Staff Reporter
WORLD renowned Italian suit maker Brioni has expanded its profile in the Middle East by appointing Modern Home as its franchisee in Qatar.
Brioni’s master tailor Francesco Marrone is on a two-day visit to Doha aimed at enhancing the partnership between Brioni and Modern Home and providing its “stylish male clientele a unique insight into the Brioni made-to-measure” concept and future fashion lines.
During his stay, the master tailor will be taking measurements of select VIPs to achieve the best “fabric reproduction” to create their new bespoke Brioni suits.
“Since its launch in 1945, Brioni has earned the reputation of being one of the leading fashion icons by redefining men’s couture, dressing some of the great celebrities such as the all-time favourite secret agent James Bond,” Brioni’s Middle East manager Jean Pierre Lenoir told reporters in Doha yesterday.
He added that Brioni has been designing suits for members of the royal families and top-ranking businessmen in all the GCC countries.
Expressing confidence on the success of the partnership, Modern Home general manager Nazar Najarian said there is a huge potential for Brioni in Qatar due to the boom in the economy.
“With Qatar being the fastest growing economy and having one of the highest GDPs (Gross Domestic Product) in the world, there is bound to be an influx of new executives into the country’s oil and gas, construction, as well as finance sectors and these select few will need a very high profile outlook to be able to market themselves,” he said.
Asked about Brioni’s performance so far, Najarian said: “The brand has already received a fantastic response in the market. There is already a select group of connoisseurs in Qatar who know and appreciate what Brioni offers, and we’re happy to serve them.”
“Our distinguished clients are also satisfied with being able to purchase Brioni’s complete range of ready-made garments which encompass shirts, ties, and jackets at the Modern Home store here in Doha,” he said.
Najarian said a full Brioni’s suit is priced between QR20,000 and QR50,000 (in some cases more), depending on the fabric, accessories and type of order placed by customers.
Describing the tailoring process in Brioni factory, head tailor Marrone said: “Each made-to-measure tailoring project has its own paper pattern, thus allowing each client to simply order his new suits by choosing from a selection of 2,000 patterns without the need for repeated visits and lengthy fittings.”
The minimum time required to work on each garment is 18 hours, while delivery time varies between six weeks and three months, depending on whether it is “made-to-measure” or for stock in stores, according to Marrone.
He added that Brioni is the only suit maker using “hand-made” tailoring, stressing that each suit is tailored to fit only one individual in the world. |
