YNAP CEO Federico Marchetti shares his insights at the Condé Nast International Luxury Conference
From localization to hard luxury, ecommerce consumer trends were the topic of the day when YNAP CEO Federico Marchetti took to the stage at the Condé Nast International Luxury Conference hosted by renowned Vogue International Editor, Suzy Menkes, in Lisbon this afternoon. During his speech entitled “What the Luxury Consumer Wants”, Marchetti shared his insights on the current state of luxury ecommerce and where he sees the market going.

Amongst key points, the CEO of YNAP highlighted the necessity of localizing your approach in today’s global market, where beyond translating content, providing a tailored experience based on each customer’s location, profile and preferences is now a mandatory requirement:
“Customers don’t just want to shop in their own language, they want to be inspired in their own language… The link between our editorial content and shopping is crucial: content to commerce is in our DNA.”
Looking forward, Marchetti cited artificial intelligence as a central solution to creating the tailor-made experiences our customers now aspire to:
“Artificial Intelligence will make the relationship with the customer even more personal. Each customer will have their own shop created around them. So my home page will feature designers that I love like Tom Ford and Dries Van Noten.”
In his closing remarks, Marchetti also touched upon the Group’s latest move to transition the traditionally offline sale of fine jewelry and watches to the ecommerce world:
“There is no limit to what customers will buy online. They’ll buy experiences, and why not a Ferrari car? Anything is possible, if you know them like we do.”