The Breakthrough Era

BRAND / The Breakthrough Era

Passing the baton

When Herno passed into the hands of Claudio Marenzi in the 2000s, the company was healthy, well-known and entrenched in the culture of craftsmanship. But everything in the world was changing and it was up to him to face up to these transformations. He did it with a breakthrough vision, starting in the past, in that golden age where the Herno brand was visible all over the world of fashion and luxury tailoring, but applying new standards.

A creative building site

Claudio Marenzi began by streamlining the organisation to make it more dynamic; he motivated young talent; he focused on the sales force, which he trained internally and exclusively; he took a gamble on a style department able to bring the collections out of classicism without losing the quality of exquisite craftsmanship and unique taste, distinctive signs of the company and its Italian heritage. In a factory redesigned as a creative building site, where tradition and modernity exist side by side, coats became more informal, not simply because that was the fashion, but to meet the new needs of a changing public. Shapes and fabrics were borrowed from tailoring experience that came from the production of coats, discussions were held on the performance of juxtapositions: waterproof but breathable, light but warm, luxurious lines but a sporty feel.

Leader in production processes

To achieve this objective, Claudio Marenzi and his team introduced another small yet great revolution: he took the fibres typical of active sportswear and transferred them to the world of urban fabrics. In some cases, he even matched them with precious fabrics, shaking up the concept of luxury. The strategic change would lead to an increase in turnover and push exports abroad to 70%. Herno was back to being at the heart of style. And it went further still. With 70 years of manufacturing history, it focused on the transformation of machinery, bringing about important innovations that led to the most revolutionary breakthrough: Herno changed its production processes, made them state-of-the-art and exported them to the sites where it operates, offering developmental opportunities to the structures at work for the company in other places. Today, there are many imitators of Herno style. But Claudio Marenzi's dream is to produce garments that cannot be reproduced, by anyone. This is why there is continuous investment in the production processes. Herno's leadership rests on it.