One of the great fashion cities of the world – the stylish Italy where bella figura is a Milanse peroccupation
The Galleria is strategically located on the Piazza del Duomo adjacent to the magnificent Duomo Milano [Milan Cathedral]. The Galleria has been recently renovated and is the flagship store to many of the world’s finest fashion brands. Within the complex are hotels, restaurants, and cafes.
The Galleria comprises two glass vaulted arcades that intersect; the buildings on the intersection are truncated and this forms a large open octagon which is covered in a large steel and glass vaulted dome.
When it first opened the Galleria was a major advancement in the retailer’s ‘quest to best satisfy’ and to have control over the weather. This was part of an evolution which began with The Burlington Arcade in London. The advancements in steel manufacture and fabrication made the Galleria possible. Interestingly, the Galleria was one of the first buildings in Milan to instal electric lighting. This icon in retailing is one of the world’s oldest shopping centres.
I can understand if the owners of the Galleria wanted to keep the fast-food brands out of the Galleria; as many of the shops in the Galleria reflect Milan’s heritage as a fashion destination, after all many of the top labels have a store within the centre and often the flagship store of the brand is at the Galleria – after all this is Milano and a need to maintain bella figura.
Task: Consider the management of the Galleria
- Do you feel that having the right mix of shops is important to the success of the shopping mall?
- Would you consider that people would visit and shop at the Galleria because of the mix of shops?
- Do you feel that the management of the Galleria are managing and Aggregate product where aggregate satisfaction is important? [click the image to access the exemplar]