Many groups feel and some have begun to do so

Discreet, at the limit of the shyness, the founder of Yoox does not search advertising. He knows that it has not necessarily brought luck to his illustrious predecessors: Boo, Luxlook or Italian Touch, sponsored by LVMH, Benetton or Della Valle, but by the collapse of the dot-com bubble. A thirty-seven years, Federico Marchetti, born in Ravenna, a graduate of Bocconi University of Milan and the Columbia University New York, keep cool heads. This does not prevent specialist of the "online mode", based in Bologna and Milan, stroking a rating on the Stock Exchange 2007 project. In five years, the company is asserted as the only real success of the "dotcom Italian" with a turnover of EUR 53 million in 2005, up 47 over a year, and an operational presence in 27 countries.

A valuable channel of dissemination

The parable of Yoox (2.5 million visitors per month and 1,415,000 articles sold in one year) is the demonstration that can still create innovative business in Italy. Its founder is not less lucid. "It is not so easy to find capital for starting a business in this country." Venture capital is not developed there as in England. "I had a lot of chance to meet Elserino Piol Editor's Note: pioneer of venture capital and historical sponsor for Tiscali in Italy". With the help of Benchmark Capital and Kiwi Investment, Yoox has become the electronic partner for major brands of fashion Italian, Armani, Diesel, Miu Miu, Dolce & Gabbana..., but some were reluctant Internet. It provide, indeed, a valuable distribution channel for their purposes of series (50 of sales). "On the one hand, the"made in Italy"was for us an enormous competitive advantage. On the other, to establish a logistics "in Japanese" Italy was a Homeric battle. The organization is not in the Italian mentality. Our strong point is more creativity. In the context of new technologies and innovation, we are certainly behind the Anglo-Saxon countries.

Relocate, an error

Born on the eve of the arrival in power of Silvio Berlusconi, with a capital base of 1.5 million euros, "the most visited virtual shop in Europe" today markets approximately 300 brands worldwide, more than half are "made in Italy". The young company is 25 to 30 of its sales in the US, 60 in Europe and 6 in the Japan.

Accustomed to rubbing to international markets, the founder of Yoox does not hide his skepticism about the robustness of the current Italian productive model based on the traditional system of industrial districts, these clusters of SMEs within the same basin. "Could have done more to prepare SMEs to Chinese competition.". For some companies, this has been a real cold shower. In fashion, the relocation of the high production of range in Romania or China is, in my view, a tragic error. Many groups feel and some have begun to do so. "If we waive our specificity, based on creativity, it is the death of the"made in Italy"," says Federico Marchetti, without hiding his admiration for the "creative genius" large "pioneers", such as Gianni Versace and Giorgio Armani.

On the balance sheet of the past five years, the founder of Yoox see it rather halftone. All is not negative, including flexibility of employment. "It is true, the macroeconomic data are hardly encouraging, but in terms of quality of life, the Italy is best subdivided." Obviously little concerned by the policy, it will be for the Japan during the legislative elections, "an important appointment.