A sweater with tulle and sequins, a double-breasted coat made of brushed wool fabric: Twinset customers have a wide range of styles to consider for enriching their wardrobe. This variety, combined with the craftsmanship that attracts the most discerning customers, reflects Twinset’s ambition to expand into an increasing number of international markets. Telling this story through digital marketing and delivering an exceptional online eCommerce experience requires careful planning and execution. That’s exactly what led Twinset to a successful collaboration with Highstreet.io.
Founded in 1987 in Carpi, Twinset Milano is a high-end fashion brand whose line also includes small leather goods, bags, accessories, and shoes. Its feminine and contemporary perspective is reflected in elaborate and sophisticated knitwear that evokes the feel of lace, and in its distinctive floral patterns that convey a spirit of timeless romance. Much of Twinset’s production continues to be based in Italy, and its ongoing evolution includes the introduction of Actitude, a collection of impactful garments for younger consumers.
Although it enjoys a large market share in its native Italy, Twinset sees the opportunity to attract more customers in countries such as France, Poland, Belgium, and beyond. This is not just about selling in-store and online but also meeting customers wherever they are through a diverse range of digital channels. In recent years, for example, Twinset has become more active on Pinterest, added more content on TikTok, and made its products available through sales platforms like Zalando.
“We’re adding more and more data feeds to execute our strategy,” said Francesco Bianchi, Digital Marketing Manager at Twinset. “One of the most effective strategies to increase brand awareness is better leveraging digital activities to ensure our presence. But as we do this, tracking and analyzing data becomes increasingly complex.”
Twinset faced additional complications while exploring multiple digital channels because the company manages its sales and marketing processes through a customized implementation of Salesforce. Manually managing and updating product feeds would have been too demanding for employees and would not necessarily provide the best experience for Twinset’s customers.
Twinset Milano turned to Highstreet.io to leverage its product feed management solutions, which help companies distribute and optimize data in the format required for each type of digital channel and marketplace. In Twinset’s case, working with Highstreet.io means the company can now market its luxury apparel on Criteo, Google Shopping, Hero, Facebook, and soon Stylight.
Highstreet.io was able to address Twinset’s specific needs regarding synchronization with its eCommerce thanks to its efficient integration with the Salesforce Commerce Cloud (SFCC) platform. Highstreet.io’s integration with SFCC allows Twinset to frequently update stock and pricing information without overloading the SFCC engine. This is achieved through configurations in Salesforce Commerce Cloud’s Business Manager, which efficiently sends catalog data to Highstreet.io for use in online marketing campaigns.
From its collaboration with Highstreet.io’s feed management platform and integration with Salesforce Commerce Cloud, Twinset now has, as Bianchi described, an extremely versatile platform to meet its digital marketing needs.
Other benefits from the partnership include:
Today Twinset is eyeing the number of fashion-conscious consumers who discover their next favourite brand on TikTok or Pinterest.
Tomorrow, there may be other players in social media or other platforms where it needs to be active and highly visible. Automating its feed management through Highstreet ensures Twinset can act with both agility and speed.
“Highstreet.io is really helpful because we just provide the guidelines for new feeds and within about 24 hours, the next day, everything works,” said Bianchi. “It’s really easy and fast.”
Highstreet.io’s Salesforce integration has allowed Twinset Milano to import its main catalog and manage multiple storefronts more effectively for its growing number of international markets. This includes managing price lists for different countries from a single global inventory file for all the countries where the brand operates and supporting multicountry architecture for platforms like Facebook.
Beyond Italy, Twinset is now able to serve customers in Austria, Belgium, France, Germany, the Netherlands, Spain, Switzerland, and the UK. “In the past, managing our data feeds directly on Salesforce was really difficult,” said Bianchi. “It’s not just about expanding into new countries but also other factors, like new languages, currencies, and differences between catalogs.”
In addition to expanding into new markets, Twinset has continued to develop its range of technologies to gain greater visibility and performance across all digital marketing opportunities. For example, Twinset made the strategic decision to adopt Talon One, a comprehensive promotional engine designed to enable brands to create targeted and personalized campaigns based on customer data and sessions.
Although Bianchi admitted that this type of change can bring new challenges, Highstreet.io and Twinset’s systems integrator managed to ensure the successful adoption of Talon One.
“It wasn’t easy, but we did it in a really short time,” said Bianchi.
Bianchi said the Highstreet.io team has been very helpful in addressing technical challenges as they arise. The work done by Highstreet.io means Twinset is also able to be more present on fashion aggregation services like Stileo. The company plans to do the same soon on Lyst.
“It used to be almost impossible, and now we can do it.”
“It’s been a real advantage to be able to move forward with our strategy and make decisions without our data feeds being a problem.”
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