MILAN — Alberta Ferretti is adding her own personal touch to her first online store, powered by Yoox and unveiled last week.
In a unique move for online stores, the designer will provide styling advice to the site’s most loyal customers. Ferretti told WWD she wanted to build “a direct relationship that can be stimulating” for both herself and her customers. “I target contemporary women and I find it extremely interesting to be close to my customers, whom I love to advise and who are, for me, a very important source of inspiration.”
Based on data gathered over time and previous purchases, the designer will contact her best customers and offer design previews and propose looks that fit the shopper’s profile.
Ferretti has opted to launch online stores for her signature and Philosophy lines at the same time. Clothes, accessories and fragrances for both brands are accessible in 52 countries around the world, including in Europe, the U.S., Japan and the rest of the Far East.
Ferretti underscored the “immediacy, fun, freedom and dynamism” of an online store; the radical change in consumer habits, and the fast pace of the fashion industry. The designer said the Internet has become a retail channel that is complementary to brick-and-mortar stores, and noted that the potential of the online store lies in its distribution and its ability to communicate globally with consumers.
Yoox, founded by Federico Marchetti in 2000, controls multibrand stores Yoox.com and Thecorner.com, and manages online stores for fashion brands such as Dolce & Gabbana, Emporio Armani, Moschino, Jil Sander and Roberto Cavalli, among others.
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