Armani and Yoox Net-a-Porter have launched a new joint initiative which will allow customers in physical Armani stores to shop its entire collection digitally.
The new ‘Next Era’ project will see Armani’s physical stores integrate YNAP’s digital platform and global logistics network.
Essentially this means customers shopping in Armani stores will be able to digitally browse the brand’s entire range of stock via YNAP.
This allows them to shop for a wider range of products than would ever be possible in a traditional bricks-and-mortar store and utilise YNAP’s vast distribution network to receive items rapidly.
The tie-up will be launched next year and last until at least 2025, seeing Armani redesign much of its store estate to accommodate this new integration.
“In the past few months, I have been redesigning the Armani Group’s business model based on a concept that is very dear to me: do less, but better,” Giorgio Armani said.
“Mine is an invitation to consume more responsibly, focusing on authenticity and change. In YNAP I’ve found a partner that allows me to transform this principle in a new multi-channel shopping project where the relationship with the customer is increasingly personal and direct, while e-commerce and boutiques are integrated in a dynamic balance, which will have a positive effect, also on the environment”.
YNAP chief executive Frederico Marchetti added: “Armani has always been at the forefront of the world of fashion and luxury and one of the first to have adopted e-commerce with us.
“After a partnership that has lasted for two decades, we are still both driven by the desire to revolutionize the world of fashion with continuous innovations, as we have done since the first day we started working together”.