Quando negli anni 2000 Herno passa nelle mani di Claudio Marenzi l'impresa e sana, nota e ben radicata nella cultura del saper fare, ma nel mondo tutto sta mutando: a lui spetta il compito di andare incontro alle trasformazioni. Lo fa con una visione dirompente: riparte dal passato, da quell' eta dell'oro in cui la visibilita del marchio Herno e centrale nel mondo della moda e della confezione di lusso, ma applica nuovi canoni.
Claudio Marenzi begins by streamlining the organization to make it more dynamic; motivates young talents; focuses on the sales force that forms internally and exclusively; Bets on a style office able to bring out the collections from classicism, without losing the quality of exquisite craftsmanship and unique taste, distinctive signs of the company and Italianness. In a factory redesigned as a creative construction site, where tradition and modernity coexist, outerwear becomes more informal not only because it is in fashion but to respond to the new needs of a changing public. From sartorial experience, born with the packaging of coats, shapes and fabrics are borrowed, reasoning on the performance for contrasts: waterproof but breathable, light but warm down jackets, luxurious in lines but with a sporty top.
To achieve the goal, Claudio Marenzi with his team introduces another small great revolution: he takes the fibers typical of active sport and transfers them to the world of urban fabrics. In some cases it even matches them with precious fabrics giving a jolt to the concept of luxury. The strategic change takes off the turnover and pushes exports abroad to 70%. Herno returns to be the heart of style. And it goes further. Backed by 70 years of manufacturing history, it focuses on the transformation of machinery bringing deep innovations that lead to the most disruptive revolution: Herno affects production processes, makes them at the forefront, exports them to the sites where it operates, offering opportunities to evolve they work for the company at other latitudes. The Herno style today has several emulators. Claudio Marenzi's dream is to produce garments that can not be replicated by anyone else. Therefore, investment in production processes is constant. And on this Herno rests its leadership.
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