Milano Fashion&Jewels
22-25 February 2025
fieramilano, Rho
Milano Fashion&Jewels
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Massimiliano Alvisi has organised an exclusive 3-hour masterclass for the participants of the Milano Fashion&Jewels exhibition, where he will illustrate the 7 key factors of a store's success:
EFFECTIVE MARKETING
Marketing is the soul of commerce, and knowing how to do it competently can radically transform the performance of your store. No one will ever know how amazing your products are unless you are the first to communicate this clearly and effectively. During the masterclass you will discover some of the strategies for promoting your brand, with a particular focus on digital marketing. You will learn to improve your results and tell your product story to attract new customers and retain those already acquired.
SOCIAL MEDIA
Whatsapp Business, TikTok, Instagram and Facebook are much more than just social platforms: they are real strategic resources for boosting visibility and revenue. But how to make the most of them? Massimiliano Alvisi will guide you through innovative techniques to use these platforms professionally and effectively. You'll learn how to turn social media into powerful allies for your store. The masterclass will include practical examples, useful tips and field-tested strategies for growing your online presence and bringing new customers to your store.
SALES TECHNIQUES
Attracting customers to your store is just the first step: the real challenge is to turn that visit into a mutually satisfactory purchase. During the masterclass you will learn some advanced sales techniques to convince even the most sceptical customer. You will understand how to use persuasive levers, handle common objections such as "let me think about it" or "I’m not interested” and how to increase the value of the average receipt. With practical examples and simulations, you'll learn how to connect with the customer, enhance the product, and build a shopping experience that not only meets, but exceeds expectations.
MARKET NICHE
Focusing on a specific niche is a winning strategy you can use to stand out in an increasingly competitive market. The masterclass will help you identify the ideal customer segment for your store and develop targeted offerings to meet its specific needs. Through case studies and by dialoguing with other industry professionals, you will have the opportunity to discover how to position yourself in a unique and recognisable way. Specialisation is a powerful lever: not only will you attract more loyal customers, but you will be able to offer added value that will set you apart from the competition.
WINNING MINDSET
The success of a store depends not only on strategies and techniques, but also on the mindset of those who run it. Adopting a positive, proactive and result-oriented attitude is critical to overcoming market challenges. During the masterclass you will learn how to develop a winning entrepreneurial mindset, which allows you to make better decisions and manage the unexpected with confidence to achieve your business goals.
BUDGET MANAGEMENT
A successful store requires impeccable financial management. During the masterclass you will learn the basics needed to better administer the economic resources of your store. Order optimisation, warehouse management, fixed cost control, sales planning, stable cash flow: are some of the most important numbers for analysis in order to turn them into strategic decision-making tools, ensuring sustainable and profitable management.
TOP SALESPEOPLE
Your staff is the face of your store and often the decisive factor in building customer loyalty. That’s why it’s essential that your salespeople are trained to offer the highest level of service. During the masterclass, you will learn how to turn your employees into experienced salespeople, able to welcome customers with professionalism and courtesy, understand their needs and guide them in choosing the right product so that they can better enhance the shopping experience.
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.
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