According to foreign reports, Italian fashion houses like Giorgio Armani SpA and Valentino Fashion Group SpA, which used to be Internet-exclusive, are experimenting with online sales patterns this holiday season looking for new revenue streams. The worst recession since World War II, combined with the fact that Italians are embracing online shopping (even upscale goods), is stimulating the luxury sector to increase its use of online stores. In the past five weeks, Roberto Cavalli and shoemaker Salvatore Ferragamo SpA have all launched online stores. "I expect there will be a huge increase in sales of online luxury goods during Christmas," said Alessandro Perego, professor of e-commerce at the Milan Politecnico's School of Management. "In the past year there have been a number of websites A significant increase from 2010. I estimate the rate of growth will be flat or above this year's figure for 2010. "Customers younger and more proficient in the web, coupled with the" shyness of spending luxury psychology "that keeps customers away from boutiques, are leading online fashions The reason for the rapid growth of the store. Research at the Polytechnic University of Milan shows that online sales of Italian luxury goods are expected to soar 42% this year to 335 million euros ($ 500 million). And a survey by fashion industry consultancy Carlo Pambianco shows that luxury sales fell 6% to 3.48 billion euros this year. Feeling guilty "People feel guilty about going shopping," Paola Durante, head of corporate banking and investment banking at Bank of America Merrill Lynch, said in an interview in Milan. She said for some, it might be better to shop online at home or in the office. American luxury brands have been selling online through department stores for at least four years, with Neiman Marcus' Nordstrom department store beginning Armani online sales in 2006 and its online designer brands including Burberry and D & G. According to Deloitte's 2009 Christmas Survey, about 14% of Italians online holiday shopping. Choosing more, avoiding overcrowded shops and not having enough time to shop and shop are all reasons to shop online. Research shows that being inaccessible or seeing the product itself has become a major weakness in online shopping. Deloitte said books are still top of the list of Italians "most wanted to buy online," followed by clothes and shoes. "The cost of setting up a website is not that big, and that encourages fashion companies," said Stefano Sassi, chief executive of Valentino in Milan. The company started online store six months ago. "E-commerce has a very attractive profit." Smartphone On November 25, the Armani Online Store introduced an online shopping application that runs on Apple's iPhone, RIM's Blackberry and other so-called smartphones. Armani, based in Milan, said in a statement that users can shop "anytime and anywhere." Armani also has a Christmas website where users can make wishing and sharing experiences in the online community like Facebook and Twitter Last month Ferragamo's online store opened with Marilyn Monroe and Condoleezza Railay Sri Lanka was once a user of the shoe brand and the company expects the site to become one of its "top stores" next year. CEO Michele Norsa said in an interview: "Some people are far from the store, and others like to shop online - even in the cities where they have branded outlets." This month, consumers in remote locations are headquartered in The Cavalli Group in Florence opened an online store in 46 countries, making it possible to reach out to areas where physical stores are not yet open. Gianluca Brozzetti, CEO of Cavalli, said: "The Internet has revolutionized the shopping habits of consumers, as do luxury consumers, which will help make online stores one of our top stores worldwide." Perego Said that in particular, male customers are turning to online shopping to avoid crowded shopping environments and save time in picking gifts. Paolo Fontanelli, CEO of Furla, a fur producer, said: "Male clients make up an important part of online sales if they are the mainstay of shopping in our physical stores, the first year of our online store, Sales are already comparable to physical stores. "Yoox, which is making money from the growing sales of online luxuries, not only offers top-brand branded clothing and runs online stores for fashion brands such as Armani. Yoox's shares are scheduled to be traded on December 3, the largest IPO in Italy in two years. An oasis "We have not had any downturn in these difficult times." Founder Federico Marchetti ) Said in an interview, "E-commerce is equivalent to an oasis, and we are balancing the fact that there are tough times." But there are still analysts and advisers who wonder if the Web is good for every luxury-goods company. "The web can provide a lot of help to businesses, but it's up to the product, too." Pambianco, who has been advising fashion industry companies through his own name consulting firm since 1977, says "perfume, eyewear, Watches, handbags, and all the things you do not need to try out are better than clothing. "
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