ISAIA is a leader and sees success in omnichannel commerce.
For the most heralded classic menswear brands in the world, heritage is a home run. When you can boast century-plus commitment to your craft, you work does the talking for you. Italy is rightfully the home to many of menswear’s greatest operations and among them is Isaia. Despite its traditional structure, dating back to the tailoring roots of 1920 Naples, the company hasn’t shunned new retail practices, and technology is a big part of the brand story. Isaia is also firmly committed to bricks and mortar as that is the best way to “experience” the brand. The leading luxury menswear brand implemented the x/y omnichannel platform to mark the launch of its direct retail expansion across all it’s stores in the United States and ecommerce globally.
The XY solution on AWS was the ideal solution for achieving global scale without a prohibitive investment of time and money into physical infrastructure.
ISAIA created a seamless, omnichannel experience that includes its retail locations, ecommerce, brand marketing, back office, reporting and analytics to drive a 30% increase in total sales, 25% increase in average order value (AOV) and 100% increase in order size (ATT).
“The platform ensures that our technology investment grows with our business to meet the ever-changing expectations of our discerning customers. Whether their journey starts online or at the store, our customers will always enjoy a multitude of options coupled with a seamless luxury experience,” said James Shay, President Americas, ISAIA.
ISAIA implements XY’s Software to Scale
ISAIA's team is in the process of implementing XY’s commerce platform. They are optimistic that the software will help the brand an end-to-end sales and marketing strategy to attract, convert and retain more customers.
Before using XY’s commerce platform, the team couldn’t scale because it was using different tools that didn’t talk to each other. Brand President, James Shay, says, “It was a very manual process to thread together any front or back-office processes. Measuring was time-consuming since you had to grab data sets from different systems. But now with XY’s system, it can all be integrated and seamless for the team to use.”
James also sees the benefits of having sales and marketing on the same platform. “It’s so important to have synergies between sales and marketing because they’re so reliant on each other. Having a strong relationship is vital to any B2B2C entity. And it gets easier when you’re using one system like XY’s.”
The marketing team is held to content creation and lead generation goals and the retail stores sales team to sales goals. Everyone at ISAIA feels that XY’s commerce platform will help them both measure and outperform those goals. Jim's team is in the process of implementing XY’s commerce platform, powered by AWS.
Why Amazon Web Services
The x/y solution on AWS was the ideal solution for achieving global scale without a prohibitive investment of time and money into physical infrastructure. XY utilizes AWS to deliver a bespoke application for ISAIA that scales to meet their demands and maximize customer and product value. The XY platform uses a combination of Amazon ELB, Amazon Cloudfront, Amazon Route 53, Amazon Lambda and Amazon SQS to create an architecture for retail that gives a nonstop, 24x7, elastic platform for rapid innovation. The platform also leverages Amazon Dynamo, the first true, infinitely scalable NoSQL database - creating an unbeatable combination for capacity and flexibility.
To meet the requirements of our customers such as ISAIA, XY released a SaaS solution that offers an end to end platform to serve their customer in global markets in US, Europe and APAC. Time is money and downtime is revenue loss. The requirement for a network of stores running globally while feeding the data to a centralized data lake in real time in order to provide valuable operational and analytical insights is no small task and hence AWS was the only logical choice. AWS has built a reputation of high availability (high 5 9s) and has presence globally to meet our needs. XY built an architecture on top of the following services:
MicroServices & EC2 (Elastic)
XY is built with micro service architecture from the ground up with support for multiple languages. All services are hosted in a JVM and deployment is automated through AWS Cloud Formation.
MicroServices & Lambda
Elasticity is critical for retail where demand patterns fluctuate with social media and content. In addition to EC2, XY has a micro-services layer that can be hosted in the JVMs as well as Lambda to cater to high latency workloads as well as handle demand spikes.
Data & Amazon DynamoDB
MicroServices & Lambda
XY’s customers have their unique business processes and data models. For instance, a home decor retailer has completely different data elements than a fragrance retailer. Most solutions in the market are based on rigid relational models that don’t fit the needs for today’s knowledge workers. A highly scalable, DHT based database was the most critical decision for XY and Amazon DynamoDB was a perfect fit for the platform. The No SQL database is not just a database but data as a service where it takes ownership of all data related tasks such as replication, backup, caching. Another important consideration was availability of a No SQL database globally to cater to the privacy laws. XY cloud has provided 5 9’s of availability since launch with an ability to store data in multiple regions without changing application code. The power in the native API allowed XY to build strong data modeling layer on top of Dynamo which lent itself to providing an advanced version of GraphQL for developers to build mobile, web and partner applications.
Data & Amazon S3
Though DynamoDB is perfect for ‘data truth”, Amazon S3 offers a fast, scalable storage layer for unstructured data such as images, files, videos, HTML pages. All the data stored in XY is stored in DynamoDB with the contents of the structured data available in S3. The ease with which our customers can publish content in XY and be available globally in seconds is the agility they need. In this age of social media, any thing can go viral, the challenge is that our customers need to be ready to take advantage of this and turn them into opportunities. The legacy systems are a deterrent whereas XY with AWS welcomes the attention.
Data/Services & Amazon SQS
As a conscious decision XY decided to keep the query and the DHT separate in order to scale horizontally. Relational databases or some of the other No SQL databases offer a one size fits all storage and indexing solution. This was not the direction XY wanted to take as both these concerns are met by different architectures. XY needed a strong queueing layer to connect the DHT and Inverted Index (search) and Amazon SQS was the logical choice as it was well integrated into the APIs and offers a clean mechanism to decouple the two layers. This architecture also known as “eventual consistency model” is what allows XY to seamlessly scale with volume and the target is to minimize the latency between the two layers. That ie exactly where XY ended up with SQS.
Content & Amazon CloudFront
XY uses CloudFront as a Content Delivery Network for all content bar none. The reason for choosing CDN was again simple. Scale and ease of integration into existing services. The ability to use Lambda functions to provide smarter logic on the edges was a key to making this decision.
Services & ELB
All the requests are piped through Amazon CloudFront to Amazon ELB to provide a scalable access to all XY micro services. Scale and ease of integration were the key reasons. These services don’t need each other but fit really well when used together.
Streaming & Amazon Kineses
To turn operational data into insights, our customers needed a clean way to have the data be available in data warehouses such as Amazon Redshift. XY took advantage of Amazon Kinesis to achieve just that. With this architecture, our customers can create their own schemas and map the operational data and let the system handle the workfloads.