Speaker: Christian Nucibella, Founder & CEO, FiloBlu كلمة: كيف تتعامل العلامات التجارية الفاخرة مع التحول الرقمي كريستيان نوسيبلا، المؤسس والمدير التنفيذي، فيلو بلو 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 a selection of meaningful case studies, the presentation will explain how fashion brands of the calibre of Santoni, Maliparmi and Philipp Plein are embracing digital transformation.

1. HOW LUXURY
BRANDS ARE
EMBRACING
DIGITAL
TRANSFORMATION

2. 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.

3. 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: Venice
Offices: Milan, New York, London, Naples
Opening Offices in Hong Kong, Moskow, Riyadh

4. LUXURY E-RETAIL
MANAGEMENT.

5. 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.

6. 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

7. CASE STUDIES.

8. FOCUS ON.
www.santonishoes.com, www.santoniforamg.com, www.iwc.santonishoes.com
www.santoniforamg.com/gt/, wwwsantonifotamg.com/a45/, www.g63.santonishoes.com

9. 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.

10. 2012
THE LAUNCH.
focus on

11. 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.

12. 2013 - 2014
THE EVOLUTION.
focus on

13. 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.

14. 2015
CONSOLIDATION.
focus on

15. 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.

16. RESULTS.
focus on

17. SALES
TOTAL 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 MARKETING
ROAS: +110% in 10/2015 vs 10/2014
SESSIONS: Steady traffic growth in activities generated by SEO: +22% of sessions in
October 2015 over the previous year.
COMMUNICATION
NEW 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

18. 2016
NEXT STEPS.
focus on

19. 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.

20. US MARKET.
focus on

21. 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

22. THE
CONFIGURATOR.
focus on

23. 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.

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

25. 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.

26. 2014
THE LAUNCH.
focus on

27. 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.

28. 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.

29. 2014
THE EVOLUTION.
focus on

30. 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.

31. 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.

32. 2015
CONSOLIDATION.
focus on

33. 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.

34. RESULTS.
focus on

35. SALES
TOTAL TURNOVER: +108% in 2015 Vs. 2014
ORDERS: +91% in 2015 Vs. 2014
ITEMS 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

36. 2016
NEXT STEPS.
focus on

37. 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.

38. TESSUTO DELLA
MEMORIA
focus on

39. 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.

40. 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.

41. VIRGINIA®
focus on

42. 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.

43. 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.

44. FOCUS ON.
www.plein.com, www.creamdellacream.com, www.b2b.plein.com

45. The Switzerland-based luxury fashion brand was
founded in 2004 by the eclectic designer Philipp Plein.
Uniqueness,passionandexclusivenessshinethrough
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.
Theyareendorsedbybignamessuchasthe
supermodel Naomi Campbell and chosen
by celebrities of the calibre of Beyoncé,
Nicki Minaj, Snoop Dogg, Rita Ora and
the footballer Mauro Icardi.

46. BRINGING DIGITAL
AND
TRANSFORMATION
TOGETHER

47. A CHALLENGING PROJECT
MAIN 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

48. AND MORE.

49. 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.

50. E-GLAMOURING ARABIA
OUR 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

51. COMPETITIVE ADVANTAGES
VERY 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 trends
Arab customer habits
Occasion of use
Purchase behavior
Attractive Look & Feel: graphics, colors, images,…
We carry on updating our researches about the Arab market
through:
Customer segmentation
Market studies
New technologies and Social Media studies
Web tests
Interviews
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 on
ME
Italian
Fashion
Wide
Choice
Base in
Milan
Sourcing
High End
Items
Pre
Order
Current
Collection
Drop
Shipping
Trendy
B2B
Shopping
Behavior
Know
How
Local
Customer
Care
Saudi
Base
Social
Media
in Arabic
Cash
Payment
Option
Exclusive
Contracts Exclusive
Contracts

52. Thank You for Your Attention

53. FILOBLU S.R.L - Venice - Milan - London - New York - Naples
sales@filoblu.com - filoblu.com