“Our Customers Demand a Holistic Experience”

Nicola Gerber-Maramotti, who was born in Germany, has carved out a place for herself in her in-laws' family business.

MAX MARA “OUR CUSTOMERS DEMAND A HOLISTIC EXPERIENCE”

For many, Nicola Gerber-Maramotti is the face of Max Mara. She does not enjoy talking about herself, as she prefers to talk about the company that she has shaped decisively as retail director over the last few years. Most of all, however, she loves talking about the Italian brand’s customers.

Interview: Stephan Huber. Photos: Max Mara

Iam advocating a thesis that may seem a bit

disturbing at first glance. In the medium and long term, the pandemic offers our industry more opportunities than it has caused harm. Would you disagree with me?

Nicola Gerber-Maramotti: People, and hence companies too of course, grow through challenges. And the challenges of the last two years have been extraordinary. What I have observed most acutely is perhaps a new mindfulness in dealing with each other. The pandemic has practically forced us to exchange ideas more closely and deliberately again – not least internally, by the way. This has generated great energy, even a new intensity.

Has the pandemic changed our perspective?

I would use the term sharpened. Travelling, for example, has suddenly turned into a mind exercise. And many have noticed that such journeys can actually lead you further afield. This has had a highly stimulating impact on creativity.

What do you expect to stick?

I am convinced that this new sensibility will endure in many ways. Faced with wardrobes cluttered with irrelevant items, many have begun to challenge the “unculture” of mindless consumption with more sustainable demands for quality at all levels. This aligns very well with Max Mara’s values. We have always been the opposite of fast fashion. A woman would never throw away a 101801 Icon Coat. She might, however, pass it on to her daughter…

What distinguishes the DNA of Max Mara beyond the mentioned intrinsic value?

Innovation as a perpetual process of continued development and a clear, stylistic signature. This is a tremendous challenge in a market environment that is changing so rapidly. How securely and self-confidently we implement this as a company that continues to be family-run bears testament to a very healthy foundation.

Corona has triggered a breathtaking tech and digitisation surge in the fashion industry. Does this also apply to Max Mara?

Absolutely, at all levels! The design processes have been revamped, as have many digital formats and storytelling in general. For a brand that thrives on and loves retail culture as much as Max Mara, it was crucial to find ways to reach our customers when they cannot visit us, and to do so in a way that is as individual and approachable as they are accustomed to and expect from us. In fact, we have learned how to really pursue hybrid retail during this period.

How?

It only works when it is geared towards people’s individual needs. Ultimately, phygital simply means flexibly combining the best of both worlds to create a personalised customer journey. If, for example, a certain piece is not in stock in the store, then it is up to us to organise its delivery to the customer in exactly the manner that suits her best. In other words, to turn an apparent lack into a service experience. The fact that more than 70 percent of our customers would rather have the items delivered to the store than to their homes may seem surprising at first glance. However, those who have understood that it is about so much more than a coat, a blouse, or a pair of trousers, recognise the need for authenticity and quality as a holistic experience. We were honoured to see how happy our customers were when they returned to our stores. This is yet another important lesson for our future.

For the future of the stationary component within a hybrid retail landscape?

Our customers, and this undoubtedly does not apply to Max Mara exclusively, did not miss clothing as an existential necessity. They missed attention,

With the Face of the Future Award, Max Mara and Women In Film support emerging talents in the film industry. Pictured is award winner Zazie Beetz.

Max Mara is expanding its retail strategy to smaller cities: a store in Salzburgs “Getreidegasse” was opened in June 2021. care, the complimentary glass of champagne, and the sensuality and haptics of fashion. Besides, city centres and shopping streets only function symbiotically. When the hospitality industry is closed, this symbiosis is disrupted. All this was highlighted to us in a very drastic way. But as an almost natural reaction to this, there is also a longing for human interaction. People are not robots.

Art and culture were perhaps even more severely challenged than fashion. An issue that almost seems like a socio-political concern for Max Mara.

My father-in-law Achille Maramotti was an extraordinary, far-sighted man who, by the way, challenged and encouraged women like me quite deliberately. The Collezione Maramotti he founded is so much more than just an exciting collection of contemporary art. It embraces the influence and value of creativity in all aspects of our lives. Pursuing this notion is an obligation for Max Mara.

Here, too, new levels have been established. For example, the Max Mara Face of the Future Award.

I have to admit that I particularly enjoy this award. Since 2006, this award has been presented to young actresses who are at a crucial turning point in their careers as part of the Women In Film initiative. Among the recipients were such wonderful women as Chloe Moretz, Zoe Saldana, and Emily Blunt. In 2021, I had the pleasure of presenting the award to the great Zazie Beetz from Berlin.

Does she represent the future of Max Mara?

A smart, funny, confident young woman and citizen of the world like Zazie? Definitely!

Thank you for the interview!