Schmid’s New Approach
The San Giuliano Milanese company promotes competitiveness by reducing the prices of its products while maintaining high standards of quality and reliability. Young stylists and designers approved the spring/summer 2016 trends and materials presented at Lineapelle
Canvas, cotton linen, and denim. These are Schmid’s natural textiles for spring/summer 2016, revamped and presented in Milan for Lineapelle in new dyes, finishes, and processes in line with the trends for the next hot season. Alongside canvas, 100% cotton in 12 different colors, “big” canvas is the star: made with thick twisted yarns, it brings a honeycomb effect to natural, fresh, seasonal, and classic shades with traditional anti-unthreading and backed finishing. In addition to the refined linen cotton with its characteristic slubs, made with mixed yarns comprising linen (60%) and cotton (40%), we have the timeless denim. Schmid denim features a vintage look, the result of a special washing process and not of the typical dyeing.
The public liked the new trends, as well as the three specials in macramé realized on net and satin. “We have responded to customer requests and to those of an increasingly young and international audience of stylists and designers with a very appreciated, innovative collection,” says Paul Ciccarelli, President and CEO of Schmid. Over 2,500 samples and 300 visitors, mostly from France, England, Spain and the USA: these are the figures that show how the market is approving the changes brought by the company’s new approach. Among these, there is a new pricing policy in compliance with the company’s highest standards of quality and reliability. “There’s a lot of talk about customer service and boosting consumption,” says Ciccarelli. “What better demonstration of tangible support is there than lowering prices while maintaining quality? Our industry is going through a delicate moment: consumption stagnation has been going on for a long time and the context we work in is becoming more and more competitive. So we decided to side with the clientele and since last March we have reduced the prices of our products by about 10%.”
Lowering prices, of course, isn’t easy, and requires efficiency and knowledge of the market. In Schmid’s particular case, efficiency comes from carefully choosing the suppliers, “just in time” production management, reducing unproductive expenditures, lower tax burden. And the company is sharing all of this with its customers. Moreover, the company also guarantees to take care of any price increases resulting from the weakness of the euro against foreign currencies. And soon there will be specific pricing, which will decrease according to purchase volumes. “This is not a temporary program,” concluded Ciccarelli, “but a real method for us to share what we gradually are gaining from efficiency and productivity with our customers and to give them the best value for their money.”
