3 minute read
Be Incomparable
The concept store idea thought through - the owner was heavily involved in the interior design process.
It’s Casa Moda’s fourth store in Austria, and yet it’s still a premiere of sorts. Wilfrid Wetzl, the successful fashion entrepreneur, only recently opened his first shop with concept store character in Salzburg. And it’s exclusively for men.
Text: Martina Müllner. Photos: Casa Moda
Fashion is certainly not his only profession. Wilfrid Wetzl, a highly successful entrepreneur, is equally successful as a lawyer and property investor. It was, however, passion that drew him into the fashion business. He himself was a customer of the first Casa Moda store in Steyr. When Gertrud Schmidmayer decided to sell her store in 2008, Wetzl simply couldn’t resist. He has been expanding the business ever since. He opened stores in Linz and St. Pölten before venturing into Salzburg. “I am, of course, quite aware that the outlook in the menswear segment is not particularly rosy and that revenues are in decline.” We all know that the situation in the fashion industry as a whole isn’t the only indicator; one shouldn’t forget the corporate momentum of a company. In Casa Moda’s case, the latter is clearly positive. The entrepreneur has nevertheless decided to approach Salzburg in a humble manner: “It’s an experiment.” It’s actually even a double experiment, so to speak - both in terms of the town itself and the product range, which focuses exclusively on menswear and is presented on a retail space of 350 square metres. “There simply isn’t enough space to showcase fashion for both sexes competently and, as everyone knows, I don’t make compromises.” In terms of the concept store approach, which is unique in Salzburg, Wetzl certainly went all out. “Headphones by B&O, a Porsche Design mobile phone, extravagant fragrances (some of which we stock exclusively in Austria), sunglasses, pens, and fine cashmere blankets - we have everything that interests men and could persuade them to linger in the store a little longer.”
Regionally Tuned
“We are known to have large regional differences in our product ranges in terms of price structure and brand portfolio. We buy consciously for each of our four stores.” In Salzburg, where wealthy individuals spend their holidays, the product
Casa Moda The Concept Store
Münzgasse 2, 5020 Salzburg/Austria www.casamoda.at Opening: July 2015 Owner: Wilfrid Wetzl Employees: 7 Sales area: 350 sqm Brands for men: Belstaff, Cruciani, Diesel, Dolce & Gabbana, Drykorn, Ermenegildo Zegna, Etro, Lanvin, Phil Better, Prps, Salvatore Ferragamo, Valentino, Z Zegna Accessories brands: B&O, Fornasetti, Guaxs, Heeley, Histories des Parfums, Jovoy, Lambert, Mykita, Porsche Design, Tatetossian range includes quite a few “First Lines”, such as Lanvin, Dolce & Gabbana, Ermenegildo Zegna, and Valentino, as well as Drykorn at entry price level. “Our suits range from almost 400 to more than 2,000 Euros; that’s the range we want to focus on.” The product range is combined with exciting non-fashion items: “For me, we are making a bold statement against the monotony of fashion chains and mono-brand stores, which is rampant worldwide and a development I deplore strongly on a personal level.” With the assistance of seven employees, Wetzl strives to pitch a strong element of surprise against the stagnant structures. Now he has to try and convince the residents of Salzburg. Wetzl knows: “You can’t live off tourists alone, not even in Salzburg.” Events, local networking, and co-operations should do the trick. One example is a partnership with Diva, the leading women’s fashion store in the area. The two stores have produced a joint catalogue for autumn/winter, which will be sent out to the customers of both shops. Those who know Wetzl will also know that teamwork has always been an integral part of his business plan in terms of expansion.
Number four after Steyr, Linz, and St. Pölten - Wilfrid Wetzl only recently opened a Casa Moda branch in Salzburg.
