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[Daniel]

Andrea Brotini: "Quality is always in fashion"

High fashion keeps its secrets sacred, and only occasionally priotkryvet veil of secrecy over the fact that the cooks and boils in a cauldron under nazvniem "haute cauture".

At Moscow Fashion Expo 5 with us kindly agreed to talk Brotini Andrea, vice president of the Association of Italian Footwear Manufacturers, as well as one of the owners of the company "Pakerson" - the leader of the Italian shoe industry.

Good afternoon, Mr. Brotini. You are on the Russian market for more than 20 years, and probably studied its characteristics. Are there any specifics of their shoes, you export to Russia? Is it different than some of the shoe "for Europe?"

The main feature of footwear supplied to the Russian market - it's the attention to quality, which is necessary for the delivery of these shoes, because Russia is indeed a difficult climate. And if the shoes are not made qualitatively, the imperfections show up immediately: you peel off the sole, cracked skin or Peretrutov thread.

Therefore, we test our shoes in a department of quality. As materials and finished products. In addition, we use the services of the Centre Trials at the Association of Producers Shine.

Italian footwear has always been the benchmark for style and guarantee of quality, but unfortunately in recent years on the market there are many products whose manufacturers fake brands and, of course, can not be responsible for quality. Would you like a professional to give some tips on how to distinguish genuine from counterfeit Italian shoes?

The first thing I advise to pay attention to the price you pay kotorouyu. Italian shoes simply can not be cheap. Minimally Italian shoe in Russia is 150 - 180 euros. If the price is lower, then before you fake. Maybe she made the Italian brand, but of course this is not the original Italian shoes.

Another major point is connected with the place of purchase shoes. It certainly should be a certain level. For example, if the Crocus City Mall, where you can guarantee quality of products you have purchased, you can not doubt the authenticity. Yes, the store's reputation is very important.

All other features can be verified only in socks, because all the materials used for the production of Italian shoes are certified in accordance with the standards of the European Community met all the standards of hygiene, so as not to cause harm to a person or damage during wear.

In your opinion, "pirates" in the shoe industry do great harm proizvoditlyam Italian shoes?

Of course, any counterfeit products - is a threat to honest producers. First and foremost, we are talking about our reputation. Of course, we make every effort to fight the pirates, but, alas, at our disposal are not always effective tools. This is a problem as the market of Russian and Italian.


Fortunately, it should be noted that the buyer has recently become more discriminating and experienced. He understands that he is buying and for any money. Quite often, the consumer is well aware that acquires a fake, but he did not know how he himself exposes risks. It does not get any guarantee of quality and hygiene are no guarantees. A genuine products - guarantee quality, style and convenience, this product in history.

Over the past few years, the world's footwear fashion has been no dramatic changes. Tell me, what are the trends this season? Do we expect change?

Here let me not agree with you! Fashion - it is by no means a dramatic change in a single season, not a 180 degree turn. It's smooth flow and development, it is a great evolution.

And if you specify, then, first, left elongated shape. You probably noticed that the shoes have become more noses short and rounded the last time. In addition, the reduced height of the heel, there is a widespread tendency to use nail polish. Two years ago it was impossible to imagine that the collection will boots of patent leather ... That is, of course, they were present, but it was rather an exception. And now it's pretty massive and widely represented phenomenon.

[Larry]

Additional time due to the fact that taste evolves in the direction of athletic footwear, but here is the emphasis on convenience, comfort, hence the tendency to low heels. During the day, preference is given to more and more shoes in the style of casual, hence and so nzyvaemye "sneakers."

Yes, povsednenaya footwear tends to ease ... But what kind of women's shoes, in your opinion, the most sexy?

(Laughs) It's clear that I can not name names of competitors, colleagues ... Because, of course, there are brands that are the epitome of sexuality.

As for appearance, then I probably will not be original. It's shoes with high heels slim enough subtle forms and, of course, this lacquer. Patent leather boots - that's the embodiment of sexuality.

But on the other hand, much depends on the personality of a woman putting on shoes. Someone can be sexy in a black patent-leather boots that make absolutely certain way. However, the girl in white loafers and a short skirt on the beach too wildly attractive. It all depends on the circumstances (smiles).

That this is the magic of fashion. You are doing a collection, it is fashionable, it is sexy, she makes women goddesses ... And then you're doing something completely opposite, and it is also fashionable and beautiful.

But lacquer shoes - it's still a few agreesivno, do not you?

Of course, lacquer - it aggressively, it is the image of the femme fatale, vamp, if you want, but all the same zest in behavior. Often, a woman may be dressed fairly neutrally: the trouser suit, for example, and behave in a way that will not find it! (Laughs). I believe that a certain amount of aggressiveness - it's a compliment for a woman.

Not all men like aggressive women ...

Maybe ... (Shrugs). But, I think every woman wants to feel sometimes that passion in itself, a vice, I would say ...

What shoes can be called a luxury?

Luxury footwear - footwear that is comfortable, comfortable, one that does not feel the leg. You certainly know the expression "when the shoe fit." That is, the shoes, which merges with you. This is what I call luxury. And, of course, is the highest quality shoes.

In order to create a shoe, you need a quality control at all stages of sewing, some operations are performed exclusively by hand. All this is luxury and luxury shoes: true to the tradition, quality and comfort.

How many pairs of shoes should be in the locker room at the modern zhenischiny? Minimally, of course.

I think a woman should gain at least 10 pairs of shoes a year. Four pairs of winter shoes, six pairs of years, yet, of course, shoes for special occasions ... That is about 5 pairs per season

It would be great ...

No, I understand that not all women follow this arithmetic, but it must be so. Because one of the first advice that we give to consumers - it does not use the same pair of shoes for two days, that is to change ...

And you yourself, if I may ask, what shoes the company do you prefer?

I wear the shoes of his company, of course, because I want to feel good and comfortable.

This is the best compliment of "Pakerson"!

I just know how this shoe is stitched, and trust people can produce it.

The last question traditional: what do you want our readers coming spring?

In the fairy tale about Cinderella slipper helped the main character to find her prince. I would like to wish all women the same way to find your ideal companion.

And for those who have already found your other half I can only wish her husband to them a couple of excellent prepeodnes Italian shoes ... and preferably under the brand name "Pakerson"! (Laughs).