e-commerce strategy


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 course 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 course, 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 course provides an understanding of the importance of adopting interconnected sales and communication strategies. 


Understand the potential within the digital transformation process

How to be flexible and adapt to new business models

Reach new audiences and new targets through
non-conventional means


  • Digital transformation as a competitive lever

  • Key points of digitalisation

  • E-commerce structure and development process

  • How to choose the platform

  • Optimisation of conversions

  • KPI 

  • Logistics

  • Marketing plan 


Gaya Calabrò


Gaya Calabrò

Gaya Calabrò specialises in European public relations with a major in Marketing. She began her career working in Paris and Milan as a marketing and communication coordinator for a Canadian software house. Her shift to the fashion industry came when she became an eCommerce buyer for well-known Italian and international .com businesses. She later gained significant experience as an Online Manager at luxury companies in Italy and Switzerland. Today she is an eFashion and Buying Consultant, working with fashion and lifestyle businesses operating in Italy and China, working on the digital and omnichannel strategy for startup brands. She also teaches eFashion strategies and Buying Management at prestigious Italian and international fashion schools.

Superzoom Academy courses teach you how to best tackle the future of business. Put together by fashion scholars and insiders with over twenty years’ experience at top Italian textile/clothing companies, Superzoom is the Academy for your future-proof training.


70 + vat

1.15 hour

The course is taught in Italian
on the Superzoom Academy

e-learning platform.


If you want to know more about our courses:
Tel. +39 051 6389561

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