The Future of an Icon – Exclusive interview with Max Mara’s Maria Giulia Prezioso Maramotti Germanetti

THE FUTURE OF AN ICON

Founded in 1951, Max Mara is the epitome of Italian quality and craftsmanship. We spoke to Maria Giulia Prezioso Maramotti Germanetti - Omnichannel Retail Director Max Mara Fashion Group, Max Mara Global Brand Ambassador and granddaughter of the label’s founder Achille Maramotti, about taking the brand to the next stage while still retaining its heritage

IMAGES: SUPPLIED What do the first 30 mins of your day look like, your morning routine? I wake up and have breakfast with my husband or (if I am in Reggio Emilia) with my mother, and we usually talk about our day ahead and what it will look like. Then I check my first emails on my iPad and read the newspapers. A couple of times a week I either play tennis, do Pilates, or go for a walk. I am usually an early riser, a habit I’ve retained form my NY years. What is at the core of Max Mara, the DNA of the brand? Max Mara is a company which has existed for 70 years through the idea of design, craftsmanship, timeless and quality: our DNA starts from the craftsmanship, the quality of the fabrics, the garment constructions that have a tailored and impeccable cut, as well as this idea of constant evolution in order to match women’s lifestyle, to get them comfortable in their own skin, to celebrate their choices. We are always true to our DNA and I think that today the big challenge is to maintain your style and never compromise it for what can be temporary trends, because ultimately when you are an iconic brand like we are, you cannot afford to be trendy. Consistency and precision in the DNA, and the ability to evolve without moving away from what we are can definitely be considered our strongest attributes. The brand is known for its classic pieces which transcend seasons. Which key pieces continue to drive sales season after season? The quick answer (and also the right one), being COATS, COATS, COATS. The classic iconic 101801, the Manuela beautiful camel coat. Those pieces are Max Mara icons, what a woman needs to have in her wardrobe. Which piece of Max Mara is the piece you’ve had the longest and treasure? I have two, actually. One is the Manuela coat, the classic camel wrap around which works with everything. The other one is the classic black LILIA coat, a pure cashmere coat which is ideal for travelling, especially if you’re traveling between temperature extremes. You’re direct to consumer as well as partnering with leading ecommerce platforms. How do your clients differ from those visiting physical stores? I honestly don’t believe there is much of a difference between the clients, overall it is the experience they look for which is different: I think that the physical store is lived as an immersive experience into the Max Mara world. The online customer is more proactive and uses online shopping for a practical reason. How do the commercial and creative sides of the business work together and do you feel particularly drawn to one side of the business? I think the best part of my role is to be able to combine the two sides, because they are equally important, there is no side more important than another: the goal is to make them work together consistently. You do it if the creative side thinks clearly with the client in mind, then there is no negotiation needed. Can you tell us more about the key changes you’ve implemented in your role? For sure for me it was a priority to draw a very product centric business into a more customer centric business: thinking about client needs, about how the brand is perceived to the consumer. To me the key point was ok, what we have is fabulous, is unique on so many levels. How do I make women know about it? Hence a new way of communicating, through platforms of social media, digital creators. What has been the largest challenge to date since you joined and how did you overcome it? Changes are a vital part of an industry which is built upon intercepting changes within lifestyle. I think that the only way to cope with the business arena is to understand what women want, what they value. As a brand, we built goodwill after 70 years of being on the market. Being loyal to your legacy ensures success as it does not build your success on a temporary phenomenon. Have you had any mentors along the way and if so, what has been the best advice they have imparted to you? I was raised by a working woman, and my great grandmother herself, transferred to my mother the idea of this positive pragmatism, hence this idea of a woman being proactive in the contribution to a family. Today it is simply natural that the extension of such a thought process translates into designing clothes which are targeted at women’s lifestyle. Last year was a time that saw brands change strategy. Have you had to pivot as a business? Covid is something that has focused the attention on the inefficiencies or the weaknesses of the fashion industry which were already showing, particularly in terms of value chain. All of a sudden, the role of physical retail, with restrictions and social distancing, came into question and the drop in footfall focused everybody’s attention on the growth of their digital business. That was a trend that was already happening, but I think that has become even more relevant to customers. Post lockdown, I do believe women want to have something that is more durable, more valuable and stands the test of time. I also think that there will be a sense of sobriety in fashion in the next few years; that will be one of the biggest changes. The fashion industry will have to adapt to this new sentiment and will have to adapt quite fast. What effect do you see social media having on the growth of the brand? Digital entrepreneurs and social media are helping to generate our content. They give us a different version of Max Mara, which puts us in a place where we can be less self-absorbed. We love to partner with someone who can give us a different angle. In that way, we get an opportunity to interact with a different kind of audience and that is valuable. Ecommerce is growing yet there is still appetite for experiential stores. Do you have any specific plans for offline strategies in the future? Generally speaking, digital platforms have given the brands a great opportunity to extend their vision and to have a more personal relationship with their clients in terms of studying behaviour. Physical stores and the personal touch are still very important, and the two things must absolutely live together. I don’t believe in the fact that digital has to be an antagonism of the physical. The Max Mara Resort 2022 collection is named ‘Local Color’. How do you see the relationship between local and global in fashion? Today you need to always think about a global environment of competition and of customers. For us, it has always been this way from the outset when my grandfather founded the company. I think that to find the balance between the two is in our DNA. This is The Future Issue. What do you think is the future of the luxury industry and how do you see the brand being part of that? I think that the future is to be true to what your values are, to what your DNA is and instead adopting new ways of communicating this.