Lorena Antoniazzi still believe in digital: the future of luxury e-commerce

From the heart, of Italy


Lorena Antoniazzi fashion house has always paid attention to new technologies and the challenges of the digital market, especially due to the new online commerce practices and the consequent transformations for physical boutiques.

The Maison therefore decides to use the largest online luxury retailer in China: Secoo.

Secoo is an online-to-offline e-commerce platform that had already become China’s largest website in 2014 with numerous stores in Beijing, Shanghai, Chengdu and Hong Kong.

This platform is entirely dedicated to those who buy and sell their luxury goods.

The people who can access it are loyal customers or Top Clients with certain requirements, who are offered numerous exclusive advantages including viewing the best sellers of a collection, accompanied by the description of a personal shopper.

The first Live Commerce

Last October, Lorena Antoniazzi, through the Secoo platform, inaugurated her first Live Commerce from her boutique in Milan, in via della Spiga. E-commerce via streaming is the right compromise between the totally digital version of a classic e-shop and the warmth of a welcome in a Lorena Boutique, where shop assistants help customers and guide them to the right purchase.

We could therefore name it Social Commerce, where the customer can always make use of a personal shopper who illustrates the product, combining the convenience of following the streaming from the place they prefer and the total safety of the preferred place, since the uncertainty of the current period.

We can affirm that this new way of shopping reduces the gap between the online and offline experience, without neglecting all types of lifestyles, while it offers the same time the possibility of having personalized offers.


How does live Streaming work?

A personal shopper live from the store proposes and explains the peculiarities of the FW20-21 collection, creating outfits to wear, following the feedback of connected users.

The luxury market in China remains stable and indeed shows no signs of slowing down. The main idea on which the Secoo platform is based is not only centered on the idea of luxury, but above all on the idea of exclusivity.

Lorena Antoniazzi always in step with the times, has always embrace partnerships in the name of digitalization, first with Global Blue, fundamental in this moment of lack of movement, and lastly, with the online sales giant Secoo.

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