Italian fabric brand Drago unveils new ordering experience for tailoring partners in China
The other is the bespoke tailoring business, primarily serving tailors and clients with made-to-measure services. Drago will mainly focus on this field in China, allowing more consumers to experience its products.
While preserving its Italian identity, Drago aims to harmonize with Chinese aesthetic preferences.
"We don't want to 'adapt' our fabrics drastically for China. Instead, we aim to offer Italian style while listening to customer preferences. The key is to mix and match Chinese aesthetics with Italian design—it's the best partnership," Botta said. "We want to deliver an authentic Italian experience through Drago's craftsmanship while respecting local tastes".
And the latest Drago's notable innovations include the skyfall collection, a 100% wool fabric (14.5 micron superfine wool) celebrated for its cashmere-like softness, and the red carpet collection, designed for high-profile events with luxurious textures and innovative weaves. Both lines will be central to Drago's China launch, targeting discerning consumers and luxury brands seeking premium materials.
The marketing director stated that the affluent clients who value craftsmanship will be Drago's target audience.
"Our positioning in China is premium. We aim to offer high-quality fabrics and an authentic Italian experience, competing with the world's best luxury fabric brands," Botta said.
