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Elena Miro, Privalia partner to improve shopping
May '18
Courtesy: Miroglio Fashion; (l-r) Fabio Bonfa, Hans Hoegstedt, Martino Boselli
Courtesy: Miroglio Fashion; (l-r) Fabio Bonfa, Hans Hoegstedt, Martino Boselli
Miroglio Fashion brand Elena Miro has partnered with Privalia, a Spanish online apparel firm, to enhance shopping experience. Backing the total omni-channel approach, Privalia has created the first fully-digital in-store shopping experience. The partnership between brands will also further innovate e-commerce dynamics right into the retail world.

Elena Mirò and Privalia are always looking to be closer to their customers, and have decided to work together to offer them a totally new, complete and engaging way to shop: in keeping with a broader total omni-channel approach strategy. The omni-channel avenue undertaken by Elena Mirò is part of a broader, more complete project framework that Miroglio Fashion launched in 2017 to strengthen innovation at the service of the retail world with a decidedly multi-channel approach and a major technological focus.

Recently, the Milan store hosted a temporary 4-day on and offline integrated shopping experience, where the brand’s customers were accompanied round the shop by shop assistants and offered the chance to try on garments in the Elena Mirò collection and buy them via iPad on the Privalia website, with a free 'click&pick-up' service operating in-store, or 'click&deliver' with same-day delivery to the customer’s home anywhere in Milan, a press release of Elena Miro said.

"The apparel market and the purchasing behaviour of our customers are changing. Today there is a fluid approach that moves between the various channels for different shopping occasions. We want to be alongside our customers in this new process, and to enhance this new world. That is why we have decided to join together with the world leaders in flash sales, Privalia / Vente-privee Group, to create a big temporary shop combining online and offline in our Elena Mirò flagship store in Piazza della Scala in Milan," said Hans Hoegstedt, Miroglio Fashion’s MD, explains

"Digital, e-commerce and customer relationship management activities play a fundamental role in Miroglio Fashion’s strategic roadmap. This latest step implemented by Elena Mirò with the important cooperation of Privalia confirms how the omnichannel approach is the right way to go to be increasingly close to our customers, their needs and their desires during the shopping experience," added Hoegstedt.

"We are particularly proud of this partnership with Miroglio Fashion: the Vente-privee Group has always been at the cutting edge in pioneering innovation, putting the customer experience at the centre of its strategy. The formula we have created together with Elena Mirò is extremely innovative for the retail sector in Italy, and marks a new step in brand and e-commerce relations, and more generally in seamless on-offline integration," Fabio Bonfà, the Privalia and Vente-privee country manager for Italy, said.

"The project developed with Privalia is very important to us. As a matter of fact, through this highly innovative solution we will be able to offer our customers a truly complete, all-round brand experience, on and offline with no limits," Elena Mirò’s brand director Martino Boselli, said. (RR)

Fibre2Fashion News Desk – India

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