Leading Italian fashion house, The Trussardi Group, has repositioned its brand in the contemporary luxury market, evolving its business model from wholesale to omnichannel retail, with a solution from Dedagroup Stealth, the company dedicated to fashion and luxury retail, and part of Dedagroup.
First established in Bergamo, Italy in 1911 as a luxury gloves manufacturer, Trussardi Group is recognised worldwide as a lifestyle brand known for its excellence, tradition and unique style. Its leather craftsmanship and innovative techniques put the Trussardi Group at the centre of contemporary fashion, which includes its accessories and ready-to-wear lines – Trussardi and Trussardi Jeans.
The Group’s brand portfolio has since expanded to include sunglasses, fragrances, watches, children’s wear, menswear and furnishings. Trussardi products are sold and distributed in Italy, Europe, Asia and Middle East through a selected network of over 190 own brand stores, over 1,500 multi-brand stores, department stores and also direct via its e-commerce website.
Trussardi transitioned from a wholesale to a retail business model, based on a network of proprietary and franchised stores. The wholesale model was underpinned by a rigid legacy system and built on a strong internal production footprint, that characterised the company in the nineties. Fast forward to 2017, and Trussardi required a more robust end-to-end omni-channel system that could manage and control the Group’s entire product chain, from factory to point of sale.
Trussardi selected the Stealth® platform by Dedagroup Stealth to integrate its European operations onto a single platform, with implementation starting in 2017 and roll out expected to be finalised this year. Trussardi is already using the solution to optimise stock, manage replenishment and distribute goods throughout all its channels. Its integration with the POS – one of the key benefits Trussardi sought from this project – has also minimised the impact on the new openings and operations of its stores, and has facilitated efficiencies across the business.
Massimo Dell’Acqua, managing director at Trussardi, said: “Dedagroup Stealth has no equal in terms of its experience and knowledge of the production and management of fashion brands. They provided the ideal solution for us, both for their software and people.”
Luca Tonello, sales manager at Dedagroup Stealth, commented: “Trussardi’s organisational transformation affects all areas of the Group’s business, so it was essential it could achieve its objectives around efficiency and competitiveness, not least at a time when the fashion market is demanding more coherent brands, high-quality and recognisable products, and faster go-to-market strategies. With all its operations integrated onto one platform, Trussardi has the capabilities to manage its entire product chain – from factory to point of sale – allowing it to drive performance across the business.”