Giorgio Armani and Yoox Net-a-Porter (YNAP) have announced a new partnership that aims to integrate Armani’s e-commerce site with its physical stores worldwide. YNAP, which previously operated and managed Armani’s webstore, will now work closely with the luxury brand to achieve full integration between online and offline channels by 2022. The partnership, named “Next Era,” will be in place until 2025.

This collaboration is notable because it goes against the current trend of larger companies bringing their e-commerce operations in-house. It demonstrates the success of YNAP’s services as a third-party unit for Armani. For Armani, continuing the partnership with YNAP is a strategic decision as they have seen positive results from the relationship in the past.

The COVID-19 pandemic has further emphasized the importance of aligning physical and digital channels for brands at all price points. As consumers increasingly turn to online shopping, companies have realized the need to have synchronized stock inventories to effectively meet customer demands.

One of the key benefits of the Armani-YNAP partnership is the reduction of waste. With integrated stock inventories, false sold-outs and unsold products resulting from separate inventories in different locations can be avoided. This is particularly important for the luxury sector, which lags behind in online shopping, with only 12% of sales coming from e-commerce in 2019.

YNAP highlights the potential of technology in facilitating a more innovative approach to the fashion system. By leveraging technology, brands can establish direct and personalized relationships with customers, gaining insights into their preferences and offering a wider range of choices.

The practical implementation of the partnership involves processing orders through YNAP’s distribution network, as well as from Armani boutiques and distribution centers. Technology will provide customers with full visibility of the entire collections for each season, enabling them to shop for available products regardless of their location.

Giorgio Armani sees this partnership as an opportunity to transform the business model of the Armani Group. By prioritizing a personal and direct customer relationship and integrating e-commerce and boutiques, Armani aims to provide an enhanced level of convenience and choice for shoppers.

This partnership between Armani and YNAP demonstrates the significance of technology in shaping the future of the fashion industry. It highlights the importance of adapting to changing consumer behaviors and expectations to stay relevant in the market.

Useful links:
1. Giorgio Armani Official Website
2. Yoox Net-a-Porter Official Website