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Live shopping: trend or new purchasing habit?

During the pandemic the phenomenon of live shopping has registered a strong growth and more and more people all around the world, especially from USA and Asia, are demanding these new online shopping experiences. 

Facebook is leveraging this new trend and every Friday it will propose “Live Shopping Fridays” in order to engage both brands and customers with this new innovative purchasing experience.


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The “new normal” of post-pandemic fashion

What will be the “new normal” of post-pandemic fashion?

What values ​​will consumers seek from the fashion industry?


The students of SDA Bocconi's Master in Fashion, Experience & Design Management together with Salesforce created a questionnaire to understand consumer behavior across Europe and interviewed about fifteen managers to investigate their post-pandemic strategies.

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How Can Small Brands Get Big Media Attention?

In the fashion media landscape small brands encounter difficulties to get media attention and to find a spot on a magazine cover. 

The same situation occurs in a digital media landscape.


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Driving retail sales and reaching new customers

Due to the pandemic, consumer shopping behavior has faced unprecedented disruptions and has radically shifted to digital. One of the major changes we have assisted to is the combination of digital and physical shopping experiences. In order to navigate through this new scenario Google has created an insightful guide for brands and retailers.

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Global personal luxury goods market on track for recovery

After the sales contraction due to these uncertain and unprecedented events, luxury sales may return to 2019 levels. The market is expected to reach €250-295 billion. While perspectives for this year still remain uncertain, a surprisingly vigorous recovery was registered in the first quarter. China keeps driving this recovery while the USA rebounded.


Which are the key findings?

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The future of shopping

Due to the pandemic we have assisted major disruptions leading to fast and responsive strategies and accelerated courses of action in order to meet customers’ demands. These changes have become intrinsic parts of our everyday life and, in fact, many organizations had to accelerate their digital transformation trajectories in order to survive. One of the most impactful disruptions we have experienced is represented by the fusion of digital and physical experiences leading to a hybrid model: a seamless and personalized shopping experience, possible thanks to the use of data analytics technology and embedded machine learning.

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The new luxury trends: omnichannel and innovation

According to a research presented by Kantar and Google regarding the new main trends in the luxury market- in the product categories watches, jewelry, bags, clothes and accessories- consumers are increasingly connected.


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International Fur Federation
IFF

The International Fur Federation (IFF) was established in 1949 and is the only organisation to represent the international fur industry and regulate its practices and trade.

The international Fur Federation represents 56 members associations in over 40 countries around the world.

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Social media as a B2B communication tool

The impact of digitization has generated growing complexities, and in the B2B sector it requires a greater effort, due to the intricate ecosystem of relations among different business stakeholders. This new scenario calls for fresh reflections on critical marketing and communication skills, especially on social media.


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Customer service in the world of social media

According to Deloitte's 2020 Global Marketing Trends, customer engagement is growing, also thanks to the advent of new digital technologies. 

As a result, companies are moving from an approach based on customer insights a passive strategy that studies the audience to a customer-as-a-brand tactic, which focuses on co-creation and aims at bringing customers closer to the very heart of the brand.

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Phygital marketing

The health emergency caused by the Covid-19 pandemic made us more aware of the importance of the digital world. It was precisely digital tools that allowed us to stay in touch despite the quarantine, in our private and business lives.

At the same time, the enforced isolation has shown us that humans are social creatures needing a constant physical contact with both their peers and their environment.

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Slow Fashion
Ethical and responsible fashion

Is there a way to counter the frantic rush to disposable consumption? Is there a production and consumption strategy that can combine ethical behaviour with the creation of a quality product?


The Slow Fashion movement wants to give an answer to this question. In its manifesto, the movement is presented as the panacea for the problem of fast, "disposable" fashion, defined by an unceasing turnover of goods that are increasingly cheap and intended not to last.

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Marketing funnel
How to create it

Today, we will see how to build a funnel with four stages, corresponding to the steps made by the consumer walking through the funnel. These four stages will serve as a simplified scheme and guide to build our funnel.

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Marketing Funnel
Understanding and using it

In the current communication scenario where any end user can be reached by an infinite amount of information and advertising, an effective and accurate communication is paramount. In this view, designing an effective Marketing Funnel can prove extremely useful. If leveraged correctly, this tool allows us to reach only the users who are truly interested in our product. 

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TikTok's boom
The young social network that is good for companies

TikTok is the favourite social network among young people, but not only. With a potential to disrupt the digital and social media world, this application that combines two linchpins of the digital environment - music and social media - is having a sweeping success.


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Social update
How to do e-mail marketing through Facebook

In the last weeks, social distancing and lockdown measures have further stressed the importance of digital platforms both for individual users and for companies. Among all social networks, Mark Zuckerberg's platform has showed once again he is able to anticipate the needs of its users.


So much so that Facebook has introduced a new e-mail marketing feature in the already tried-and-tested Facebook Pages app. With its new tool, Facebook wants to support companies that are trying to give new boost to their activities after a standstill.

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Digital marketing can help us overcome the crisis
5 effective trends for 2020

Lockdown measures imposed during the Covid-19 pandemic are having an enormous impact on the global economy. However, the one big difference from the great pandemics of the past is that we have an additional weapon this time: the internet. 


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Brand communication
Four golden rules for a successful brand message

Bernbach, one of the greatest communicators of the 19th century, used to say: «Advertising is not a science, it’s persuasion. And persuasion is art.» If an advertising genius of his calibre said this, we can surely trust him.

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Instagram as an eCommerce for end users
Shopping Tag testing is starting

In the last days Instagram has started testing some new online shopping features for its platform, including the expansion of Shopping Tags within the captions


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Fashion against coronavirus
The reactions to the crisis

The health emergency originated in Wuhan has spread throughout the world in just a few months, and is now quickly turning into an economic crisis. No sector is spared by the blows delivered by Covid-19.

The fashion world was one of the first industries to realize the gravity of the situation, which has impacted it directly. The outbreak in Italy started during the fashion weeks in Milan and Paris, one of the hottest periods for this sector.

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#HappyAtHome
TikTok’s latest move

TikTok has launched a new entertainment and information initiative, #HappyAtHome, to help lighten the mood during the quarantine imposed by the spread of Covid-19.


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Purchases on social networks
The development of Pinterest’s shopping feature

Exciting news from the digital world: Pinterest, the social network of images, has decided to develop a special shopping section for its platform. The social network wants to become one of the major players in the digital retail universe.


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Snapchat’s Here for You
News from the digital world during quarantine

Many new features were introduced by digital platforms in the last weeks. Social media are trying to give an effective answer to extraordinary requests from users living in these exceptional times.

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Thirst for connection.
The need for a more precise target is growing.

In last weeks we tried to pinpoint and describe the four main pillars of digital communication, four starting points to lead us to an effective brand communication.

One of the principles we mentioned is the need to be constantly connected, especially on social media. 

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Facebook invests 6 billion dollars in e-commerce.
The future of digital retail?

With a 5.7 billion euro investment, Facebook became the largest minority shareholder (9.99%) of Jio Platforms, a telecommunications company of the Reliance Industries group, owned by Mukesh Ambani and India's largest private company.

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