Arianna Casadei, head of marketing for her family's 60-year-old luxury footwear brand, Casadei, discusses modernizing a heritage brand. She shares insights into innovative product development, like the iconic "Blade" heel, and the brand's strategic embrace of Web3 technologies with their first wearable NFT. The episode also covers their aggressive omnichannel retail expansion, particularly into the lucrative US market, offering valuable lessons for brands looking to balance tradition with cutting-edge retail strategies.
Key takeaways
Consider launching limited-edition digital collectibles (NFTs) to celebrate product milestones and engage new audiences, as Casadei did for their "Blade" heel anniversary.
Strategically expand physical retail into key online markets (e.g., US for Casadei) to create an omnichannel presence and provide localized stock solutions.
Invest in innovative product design and craftsmanship that differentiate your brand and can become iconic, even if it requires extensive R&D.
Explore Web3 partnerships to leverage new platforms like Decentraland for brand activations and reaching digitally-native consumers.
Balance preserving brand heritage with adopting new technologies and retail strategies to stay relevant in a rapidly evolving market.
Arianna Casadei, head of marketing at her family's namesake brand, Casadei, has her eyes set on the future of retail and technology. The 60-year-old, Milan-based luxury footwear business, which was started by her grandfather, has made a name for itself through its design and craftsmanship. And its "Blade" heel style has become well-known among footwear fans.
"From a craftsmanship perspective, [the Blade heel] is so interesting, because heels are usually made of plastic, while here you have a stainless steel heel sole within it," Casadei said on the latest episode of the Glossy Podcast. "With all of the trials they did throughout six months — the whole team was restlessly trying and trying, day in day out [to create the perfect heel] — when it came alive, it was like winning a championship or something."
This year, Casadei is celebrating the 10-year anniversary of the "Blade," which has been a bestseller since its inception. As part of the celebration, Casadei released a limited-edition wearable NFT, a first for the company. To develop it, the company partnered with web3 firm Another1, and it launched the NFT on Decentraland in September.
Another area of growth for the brand has been through physical retail. Currently, Casadei has two brick-and-mortar stores in Italy and one in the U.K. And with the U.S. being a large online market for the brand, there are plans to expand its physical footprint to the states very soon.
"We want to grow, from an omnichannel [perspective]. And we're looking at possible solutions [for providing] localized stock [in the
What does this episode say about retail & omnichannel?
Consider launching limited-edition digital collectibles (NFTs) to celebrate product milestones and engage new audiences, as Casadei did for their "Blade" heel anniversary.
What does this episode say about brand & content?
Strategically expand physical retail into key online markets (e.g., US for Casadei) to create an omnichannel presence and provide localized stock solutions.
What does this episode say about dtc strategy?
Invest in innovative product design and craftsmanship that differentiate your brand and can become iconic, even if it requires extensive R&D.
What does this episode say about ai & automation?
Explore Web3 partnerships to leverage new platforms like Decentraland for brand activations and reaching digitally-native consumers.
What does this episode say about retail & omnichannel?
Balance preserving brand heritage with adopting new technologies and retail strategies to stay relevant in a rapidly evolving market.
