The document discusses the world of fashion, providing background on the author's career in the fashion industry and the development of the Pal Zileri brand. It also examines the psychology of fashion, debates whether fashion is a form of art, and analyzes the booming shopping mall industry in China and preferences of wealthy Chinese consumers.

1. THE WORL OF FASHION
Today I’ll like to explain what is
fashion, my involvement in this
wonderful world, what will be the
future of fashion and of the
shopping malls in Asia.

2. How did I start in fashion
• I started in my father factory helping at the age
of 12 (holidays) then at the age of 25 finished my
university, wrote my thesis (in 6 months travelling
around Europe) and did 3 different praxis of 3
years each in Australia, Italy and Switzerland.
• 1986 I started as export and marketing manager
for Pal Zileri until 1 year ago.
• In 10 years we reached the following
development

3. Development of Pal Zileri from 1988 to 1998. 75 P. Zileri shops in
50 countries in 5 continents and in 250 multi brand shops

4. A/I + S/S 1998 54.000.000 Euro

6. The psychology of fashion
• What is fashion?
• Psychologist and sociologists has try to give the most interesting definition of fashion. From
Sigmund Freud (1856- 1939) to many others like Fluegel (1950) with the Psychology of clothes
– Same are very negative like the one from at from Oscar Wilde:
– Fashion is a form of unbearable ugliness and that the reason why it must change every 6 months.
– Fashion is a kind of reaction that is generally valuable for a quite important number of people. Usually it has a periodical change
in the choose of a new way to act or to think that a small group of person has ménage to get accepted
– One of the basic law is that clothes give us the possibility to show our self to other the way we like. To remodel us the way we
like. The ideal I. The idea, opinion that we have of our self will be very important when we will choose our clothes and what we
will wear.
– The best outfit, is the one that give us the feeling to be well dressed, to be comfortable and have the right coloros and material.
( decoration and protection)
• Hier is also very interesting to see the different meaning of the garments like
– the tie and the common expression to adjust your tie when you enter a meeting.
– The fetish in general.
• Fashion as Trend and Costume
– Fashion is becomes a trend when is accepted from a certain number of people for a certain amount of time (usually few month).
– Fashion is becoming a costume if adapted from a number of people over the years.

7. Is fashion a form of art?
During my 3 years with a Swiss cotton mills and printer
(Christian Fishbacher) , being in charge of the Italian Market I
was working with stylists like Armani, Versace, Ferre,
Moschino, Jean Paul Gaultier Claude Monatana and more..
During this period I have learned that fashion is divided in 2
major categories: Haute couture and ready to wear.
Haute couture can be an expression of art.
Each stylist express them self at his highest in their Haute
Couture collection.
Armani one days said. You see Della Croce I create suits,
Jackets and dresses and accessories for the business woman,
in general for the day and or the evening, simple, straight
lines and Gianni he dressed up the same women when she
likes to look like a …. Let say very sexy for her partner or
friends. We satisfy both needs of the modern woman.

13. • The $450 billion global fashion industry is one
of the most important sectors of the global
economy that creates jobs and clothes for
people all over the world. It employs over 25
million workers in over 100 countries. More
then 75 million all together.

14. What they like.

15. The Shopping Malls in China
China has been having a mall construction boom. According to the CBRE research group, in 2013 the
Chinese are building half of the brand new mall space in the world. There might be 30 percent vacancy in
malls next year in 2014.
To put the construction boom in perspective, in Chengdu, companies have recently been completing 2.9
million square meters of mall space. More new mall space is being built in Chengdu than in 89 Western
European cities combined.
Hong Kong is the premier shopping destination in China. These ten in Hong Kong, Macau and the
Mainland stand out as China's best malls.

16. The Chinese Luxury Traveler 2014
How many they are
What they like

17. How many they are
• CNY 10 billion 300 average age 39
• CNY 2 billion 3,200
• CNY 1 billion 8,300
• CNY 100 million 67,000
• CNY 10 million 1,090,000
• CNY 6 million 2,900,000

18. Preferred leisure Pursuit
• Travel 56%
• Reading 39%
• Tea tasting 28%
• Family time 23%
• Driving 15%
• Spa 13%
• Looking after pets 11%
• Wine tasting 9%
• Photography 8%
• Karaoke 8%
• Fishing 8%
• Foot massage 4%
• Yachting/Sailing 4%
• Games 2%
• Cigar Appreciation 1%

19. What sport do they like
• Swimming 37%
• Golf 23%
• Yoga 22%
• Jogging 20%
• Mountaineering 15%
• Badminton 13%
• Scuba Diving 13%
• Tennis 10%
• Horse riding 9%
• Skiing 7%

20. Online Social Media to influencing China’s richest
• Source: Hurun Report Chinese Luxury
Consumer Survey 2014
• Online Social Media 53%
• TV 44%
• Newspapers 43%
• Word of Mouth 35%
• Magazines 33%

25. The mall of the future
• Taking care of the personality of each client
• Give impeccable service (better then in HK).
– Before
– During
– After
• Guarantee quality of all the products
• Offering a wide concierge service (if possible
on 360 degrees).