The Emilian brand closed 2020 with a 25% contraction in turnover. Ten questions to the companies of the fashion system on the strategies of the moment
by Ilaria Vesentini
The key points
- Safety in the company and in stores
- Change of pace on social networks
- Sales down by 25%
She got noticed in the recent Milano Moda Donna fashion shows for the Amazon style of her collections and on social media she managed to ride digital languages and tools, but Elisabetta Franchi like the whole Italian fashion system, it has to deal with the effects of a pandemic that has been going on for over a year, for which no one was really prepared.
Even if the brand of the homonymous Emilian stylist and entrepreneur – which is headed by Betty Blue Spa, 129 million euros in pre-Covid turnover and 290 direct employees – was able to play in this systemic revolution the card of the strong investments in omnichannel made in times of “peace”.
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What changes have you introduced in the shops and / or workplaces (offices and production plants)?
It is evident that everything that was once taken for granted – all ordinary administration – is no longer so today. The biggest change has happened in every person, both in the company and in the store: everyone feels more responsible and acts accordingly. We apply the regulations necessary to work and guarantee safety to our customers: from limited entry according to the size of the store, to the use of a mask and sanitation of clothing.
What news will remain beyond the pandemic?