माटेओ ट्रॉम्बेटा
Head of eMerchandising at Loewe (LVMH), Madrid
A Digital Merchandising Leader with a Passion for Product and Performance
In the ever-changing world of fashion e-commerce, few professionals have bridged the gap between luxury branding and digital strategy as seamlessly as माटेओ ट्रॉम्बेटा. With nearly 13 years of experience working at the intersection of fashion, product, and technology, Trombetta has built a career that exemplifies the power of digital merchandising as both an art and a science.
A Career Rooted in Luxury and Passion
Matteo Trombetta began his journey in digital fashion at लुई वुइटन in 2012, where he quickly developed a passion for product presentation and strategy in the online space. His career then expanded through roles at premium high-street brands जैसे कि 7 समस्त मानवजाति के लिए, Guess, और En Rose, gaining cross-segment experience that would become the foundation of his strategic insight.
Eventually, his career came full circle when he returned to LVMH Group, this time as Head of E-Merchandising, leading the digital merchandising function at the very brand where his journey began. For him, this return was not only professional but deeply personal—representing growth, expertise, and a heartfelt connection to the brand and its values.
What Is Digital Merchandising?
For Trombetta, digital merchandising is fundamentally about boosting online product sales through strategic visibility, presentation, and timing. But beyond the technicalities, he believes in a more profound role: acting as a product ambassador. In many digital teams where deep fashion or luxury knowledge may be lacking, Trombetta highlights the importance of bringing product knowledge into the digital context through compelling content, sleek design, and engaging marketing initiatives.
The goal is to ensure every item shines online just as it would in-store.
He anchors his approach in a simple yet powerful merchandising framework:
- Right Product
- Right Place
- Right Time
In practice, this means making sure the correct products are online, well-positioned within the site architecture, and launched in sync with customer needs and brand campaigns. This might be during major shopping events like Christmas or more niche moments such as Father’s Day, which require extra advocacy to gain internal support.
Key E-commerce Metrics for Digital Merchandising
Through Trombetta’s lens, digital merchandising directly impacts some of the most crucial KPIs in e-commerce:
- रूपांतरण दर: A core metric influenced by product visibility and presentation.
- Units Per Transaction और Average Basket Value: Areas where tactics like cross-selling, curated looks, और personalized recommendations play a role.
- Return Rate: Often overlooked, returns can be reduced through accurate product content, sizing information, and customer education.
He points out that while यातायात उत्पादन is usually owned by marketing and performance teams, conversion and return prevention are squarely within merchandising’s control. In his view, the merchandiser is the first line of defense in ensuring the customer gets what they expect, the first time.
Cross-Functional Approach to Digital Merchandising
Trombetta’s approach is deeply collaborative. He positions digital merchandising as a central hub in the broader e-commerce structure, working closely with:
- Content teams to align content marketing with sales objectives.
- UX and design to develop tools like visual filters and product try-ons.
- एनालिटिक्स to monitor product performance and conversion metrics.
- IT and operations to ensure technical readiness and fulfillment planning.
His hands-on experience ranges across small startups, mid-size fashion labels, and global luxury giants—each offering insights into how merchandising adapts based on organizational scale.
Embracing Change and AI Innovation
A firm believer in staying ahead of the curve, Trombetta acknowledges the growing role of AI in digital merchandising. From personalization engines to automated categorization and performance prediction, AI is reshaping the landscape. While he remains grounded in the fundamentals, he supports the thoughtful integration of AI tools where they can elevate efficiency and decision-making.
He also emphasizes the need for flexibility and openness to change—a trait he considers essential in both the fashion and tech worlds. With new collections, new tools, and evolving customer behaviors, adaptability is key.
What Makes a Great Digital Merchandiser?
Trombetta identifies several core traits that define a successful digital merchandiser:
- Passion for product and sales
- Commercial mindset
- विस्तार पर ध्यान
- Flexibility and resilience to change
- Strong analytical thinking
At its best, digital merchandising isn’t just about presenting products—it’s about understanding them deeply, selling them smartly, and creating a seamless customer experience that reflects the brand’s identity.
Where Luxury Meets Logic
Matteo Trombetta’s work underscores the vital role digital merchandising plays in today’s retail economy. With his blend of strategic thinking, product knowledge, and digital fluency, he represents a new generation of merchandising leaders, ones who aren’t just selling products, but crafting experiences.
“A digital merchandiser is not just selling products, he’s crafting experiences.”
माटेओ ट्रॉम्बेटा
As brands continue to compete in a saturated and digital-first world, voices like Trombetta’s offer a clear reminder: great merchandising is equal parts intuition, data, and storytelling. And when done right, it becomes the bridge between the heart of a brand and the fingertips of the customer.
Download the Guide. How to launch a product online
To successfully launch a product online, you need four key components: product images, clear and localized descriptions, accurate pricing, and available stock. While this sounds simple, coordinating all these elements—especially translations and asset validation across internal and external teams—can be complex and time-consuming.
- मूल्य निर्धारण. Pricing is typically handled by a dedicated team, but it must be in place for a product to be shoppable.
- Stock availability, while monitored by planning teams, is also a merchandising concern to ensure that products with sufficient inventory are prioritized for visibility and promotion.
- Assets
- High-quality photography—ranging from still-life shots to detailed styling and fit images—is essential in luxury e-commerce to showcase value and minimize returns.
- PDP Features. On the product detail page (PDP), cross-sell features like color selectors, alternate lengths, and style pairings help increase engagement and average basket size.
- Copy. Finally, the PDP copy plays a dual role: it supports SEO by being keyword-rich and informative, and it also reassures customers by providing sizing, fit, and traceability information—especially important for sustainability-conscious shoppers.
- Visibility. Once the assets are ready, the product must be “activated”—this means placing it in the right categories and ensuring it’s visible across the site. This step is the digital equivalent of a store associate unpacking and displaying merchandise.
- Presentation & Visibility. After a product is live, the focus shifts to how and where it’s presented. The homepage acts as digital prime real estate, used for major brand messages and commercial pushes. Navigation, once purely functional, now includes visual elements and campaign highlights to guide the customer journey.
- Landing pages provide storytelling and editorial content, while product listing pages (PLPs) drive direct product discovery and conversion. Together, these help users move from inspiration to purchase. Gifting pages and curated product edits—such as “wedding guest outfits”, are increasingly used to match seasonal trends and customer intent, especially around key events.
- In fast fashion, “new in” pages are critical because customers expect high turnover and constant freshness. These pages often drive the highest engagement.
- Internal search bars, used by 10–20% of visitors, tend to lead to higher conversion rates—especially when optimized to reflect what users are actively looking for.
- Filters & Sorting tools, especially visual ones, enhance mobile browsing by helping users quickly refine their searches.
- Product tags like “New In” or “3D View” help communicate unique selling points immediately, often before users even click through to a product page.
- Live chat & Chatbots support, often triggered after a delay, offers help at key points in the journey without being intrusive.