The 2018 e-Pitti Summit in Milan this year saw the launch of a partnership with Fashion Technology Accelerator - a world-leading infrastructure allowing retail and fashion corporations connection with the companies that make digital brand enhancement not only a viable but an essential, part of growth. Therefore, an invitation for Smartzer to attend as one of seventeen startups active in this field was a wonderful opportunity to demonstrate network with industry professionals and to share more about the new shoppable video platform.
Whilst the bridging of fashion and innovation was evident on both days, the Brands + Start-Ups Catch-Up on the 21st provided us with ample opportunity to forge connections with brands interested in innovating their marketing strategies by expanding into the virtual sphere.
CONVERSE - LIBERATO
Maximization of brand-consumer relationships was stressed by Manuela Strippoli (Converse’s marketing director) within the talk Smartzer representatives attended at the e-Pitti summit. Building intimate relationships with consumers through content marketing has the ability to ‘unpack the power of the youthquake’ by demonstrating brand authenticity. Converse’s recent collaboration with the faceless Napoli rapper ‘Liberato’ has aimed to strengthen these relationships by allowing accessibility for the youth of today to connect with such an iconic brand. The appeal of Liberato and his air of mystery created a ‘social tsunami’ for the collaboration, with promotion sticking exclusively to digital methods, and this optimisation of online presence proved a roaring success for the campaign; over 35,000 people attended the concert Liberato announced on social media in tandem with the collaboration launch.
In addition to this example, the importance of content was a theme running throughout all the discussions, making it ever more important for brands to think about how to tie this back to commerce in a measurable way.
Check out the e-Pitti website to discover more about their ethos and opportunities: