‘Invisible innovation on the fabric’ is essential for Italian brand Carrera Jeans to maintain a good relationship with customers and differentiate itself from the competitors, as per CEO Gianluca Tacchella. Invisible innovation is a series of upgradation in the performance of fabric, which do not change the look of the fabric but only its comfort and feel.The company was the first to make vegan-certified jeans as well as the Legg-jeans with aloe vera treatment. “Having an integrated factory, we can work on the yarn, fabric, the manufacturing and the finishing,” Tacchella told Fibre2Fashion in an interview.
Talking about the company’s business during the pandemic, he said that in 2020, it lost 4 per cent of its business, while the textile sector lost 37 per cent. “This was because we have a multi-channel distribution strategy. We sell our products not only to textile stores but also to other stores like shoe stores, brico stores, etc. We generally push for e-commerce.”
Click here to read the full interview.
Fibre2Fashion News Desk (KD)
'Invisible innovation on the fabric' is essential for Italian brand Carrera Jeans to maintain a good relationship with customers and differentiate itself from the competitors, as per CEO Gianluca Tacchella. Invisible innovation is a series of upgradation in the performance of fabric, which do not change the look of the fabric but only its comfort and feel.