Global fashion group AWWG partners with Metyis

20 July 2021 2 min. read

Global fashion group AWWG has enlisted strategy and innovation consultancy Metyis with supporting the digitalisation of its ecommerce operations – as part of a new three-year partnership.

Madrid-based AWWG owns popular clothing labels Pepe Jeans London, Hackett and Façonnable – together making up a global operation across 54 countries, 500 stores, 4,000 points of sale and over 4,200 employees.

The group is turning to digitalisation – a strategic imperative for any fashion brand in the wake of pandemic-induced consumption patterns. A smooth and memorable ecommerce customer journey is key to staying competitive, although back end digitalisation is also crucial to keep up with shifts in supply chain, cash flow and customer preferences. Netherlands-headquartered Metyis has been called in to help meet these targets. 

Global fashion group AWWG partners with Metyis

“I’m very excited to announce this new partnership,” said AWWG CEO Marcella Wartenbergh. “I believe our two companies will complement each other and bring dynamic energy and a mutual understanding to enable growth, transformation, and the incorporation of new tools that will give our business a competitive advantage.”

Plan of action

The partnership with Metyis focuses on enhancing and growing AWWG ‘side business’ on the back of revamped and new capabilities in brand commerce, tech usability and customer relationship management (CRM), as well as the setup of a Digital Campus Hub – where innovative practices in ecommerce, data analytics and other applications will be developed and distributed across AWWG’s global operation. 

According to a release by AWWG, the retailer hopes to reach over €100 million in ecommerce sales by the end of the 2023 financial year.

Initial steps of the three-year agenda include the development of a mobile-first ecommerce platform for Pepe Jeans in India – housed on a global Salesforce Commerce Cloud Platform. Along the journey, consultants from Metyis will advise AWWG on how it can continuously adapt its digital transformation roadmap to cater for external developments.

“We have taken the time to understand how our businesses work to lay a strong foundation for a successful long-term partnership capable of making a meaningful impact on the top and bottom lines through our joint business activities,” said Metyis global partner and CEO Yogen Singh.