Giordano Calza is the co-Founder and CEO of GCDS, a luxury fashion brand which specializes in high-end Italian apparel. Since its founding in 2015, GCDS’ distinctive design has garnered a significant following, and it is now sold in over 400 stores across the world.

Born in Naples, Calza moved to Milan where he studied at Bocconi University. Calza later set up a chain of restaurants with his brother Giuliano in Shanghai, before they both pivoted towards fashion, returning to Milan to set up GCDS in 2015. It is this eclectic lived experience which has shaped Calza’s interpretation of luxury fashion, and one which is clearly resonating with people across markets.

“Now, more than ever, luxury is no longer connected to an idea of pricing; it is a concept that includes creating special experiences and value for consumers” Calza explains. “Consumers that seek luxury look for a high-quality product that has value and reflects how they perceive themselves.”

According to Calza, to be successful a brand needs to align itself with the priorities and ideals of their customers. “Consumers want to know where the product was made, how it was produced and that it will last.” This is Calza’s manifesto for a successful, modern fashion brand – it needs to be transparent, unimpeachable, and authentic, remaining true to its identity and avoiding appropriation.

This has been crucial to GCDS’ success. “We sincerely embody these values and have remained consistent to these founding principles.” Calza says. “Our product is intrinsically linked to our mindset and heritage. Just like our story, our project has local heritage but a global outlook. Everything is made in Italy with love and attention to detail, while retaining a level of affordability. Every piece, whether contemporary luxury or streetwear, tells our story.”

These principles resonate across generations in a landscape which is increasingly polarized. “It can be difficult to merge the demands of traditional generations with the new language of the Zillenials” explains Calza. “We can speak to the priorities of modern symbols like Dua Lipa, or icons like Sophia Loren.”

The lure of lifestyle is, arguably, even more important than lifestyle itself in determining consumer interest.”

But how does GCDS approach this generational gap? What challenges arise?

Calza believes it is important to identify and respond to a shift in tone and communication if brands want to leverage consumer loyalty. “Video Killed The Radio Star and now Internet Killed The Video Star” he argues. “Among younger generations, there is limited loyalty towards a given product or brand. Zillennials are constantly looking for new products which reflect their lifestyle. The lure of lifestyle is, arguably, even more important than lifestyle itself in determining consumer interest.”

In striving for success, Calza explains that brands need to create a mix of merchandising and entertainment to create ambition and obsession. “Brands no longer need to attract consumers with the best product or the best design, but by offering an authentic product that enables consumers to be part of a certain lifestyle or a defined category of people.”

Consumers that seek luxury look for a high-quality product that has value and reflects how they perceive themselves.”

Additionally, Calza argues that sustainability is a key factor. “The market is crowded and to stand out, a dynamic fashion brand must create durable, sustainable, authentic products.” Calza believes that a shift in emphasis is required, from mass production to a smaller range of product characterized by distinctive principles and ideals.

“One big mistake many brands make is that they distort their beliefs and values in order to reach a wider range of consumers” muses Calza. “It is important to remain consistent, as this enhances the distinctive strengths of a brand.”

Calza believes that the pandemic has entrenched these trends. “People want to spend money on something entertaining and unique” he argues. “And people want something exclusive, a product customized to our desires, whatever they may be. In fact, people are buying less on impulse; they are choosing the items they purchase with heightened attention, and with a deep desire to understand a brand’s reasons why.”

Calza thinks that consumer confidence will rebound as the pandemic winds down. “There is an urge to get back to life and do as much as possible before the next pandemic” he says, “even if the predicted boom in consumption will focus more on travel and experience over physical items”. Regarding fashion, Calza predicts people will be more curious to experiment and differentiate themselves through clothes, as well as finding self confidence in what they wear. Overall, the future is bright for GCDS, and Giordano Calza is excited to see what tomorrow brings.