Born as an exclusively male brand, it has evolved following the needs of the market, adding to the original collection, in the early 2000s, a women's line, Alcott Los Angeles, which now makes up 30% of the turnover. In 2015, to meet the needs of an ever-growing clientele, the Alcott Premium line was created, dedicated to a more adult and demanding male audience. Thanks to a flexible business model and synergistic work made up of research, development and production, Alcott manages to offer a new assortment of garments every week, always offering collections and micro capsules in line with current trends. The Clients Making the Brand Millenials & Centennials: young, dynamic, passionate about technology, music and social networks, they are demanding and highly communicative and represent the targeted audience of the Alcott brand. Behind every product and every store, there is a great work of research: a team of young creatives, works to develop the trends of the moment, inspired by the world of fashion, art, social networks and above all, customers, who they are the main source of inspiration. The Alcott stores, located in the main international shopping arteries and in the most important shopping centers and outlet parks, are environments designed down to the smallest detail, to guarantee an unforgettable, multi-sensory shopping experience. The furnishings are refined, studied in detail and the spaces are designed to guarantee the customer a complete 360-degree shopping experience: the collections are presented at their best, including the music of the moment, latest generation LED screens that transmit social feeds and images of the countryside and the Alcott perfume that hovers in the air, a distinctive feature of all the concept stores. Since 2016, the Capri Group has begun to work actively on a project of sustainability of the final product and of the production chain: through the reduction of the number of garments produced and the qualitative improvement of the same, the aim is to introduce a smaller number of garments. on the market so as to limit their disposal. Furthermore, the production, previously located almost exclusively in South East Asian countries, is moving to Europe and neighboring countries, with a double advantage: guaranteeing better conditions for workers and a significant reduction in emissions in transport. Safeguarding the environment is an important and urgent issue for the Capri Group and further implementations in the business model are planned in the coming years, in order to reduce waste from production to the stores.