– Signori, what are your current activities and what is your status in Macedonia?
This year we are marking 4 years with Signori. We are grateful that the demand for Signori is continuously growing, people are dreaming of having our outfits and they have a goal to wear our suits when they make a wedding or have a special occasion. We are proud that people from all over the world are coming here and are interested in wearing Signori clothes. At the very beginning, when we started with Signori, we didn’t imagine that our products could be a dream for someone.
Recently we have started cooperating with Scabal and Loro Piana, world brands whose materials are used by the best tailors. These are luxurious and limited materials that are produced in England and Italy. We are grateful that we can use and offer them to our customers. It was a long process to get the licenses in order to sell these materials. At the moment we are the only one in Macedonia using these materials, and there are very few in the Balkans. Our customers are coming from all over the world – Ibiza, Germany, Switzerland, Austria – we have people who are coming especially to Macedonia to make their outfits in Signori.
We are currently continuing our cooperation with Kire Lazarov . We are now preparing a new winter collection for him, where the base is once again these ultra-luxurious materials. Lazarov himself says that he is very happy when he wears our brand and that he feels very comfortable in it. It’s very nice when these words are said by a person at his level. We also have cooperation with Goran Pandev who we will dress for the Super Cup, an event where our brand (logo) will be seen by millions of viewers. Some time ago we opened our own factory, mini-plant, where we already have about 15 employees, with a total of 20 people.
– Compared to 2016, how much did you grow?
Well, I think we can say we grew double the size.
With the growth itself, many new things are being taught and there is constant progress. We are building Signori to be a worldwide brand from Macedonia. We try to show the Macedonia name more often on the world markets, which will show that from here comes something of a quality, ultra-exclusive for people who have a taste and want to be special, different from all others.
When we talk about the products themselves, we now produce shirts, shoes, leather accessories, bow ties – all of these products are produced here by us. From this year we started to produce shorts and jeans as well. Also, for the winter collection, we will start to work more with fur, giving customers more options on what kind of fur they want for their coat.
We are already planning to start with the “Father and Son” collection, which will be quite interesting and intriguing for the family men who want to appear at an event together with their son.
For the first time ever we also held a fashion show in Kosovo, as part of the International Fashion Week, as we have a goal to expand in this market as well. It was superbly received among the people who were present from all over the world – an elite group of people who could only be present through an invitation, where we could show our new creations and tell how a man should look like in the everyday life. We did not want to be a standard fashion show, but to show what Signori is for the true gentleman, the one who wants and knows how to dress. This was the reason why we did not take the standard young models, but men who already wear our suits, and which normally can look rich and luxurious in the same.
– Do you have any plans for regional expansion?
First, we expanded to Cambridge, then Belgrade, and now we are focusing on Kosovo. With God’s will, after some time we would like to continue with the online sales. This is now a huge goal for us, as we would like to meet the demand that comes through the social networks. Our Instagram and Facebook pages are overwhelmed with requests, but we cannot do anything at the moment because we are working to the extent where the client himself must be present. Those who can afford to come to Macedonia, come to us, do custom-made clothes, plus have the opportunity visit Macedonia. On one hand, they spend a good time, and on the other, they see that the whole experience is worth the same as the products from the foreign market, but at least they enjoy a full concept. We have an express line where we make the outfit within 3-4 days, so in this period they have a short break, have the opportunity to visit Macedonia and of course get the clothes they like. We also have clients – grooms, who come as a group and want to wear our suits.
The good thing is that we have many requests. Now we just want to make the whole production process to be perfect, expand it, and enable anyone to order an outfit. We will have M to M (Made to Measure / Ready to Go) for every buyer who will say “here, I love this outfit” so they can get it. We have great benefits that we are in Macedonia, especially about exports, and we are very proud to have “Made in Macedonia” sign on our products.
– Does this mean that with the help of your website, future customers will be able to take their own measures, so the process of direct measurement by your side would be reduced?
Yes, they will have a personal profile on the website with full details, starting with name and surname, year of birth, up to the information on how to measure and get their own measures. There will be detailed step-by-step videos through which customers will have the opportunity to measure themselves at home, and with that, we will have an insight into what the measure is for, so we can make them an outfit. Plus, we will offer a special program where we will give a special discount to the first customers who will be able to go to the tailor, something that will be included in the price itself.
We also have a new campaign this year, “Gentlemen’s Club“. Our goal is to animate our clients who are loyal to us in order for them to have a place where they can dress in Signori. It’s nice that all are young and successful businessmen, and of course, there are some older gentlemen, with whom we can exchange opinions and do some networking. It’s like a new movement that we did in Skopje, and I think it works superbly.
– Do you import all the materials or there are certain materials that are used from here?
Yes, everything is imported. Every material, especially from the exclusive ones, such as Scabal, is ordered specifically for that client. We never take it in large quantities, because the materials themselves are quite expensive. It is good that we have many clients from the Macedonian market who enjoy this luxury, love it, and are collectors of such things. These suits are more for people who already have 20 suits at home, and wear them every day, in some ways even like track suits.
– Is there a potential for producing such materials in Macedonia?
It used to be, but now I think that this quality cannot be reached because the wool and the cashmere they use are rarer and softer. Our wool is sharper, so to work with such materials, they will first need to be imported and then processed. They have quite specific materials – such as silk from the lotus flower, which is quite unique. They also have waterproof materials on which you can freely spray water and the materials will not leak.
– What’s the difference between a regular suit and Signori suit?
The difference is really huge. Let me give you an example. If you go to the store and are keen to buy a dark blue suit, after trying it out you will notice that the suit might be wide in the upper part and thimble in the lower. There will surely be something that will not suit you, and the design will not be anything special because your knowledge of suits is limited. 90% of men do not wear their suits every day. You will see a picture on Instagram of which you will see a super suit you would like to have, but when you go to a store you will encounter something you did not imagine – it would not be “slim fit”, it will not be tailored, in the shoulders might be wider, the length will be different, and so on. And now it would be illogical for you to go to a tailor if you already paid for a more expensive brand, only for someone to unstitch your jacket, so it can tailor it, while you do not know how the final product would look like.
At Signori you receive consultations, whereby we will immediately direct you to the right choice, we will explain you all different materials, we will design the outfit to your standard with the design that most suits you. We want to consult you about suits that best suit you. And now, in the end, the color may be dark blue, but there’s a huge difference when someone says, “Hey, where did you get your suit?” and “Your suit is from Signori, right?”
The difference is in the whole concept. Signori is not just the product, Signori is the approach, the service, the style, the design, the attention being dedicated, the cut. It’s absolutely clear from the first moment when the outfit is Signori, and people already recognize it. The difference is perceptible, and the very feeling when you wear it on yourself is very different. The flexibility of the outfit itself, as well as the materials that we use to make it, are equally important, because not only the outer material but the whole workmanship of the inner part is important, in order to keep the outfit fully fixed and be more flexible when the client moves. Normally, to be comfortable, and to look good as a whole.