Yoox launches new campaign as part of marketing push for smaller Italian names

By

Sandra Halliday

Published
Sep 21, 2018

YNAP’s high-end off-price e-tailer Yoox on Friday launched a campaign to support Italian brands that’s targeting Chinese and US customers.

“Italian For…”, a project developed by Yoox and ITA (Italian Trade Agency), has debuted online, giving those shoppers “the chance to discover, through engaging editorial stories, a curated selection of over one hundred Italian fashion and design brands.”

The concept is seen as a “playful commentary on what makes Italian style and everyday life so distinct and aspirational. At times stereotypical and unapologetically cheeky, ‘Italian For…’ speaks to the chic, elegant, and striking inner Italian in everyone,” we’re told.

The initiative has included both emerging and established labels across clothing, footwear, bags, accessories, jewellery, and other design objects. The e-tailer said they have been “scouted and especially selected by Yoox, and represent the excellence of Italian lifestyle, creativity and culture within small and medium-sized companies.” It added that “the addition of these brands enhances Yoox’s offerings of unique, made in Italy products, many of which would not have been as readily available to consumers outside of Italy.”

Yoox president Alessandra Rossi said the campaign “represents a shared vision of the strategic role played by e-commerce in the promotion of Italian brands in key foreign markets, such as the US and China.”

Meanwhile, Italian Trade Agency president Michele Scannavini said the work “is a virtuous example of a private-public partnership and it perfectly matches ITA’s strategy which focuses on developing the digital side of Italian exporters.”

But the marketing push is more than just a single campaign with the partners adding that it’s part of a wider “digital internationalisation” process designed to promote smaller and mid-sized labels in the “most promising markets”.