Toni Scervino: “China is growing (+ 50%), target 2022? Go back to pre-Covid levels”

China is among the leading markets (+ 50% in 2021) as well as the United States, which marked a + 34% in the same period but the goal, for Ermanno Scervino, is to return to the same performance as before Covid. globally. “Finally we see the light at the end of the tunnel – Toni Scervino, CEO and co-founder of the brand, an absolute symbol of Made in Italy elegance and leader in sport-couture, explains to Adnkronos. China and the USA are the two areas. of the world that act as a beacon for our exports and also Russia, a country where we have a good audience, has registered an increase “. In the Land of the Dragon, between stores, outlets and pop ups there are 12 shops, ranging from Shanghai to Ningbo, passing through Hanghzou, Beijing, Changsha, Wenzhou, Nanjing, Wuhan, Dalian Times Square, Shanghai Village, Shenzen and Hong Kong. In addition, 3 openings are planned in Shanghai in 2022, two department stores and an outlet. The maison, which today presents the new autumn-winter 2022/23 collection in Milan, is back from other strategic openings, including the new store in Rome, in Piazza di Spagna, next to the Spanish Steps, while in March it will inaugurate the Venice boutique in Calle Larga. “There are positive signs – observes Scervino – clearly we cannot turn our heads away because the moment is not easy but in 2021 we registered + 25% compared to 2020 in terms of turnover and we are very satisfied”. E-commerce also contributes to the excellent results of the brand. “We scored + 30% in 2021 – highlights Scervino -. Obviously online must and can grow but we don’t live only on e-commerce. We like quality products to be seen and touched live”. After the success of the September show, promoted with full marks by celebrities and professionals, today Ermanno Scervino returns to present his clothes and accessories live. “Let’s go back to physical fashion shows but not completely free as before the pandemic – explains Scervino -. We chose to do a show for the press, we didn’t want to risk it out of respect for people. The infections are still there, people get sick and they still register. deaths but for the show we have thought of every possible connection, in streaming, through social networks and Cnmi we have reached the world live “. As for the metaverse, which is gathering more and more consensus in the world of fashion “it is a phenomenon to be kept under observation and to be evaluated but we remain cautious at the moment” concludes Scervino. (by Federica Mochi)