Milanoventuno offers new kind of luxury e-shop
Milanoventuno.com: the name of the new luxury retail website for men, woman and children, which aims to offer a new take on the genre.
The site has been designed by three young Italian-Swiss entrepreneurs, who are keen on new technologies and passionate about fashion: Melania Antico, who specializes in Web Marketing; Ugo Cavallo, who owns the e-commerce company January XIV, which is based in Pontresina in the Swiss canton of Graubünden, and which in turn owns Milanoventuno; and Rafael Patron, a SEO (Search Engine Optimization) expert responsible for optimizing the site’s visibility on search engines.
In the face of merciless competition, Milanoventuno.com has decided to primarily focus on little-known luxury brands, artisanal products and emerging designers in order to offer quality, sought-after products, the majority of which are exclusively distributed on the site.
With products that include necklaces by designer of Armenian descent, Inga Kazumyan Avrone, and glasses and handmade wallets from the French luxury brand Jason Briggs, the twenty or so brands currently available on Milanoventuno range from apparel to accessories (bags, jewelry, scarves, etc.) to perfumes.
Meanwhile, the site also offers a small selection of products from top brands such as Fendi, Dolce & Gabbana and Givenchy, which represent only 35% of the range. "Customers have the choice on our site between lesser known and larger brands," said the founders. The price range is meanwhile very wide, ranging from 20 to 40 euros for the cheapest products and from 1,600-4,000 euros for the most expensive.
The products, sold at full price, are regularly put on sale, as at any other store. Among its most original initiatives: a “shopping hour", inspired by happy hours at bars. Everyday, from 9:30 to 10:30pm, the site offers a brand or four products grouped together by a theme at discounts ranging from 10 to 50% off. "We don’t want to hurt our positioning. With this formula, we can increase sales, while also building customer loyalty," said Melania Antico.
Another innovation: 24-hour customer service on the mobile messaging app WhatsApp, instead of by telephone or email. "Our priorities are our selection of high quality brands, most of which have not yet been unearthed at trade shows, as well as attention given customers. We’re small and can’t afford to lose a customer! And so, product returns are free," continued Antico.
To increase efficiency and reduce costs, a large part of the services are performed in-house. For logistics, Milanoventuno uses an external company and for photos, a Milan studio, while its depot is located in the Veneto region.
The platform, currently only available in Italian, will soon be available in English, German and Spanish as well. It also designed for accessibility on tablets and smartphones.
“We are going to focus on the European market first to get our footing and then we will develop in Asia. Our goals are cautious for now, but achievable. By the end of six months, we would like to have 2,000 hits a day and a conversion rate of 0.5%," concluded Melania Antico.
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