Milan – With a history spanning more than nine decades, Luisa Spagnoli knows a thing or two about the ever-increasing fashion needs of women.
A few seasons back, the Umbria-based, family-run business is carving out a new image, in line with the times and catering to a younger generation of dynamic and digitally savvy customers.
Since last September, the brand has presented its collections with runway shows during Milan Fashion Week and a more youthful vibe ran through their most recent efforts, admits Nicoletta Spagnoli, the company’s chief executive officer, president and creative director. Those were accompanied by vivid colors and an eclectic undercurrent, the result of a renewed focus on Millennials and Gen Xers.
The Fall 2022 ad campaign, shot by lvaro Bemud Cortés, shows that more youthful spirit, with models Isilda Moreira and Martje Verhof wrapped in cocooning knits, different and tailored peacocks in tone-on-tone colors while exuding confidence. Huh.
“We have always been considered a fairly conservative brand, but now we aim to embrace a wider audience and tap into a younger target, while maintaining a closer relationship with our traditional customers, who have changed the way they dress compared to the past. modernized it,” Spagnoli explained.
Luisa Spagnoli Fall 2022 ad campaign.
Courtesy of Alvaro Beamed Cortés/Luisa Spagnoli
As part of this strategy, the company this month introduced a new e-commerce site that builds on omnichannel capabilities typically embraced by digital-native consumers.
“We have been seeing this opportunity for quite some time as we believe that an omnichannel infrastructure can drive our international expansion,” said Spagnoli, noting a 35 percent jump in online sales over the past two pandemic-disrupted years. increase has been observed. 2021 vs in the previous year.
The website provides customers with the opportunity to book a personal in-store shopping experience as well as shop online and avail in-store and in-store return services.
Keeping in mind the enduring expectations of the new generation of customers, the e-commerce platform will also offer various packaging options including eco-minded, plastic-free boxes crafted from FSC-approved paper. A gift box option complements the offering.
The launch of the new website coincides with the internalization of its operations, which were previously outsourced, resulting in a Nimbler distribution structure. Spagnoli noted that this will enable the brand to handle its stock more efficiently, integrated under a single management tool that includes brick-and-mortar and digital doors.
Luisa Spagnoli’s physical retail network has approximately 200 doors, including 156 directly operated flagship stores in Italy, as well as another 40 banners in key regions such as London, Munich, Düsseldorf and Poland, and elsewhere in the Middle East and Europe. local partner.
According to Spagnoli, the brand will open three new doors in the East region, a key growth driver, this summer at the Saudi Arabian capital’s Riyadh Park Mall and leaning flagship stores at The Pearl and DFC Mall in Doha, Qatar. The brand also has 63 wholesale accounts.
Originally published at Pen 18
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