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Moda, ripartire dal Digitale | DReporter
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Digital News

Moda, ripartire dal Digitale

il settore ha contenuto le perdite post-lockdown

«Le attese parlavano di un calo del 50%. La realtà si è fortunatamente fermata ad un meno 20%. A livello globale il settore moda ha subito un pesante colpo dal lockdown e da tutta l’emergenza Covid; anche se il cammino è tutto in salita, le prospettive sono buone: c’è fiducia, ottimismo. E, soprattutto, una strada da seguire».

Alla vigilia dell’apertura di White Milano, il salone più importante dedicato al fashion in programma dal 24 al 27 settembre nella capitale della moda, Giorgio Magello Mantovani presidente di Niam – Nazionale Italiana Agenti Moda, l’associazione che raccoglie oltre 800 agenti – apre al rilancio di uno dei settori più importanti per l’economia nazionale.

«La filiera moda vale in Italia 80 miliardi di euro. Di questi, 40 sono rivolti al mercato estero, l’altra metà è invece una “questione” tutta interna. Alla riapertura dopo il lockdown, ci siamo ritrovati con 15 miliardi di merce ferma: l’azione degli agenti ha permesso di riallocarla, rimettendo in moto un sistema vitale per l’intera economia. Anche perché un fermo avrebbe compromesso non solamente l’anno in corso, ma avrebbe avuto ripercussioni anche per gli anni successivi».

la digitalizzazione come strumento di ripartenza

«Il Covid ha accelerato il cambiamento: quanto probabilmente sarebbe avvenuto in due anni è stato realizzato in due mesi.

Abbiamo a disposizione una tecnologia molto avanzata che ci permette di fare cose impensabili. E, quando parliamo di moda, occorre uscire dalla contrapposizione tra fisico e digitale ed entrare in una logica di complementarietà.

Banalmente, le nuove generazioni cercano nel negozio la modernità, il digitale. Il contatto fisico continuerà a mantenere la sua importanza, ma non può essere scevro dall’essere anche digitale.

Avremo una comunicazione più mirata, più specifica che produrrà un numero maggiore di dati da analizzare con il vantaggio che, se le relazioni sono soggettive, i dati sono invece oggettivi».

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