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Lozio ® Metal Buttons
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Manufacture of buttons and fashion accessories

How is a Fashion Collection Born?

Credit for the invention of the fashion show should go to Charles Worth, an English tailor from the mid 19th century who was the first to conceive fashion as an intellectual product, worthy of acquiring a segment of the market. Before Worth, tailors and fashion designers were completely in the service of their customers, following their indications and whims, paying their respects to them and going to visit them in their grand houses for garment fittings.

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Charles Worth revolutionised all this. He began making models that were not on commission but inspired by his own creativity. He expected customers to go to him and choose items in his workshop and he invented the fashion show so that people could admire his clothing being worn.

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Worth also went further. He coined the term mannequins, from the Flemish word maeneken meaning little man and which says a lot about the initial aim of the fashion model: to look like a little man, a clothes hanger on which the clothes could sit, maintaining their perfect shape, without encountering the female form.

And can we say that times have changed? Perhaps in this sense, not at all. Of course, as far as the preparation of a collection and a fashion show are concerned, times have changed a good deal. This evolution has not been gradual; there has been an acceleration that has changed everything over the last thirty years.

On the catwalks of the 1960s and 70s, fashion went in search of show business, with pyrotechnic sets and a continued search for a more "alternative" location, such as a theatre or a circus in which to show its wares. These choices got it talked about in the media and brought fashion dangerously closer to the world of show business rather than to the international industrial circuit.

It was only towards the start of the 1980s that Italian fashion took possession and raised awareness of the industrial concept of its sector and designed the fashion system as a standard bearer for business Made in Italy.

Areas for showing collections changed too, returning to the company environment, leaving behind those places that mixed fashion and show business, bringing fashion back to the workplace. Disused factories, new-concept industrial complexes, and technologically advanced areas became the backdrop for the big names and the smaller brands followed in their wake.

For those operating as suppliers and consultants in this industry, such as Lozio ®, it is fundamental to understand the inner workings and behind the scenes of the fashion machine; in fact it is essential to achieve an active and stable role inside it. First and foremost, it is necessary to remember that the market is segmented: there are companies making men's clothing, women's clothing and clothing for children; then there are those making clothes for men and women or for all three.

Above these companies are the big names, the important designers with their men's ranges, women's ranges and children's lines, plus the beachwear line, underwear line, casual line, knitwear and accessories such as bags, shoes, belts and all the rest. Each line is in turn split into "main" and "cruise" lines.

And as if that weren't enough, while up to some 30 years ago everything was very well divided and segmented: spring collection, summer collection, autumn collection and winter collection, today, to rationalise industrial costs and to stay ahead of the market as well as to fight counterfeit goods, catwalk shows are now divided into spring-summer and autumn-winter, but within each period, between one collection and another, there is always a need to add new items or other garments which are known as inserts, semi programmed, and flash items, each of which requires new and immediate samples to be made.

Then, adding to all of this fragmentation is the fact that every brand worth its name has a luxury, medium-fine and third level, and so on.

Those working in accessories for the fashion industry, such as Lozio ®, therefore have lots of reasons for production headaches. However, those companies working with fashion accessories and other items who do not understand the timeframes of the fashion system and are not well versed in the market, considering keeping up with customer needs to be a waste of time, might not be wasting any time themselves but they do risk losing customers.

Behind every collection is a working world that is similar to an ant colony, continuously moving and where everyone is running here and there. Seen from the outside, it looks like some mad army when in actual fact, every single person is doing a job, has a project, an aim.

Whether the company is a large brand and therefore has two professional Style levels (the designer/s create the line and its overall characteristics) and men's and women's products (those in charge of production who come on board after the general decisions to propose or define the details on each garment), or it is more family run or with a designer who also takes care of production, the sampling period for the collection or for inserts for the collection is always a time of great ferment and chaos.

Those supplying accessories, such as buttons, for example, need to have professional capabilities as well as the skills of the tightrope walker. The professional qualities consist of knowing how to recommend the perfect button for the garment in question and when we say perfect, we mean that the button needs to be perfect in terms of workmanship, material, colour and washing safety as well as for the price range of the type of garment on which it will be used.

By the skills of the tightrope walker we mean the abilities of a supplier and consultant to realise when is the best time to satisfy the customer. Those who work with buttons know that when it comes to creating a new garment, the button is apparently the last thing on anyone's mind, like sauce is for a great chef; it is the final thing to be chosen, but if the combination is wrong, then so is everything else.

Button suppliers need to have a seventh sense, which goes beyond the sixth one; they need to understand whether or not a collection is at a good point and therefore, the request is grounded or if the creative part is still not decided and could undergo thousands more changes; they need to understand how their interlocutors feel since at times, these have no precise ideas and want nothing more than to be satisfied, and at others they are feeling their way around in the dark, looking for a new idea but since it is new, they don't know what to ask for, and so on.

So, the requirements of the modern button manufacturer never stop at simple supply or consultancy; at times, they need to offer counselling and help when it comes to interpreting wishes, ranging from the utmost patience to an authoritative attitude.

Lozio ®, which was already manufacturing buttons and was already a part of fashion history in Palazzolo sull'Oglio, in the last quarter of the 19th century, has continued this role in its current facility for more than 50 years, accompanying its customers in the various delicate stages of the job with services of the highest level.

It meets needs for sampling with single items requested with a fast turnaround time and sensible service, assisting customers during the sample stages with minimum order amounts agreed for each items, and top quality standards, as well as compliance with production deadlines from the moment of the production order.

This flexibility and top-level service, together with commitment, passion, research and production quality of the highest standards have put Lozio ® in the spotlight for some of the most important professionals in fashion, clothing and leather goods in Italy and the rest of the world.

Contact us for dedicated samples to suit your needs

Our fashion items: metal press studs, shell buttons, metal hooks and eyes, polyester buttons, horn buttons, metal cover buttons, metal jeans rivets, metal buttons, corozo buttons, metal snap fasteners, casein buttons, tag pins, manual and automatic riveting machines.

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