E-commerce as a flagship store
In an interview with Fashion Magazine, Valentina Missana, Chief E-commerce Officer at FiloBlu, shared with journalist Elisabetta Fabbri how the fashion industry is undergoing a phase of consolidation, driven by a growing awareness of the potential of digital channels. To continue growing, the goal today is to increasingly integrate the physical and online experiences, placing the customer at the centre of a consistent, data-driven journey.
One of the primary challenges for online sales channels is profitability, which is increasingly under pressure due to rising costs associated with logistics, shipping, and digital marketing. For this reason, at FiloBlu, we support our brand partners in developing medium – to long-term strategic planning – based on a data-driven approach and an international vision.
Moreover, marketplaces represent a fundamental lever for increasing visibility and brand awareness, but they require careful management that aligns with brand positioning and remains economically sustainable. At the same time, there is growing interest in digital outlets and social commerce, which are considered advanced touchpoints capable of extending the product lifecycle and reaching new audience segments in a targeted and effective way.
