Capitalising on fashion customers' online habits

Federico Marchetti doesn’t pretend to be a fashion maven, but the Italian businessman knows what online couture customers want – and, crucially, how to get it to them

Federico Marchetti had no previous experience of either the shop floor or the fashion industry when he founded Yoox, but he clearly understood the old maxim that retail is detail.

The Milan-based dotcom is in the process of merging with rival Net-a-Porter to create what both parties hope will be the destination of choice for luxury goods.

In a recent newspaper interview, though, Marchetti described himself – 15 years after founding Yoox – ...