Sarah Vaiani

Thrilled to see my perspective on emerging customer behavior making headlines on Italy's #1 business newspaper (Il Sole 24 Ore) Giampaolo Colletti and Fabio Grattagliano perfectly synthesized what I've been observing: the lines between gaming, commerce, and brand engagement are dissolving before our eyes. The article highlights three game-changing trends that every marketer should understand: ☝️ Virtual worlds as marketing frontiers: Platforms like Fortnite, Roblox, and Minecraft aren't just games anymore, but act like immersive marketing ecosystems where brands can create authentic experiences that resonate with Gen Alpha and Gen Z. ✌️ The rise of new forms of "advergame": We're witnessing the emergence of advertising that doesn't interrupt the experience but enhances it. Brands are becoming part of the gameplay itself (aka creating value rather than disrupting it). 🫶 Community-driven commerce: These platforms are proving that the future of retail isn't selling products, it's building COMMUNITIES WHERE COMMERCE HAPPENS NATURALLY. What fascinates me most is how these gaming environments are teaching us new rules for customer engagement: 1. authenticity over promotion, 2. experience over transaction, 3. community over audience. The implications for traditional retail and marketing are profound and they apply beyond Fortnite, Roblox and Minecraft. 😉 -gs

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👓 What the eyewear industry teaches us about successful #growth and bold and impeccable #corporate #strategy #ideation and #execution? Based on my recent SDA Bocconi #Insight contribution, here are five key lessons: 1️⃣ Vertical integration is a launchpad for innovation, not just control. 2️⃣ Proprietary brands strengthen portfolios beyond licensing logic. 3️⃣ Global listening matters, growth requires local insight, not just distribution. 4️⃣ Italy (and Veneto) is more than a supply chain: it’s an R&D lab in motion. 5️⃣ Eyewear is an important gateway to Made in Italy, cultural and emotional. Eyewear proves that heritage sectors can be reimagined, with the right balance of craft, scale, and vision. ➡️ Full article here (Italian version available): https://lnkd.in/d6M-WsRN #Eyewear #LuxuryStrategy #MadeInItaly #B2B #Innovation #SDAInsight #GrowthStrategy #Symbolicindustries

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#Duediligence Alert: The Italian Competition Authority (AGCM) has fined #GiorgioArmani SpA and GA Operations SpA €3.5 million for misleading ethical and social responsibility statements that didn't reflect the actual working conditions at suppliers and subcontractors to whom production had been outsourced. This follows the #Dior case a few months ago. The AGCM cited declarations in the Armani Code of Ethics, the Armani Values website (www.armanivalues.com) and the Armani website (www.Armani.com). Giorgio Armani SpA responded with surprise and plans to challenge the decision in the Regional Administrative Court (TAR), stating that they have always operated in fairness and transparency. This is the latest in the growing list of cases brought by competition authorities in France and Italy against companies whose #humanrights and #environmental claims are vague, unsubstantiated or false. It's important to note that the crux of the matter in each case was the failure to conduct due diligence, including the tracing and verification of production sites and standards. EU due diligence laws may be in flux, but prosecutors and competition authorities are reminding us that the risks to consumers, investors, companies and stakeholders are real. What should companies do now? Doubling down on announced audits of known suppliers will achieve nothing. This is not about the knowns, it's about the unknowns, the risks of subcontracting, of price-driven corner-cutting. Companies need to ask themselves how they may be causing or contributing to supplier attempts to evade labour laws, collective agreements, taxes and social security contributions. In short, companies need better risk identification, then they can target their audits. Michael Posner Dorothee Baumann-Pauly Justine Nolan Markus Löning Christine Kim Equiception Business and Human Rights Simone Cipriani Matteo Ward Ken Pucker

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