.

LYCRA® brand adds value

The recent launch of premium hosiery brand Pierre Mantoux’s Veloutine Supreme Shape collection was a great success at GIOYDEA thanks in part to LYCRA® brand co-branded sales tools. The brochures educated staff and consumers about the advanced LYCRA® fiber technologies used in the hosiery line. Once informed of each product’s features and benefits, customers saw the product’s value and were willing to pay a premium price for it, Ms. Pasetti explained.

The New Veloutine Supreme Shape collection is perfect for our clients, who are constantly searching for high-performance, ultra-comfy tights to wear throughout the day - true passpartout garments

LYCRA® is a trademark of The LYCRA Company.

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