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BORSALINO:

“BUILDING

MEANINGFUL

CUSTOMER

EXPERIENCES”

WINNER
POWERED
BY

Text: Sanne Leenders // Photos: Cross-Border Magazine, Borsalino

Since 1857, Borsalino has represented the highest expression of Italian excellence in the
production of hats, with an artisan savoir-faire that has been carefully handed down from
generation to generation. Today, their tradition dialogues with contemporaneity through
a modern concept of beauty that combines creativity, a spirit of
innovation and manufacturing skill. Borsalino has a great history
that will accompany them into the future, made up of new products,

clients, and markets. We spoke with Mauro Baglietto, Managing
Director of Borsalino, to tell us more about their success story.

ow much importance, as part of your brand As a fashion brand,
identity, does Borsalino place on tradition does Borsalino use
Hand high-quality manufacturing? social media and
“From the small hat-making atelier of the founder, influencers to break
Giuseppe Borsalino, up to today’s manufacture, the creation into new markets?
of a hat continues to be an artisanal job. It is the people Let’s talk a bit about
involved in every phase of this process which make it this as a strategy.
possible every day to create products of the highest quality. “Through social media, we have tried to build meaningful
Our manufacturer preserves this priceless cultural heritage experiences and a Customer Journey for Users: with
that embodies and reflects the excellence of Italian savoir- the goal being to consolidate the relationship with our
faire. For each felt hat, which is produced starting from the audience and embrace new clients and markets. We focus
raw material, more than 50 manual operations and seven on communicating our DNA values that characterise the
weeks of processing are required for each piece; to create Borsalino brand, including beauty, savoir-faire and passion,
straw models that are handwoven can take up to six months by declining different stories for each social channel.
for every single hat.” Through these activities, we have had the privilege of being

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