Marketing and social to innovate the store

23 February 2025 - h 3.30 pm

Fashion Hub – HALL 10

At Milano Fashion&Jewels, Massimiliano Alvisi will share his knowledge with attendees and offer valuable advice on how to make a difference in the competitive world of retail. In particular, his talk will focus on three key aspects:

1. The modern market.

Over the past 40 years, the market has undergone a radical transformation, passing through several eras. We found ourselves with struggling stores despite having the best brands and a good location. On the contrary, new shopkeepers have arrived, innovators, “smart” people who without the benefits of previous eras have outperformed everyone else. Alvisi will explain why and give practical actions to take to align with this new reality.

2. Marketing and social for shopkeepers.

In an age when social media has become an indispensable tool for any business, knowing how to best use it can make the difference between success and failure. Alvisi will outline the most effective strategies for increasing online visibility, engaging customers and creating a loyal community around your brand.

3. The key elements of running a successful store.

Alvisi will discuss how to organize store layout, manage inventory, train staff and maintain a high level of customer service. With practical examples and case studies, he will offer insight into what it takes to run an efficient and profitable store.

Massimiliano Alvisi

Shop Survivor

Having enrolled in a physical education institution, he realised at a young age that sport would be an integral part of his life. In the first two decades this took the form of active participation; later, it took the form of a metaphor for the allure of the challenges, goals and strategies involved in entrepreneurship. He was in charge of commercial management for several companies in the clothing sector (Loops by Robert In't veld, Messagerie, Massimo Rebecchi, Modae). In 2009, he held the position of General Manager for a major Italian distributor – Interjeans Spa, distributor of the Superdry brand. In 2010, he co-founded the Be Stardard retail project with Andrea Belletti, with more than 30 outlets in Italy. These experiences then led to an entrepreneurial distribution project named Sale 14. In 2020, Massimiliano and Roberto founded the Tooco brand, which in a very short time secured listings in more than 220 Italian premium boutiques, gaining a presence also in Canada, the USA, Japan, Germany, Greece and Spain. The combination of business skills acquired over twenty years in the clothing industry has helped him to create a unique training proposal: Shop Survivor, a marketing and sales training programme aimed at retailers to strengthen and disseminate values, products and skills, both online and offline. In 2022, he published a handbook for retailers entitled “I just don’t get clothes!', which contained over 141 pages of practical advice for entrepreneurs, consultants and collaborators in the retail world.

Milano Fashion&Jewels

22-25 February 2025
fieramilano, Rho