In the year 2000, for many the Internet is just a novelty: social media and smartphones do not yet exist. And shopping online is the exception rather than the rule. But someone in Italy foresees the future. In The adventures of an innovator, Federico Marchetti, accompanied by the journalist Daniela Hamaui, retraces his personal story, that of a provincial boy who goes to study in America, falls in love with the Web and returns to Italy to found his company: YOOX . The intuition is simple but brilliant: take the clothes of the big brands left unsold at the end of the season and give them a second chance; or, from the opposite perspective, providing a market yet to be created - the online one - with the possibility of purchasing fashion items from a site. Starting from a warehouse on the outskirts of Bologna, Marchetti transformed it into the first fashion e-commerce in the world. An extraordinary international success achieved by focusing everything on digital and innovation, but without ever losing sight of creativity and customer satisfaction, as well as commitment to social causes and respect for nature. Innovation is the basis of the success of his company which has become the first Italian "unicorn" and is also the talisman which in a life full of unexpected events, randomness and sliding doors has allowed him to meet the protagonists of fashion and the giants of tech, to work with King Charles III, to invent new projects for the present and the future. Including a global task force for sustainable fashion which, by bringing together technology, humanism and artificial intelligence, manages to tackle one of the greatest challenges of our time: the climate crisis.
In the year 2000, for many the Internet is just a novelty: social media and smartphones do not yet exist. And shopping online is the exception rather than the rule. But someone in Italy foresees the future. In The adventures of an innovator, Federico Marchetti, accompanied by the journalist Daniela Hamaui, retraces his personal story, that of a provincial boy who goes to study in America, falls in love with the Web and returns to Italy to found his company: YOOX . The intuition is simple but brilliant: take the clothes of the big brands left unsold at the end of the season and give them a second chance; or, from the opposite perspective, providing a market yet to be created - the online one - with the possibility of purchasing fashion items from a site. Starting from a warehouse on the outskirts of Bologna, Marchetti transformed it into the first fashion e-commerce in the world. An extraordinary international success achieved by focusing everything on digital and innovation, but without ever losing sight of creativity and customer satisfaction, as well as commitment to social causes and respect for nature. Innovation is the basis of the success of his company which has become the first Italian "unicorn" and is also the talisman which in a life full of unexpected events, randomness and sliding doors has allowed him to meet the protagonists of fashion and the giants of tech, to work with King Charles III, to invent new projects for the present and the future. Including a global task force for sustainable fashion which, by bringing together technology, humanism and artificial intelligence, manages to tackle one of the greatest challenges of our time: the climate crisis.
In the year 2000, for many the Internet is just a novelty: social media and smartphones do not yet exist. And shopping online is the exception rather than the rule. But someone in Italy foresees the future. In The adventures of an innovator, Federico Marchetti, accompanied by the journalist Daniela Hamaui, retraces his personal story, that of a provincial boy who goes to study in America, falls in love with the Web and returns to Italy to found his company: YOOX . The intuition is simple but brilliant: take the clothes of the big brands left unsold at the end of the season and give them a second chance; or, from the opposite perspective, providing a market yet to be created - the online one - with the possibility of purchasing fashion items from a site. Starting from a warehouse on the outskirts of Bologna, Marchetti transformed it into the first fashion e-commerce in the world. An extraordinary international success achieved by focusing everything on digital and innovation, but without ever losing sight of creativity and customer satisfaction, as well as commitment to social causes and respect for nature. Innovation is the basis of the success of his company which has become the first Italian "unicorn" and is also the talisman which in a life full of unexpected events, randomness and sliding doors has allowed him to meet the protagonists of fashion and the giants of tech, to work with King Charles III, to invent new projects for the present and the future. Including a global task force for sustainable fashion which, by bringing together technology, humanism and artificial intelligence, manages to tackle one of the greatest challenges of our time: the climate crisis.
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