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.
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)
The @cfda has shifted the dates of #NYFW, with Men’s showing on February 5 through February 7, and Women’s will directly follow, running from February 8 through 14. The preliminary schedule will be released on the CFDA’s web site in the next few days, but Mark Beckham, VP of marketing for the CFDA, revealed that @rafsimons will be back to close the men’s-specific part of the week with a show on February 7 #wwdfashion (📷: Kelly Taub)
@ferragamo is introducing a new space dedicated to the development of women’s and men’s leather good samples. The laboratory, which is created eco-friendly materials and designed to reduce the environmental impact of the manufacturing processes, will allow the company to expand its accessories offering through traditional artisanal approaches. #wwdfashion (📷: @aitorrosasphoto)
How does a “regular, degular, schmegular” girl from the Bronx, N.Y., become a Grammy-nominated artist with a certified platinum record in less than a year? Call it the @iamcardib come up. The 25-year-old has become a musical sensation, and the fashion world is taking note. “If I could describe her style I would say drama. She’s really into the dramatics,” says Cardi B’s stylist @kollincarter. See how Carter styles her bold and out there looks with the link in bio. #wwdfashion
“There is no formula. There is no guideline. I can watch Ted Talks all day, but there is no one who can advise me on exactly what it is I should be doing,” said @ronniefieg, CEO of @kith, in an interview with WWD’s @ariahughes at the brand’s new SoHo office in Manhattan. Head to WWD.com to see how Fieg went from hanging out in shoe stockrooms at 13 to building his own business. #wwdfashion (📷: @weston.wells)
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion