Equilibrio e cambiamento, ecco cosa rappresenta la produzione di qualità, l’innovazione costante e rivoluzionaria dell’azienda Gallo, produttrice di: calze, maglieria, cravatte ed accessori, di cui presidente e amministratore delegato Giuseppe Colombo, intervistato da Isidoro Trovato sul “Corriere della Sera”.
Ventiquattro anni fa Giuseppe Colombo prende il posto del padre, in un momento in cui l’azienda stava affrontando un bilancio in rosso, un mercato maturo e la concorrenza di multinazionali.
Ma Il cambiamento generazionale dell’impresa determinò anche una rivoluzione e innovazione nell’identità del prodotto stesso. Colombo rivoluziona il concetto di calza di qualità, colorandola e trasformandola in un capo di abbigliamento da esibire come una cravatta o una camicia.
L’obiettivo di tale rivisitazione del concept del prodotto fu quello di assumere un’identità riconoscibile, anche senza l’esibizione del marchio, non rinunciando alla qualità dei materiali che dal 1927 è punto di forza dell’azienda.
Cosa significa oggi, per l’azienda Gallo, cambiamento
Quel cambiamento nel 1998 ha determinato un salto di qualità, raggiungendo 19 milioni di fatturato (nel 2021) diventando un’icona di stile e del made in Italy.
Oggi, in piena crisi pandemica mondiale, cambiare per l’azienda Gallo significa, “creare una rete di distribuzione per puntare sull’estero e un nuovo concept per i nostri negozi monomarca” come Giuseppe Colombo riferisce durante l’intervista.
“Quando tutto si ferma c’è il tempo di pensare e durante il Lockdown abbiamo pensato a ciò che è oggi l’azienda, ai suoi valori e a cosa si può cambiare”
Per Giuseppe Colombo, cambiare oggi, significa quindi spingere su una nuova leva: “puntare sull’export” che fino ad ora rappresentava solo il 5% del fatturato. Creare una rete di vendita per i mercati stranieri e cambiare anche il concept del luogo di vendita: “sparirà l’arredo e dovrà essere più forte l’esperienza d’acquisto” puntando sulla formazione del personale.
“Il cambiamento però è anche un rischio, in particolar modo se è rivoluzionario: È possibile che in un mercato instabile come quello odierno, il prodotto innovativo, inizialmente non venda molto, l’importante è che conquisti il mercato dopo un po’ di tempo”
L’innovazione parte quindi da una produzione solida e consolidata, come quella dell’azienda Gallo che dal 1927 crede nel cambiamento e nell’innovazione: Ambrogio Colombo, padre di Giuseppe Colombo riuscì negli anni ’40 a dare un’impronta più moderna all’azienda e negli anni ‘60 vennero prodotte le prime calze traforate e calzini per neonati. Innovazione che crea tradizione, come le calze Gallo a strisce orizzontali indossate dal duca Windsor e denominate poi con tale nome.
Tradizione che si consolida anche nella linea di produzione, dove sono ancora attive da circa 80 anni le macchine Bentley che garantiscono un prodotto superpremium, possibile solo grazie alla produzione propria dei pezzi di ricambio, divenuti introvabili e ottenuti sviluppando conoscenze e saperi tramandati da decenni per diverse generazioni, rendendo l’azienda non replicabile altrove.
In conclusione
Per l’azienda Gallo, l’equilibrio è il risultato dell’unione tra tradizione ed innovazione che determina un cambiamento, convivendo in un “delicato equilibrio”, come le tradizionali macchine di produzione Bentley, affiancate a quelle innovative di ultima generazione.
“L’azienda finora è riuscita a combinare la poesia dell’artigianato con la tecnologia dell’industrializzazione, la sfida si fa così ancora più avvincente, in un mondo che si appresta ad entrare in una nuova normalità”
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