SMQ Corner: Is producing in small quantities the way forward?

It’s a trend with a growing market presence, engendering a host of transformations in manufacturing processes at both suppliers and fashion houses. A look at the situation with Christian Reca of the Italian company G&G Abbigliamento and James Wilkie, designer for the Fiorucci brand

SMQ Corner

Christian Reca – owner of G&G Abbigliamento

Recent years have seen the emergence of new technologies. At the same time, younger generations are asking brands for different products. How do you adapt to these changing models?

We are totally in tune with changes in the fashion world. We respond to them with faster, more efficient machines and work with suppliers with the same desire for change. However, we remain faithful to a respect for know-how, which we see as central to our project. Machines will never replace this unique know-how. Above all, we believe in excellence and continue to train our employees as we invest in innovation.

Christian Reca G&G

Flexibility, innovation, a rapid response to needs are all now fundamental criteria to remain a leader in a mature market. Does this involve significant investment in thinking out your business development?

These criteria have indeed become crucial. We strive to be more flexible and more performant, in terms of technology and know-how. Our investments are spread between infrastructure and human resources, with a ratio of 30% / 70%.

Given all the challenges, do you think production in small quantities is important, and how do you address it, in terms of your production structure?

I think that Made in Italy will continue to develop its production in small quantities, in a spirit of excellence in terms of quality, service and timing. The price is no longer the only criterion…

James Wilkie, Designer for Fiorucci

Is the ability to produce in small quantities a selection criterion when choosing your partners?

It’s a key element. This kind of production is now essential for our brand. It addresses our customers’ growing demand for a wider diversity of styles and proposals. It also gives us the opportunity to test products on a small scale, and thus with limited risk.

Does your company also have a service dedicated to this kind of production?

Of course, and it has become critical to our development. It allows us to be agile, to offer our customers a taste of our creative inspiration, its immediacy and responsiveness, which is totally in tune with the times and the changeability of desires.


Creation leads to new processes, including local production, a better quality of service and greater respect for the environment. Are these values that count for Fiorucci?

The house has always been concerned with ecology and responsible development. Company founder Elio Fiorucci promoted these values from the very birth of the company. Respect for animal welfare and the development of sustainable production are two pillars of the house, and the importance of both is expected to increase in the future.

Do you think that the development of small-quantity production can really impact the environment?

Besides the possibility of local manufacturing, it also induces a virtuous circle that acts on two levels. The consumer has the opportunity to make more selective choices; the company can better adjust its sales and production.

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