{"id":24635,"date":"2022-09-21T15:11:15","date_gmt":"2022-09-21T15:11:15","guid":{"rendered":"https:\/\/wordpress-573443-3036424.cloudwaysapps.com\/the-company-digital-content-factory-the-experience-with-maxmara\/"},"modified":"2022-09-21T15:22:13","modified_gmt":"2022-09-21T15:22:13","slug":"the-company-digital-content-factory-the-experience-with-maxmara","status":"publish","type":"post","link":"https:\/\/wordpress-573443-3036424.cloudwaysapps.com\/en\/the-company-digital-content-factory-the-experience-with-maxmara\/","title":{"rendered":"The company Digital Content Factory: the experience with MaxMara"},"content":{"rendered":"\n

The concept of the digital content factory was one of the protagonists of the latest e-P Summit 2022, the appointment of Pitti Immagine dedicated to the relationships between fashion and the digital world. The intention was to delineate future prospects; and with a claim like Shaping the digital future of Fashion<\/em> to give a clear status and position of the current transformation under way.<\/p>\n\n\n\n

\u201cIn our opinion, the paradigm is shifting\u201d, announced Stefano Righetti, CEO of Hyphen-Group. \u201cFrom a production dedicated to specific touchpoints, to a true digital factory at the service of various interested companies.”<\/p>\n\n\n\n

In brief, as also mentioned by the scientific director of the e-P Summit, Rinaldo Rinaldi, \u201cit\u2019s about a digital supply chain and how this should accompany and integrate into the physical supply chain. A strategy that the MaxMara Fashion Group has pursued for years, also thanks to the contribution of Hyphen. Antonio Farini, Group CIO, Group CEO CRM, Group CEO digital division & e-commerce of the company, explained it during his speech. \u201cIt\u2019s a work in progress, because until some time ago we, like the entire industry, when talking about content we thought of ad campaigns and the space that these would have eventually occupied in our stores\u201d, began the manager. \u201cThen digital arrived, e-commerce, sales channels exploded, as did the quantity of content and the number of formats necessary. How to react? The digital content factory is one of these solutions\u201d.<\/p>\n\n\n\n

A systemic approach<\/h2>\n\n\n\n

With its 71 year of business, the MaxMara Fashion Group has crossed all of the phases of the fashion industry, with the honour of contributing to indicating a direction. Farini also made it clear that mistakes can also be made, but that it is important to react strategically: \u201cRegarding the content, it was initially believe that the effort necessary and the costs were too high, and so were delegated to the channels, but then lot consistency. In the physical world, it\u2019s relative, but in the digital world it\u2019s a disaster. It destroys what was built up over the years: the brand image\u201d.<\/p>\n\n\n\n

In the same view, Righetti highlighted how the growing needs of the new media require a transverse, or systemic approach. \u201cIt passes from a paradigm in which each channel has its own processes, its own instruments and suppliers in a wider concept of factory: in brief, an organizational structure that thinks of the system is created\u201d, punctuated the founder of Hyphen. \u201cIn practice, when creating content, whether an image, a text or a video, I should already worry during the production phase about satisfying all the possible needs for all the potential requesters\u201d.\r\n\r\nFarini mentioned that in reality, this philosophy belongs to the sector, it is not new: \u201cWe in the fashion world are masters of this. Every six months there are creative who create new products and other department who take care of the industrialisation. The same process is necessary for the content. This means operating in a way that the creative content is processed by experts that allow the application of an industrial method to production, repository<\/em> and distribution.<\/p>\n\n\n\n

Beyond organisational and functional silos<\/h2>\n\n\n\n

Today, the obstacles to building an efficient content factory are clear: the main one is the localized budget organizational model and functional hierarchical structures. \u201cIt\u2019s not only a technological question but a vision theme. The concept of the digital content factory is independent of the technologies that are used\u201d, maintained Righetti. \u201cIt\u2019s made of concept, design, process revision, and most of all, the use of human resources in a different way. It\u2019s no coincidence that people with very specific skills are needed – many are already present in the company, and must be accompanied and updated\u201d.<\/p>\n\n\n\n

Farini of MaxMara called it \u201cthe breaking of the organizational and functional silos\u201d and also recognized that it takes a lot of effort. \u201cWe are used the fact that the style creates its content, then gets to the shop windows, retail and then e-commerce. It is necessary to explain to each of these departments that a common repository requires additional effort. It\u2019s easy to amass the highest number of books within a storage warehouse, but if we want to find them, it turns out it\u2019s easier to re-buy them.  Another approach is that of the library. It requires greater effort, but the benefits are clear\u201d, admitted the manager.\r\n\r\nThe content is like an element that to be placed in a system in space and time, it needs to respect not only the common rules but also be equipped with those characteristics and accessories that make it shareable, indexable, and therefore contextualized. \u201cThe key aspect is that a company is already used to working on products with a workflow, while it continues to work on content by function\u201d, said Farini.\r\n\r\n \r\n\r\nWith regard to capital costs, Righetti mentioned that there is a key to justify the effort. \u201cIn addition to measuring the KPIs (Key Performance Indicators) of the sales campaign and sell-out, they can also measure the performance of each single piece of content. For example, if a video converts and a 360\u00b0 no, an immediate intervention can be made, rationalizing the activities or changing strategy. Finally, with digitalization, one can measure which are the most effective contents – and therefore streamlining the workflow behind it and its type – allows a conversation with the stakeholders of the various functions\u201d, highlighted Righetti.\r\n\r\nSimilar to what Farini said about the consistency of content, here it regards consistency of management of the asset: content effects the conversion rate and the prospective on further production.<\/p>\n\n\n\n

Finally, the d-P Summit 2022 has been the official Hyphen-Truck presentation window, the first digital content factory on wheels by Hyphen. And smiling, Righetti admitted: \u201cOn one hand, a provocation, and on the other a completion of all use cases in the digital transformation process. It wasn\u2019t only created for fashion, but for every sector. It\u2019s truly a mobile content factory\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":"

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