Interview with Vente-Privee

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Management of Fashion and Luxury Companies

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Università Bocconi

Management of Fashion and Luxury Companies

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Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts. Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition vs. innovation, expertise vs. experimentation, casual vs. stylish; in order to increase the brand value by nurturing the brand heritage and at the same time staying fresh, relevant, and contemporary in the global marketplace. Topics such as the impact of new retail channels, new media channels, and new business declinations for the brand and emerging markets will be discussed in the course.

À partir de la leçon

Retail Identity and Retail Management: the Customer’s Experience Within a Mix of Channels. The Future of Fashion E-tailing.

In a world where geographical boundaries are physically and virtually evolving, companies need to be able to manage their international presence without losing their identity. There are a number of elements that need to be taken into account when planning retail strategy. Traditional distribution channels evolve while new channels enrich the scenario. This is also our last week of the course. At the end of it you will have the second QUIZ (40% of the final grade) covering module 4 and 5. Also in this case be sure to listen to all lectures and interviews, and to read all the slides to prepare yourself properly. Once you have done with this second quiz, you can move to the FINAL TEST.

Case Study: DSQUARED24:19

Interview with Vente-Privee4:26

Rencontrer les enseignants

Erica Corbellini
Director
MAFED - Master in Fashion, Experience and Design Management
Stefania Saviolo
Director
Luxury & Fashion Knowledge Center - SDA Bocconi

Hi everyone. We are at Vente-Privee Milan, and

we are here with Federica Beneventi, a PR manager for Vente-Privee,

and Andreas Schmeidler who is a country manager for Italy.

We are going to ask them about the evolutions of online channels.

Tell us a little bit about how the channels are evolving and

then we will talk about Vente-Privee.

If you have to talk about Europe, you have to make some differences between countries.

There are some countries in Europe like

England, France, and Germany which are much more developed than Italy;

this we have to say in firstly.

Italy is growing and in my opinion it's like a bomb that has to explode.

In the next year it will really

grow. I hope that the numbers will be similar to that of these other countries;

this is the first thing.

Anymore, online is a new channel of distribution which is

absolutely complementary to the retail of online shops,

outlets, and traditional distribution of all brands.

This is the basis upon which we develop our business model and our mission.

Thank you very much Andreas.

Federica, what about the business model of Vente-Privee,

what is the innovation brought into the business by this company?

The most important thing that Vente-Privee understood is that image for

brands is becoming more and more important,

and this is also the case for luxury brands.

What we understood is that we would like to help

brands transfer their image and products and

sell them in a proper way without wasting their image,

also to create a new and complementary way to sell their brands.

Okay. Last but not least, what are the prospectives of Vente-Privee,

and more generally online channels in the future?

We say, as our founder says that there is no “e-commerce,”

there is no “m-commerce,”

we talk just about commerce.

What is changing now is the consumer occasion,

so what we would like to do in the future for Vente-Privee is to continue our

business of course, of serving brands, but to be more and more

like a portal, a point of reference for our customers and for our brands.

What we can see now as a new trend is of course mobile.

It's very important because it can boost e-commerce access.

So this could be, in the future, one way to be more and

more present abroad, and here in Italy.

In addition to this, I would say as well, especially for Vente-Privee, one of its

major functions is to help these brands to internationalize their brand awareness.

Of course we can export through a huge communication and huge traffic,

which every single morning arrives on Vente-Privee, their brand awareness.

This is one of the major reasons why most of the brands work with us

as well.

When a brand says I want to go abroad, I want to start getting

in touch with the French market or German market where it's hard to make it,

it's very hard to make it, maybe Vente-Privee could really be

helpful for this type of mission.

Thank you very much.

We understood that actually the online channel is not only about

e-commerce and sales, but more and more it also has to do with brand building,

with the building of image and awareness.

So thank you very much, Federica and Andreas and good luck to Ventee-Privee.

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