how luxury brands are embracing digital transformation - arabnet riyadh 2015

HOW LUXURY BRANDS ARE EMBRACING DIGITAL TRANSFORMATION

From offline and in-store to evolved digital, mobile and smart devices, FiloBlu helps companies integrate the entire shopping experience with a seamless approach, always placing the brand at the centre of the project and partnering with the client to identify the best business model to achieve a perfectly integrated omnichannel strategy for B2C and B2B.

Today’s connected consumer demands a consistent, personalised, on-brand experience, at every touch point, anytime and anywhere.

WHO WE ARE.We focus primarily on the brand and its digital strategy and assist our clients in managing the activities connected to the launch and development of their e-stores with an omnichannel approach at the forefront of the latest technology and innovation trends.

RELEASED PROJECTS

100+CORE TEAM

70+MILLION OF €

turnover on systems created by us

60+ORDERS MANAGED

everyday

2500

HQ: VeniceOffices: Milan, New York, London, NaplesOpening Offices in Hong Kong, Moskow, Riyadh

LUXURY E-RETAIL MANAGEMENT.

A HOLISTIC STRATEGIC APPROACH.The digital economy is entering a new era that presents unprecedented challenges for all CEOs. This has given rise to new opportunities for luxury brands that request a new approach to e-Retail management.

Through the selection of meaningful case studies, we will present how fashion brands of the calibre of Santoni, Maliparmi and Philipp Plein are embracing digital transformation through a radical cultural shift and a seamless strategic approach to omnichannel retailing.

INSOURCING

Retail & Online Store Management

Creativity, Design& Digital Production

Hosting &Technical Support

Strategy & Planning

Project Management

Technology &System Integration

Legal &Financial Services

Logistics

Performance, reporting& KPI

Communication &Digital Marketing

Customer Care

FULL- OUTSOURCING

CASE STUDIES.

FOCUS ON.

www.santonishoes.com, www.santoniforamg.com, www.iwc.santonishoes.com

www.santoniforamg.com/gt/, wwwsantonifotamg.com/a45/, www.g63.santonishoes.com

In 1975, Andrea Santoni, thanks to his intuition and passion for footwear, founded the Santoni footwear haut-de-gamme laboratory.

The Fashion House, now led by his son Giuseppe Santoni, has become, over time, an icon and one of the best known Made in Italy luxury brands in the world.

The refined creations of the Men and Women collections, are unique works of fine art and of a craftsmanship which avails itself of centuries-old techniques such as Patina.

Now the Fashion House has single-brand boutiques in the most important cities in the world (Rome, Milan, Paris, New York, Tokyo, Moscow, Shanghai, Hong Kong), over 500 employees and a turnover above the threshold of 64 million euro.

2012THE LAUNCH.

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In 2012 Santoni entrusted FiloBlu the design, implementation and launch of its online boutique project.

It is the company’s first approach to the digital world with its decision to open an e-commerce channel as a test of the medium’s potential.

Stores and stocks dedicated to the online sales are inaugurated.

In this phase, the main focus is on the product and the retail business strategy is driven by the international multi-brand logic.

2013 - 2014THE EVOLUTION.

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In 2013 a long and important evolution process of the entire project begins.

The brand, thanks to its partnership with FiloBlu, appreciates the value of the medium and how important it can be, from a strategic point of view, for the expansion of its market and the increase of both its brand awareness and brand identity.

Investments subsequently increase and the e-commerce establishes itself as an independent sales channel on the official brand’s website: experience combined with e-commerce.

A specially designed, long-term, retail strategy is tailored with the intent of intercepting unspoken demands and a strategic approach to buying is adopted.

2015CONSOLIDATION.

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2015 is definitely the year of consolidation of the project. The e-shop becomes the main touch-point of the Santoni customer and the transformation in the direction of multi-channelling begins:

· Home Page Restyling and focus on collaborations such as AMG, IWC, Rubelli · Launch of the new online store in the US · Launch of the Configurator for bespoke products

Furthermore, FiloBlu becomes partners of the brand also with regard to the online communications. A new integrated Social strategy and a Digital PR project are conceived with the involvement of fashion bloggers, influencers and international Instagrammers.

RESULTS.

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SALESTOTAL TURNOVER: +85% in the period from March to December 2014 compared to the same period in 2013. 2015 confirms the positive trend of 2014.

INTERNATIONAL TURNOVER GROWTH: 129% in 2015 vs 2014 CONVERSION RATE: +48% in FW15 vs FW14

WEB MARKETINGROAS: +110% in 10/2015 vs 10/2014SESSIONS: Steady traffic growth in activities generated by SEO: +22% of sessions in October 2015 over the previous year.

COMMUNICATIONNEW FACEBOOK LIKERS: + 10.34% *NEW INSTAGRAM FOLLOWERS: + 11.05% *FACEBOOK ENGAGEMENT: + 77.58% *INSTAGRAM ENGAGEMENT: + 23.95% *

* the data refers to the period from September to October 2015 compared to the previous period

2016NEXT STEPS.

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Omnichannel: e-commerce and physical store integration with “in store” purchasing by means of an Ipad; integration of online and offline communications for an integrated Brand Strategy; free “in store” product return.

Marketplaces: identification of new sales channels / tools.

New countries: opening of new international markets (China, Singapore).

B2B: dedicated platform for Wholesale and Retail.

US MARKET.

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To further enhance the online presence of the brand and meet the needs of its customers/potential customers in 2015 the new online store, addressed only to the US market, is inaugurated.

The key elements of the project designed and implemented together with FiloBlu are:

· Dedicated product buying, exclusive online catalogue;

· Easy and free Returns in store;

· Dedicated customer care service; · Duty free and reduced shipping costs; · Dedicated Stock and Warehouse

THE CONFIGURATOR.

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2015 sees the birth of another major project: the Configurator.

The objectives are: · to strengthen the iconic elements of

the brand, · to reaffirm the value of the brand, · to offer an exclusive online service to

its customers.

FiloBlu has designed and developed every aspect of the project.

It has also implemented a digital strategy for the launch of the configurator involving, among others, fashion bloggers, influencers and International Instagrammers.

FOCUS ON.

www.maliparmi.it, www.maliparmi.com/corporate/tessuto-della-memoria

In 1977 Marol Paresi founded Malìparmi, a handmade bags and jewelry manufacturer brand.

Thanks to Anna Paresi, Marol’s daughter, the brand becomes a company.

1980 saw, in fact, the launch of the footwear collection followed in the year 2000 by that of the “clothing line” which today represents 60% of total revenues and which completes the Malìparmi offer by focusing on the total look for a contemporary, cosmopolitan and feminine woman.

2014THE LAUNCH.

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In September 2014 the new Malìparmi e-shop is launched.

The website designed and developed by FiloBlu perfectly interprets the brand values and objectives: brand awareness, loyalty, storytelling.

Of particular importance is the integrated section Shop by Look + Lookbook, which, at the same time, enables both the portrayal of the new collection of the brand and the increase of the conversion rate.

2014THE EVOLUTION.

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Immediately after the launch of the new website, the strategy devised by FiloBlu envisages decisive actions in order to strengthen the brand’s digital project:

Launch of the Social Room: A new section of the site in which the user customer is involved in the brand’s history which is narrated through the social networks.

Launch of Tessuto della Memoria: a capsule collection sold exclusively on the online shop and to which a section of the website is dedicated where we find the emotional story of the project and the shoppable products.

New Lead generation campaigns: which focuses on the Facebook fans to increase the database newsletter subscribers.

2015CONSOLIDATION.

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The key objective of the year 2015 is Customer Retention which is achieved through various marketing initiatives, including: Private Sales and Flash Sales.

Moreover, FiloBlu, thanks to its understanding of the brand, provides in defining, together with the customer, a new strategy in order to expand its target audience. Thanks to this choice an increase of the customer user 20-35 year age group has been recorded (the target audience of the brand is 30-55 year age group ) and sales also increasing.

At the same time, in 2015, Virginia©, the new icon bag of the brand, and the new section Shop By Look are launched. In both cases, once again, the integration between storytelling and commercial needs are at perfect balance.

RESULTS.

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SALES

TOTAL TURNOVER: +108% in 2015 Vs. 2014

ORDERS: +91% in 2015 Vs. 2014ITEMS SOLD: +107% in 2015 Vs. 2014

INTERNATIONAL TURNOVER GROWTH:+55% in 2015 vs 2014 CONVERSION RATE: +61% in 2015 Vs. 2014

WEB MARKETING

SESSIONS: +28% in 2015 Vs. 2014

ROAS: +10% in 2015 Vs. 2014

2016NEXT STEPS.

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B2B: dedicated strategy and interface for Wholesale and Retail.

Omnichannel: expand the retail strategy, increasingly focus on the integration between online and offline;

Affiliation & Marketplace: devise a foreign market strategy for overseas sales, particularly in countries where the brand has no offline presence and therefore reflecting a weak brand awareness;

Outlet Online: design and develop a channel dedicated to “must have” clothing and accessories of past seasons.

TESSUTO DELLA MEMORIA

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Tessuto della memoria is a project born in 2010 which goes in an environment and ecology friendly direction.

The project reuses iconic historic fabrics and assembles them in a new patchwork that mixes patterns and colors in an ironic and visionary style. Fabrics of past collections are selected and combined to create garments and accessories in limited editions.

In 2014 the project was launched online and FiloBlu defined a launch strategy with the customer which included:

· The development of a dedicated section on the website with strong emotional and storytelling values without disregarding the sales targets associated with the project,

· Dedicated DEM dispatches.

VIRGINIA®

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Virginia® is the new Malìparmi family story. It is the story that unites three generations of women, Virginia® is the new, and iconic product of the brand.

The launch has taken place this year but the brand will continue to focus on the product also in 2016.

Again FiloBlu helped the brand in the creation of a digital launch strategy, in particular through the development of a new website category. A section dedicated to Virginia® that conveys its most emotional aspects and presents the product in an experiential manner interpreting the company’s desire and the very essence of the project.

FOCUS ON.

www.plein.com, www.creamdellacream.com, www.b2b.plein.com

The Switzerland-based luxury fashion brand was founded in 2004 by the eclectic designer Philipp Plein.

Uniqueness, passion and exclusiveness shine through in Philipp Plein’s creations, which stand out thanks to their unconventional vision of luxury.

The ultra-contemporary designs are Made in Italy and feature sophisticated materials and irreverent collections.

They are endorsed by big names such as the supermodel Naomi Campbell and chosen by celebrities of the calibre of Beyoncé, Nicki Minaj, Snoop Dogg, Rita Ora and the footballer Mauro Icardi.

BRINGING DIGITAL AND TRANSFORMATION TOGETHER

A CHALLENGING PROJECTMAIN FEATURES:

· 3 portals (the main B2C store, the Cream della Cream luxury outlet and the B2B portal for retailers and wholesale customers), 16 markets, 125 countries, 7 price listings, 4 currencies, 7 languages (including Russian, Mandarin and Cantonese), 2 teams (Headquarters in Switzerland + localized Russian team)

· seamleass integration of multiple warehouses (headquarters, retail stores, e-commerce) in order to optimize flows and stocks

· a customer-centric project (“Around You. Everywhere. At any time”): the user’s shopping experience is fully customizable with the aim to achieve an authentic one-to-one omnichannel engagement

· a fully customized experience for the Russian market: the Russian market is

managed as a customized project by a dedicated team, who is responsible for tailoring payments, sales terms and conditions, specific details and customer care

· 360° views of the products

· implementation of a “Stop Fakes” area where users can enter links to external sites selling Philipp Plein products and check whether they are authentic

AND MORE.

FiloBlu is partner of IGS, the first italian Multibrand e-Boutique customized in Arabic language and local currencies targeting exclusively Middel Eastern consumers.

IGS aims in particular to eliminate the delay in the new collections arrival to the Middle East compared to the European launch.

E-GLAMOURING ARABIAOUR CHANNELS - B2C

IGS offers to its partners a new trade network and high visibility in the Middle Eastern market. Moreover it gives them the opportunity to build their own brand awareness by increasing both the brand’s value

and the turnover with a limited investment.

First in the Italian market and accross GCC, live in 9 countries & on mobile

with an Arabic content of latest Italian collection & pre-order items directly

from brands to customer.

In record time group name Widespread in Italy & ME

40 Exclusive Brands Contracts covering all GCC, Egypt, Jordan &

Lebanon.

In just 1 month 18000 e-Consumers from GCC registered to our website & 50.000 followers so far and mentions

on main newspaper and twitter accounts

All procedures set down (Merchandising, IT, Web Marketing,

Store Mgmt, Logistics, etc..) and Strategies designed to fulfill the MENA needs and Italian brands

e-Trade vision.

INSTAGRAM+21.3K

FACEBOOK+16.4K

TWITTER+10.2K

COMPETITIVE ADVANTAGESVERY HIGH ADVANTAGES

ARABIC CONTENT &DEDICATED OFFERING

TIME LAPSE &CURRENT COLLECTION

Thanks to our multicultural team and continuous research we developed a deep knowledge about:

Local trendsArab customer habits

Occasion of usePurchase behavior

Attractive Look & Feel: graphics, colors, images,…

We carry on updating our researches about the Arab market through:

Customer segmentationMarket studies

New technologies and Social Media studiesWeb testsInterviews

We have an advantage of 60-90 days over our Arab competitors:

We have new collections available 90 days before before arrival in ME Seasons are different in the GCC: they are

postponed of 60 days than in Europe, this means that, even discounts are postponed, italian brands has at least 60 days to

continue selling at full price.

The Time Lapse Advantage has to be seen in addition to the disadvantage of ME boutiques behavior, which are used to

choose their selection:Buying only what they are sure to resell

Choosing past collections (cheaper than new collections) Buying on stocks Buying Chinese productions or fake products

No trust in local resellers

EUROPE ADVANTAGES MENA ADVANTAGES

Focus onME

ItalianFashion

WideChoice

Base inMilan

Sourcing

High EndItems

PreOrder

CurrentCollection

DropShipping

Trendy

B2B

ShoppingBehavior

KnowHow

LocalCustomer

CareSaudiBase

SocialMedia

in Arabic

CashPaymentOption

ExclusiveContracts Exclusive

Contracts

Thank You for Your Attention

FILOBLU S.R.L - Venice - Milan - London - New York - Naplessales@filoblu.com - filoblu.com