The Future of Luxury Crosses Azerbaijan and Africa

Alexandra Trosin is worldwide sales director for CIWIFURS, a manufacturer and distributor of high-end garments for major fashion brands. She wasn't exactly thinking about entering the world of fashion during her university years. A Bocconi alumna, currently in charge of Luxury & Design Topic of the Bocconi Alumni Association (BAA), she graduated from the Bachelor in Economics and Management of Arts, Culture, Media and Entertainment (ACME). "I was dreaming of working in creative industries, then at ACME I discovered the fashion and design lab and became intrigued by the business side of the industry," she says. A class of 2010 graduate, she has since started a career journey that has let her travel around the world.

➜ How did you arrive at your current position?
I worked two years at Dior and it was like going to fashion school. Dior Couture Italia, being a small company owned by a huge brand, allowed me to delve into all the business aspects of the fashion industry. Then I spent about a year and a half at the Brioni brand and there I developed a taste for sales, moving my focus from Italy to international markets. I joined CICIWFURS three years ago. Here I am in charge of global distribution. I travel a lot: between April and May I always have to go to Asia, touching China, Japan, Taiwan and South Korea, while at other times I often move around for the fashion events we organize for our large Russian, Azeri, and American clients.

➜ You mentioned Azerbaijan. Is it an attractive market for luxury products?
For us it is a market of the utmost importance. It is a rich country because of its oil deposits, though it has been hit by the crisis over the past two years, and is strongly influenced by Eastern European culture. If I had to look to the longer term, then I would also consider other markets, such as Latin America, which displays slow but steady growth.

➜ And the African continent?
Also. It's a market region whose potential we're all underestimating, as a friend, also a Bocconi alum, recently pointed out. He started an e-commerce venture there. In Africa the digitization rate is growing rapidely and some countries really deserve our attention. And although at the moment there is still no real luxury market, some brands are already moving in to assess the situation, relying on local distributors. It is a market at an embryonic stage, but, in my opinion, it has great potential.

➜ Last year, you added to your professional duties the task of being BAA Topic Leader for the luxury industry. What are your objectives in this respect?
First, a series of 3-4 conferences a year, modeled on the 24 January meeting on creating value for private equity in fashion, luxury and design, which attracted 350 people in Bocconi's Aula Magna, as well as 500 people following the event in video streaming. Secondly, organizing regular cocktail events for networking purposes, perhaps with the presence of distinguished guest speakers.