TALK: How to run the shop

Milano Fashion&Jewels

14* - 17 September 2024
(*Saturday by invitation only)

fieramilano, Rho

How to run the shop today! Performance and development

Sunday 18 February 2024

h 2.30  pm

Fashion Hub (Hall 10)


Using social media in a business today is difficult, but not impossible.


This is how marketing for shops has grown in recent years and how it has become essential to know how to use it in the right way.


In this talk we will also see how to focus on in-store margins in order to improve them and use them in shop management activities.



Massimiliano Alvisi

Shop Survivor

Enrolled at ISEF, he understood at a young age that sport would be an integral part of his life: in the first twenty years in the form of an active role, in the following twenty years in the form of a metaphor regarding the beauty of the challenge, the objectives and strategies that the world of entrepreneurship entails. He has been responsible for the commercial direction of some companies in the clothing sector (Loops by Robert In’t Veld, Messagerie, Massimo Rebecchi, Modae). In 2009 he held the role of General Manager for an important Italian distributor, Interjeans Spa, distributor of the Superdry brand. In 2010 he co-founded with Andrea Belletti the retail project Be Stardard, with over 30 stores in Italy. The sum of these experiences then led to the realization of an entrepreneurial distribution project by Sale 14. In 2020, Massimiliano and Roberto founded the brand Tooco, which in a very short time managed to position itself in over 220 Italian premium boutiques and land in Canada, USA, Japan, Germany, Greece and Spain. The set of commercial skills learned in twenty years of clothing has helped create a unique educational proposal of its kind: Shop Survivor, a format of education on Marketing and Sales dedicated to retailers to enhance and spread values, products and skills for all participants, both online and offline. In 2022 he published the manual for shopkeepers "I don’t understand clothes! ", over 141 pages of practical advice dedicated to entrepreneurs, consultants and collaborators from the retail world.