featuring the Elena Mirò capsule collection.

MILAN Elena Mirò launched an omnichannel project on Wednesday via a partnership with Privalia, which is controlled by Vente-Privée.

The Italian label targeting the curvy customer unveiled its take on a fully digital in-store experience at the brand’s flagship on central Piazza Scala, here.

The project is part of the brand’s attempt to enhance “the fluid approach to different retail channels among different shopping occasions. We want to stand by our clients with this approach,” said Hans Hoegstedt, chief executive officer of Elena Mirò’s parent company Miroglio Fashion. “An innovation works if it reaches the final consumer, if it establishes a real connection with clients,” echoed Martino Boselli, Elena Mirò’s brand director.

Starting today, clients of the label will have the chance to buy online on a selection of around 280 different styles and pick them up at the brand’s flagship in Milan through the “click and pick-up” service or receive them at home on the same day through the “click and deliver” service.

The Milan store has also been set up to showcase 150 items of the capsule collection, which clients can discover in-store, although the actual purchase can be made online-only. The project will run until May 26. After that, the capsule collection will be available at until May 30.

“The [Milan] store becomes today the first online destination with an actual address,” said Boselli, highlighting that 70 percent of the label’s customers check the products online before going to the physical store and 44 percent of online clients asks for in-store delivery. To wit, online sales at the brand have registered a triple-digit growth season over season, according to Boselli.

Among the convenient features of the projects, Privalia’s Italy country manager Fabio Bonfà spotlighted the opportunity to try the products in-store as well as avoiding out-of-stock products. “I believe this will be the asset of retail for the future, combining on- and offline, shaping an integrated [shopping] experience, which merges the online assortment with the offline human perception,” Bonfà mused.

According to Boselli, the Milan’s flagship was the most suitable door to launch such a project considering its performance. The store has registered a 30 percent growth in sales’ volume since it opened last October.

The Elena Mirò brand currently operates 244 stores in 28 different countries and relies upon a network of 872 retailers. Along with Italy, the best performing markets include Spain, France, Germany and Russia.

Based in Alba, in Italy’s Piedmont region, the apparel division of Miroglio Group — which also controls Miroglio Textile and logistic company M2Log — produces and globally distributes 11 fashion brands for women, along with Elena Mirò. These include Motivi, Oltre, Fiorella Rubino, Caractère, Per te by Krizia, Diana Gallesi and Luisa Viola, in addition to the Ipekyol, Machka and Twist labels, which joined the company’s portfolio due to the partnership with Turkish Ayaydin Group.

In 2017 Miroglio Group invested 40 million euros to be channeled into Miroglio Fashion to develop new marketing projects, technology innovations and new retail strategies.

Spanish online retail company Privalia was established in Barcelona in 2006 offering discounted products exclusively for its clients. In 2016 the company was acquired outright by French flash sales pioneer vente-privé for an undisclosed sum.

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