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    After the success of last year edition, Texere Advisors, a consulting firm which helps brand during their internationalisation process, organised the second edition of the conference “Knowing, understanding and taking over Asia”, held on the 12th of November 2019 in Milano, at the Conference Centre at Palazzo delle Stelline.

    The event, dedicated to Italian SMEs operating in the business of consumer goods and luxury products, compared the experiences of experts of the retail landscape and successful Italian top managers involved in the strategic planning and execution of brand’s internationalisation processes. Asia was the focus of the conference due to its exponential advancement and rising competitiveness with brands increasingly investing in online and offline advertising within the region. In fact, APAC remains the second largest advertising market, mainly driven by digital.

    Andrea Bonardi, Managing Partner of Texere Advisors said that “the success of the first edition drove them to replicate the Conference this year and invite new speakers from different fields to examine in depth some cultural and operative aspects which could impair or reward the efforts made by SMEs to enter the Asian retail market. Asia’s complexity and heterogeneity are not to be underestimated and the Asian market cannot be taken on with a single strategy”.

    At the conference there were two round tables with several experts sharing their knowledge and direct experiences about both successful and failed attempts to take on the Asian retail market. The debate was further enriched by the participation of Nicoletta Morozzi, Fashion Advisors of NABA Milano, and Michel Phan from emlyon Business School, who shared the results of their research on the influence of cross-cultural aspects in retail as well as the evolution and customer experience expectation of Asian consumers.

    The speakers who took part at the conference were: Frederick Yuson, CEO of CWC International Corporation, Jason Ahn, CEO of Creative Lab, Nicholas Bradstreet, M.D. of Leasing Savills Hong Kong, Paolo Selva, CEO of Boggi Milano, Andrea Monni, Partner of Algebra, Paola Bernardi from Studio Bernardi, Qihui Huang, GM of QQODD, Marianna Potocco, Brand Manager of Potocco.