Federico Venturoli is the founder of Glam, a consulting company for the development of e-commerce in the field of fashion. In this interview he tells us how he came to partner up with the Cinquerosso Arte project, following the red thread of beauty.
Federico, what is Glam.it?
I founded Glam in 2013, shortly after leaving the YOOX Group, with the goal of creating something that stood out from other consulting companies on the market. I had over ten years of experience in the creation and management of online boutiques – for Gruppo La Perla, Furla, and finally for the YOOX Group (La Perla was the first Italian luxury brand to set up an online boutique, way back in 2000). So I was fully aware of the difference between doing e-commerce as a manufacturing company and being outsourced to do it for a company. I created Glam as a “blend” of these two sides in order to support fashion brands in the development of their e-commerce projects. The main difference from other players on the market is that we don’t just provide a consulting service but we become the company and follow the brand throughout its digital transformation process. We work both for large and small companies, always in an international perspective. This is Glam in a nutshell.
Why did you choose to partner up with the Cinquerosso Arte project?
I’ve known Francesca for over twenty years: we worked together at La Perla and have always kept in touch. I truly appreciate her aesthetic sense, her taste and creativity. I am thrilled to be involved in her project and to contribute our vertical expertise on e-commerce channels and digital marketing. Our data analysis team will be able to crunch the numbers to decide the way forward.
Our expertise will bring new energy into Cinquerosso Arte, helping emerging artists to stand out. It complements the creative approach of Francesca and her team, and this complementarity offers the best hopes for the future. Let me add that we have something in common: we were both shaped by our shared experience in high fashion when working at La Perla.
While our partnership with Cinquerosso Arte stems from these shared experiences and our mutual trust, we believe that the project is also very interesting as such, because it targets an “underserved” market.
And yet at first glance your respective fields of activity – fashion and art seem quite different…
They are different but they both share the great theme of beauty. This is why I mentioned our common experience in high-end lingerie, where aesthetics is key, with everything it entails in terms of know-how and attention to detail and overall harmony. True fashion has a lot in common with art. And I’m not only thinking of big luxury brands: there are many small companies that express their talent and creativity through clothes and accessories, just like the artists of Cinquerosso Arte do through photographs and paintings.
I truly believe in talent because I’ve seen what happens when it is valued. After I founded Glam, for many years I was the only man working at the company: my managers are women and so is most of the team (we recently won the Women Value Company award), precisely because I’ve always selected them based on their talents and personal skills.
Yet another reason why we felt close to the project and were so thrilled to get on board.
