Launching a foreign retail brand in Italy is an ambitious project full of opportunities, but it is also a challenge that requires a carefully crafted strategy. Italy, with its unique cultural landscape and deep roots in design, fashion, and craftsmanship, is a market that rewards authenticity and connection with the local context. However, it also has specific local characteristics that must be considered to create a localization strategy that truly works.
Understanding the Market: Diversity Makes the Difference
Italy is much more than a single market: each region, and often each city, has its own cultural identity, specific tastes, and consumption dynamics.
Milan, for example, is the center of fashion and design, attracting a cosmopolitan audience attentive to international trends. Rome, with its historic charm, favors classic and sophisticated elegance. Florence is the heart of luxury craftsmanship and high-quality food and wine, while Naples offers a vibrant and creative scene that celebrates originality and passion.
Padua, a university city, is cultured and curious, with a predominance of independent retailers over franchise brands. The first and fundamental phase of launching a foreign retail brand in the Italian market requires an in-depth analysis of the local market to understand the population composition, commercial landscape, and socio-cultural trends.
Localizing Brand Elements: Beyond Translation
On a verbal level, entering a new market is not just about translating existing materials.
The correct approach is localization, which goes a step beyond translation.
Localization allows text to be integrated into the social and cultural context, making it particularly useful when entering a foreign country.
A brand aspiring to establish itself must be able to speak the cultural language of its target market, understanding its sensitivities, historical references, and audience expectations. The same applies to the brand's tagline. In many cases, during brand internationalization, it may be necessary to revise brand messages to ensure they are immediately understandable, remain faithful to the original spirit, and uphold the brand promise.
Additionally, it is crucial to verify that the brand name and advertising claims do not have negative or misleading connotations and to avoid literal translations that might seem forced or out of context.
Communication Strategies: The Power of Local Storytelling
A universal element that connects people beyond geographical borders is the love for well-told stories. Therefore, crafting a strong brand storytelling strategy is essential for creating an emotional connection with the audience.
Collaborations with Local Influencers
Influencers and content creators significantly impact purchasing decisions, especially when they are embedded in a specific local context. That is why it is important to select creators aligned with the brand’s values and who have a strong following on platforms relevant to the target audience.
Geo-Localized Campaigns
When launching in a new market, marketing campaigns play a crucial role in communicating the local element. It is advisable to develop campaigns that incorporate elements of local identity, align with the cultural context of the area, and establish a connection with the target audience without seeming artificial or forced.
The Importance of Offline Strategies
For new store openings, more traditional channels like radio or Out-Of-Home advertising can be highly effective in terms of reach. Additionally, organizing a calendar of events relevant to the brand is a great opportunity to create an initial connection with the audience, allowing them to experience the brand's essence and promise firsthand.
Continuous Monitoring and Adaptation
A brand launch is just the beginning. After opening, it is essential to monitor performance through customer feedback, sales analysis, and data from both digital and offline channels. For this reason, it is important to continuously track feedback on social media and in physical stores, analyze data with intellectual honesty, and identify areas for improvement and growth opportunities.
Discover how We-Go supported Palais Des Thés, a French retailer with an international presence, in opening its first store in Italy, in Padua.
Read more about the project details here.