Moments in Milan: Day 6

Today was a long day, starting with a tour of the Lineapelle leather collection followed by a visit to the magazine archive for fashion that holds all prior history of fashion and what was popular going back to the 1800’s and finishing with a class lecture on more supply chain information. At Lineapelle, we were given lectures on all the leather processing and work that goes in to preparing leather for companies to produce goods out of and all the different types of leather there are. We were shown examples of many the different types of leather with calf, cow, shark, lizard, various snakes, fishes, and furs to name a few. The explanation of how everything is done and the processes behind them that drive the fashion industry through raw materials. My favorite fact was the fact that no animals were killed for the leather, but rather were killed for other industries of society with the furs and leathers gathered from there. Essentially making a massive portion of the leather for the fashion industry one completely recycled from other industries across the world like food production.

At the fashion archive library, we got a tour of the space, which was much smaller than I expect but still extremely peaceful and nice. The arrive had over 70,000 magazines in its collect to source past designs and trends in the industry, but she corrected that number to being closer to 75,000, which is absolutely monumental. A loss of that amount of information would be catastrophic to the industry, separating clothing design from its roots and ties to the past. Later that day we had the supply chain lecture that focused on digital marketing with respects to the company Velasca. This shoe company appreciated the ties to Italy’s past with handcrafted 100% Italian made shoes, but didn’t like the price range they fell in so to cut expense to allow for more affordable shoes the company cut all middle men to sell directly to its customers. They found their customers expectedly through digital marketing, where with an email list of prior customers they found the individuals facebooks and tracked information trends about what customers that purchase from them are typically like. With this knowledge they used algorithms to track other individuals across the globe that fit similar profiles and with that have created a successful ad campaign. With over 60,000 customers that on average buy 2.8 pairs of shoes each, its evident that the company has found its niche in high-end yet affordable leather shoe-wear.

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