Terranova is an Italian fast fashion brand that is present across Italy and 37 other countries. The brand is known for its colorful, youthful, and trendy designs of everyday staples such as t-shirts, trousers, shorts, sweatshirts, jackets, accessories, and more for people of all ages.
Terranova was founded in 1998 by Vittorio Taddey under the Teddy SpA Group of companies, which also founded international brands such as Rimascimento, Calliope, Kitana, and QB24. Terranova reached the Philippine shores in 2003 with its first store in Glorietta 4 mall through Remini Italia Corporation, a unit of TriMark Holdings Inc., and opened its biggest store yet in SM Mall of Asia in 2006 to cater to its growing market. Today, there are over 16 Terranova stores throughout the Philippines.
A leading fast fashion brand, Terranova Philippines faced challenges going online quickly yet efficiently during the COVID-19 pandemic. It had two main requirements at the onset of its e-commerce transformation:
Prior to the pandemic, Terranova Philippines mostly reached retail success through its physical stores. Now with mobility restrictions in place because of the global crisis, the brand needed a working infrastructure that could operate multi-channel retailing that connects its website and fulfillment center.
Thinking long term, Terranova Philippines also sought an inventory and data sync system across its physical stores, head office, and new online platforms. This system not only assures Terranova Philippines that it can efficiently and fully run its e-commerce operations during the pandemic, but also allows the brand to centralize its data once it needs to simultaneously look after its online and offline stores when lockdown measures ease nationwide.
Remini Italia Corporation and TriMark Holdings Inc. tapped e-commerce enabler Etaily to build Terranova Philippines’ online retail ecosystem. From content production to warehousing and fulfillment, Etaily helped the brand meet its e-commerce needs to continue serving its existing customer base.
Etaily provided Terranova Philippines a full suite of omni-channel eCommerce solutions, such as the following:
Etaily built Terranova.ph, covering the design, user experience, copy, and back-end features of the website for ordering, payment and delivery. Etaily also created Terranova’s ZALORA storefront through API channel integration, which involved integrating the brand’s website functionalities directly into the online store to help streamline order fulfillment, shipping, and delivery processes.
Etaily built a consolidated inventory stock pool for Terranova Philippines’ offline retail, website, and marketplace stores. Oftentimes, a separate inventory stock pool for each channel leads to overstocking due to the need for safety stock, which can account for 60% or more of a brand’s total inventory. With a consolidated stock pool, Etaly was able to lower inventory costs for Terranova Philippines and enable more competitive pricing.
Etaily launched Terranova.ph and Terranova’s ZALORA storefront in January 2021 and achieved XX in their first three months of operations. Soon after, Terranova Philippines’ shop launched on Lazada, one of the largest online marketplaces in the country. This success pushed Terranova and Etaily to take their business partnership to the next level through enhanced performance marketing and added affiliate marketing.
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