.RiccardoPozzoli has made a name for himself over the last decade for the number of start-ups he has launched, supported or invested in, spanning from fashion to food.
at the end of last year, after Pozzoli joined the group in 2019 as an adviser to the social media and PR team.
“It’s an experiment for us….We’d like Riccardo to drive and influence not just the marketing decisions but also product development, distribution and work closely with the sales people….So really be in touch with all the different verticals,” said the executive, explaining that the appointment marks an evolution of the role, since previously it was strictly focused on marketing.
In analyzing Persol’s target markets, he identified the need to raise the brand’s awareness in different regions and among different demographics.and France the label is well known, with a core clientele of mainly men aged 40 to 50 — which leaves room to engage a younger audience — in other markets, the company still needs to strengthen its distribution or work on the communication front. That includes the U.S.
“We have a huge opportunity, which is obviously to enlarge the business, but we can [do that] really without changing anything of the brand because it has such a strong DNA. It’s not a product for everybody but it can be a product for a lot of people,” Pozzoli said. “So we can reach quite an important improvement in business….Instead of the ‘what,’ it’s really just about improving the ‘how.’”
“At the moment, we’re not aiming to sell to Gen Z, because we don’t think that today an 18-year-old kid can be our target client,” Pozzoli said. “I was not when I was 18, I wore only Oakley — it’s in the family so I can say that,” he added with a laugh.
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