Fashion group Aeffe takes direct control of e-tail operations again

By

Dominique Muret

Translated by
Nicola Mira

Published
Mar 27, 2018

Aeffe has changed its e-tail strategy. Following the example of many other brands, the Italian fashion group has again decided to manage internally the e-stores of its leading labels, in other words Moschino; Alberta Ferretti and the young line, Philosophy, designed by Lorenzo Serafini. The three sites were formerly operated by Italian fashion e-tailer Yoox. Last year, Brunello Cucinelli did likewise, terminating the partnership with Yoox and adopting a similar strategy.

Nowadays, the online and brick-and-mortar channels need to combine more and more seamlessly, and this new strategic direction is a must, as underlined by the Aeffe group's General Manager Marcello Tassinari in a press release: "By launching this digital project designed to exploit technological innovation to the full, Aeffe wants to optimise the integration of its physical and online sales channels, to make the dialogue between end consumers and our labels smoother and smoother, also thanks to an effective personalised service."

The new sites, more experiential and providing greater interaction between the labels and their customers, will be launched in September 2018. From a technological point of view, Aeffe will rely on Italian digital services provider Triboo, active in e-commerce and online advertising. Triboo will take care of the site design, the customer experience, the content of the revamped websites and of all aspects of digital marketing operations.

Aeffe will instead look after logistics, for which it is setting up a dedicated team. "It is a strategic choice, aimed at tapping the synergies deriving from the integration between [our] physical and online stores, offering services such as click-and-collect and returns while optimising the performance of our warehouse," said the group in a press release.

The e-store of footwear label Pollini, also owned by Aeffe, is already managed independently by the group, in partnership with Still4, and isn't involved in this internalisation project.

Through this new strategy, Aeffe is also looking to strengthen its international presence, targeting especially Asia and the USA, "where Aeffe already generates a sizeable slice of its current online sales," said the group. In China, Aeffe will work with Triboo's subsidiary, Triboo Shanghai Ltd, to support the presence of the group's labels on Chinese websites and social media.