LuisaViaRoma has doubled down on its omnichannel experiences. The global retailer announced huge gains in web site conversions, revenue secured from e-mail campaigns and post-purchase conversions through deploying Emarsys’ marketing platform.“The value of our engagement with Emarsys is based on significant ROI achieved from the personalization and omnichannel experience that their platform provides. Optimization through additional embedded AI capabilities has only contributed further to this success,” said Nicola Antonelli, head of marketing at luisaviaroma.com. “Initial Web Channel campaigns have generated impressive results, including interaction with 100 percent more pages per session and 150 percent longer sessions. This resulted, most importantly, in a conversion rate 400 percent higher than before we implemented Emarsys Web Channel on our web site.”Selling more than 600 brands through its e-commerce channel, delivering a personal touch to its approximate five million monthly visitors was of high priority. With Emarsys’ Send Time Optimization, LuisaViaRoma was able to strategically time e-mails to land in a shopper’s inbox when they were most likely to be perusing their messages.Enabled by Emarsys’ latest technology, AI-optimized Web Channel solution, its web site conversions increased by 400 percent. “The new solution transforms their web site into a highly personalized communication channel that is natively integrated into their omnichannel experience,” an Emarsys spokesman said. “By targeting and treating web site visitors differently with personalized content and offers, based on a clear understanding of their loyalty status through the CRM and real-time data, LuisaViaRoma is now able to unlock the true value of their website.”To improve consumer experiences even more, LuisaViaRoma has used the solution-provider’s CRM system, Predict. Customer profiles are devised in order to cater to specific spending patterns to discern what products are most relevant to each shopper.“Our goal as a company is to create a prestigious shopping experience for customers — and that needs to come across in all our interactions. Unfortunately, a one-size-fits-all approach in our email marketing wasn’t engaging people and was hurting our revenue,” said Marco Ritratti, CRM manager at LuisaViaRoma.com. “Using the Emarsys platform to add the personal touch to each newsletter is clearly resonating. We’ve seen interest from customers skyrocketing, with a direct business impact. Increasing revenue from our e-mail campaigns by 900 percent means they now contribute to 10 percent of our overall revenues, compared to one percent before.”In order to maintain its luxury branding, LuisaViaRoma deployed numerous strategies to feed into one final goal: the delivery of premium customer service across all of its channels. Consumers are notoriously brand disloyal — to secure return patronage, retailers and brands that incorporate heightened, intuitive omnichannel experiences informed by comprehensive data will be able to survive the unsteady market landscape.More from WWD:Influencers Aim for Full-Time Status, Prefer Instagram to SnapchatGap Widens Between Consumers, Retail Omnichannel ExperiencesReport: Consumers Exhaustively Research, Plan Purchases
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast