Fidenza Village increases its positioning and presents the street art festival – WWD

ByJames I. Robertson

Apr 13, 2022

MILAN — Fidenza Village has come of age, according to Desirée Bollier, president and chief commercial officer of Value Retail, which operates the Italian luxury destination.

Celebrating its 18th anniversary this year, Fidenza Village is part of Value Retail’s Bicester collection. Bollier said she was “proud of the name,” which enhances “value” as a key element, and how the villages have matured in the wake of the COVID-19 pandemic.

“Fidenza has moved away from being a shopping center into being a destination. You don’t just come and buy a shirt, it’s a very transactional experience, a day for our client who spends an average of four to five hours there,” Bollier said. In fact, spend per visit has increased by double digits.

“The quality of guests we attract is amazing,” she added, noting that the venue has changed about 20% of its brands, adding the likes of Prada; Etro; Missoni – whose collection of renovated homes is “fantastic”, she said – and Loro Piana. “We have completely changed our clientele.

Recent openings at Fidenza Village include stores for Stella McCartney and Peserico, which opened in April, as well as for Pinalli Cosmetics with a dedicated Veralab corner, a skincare brand by Cristina Fogazzi, known on Instagram as Estetista Cinica. Adidas opened last year, as did Kids Around, a luxury multi-brand for children including Givenchy, Chloe, Balmain and Marc Jacobs.

Some of the Show’s latest pop-up stores, a space dedicated to brands to bring something new to visitors, include Save the Duck, Hugo by Boss and Peserico, and, last year, Emilio Pucci, Valentino and Tory Burch.

During the first quarter ended March 31, year-to-date, the average transaction value at Fidenza Village increased by 20% compared to 2019. In the luxury segment, sales increased by 15% compared to compared to 2019, and the average transaction value increased by 34%. on 2019.

Bollier also noted that a third of the 120 brands in Fidenza Village offer a special selection of products from the current collection available at full price.

During the May 2020 pandemic, Fidenza Village launched Virtual Shopping, evolving the retail experience as customers can shop via WhatsApp, email or phone with support from store associates. “It’s not e-commerce, but a complete shopping experience with a human touch at its core,” Bollier observed. The personal stylist service is also available through virtual shopping.

Virtual shopping sales accounted for 8% of total Village sales and 90% of Fidenza Village brands participate in the virtual shopping service. The top 10 brands for virtual purchases by sales are all luxury and premium brands, Bollie noted.

The Bicester collection includes 11 villages – nine in Europe and two in China. in 2021, Virtual Shopping sales accounted for 7% of total collection sales – a positive trend that continues in 2022, Bollier said. The 12th Village, Belmont Park Village, is scheduled to open in New York in 2024. In 2022, year-to-date, the collection in Europe and China saw an 18.5% increase in spending per visit, compared to the same period. in 2019.

In March, Fidenza Village launched the first Phygital Street Art festival in Italy, which will run until the end of June. The Fidenza Village Street Art Festival includes murals by 13 international artists including Lidia Cao, who will decorate the Stella McCartney boutique at Fidenza Village in May, and four live performances combining shopping and real-time entertainment through June. In addition to festival artistic director Lucamaleonte and Cao, artists include OrticaNoodles, Sara Pichelli, Seth, Karan Singh, Giulio Vesprini, Pax Paloscia, Sea Creative, Marco Rea, Sten & Lex, Dimitris Taxis and Basik.

“It means having larger-than-life, outdoor art in a very democratic, very accessible environment. We are tearing down the walls of a museum,” Bollier said. “I’m a big believer in experiential retail moments to create memories, to think about what you just experienced. Digital has changed how we approach our environment.

The work “Mucchio di Tigri” at the Fidenza Village Street Art Festival.
image courtesy of Value Retail

Twelve NFTs of the artwork will be linked to The Bicester Collection Do Good programme, a network of nine charities supported by the 11 villages. Fidenza Village will donate proceeds from the NFT auctions to the charity Make-a-Wish Italia Onlus. In June, the festival will evolve from Street Art to Summer Music Festival, until August.

While two of the group’s villages in China are enjoying “extreme success”, Bollier admitted that the severe restrictions there have caused a “dramatic drop in attendance”, but at the same time she expressed confidence in “the incredible recovery and quick rebound”. of this region.

“We started to focus on the traveler consumer at home, to communicate with them and to improve our services,” she said, noting that with a personal shopper the average spend is 1,200 euros. against an average of 350 to 450 euros.

At Fidenza Village, there have also been additions to the food segment, also key according to Bollier. These include Verolatte, opened in March, whose Massimiliano Scotti ice cream shop has won the world’s most prestigious awards; Taglierè, Champagne bar with regional cuisine and Ruinart; the Parma Menù restaurant, which has just been renewed, offers local products such as Parmigiano Reggiano, Culatello, prosciutto di parma and Signorvino, owned by the giant Calzedonia Group, with a selection of Italian wines.


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