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~ Go Global Ecommerce ~

believes that a woman should feel beautiful and confident But how does a company move from a traditional boutique
every time she wears a dress. It should bring out her retail experience in the heart of Italy’s fashion district to an
personality and encourage her to be herself.” online retail experience in the United States? Clearly, walking
into a boutique in Sant’Andrea, Milan, is not the same as
Chiara Boni as a Growing Brand making a purchase online, and yet consumers still feel like
We know about the designer, inspirations, and processes they are getting a luxury experience.
that bring Chiara Boni’s creations to life. But designing
and producing is just the start. A brand can’t succeed on its Salerno says that experience was key to their global
product alone. expansion. They understood that while customers couldn’t
speak face-to-face with a staff member and wear the
In the words of P. T. Barnum, “Without promotion, something clothes, there were still ways to give them the sort of luxury
terrible happens... nothing!” experience that they expected.

Chiara Boni partnered with Go Global Ecommerce to help “We have always sought to offer our customers the highest
with its global commerce and ensure its expansion was both shopping experience both online and offline,” she says.
fast and effective. But what was the initial catalyst that “Our aim is to recreate the retail environment by ensuring
created this partnership, and what kind of benefits does it that every second of their experience is tailor-made and
provide for Chiara Boni? distinguished.”

“In 2019, we were keen to boost our retail sales through “One of the ways that we do this is to hire virtual sales
e-commerce,” Salerno says. “We wanted to work hand-in- assistants that have a deep understanding of our collections
hand with a reliable partner who could identify with and and products, as well as the materials and processes that go
commit to our online expansion into the USA market. into making them. These sales assistants are real. You can’t
Finding a partner that understood and adapted its product to claim to offer a luxury experience and then rely on chatbots.
the needs of the market was key to fine-tuning the services You also can’t rely on contact forms that create a divide
that we offered our consumers.” between the customer and the sales assistant.”

“We also needed a partner who was an expert in multi- “After all, if you walk into a boutique and have a question
inventory management. Selling to another continent means about one of the products, you wouldn’t be very happy if we
dealing with the country’s preferred local payment methods, told you to write it on a piece of paper, leave it on the desk,
fraud and risk protection, as well as managing the various fees and then check back in a couple of days.”
and legal complexities. There were a lot of things to consider,
and we were fortunate to find such a complete and dedicated “You want an answer there and then, and you also want to
partner in Go Global Ecommerce.” deal with someone who is friendly, approachable, professional,
and incredibly knowledgeable. By ticking all of these boxes,
Is it just the United States that it is focusing on right now? we can make the customer feel like they have just stepped
into one of our Italian boutiques, even though they haven’t
“The USA is the main market that we’re focusing on right actually left their homes.”
now. There are others, sure, but this is our main consideration
for the time being. After all, it’s the biggest market for luxury Service is clearly something that Chiara Boni has emphasised
fashion, and although it’s very competitive, we have been able during its recent expansion, but product quality has obviously
to adapt very quickly. Of course, it doesn’t hurt that Chiara remained at the highest possible level. That’s what keeps
Boni’s products are designed and made in Italy. It’s the customers coming back for more.
European capital of fashion, and it is home to many of the
world’s most famous luxury brands. Consumers know that if What is Chiara Boni’s main competitive advantage when
you want the best—whether it’s a tailored suit or a timeless it comes to the actual product? Why have these clothes
black dress—you go to Italy. captured the hearts of so many American women?

Salerno seems to agree, noting that the brand’s “strength and Donatella Salerno says, “Chiara Boni La Petite Robe
power” are its identity, as is the iconic style promised by its collections are made of a single fabric in different layers.
“Made in Italy” label. Take our iconic Stretch Jersey as an example. It guarantees
elegance, great fit, and easy care, all of which are key
The Competitive Edge considerations for modern women. It’s simple, smartly
Donatella Salerno defines Chiara Boni La Petite Robe in four designed clothing, but it comes with the quality guarantees
words: “Timeless, elegant, great-fit, and sustainable.” that you get from the Made in Italy label.”

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