Reda proves to be a company that is highly attentive to contemporary trends and ready to listen to its target. This is why in 2007 it commissioned the research institute Future Concept Lab to conduct a qualitative-quantitative study to sketch the profile of the modern gentleman.
The Biella wool factory set out to compare its values with those of its reference market consisting of men who wear expensive fabrics made up into garments by major designers. The survey showed that the concept of gentlemen has not waned in today's society, on the contrary: most of the interviewees conceive of themselves as gentlemen. You are not born a gentleman; you become a gentleman and most of the men surveyed believe “it is a matter of upbringing”.
The profile of the modern gentleman starts from within: first and foremost it is a man who is ethically correct, who believes in respect, courtesy and being helpful toward others.
Aesthetics is a direct consequence of the inner dimension and is expressed with an innate and discreet elegance. Gentlemen prefer classic apparel without forgoing a touch of creativity. A “natural gentleman” can be described as: spontaneous and authentic, one who always wears the right clothes for the right occasion and feels perfectly at ease in them. A central element of his wardrobe is a tailored suit because a unique suit made to measure is an absolute must.
The results of the survey showed a basic congruence between the values Reda has always held high and the values of its target, which according to the president of Future Concept Lab Francesco Morace is “an increasingly important key to impressing a brand and its products in the memory of the market." Morace explains, "In a world that is increasingly globalized, touching a fabric made by a company with over a century of history means not only honoring yourself with a precious and attractive article but embracing all the concepts and principles woven into the wefts of the yarn”.;.