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Francesco Cuffaro of Dex Clothing sees that the client comes first for the Montreal-based contemporary brand. As the brand’s sales director, Cuffaro has encountered tectonic shifts in the market. This has been felt among most retailers and brands — varying consumer expectations and dizzying digital updates are needed to meet these fluctuating demands. With a strategic added-value proposition implemented to allow buy-backs from clients to the see-now-buy-now craze that’s sweeping retail, Cuffaro guides Dex Clothing to stay on top of industry’s latest trends.
Here, Cuffaro discusses the brand and some recent trends in the market.
WWD: Has Dex Clothing always been a young contemporary brand?
Francesco Cuffaro: We started off primarily as a knit house — a sweater house — and that was kind of like the anchor of our business. Now it’s evolved into many different categories.
WWD: What is one noticeable trend you’ve seen among retailers that’s come to FAME?
F.C.: We’ve shown at FAME for about three years now. We’ve found that the customers here are really hungry [for] brand-driven, quality-driven [and] value-driven ready-to-wear.
WWD: What were some key influences for this collection?
F.C.: Some of the main items were layering pieces: pullovers, cardigans and blouses…