Rinascente started the campaign’s concept from the word ‘sustainability’ knowing that they didn’t want to use it, as it has been an overused term from their point of view. For this reason, the company picked five words representing its pillars and grouped them under the common payoff ‘Keep It Beautiful,’ intended to telegraph the retailer’s ultimate commitment to preserving and perpetuating beauty. Each flanked by coloured illustrations designed by German artist Lisa Tegtmeier, the terms appearing in the ads are: respect, creativity, research, emotion and diversity. Respect pays a primary role for Rinascente, who referenced it not only in the company’s approach to consumers, 1,500 employees and 3,600 brands showcased in the nine Rinascente stores across Italy, but especially to the Italian territory. All Rinascente stores are integrated in the city centre of the different cities, in historic buildings, therefore playing a key role for these urban areas not only commercially but also culturally and socially. Starting from the end of the month, the ‘Keep It Beautiful’ campaign will be shared with the 2.5 million Rinascente card holders and appear in the stores, on the retailer’s web site and social media as well as in printed magazines. The promotional operations will continue for the upcoming two years.
The company, which most recently unveiled the remodelling of its Florence unit following an investment of €12.5mn, is additionally gearing up to reveal the revamp of its Roma Fiume location, scheduled for May. The building is undergoing a total revamp both in its spaces and facade, for a total investment of €40mn. The Roma Tritone and Turin stores unveiled in 2017 and 2019 required an investment of €250mn and €20mn, respectively.
Rinascente like to define themselves as a collection of department stores rather than a chain, because each unit is unique in its design and offering. While corporate investments continue, the store’s current activities are hampered by the seesawing regional restrictions imposed to limit the spread of COVID-19. Milan and Turin’s locations were the most affected by the ongoing closures while the impact was less significant in Rome. Overall, the performance in the first quarter was below expectations, which were based on a return of local consumers but eventually was hampered by both the closures and the delayed vaccination campaign in the country.
Launched last year after a €20mn investment, the e-commerce site is helping to partly offset the losses, but it’s the on-demand service’s performance that has surprised Cocchini the most. Introduced four years ago, the service enables sales assistants to support customers’ shopping experience remotely via WhatsApp messages and accounted for over €10mn sales in 2020. Rinascente closed 2020 with sales down between 30- 40% compared to the previous year, when it registered revenues of €800mn and reported double-digit growth compared to 2018.