Interview with Andrea Camponesi - LuisaViaRoma. Illustration by Anna Higgie
He has bet on the Internet, aligning the historic Luisa Via Roma boutique with a website that has millions of visitors every month. It brings the most important fashion bloggers and international influencers together in Florence, making every Firenze4ever event a shop window for the world. Andrea Panconesi believes in the evolution of the web and takes on its challenges.
From the boutique to online sales: What are the new metrics for measuring the service's efficacy?
LUISAVIAROMA.COM was created to give international clients the ability to receive the same services they could get at the Florence store. The attention to customer service, and an exclusive range of products, create an utterly unique shopping experience. There are no physical limits online: the availability of items is greatly increased. What's more, we can offer services like "Buy It First" (which lets you pre-order collections), free delivery in 50 countries around the world, and the option of free returns.
The web requires specific skills and competencies, and e-commerce understood this before publishing did. Do you see a greater convergence between these?
The web is undergoing constant evolution and, to be competitive, we need professional, specialist people. Every season involves a new creative approach and we must always go beyond the expectations of our followers. Virtual and real, like web and publishing, are both complementary and analogous.
What requirements does a brand need to be included in your collection?
Our buyers travel the world, selecting the best from the most interesting collections, created by the most important fashion houses, and by the most interesting designers. We give the same attention to our selection of products for both the top brands and new talents. We are always looking for fresh talent and we are proud to have supported some who are now established designers.
You were one of the first in Italy to bet on the revolutionary possibilities of fashion blogging. Is it possible to predict an evolution in the short term?
We created Firenze4Ever over four years ago: a unique event that brings together fashion bloggers, trendsetters and designers. Fashion bloggers have well-defined personalities and tastes – they know what they want and what they love. They offer their public a fresh point of view on fashion and collections. Our next meeting with them will be in June, for the 9th Firenze4Ever event.
What would you like to see in the future for Italian fashion, and fashion in general?
Fashion must respond to the needs that go beyond the calendar established by the Fashion Weeks. We need more meetings dedicated to research, to innovation, to craftsmanship and to Made In Italy through the creation of new collaborations and synergies across multiple disciplines.