E-commerce still has a future, Etro and Pollini explain which future it is
“Luxury goods have progressed a little slower than the new generation. And it's hard to find ways to differentiate from the competition. There's a shift in the paradigm.” Luciana FarinaGlobal E-Business and Omnichannel Director Etro, during the eP Summit 2024 event. The adoption of new technology in the fashion industry is a must when speaking to young consumers. how?and e-commerce, for example. “Sales channels can no longer be separated. Online cannot be its own ecosystem,” Farina continues. The word “hybrid” is completely overused, but the direction is omnichannel and cross channel. Pollini He agrees that digital channels are growing by 49%, thanks to the internationalization and restructuring of online platforms.
Pollini e-commerce
“We were able to increase our revenue by 49% – says Pascal Giada Palmieri, Pollini e-commerce manager (photo presentation) -. This was primarily driven by updates made on the platform and control processes set up by experts. ” The brand has historically had an older clientele, “previously the average customer was around 60 years old; Today they are between 30 and 35 years old”.
But the goal is to reach more young consumers, and using new technology is critical. “Our challenge in 2024 is to move away from the store and bring customer care to the platform.” The brand is trying to “communicate in the language of our target audience.” Although we are still in the early stages of AI, we have introduced many services on our e-commerce platform in an attempt to target a more digital generation, for example through payment systems – explains Palmieri. Not just credit cards, A more modern and up-to-date solution”.
Push to younger consumers
“Communication is mainly Instagram, to show that you have changed your style. We aim to aim at a different goal. ” The new site currently in development will be mobile-driven, meaning it is designed to be used on phones. “99% of our business comes from mobile purchases. These are the things that really make a difference.” We're focused on updating the language we use to describe our products. “The tone of my voice has also changed,” he adds. beatriz barrosFashion and luxury business consultant.
etro experience
Etro used AI to design its final advertising campaign. “We are testing it – Luciana Farina said -. I think right now we are in a bit of a hurry to use it for the following purposes. Replace complex processes. People think of AI as a tool to simplify systems and technological processes. But it cannot replace thought and knowledge about the product. make a difference. Technology tells us that we could be selling metal parts or clothing, and it makes no difference, but we know that's not true. Experiences change and we want to put our clients at the center of it. At the moment, the machine is not able to understand the difference. ” According to Farina, we need to be careful.Technology is consuming some of our strategies”.
