{"id":51244,"date":"2011-10-13T07:00:00","date_gmt":"2011-10-13T07:00:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=51244"},"modified":"2026-04-03T05:57:18","modified_gmt":"2026-04-03T05:57:18","slug":"exclusiv-romanii-vazuti-prin-ochii-lui-giuseppe-stefanel","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=51244","title":{"rendered":"EXCLUSIV: Rom\u00e2nii v\u0103zu\u0163i prin ochii lui Giuseppe Stefanel"},"content":{"rendered":"<p>&#8220;Tr<!--[if gte mso 9]><xml>\n<w:WordDocument>\n<w:View>Normal<\/w:View>\n<w:Zoom>0<\/w:Zoom>\n<w:PunctuationKerning \/>\n<w:ValidateAgainstSchemas \/>\n<w:SaveIfXMLInvalid>false<\/w:SaveIfXMLInvalid>\n<w:IgnoreMixedContent>false<\/w:IgnoreMixedContent>\n<w:AlwaysShowPlaceholderText>false<\/w:AlwaysShowPlaceholderText>\n<w:Compatibility>\n<w:BreakWrappedTables \/>\n<w:SnapToGridInCell \/>\n<w:WrapTextWithPunct \/>\n<w:UseAsianBreakRules \/>\n<w:DontGrowAutofit \/>\n<\/w:Compatibility>\n<w:BrowserLevel>MicrosoftInternetExplorer4<\/w:BrowserLevel>\n<\/w:WordDocument>\n<\/xml><![endif]--><!--[if gte mso 9]><xml>\n<w:LatentStyles DefLockedState=\"false\" LatentStyleCount=\"156\">\n<\/w:LatentStyles>\n<\/xml><![endif]--><!--[if gte mso 10]>\n\n\n<style>\n\/* Style Definitions *\/\ntable.MsoNormalTable\n{mso-style-name:\"Table Normal\";\nmso-tstyle-rowband-size:0;\nmso-tstyle-colband-size:0;\nmso-style-noshow:yes;\nmso-style-parent:\"\";\nmso-padding-alt:0in 5.4pt 0in 5.4pt;\nmso-para-margin:0in;\nmso-para-margin-bottom:.0001pt;\nmso-pagination:widow-orphan;\nfont-size:10.0pt;\nfont-family:\"Times New Roman\";\nmso-ansi-language:#0400;\nmso-fareast-language:#0400;\nmso-bidi-language:#0400;}\n<\/style>\n\n\n<![endif]--><span lang=\"RO\" xml:lang=\"RO\" style=\"letter-spacing: 0.05pt;\">\u0103im vremuri grele \u015fi cred c\u0103 vom traversa \u00een continuare perioade cu sui\u015furi \u015fi cobor\u00e2\u015furi&#8221;, spune Giuseppe Stefanel, proprietarul Stefanel, pentru BUSINESS Magazin. Tot el spune \u00eens\u0103 c\u0103 \u00een perioada de dinainte de criz\u0103, &#8220;era o economie drogat\u0103, \u00een care toat\u0103 lumea ac\u0163iona bezmetic, avea standarde de via\u0163\u0103 peste posibilit\u0103\u0163i \u015fi fiecare se gr\u0103bea s\u0103 fac\u0103 diverse lucruri f\u0103r\u0103 a c\u00e2nt\u0103ri deciziile&#8221;. Acum lucrurile sunt chiar mai rele de-at\u00e2t (&#8220;nimeni nu \u015ftie nimic&#8221;), iar deciziile se iau tot alandala. \u00cen opinia lui Giuseppe Stefanel, antreprenorii, politicienii \u015fi institu\u0163iile statelor ar trebui s\u0103 discute \u015fi s\u0103 stabileasc\u0103 planuri concrete \u015fi realizabile de ac\u0163iune. Recunoa\u015fte \u00eens\u0103 c\u0103 se \u0163ine departe de mediul politic (&#8220;sunt un antreprenor care lucreaz\u0103 prea mult, nu am timp de discu\u0163ii&#8221;), \u015fi este iritat de vorb\u0103ria nelimitat\u0103. &#8220;La finalul unei zile grele de munc\u0103 v\u0103d la televizor c\u0103 toat\u0103 lumea \u015ftie care este solu\u0163ia pentru a ie\u015fi la liman. Nimeni \u00eens\u0103 nu spune care este metoda prin care poate fi pus\u0103 \u00een practic\u0103 aceast\u0103 solu\u0163ie&#8221;, declar\u0103 el. \u00cen opinia sa, la nivel mondial nu mai sunt lideri adev\u0103ra\u0163i, a\u015fa cum erau, pe vremuri, Gorbaciov sau Mitterrand. &#8220;Oamenii sunt interesa\u0163i numai de ceea ce se \u00eent\u00e2mpl\u0103 acum sau m\u00e2ine \u015fi pare c\u0103 nim\u0103nui nu-i pas\u0103 de ce ne a\u015fteapt\u0103 peste \u015fase luni.&#8221;<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"RO\" xml:lang=\"RO\" style=\"letter-spacing: -0.2pt;\">Partea plin\u0103 a paharului se reg\u0103se\u015fte \u00eens\u0103 \u00een faptul c\u0103 orice perioad\u0103 grea ofer\u0103 oportunit\u0103\u0163i. \u0162inta principal\u0103 a italianului (&#8220;\u015fi profitabilitatea e important\u0103, dar pe plan secund&#8221;) este ca Stefanel s\u0103 mu\u015fte o felie c\u00e2t mai mare din zona de fashion. Italianul, care are s\u0103pt\u0103m\u00e2nal c\u00e2te o c\u0103l\u0103torie de afaceri &#8211; s\u0103pt\u0103m\u00e2na aceasta de pild\u0103 are de inaugurat un magazin la Istanbul dup\u0103 ce joia trecut\u0103 a deschis un concept store la Bucure\u015fti &#8211; a mirosit de mai bine de trei ani c\u0103 trebuie s\u0103 fac\u0103 ceva nou. &#8220;Dac\u0103 nu te mi\u015fti, dispari&#8221;, sus\u0163ine el cu t\u0103rie. \u015ei a hot\u0103r\u00e2t s\u0103 repozi\u0163ioneze brandul Stefanel. De\u015fi \u00een 1947, c\u00e2nd primul Stefanel, Carlo, tat\u0103l, respectiv bunicul interlocutorilor BUSINESS Magazin, a pus bazele afacerii, firma nu avea preten\u0163ii prea mari (&#8220;produceam, \u00een esen\u0163\u0103, pulovere, care \u015fi acum cred c\u0103 sunt de baz\u0103&#8221;), \u00een prezent Giuseppe, fiul fondatorului, implicat de 41 de ani \u00een afacere, este nelipsit de la &#8220;S\u0103pt\u0103m\u00e2na modei&#8221;, fie ea la Paris, Milano sau Tokio.<\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"RO\" xml:lang=\"RO\" style=\"letter-spacing: -0.2pt;\"><img loading=\"lazy\" decoding=\"async\" height=\"526\" width=\"700\" src=\"http:\/\/storage0.dms.mpinteractiv.ro\/media\/401\/341\/5853\/8859925\/3\/poza-1.jpg?width=700&#038;height=526\" alt=\"\" \/><\/span><\/p>\n<p class=\"MsoNormal\"><span lang=\"RO\" xml:lang=\"RO\" style=\"letter-spacing: -0.15pt;\">Coordonatorul afacerii spune c\u0103 nu-\u015fi dore\u015fte ca hainele ce se v\u00e2nd sub brandul Stefanel s\u0103 fie produse de mas\u0103, ci s\u0103 se adreseze persoanelor cu venituri mari. Cu alte cuvinte, dore\u015fte un brand exclusivist \u015fi c\u0103tre aceast\u0103 direc\u0163ie \u00ee\u015fi \u00eendreapt\u0103 acum aten\u0163ia. \u00cen ultimii trei ani a investit 100 de milioane de euro pentru rea\u015fezarea imaginii Stefanel la acest nou nivel. &#8220;Numele meu e cel mai important lucru pe care \u00eel am&#8221;, spune italianul pe un ton u\u015for glume\u0163. Bugetele includ at\u00e2t reamenajarea magazinelor, extinderea, c\u00e2t \u015fi strategii de readaptare a ofertei. &#8220;Am crescut foarte mult aten\u0163ia asupra calit\u0103\u0163ii produselor&#8221;, explic\u0103 el, \u00eentruc\u00e2t cerin\u0163ele \u015fi preten\u0163iile clien\u0163ilor s-au schimbat foarte mult. Acum cump\u0103r\u0103torii au preten\u0163ia s\u0103 poarte hainele mai multe sezoane, ba chiar s\u0103 le poat\u0103 combina cu piesele din colec\u0163iile viitoare. Din acest motiv, durata de via\u0163\u0103 a textilelor trebuie s\u0103 fie mult mai lung\u0103. Ba chiar clien\u0163ii sunt tot mai interesa\u0163i de curentul eco, motiv pentru care Stefanel are \u00een preg\u0103tire o linie de produse de acest tip.<\/span><\/p>\n<p><!--nextpage--><\/p>\n<p>\u015ei pentru c\u0103 preten\u0163iile cump\u0103r\u0103-toru-lui cresc \u015fi \u00een privin\u0163a felului \u00een care sunt trata\u0163i \u00een magazin, italienii fac acum un test chiar \u00een Rom\u00e2nia. Au deschis un concept store \u00een Pia\u0163a Roman\u0103 din Capital\u0103, un spa\u0163iu generos \u00eentr-o vil\u0103 (Villa Stefanel, o nume\u015fte proprietarul m\u00e2ndru), \u00een care clien\u0163ii pot sta la o cafea sau un ceai c\u00e2t\u0103 vreme trec \u00een revist\u0103 nout\u0103\u0163ile sezonului. Magazinul care ocup\u0103 parterul \u015fi etajul unei vile, a avut nevoie de o investi\u0163ie de 400.00 de euro, ideea apar\u0163in\u00e2ndu-i lui Carlo Stefanel, fiul proprietarului, care dirijeaz\u0103 opera\u0163iunile de pe pia\u0163a local\u0103 de mai bine de un an \u015fi vorbe\u015fte lejer \u00een rom\u00e2n\u0103. Numirea lui la conducerea filialei din Rom\u00e2nia a fost un test, dar rezultatele financiare nu sunt deloc proaste. &#8220;V\u00e2nz\u0103rile de anul trecut au fost cu 20% mai mari dec\u00e2t cele din 2008&#8221;, spune Carlo Stefanel. De fapt, \u00een Rom\u00e2nia compania are o situa\u0163ie confortabil\u0103. A fost primul retailer din fashion care a deschis un magazin pe pia\u0163a local\u0103, pe Calea Victoriei din Bucure\u015fti, \u00een 1991. Giuseppe Stefanel \u00ee\u015fi aminte\u015fte c\u0103 venise \u00een \u0163ar\u0103 pentru a discuta cu un produc\u0103tor de la Foc\u015fani \u015fi i s-a p\u0103rut c\u0103 &#8220;toate hainele sunt gri, iar femeilor tinere le-ar pl\u0103cea foarte mult un magazin Stefanel&#8221;. Nu-\u015fi aminte\u015fte exact c\u00e2t a fost investi\u0163ia, dar are vie amintirea c\u0103 magazinul a avut rezultate peste a\u015ftept\u0103ri. Magazinul era un simbol, fiind primul brand de mod\u0103 care a intrat pe pia\u0163a local\u0103, iar Carlo Stefanel spune c\u0103 au suferit \u00een vara acestui an, c\u00e2nd au renun\u0163at la acel spa\u0163iu. &#8220;Dar ne-am hot\u0103r\u00e2t s\u0103 facem ceva cu totul diferit \u015fi am hot\u0103r\u00e2t s\u0103 \u00eencerc\u0103m acest stil de magazin, plasat \u00eentr-o vil\u0103&#8221;, spune tat\u0103l.<\/p>\n<p>Chiar dac\u0103 nu e o capital\u0103 mondial\u0103 a modei, Bucure\u015ftiul este un loc tocmai bun pentru un astfel de experiment. &#8220;50% dintre clien\u0163ii no\u015ftri sunt fideli&#8221;, argumenteaz\u0103 Stefanel fiul. \u00cen plus, rom\u00e2nii nu se zg\u00e2rcesc deloc la cump\u0103r\u0103turi: \u00een fiecare sezon, clien\u0163ii fideli cheltuiesc \u00een jur de 2.000 de euro. De\u015fi la Bucure\u015fti Stefanel are o istorie de 20 de ani, acum a deschis \u015fi cel mai \u00eendr\u0103zne\u0163 magazin al s\u0103u din lume.\n <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Din temelii s-a schimbat stilul de consum pretutindeni \u00een lume. \u015ei pentru c\u0103 oamenii cheltuiesc mai pu\u0163in, Giuseppe Stefanel, proprietarul afacerii care-i poart\u0103 numele, spune c\u0103 trebuie s\u0103 c\u00e2\u015ftige o felie tot mai consistent\u0103 din pia\u0163\u0103. \u00cen trei ani a cheltuit 100 de milioane de euro pentru a repozi\u0163iona Stefanel.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510,7211,3834,3826],"tags":[240,10966,7780,8199,6481,399,8988,14579],"class_list":["post-51244","post","type-post","status-publish","format-standard","hentry","category-actualitate","category-comert","category-lifestyle","category-special","tag-comert","tag-exclusiv","tag-fashion","tag-haine","tag-moda","tag-retail","tag-special","tag-stefanel"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/51244","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=51244"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/51244\/revisions"}],"predecessor-version":[{"id":68165,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/51244\/revisions\/68165"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=51244"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=51244"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=51244"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}