Private sales to dispose of unsold stock. This is the solution to be adopted by Argentinean brand La Martina, which has Italian roots. According to vice-president Alessandro Santamaria, “the speed with which collections are created and proposed requires us to work on this front too”. The reorganisation will involve the production chain. The strategy to reduce stocks is part of the three-year industrial plan, which also envisages repositioning the brand.
How to dispose of unsold stock
One of Santamaria’s objectives is to minimise product leftovers. The solution, as we were saying, lies in the private sales of single-brand shops and wholesalers. “They upload the end-of-season items to an e-commerce system, and we do marketing activities to boost sales and clean up the warehouse,” Santamaria explained to L’Economia by Corriere della Sera. This will also make it possible to speed up the time to market of the collections. A new way of working that will involve all the company’s divisions, from the production chain to distribution. Including the licensees, including the Varese-based leather goods company Principe and the Marche-based footwear company Giano.
The industrial plan
The business plan also includes brand repositionin,g and new omnichannel digital services, as well as entry into new markets (India, for example) and investments in digital (which already amount to 12% of revenues). La Martina closed 2021 with a 10% increase in revenue compared to 2019, driven by online revenue (+36% compared to 2020), thanks also to the entry of products on Zalando. “This year we will open another ten to fifteen marketplaces,” said Santamaria.
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