Sep 2, 2024
Toronto, Canada  

“No signore, you have to go the underground station to buy your transit tickets.”

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As many of you know, who’ve been following our adventures, we’ve been cavorting around Europe for many weeks, including a couple on the Dalmatian coast.

After Croatia, we flew to Milan, to visit with a cousin of mine. Marco and I have known each other for close to 50 years, which is pretty cool, considering that we likely have to go back to the early 1800’s or late 1700’s to see where our two families actually coincide.

Milan was hot. Made more so by my cousin’s insistence on not using the AC in his car. He says it’s because he doesn’t like the cold air and that it makes him sick, going from an air-conditioned room or vehicle into the hot atmosphere that has enveloped much of Europe this summer.

I suspect it was because his car’s AC doesn’t work…😏

On our first full day, we decided we should visit the center of the old city. Visit the Sforza fortress from 1400 and spectacular Duomo. Greta, the daughter of my cousin, recommended we obtain a full day transit pass, that would allow us to move around the city, using the streetcars, buses and metro. She works near the center, so after dropping her off and finding a rare, free parking spot, we set off on foot.

My cousin’s plan was to go to the nearest tobacco stand and buy the tickets. As he doesn’t do this too often, just finding a stand was an interesting feat of navigation. 

One was where he thought it should be. But alas, everything is now electronic, the man said, and he doesn’t sell such tickets anymore.

What to do? 

You can get them at the metro station, he said – the nearest one is that direction.

Now, you know, with Google maps etc., it is not a very difficult matter of finding one’s way, even in foreign cities. For some reason, however, my cousin’s phone did not provide actual directions, on the maps app. So we walked an extra block or two before finally arriving at the metro station where we could descend to the ticket booths.

These too are now 100% electronic, enter what you want, pay by card and hope the machine spits out a ticket that one can use.

This wasn’t so easy, even for Marco. Apparently knowing Italian isn’t enough to understand the instructions. This became a running joke for us, as I teased him that if he couldn’t figure it out, how do all the foreign tourists manage? 

Naturally, we made our way. And the old city center truly is magnificent. 

Located in the northern region of Italy, Milan is a city steeped in history and renowned for its influence in the world of fashion and design. The city's rise as a center for haute couture can be traced back to the original Sforza family, who played a significant role in shaping Milan's cultural and artistic heritage.

The Sforza family, led by Francesco Sforza, rose to power in the 15th century and established themselves as influential rulers of Milan. Under their leadership, the city experienced a period of prosperity and artistic growth, attracting talented artists and architects from across Italy and beyond. The Sforza family's patronage of the arts left a lasting impact on Milan, with iconic landmarks such as the Sforza Castle and the church of Santa Maria delle Grazie bearing witness to their legacy.

Fast forward to the present day, and Milan has solidified its reputation as a global hub for luxury fashion and high-end design. The city's prestigious fashion houses, including the likes of Gucci, Prada, and Versace, have contributed to Milan's status as a leading destination for haute couture.

As the birthplace of iconic fashion trends and home to some of the most celebrated designers in the industry, Milan's influence on haute couture cannot be understated. 

Now, despite this rich history in design, fashion and industry, my impression from earlier visits were that of a drab, if prosperous city, with every home frontage unimpressive as if attempting to mislead any would be thieves of the riches behind the facades. Thus, even though I had visited at least twice, I had no memory of seeing this part of Milan. What did we do and where did we go, I wonder?

Of all the stops we made, there was one in particular, my wife was desirous to visit. She had visited this city decades ago, when was she was living in Chamonix. She loves to cook and loves good cookware. 

The shop is called Alessi and if you like fine items for your kitchen, this store is for you. From perfect little espresso spoons to a full set of dining ware, you will be sure to impress anyone who visits when you bring out your Alessi. 

Little did I know that she had her mind set on a particular item. And was chastised for not knowing that we already one Alessi item. Shame on me.

There is a business lesson naturally in all this “Haute Couture”.

People are titillated by all things celebrity or super-rich, related. The downtown area was packed. Pictures and selfies in front of the storefronts like Gucci, Dior, Luis Vuitton and Prada attest to this. 

From my perspective, the items showcased in the windows did not seem very impressive. Yet to those who live in the world of the wealthy, one would not be caught dead without outfits and accessories from the likes of these super brands.

How would you build a company like that, you might ask?

First and foremost, you'll need to have a clear vision and uncompromising commitment to quality. Whether you're designing fashion, creating luxury accessories, or offering high-end services, every detail should reflect your brand's identity and values.

Quality is, of course, non-negotiable. Use the best materials and craftsmanship, ensure impeccable attention to detail, and always strive for perfection. This is what sets luxury brands apart—they never settle for anything less than the best.

Then comes your marketing. One wants to cultivate an aura of exclusivity and desirability. This isn't about mass appeal, but about creating an aspirational experience for your customers. Craft your branding, marketing, and customer experience to make people feel like they're part of an elite club.

Finally, don't forget the importance of creating an emotional connection with your customers. Luxury is not just about the product—it's about the way it makes people feel. If you can tap into that emotional connection, you'll be well on your way to creating goods and services that rank among the best in the world.

You do not need to be a world brand to be thought of as number 1 in your product or service – for your niche. Especially when you target a local market.

Remember, it is far easier and more profitable to be in the high-priced, low-volume business than to compete on price for any market. Nobody does well with a slogan of, “our prices are almost the lowest”. 

Until next week,

Stay healthy and focus on profit! 

- Hugh 
The “Profit Accelerator” Expert

P.S. Did you know that even tiny improvements of 1-3%, in just 12 fundamental areas of your business could give you 50% and more improvement to your bottom-line? Test out my brand-new Profit Acceleration Simulator^TM  and discover the true impact of a conservative estimate of Profit Acceleration initiatives on your business and see for yourself. (https://hughtafel.com/sim)

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