#11 (it's not only) MODA -pt.I-

All Eyes On > #11 (it's not only) MODA

-pt.I-

Simona Scot

She/Her

Reading time: 5min 55sec

Speaking time: 11min 31sec

In an era where rapid changes in consumer behavior and technological advancement often overwhelm businesses, few people have managed to navigate these shifts with as much grace, insight, and passion as Simona. As a self-proclaimed -product strategist- rather than a traditional salesperson, she doesn’t sell in the conventional sense. Instead, she embodies a philosophy that is as much about listening to the consumer as it is about offering a solution that resonates with their evolving needs.

I had the privilege of sitting down with Simona to discuss her career and philosophy. What emerged from our conversation was not just a tale of professional success but a deep understanding of culture, identity, and the importance of being connected to the world around you.

To Simona, being a salesman is far from just pushing a product or service. It’s about understanding people, connecting with them, and helping them discover what they truly want. It’s about engaging them without making them feel like they’re being sold to.

"You have to get them to ask you for two things," she explained. "The price and the desire to have what you have inside their reality."

This subtle but powerful concept of engagement resonates deeply in her work. Every project she undertakes is about more than just presenting an item for sale. It’s about curating an experience, developing a strategy, and positioning the product in a way that aligns with current trends and consumer mindsets. She isn’t selling products; she’s shaping them within the context of societal change.

“The identity of each product must be treated differently. A piece of furniture is not the same as a cream or a clothing line,” she said. “You cannot think of a product in isolation. You have to understand its place within a constantly evolving society.”

Simona’s role, therefore, is more than transactional. It's deeply rooted in understanding the forces at play in the larger cultural and societal landscape. She constantly watches for shifts in consumer behavior, searching for the trends that will define the next wave of innovation.

When Simona speaks about trends, she isn’t simply referring to the latest fashion or design trends; she's talking about a shift in consumer behavior—a fundamental change in how people approach consumption.

“The consumer trend is changing,” she said, “and with that, the way we present and position products has to change too. Consumers no longer shop for products in the same spaces or with the same mindset they did just a year ago.”

It’s not just about what people buy; it’s about how they buy. Consumers are no longer looking for products merely to fill a need—they’re looking for products that fit into their rapidly changing lifestyles. This shift means that businesses must constantly reassess their strategies and look for innovative ways to capture the attention of increasingly discerning buyers.

“Think about clothing stores,” she continued. “The physical space where people go to shop is changing. People aren’t hanging out in shopping malls like they used to. You have to study how the consumer interacts with these spaces—what draws them in, what makes them stay, and ultimately, what makes them buy."

For Simona, understanding these shifts isn’t about jumping on every new trend—it’s about being one step ahead, anticipating changes before they become mainstream. She has even guided clients through the transformation of their retail spaces, helping them adjust to a changing landscape where physical and digital experiences are increasingly intertwined.

One of Simona’s most interesting practices is her focus on observation. It’s not just about reading the latest industry reports or studying market data. Instead, she immerses herself in the world around her, constantly studying the behaviors, movements, and attitudes of people.

“I like to watch people,” she said with a smile. “When I travel, I don't just visit tourist spots—I go to areas where there are a lot of people. I observe how they move, and how they interact with their environment. This is where you can see the real evolution happening.”

Simona’s approach to market research is deeply anthropological. She sees the study of society—its cultures, habits, and behaviors—as essential to understanding the ever-changing consumer mindset.

And it's not just about observing the trends that exist today; it’s about anticipating where they’re going.

We also delved into a fascinating discussion about culture, identity, and the effects of globalization. Simona spoke about the importance of maintaining cultural roots even in a globalized world:

“We’re living in a time where the concept of ‘globalization’ is often misunderstood,” she explained. “Globalization doesn’t mean that you lose your identity. It means that you bring your identity into a broader context, sharing it with others while also learning from other cultures.”

This idea of cultural preservation within a globalized world resonates strongly with Simona. She believes that the beauty of cross-cultural exchange lies in respecting and appreciating the diversity that exists in the world, rather than trying to homogenize it.

Simona’s thoughts on globalization also extend to the changing nature of society’s values, especially in terms of traditional structures like family and marriage. She shared a personal story about a conversation with a young Indian woman who was studying in Italy. Despite her family's wealth and her own academic success, she was still expected to adhere to traditional norms like arranged marriage, especially if she didn’t secure a job.

This story encapsulates the complexities of cultural evolution and globalization. It highlights the tension between maintaining one's cultural heritage and adapting to the demands of a modern world.

Fashion, for Simona, is more than just clothes—it’s a visual language that expresses identity, history, and evolution. Her passion for fashion began during her studies in Venice, where she explored the role of clothing in shaping the identity of individuals. She focused particularly on how clothing, through posture, language, and image, can signify larger cultural movements.

Her work has taken her into various facets of fashion, from haute couture to the photography behind it. She’s studied the evolution of the human figure, looking at how male and female representations in fashion have changed over time. She even worked with legendary photographer Oliviero Toscani, applying her academic research to the practical world of fashion and design.

“For me, it’s not just about trends in clothing,” Simona explained. “It’s about understanding how we as individuals evolve, how our image evolves. Clothing is a reflection of that.”

Simona’s academic journey wasn’t always linear. She originally studied economics in Venice but soon realized that her true passion lay in the intersection of business, design, and human behavior. She shifted gears, taking courses in psychology, semiotics, and aesthetics, which eventually led to a unique thesis focused on the anthropological evolution of male and female identities through clothing.

“I can’t stand non-harmony,” she confessed. “It’s not about beauty or ugliness—it’s about the harmony of everything. I apply that idea to every project I work on.”

After completing her studies, Simona moved to Milan and later spent two years in Paris working with designers like Jean-Paul Gaultier. She began her career in the world of fashion, working with photographers and designers. It was here that she first applied her knowledge of posture and image in a practical setting, helping create some of the most iconic shots in the industry.

From there, she moved into the marketing side of the industry, using her understanding of culture, identity, and design to guide companies in positioning their products for success.

Simona’s work isn’t just about personal success; it’s about lifting others up and creating spaces where people can come together and collaborate. She mentioned her desire to build a multidisciplinary environment where creativity, ethics, and authenticity could thrive.

“I want to create a space where coffee, fashion, art, and culture come together,” she said, “A place where people can come, share, and experience something meaningful. It’s not just about consuming—it’s about connecting, about finding harmony in the things around us.”

For Simona, this vision of a collaborative, creative space is the culmination of everything she’s worked toward. And while she’s made an impact in the world of fashion and marketing, her true legacy lies in her ability to inspire and empower those around her to find their own voice, especially young people and women.

As we wrapped up our conversation, I asked Simona what her view on the pursuit of happiness was .. as usual.

“Happiness isn’t about shortcuts or compromises. It’s about staying true to yourself, investing in your competence, and finding people who speak the same language as you,” she said. “It’s about building something meaningful, even if it takes time. If I can shorten the road for someone else, I will. But they still have to walk it themselves.”

Whether through fashion, design, or any other medium, she’s dedicated to helping others find their path, all while maintaining her own sense of authenticity and purpose.

Through her journey, Simona has shown that success isn’t about selling products—it’s about understanding people, respecting culture, and always staying ahead of the curve.