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Warda Plans to Control Production Steps


Checking production steps, window-dressing phases and retail operations now can be simply done through new software , devised by and for fashion insiders

Warda is a digital platform aimed at fashion companies through which insiders can remotely control different aspects in running a company such as, for instance, all production steps, visual merchandising, design and store management. The software was entirely developed by Visionest, an Italian company based in Padoa. Its founders IT expert Marco Serpilli and co-owner Davide Bramini have worked in the software business since 2000 and since 2010 have been working for Coin Group specifically developing a series of solutions devised to face the needs of fashion and retail companies.

“Our idea in creating this platform is that of providing companies digital tools that can help them reaching their goals by simply sending images and videos through smart devices such as, for instance, iPads and computers,” explains Serpilli. “It can be used for checking all the different production steps of a collection or making sure that the corporate image of monobrand stores and shop-in-shops or the redesign of a location are exactly as one wants them to be…. And all this is less expensive than having one’s own technicians traveling from one part of the globe to the other.”

To propel the development process along, the company involved experts who were well versed in the rhythms, needs and potential difficulties of the market, including Andrea Doroldi, whom Serpilli hired to be sales manager. Doroldi is a longtime fashion insider who worked with significant international brands and groups including and Sixty Group.

“Our idea in choosing the name for our company originates from the Veneto dialect. The word ‘Warda’ is pronounced exactly as a word that means ‘Look!’ in the local dialect and more broadly means ‘work with what you see,’” says Serpilli.

Warda’s most important clients include Moncler, (in a testing phase). In addition to supporting supply chain operations, retail, marketing and communication, the software can be employed for e-commerce and digital operations. Morever, it can also work as a key tool for creating a digital archive of a company, classifying materials and accessories employed and for keeping track of all the variants, details and testing phases of production steps. In addition to photo and information it can also store videos related to production steps and other related elements–all of which can be shared in real time thanks to a special “Meet” function that helps establish an online conference via iPad or any other device that employs the IOS or Android systems.

It can also be shared through an endless number of users. For instance, it can connect producers and monobrand stores as part of the same network or it can help connect users based in different places via conference call. It can also help transfer heavy images and files at high quality and speed levels, which can be used, for example, to decide what changes can be done while laying out a shop window or modifying a prototype. At the end of a process, images and related information of the last step will be filed in a central archive system that will become a fundamental starting point for the further development phases of a process.

“Summing up we could say that this is a forward-thinking DAM system,” says Serpilli. “We can provide three different modules–one for supply chain operations, one for digital marketing and communications and e-commerce/digital retail, three integrated modules that can be also acquired separately.”