Annex la Rinascente

...from December 2014, in the heart of Milan, three floors of fashion that under the same roof bring together ‘must have’ selections of more than 200 international brands. Freshly appointed " Best Department Store in The World in 2016", La Rinascente has in Annex a feeder of innovative formats in step with market developments.

We are relying on an‘instant’ search, which is meant to capture the latest fashion phenomena on the net though the monitoring of social media.


A fresh and dynamic style, natural materials, workmanship and "incomplete" textures and a selection of vintage pieces, visual campaigns and events, a food area, and an app dedicated to ‘Fun & Social’ for young women who are passionate about fashion; these are ingredients of customer experience for a new generation of progressive customers, up-to-date, in search of the latest trends. Clothes, accessories, shoes, custom jewelry, bags, watches, techno gadgets, make-up and from early summer season 2015, also beachwear with dedicated areas all over the store. Tested successfully last year, the Mare (Beachwear) format was propositioned in 2016 with an all new brand mix, which naturally integrates the latest fashion "hits" appealing to its target ...
In an Intima Media Group exclusive, Antonella Triponi, Buying Manager for Underwear & Mare Donna for La Rinascente, illustrates the peculiarity of this new sales concept for Mare (Beachwear).
How do you integrate Beachwear in the universe of Annex?
Sun, sea, vacations, selfie at the beach ... fortress of the new summer trends going t crazy on the net, posted and shared by bloggers and fashion influencers alike, Beachwear is an integral part of a concept that you want as a reference for the young world and for people of the net. With an area around 50 sq. meters on the 2nd floor (fashion and accessories), Mare (Beachwear) has a great appeal inside the store.
What is the balance of these first two seasons to date?
Absolutely positive; last year we centered our target objectives and this year we are growing, with a two-figure progression in turnover over May 2015. However, we await the balance for the season, which in this format will be indicative from June.  
An identikit from the Annex type client for Beachwear …
Under 35, fashion forward, ‘real time’ trend watcher " is a follower that turns up in the store, not uncommonly, armed with a smartphone on the blog page or with a photo of "that" swimsuit she found on Instagram, and she knows she can find it here with us.
Offer and brand mix: what is the approach for beachwear?
Regarding the main store La Rinascente, for the young world the Annex selection has a precise angle in style and price points: trendy brands on the web, often sold only online, noticeably fashion, that don’t go higher than €100 to the public. The brand mix is produce of watchful scouting that has a selection on the more “classic” times alongside a more instant search, conducted by the monitoring of social media to capture the latest fashion phenomena of the net, from the newer brands to the cells of more familiar brands. The offer is always to become, with ‘in a flash’ season additions. The last one this year, was that of the Poisson D'Amour collection with Chiara Biasi. The focus is on the simple fit (S - M - L sizes), with basic styles (triangle on each), or “super cool" as the single-shoulder or high slip. The diktat of Annex is to experiment, contaminate, create their own look themselves. And for the swimsuit, the motto is mix & match: for every brand the customer must be able to devise her bikini, playing with total harmonization of colors, patterns, sizes and models of tops and bottoms.
How is the exhibit area prepared?
Simple and easy, the layout allows for the product to talk for itself enabling quick and easy purchase. At the center there is a focal point with mannequins set up to present a different brand every week with its core products. The space is decorated with structures hanging from the store; for certain brands there is some custom work expected, like logos on walls, but that doesn’t evolve into corners and shop-in-shops, to ensure flexibility in a mobile exhibition by responsively adapting to new admissions right on key.
How did the offer evolve and what brands have the most success this year?
The particularity of Annex is to aim every season on the novelties of the moment, albeit renewing the partnership with the brands indicated for the target; By this time present in 2015, Banana Moon, Bikini Lovers and Havaianas are confirmed among the best sellers. This year we aimed on a more streamlined range but in style terms varied with total look to it. The new entries in 2016, ranging from La Bikineria, who with its handcraft and romantic mood is already a best seller, to the out-of-water of London brand Little White Lies, to the 100 % color block bikini of S And S, to beach towels of Shikka ... freshly introduced, the new entry Poisson D'Amour has already a success. Very appealing in major merchandise capsule Olivia Sweet, with its fashion bikini in bipacks in the shape of cake slices.
The ‘revelation’ product of summer 2016?
The frilled single-shoulder by La Bikineria.
Mandatory question: are you considering and area also dedicated to underwear?
Not for the moment. We believe that underwear is too much of a ‘destination’ category to be managed in the Annex mobile format. Presently, the offer does not anticipate lingerie nor hosiery brands except for the socks section located near the trainers with great activity in the happy socks collection.