style in progress 1/2023 – BALDESSARINI X BENE SCHULZ

TODAY WILL NOT RETURN TOMORROW

Florian Wortmann took over as Managing Director at Baldessarini two years ago. The brand has been setting a new pace ever since, expanding its international sales network, and steadily raising its profile. With its current collaboration with Bene Schulz, part of the five-strong social media group Elevator Boys, the brand is venturing into uncharted territory. A conversation about opportunity, risk, and the excitement of the unknown.

Florian, let us start with a deliberately provocative question. How does Baldessarini actually benefit from collaborating with a twentysomething content creator like Bene Schulz?

This is a question that we discussed internally for a long time, with great intensity, and in a rather hybrid context. Soberly assessed, the greatest quality of content creators is that they market themselves and allow others to tap into their popularity. However, they are forced to open their entire book of life in the process. Anyone can do that, but not everyone does. One really should not underestimate the effort and dedication involved, as this is a highly professional business. As an international brand, we can no longer ignore this communication channel.

The Elevator Boys portray themselves as the digital Backstreet Boys of their generation. How does that align with Baldessarini’s regular customer?

In fact, we thought long and hard about whether Bene is too young at 21, because our average customer is 45. We do not want to lose sight of our customer base, of course, but simultaneously we need to ensure that new generations perceive the brand in the same way. That is why I do not perceive any dissonance in implementing digital campaigns with a young ambassador. The risk of unsettling our regular customers is much smaller than the chance of gaining new customers. Also, in 15 years Gen Z will be the most affluent customer group of all. A dear friend recently remarked that today will not return tomorrow. Wise words. I believe that focusing your brand-building efforts on the question of who will buy it in 15 years means you have the right mindset. However, the decisive criterion in favour of Bene was that it all clicked on a personal level.

You are currently in New York. Among other things, to hold talks with potential sales partners and to push the brand’s international positioning. What is the desired output?

We hope to reach a young, fashion-savvy target group and increase awareness within Gen Z. The collaboration with Bene will definitely push Baldessarini at an international level. We are currently in talks regarding sales in the US and are also intent on expanding in the direction of Dubai.

“Like a digital billboard with 360 degrees impact,” says Florian Wortmann, describing the potential for Baldessarini that he envisages in the collaboration with Elevator Boy Bene Schulz.

Bene Schulz has more than 12 million followers on TikTok. On Instagram, he is just shy of a million. His fashion style reflects Baldessarini’s smart casual luxury look – here at the first joint fashion show.