USI at LifeStyleTech Innovation Day

Master in Digital Fashion Communication's students
Master in Digital Fashion Communication's students
Master in Digital Fashion Communication's students
Master in Digital Fashion Communication's students
Dr. Nadzeya Kalbaska from USI’s Institute of Digital Technologies for Communication (ITDxC)
Dr. Nadzeya Kalbaska from USI’s Institute of Digital Technologies for Communication (ITDxC)
Marco Massara, Omnichannel Director for Prénatal @ Prénatal Retail Group (an USI alumnus)
Marco Massara, Omnichannel Director for Prénatal @ Prénatal Retail Group (an USI alumnus)

Institutional Communication Service

27 May 2022

Lugano is confirming itself as a European Innovation Hub. On May 16th, 2022 the city hosted for the first time the LifeStyleTech Innovation Day, which united 600+ international players working in the fields of digital transformation in fashion, cosmetics, luxury, tourism, design, and food. The event was organized by the LifeStyleTech Competence Center, of which USI is a founding member.

On this occasion, dr. Nadzeya Kalbaska from USI’s Institute of Digital Technologies for Communication (ITDxC), together with Marco Massara, Omnichannel Director for Prénatal @ Prénatal Retail Group (an USI alumnus), presented an ongoing research project done with Tekila Harley Nobile, PhD Candidate at USI on online personalization strategies of fashion brands. The study looks into how various levels of personalization can be effectively implemented in email marketing to support customers’ decision-making process and improve their online shopping experience.

The students from the first year of the Master in Digital Fashion Communication also had an excellent opportunity to attend the event, meet, interact with, and learn from the top professionals in the fashion and tech domains.

According to Lorenzo Cantoni, director of the Institute, “the partnership within the Lifestyle Tech Competence Center allows very interesting collaboration activities, which are mutually beneficial for the companies and the concerned research fields. In particular, the collaboration with Prénatal has covered both the topic of personalization allowed by digital communication, as well as the area of eLearning. In a previous project, conducted with the involvement of USI’s eLab – eLearning Lab, the course Parental skills at work has been developed, stressing how becoming a parent, can help improve professional competencies and skills”.

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