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~ Taxmen ~

How has your cross-border experience been so far? expertise gained working in my father’s stores definitely
Please let’s recall at least one challenge and one had an impact in terms of knowledge and in the constant
learning. pursuit of customer satisfaction. My mantra is ‘offering
“We are aware that consumers across the globe have online the same care and luxury experience as in a
different habits and preferences, but it is also hard to boutique.’”
understand the key factors influencing the purchase path.
We have been targeting the South Korean market, where Can you also tell us about your customers? How do
our European marketing plan proved to be inefficient since you ensure that they will still be loyal to your brand?
the most efficient customer acquisition channels in Europe “Customers are our obsession, and our goal is to offer them an
were not delivering encouraging results. The customer everlasting luxury experience capable of always driving them
journey we used to know was radically different in South back to our platform. To do this, we work hard to optimize
Korea, where consumers usually mature the intention to our website, offering several kinds of privileges to our most
buy in blogs, Naver Cafè, and social media rather than loyal customers. Our latest initiative was the launch of the
search engines.” Giglio Token, the first cryptocurrency in the luxury fashion
world. Giglio tokens can be used directly on GIGLIO.COM
GIGLIO.COM is a family business founded in the as access passes to virtual experiences and augmented reality
1960s. Can you tell us a bit about the benefits of sections linked to the fashion, crypto, and NFT worlds, but
owning a family business and how this has helped also to access exclusive items and dedicated benefits. Giglio
your brand grow this much over the years? Tokens speak to the new generation, Gen Z, providing new
“I come from a pioneer family. My grandfather and my digital experiences and hopefully meeting their expectations.”
father ran their business in Palermo when nobody could
have imagined dealing with fabrics and even less with What plans does GIGLIO.COM have for the
high-end fashion boutiques. The story of Giglio as a following five years?
boutique started in 1965. Michele Giglio, my father, “Having brought the share of international sales from the
introduced to the city the most iconic designers of the 50% of the pre-pandemic to the current 70% is already
time, such as Armani, Fendi, and Saint Laurent. It was a declaration of intent: we want to establish the brand
groundbreaking. In 1996, the internet was at its early internationally and become a leading online player across the
Text: Nico Hoeijmans // Photos: Dagmar Sporck, Drestige
stage if you consider that Amazon was founded in 1995, most influential markets.”••
and Google didn’t even exist at the time. I decided to
bet on the future, and even if it was going to take time, I
knew that my will would lead me where we are now. The

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