The Pasotti case: when the workshop survives to mass productionEfesti
Is it possible for a workshop or a craftsman studio maintain a high level of quality and uniqueness of its artifacts even when expand themselves and become real companies? Apparently it is more than possible, as the history of Pasotti show, well-known brand that 60 years now creates umbrellas, parasols and walking sticks absolutely unique and with an impeccable quality.
The story begins in 1956 when Ernesta Pasotti, after learning his trade in Milan, back in Castellucchio, a small town near Mantova, and opened his own workshop where he began to create their own umbrellas, with nothing more than a scooter to deliver her products to her customers. In the following years the shop earn a lot of fame, thanks to the creations quality and thanks to her husband, Vittorio Giacomini, sales responsible, so that to have more than 100 employees. At this point, however, it opens a crossroads, caused by the advancing of the Asian market in the handmade excellence homeland: start industrial production by reducing the quality and the price of their creations or depart from this and focus on luxury and limited edition? She is the daughter Eva to have to make the decision and, refusing on principle an industrial production that would diminish the hard work of her parents, she choose to break into the luxury and excellence market with a type of a valued umbrella from the textile to the handle, entirely produced in the family workshop by fifteen experienced employees.
There was only one problem to solve: how to get internationally known having a very limited advertising budget. It was decided, therefore, to focus on the web and on the craft fairs and it is thanks to this choice which bring soon the Pasotti umbrella becomes an object in great demand and synonymous of the Made in Italy manufacturing excellence, so as to lead to cooperation with the most important fashion houses. The charm of the product has also lead names like Rihanna, Jennifer Lopez, Fergie, Meryl Streep, Hilary Duff – but also royal families and other members of the international jet set – to see in the Pasotti umbrella an aura of quality and beauty intrinsic to it and show off the umbrellas in catwalks but also in the urban life.
The story workshop Pasotti is, therefore, a clear example of how quality and excellence are not always subdued and overwhelmed by a mass production but, on the opposite, represent a reality that can carry on, generation after generation.
Photo credits: INK361
External links: www.pasottiombrelli.com