June 1, 2006, 12:00 AM

Going global means being local

Making the transition from domestic web retailing to selling overseas requires an established e-commerce infrastructure and local fashion partners, YOOX SpA founder and CEO Federico Marchetti will tell the Internet Retailer 2006 conference in Chicago.

Kurt Peters

Executive Editor

 

Making the successful transition from domestic web retailing to selling online overseas requires an established e-commerce infrastructure and local partners, YOOX SpA founder and CEO Federico Marchetti will tell attendees at the Internet Retailer 2006 Conference & Exhibition in Chicago next week.

Marchetti, who will speak at the at the Track F session, “Putting the ‘World’ in WWW: Strategies for Selling Globally” at 1:45 p.m. on June 7, says successful international e-retailing begins with knowing a particular country’s e-commerce market and in finding the right mix of suppliers and employees to help build brand awareness.

In each market, YOOX looks to align itself with up-and-coming designers such as Bernhard Wilhelm in France, Alexandre Herchovitch in Brazil and Hamish Morrow in the United Kingdom and then offer online shoppers in each country an exclusive private label from its stable of designers.

In the U.S.–a relatively new market for Milan-based YOOX–the fashion apparel and accessories web retailer will grow its 2005 e-commerce sales of $13.8 million by looking for new designer labels and other relationships that will help the company in larger metropolitan areas. "We already offer the U.S. shopper our full inventory of more than 50,000 SKUs from 300 designer labels," Marchetti says. "We are expanding in the U.S. by looking for new marketing and merchandising partners that will make us even more local."

 

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