High-end fashion house Armani is revamping its omni-channel business, pulling together its online and offline stores in a deal with Yoox Net-A-Porter to create what it says will be “a revolutionary, digital and integrated shopping experience for customers”.
The move, which builds on a partnership between the two companies that has been running for 20 years, will see Armani integrate its digital stores with its physical boutiques and, leveraging Yoox Net-A-Porter’s global logistics network, create a seamless connection between Armani’s clients and products, online and offline.
The partnership is the next milestone for the established ‘Next Era’ business model, designed Yoox Net-A-Porter, which is accelerating further advancements in customer experience through full integration of online and offline worlds. It allows clients to manage their purchases in a flexible way and benefit from the full potential of all channels.
The goal of the Next Era project with Armani will offer customers access to all available products across both online and offline channels, providing a far more flexible shopping experience. Orders will be processed through the Yoox Net-A-Porter distribution network, as well as from distribution centres and Armani boutiques. Using technology, customers will have full visibility of the season’s entire collections, enabling them to view a wider assortment and shop all available products, whether they are stocked in boutiques or online.
“In the past few months, I have been redesigning the Armani Group’s business model based on a concept that is very dear to me: do less, but better,” says Giorgio Armani, President and CEO Armani Group. “Mine is an invitation to consume more responsibly, focusing on authenticity and change. In Yoox Net-A-PorterI’ve found a partner that allows me to transform this principle in a new multi-channel shopping project where the relationship with the customer is increasingly personal and direct, while e-commerce and boutiques are integrated in a dynamic balance, which will have a positive effect, also on the environment”.
“Armani has always been at the forefront of the world of fashion and luxury and one of the first to have adopted e-commerce with us,” adds Federico Marchetti, Chairman and CEO, Yoox Net-A-Porter Group. “After a partnership that has lasted for two decades, we are still both driven by the desire to revolutionize the world of fashion with continuous innovations, as we have done since the first day we started working together”.
Customers will begin to enjoy the new features of the Next Era model on the armani.com website from 2021, with full integration expected from 2022.