Product strategy
In 2010 15 million items were sold, with a turnover of more than Euro 214 million at 31st December 2010.
The products, which cover a wide range of consumer target and sold with an excellent quality/price ratio, are created to satisfy the requirements of the whole family and in particular of women with an eye to fashion trends who, as well as being consumers, are often appointed the task of purchasing products for men and children.
As well as to the three main collections, underwear, nightwear and beachwear, there are also the beauty (2009) and make-up collections (2011).
Tutte le collezioni sono declinate in due linee:
- Seasonal collections, renewed more than once during each season.
- Basic collection, unchanged over time with small changes determined by seasonality of consumption.
Yamamay is also a world for men. The Yamamay stores are in fact furnished with an extensive men’s range, clearly identified by a change in the shape and color of the furnishings, which include items designed according to the latest fashion. Finally, Yamamay is the first chain in Italy to present a range for children (ages 4-12) that pays particular attention both to fashion and to the quality of the fabrics.