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We sell trends...
It is different, because design, it's something that follows a special path.
Well, trends can change and evolve very quickly,
which is basically the core of fast fashion.
Our aim is to sell a lifestyle.
To develop to market a product that can appeal to our customers,
in which they can see themselves while marking the milestones in their life.
Europe is the home of Alcott.
Alcott comes from Naples, which is one of the biggest cities in Italy
and is one of the oldest cities in Europe.
So, Europe, it is very important for us.
So far we're happy to work there, but we're definitely not stopping,
because the potential of the brand is huge and we're planning to really develop it.
All over Europe, and possibly the world.
The design of the shop is really particular,
because it comes from a big research.
We have a creative team that looks at everything.
From other stores in the world, to architecture, fashion trends.
They travel the world from Tokyo to L.A.
and take inspiration that reflects not only in the clothes,
but also in our stores.
Therefore, we do find it is really unique.
The centre of Europe for Alcott is definitely Naples.
Because we were born here, our first flagship store is here.
And we look at the rest of Europe,
we take inspiration from bigger cities like London, Paris, Berlin,
but the centre of Europe is definitely here in our hometown,
our headquarter is Naples.
As the brand is growing so rapidly,
we believe that a .eu address gives us a very good positioning on the Web,
allowing us to have a unique domain that can be used for all our countries.
And it is very unique because,
while the dot-com address is now very common
- every has got a .com address -
.eu gives us the right amount of being international,
without being so common. So, once again, we are unique here as well