FASHION E-COMMERCE SUMMIT: Imagine the transformation: whoever succeeds can fly very high

Managing complex touchpoints and facilitating customers, especially the promising Gen Z, in the path that leads to purchase – online but also offline – requires a profound transformation of companies that is cultural, even before digital. This is the common thread of the interventions of Alessandro Santamaria (vice president of La Martina), Marco Ruffa (digital transformation director di Pinko), Marco Milioli (chief marketing officer di Hyphen Group) e Giorgio Moretti (sales director South Europe di Scalapay) during the second panel of our conference, entitled not by chance Imagining the transformation: facilitators of experience.

In a period in which, in fact, the word transformation permeates every area of ​​business and of our lives, a noble brand like La Martina has decided to undertake an important turning point. About six months ago he chose Alessandro Santamaria as vice president, an executive from the digital world, having played at the top of realities such as Giglio Groupwhich creates online sites, e Italiantoucha company in charge of managing the e-commerce strategies of the brands of Group Tod’s.

“Redesigning the next 40 years of a reality with 40 years of history behind it, raising brand awareness, is my goal and that of a radically changed management team, thanks to professionals with a digital DNA”, Santamaria began. remembered how La Martina has an extremely ramified distribution and production network, including wholesale (with a presence in about 2 thousand points of sale), retail (involving a hundred single-brand stores), owned and third-party e-commerce, licensees and, to close the circle, physical and online outlets.

In this multifaceted framework, the rule is never to lose the compass but above all the sale, with the brand that must stand by the retailer “starting from the concept that the supply chain is an integrated system to be monitored at every stage, including the management of inventories of wholesaler with an ad hoc marketplace within our site. We are offering free additional services to a selection of B2B customers in exchange for brand loyalty ».

In the future of La Martina there is a flagship in Milan, “with an innovative concept that connects to e-commerce”, preceded by corners with a strong digital matrix in the department stores, which have already been active before Easter. Meanwhile Santamaria takes stock of his first six months as vice president: “We closed the winter with a + 40% over the same season of 2020 and about 19% over two years ago: I hope the future will be a beautiful day” .

«The consumer turns to hundreds of touchpoints – said Marco Ruffa of Pinko -. A challenging scenario but for this very reason stimulating, which led us already two years ago to establish a partnership with Glovo, unprecedented for the fashion sector, and which pushes us to continually explore roads that are still little traveled. For example, in a live broadcast on TikTok in China we sold products for 450 thousand euros in 20 minutes and this makes us reflect, and then we take action ».

As Ruffa pointed out, the digitization process cannot ignore the theme of training – “There is still a lot to do, starting with the sales staff” – and the exploration of innovative traceability tools, such as the blockchain, and communication, see the Metaverse, of which the concrete potentials are not yet very clear. “One fact is certain, namely that the silo management of companies is the past – said the executive -. If you do not have an overall and well-orchestrated vision, even in the processing of data, the risk is to get lost. The goal is to ensure that the consumer, at any time and on any channel, thinks about that particular brand and not about another “.

“Digital to humans” is the slogan of Hyphen Group, which since 1998 has supported the global realities of luxury and retail in the digital transformation of processes and tools for the production of brand and product content and which acts as a “digital content factory” of companies, with many of which it has built over ten-year ties: it therefore ranges from the organization of content production and post-production workflows, to the distribution of the same to the omnichannel production and sales channels.

“Our focus is on everything upstream – pointed out Marco Milioli – with the basic idea that channels, or rather containers, lose their incisiveness and above all identity if they lack effective digital content”, he explained Marco Milioli, adding: “From our software house observatory specialized in the management of digital assets we have clearly understood that with the rise of e-commerce the one-dimensional vision of digital content, essentially linked to the visual and / or marketing part , was largely outdated. There is no turning back: moreover, even B2B, on the wave of B2C, is now a great user of content ».

“Just as 3D enters the supply chain of design, style offices, product and prototype offices – pointed out Milioli – so also in the management of digital content the starting point is the integration between what is the physical product and the its augmented version in the virtual world, enriched with metadata, information, technical characteristics and much more, using advanced technology ».

According to Milioli, it is fundamental that the brands in turn know how to change their paths with a view to optimizing times and, not secondary, costs: “Some of our customers now start taking pictures already during the sell in, at least for part of the products, a phase in which in any case the contents are already of quality ».

Giorgio Moretti retraced the rapid escalation of Scalapay, leader in the market of Buy Now Pay Later, with over 3 thousand brand partners and one and a half million customers: it should be noted that the Italian fintech founded by Simone Mancini, in addition to boasting a strong online presence, it is also available instore in over 4 thousand stores. The announcement of a $ 497 million Series B round made headlines in February, which brought her into the Olympus of unicorns.

«And to think that, after starting six years ago in America and Australia – observed Moretti – only two and a half years ago the Italian companies did not know us. After a short time, the Buy Now Pay Later it has also become a necessity in the Peninsula, so much so that it is estimated that in 2025 30% of global transactions will be characterized by deferred payments ».

Scalapay’s South Europe sales director said that «we do not want to be a payment method but a communication channel, both for partners and for end customers. We speak differently to each of these two categories and the decision to partner with XFactor, but also of Fashion Room for three years”.

At the beginning, the Italian team of Scalapay was made up of five people and now it is over 200. “Our solution – Moretti pointed out – brings young people closer to luxury, customers of the future, increasing the customer base and the conversion of brands. partners in the various markets, which must also be addressed as single entities. Hence the choice, for example, to eliminate the passage of the identity card during the payment phase in Spain and to accept prepaid cards in Italy ».

Scalapay recently launched Magic, a checkout system that shortens the time between the moment of purchase inspiration and the transaction, eliminating the usual slowdown points at the time of payment and solving the main reasons for abandoning the cart. “The next challenge – Moretti anticipated – will be to create a tech hub in Milan to study even more avant-garde solutions together with developers, both for brands and for end consumers”.


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