ABSTRACT
In this chapter the case of digital transformation of Etro, a traditional family-run company, is analysed. Francesca Checchinato discussed with Fabrizio Viacava, CDO of Etro, the digital transformation process started just a few years ago. The interview highlights the challenges and success of integrating a data-driven approach in a traditional company. A new culture and a different mindset emerge as key pillars of the transformation. An important trade-off emerges and is debated: digital transformation has to be quick but at the same time external and internal analyses are necessary to understand processes. Moreover, people must be aided to learn how to face this new approach, to exploit data and adopt a data-driven decisions. This approach enhanced Etro’s performance and helped it to define an effective strategy to become a modern company.
