Have you ever thought that not all modern clothing companies that position themselves as genuine Italian brands with almost half a century of history are actually such? This review will focus on "pseudo-Italian" labels, which in fact are nothing more than a competent marketing move that hides the real country of origin of the products they offer.
What is the essence of a pseudo-brand?
The first thing to mention when starting a story about Italian pseudo-brands is that the products they offer do not have to be poor and of poor quality. Yes, coming up with a beautiful but illusory story for her company, her management deceives her customer in advance. But, as practice shows, such measures are taken only from the fact that the current customer is not interested in acquiring goods from a domestic manufacturer. Most people are absolutely sure that the label on Made in Italy clothes is thus an unbreakable guarantee of quality and practicality.
So, with why pseudo-Italian brands arise, we figured out, now we will find out exactly how this happens. This is done according to a very primitive scheme:
- In Italy, a company is registered, which is why its beautiful and harmonious foreign name appears;
- Then the address of her head office, headquarters is registered, and it is not necessary that the office will be located there in reality.
Although the company’s nominal addresses and documents are Italian, its leadership is Russian or Ukrainian and under “Italian” it offers its customers goods that were actually sewn either in China, or in Russia, or Turkey (depending on where it is cheaper).
When the shoes or clothes are already ready, and all technical issues have been resolved, the matter remains small - competently present the products to the public. Here, a team of PR agents and advertising specialists connects to the work, and they come up with a new brand a beautiful, eye-catching story. All of the above procedures are aimed at achieving one goal - to sell a product more expensive than its real value. Indeed, you must agree that for a real Italian branded thing you are ready to pay much more than for a similar domestic one, but a domestic one.
Pseudo-Brand Classification
All domestic clothing brands that position themselves as brands of Italian origin can conditionally be divided into three types.
- The first view is represented by brands that, although they do not advertise much, but do not hide their real origin, and from Italian attributes they have only a foreign name. Almost all modern Russian / Ukrainian labels can be attributed to this type.
One of the brightest representatives of the first type is the INCITY chain store of women's clothing. - The second type includes those labels that are very veiled about their homeland. Starting a story about the process of development and formation, they meekly report that "the company appeared on the Russian market in such and such a year ...". Similar words can be interpreted in different ways, and most people mean by them that at this time the stores of this brand began to open precisely in Russia, before which they found success abroad. Among these firms can be reckoned, for example, Paolo Conte.
- The third type is pseudo-brands that deliberately mislead the client, forcing him to believe in false information. They come up with beautiful legends and stories telling about the creation of the company, its long and arduous path to becoming on the world stage, “authentic Italian” quality, long-standing traditions, etc.
At first glance, nothing is able to give out this kind of pseudo-brand. Everything in it, starting from the official website and ending with the company logo, is created in such a way that the buyer does not have doubts about the real homeland of the label. Such brands are especially dangerous in that when you buy an expensive Italian item, you end up with low-quality goods of domestic or Chinese manufacture.
Review of Italian pseudo-brands
D. polgri
D.Polgri is a fairly well-known casual clothing chain for men. The brand does not come up with any special legends regarding genuine Italian origin, however, the name, and its general concept, comply with the “under Italy” principle. The quality of the goods offered is not bad, but the price is slightly overpriced.
Emilio guido
This company supplies office clothes for men to the Russian market. Despite its true Turkish origin, the company's official website is full of news about the preservation of the exceptional traditions of Italian masters, their unique style in costumes. The ratio of quality and price is pretty good.
Giovane gentile
Giovane Gentile - although the brand is endowed with a bright and sonorous name, clearly of Italian origin, it is entirely Turkish. The official online store provides contact details of the true owner of Ergem Tekstil, but the homeland of manufactured goods is still not advertised much. Giovane Gentile outlets are available in a number of eastern and western European countries, but you cannot find the label in Italy itself.
Henderson
Henderson is a well-known brand in Russia representing high-quality clothing. Although the real country of manufacture is not kept secret (in order to get information on this, just visit the official website of the store, collections and advertising campaigns somehow unobtrusively allow customers to believe that, in fact, the homeland of the company could be Italy or England.
The brand's sewing factories are concentrated in China and Portugal. Costume models are developed in close partnership with leading European designers.
Henderson offers truly quality clothing at affordable prices.
Rico ponti
The name of the company clearly alludes to its Italian roots, but the entire management team is concentrated in Russia. From the information presented on the official portal, it is difficult to draw any unambiguous conclusions.
Vassa & co
Despite the name typical for Italian companies, it is of Russian origin. This information is available on the website of the official online store, and getting it is quite easy: just visit the corresponding section "About the company".
Albione
This is a well-known brand of office-style clothing for men, positioning itself as a true Italian brand. In fact, all the goods of the company are produced in Poland, where its headquarters are located.
On the website of the official online store it is quite difficult to find information on the origin of Albione, no monosyllabic data are presented on it, however, if you study the section "Point of Sale", you can see only Russian and Polish addresses in it.
The ratio of quality and price is not the most pleasant, the starting price of the costume is 20 thousand.
Alessandro manzoni
In fact, the brand belongs to the large domestic concern "Lady and Gentleman city". On the official website, it is written in black and white that the goods produced are of genuine Italian quality and sophistication, excellent style, and after that follows the same story-legend, which tells about the birth of the company in Lombardy in 1989.
That's just all the official data and documents completely refute the stated fiction, representing as the person in charge a certain Andrei Mikhailov, and Moscow as the place of registration of the enterprise.
Antonio Meneghetti
The company is an ardent representative of pseudo-Italian brands. Its creators are actively promoting the information that the design of each model of clothing is the result of the work of the Italian genius, Antonio Meneghetti. In reality, the stores of this label are open only in Russian and Ukrainian cities, and in Europe it is completely unknown.
De rossi
Another pseudo-Italian brand specializing in the production of pajamas, shirts and underwear.
Value for money is not very pleasant, most products overcome the price threshold of 5-7 thousand.
There is no reliable information on the Internet regarding the country of manufacture of clothes De Rossi, and customer reviews are very contradictory.
Diplomat
Diplomat is a popular chain of luxury clothing stores in Russia, the products of which are mainly represented by two brands Berger and A. Falkoni. According to a legend actively promoted by store sellers and existing advertising campaigns, the latter is entirely Italian.
In fact, no one has heard of these brands in Western European countries, which allows us to conclude that, most likely, clothing collections are developed and sewn in Turkey.
Fabio paoloni
Fabio Paoloni is a chain of stores open throughout Russia. The company spins up as a multi-year Italian brand. On the official website, however, there is no reliable information regarding the country of origin.
Value for money is bad. Most products cost much more than similar domestic options, and the quality, according to reviews, leaves much to be desired.
Fratelli m
Another pseudo-Italian brand of men's clothing is Fratelli M. Its official website operates in a bilingual format: Russian and Italian, and the domain is also selected as Russian. In the "Shops" section on the map, although there is an extensive number of circles scattered throughout Europe, in reality, the real addresses of outlets can be obtained only from Russia.
Giovanni bottottelli
The brand website can be represented in three languages: Italian, English and Russian. In the "Shops" section you can find exclusively Russian boutique addresses, which allows us to conclude that this brand is also "fake" and has nothing to do with Italy.
Prices are not so affordable. For example, an ordinary basic tie can cost 1.5 thousand rubles. There is no point in talking about quality, since the reviews are very contradictory.
Zolla
Zolla is a domestic company for sewing and manufacturing casual women's clothing. Employees of the company do not at all pursue the goal of lying about the true origin of the brand, but because of the name, a huge number of buyers strongly believe that they can buy real Italian items in the Zolla store.
Incanto
Incanto is one of the most famous brands of lingerie, pajamas and shirts in Russia. Employees of the company diligently strive to hide its true origin, by all means disguising the label as Italian. Although the official online store also has a European domain, the server itself is located in the Russian Federation, which causes some suspicions.
It was not possible to find any information on Incanto products on foreign sites.
Meucci
Meucci is a fairly large label that, according to the official version, releases real Italian high-quality clothing. In reality, the products of this pseudo-brand are sewn at the domestic factory, which is located in the provincial town of Lobnya, in the Moscow region.
Meucci prices are high, absolutely not consistent with the quality of the goods.
Mia mia
Another company for the production of women's underwear, self-proclaimed itself a real Italian brand. According to customer reviews, it is impossible to give an unambiguous assessment of products, since they differ in inconsistency.
Prices are not affordable, and therefore the company raises even more suspicions.
Orsa
This chain of stores is another company that is part of the concern "Lady & Gentleman city"and therefore there is no reason to argue about the truth of its Italian origin.
Orsa is another pseudo-brand that offers products of not too decent quality at inflated prices.
Roberto bruno
This is a label similar to the aforementioned Meucci. Although the official version speaks of its almost half-century Italian history, in reality there is no reliable information that would confirm the origin of the company. The site domain is Russian.
Simoni
Simoni is a fairly common men's clothing label in Russia, specializing in the manufacture of business suits. Although the information presented on the official portal speaks about the Italian roots of the company, in Italy itself no one has ever heard of it. Outlets are dispersed exclusively in the territory of the Russian Federation.
