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Digital sales, a new strategy for fashion

Post-Covid fashion companies focus on digital sales and new services

After the second economic slowdown due to the Covid emergency, Italian fashion companies are launching new digital sales methods and new types of services. The common goal is to witness a recovery in the market in the shortest possible time, also adapting to the requests of users and above all to the different way of approaching their purchases. In fact, according to what was found by Pwc’s 11th Global Consumer Insights Survey, fashion is among the sectors in the lead for the loss of sales volumes, but it also highlighted that 86% of consumers have purchased a garment online in the last 12 months.

We expect a 29% drop in turnover” commented the president of Confindustria Moda, Cirillo Marcolin. “Our role is to push companies, but also trade fairs to find new ways to continue their business by investing in digital technology” Marcolin underlined, in agreement with Carlo Capasa, president of the National Chamber of Fashion.

Digital sales fashion - Metalplus - VRM SPA

Review consumer needs and behaviors

The major Italian associations in the fashion sector are in common agreement in declaring that in order to witness a recovery in the market, it is necessary first of all to review the methods and networks of sales and supply and at the same time renew and review the services and products offered to come into against the new needs of consumers. Precisely in this regard, a survey conducted by Nomisma interviewing a sample of Italian fashion companies and presented during the online seminar in Florence organized by Unicredit, Pitti Immagine, Camera della moda, Altaroma, highlighted how the strategies planned to face next 12/18 months and responding to the changes generated by Covid are:

  • the reduction of fixed costs (47%);
  • the digital sales and supply (42%);
  • product innovation (26%);
  • the expansion of the range of products and services offered (24%).

Metalplus, fashion points to digital and sustainability

Sustainable mobility - Florenzo Vanzetto - VRM SPA

“We have been talking about it for some time but with what success in recent months we must focus everything on the digital sales and supplies also in the fashion sector“. Florenzo Vanzetto, owner of the VRM SPA Group, who at the beginning of this year took over Metalplus, a leading company in the production of metal accessories for fashion, agrees with the findings on a national level.

“We also notice an increasing attention of the consumer towards greener processes and products. Precisely in this perspective of greater sustainability, for a long time our company has been applying procedures with a lower environmental impact and using materials from recycled sources, research in the field of innovation” concluded Vanzetto.

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