Diffusione Tessile is an Italian fashion outlet linked to the Max Mara group that operates primarily as a retailer of surplus items, outlets for Max Mara brands, and Intrend, with a strong emphasis on digital-driven in-store experiences and customer service enhancements. The company has invested in RFID stock tracking, a digitized catalog, an e-commerce upgrade, CRM integration, and in-store digital touchpoints such as wayfinding, digital mirrors, and 55-inch displays to improve the shopping journey. It also offers services like in-store order pickups, wristband-based item readiness notifications, and tablet-based staff access to customer histories and stock information. Key facets:

• Brand and ownership: Diffusione Tessile S.r.l. is part of the Max Mara Fashion Group, handling surplus items from Max Mara brands and items branded Intrend. This aligns the outlet with high-end Italian fashion heritage and a premium positioning.

• In-store digital initiatives: Digital mirrors, wayfinding, and large-format displays are deployed to showcase new collections, provide promotions, and guide customers through large stores, aiming to enhance the omnichannel experience.

• CRM and staff tools: The store uses a CRM system accessible via tablets to review buying history, stock availability, and product catalogs, enabling personalized staff recommendations and streamlined purchasing. Customers can also share product images to the displays for comparison or viewing.

• Customer experience innovations: Size availability checks at points of sale, wristband-based pickup readiness indicators, and app-enabled staff access to store data collectively reduce friction and support a smoother checkout and pickup process.

• Public perception and location: Diffusione Tessile operates as a notable outlet with multiple stores and a strong presence in the Italian fashion retail scene; customer experiences can vary by location, as reflected in mixed reviews.

What this means for shoppers:

• Access to premium Italian brands at outlet pricing, including Intrend and other Max Mara Group items, across Diffusione Tessile locations.

• An integrated omnichannel flow where in-store digital tools complement the physical shopping experience, enabling product discovery, faster service, and easier pickup or home delivery options.

• Potential variability in customer service experiences by store location, underscoring the value of checking recent reviews or contacting specific store teams before visiting.

If you’d like, I can summarize specific store locations, recent customer reviews, or provide guidance on how to navigate a Diffusione Tessile store using their digital tools.