YamamaY, the Italian brand known for its underwear, clothing, and swimwear, began its journey in Georgia fourteen years ago. The brand aims to provide customers with stylish, innovative, and comfortable clothing. It is now set to open new branches in Batumi, a resort city on the Black Sea, and in the capital city, Tbilisi.
As YamamaY continues to innovate and grow, it remains dedicated to offering stylish and functional swimwear and underwear, solidifying its position as a leader in the fashion industry.
As a newcomer to Georgia’s Golden Brand Awards, we present an interview with Elene Baratashvili, the Director of YamamaY Georgia.
Q. In the category for “Men’s and Women’s Underwear, Swimwear,” YamamaY Georgia won the Golden Brand award. What does this recognition mean to the brand, and in your opinion, how did you earn this distinction?
A. Receiving the Golden Brand award is a significant milestone for YamamaY, as it reflects our commitment to excellence and innovation in the fashion industry. This recognition is not only a testament to the hard work of our team but also highlights the trust and loyalty that our customers have placed in us.
Positive customer feedback is crucial to our brand. We consistently strive to understand our customers’ needs and preferences, ensuring that every piece we offer aligns with the highest standards of quality and comfort. The successful combination of these elements – premium materials, stylish designs, and adherence to contemporary trends – has allowed us to set ourselves apart in a competitive market. Ultimately, this award highlights our dedication to customer satisfaction and our aim to keep advancing in both style and functionality.
Q. Can you tell us about the brand and when it first started in Georgia?
A. YamamaY is an esteemed Italian brand that was established in 2001, with a vision to revolutionize the production of swimwear and underwear. Over the years, the brand has expanded its reach to 36 countries, boasting around 1,000 stores worldwide, which underscores its global impact in the fashion sector. As a leader in the production of women’s and men’s swimwear and underwear in Europe, the brand has gained recognition for its high-quality products that harmonize style and functionality.
YamamaY’s journey in Georgia began fourteen years ago, and since then we have made it our mission to provide customers with innovative, comfortable, and stylish offerings. In addition to our core range, we are actively developing a training line that utilizes cutting-edge materials designed to enhance comfort and performance, further establishing YamamaY as a leader in fashionable and functional swimwear and underwear.
Q. YamamaY offers a diverse range of products for both men and women. How do you select the collections to put on our market, taking into account the tastes and preferences of local consumers?
A. Understanding the nuanced tastes of Georgian consumers is paramount to our selection process. We recognize that they possess a refined sense of style that appreciates both elegance and comfort. To cater to this, our stores showcase a thoughtfully curated selection of our best-selling models, which consistently resonate well within the market. Our team conducts extensive research into local trends and consumer preferences, informing us of what styles, colors, and patterns are most appealing. Moreover, we prioritize quality craftsmanship in every collection, ensuring that our products reflect the values of durability and luxury. This dedication empowers us to represent a nation with exceptional taste and further strengthens our brand’s connection with the local audience.
Q. What can customers expect when they enter a YamamaY store, and how do you create a welcoming atmosphere?
A. When customers enter a YamamaY store, they can expect an inviting atmosphere characterized by warmth and professionalism. We believe that a positive shopping experience is foundational to customer loyalty. To achieve this, our knowledgeable consultants provide personalized consultations tailored to individual needs, ensuring that every customer feels valued and understood. Our staff undergoes rigorous training sessions weekly, covering the specifics of our diverse collections, product features, and latest trends. This enables them to effectively recommend items that suit various styles and preferences.
Our stores are designed to be beautiful and comfortable, enhancing the overall shopping experience. From the moment a customer walks in, our goal is to create an environment where they feel welcome and excited to explore our products.
Q. How many locations do you currently have, and where are they? Do you have plans for expansion?
A. Currently we have a branch located in the Saburtalo area of City Mall, which has become a popular shopping destination for locals and visitors alike. Unfortunately, our branch at 33 Chavchavadze Avenue in Vake district was closed this New Year due to a fire that affected the entire building. We are actively negotiating a second branch at a different location, which we plan to open by September. This new site will allow us to reach a broader audience and provide our customers with even better accessibility.
We have exciting plans to expand our presence by opening a branch in the vibrant city of Batumi, known for its tourism and growing market. This will enable us to tap into a new demographic and bring our quality offerings to more customers.
Q. What is the level of competition in the market, what niche do you occupy, and what are the competitive advantages of YamamaY?
A. The competition in the market is notably high, as it is in many fields, with numerous brands vying for consumer attention. YamamaY occupies a niche that emphasizes quality, innovation, and exceptional customer service. One of our significant advantages is our unwavering commitment to high-quality materials and craftsmanship, which sets us apart from many competitors. We continuously seek feedback from our customers, and when they express sentiments such as, “I haven’t been able to wear your products out in years,” it reinforces our dedication to delivering lasting and satisfying experiences.
Another advantage is our service. Customers who visit us will remember our friendly and professional consultants.
Q. How do Georgian customers respond to the brand?
A. The response from Georgian customers has been overwhelmingly positive, which is incredibly gratifying for us as a brand. Our efforts to deliver quality products and excellent service have resonated with our audience. We are proud to have received the prestigious Golden Brand Award in our category, which stands as a testament to our success and the trust we have built within the community. This award not only reflects the enthusiasm of our customers but also motivates us to keep improving and innovating. The positive feedback and loyalty we’ve garnered encourage us to continue striving for excellence and to deepen our engagement with our customers.
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