By  on June 25, 2014

MILAN — Pal Zileri’s new chief executive officer Paolo Roviera has a clear-cut strategy for the brand’s path, and one of his top priorities is to streamline the six collections into two — the signature line and the younger Lab.

“The company can rely on a solid product base, know-how, very high quality and specialized skills,” said Roviera at the brand’s presentation in Milan on Sunday, in his first interview after being tapped to head the Italian men’s wear firm earlier this month. “However, we need to be more consistent with our marketing and distribution. We need to initiate scientific merchandising, consistent with the objectives of the brand, and communicate with the customer.” The young executive believes brand equity has “been diluted” in time in an effort “to keep the company alive,” and by “a distracting battle on price.” Roviera is aiming at clearly identifying Pal Zileri with a consistent image and differentiating it from Lab so that the latter is not perceived as “a cheaper version of the other.”

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