Brunella Bighi is Milano Home's brand ambassador for the Asia Pacific countries. “The demand for items and objects with Italian brands is increasing. Home fragrances, multipurpose objects, rechargeable lamps, products with innovative designs and strong personalities emerge and stand out from an increasingly mass-produced and dispersive offer"

“The delegation of Asian operators who visited Milano Home was satisfied with the exhibition. They all forged new business relationships and found suppliers capable of offering them products and items in tune with market demands. The invitation, if anything, is to expand the international offer to further encourage the presence of foreign buyers".

Brunella Bighi has lived and worked in Hong Kong for over 40 years. “Driven by my passion for design, as brand ambassador of Milano Home I oversaw the expansion of Italian trademarks and their positioning on the Asian market”.

She is founder and CEO of Arrakis, a company that deals with sales, marketing, communication and branding, ranging from retail and distribution channels to hospitality, and she collaborates with designers, architects and builders.

“I am very interested in the language of design applied to the home and the environment where we live. I truly believe that our products, born from the vision of designers and architects who stand out for their creative intuitions and brilliant ideas, can make a difference in our daily lives and help generate a sense of happiness and poetry in our homes".

Since the birth of the company Bighi has focused on the design and furniture industry, representing some of the best Italian and foreign design brands - including Driade, Magis, Fontana Arte , Valcucine, Dr. Vranjes, Rubelli Casa, Aquaflor, Mogg, Very Wood – on the Asia Pacific market, an area which includes, among others, China, Cambodia, Indonesia, the Philippines, South Korea, Vietnam, Taiwan and Thailand.

Retail is experiencing a period of great transformations supported by technological innovation, evolution in socio-cultural models and new social values ​​that distinguish consumers. How is the Asian market changing and which are the most dynamic and reactive countries?

It is difficult to interpret the Asian area as a single entity as each country has different cultures and customs. What Asian markets have in common in the world of lifestyle, in relation to medium/high level imported products, is the fact that consumers prefer well-known brands, established names that stand out for their taste and their identity as status symbols. The typical customer is not able to make distinctions and has difficulty orienting himself in his choice.

The approach changes radically if we look at the new generations who prefer fun objects and technologically innovative and instagrammable gadgets. The evolution and transformation of society can be seen above all in the widespread use of social media, with influencers directing consumers' choices by orienting their preferences towards online purchases.

Which models and items is Asian demand moving towards?

The Asian market is very sensitive to Italian products. The most dynamic countries at the moment are South Korea, Taiwan, Singapore, Thailand and Malaysia. In China and Hong Kong there has been a decline due to political-economic instability.

I have recently noticed an increase in requests for home fragrances, multipurpose objects, rechargeable lamps, products with innovative designs and strong personalities that emerge and stand out from an increasingly mass-produced and dispersive offer".

Made in Italy is synonymous with guarantee, quality, reliability. What are the most established brands in Asia Pacific?

Made in Italy also means good taste, personality and design, there Italian furniture is seen as top of the range. The best known and most popular brands are Minotti, B&B Italia, Poltrona Frau, Cassina, Molteni, Kartell, Magis . In the world of tableware and art objects, Alessi, Qeebo, Richard Ginori, Venini, Dr.Vranjes Firenze, Culti, and Bugatti stand out.

Who is the average customer with an interest in Italian products?

We’re talking about a niche of consumers with high spending power who are inclined to lead a refined lifestyle and view the proposals of the Bel Paese with great interest.

Many Italian companies, at least the main ones, are already present on the Asian markets. There is still ample room for growth in the countries of the area but to interact effectively, companies must establish a collaborative relationship and not one just based on sales. It is crucial to learn about the local habits and cultures and start a direct relationship with retailers. Last but not least, it is important for companies to innovate and renew themselves while maintaining their identity. We must not forget that designers only have a crucial role in the furniture field, more generally in Asian markets we rely above all on trusted retailers.

Shops, showrooms, concept stores. Are there similarities with the Italian model? What are the main characteristics of Asian stores? 

There is no single Asian model characteristic. Each market operates differently, sometimes we only find some similarities with the Italian model in furniture showrooms and concept stores.  For example, there are no shops that only deal in objects, gifts, wedding lists, tableware and kitchen items.

In China, trade develops within shopping centres, there are few shops in the cities except for some fashion and furniture brands. There is a tendency to prefer the structure of single-brand stores which give greater visibility to brands and showcase their personality.

In Korea and Taiwan the prevalent form is that of department stores (Rinascente model), where retailers open corners which they manage directly.

In South East Asia - Singapore, Thailand, Philippines, Indonesia - department stores and malls divide their presence equally across the territory, in the cities the shops are concentrated in the main arteries and deal only in furniture and fashion. In this vast area the offer is concentrated above all in the capitals - Manila, Bangkok, Jakarta, Kuala Lumpur, Hong Kong, Singapore - only in China, Korea and Taiwan is there also a presence in the larger provinces.

The situation changes if we talk about small shops that sell local products, including designer ones, which are inexpensive and often artisanal.

Physical store-digital store. Does the Asian consumer prefer to complete their purchase at the point of sale or do they favour online shopping?

The online market is highly developed in China and Korea, less so in other countries. In the objects and furniture sector it is practically non-existent in Hong Kong, Singapore, Indonesia, the Philippines and Vietnam. In this vast area, online purchasing is only used for consumer goods and low-cost products.

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