Thinking about e-commerce strategies today means reflecting on the real meaning of digital transformation as a competitive lever and as a process towards maturity: market maturity and end consumer maturity. Fashion and luxury brands are considered latecomers to the digital world and its tools compared to other markets, which grasped the competitive advantage earlier and more easily. This is because they are ‘locked’ into a mental process that made them fear that e-commerce could engulf traditional retail sales. Only by adopting the first multichannel strategies did they realise that growth was not only possible but inseparable from digital.

Created out of the need to understand how to reach consumers’ hearts, the E-commerce strategy focus will help you understand the new challenges facing fashion brands. It is not about being there, but making a difference; being found, being engaging in the dialogue with customers. Consumer expectations of the online fashion buying experience are extremely high and the fashion industry cannot ignore that. It must provide effective customer service and work on physical evidence, to make its presence felt and convey value, including through a PC or smartphone screen, eliminating the doubts and reservations customers may have about the size or fit of a particular garment.

In this focus, you will understand how to work on interconnection, to ensure that every single moment and point of contact between the brand and the consumer is relevant in the content and value it conveys. Aimed at those working in marketing and distribution at Italian SMEs, brand owners wanting to improve their sales tools, and fashion freelancers looking to fine-tune their managerial and marketing skills in order to be ready to handle the most competitive challenges, this focus provides an understanding of the importance of adopting interconnected sales and communication strategies.