The new chapter of Alberta Ferretti: creative vision meets Drop-powered e-commerce

A transformation that speaks of continuity and vision: Serafini, previously the creative director of the Philosophy line by Lorenzo Serafini, takes the helm of the brand founded by Alberta Ferretti, blending tradition and contemporary sensibility into a new stylistic narrative. His first collection for Alberta Ferretti debuted during the February 2025 Milan Fashion Week, marking a key moment in the brand’s identity relaunch.

At the same time, the Aeffe Group chose Drop to design and implement the replatforming on Shopify Plus, the SaaS platform selected to ensure scalability, rapid development and optimal time-to-market.

The success of the project with Aeffe is based on a synergistic and integrated collaboration: Drop led all strategic and operational phases, from defining the technology roadmap to IT architecture design, from front-end development to integration with company systems, ensuring continuity and alignment between strategic goals and technical execution.

Additionally, Drop also acts as the Merchant of Record for Alberta Ferretti, taking on the direct management of commercial, fiscal, and administrative flows related to online sales in international markets. This model allows the brand to focus on product strategy and communication, entrusting the technology partner with responsibility for the entire transactional chain, from local compliance to payment management.

The new platform is built on a scalable and modular infrastructure, enabling the brand to evolve agilely in response to market trends, traffic peaks, and new internal needs. At the core of the system is a headless architecture integrated with:

• OMS (Order Management System) for centralized order management;
• CRM/CDP for tracking the customer journey and personalizing the experience;
• A redesigned user interface to enhance editorial content and the visual universe of the new stylistic direction.

The project also included the integration of tools for multichannel customer care and careful localization to meet the needs of an international audience, while maintaining consistency with the brand identity.

This digital evolution represents a strategic growth lever for Alberta Ferretti, combining heritage and innovation, creative vision and technological capabilities. E-commerce thus takes on a new, significant role for the brand—not just as a sales channel, but as a narrative and relational space, in line with the sophisticated and inclusive elegance that has always defined the maison.

Maria Elena Badioli, E-commerce & Digital Expert at Aeffe, emphasizes: “I had the pleasure of collaborating with Drop agency for the second time, following a very positive initial experience. Their professionalism, attention to detail, and ability to understand our needs were confirmed once again in this new project.”

She adds: “We are particularly satisfied with the recent launch of our new e-commerce site, the result of a collaborative and well-coordinated effort. The outcome is a completely renewed platform, with a modern aesthetic and an intuitive user experience that fully reflects the evolution of our brand and the expectations of our customers.”

For Drop, this project consolidates the collaboration with the Aeffe Group and reaffirms its role as a strategic partner for brands choosing to evolve towards a total commerce model.

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— 29 May 2025