Exotic hub of Asia suits Italian style (hktdc.com)


	Furla General Manager Gian Luca Traverso says anyone who has a business in Asia Pacific must have a presence in Hong Kong

Genoa-born Gian Luca Traverso, General Manager of Italian accessories brand Furla, says coming to Hong Kong has been the best professional and personal decision of his life. He met his wife and started a family here and after working with other Italian brands, Safilo and Prada in Hong Kong, he is currently helping to grow the Furla brand in the Asia Pacific region together with the brand's local franchise partner in each country and in the case of China, it goes directly into the mainland.

"I came to Hong Kong in 1994 and except for a short stint in Japan, I have been working for different Italian brands in the city. Now, I am growing the Furla brand together with our Hong Kong franchisee partner. We have expanded to six shops since Furla opened in Hong Kong in 2000 with one store opening in Macau's Venetian this year. We don't want to open too many stores as we want to concentrate on quality rather than quantity.

All the European brands work directly with a franchisee or on a partnership basis but most of them still maintain a presence in Hong Kong. Our presence here contributes by supporting the local partners and certainly helps to improve the performance of the shops. We provide the software to their hardware, so to speak. We help train the staff and sales people, come up with a merchandise and marketing strategy and negotiate with the landlord. If I was based in Italy, I would never be able to cultivate such a close working relationship with our Asian partners.

Many people say that Hong Kong is a showcase for the Chinese mainland but to me, that is just one of the features. Hong Kong is the centre of Asia. Geographically, it is five hours away from any place in Asia and in my opinion, it is the best place to be in Asia. From the point of view of logistics, infrastructure, transport, financial and legal framework, anyone who has a business in Asia Pacific must have a presence here.

Dynamic response

Hong Kong can offer the best service but perhaps the only deterrent is the high rent. I can understand that space is a rare commodity here but high rents can kill small and medium-sized businesses. People always ask me what changes I have seen in my 13 years here. Sure, when I came there were no Hong Kong International Airport at Chek Lap Kok and no IFC mall (the city's tallest building), but I have noticed changes in the small things. There was the 1997 Asian financial crisis and then there was Sars. Hong Kong people reacted in a very dynamic way after both these unfortunate events. They were practical, responsible and willing to knuckle down to do things. That is the true Hong Kong spirit and also the Asian spirit as I see the same spirit in Korea and Thailand as well.

After the Handover, I have noticed that it is the Hong Kong people themselves who have changed. In a way, they are their own worst enemy. By focusing too much on the mainland, we run the risk of transforming Hong Kong into another Shanghai. Hong Kong should maintain its cosmopolitan status as this is what made the city attractive in the first place. Furla made the decision to set up the Hong Kong operation as its regional head office, not in Shanghai or Beijing. I think both of these mainland cities can't replicate Hong Kong's regional role for the next 15 years.

I go to Shanghai every three weeks and I see changes. Sure, it is a fantastic place but it is just a showcase as people are still very poor in the countryside. I always say China is a beautiful freight train while Hong Kong is a high speed train; eventually both reach the same destination, only at different times.

Shopping paradise

I always compare Hong Kong with New York. Hong Kong is infinitely more exciting and exotic, more international and cosmopolitan. I like the fact that I can do anything here in safe surroundings. Service is good, everything works perfectly from the inland revenue department to the subway and ferries. People are extremely hard working, responsible and easy to get along with.

I am in a very competitive industry as every major brand is represented in this shopping paradise. In a way, I am lucky as Furla is not pitched as a super brand; it is not cheap either but it stands in its own segment with not much competition. Our products are 100 per cent made in Italy. It is affordable, the collections are interesting and we get a lot of discerning and sophisticated customers who go for content rather than just another brand name handbag.

Coming to Hong Kong is absolutely the best choice I have made in my life. I met my Chinese wife here and now have a daughter. I can't say that I will never go back to Italy but I hope to spend many more years in Hong Kong."