Piccolo Sogno or Little Dream Is Essential

¶ … piccolo sogno or little dream is essential to the marketing and the design of the products at Tod's. The objective of the little dream to both of these facets of the Italian shoe conglomerate is to present products to which customers aspire. The goal is to not make things that they need, but things that they want. In fact, the goal is to make products that Tod's customers think are actually a little bit better than themselves, so that they can push themselves and their fashion sense forward by obtaining these products.

One of the best examples of the concept of piccolo sogno as pertaining to Tod's merchandise is in the menswear that is popular among male customers in the United States. The look of this clothing is definitely "preppy" (Seabrook page with the cartoon on the top), which is related to money in the fact that people with wealth would typically dress for certain occasions in which luxury was a key component. For instance, they would wear bright colored clothing to social clubs or perhaps while engaging in an upscale activity such as crew. This clothing shows that the wearer aspires to such wealth and such social ascendency, which is part of the little dream that Tod's is attempting to sell.