More Than a Store: Inside Luisaviaroma's Digital Fashion Empire
To many, Luisaviaroma is the iconic Florentine luxury destination, a temple of high fashion known for its world-renowned storefronts and impeccable curation. To others, it's a global e-commerce powerhouse, delivering the latest trends from established icons and bold new talents directly to your door. But as Camilla Gennari Feslikenian, the dynamic head of social media and web marketing, reveals, Luisaviaroma is so much more. It's a cultural hub, a community builder, and a visionary force blurring the lines between the digital and physical fashion worlds.
From Japanese Wine to Digital Fashion: The Unlikely Path of a Strategist
Camilla’s own journey to the heart of Italian fashion is as unique as the platform she represents. A graduate in Japanese Studies, her first career was exporting fine wine to Japan. This unique background, combining cultural nuance with commerce, paved the way for her next act. A lifelong interest in social media and a personal travel blog equipped her with the skills to navigate the new digital landscape. Today, she leverages that unique perspective to helm the social voice of a global brand, proving that the most valuable industry experts often arrive from unexpected places.
"Always looking for something new, bold, strong, and experimental!" she says when asked about her inspirations. This mantra doesn't just apply to new designers; it's the ethos she injects into Luisaviaroma's digital strategy.
Firenze4Ever: Where the Virtual Fashion Community Becomes Reality
If there's one event that encapsulates the brand's community-first philosophy, it's Firenze4Ever. Camilla describes it as "the long-awaited event of the year," a time when digital connections transform into tangible experiences.
"The virtuality becomes reality!" she exclaims. "It’s an event where bloggers gather in Florence from all over the world and not only get to experience the new collections but also get the incredible chance to meet other fashion experts, designers, and VIPs."
This isn't just a party; it's a strategic gathering of influence. Past events have featured conversations with figures like contemporary artist Gary Baseman and Laudomia Pucci, image director of the historic House of Pucci, discussing the future of fashion communication. During Pitti Immagine, the store leverages experiential marketing to host exclusive premiers and parties that attract international fashionistas and icons, solidifying its status as a necessary stop on the global fashion calendar.
Breaking Barriers and Defining Style in the Digital Age
Luisaviaroma’s core mission is to break down barriers. They've successfully demolished the wall between the in-store and online experience, offering exclusive luxury products and unparalleled customer care across both platforms.
This inclusive vision extends to their definition of a fashion icon. For Camilla and the Luisaviaroma team, style isn't about a single look.
"From Bryan Boy to Sophia Loren," she says. "Here at Luisaviaroma we love everyone who has style, and personality."
Her advice for anyone dreaming of a career in fashion is universally applicable: "The important thing, as in everything, is to be passionate and like what you do!"
For those looking to tap into the energy of Luisaviaroma, Camilla has a direct invitation: "Join us on Facebook and Twitter, it’s a must! (I personally write in both)." It's this personal touch, this passion for connection, that transforms a luxury retailer into a beloved fashion destination.
