World Retail Congress 2019

 

Francesca Piana

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Francesca Piana

Francesca Piana

Head of Marketing & Communication, Integra Fragrances
Francesca grew up in Biella, Italy, land of refined textiles a stone’s throw from the Alps. Before even speaking, she started showing a great attention to perfumes, and as a kid she dreamt of becoming a perfumer. After humanistic studies, she realized she was more fascinated by the social implications of perfume. She therefore graduated in Economics and Management of the Arts and Culture and obtained a master’s degree in Marketing Management at Bocconi University, Milan. She took the research for both the bachelor and master’s thesis as an opportunity to investigate the physiological and psychological implications of the sense of smell. She studied scent in the workplace as a positive motivator, and how a scent identity can increase the brand equity. Truly fascinated by what is different from her and eager to experience new ways of living, she studied abroad at University of Queensland, Australia, and in China, as part of an MBA at Jiao Tong University, Shanghai. She graduated in 2014 and after a few years in the fast-growing e-commerce companies Veepee (former Vente-Privée) and Westwing, she joined Integra Fragrances in 2017, captivated by the challenge of spreading knowledge around the power of smell for brand communication.
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