Weissestal interviews… Casastile!

Casastile magazine has long been a point of reference for those working in the home sector. We had a chat with its editor, Laura Tarroni, to better understand how the world of publishing is changing and how it manages to coexist with the digital innovations that now punctuate our way of life. It is also worth reflecting on the role that physical stores play in the purchasing process, as they are able to offer that added value of interpersonal relationships that is lacking in the convenient online world. 

What is the role of print magazines in today's publishing landscape? Is there still a desire to flip through the pages, or do people prefer to read on a screen?

I believe these are two different ways of consuming information. On the one hand, the web responds to the demand for quick, fast information, while on the other, print magazines satisfy the desire for in-depth analysis, but also the pleasure of reading. Not only that, print magazines "remain" on a desk, on a table, on a counter in a store... ready to be leafed through with pleasure and excitement.

And in the home decor sector? What are the main sources of inspiration and for keeping up to date with the latest trends? 

The last few years have been truly unique. Certainly, the lack of trade fairs and physical meetings has shifted attention to the virtual dimension and other forms of updating and training, but the desire for live moments remains very high. I conducted a small survey on the opportunity to organize a training meeting for retailers, and the response was immediate: there is a desire to grow and meet again.

Are online portals and social media undermining print media, or can they be integrated by combining modernity and tradition in communication?

I don't think the real issue is the medium used to convey information, but who is on the other side. Certainly, the "ease" of use of social media platforms makes them more fragile and more susceptible to the spread of fake news and misinformation. I therefore believe that the competence and value of those who provide information, in every field and through every medium, is the real deciding factor.

How has Casastile magazine managed to balance the two modes (online and offline), and where do you find the greatest interest?

For some time now, Casastile has complemented its print magazine with a website that generates a fortnightly newsletter and a presence on social media platforms such as Facebook, Twitter, Instagram, and YouTube. Speaking of social media, Instagram is definitely the platform where we see the most interaction at the moment. What we are doing is creating a truly integrated communication system where print, the web, and events and meetings complement each other to convey the "beauty that will save the world" of our industry.

The social media world is also and above all reflected in consumer habits, with people increasingly doing their shopping behind a computer screen and without human interaction. How is the shopping experience changing in the home sector?

Online sales have also grown in the home sector, partly due to the months of lockdown. This has led stores to accelerate their digital sales strategies. Many have set up e-commerce sites (even apps) or have at least used social media and WhatsApp to keep in touch with their customers, a trend that has continued even after reopening. The difference between buying on large marketplaces and on store websites is once again the store brand, which becomes a guarantee of quality and service.

What role does the physical store still play and what opportunities does it offer?

I believe that physical stores still have a social role, as well as a commercial one. We have seen how sad our cities, towns, and neighborhoods were with their signs turned off and shutters down. Stores (like medieval shops) have a cultural role in bringing people together and creating stories linked to the urban fabric. From a commercial point of view, what makes the difference, the X factor, is undoubtedly the human factor: empathy, expertise, and sales skills are irreplaceable values. Together with experience, or the ability to create engaging places that can weave stories, these are the assets of physical retail. These are assets to focus on (it is no coincidence that even the most important marketplaces have opened physical stores!).