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March 23.2025
3 Minutes Read

Sunnei's New Store: A Community Hub, Not Just a Concept Store

Casually dressed men in Sunnei's new minimalistic store interior.

Where Artistry Meets Community in Milan

Sunnei, the avant-garde fashion label, is redefining the retail experience with an unconventional approach. On Thursday, during their Autumn/Winter 2025 showcase, the founders Simone Rizzo and Loris Messina will unveil a new store at their Milan headquarters. But rather than fitting into the typical concept store mold, they emphasize that it is simply a space for community engagement, creativity, and direct customer connection.

Breaking the Mold: Redefining Retail Spaces

The minimalist store situated at Via Privata Pietro Cironi is crafted as a sleek community hub. Sunnei aims to eschew the excessive design tendencies that often plague modern retail environments. “We are over the over-designed concept,” Rizzo insists, highlighting a desire for practicality and clarity in how the store operates. Visitors can expect to engage in lectures, exhibitions, and performances linked to their in-house radio station, Radio Sunnei.

The Essence of Experience Over Perception

Sunnei's founders have long playfully critiqued the fashion system's obsession with hype and applause. Their previous shows employed satire to unmask the absurdities of fashion culture, and this new store continues that thread. “A store doesn’t need a concept; it can simply exist as a space for people to appreciate the essence of the brand,” Messina stated. The founders aim to create an environment where customers can experience the lifestyle and authenticity that define Sunnei without pretentious fanfare.

Community-Centric Design: Connecting with Customers

One of the store’s key goals is to foster genuine connections between the brand and its consumer base. By transitioning from a predominantly digital focus to a more tangible, in-person experience, Sunnei hopes to establish a more personal relationship with its audience. Workshops and events featuring the brand's suppliers and designers are intended to invite customers into their creative processes. This model seeks not only to enhance sales but also to enrich the consumer experience in a way that online channels cannot replicate.

A New Chapter for Milan’s Retail Landscape

In light of ongoing challenges in wholesale markets, Sunnei’s pivot towards direct-to-consumer (DTC) operations only reaffirms their adaptability in uncertain times. Rizzo pointed out that many traditional models are becoming obsolete, and seizing the current moment offers an opportunity for reinvention. “A lot of businesses are down,” he noted, “so it’s a moment for everyone to focus on what’s essential.” The new store serves as a springboard into a future where the brand’s values are captured and expressed in real time to their clients.

Embracing Change: The Future of Fashion Retail

As Sunnei prepares to celebrate its tenth anniversary next year, the cofounders remain committed to their distinctive vision for a more relatable and immersive retail experience. By continuing to experiment with their approach to collections, events, and the consumer experience, they underline the belief that authenticity must triumph over superficiality in the fashion industry.

As Milan transforms with fresh energy, the launch of the new Sunnei store underscores a way forward for brands that aspire to capture the spirit of customer engagement while eschewing excessive commercialism. As the conversation around fitness in retail continues to evolve, Sunnei stands at the forefront of what community-driven retail can and should look like.

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Armani Revenues Fall 5% in 2024 as Luxury Market Faces Challenges

Update The Luxury Giant Armani Faces Fiscal Challenges Amid Global Uncertainty The world of luxury fashion is no stranger to fluctuations, but Armani's recent report of a 5% dip in revenues for fiscal 2024 has left both enthusiasts and industry analysts pondering the implications. This decrease, amounting to €2.3 billion, comes during a period marked by heightened global tensions and consumer hesitance, a scenario Mr. Armani himself acknowledged in his statement. Investment Strategies in a Slow Market Despite the downturn in revenues, it’s noteworthy that profits took a hit even harder, with EBITDA dropping 24%, from €523 million in 2023 to €398 million in 2024. Interestingly, the Armani Group doubled its investments this year to a record €332 million, focusing on critical areas like store renovations and in-sourcing e-commerce management. This reflects a strategic decision to bolster their operational foundation, mirroring similar approaches by brands like Chanel, which plans to sustain high investment levels despite profit drops. The Importance of Strategic Management Mr. Armani’s commitment to long-term vision shines through in his assertion of prudent management. He stated that while he is cognizant of market slowdowns—evident since the latter half of 2023—he remains dedicated to steering the brand through tumultuous waters by investing wisely. This strategy mirrors broader industry trends, where refined management and strategic vision are increasingly crucial. Regional Revenue Breakdown: A Closer Look Armani Group’s revenue segmentation reveals Europe remains a solid cornerstone of the company, contributing 49% of its net revenues, consistent with the previous year. However, the Americas accounted for 22%, while Asia Pacific showed a slight decline to about 19%, reflecting shifting market dynamics—particularly in China, where challenges have been pronounced. Global Economic Factors Impacting Luxury Brands The company remains unfazed yet aware of global challenges that affect sentiment, including tariffs and political instability. These factors complicate operational planning, making the luxury sector's recovery seem uncertain. Companies navigating through these complexities are likely to feel pressure as consumer sentiment varies sharply across different regions. The Human Side of Business Decisions In light of this challenging landscape, the importance of human connections in the fashion industry becomes clear. The recent Milan Fashion Week show, which Mr. Armani missed due to health reasons, could symbolize the emotional side of leadership in the luxury world. His absence from an event he hasn't missed since 1975 indicates both personal and corporate challenges that humanize the business's operational landscape. As consumers become more discerning and conscious of their spending, industry players like Armani may need to evolve their strategies as well. Understanding the underlying causes of consumer hesitation alongside luxury innovation could be key in reclaiming lost ground in their market presence. Overall, while the current market conditions present obstacles, the underlying stability and commitment to reinvestment signal an enduring hope for the global luxury segment.

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