Page 10 - CBM22Awards

~ Go Global Ecommerce ~
Keep it cool

supported by international influencers and talents who with. To reduce risks and costs, you need to have a great
come from the very diverse worlds of fashion, cinema, art partner with proven expertise in these areas.”
and design. They wear our products, publish images and with our total
tag us, creating involvement, buzz and virality around the What plans does Borsalino have for the following five
Borsalino Brand.” years?
“Sustainability and digitisation are the two major
If you had to choose one competitive advantage for categories that will determine and change fashion trends
Borsalino, which would that be? in the future. We have a plan to continue our process Cold Chain
“In this turbulent world, and the fast-changing world of of transformation of the company while being true to
fashion, our advantage is achieved by first being a ‘unique’ our values and heritage. We are a modern company with
solution.
brand with a large audience in terms of demographics a unique traditional manufacturing process, the real
but also in terms of lifestyle and attitude to fashion, and Handmade.
secondly by creating unique handmade products with
a clear brand identity that resonates with our target We are constantly innovating how we create and sell our
customers, staying authentic to our heritage and identity, products to make it work in today’s digital world, with a
and knowing how to communicate it to the desired focus on meeting increased demand for inclusivity and
audience.” personalisation, ethical and eco-friendly business practices,
and engaging customer experiences.”
How has your cross-border experience been so far?
Please let’s recall at least one challenge and one Finally, if you have to give only one piece of advice to
learning. other companies or entrepreneurs who are just start-
“Cross-border commerce presents a number of challenges ing cross-border operations, what would that advice
and obstacles. Apparel and accessories, in particular, come be?
with their own set of unique complexities. Consumer “As you build and optimise your cross-border strategy,
expectations and cultural considerations can make utilise careful data analysis, market research, and trusted
fulfilment especially challenging. You have to understand e-commerce partners to help you deliver not only your
your market in extreme detail in order to be successful… products but exceptional experiences your customers will
and experience is everything. Returns, import and export appreciate and remember.” ••
up to
compliance are critical and can be challenging to keep up
36

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