The live talk session under the theme of “New processes for new markets”, marks the end of the first edition of Expo Riva Show: the topic, mediated by Sebastiano Zanolli and with the participation of the super-expert Matteo Pasca, CEO of Edizione AF and director of Arsutoria School, is divided into two panels, the first investigates consumer-oriented industrial processes with Alberto Mattiello, head of innovation of Retail Hub and Sergio Dulio, innovation manager of Atom, the second the transformation of processes and the value chain, with Guido Polcan of H-Farm Innovation, Roberto Vago, managing director of Assomac and André Mikael Høibo, business developer of A. Høibo AS.

Consumer-oriented industrial processes
In a scenario dominated by the eruption of new technologies and a digital that, thanks to the pandemic, is ever more pervasive, the players in the sector will compete with tools such as 5G, cloud technology, Artificial Intelligence and robotics. “This is a cognitive transformation – explains Alberto Mattiello – everything digital will be transformed in a disruptive way by Artificial Intelligence: already today AI allows us to offer products, personalised services and a better customer experience”. A one-way process, given that technologies push cultural quickening reaching the point of no return: “Social networks and e-commerce have become institutional. – adds Mattiello – Following the pandemic, broadcasting has increasingly established itself on these platforms and the most far-sighted retailers already have their broadcast corners”.

According to Sergio Dulio, the future is already outlined and points in the direction of On-Demand production, which is necessary because it is more sustainable and also because it is suitable for both aesthetics and the functional customisation of the shoe. The On-Demand model and innovative technologies play a crucial role in repositioning the production in markets close to consumers: “Robotics and Automation – explains Dulio – are technologies that require more compact and reduced spaces and a simplification of processes, allowing the creation of models that lead to a proximity market: I call it proximity manufacturing”.

The session ends with a speech by Matteo Pasca who identifies success for retail value in three key factors: logistics (Amazon docet); making points of sale places for scouting and for building relationships; offering consumers experiences.

Transformation processes and the value chain
The digital transformation of processes, especially for small and medium-sized enterprises such as the footwear sector, always arouses little fear, but it is a step that must necessarily be taken to continue operating in the sector. But how do you start? “There are five steps to be taken – Guido Polcan of H-Farm Innovation suggests – Starting from the assumption that it is a journey and not a project, you must first change the company culture, choose the technology to focus on, quickly implement processes, acquire skills through training and human resources, keep your guard up by continuing to look after the processes”. The results pay off in terms of processes (time-to-market reduction, information quality, speed, creativity), costs (reduced for prototyping, products, catalogues, etc.), income (thanks to a fit to customer proposal).

The value chain changes and with it the old paradigms. Roberto Vago sees a transition from the “production-delivery-sales” model to the “sales-production-delivery” model: “It goes from just in time to just in demand, a more focused on the correct use of resources, cost containment, logistics management and safety. A system that can increase competitiveness. Re-shoring is the new perspective in the reconversion of the production model, to promote a re-industrialisation of Europe”.

A model that in future will be able to avoid the problems encountered by André Mikael Høibo during the pandemic: “As a footwear trader we suffered from the closure of stores during the lockdown phase. In summer, the footwear market in Norway was recovering, but we found ourselves having to deal with the shortage of raw materials due to logistical problems resulting from the health crisis. This is why I advise footwear traders to focus on logistics solutions to strengthen the value chain”.


Edizioni AF
Matteo Pasca is Ceo of Edizione AF, the most important B2B editor in the footwear, bags and tanning sector, General Manager of Arsutoria School, an international training school based in Milan specialised in the design, planning and production of shoes and bags with an educational factory inside. Educated as an engineer, he worked in the organisational and technology consulting division of Arthur Andersen, he has an MBA in general management.

Head of innovation
Retail Hub

Alberto Mattiello is a corporate futurist, author, entrepreneur, thinker and speaker. An expert in technology and business innovation, he is an international speaker and mentor in companies and universities, including Imperial College Of London and Bocconi University in Milan. Member of Confindustria’s Scientific Committee, he has been leading Future Thinking, the international innovation acceleration hub of Wunderman-Thompson, since 2013. He is also Head Of Innovation of Retail Hub.

Innovation manager

Sergio Dulio, graduated in Aeronautical Engineering at the Politecnico di Milano, after his first career years in Switzerland and in Italy in the aerospace industry, he continued this experience in the ICT sector for a few more years. Within the footwear world, he started with the introduction into the market of the first specific CAD/CAM applications for footwear with the Austrian company ATOM + VICAM, and then as a member of the technical staff of ATOM, one of the leading companies in the machinery sector for footwear. In 2013 he was appointed head of ATOMLab, the Research and Innovation unit of the ATOM group, collaborating with universities and research institutions in Italy and abroad.

Innovation manager

Guido Polcan is an expert in digital animation, Real Time and vfx technologies with a great passion for teaching. Co-founder of Big Rock, a school dedicated to animation, games and visual effects, he currently leads the 3D digital creation team in H-Farm and focuses primarily on the strategic integration of 3D in organisational structures and cultures, in a unique mix

Managing Director

Roberto Vago is Director of ASSOMAC, the Italian Association of technology producers for the manufacturing industry and the leather sector. Chemist with experience in various sectors, he has been dedicating himself to products in the tanning sector since 2003. Thanks to the multisectoral skills acquired, he joins Assomac in 2008 where he becomes Technology Advisor dealing with the promotion of sector technologies and training assistance. He is project manager and provides support in relocation and development programmes of technological centres at international level.

Business Developer
A. Høibo AS

André Mikael Høibo, business developer at A Hoibo, a footwear wholesaler based in Norway, family-owned for three generations, received an MBA from the Norwegian School of Economics (NHH). Prior to joining the family business, he has been working for many years as finance manager in the shipping, oil & gas industry and as advertising/marketing manager.

Matteo Pasca
Guido Polcan
Sergio Dulio
Alberto Mattiello
Roberto Vago
André Mikael Høibo