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Home >> Events / Causes , Featured , Home furnishings baker furniture , Industry sectors , News >> Article: Pratesi draws parallel to Hermès during expansion Email this Print Reprints ARTICLE TOOLS SPONSOR Receive the latest articles for free. Click here to get the Luxury Daily newsletters. Pratesi draws parallel to Hermès during expansion By Joe McCarthy
NEW YORK – A senior executive at Italian linens maker Pratesi said at Luxury FirstLook: Strategy 2014 that the brand’s entrepreneurial and generational position resembles the state of French leather goods maker Hermès before it rose to global prominence.
Joined by the current President of Pratesi, Frederico Pratesi, Rebecca Miller expounded upon the brand’s methodical baker furniture expansion. Understanding that moving the brand into new product categories and away from its highly localized roots entails change, those spearheading the efforts want to preserve as much of the DNA as possible.
“We had to take and convert assumptions and emotions to hard business processes,” said Rebecca Miller, executive vice president at Pratesi Linens , New York. “We’re moving from entrepreneurial mode to something far more robust.
“Pratesi is home,” she said. “It seems fairly simplistic, but lets step back for a minute. The difference is we started in the home, we are the home, as we begin to grow out from there, there s a sense of authenticity. We didn’t get into [the home], we were already in it.”
Singular to plural Pratesi has stayed within the grasp of a single baker furniture family for five generations. Ms. Miller said that when formulating baker furniture the brand’s emergence as a more powerful force in luxury, she looked to Hermes’ model.
The French brand has a similar baker furniture family-centric, entrepreneurial background and its impetus to expand baker furniture also arrived when ownership transitioned to a new generation. When Robert Dumas-Hermès took the brand over, he introduced original handbags, jewelry and accessories.
Under the leadership of Mr. Pratesi, the brand will soon be venturing beyond linens to become a holistic home brand, a move that feels more organic than, for example, an automaker picking up home design.
Ms. Miller explained that the brand has approached the expansion baker furniture methodically and referred to former positions she held where such patience paid off. At earlier posts, she advised her team members to learn as much as possible baker furniture about the cultures they work in, the histories of the products baker furniture they have and the cultural baker furniture interests of their target consumers.
As a testament to the brand’s desire to get everything baker furniture right, Ms. Miller said that the team had scrapped the initial redesigned Web site in favor of something more reflective of the brand. Currently the brand does not have a primary Web site.
For instance, Italian baker furniture apparel baker furniture and accessories brand Versace sought to boost awareness for its home collection through baker furniture an email campaign sent as affluent consumers begin to anticipate their holiday guests.
Although sent right before the Christmas holidays, the email emphasizes that Versace interiors can be purchases baker furniture for everyday life, not just for the rare occasions. That said, Versace s email drop was timely, baker furniture but may have gone unopened due to the amount of shipping confirmations and other brand emails received during the holiday baker furniture season ( see story ).
Through the new Casa site, consumers can watch a video overview, view a catalog of products, see interior baker furniture design images and locate a showroom. Brands should baker furniture regularly revamp and update their Web presence to keep consumers interested and visiting the site ( see story ).
Joe McCarthy is an editorial assistant on Luxury Daily. His beats are arts and entertainment, automotive, healthcare, real estate, sports and travel and hospitality. Reach him at joe@napean.com. Like this article? Sign up for a free subscription to Luxury baker furniture Daily's must-read newsletters. Click here!
Tags: Athos Pratesi , Home furnishings , Italy , luxury
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