Page 147 - A Life - my Live - my path

Diversification - a clothing house

atmosphere for the 100 people we were able to
accommodate, given the space available.

The following year, we organized a fashion show in the
magnificent Conrad Hotel, whose grand terrace staircase
descended to Wiltcher's Place. We then took part in several
other fashion shows: Bal de France, Marco Village in
Antwerp, 39th FIFI....
After 2 years, the designer decided to return to Morocco
to get married and start a family; a beautiful baby girl was
born a few years later.
This organizational change prompted us to change the
company's name and refocus its activities.
Via Fontana Fashion was born: an offshoot of the Via

Fontana umbrella company.
Our principal seamstress, who had studied fashion design in
Moscow, immediately took on the role of stylist.

15.2 Via Fontana Moda
To fit in with the new business direction, we had to manage
the cost of manufacturing the spring-summer and autumn-
winter collections as closely as possible. With only one
boutique, potential quantities were not sufficient to achieve
a competitive cost price. To increase production volumes,
one option was to increase the number of points of sale. In
order to differentiate between the "fashion house" business
and the "distribution and sale" of ready-to-wear collections,
I created Via Fontana Moda to manage the various points
of sale.

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