Espansione: Gaia Plachesi, the experiential marketing

04 lug 2022

A new strategy to relaunch the commercial building

"Experiential marketing as a strategy to revitalize the commercial sector featured in Expansion.

In the ranking of economic sectors most affected by the limitations imposed by Covid-19, the commercial-manufacturing sector takes second place.

Based on the analysis of annual changes in final consumption expenditures, the clothing and footwear sector recorded -20 percent for 2020 partially offset by +8 percent for 2021;

This economic environment has not yet produced decisive effects in the underlying real estate: overall, real estate in Italy performed well in Q1 2022 with more than €3 billion of investments (+179% compared to Q1 2021), and the commercial sector is characterized by even stronger growth (+600% compared to Q1 2021), which should lead to a total turnover at the end of 2022 substantially similar to that of the two-year period 2020-2021. 

These numbers confirm the current trend: in the last 5 years, retail properties have recorded a decline in the order of 20% in terms of countervalue, a percentage that rises to 40% when considering the average values of the last decade. 

Gaia Plachesi, Manager of AxiA.RE, a business unit dedicated to Valuation at RINA Prime Value Services, speaks about it."