Word: rizzoli
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Edited by Gianfranco Ivancich; Photographs by Vittorugo Contino Rizzoli; 136 pages...
...most of the shopkeepers admit to a more direct motivation. "New York is the most important showcase in the world," says Gucci's Cagliarini. Aliquo of Ginori says: "We decided to come because of the prestige, just to say we had a branch on Fifth Avenue." "Angelo Rizzoli just wanted a bookshop on Fifth Avenue," says Robert Supree. "With his dough [an Italian publishing empire with $500 million annual sales], he couldn't care less if he makes money...
Secret Profits. As it happens, Rizzoli does make money, and so do the other Italians on the avenue-or so they claim. Profits are kept secret, but yearly sales range from $500,000 to close to $5 million apiece, and even the most recent arrivals, such as Valentino and Carrano, both of whom opened last year, claim they are already breaking even...
...Italians also believe they are doing their bit to improve the quality of American life. Ginori is trying hard to help civilize U.S. bathrooms-by pushing its line of bidets. Ferragamo shoes last so long they should be sold with a 50,000-mile warranty. Rizzoli offers browsers the latest bestsellers from Paris and Rome (not to mention Asterix, the whimsical French comic-book series, translated into Italian). The Italians also believe they have upgraded the avenue itself. "Two or three years ago, Fifth Avenue was in danger of being taken over by the banks and airline offices," says Gina...
Dolce Vita. Despite such problems, many of the Fifth Avenue Italians have found the vita so dolce that they are expanding to other North American cities. Gucci has long been established in Palm Beach, Chicago and Beverly Hills. Rizzoli plans to open ten stores in the next five years, starting in Chicago's Water Tower Place next month. Di Camerino opened in Dallas last October and immediately seized on the Texas style. It bought an antique Rolls-Royce to chauffeur clients to and from the airport...