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How BIFFI wants to target young consumers

Milanese menswear store BIFFI B-Contemporary, part of the BIFFI Group Boutiques which has five prestigious boutiques between Milan and Bergamo and the e-commerce program BIFFI.com, has recently begun a redesign and general revamp of its concept. Carla Cereda BIFFI, Purchasing Manager of Gruppo BIFFI Boutiques, who together with the co-founder of the group, Rosy BIFFI, lead the DNA of the new project, explained what it is about.

The BIFFI B-Contemporary store has recently renewed its image and concept. What new steps have you taken?

The operation is part of a reorganization and change plan that involves our company and includes investments and numerous projects that concern both electronic commerce and physical stores, with a significant focus on restyling, expanding the mix of brands and shopping experience.

Can you explain how the company is being reorganized?

Speaking of our physical stores, our projects include, for example, restyling initiatives, as we started last September with our Banner store and continue with BIFFI B-Contemporary. We also want to open a new multifunctional space within Milan's Golden Quadrilateral, Spazio Banner, a place next to our Banner boutique, currently intended to house temporary and special projects in conjunction with the world of art and design. We also want to focus on enriching the brand mix with dedicated capsule and limited edition collections, along with special projects that can make the physical shopping experience and digital even more unique.

Through the redesign and reorientation of the BIFFI B-Contemporary store, are you looking to target a new type of consumer? Could you describe it?

The store already had its own identity, but our intention was to recalibrate our selection of brands by broadening the proposition and targeting a young customer with a specific product culture and strong personality, who may feel intrigued and inspired by walking into our store.

What brands does the store offer?

We thought of creating a space where we can offer brands with undeniable value weight such as Stone Island, CP Company, Barbour International and niche collections such as Bode, Rhude, Marni, Handle with Freedom and Too Good for Carhartt can live together, in one dimension. which we believe is strongly contemporary.

What are the new services and projects that the new store focuses on?

BIFFI B-Contemporary wants to be a container where established brands interact with emerging and niche brands. We want to become a meeting point to host special projects, capsules and limited editions, in a constantly evolving mix.

How has the store changed its image? What inspiration guided this evolution ?

The choice to change the image was made based on the creation of a welcoming space where to find inspiration and be intrigued by the proposals presented. The image reflects our Milanese DNA and BIFFI's own philosophy and aesthetics.

Is the store designed with sustainable criteria or with raw materials? Can you describe which ones?

One of the criteria used in the restyling project was the recovery of design objects linked to our history, specifically some elements of furniture and decoration designed for us by the famous architect Toni Cordero in the 1980s, such as, for example, the iconic iron table, in a tribute that Nori Studio has been able to recontextualize in a very current key.

Do you also sell eco-friendly brands and products? What are they?

We have several brands with a sustainable philosophy. To name a few, the Veja sneakers, the Bode creations and the reused garments from Handle with Freedom that are literally treated with freedom in the sense of caring for a garment, according to a philosophy of care and creative reuse.

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