Lifestyle

Italian Handbag Brand Hibourama Launches Subscription Program – WWD

MILAN — There have been three key moments within the historical past of indie accessories label Hibourama.

First, when Rachele Mancini enrolled within the Accademia Koefia high fashion faculty of Rome and met her trainer, Maila Ferlisi, with whom she established the model in 2011. Second, when one of many colourful handbag designs caught the eye of Daniele Provenziani, head of capital markets and enterprise capital at Maire Tecnimont, throughout a New 12 months’s Eve occasion, convincing him and a handful of different younger managers specialised in enterprise capital to assist the model shortly after in 2019. After which, the pandemic final yr, which interrupted Hibourama’s development curve but in addition opened a chance for its reinvention.

Like many style corporations, Hibourama known as into query its wholesale distribution final yr, which since 2015 counted key malls in Italy and the Center East. Founders had been already eyeing a d-to-c strategy earlier than the pandemic, however COVID-19 finally put them within the place to take a pause and retool their enterprise mannequin in a daring means.

The model — a finalist in Vogue Italia’s contest “Who Is on Next?” in 2019 — has relaunched below a membership format, which permits shoppers to entry a variety of services, together with the chance to swap new kinds of baggage and renting particular gadgets, in addition to customization, private buying consultancies, personal gross sales, insurance coverage and free shipments.

“We analyzed the subscriptions applications already provided by American corporations and the style tendencies anticipated for the subsequent 5 years, and I consider that this enterprise mannequin is the way in which we’re all going to strategy style sooner or later,” Provenziani mentioned.

“Our purpose can also be to determine a virtuous circle of consumption,” added Ferlisi, whereas explaining that three kinds of membership applications are offered to higher reply prospects’ wants.

All out there by way of both month-to-month or annual subscriptions, Hibourama’s applications are dubbed “Need,” “Pleasure” and “Sin.” They provide totally different assortments and providers, starting from key traditional kinds provided through the entry stage “Need” class to essentially the most unique designs which can be wealthy in unique leathers and embroideries, in addition to limited-edition gadgets, included within the in depth “Sin” assortment.

A Hibourama style.

A Hibourama model.
Courtesy of Hibourama

Whereas worth factors for Hibourama’s baggage often vary from roughly 400 euros to greater than 1,000 euros, the subscription’s charges go from 59 euros to 99 euros monthly within the case of the month-to-month membership, which could be canceled anytime, or from 49 euros to 89 euros monthly in case of the annual subscription.

On the time of subscription, prospects can choose their first, favourite bag. They’ll then swap it with different new kinds as much as 3 times per yr, selecting them in accordance with seasonal tendencies or their modified wants. As no time boundaries are set by the membership, purchasers can execute the swap each time they need and preserve every design for so long as they like.

As for the rental service, prospects can lease particular kinds from the Hibourama archives as much as 4 instances per yr. On this case, they’ll preserve every design for optimum two weeks earlier than returning them. Kinds included within the archive are pre-owned gadgets which were reintroduced into the Hibourama circuit. In case of main damages incurred by beforehand wearers, kinds are redirected to the model’s laboratories, the place supplies and elements are recycled and reused in new designs.

“We don’t need individuals simply to throw away baggage as a result of they don’t use them anymore or are broken,” Ferlisi mentioned. “Additionally, a lot of the instances we simply purchase stuff for some explicit events, like weddings. The rental service offers a buyer the chance to make use of a particular, fancy piece for that occasion and simply return it, so she doesn’t should preserve it in a darkish nook of her wardrobe eternally.”

If prospects finally wish to commit and personal an merchandise, they’ll buy it by paying the distinction between the precise worth of the bag and the credit score they earned with the membership.

Hibourama’s present providing consists of purses crafted from leather-based and unique leather-based, in addition to made through crochet strategies and with embroidered particulars. All gadgets bear the model’s distinctive hexagonal emblem and are designed at its 4,305-square-foot atelier in Rome.

A Hibourama style.

A Hibourama model.
Courtesy of Hibourama

Along with betting huge on this new, round strategy to enterprise, the corporate is working to intensify its effort towards a greener course additionally product-wise. Specifically, it’s investing in analysis and improvement to search out options to leather-based, experimenting with additive manufacturing and bio-based supplies to introduce in its designs.

Concurrently, founders are planning the introduction of recent classes, ranging from with equipment and small items for males, in addition to footwear, which Ferlisi considers “a pure extension of the model.”

“The thought is to maneuver regularly towards a complete look providing,” Provenziani confirmed.

To assist these formidable plans, the corporate acquired a spherical of funding of 1.2 million euros this yr by strategic gamers, together with Maire Investments, sister firm of Maire Tecnimont and at present the monetary and industrial associate of the model, and Nicola Bulgari’s funding automobile Annabel Holding, along with personal traders.

https://wwd.com/accessories-news/purses/accessories-brand-hibourama-retools-business-membership-program-1234992344/ | Italian Purse Model Hibourama Launches Subscription Program – WWD

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