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Brionis inappropriate representation in Romania
Review 05 March 2009The world leader in men’s fashion, Brioni, is officially present in Romania starting with 2008, as it is included in the brand portfolio of CASA FRUMOASA, the same company that has been distributing Scabal ever since the early 90s. However, Brioni’s notoriety has grown significantly since it started to be associated with the name Gigi Becali. I have seen countless articles in tabloids and business and sports press, mentioning the fact that Brioni is his favorite brand and that the Steaua owner invests preposterous sums of money in acquiring suits from this fashion house. Nonetheless, these media mentions have not gone by unnoticed by the faithful Brioni customers, bank presidents, CEOs, personalities, who vehemently disagree with this type of involuntary PR for the Italian brand.
I hoped that once the brand would make an official appearance on the Romanian market, even if it is in a multi-brand system, the situation would change. Unfortunately, nothing has changed, more so, the regular Brioni customers from Romania, have not chosen to use the services provided by Casa Frumoasa and still prefer to order their suits from abroad. In our view, the reason for this unfortunate situation dwells in the company’s bad customer care service. Although, Casa Frumoasa is one of the longest standing companies on the Romanian market, it has failed to train a proper sales person, let alone a PR or a buyer. The owner herself states that the company’s services are personalized for the regular customers; factor that could actually prove to be detrimental for a growing business. In conclusion, we are once again regarding another “Romanian” type of business, which was set up not by a local person, but someone who eventually caught on to the local habits.