Two rival Italian clothing manufacturers revealed yesterday that they are to launch an online venture for the apparel industry. Its objective is to reduce trade supply costs by acting as “a market maker for companies in the fashion industries by linking supply and demand."

Stefanel and Basic Net are among Italy's leading clothing makers. The former’s clothing and accessories are sold via a chain of its own stores both in Italy and internationally. Basic Net owns several global brands, including Robe di Kappa and Jesus Jeans.

The duo own equal shares in the new company, as yet unnamed. Although no advertising strategy has been finalised, future campaigns will include print ads in trade and general press – both in Italy and abroad. No agency has yet been appointed.

News source: Advertising Age - International Daily