September 14, 2020


Completely digital collections, showrooms in the world’s most important fashion capitals, presence at major trade fairs and an agreement with Oracle for digital evolution: the omni-channel strategy of Albini Group leads the company towards the future.

In the latest months the Covid-19 emergency has internationally highlighted the necessity for serious changes in the textile industry, as well as in all mature sectors. The lockdowns in various countries have accelerated the consolidation of e-commerce and new consumption habits, provoking also the textile industry to transform organizational models and to rethink its “go-to-market” strategy in terms of tools and timing for all companies.

In this context, Albini Group has further reinforced its original plan, already launched last year, to prepare the group for a “second digital revolution”. In fact, in 2010, Albini outlined a precise digital roadmap by launching the first e-commerce dedicated to the “made-to-measure” sector – nowadays it transits 90% of the line’s orders – then strengthened its leadership by adding a dedicated app called Fabric Butler which is also consultable by the final consumer and overall by systematically increasing its digital-oriented approach towards the market in the last decade.

In this context, an in-depth market analysis led last spring to an agreement between Albini and Oracle, a multinational player in tech and cloud solutions, for the creation of a new revolutionary integrated B2B platform. The platform foresees a complete go-live in 2021 and will bring all the Group’s business areas online, from the Bespoke world to the seasonal collections, which will be easily available for all Albini customers.

“The partnership with an absolute leader in its sector such as Oracle is for Albini a very important step in our Digital Wave 2.0. This multi-channel platform will change the user experience on the textile market, both in terms of the company-customer commercial relationship, and in terms of service and quality, by acting on products and processes, making them more efficient and effective” says Fabio Tamburini, CEO of Albini.

In fact, the platform will have significant impacts on the commercial approach, creating the possibility to have customized digital folders for each client, generate 3D renderings of shirts starting from the Albini seasonal proposal and much more, providing the customer with a complete digital experience. Furthermore, thanks to a 360° point of view, it will improve service and quality levels, confirming Albini’s leadership on the market.

“We are proud that a quality Made in Italy brand like Albini has chosen to digitize its commercial front-end and client service with Oracle’s cloud applications” commented Marco Ferraris, Country Leader CX and Cloud Applications at Oracle Italia. “The customer experience is in fact more important than ever, both in the B2C and B2B sectors – because behind the companies there are people who choose based on the experience they have throughout the approach, selection, purchase and post-sales process. Our cloud-native applications fully embrace and satisfy all these phases, with the help of artificial intelligence and machine learning that simplify the processes of users within the company, in this case the sales, marketing and customer care managers”.

“A real customer proximity tool, thanks to which we can be even more close to our customers, offering them a better and personalized service. A digital platform that will also bring great benefits to the physical world: in order to be ready to respond to increasingly immediate requests dictated by the speed of the digital world, it was indeed necessary to start rethinking the organization of the entire supply chain and we are already noticing the first results, reaffirming ourselves once again as a reliable partner for the best fashion brands, shirt makers and retailers from all over the world” concludes Tamburini.

The delivery of the first digital tool is already a fact: to respond to the immediate needs of the market, Albini Group created a Virtual Showroom which allows customers to have remote access to all the fabric collections of the Group’s brands – Albini 1876, Albini Donna, Thomas Mason and Albiate 1830. Using highly advanced technology, the 2000 fabrics of the Autumn / Winter 2021-22 collections are now just a click away.

Our new e-commerce developed with Oracle, which will be released in 2021, will complete a long-term process that will lead Albini to confirm itself as the absolute leader in terms of innovation in the sector, not only in terms of product, but also in terms of service and reliability.

Digital innovation does not penalize the importance of human contact: in recent months Albini Group has reinforced, with particular attention and care to safety measures, its presence in the most strategic cities in the world such as Paris, Barcelona, New York and Tokyo, with dedicated showrooms that became fundamental meeting places for all customers who cannot travel at the moment. The Group also participates at the fairs of Milano Unica in Milan and Fabric Days in Munich. All part of its well-thought omni-channel strategy.