Luxury brand Trussardi goes omnichannel
Written by Peter Walker
Italian fashion house The Trussardi Group has repositioned its brand in the contemporary luxury market, moving its business model from wholesale to omnichannel retail with a solution from Dedagroup Stealth.
The group transitioned from a wholesale to a retail business model, based on a network of proprietary and franchised stores. This was underpinned by a “rigid legacy system and built on an internal production footprint”, according to a statement, which “characterised the company in the nineties”.
Trussardi was looking for a more robust end-to-end omnichannel system that could manage and control the group’s entire product chain, from factory to point of sale. It selected the Stealth platform by Dedagroup Stealth to integrate its European operations onto a single platform, with implementation starting in 2017 and roll out expected to be finalised this year.
It is already using the solution to optimise stock, manage replenishment and distribute goods throughout all its channels. Its integration with point of sale has also minimised the impact on the new openings and operations of its stores.
First established in Bergamo, Italy in 1911 as a luxury gloves manufacturer, Trussardi Group now includes its accessories and ready-to-wear lines Trussardi and Trussardi Jeans.
The group’s portfolio has expanded to include sunglasses, fragrances, watches, children’s wear, menswear and furnishings. Its products are sold and distributed in Italy, Europe, Asia and the Middle East through a network of over 190 own brand stores, over 1,500 multi-brand stores, department stores and also direct via its e-commerce website.