By  on June 17, 2014

MILAN — Men’s wear is expected to continue to grow this year, but with some economic turbulence to contend with around the world, it’s going to take clear vision and razor-sharp messaging to capitalize on the momentum.

On the eve of international men’s trade show Pitti Uomo, where several fashion companies are hoping to grab a larger piece of the men’s wear market, Caruso owner Umberto Angeloni struck a cautious note. “Men’s wear is growing, brands that were not traditionally associated with men’s wear want a piece of the pie, and those that are men’s-oriented want to diversify,” he said. “However, we must take into account a consumer who does not believe that a brand is good at doing everything. What does the consumer want? Many are under the illusion that the consumer will take anything from anyone, but that is not so. Authenticity is pivotal.”

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