April Editorial
Who is the Crida woman? Two years after the debut of our project on the market, I think it is interesting to ask ourselves about the target of our product, taking stock of the road traveled so far and trying even better to clarify the goal we had set ourselves.
Crida’s idea from the beginning was to focus on a type of product, the dress, which represents a style of refined and timeless elegance. Not classic, not “formal” in the strict sense, but casual and usable by an audience of women who are attentive to what they buy, who love beautiful fabrics and impeccable workmanship. Women who don’t have to be in fashion because they wear the trendy model with feathers, but who are able to create their own style with taste and awareness.
At the beginning of our adventure, the criticisms we were leveled mainly with the price: too high, accessible to a few, exaggerated for an unknown brand. Today, after four collections in which we have communicated our values, these comments have almost disappeared and this makes us proud to have reached a first milestone: make it clear that quality and Made in Italy make a dress special and justify the cost. And being able to reach the most important luxury stores in Italy.
The Crida woman, as I have emphasized several times, does not stand out because she is flashy, sexy or fashionable, but is remembered for her elegance. The customers who choose us are those women (or rather girls because we are from 20 to 90 years old) who have the ability to buy a garment as an emotional and conscious experience, and transform it according to their style. Wearing a natural silk fabric on the skin, be it crêpe de chine or satin, gives a precious pleasure, which has nothing to do with any other material that contains acrylic and polyester fibers, and above all pushes us to love this garment and to keep it carefully in the closet. We like to imagine that our dresses have a long life, they are not abandoned after a season.
Today the fashion market offers everything: from the most luxurious shops to low cost chains, from the online of individual brands to digital marketplaces, it is really possible to explore a universe made up of global brands, small artisan realities, niche brands or others. super trend. The customer Crida, however, has very clear ideas: she does not want what the others buy in bulk but what she knows how to make the most of it. He is rightly demanding with regard to materials, he wants to touch the fabric and check the label with the composition and place of production. He wants beauty and sustainability, which are Crida’s two guidelines. The other fundamental detail is that the Crida woman, after having bought one of our dresses once, almost always buys again because she felt comfortable.
We promise those who appreciate us that we will continue on this path: the spring-summer collection is available in stores and on our website with all the possible variations of the clothes, in a rainbow of colors! You promise us that you will continue to think that style has nothing to do with what you wear but with how it feels when you wear it. And with Crida it feels good.