“We Are Looking Forward To Turning 101 and 102”

Curiosity as motivating factor: Alberto not only wants to understand its target groups, but to surprise them.

ALBERTO

“WE ARE LOOKING FORWARD TO TURNING 101 AND 102”

Alberto intends to celebrate its 100th anniversary in 2022 with a string of small surprises. Marco Lanowy and his team draw from the past what makes them fit for the future.

Text: Martina Müllner-Seybold. Photos: Alberto

“Sometimes it is better to shut up and listen,” smiles Marco Lanowy, Managing Director of Alberto. With this attitude in mind, the trouser specialist from Mönchengladbach has been conquering one niche after another. However, the motivation for diversification is not mere calculation. “It is simple curiosity. We surprise because we are curious and develop products that arouse curiosity.” Alberto presents itself as a problem solver to such micro target groups as the urban cyclist, the golfer, the long-distance hiker, and the barista. “We are service providers – not just to our wholesale customers, but, above all, to the people who wear our trousers every day.” Lanowy is convinced that (over)fulfilling a purpose is what creates true sustainability. Alberto defines the latter profoundly, rather than dressing itself up with buzz words. “Instead of shouting out slogans, we focus on new standard processes, circular economy, and a willingness to tweak every little detail. We tinker with how to mix long-staple cotton and short-staple recycled fibres to ensure denim remains tear-resistant and durable. A recycled pair of jeans that wears out quickly does nothing for sustainability.”

CONTENT BEATS LABEL

The cause itself, not the best way to commercialise it, is therefore always at the root of Alberto’s considerations. No wonder, then, that the centenary is not perceived as an occasion to celebrate own achievements. “We will certainly take the opportunity to thank the people who define Alberto. Our anniversary promotions, however, are fine filet pieces that we plan to communicate throughout 2022. Many of these collaborations will surprise people, and that is a deliberate choice. The reason we are turning 100 is that we are looking forward to turning 101 and 102. Preferably, we want to last another hundred years,” Lanowy says. No retrospection, no navelgazing – Alberto only looks into the future. “Maintaining eye level is important these days,” argues Lanowy. This seems to apply particularly in a retail landscape that is outsourcing an increasing degree of responsibility to manufacturers. “We like retailers who buy and sell,” Lanowy explains. Yet he does not deny that the division of power between retailers and manufacturers is currently undergoing a great deal of change. “Retailers are dependent on functioning merchandise flows, both in fact and metaphorically in e-commerce. We are convinced that our split of sixty percent classic pre-order and forty percent seasonal bestseller management, for which we bear the risk, constitutes a fair offer.”