The5 SUCCESS

TIPS

Lectio Magistralis of SandroVeronesi, founder ofCALZEDONIA Group

by RINALDO STEFANUTTO

S A N D R O V E R O N E S I ’ S 5R E C O MM E N D A T I O N S F O R B U S I N E S SD E V E L O P M E N T

Calzedonia Group ends 2015 with a turnover of over 2 billion euros, as confirmed bySandro Veronesi during his Keynote Address at the XXVIII Master Publitalia '80: a personal summary of the lesson on 5 ingredients for success.

Having an in‐depthunderstanding of his own

business while also observingwith curiosity new phenomenaemerging from other countries

FROMMANAGERTOENTREPRENEURStarting out as almost a desire, not even a plan;then clear and strong determination; along theway, lots of experience as a manager to learnabout, observe, understand and managedifferent roles and different situations on the job;acquiring autonomous and critical skills, fromadministration to marketing, from production todistribution, from products to sales. A journey oftraining and education that would define hisown entrepreneurial vision

01

Communication is thetesting ground for product

quality

COMMUNICATIONCommunication is to Calzedonia what quality isto a product. The success of Calzedonia lies in ithaving become a household name, a consumerreference point in the world of underwear,thanks to significant advertising campaigns usingtraditional media (TV, press, posters) but in adynamic way, keeping up to date on languageand communication methods, both offline andnow online, along with the changes in oursociety.

02

Lots of determination,lots of mistakes

HOW TOMAKEMISTAKES

Calzedonia’s success confirms that the know-howacquired (design, production, communication,distribution) must be structured according to its ownmethod and that mistakes are a fundamental partof that method (learning-by-doing). The decision-making and implementation process, according to theobserve-design-test-verify plan, finds its place in thismethod.Furthermore, continuous methoddevelopment and refinement allows the know-how to be applied and extended to other marketareas (Intimissimi, Tezenis) or product categories(Falconeri, Atelier Emé) and to new sectors(Signorvino).

03

In every country,always start againfrom scratch

INTERNATIONALIZATIONOpening a new market somewhere where youarrive as “Mr. Nobody”, forces you to re-evaluatethings every time because you come into directcontact with different consumer behaviour andhabits, different languages of communicationand different legal systems, and you discover thatglobalization is made up of lots of localcompanies, each rich with its own specificfeatures.

04

Travelling far onlyalways to return home

HOMELANDEntrepreneurial success even abroad cannotoverlook the ties to company homeland in aprocess of continual osmosis. Thecontribution of the business to the socialandeconomic development of the local areawith the promotion of specific products,knowledge, ideas, traditions andcraftsmanship, gives added value anddistinction to the perception and life of thecompany-brand.

05

THANK YOU !

USEFUL LINKS

RINALDO STEFANUTTO

CalzedoniaIntimissimiTezenisSignorvinoAtelier EméFalconeri

il sole 24 ore