Silvano Vangi, the head womenswear buyer at Italy's leading luxury retailer LuisaViaRoma.com approaches the e-commerce issue at the press conference during Firenze4Ever media event in Florence (June 13-15, 2015).
About the impact online shopping has on fashion industry:
Online shopping means rapidity and immediacy, it speeds up the fashion industry. For example, LuisaViaRoma buying team find themselves buying the collections that can be viewed online by the customers right an hour after the fashion show. Taking up the challenge of time is difficult and engaging at the same time.
About the challenge of selecting the fashion pieces for different markets and customers:
The vision of both globality and diversity is crucial. The buyers’ team is oriented to select for different types of women and for different styles and cultures, to hand-pick the most desirable pieces from the most covetable collections. They always try to include in the selection both ultra-fashion latest trend items and more simple but yet stylish things or carry-on styles. Now it’s more about defining the soul of the designer and representing its iconic items in the selection of the store. As an obvious example - for the Valentino collection the iconic pieces would be those poetic and romantic.
About what works better for an online store (compared with traditional offline shopping):
LuisaViaRoma.com, as an online retailer, on its website sells the image. Something visually strong and eye-catching appeals to our online customers. The pieces with beautiful prints or particular silhouettes usually have more success online in comparison with the others that have less visual impact on online customers and sell better in the offline store.
About top trends for Fall /Winter 2016:
Luxury brands blend fashion and fun this season - Dolce&Gabbana with their moms & kids theme and Moschino to name a few. Winter outfits are full of bright and pastel colours – the specter we usually expect to see in summer collections. Another strong trend is the contrast of feminine and masculine details in the same look, for example, the combination of a light feminine dress with a men’s jacket in Saint Laurent fashion show looks. The return of 70s on the fashion scene is remarkable, Balmain’s glamorous neo 70s and Chloè’s nostalgic vibes stand out among others.
About key must-have pieces:
Gianvito Rossi pumps and ankle boots are among the most coveted items. Chloè “ Drew” mini bag is the perfect casual chic thing, while a Balmain fitted double-breasted jacket cannot be missed for an edgy, metropolitan look. And a little Valentino dress is definitely a must-have of the moment.
About the most impressive new luxury brands in Silvano’s opinion:
The Australian brand ELLERY is definitely one of those. Ellery's DNA is about voluminous flares, masculine tailoring and artful prints that are both feminine and wearable. It somehow combines the haute-minimalism of Celìne with unexpected femininity. Another example of the labels that have been gaining buzz in the last few seasons is the revived DELPOZO brand, for its ornate and expertly-tailored designs.
The future of e-commerce and offline shopping:
E-commerce is highly unlikely to become a perfect substitute for real shopping experience offline, because both online and offline aspects have their own appeal. LuisaViaRoma is an example of successful co-existence and complementarity of online and offline: the website luisaviaroma.com, that was created thanks to the existence of the real luxury store in the heart of Florence, adds the excitement of the digital experience when shopping in the offline store itself.
Click here to find out more about the Firenze4Ever - LuisaViaRoma event.