The summit of Pambianco Strategie di Impresa for the Decor & Design sector reaches its 4th annual edition
The event organized in collaboration with FederlegnoArredo and the magazine Interni has the aim of generating discussion among entrepreneurs and managers on the need for companies in this sector to complete their processes of digitalization to boost online sales and to accelerate the process of internationalization.
The moderator for the one-day program was Nicola Porro, who after the greeting by Luca Peyrano, CEO of Elite – London Stock Exchange Group, immediately delved into the research on “Digital technology: the impact on management of design companies,” presented by David Pambianco, CEO of Pambianco Strategie di Impresa.
To convey a sense of the impact of the digital: there are now 4.8 billion smartphones connected on a global level, and the average time spent on social media is constantly growing. Over 58% of physical purchases are influenced by online contact, as the younger generation of consumers grows up.
The summit also concentrated on e-commerce, whose greatest advantages include direct contact with consumers, the possibility of reaching a large potential target; the disadvantages remain competition with the company’s own dealers, limited willingness of consumers to make online purchases of large items, and the great complexity of design and logistics involved.
Gilda Bojardi, editor of Interni Magazine, talked about the publication’s international experiences. Interni has been a forerunner, opening to China back in 2006 with the first exhibition produced in collaboration with Italian companies, “50+2Y Italian Design,” repeated in 2011 with “Creative Junctions” by invitation of the Chinese government. Over the last 20 years the drive towards internationalization has also been part of the exhibition-event during the FuoriSalone in Milan (the 2018 event “House in Motion” had about 380,000 visitors), where temporary installations permit experimentation with materials, projects and works of micro-architecture.
The morning program continued with two face-to-face interviews in which Claudio Feltrin, president of AssArredo, examined the challenges of the furnishing sector in Italy, and Stefano Cazzaniga, Export Manager of Interni Arredamenti, addressed the theme of retailing and international growth.
A duo interview followed on “Design Made in Italy: strong and weak points in the global context,” with Franco Guidi, partner and CEO of Lombardini 22, and Massimiliano Locatelli, architect and designer, co-founder of CLS Architetti.
The first session concluded via interviews with Nicola Coropulis, General Manager of Poltrona Frau, on the construction of a luxury furnishings brand, and Claudio Luti, president of Kartell, who presented an interesting case history on brand strategy in terms of research, innovation and expansion.
The second part of the morning opened with an interview with Belén Frau, Country Retail Manager of IKEA Italia, who explained the brand’s vision in a discussion on Future retail challenges between digitalization and customer experience.”
The summit then featured two round tables, the first with Nicolò Gavazzi, Chief Sales Officer of Boffi Group, Carola Bestetti, Communication and Marketing Director of Living Divani, and Giulia Molteni, Head of Marketing and Communication of Molteni&C | Dada, on the theme of the new generations coming to terms with an increasingly competitive market; the second with Daniele Lago, CEO & Head of Design of Lago and Gianluca Mollura, CEO of Mollura &C, to talk about e-commerce and its potential to reach a global market.
The intense morning came to an end in an interview with Franco Bianchi, president and CEO of Haworth, on the image of Italy in the United States.