November, 26th, 2018

‪FASHION FORMULA ONE‬
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November 2018.‪ “‬@Kering_official will leverage its in-house technology and operations team to fully internalize the e-commerce activities currently handled through the joint venture with @YNAP. Following a highly successful and fruitful seven-year partnership with YNAP, these e-commerce activities will transition to Kering in the first half of 2020.” ‪To grasp the stakes, think Formula 1, where motorsports are constantly straddling with technology. ‬“The new Sauber will be fitted with Ferrari’s latest-specification power unit”. Replace Kering by Sauber and Ferrari by YNAP. Indeed a big leap for Kering to build its own power unit. Doable but it is not what its core business is about. Kering’s Chief Client & Digital Officer Grégory Boutté (he is not on Instagram, only on twitter “gboutte”) is the new in-house @FedericoMarchetti: “We will continue to work with them post-transition and to enjoy a fruitful relationship.” Divorzio All’italiana? Si. #Kering will ‪need way more than Mr. Boutté’s vision to built its in-house digital capabilities.‬ Enzo Ferrari (Marchetti) is no Peter Sauber (Boutté). ‪Why not consider buying YNAP via a hostile takeover which means going after #Richemont? Be it. Contemplate a bidding war. François Pinault against Johann Rupert + Jérôme Lambert. India’s steel maker Mittal won it on Arcelor in 2006. Unlikely scenario or dismissed too early chez Kering‬? Fact is. Technology is no small feat to strategize. Remember Blackberry’s sabordage to Apple. YNAP 18 years’ experience as a multi-brand fashion luxe e-tailer with enhanced customer interaction is an undisputed core competitive advantage. Exclusivity and experiences (Data + AI), High-end self-gifting, and Instagram’s influence are mastered‪. So how do you gain (Kering) on the same capacity to ‬anticipate (YNAP) an industry’s future, where technology and fashion will be increasingly interlinked? #Yoox has been at it since 1999 when Marchetti represented the pairing of the binary code that separates the Y and the X of the male and female chromosomes. The double “OO” refers to a technology always in dialogue with the human being.
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#ALESSANDROBERGA | L’ÉDITOR (at Kering)
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