You Can’t Rent It

I have been known as a bit of a “dude”.  As a matter of fact, that has been my nickname in some circles.  At a minimum I have always been interested in clothes and one’s appearance.  This interest dates back to working in a men’s store throughout  college.   As such, I have been  fortunate enough to experience many of the top Italian brands for men. 

 A few years back, a good friend of mine had a black-tie wedding.  Another good friend was attending this event.  During the pre-ceremony,  Al approached me and complimented me on my tuxedo.  He asked where I had rented it?  I replied “It’s a Brioni – you can’t rent it!” Arrogant for sure but it has been a standing joke between us for years.  To this day we still laugh at this comment whenever we find an occasion to reference the difference between something of value and a substitution.

 It might be desultory,  but my interest in clothes extends to what it says about how one presents themselves to the outside world.  It is not about how much you spend, it is about how you wish others to perceive you.  If you show up for a special event in a t-shirt and shorts it indicates a lack of caring for the effort put forth to create that event.   It doesn’t say much  about yourself either.   On the other hand, showing up well-groomed and well-dressed says you cared and thought about the meeting and the people involved.  You demonstrate caring in many different ways.  Presenting yourself says as much about you as it says about how you feel towards the people in your company.

 Recently I have became a fan of Isaia.  Isaia was founded in Napoli in 1920. As a family business it is now run by Gianluca Isaia.  Their price point is similar to  other hi-end Italian clothiers.  However, that is where the similarity ends.  Beyond price, there is a significant difference which made me think of the importance of a team effort when it comes to sales.  It is the team effort that makes this company significantly different.  More importantly teamwork is a powerful leverage point for any successful sales effort. 

 Tarek is the manager of the San Francisco store.  During the pandemic he was able to convert his sales effort to an appointment only format which allowed him to continue to sell product while other stores where unable.  Tarek regularly introduces Sig. Isaia to his customers.  It is part of their company culture.  Giancarlo Isaia travels the world.   He makes himself available to  clients and employees.  I met him recently after he had been crisscrossing the globe visiting.  He does this kind of touring  multiple times a year.  I am not a big client but talking to him you would think so.  He is thoughtful as we discuss the business of clothes and selling.  He does this with the patience of a good teacher.  Further he allows these discussions to take place in my broken but improving Italian. 

 I have also been in the Isaia store in London, Milan, Rome, Los Angeles and New York.  In each of those stores when I mention I am a client in San Francisco I am treated as if I was their client.  Recently I visited Patrick in Milan and  Michael in London.   These individuals support each other in spite of the distances between them.  They acknowledge  and support each other’s clients.  It is an unusual display of a supportive team effort.

 I believe we think of retail as a singular effort with sales people protective of their clients.  Isaia  has managed to create a culture of support and promotion amongst its sales staff.  The idea a team selling the brand and working with each other achieves a better result for their company and the individual.

Traveling and working with colleagues while visiting clients shows you have access to all company resources. You are not guarded. You bring the best from others to your clients.  Isaia has managed to do this in a usually protective retail sales environment.  This kind of team work makes the client feel welcomed, appreciated and heard.

Sales is a human endeavor and the more you make it so, the more successful you can become.

Sig. Isaia has brought the Italian focus of family and team work to his business and it shows.  It is a global experience that is welcoming and endearing.

And the clothes are amazing….

And…..

You can’t rent it!!!