Cultural Assignment #3 - Four Stores

Outside of Angela Caputi Giuggiu

The purpose of being sent to all four stores was to experience the different types of retail stores that Italy has to offer. We were sent to a textile store (Lisa Corti), a home goods store (Bellora), a jewelry boutique (Angela Caputi), and a high-end glass boutique (Venini). We felt that all of the stores are considered specialty shops that you wouldn’t go to unless you knew of them. They may have a few other stores in different areas but they all gave off the feeling of a specialty boutique. Another commonality between the stores was their use of all hand-crafted merchandise using natural materials. In addition the stores were green companies.

Outside of Lisa Corti

 

            With the trend of going green, these stores would most definitely fit into the American culture. Through their use of natural materials and limited production, they offer an exclusive product. In order for these stores to move into the American culture they would need to pay special attention to the location of their store and the market of the area. Upon entering the US market these stores need to stay consistent with their appearance of a boutique, their standard of quality, and Italian culture.

Outside of Venini

            The impact on the industry is mainly coming from the traditional production method of their goods. Not only is the emphasis based on the quality, but on the visual presentation of the merchandise. Lisa Corti did not only offer quality merchandise in her textile emporium, but also in her high quality showroom. Within this showroom she allows up and coming designers to show their work.   All of the locations were created in minimalistic way to further allow the emphasis to be placed on the merchandise.

Outside of Bellora

            All of the stores were unique in their own way. We were glad that we got the opportunity to visit all of them and learn more about the quality standards that are offered in Italy.