POR MARCHE FESR2014/2020 - AXIS 1 - ACTION 1.3 - INTERVENTION 1.3.1
“Promote corporate innovation processes and the use of new digital technologies” - ACTIONS FOR THE REORIENTATION AND DIVERSIFICATION OF MARKETS
Fessura: innovation and diversification for a successful future
The company has concentrated its planning action mainly on the development of presence, communication and corporate marketing on social media and strengthening of the corporate B2C platform, activities considered particularly impactful for the achievement of the project objectives.
Description
The company has selected three key markets to orient its project activity and concentrate resources in order to diversify the business model towards B2C and strengthen the brand, focusing on three key markets: South Korea, China and the United States. In Korea, it aims to recover a lost position by enhancing the popularity of the Fessura product. In China, it intends to enter through TMALL and local distributors, requiring solid preparation and online presence. In the USA, it seeks to exploit the market's affinity with the Fessura product to increase brand awareness and facilitate online purchases, using social media marketing and digital advertising strategies to increase engagement, web traffic and sales.
Objectives
- Acquisition of new foreign customers in the 3 reference markets
- Increase in brand recognition and increase in ROI
- Increase in the incidence of the "DTC" sales segment on total turnover
Results
- Increase in brand visibility
- Growth of the customer base and greater involvement of the public
- Expansion of geographical coverage and growth of brand authority
PROJECT CO-FINANCED BY THE EUROPEAN REGIONAL DEVELOPMENT FUND.
THE FINANCIAL SUPPORT RECEIVED FROM THE EUROPEAN UNION IS €40,000.00
POR MARCHE FESR2014/2020 - AXIS 1 - ACTION 1.3 - INTERVENTION 1.3.1
"Promoting business innovation processes and the use of new digital technologies" - TECHNOLOGICAL AND DIGITAL TRANSITION OF PRODUCTION PROCESSES AND ORGANISATION
PROJECT
"AVATAR REFLEX TECH SHOES 4. 0 POWERED BY FESSURA" - REALIZATION OF AN APP FOR THE COLLECTION, PROCESSING AND VISUALIZATION OF DATA FROM INTELLIGENT WEARABLE DEVICES IN THE FOOTWEAR SECTOR
The project made it possible to complete the design, development and implementation of a back-end software structure capable of collecting store, memorise and process the data collected by the smart insole sensors (accelerometer, gyroscope, magnetometer) and a front-end mobile app dedicated to the end user for the intelligent visualisation of the collected and processed data and interactive suggestions.
Description
The new back-end cloud software architecture supports IoT requirements in terms of latency times and real-time decisions. This architecture enables the development of higher performance services for processing, storage and connection between terminal devices (sensors and smartphones) and cloud computing data centres. This makes it possible to store large amounts of data for training artificial intelligence systems with Big Data Analytics and Machine Learning techniques. AI algorithms transform metrics from the sensors into suggestions to improve running or walking, turning the app into a virtual coach. Users get benefits such as Reflexology massage and retroactive data on their lifestyle, supporting Reflex's mission to improve people's lifestyles.
Objectives
- Acquire new customers and increase brand recognition
- Increase the incidence of the "DTC" sales segment
- Become a reference for high-tech fashion and develop products with a focus on wellness and green
Results
- Implementation of a back-end cloud software and a front-end mobile app
- Increase in sales
- Strengthening the corporate image
PROJECT CO-FINANCANCED BY THE EUROPEAN REGIONAL DEVELOPMENT FUND. THE FINANCIAL SUPPORT RECEIVED FROM THE EUROPEAN UNION IS €86,419.12