MILAN — Netcomm, the union of Italian electronic commerce, hosted a seminar here Tuesday called “Digital Fashion: Multichannels, E-commerce and Customer Engagement for Fashion Companies.”
Netcomm president Roberto Liscia said that while Italy had lagged behind other countries in developing online retail, the past year has seen tremendous growth in the number of customers shopping online nationally: From 2011 to 2012, Italians who said they had made some purchases on the Internet increased 55 percent, reaching 14 million by February.
Books were the top product category for online shoppers in Italy, but apparel ranked second, with an average purchase of 71 euros, or about $93 at current exchange. Key factors driving people to shop online were convenience and the credibility and perceived trustworthiness of the Web site in question.
Francesco Bottigliero, chief executive of Fiera Digitale, which manages Pitti Immagine’s e-Pitti Web site, said, “It’s fundamental to start with a brand’s own positioning,” noting that companies must develop their online presence based on a specific understanding of their strengths and their customers — and not simply what their competitors are doing. “Those who are buying think they are interacting with the brand, not with the intermediary,” he said.
Stefano Vendramini, client manager at Triboo Digitale, a group specializing in e-commerce that counts Ferrari, Tod’s, ToyWatch and Salvatore Ferragamo among its clients, stressed the need for Web sites tailored specifically to different countries. For instance, a Japanese Web site should take Japanese customers and their needs into account, rather than simply translating the Italian version. He highlighted the ways companies can grow their fan bases and then convert fans into customers and brand promoters using social media.
Other speakers included Massimo Fubini, ceo of ContactLab, a consulting company for digital direct marketing; Andrea Orsenigo, deputy director of the industry and services business unit at Sopra Group, an information technology company that helps businesses develop online platforms, and Andreas Schmeidler, Italian country manager for Vente-Privée, the French flash site.
Giorgio Bertolini, partner at the Innext consulting firm, also introduced Netcomm’s new “Go to China!” initiative, which aims to assist Italian companies in developing business in China, especially through a better understanding of Chinese shopping habits on computers and smartphones.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye