The Briccola family reveals how it balances practicality and style in its designer luggage, writesNadia Badarudin
IT’S hard to find a perfect synthesis between function and fashion in a suitcase. Most of the time, the suitcase may have all the plus-points — lightweight, sturdy, durable and expandable — but scores zero on aesthetic appeal.
The mundane look of a suitcase can sometimes makes you wish it belonged to someone else as it moves along on the conveyor belt.
But matching function and fashion in luggage and travel bags comes naturally for Bric’s, an Italian brand of fine leather goods. Its stylish, lightweight luggage is said to be a growing brand of choice for Hollywood celebrities such as Blake Lively, Kate Hudson, Hillary Swank, Jennifer Aniston, Halle Berry and Rob Lowe. Pippa Middleton, the younger sister of Duchess Of Cambridge, has often been pictured toting Bric’s rolling duffel bag.
The travel pieces are also featured in films and TV series such as Sex In The City 2, Mamma Mia, Glee and The Twilight Saga: Breaking Dawn. In The Tourist, starring Johnny Depp and Angelina Jolie, Frank Tupelo (Depp’s character) carries a dark brown Bric’s duffel bag around Venice.
How has the 62-year-old family-owned brand managed to come out with luggage and travel bags that are both stylish and practical, and have become must-have pieces in the wardrobes of the rich and famous?
BRAND’S DNA
Mario Briccola founded Bric’s in 1952 with a vision to produce travel items of fine quality. The company continues to make luxury luggage, handbags and accessories that befit the classy and rich culture and tradition of the Made In Italy philosophy.
Its strength lies in its ability to balance between its excellent traditional craftsmanship and research on new, state-of-the-art materials and designs that feature beautiful shapes, function and aesthetic appeal.
Its product development manager and head of designing team Paola Zappa says balancing function and fashion in luggage-making is easy for the team, based on their business expertise and experience.
“The important thing is to stick to what we are familiar with, such as the materials and technical know-how, and innovate from there. We know what is possible and what is not, and we work within that range to offer the best to customers,” she says.
FORGET THE IDEALS
Zappa, who has been working at Bric’s since 1995, says the main priority in the design is functionality. Other imperative factors that need to be addressed include durability, capacity and weight.
She says: “When we see a nice drawing, the design may look ideal and seem technically perfect. However, it’s a different story when it comes to making the real thing. The proposed material may be too heavy, too difficult to cut or sourced or can be easily damaged.”
Sometimes a designer may propose colourful wheels to spice up a black trolley bag but coloured wheels are prone to look unpleasant with wear and tear, says Zappa.
“It’s basic but every single thing matters to us at Bric’s,” she says, adding that when this happens, they always forget the ideals and go back to basics.
“We try to play up other elements instead, like the shapes, colours of materials, trimmings, handles. We study the components like the wheels, and how to fix the details and core materials in order to offer the best after-sale service. In luggage, durability is crucial and maintenance is the key.”
It takes a minimum of six months to design and produce new or renewed collections at Bric’s. And the most challenging factor is in cutting the material.
“We’re dealing with leather and expensive materials and precise cutting is very important to get a good product,” she says.
PINK TROLLEY BAG
The fashion sense is added only after the technical details are carefully determined, says Zappa. The Italian flair for up-to-date trends as well as the country’s natural landscapes and unique architecture have a major influence on Bric’s designs.
She adds that having women on the designing team has indeed influence Bric’s collections, making the products more fashionable and appealing to their customers, especially women.
For instance, its latest collection, Bellagio, a range of hard-cased luggage in pink and red, is doing well in the market.
She says: “The idea was crazy, and many didn’t believe that it would sell. However, customers who walk into a Bric’s store always expect something different. And who would miss a pink trolley?”
Besides colours, Bric’s also banks on the types of materials, details and accessories to make luggage and travel bags trendier whilst retaining classic and signature specifics.
The company also ensures that each piece can be mixed and matched with pieces from other Bric’s collections.
“We make leather bags enriched with suede effects and pay attention to the details such as trimmings. We also offer finely crafted leather bag tags, hangers and transparent covers as accessories.
“We understand that customers who buy our suitcases and bags would want to show off the fine craftsmanship and designs, and such add-ons are specifically for that purpose,” she explains.
FAMILY VALUES
Bric’s is now run by Mario Briccola’s children — Roberto, Mariangela, Attilio, Giovanni, Pietro and Beatrice — and emphasises teamwork based on tradition, innovation, personality and elegance. For the siblings, the spirit that “I am not alone, I have a team” is a fundamental part of the business.
In charge of sales and marketing, Attilio says the values have inspired them in their product ideas and work ethics.
“The values shape Bric’s unique identity or image. We can have many collections, but not without one common ‘Bric’s face’,” he says.
“It’s important that customers recognise that image or character to build brand loyalty, and for us to tackle the global market.”
It has made its presence in Malaysia because it believes in the market potential here.
“It’s a melting pot of culture and that uniqueness has attracted tourists and frequent travellers, our main customers,” says Attilio.
Roberto, the managing director, says making luxury products with impeccable Italian taste sets them apart from the competitors.
“Actually, we like to think we have no competitors because we are different. We always innovate and ensure that our products remain timeless,” he says.
“We do not mass-produce and we make products to be appreciated by modern travellers who look for practicality while maintaining style and elegance.”
Functional travelling
THE vintage-looking Bellagio is Bric’s latest collection and it recalls classic travel bags and the tradition of elegant travel trunks.
It is is recognised by its vaguely square shape with a somewhat retro allure, enhanced by leather details like straps that characterise the front frame and cover the corners.
Made from high-performance polycarbonate, the suitcases have Japanese wheels (where one can just replace the roller without changing the whole wheel unit), a convenient and ultra-light tow, a new Tsa lock, and leather-coated handles.
The inside is designed to satisfy the need for neatness, comfort and lightness. The whole structure has a soft lining. Both compartments are fitted with a zipper and hooks respectively to allow perfect arrangement of items and clothes.
Five colours are available: Cream, pink, red and olive green with brown leather trimmings, as well as black matched with tone-on-tone leather.
Bric’s is available at selected Cuir Boutique outlets, Eraman@Malaysian Airports and Parkson Pavilion. Details atwww.brics.it