Marketing Director at Multi Corporation

Luca Zaccomer Marketing Director at Multi Corporation

the shoPPing exPerience becomes more valuable in a sustainable context

Sustainability is also a priority for us: for years now, in our 5 Land of Fashion outlet villages – Franciacorta, Valdichiana, Mantua, Palmanova and Apulia – we have been tackling the issue by trying to apply new technologies for energy efficiency and savings. I am referring, for example, to charging stations for electric cars, as well as the Enel and Tesla charging network. Consumption meters have also been installed in order to optimise nership with Welfare Care. Both are dedicated to the female universe, as are the seminars on colour analysis and other initiatives planned for the coming months. We also have a tourist reception course aimed at tour operators and travel agencies. And of course, after 2 years of a pandemic, the ongoing war in Ukraine, and economic indicators pointing to increases in both raw materials and energy costs, we feel it is important to support tenant

«fOr us, the envirOnment is paramOunt: Our villages have always been Open air and Offer an all-rOund shOpping experience that benefits frOm large Open spaces»

and, as far as possible, automate the input of the various utilities monitored on a daily basis. We have further implemented a separate waste collection activity and contracted the supply of green electricity from renewable sources. On the other hand, for us the environment is fundamental: our villages have always been open air and offer an all-round shopping experience, along wide and protected pedestrian streets, in a context that benefits from large open spaces. We have always also guaranteed our customers leisure and entertainment opportunities, ranging from concerts by well-known artists to exhibitions of contemporary art and photography, as well as initiatives designed to promote the area. The next simultaneous event in the 5 villages is “Women: a changing world”, a National Geographic exhibition portraying 130 years of women’s history with 56 works. This exhibition follows the project on prevention in partengagement with flexibility and timeliness. In the twoyear period 2020 – 2021, which was marked by the closures caused by Covid, the concessions made best demonstrated what it means for us to stand by our brand partners. Today, our efforts are focused on maximising the result, so that it is sales that drive the profit and not discounts. From an operational point of view, significant investments have also been made to render the villages even more beautiful and welcoming in terms of assets and greenery, with the aim of further enhancing the harmony and pleasantness of the shopping experience. As far as the post-Covid scenario is concerned, our facilities have always been in a dialogue with the main players in the area in terms of tourist hospitality: we are, to all

▲ Franciacorta Outlet Village ▲ Mantova Outlet Village ▲ Palmanova Outlet Village ▼ Puglia Outlet Village

Multi Corporation

intents and purposes, significant and credible partners. We estimate that over 15% of our visitors are foreigners who choose Italy for their holidays. Clearly, due to the current problems, it is to be expected that some of our foreign customers will not be coming. However, we are currently witnessing an increased tendency for Italians to favour nearby destinations that were often neglected in the past. All the more reason why we are increasingly trying to convey the shopping appeal that our centres are capable of exerting. •