Barcolana, discover the e-commerce initiative

THE HISTORY - Barcolana’s brand is intrinsically tied to three items that for decades have accompanied the race: the sailors’ bag, the poster and the official polo shirt. Initially they were novelty items and souvenirs for the participants and the members of the yachting clubs, but over time they have become sought after collectors’ items.

 

As these were the first examples of merchandising, the real take-off point for the marketing campaign of the Barcolana brand have been the “experiences”, tourist packages conceived to allow enthusiastic participants to live and experience the emotion of the great event together with the marketing partners Musement and Cividin Viaggi.

 

This year, in collaboration with North Sails, who are known for their experience and quality, we have taken our line of apparel from the polo and sailor’s bag to an extensive exclusively branded Barcolana line.

 

Despite this growth there was still a missing piece: in 2018 the “Gift Shop” in the Barcolana village was born, with a selection of merchandise available to the visitors. This experience gave birth in 2019 to a bonified E-shop, created in partnership with digital partner Ikon in synergy with the marketing concepts from Wordpower, enabling anyone from anywhere to claim a piece of the Barcolana experience even if you couldn’t be in Trieste.

 

To access the E-shop of Barcolana, visit the home page at www.barcolana.it or directly at the address www.barcolana.it/shop.

 

FUN FACT - The most sold items were the official posters of the 50 and 51st editions of the Barcolana, created in collaboration with the artist illycaffè, followed by the limited edition bracelet and the finally by the book, “Barcolana un mare di racconti”,  dedicated to the past 50 years of the event.

 

Starting in January 2020 it is also possible to buy- at a special price -a bundle containing the polo and poster, both symbols of Barcolana 51.

 

While E-commerce was a significant step for Barcolana, it was not the final step. In fact, Barcolana’s next goal is to create a dedicated online platform geared towards making all of its products available for purchase worldwide.