The model known for its leather footwear worn by celebrities from Lady Gaga to Angelina Jolie goals to adapt to a new generation of trend consumers who’re less vulnerable to previous modes of advertising, Michele Norsa told Reuters.
“We are speaking about young people who are in all probability not always reading magazines or newspapers and not even watching Television,” Norsa stated earlier than the model’s show for its spring-summer season 2014 assortment at Milan trend week.
“It’s elementary for us to talk to both the loyal, stable prospects and to the new generation of consumers.”
Norsa mentioned the corporate would unveil an “progressive” digital offering in early October, complementing a renovation program for its bodily shops.
Ferragamo reported a 26 p.c rise in core earnings to 131 million euros ($176.Ninety seven million) in the primary half of 2013, driven by rising gross sales in Asia and vacationers buying in European fashion hubs, primarily for its leather-based goods.
“What’s inside the shop must turn into a particular experience,” stated Norsa, including that the company was investing in capital expenditure and people to present its merchandise higher.
Retail sales growth has slowed from 24 percent in the primary half of 2011 to eight % within the six months to June 2013, and the company hopes to enhance productiveness by renovating its existing stores.
“Within the retail it’s a must to adapt to the flows of travelers,” Norsa mentioned. “To do that you need to adapt to completely different nationalities and that is one thing you examine, you work every single day understanding the place they go, what they search for, how they’re procuring.”
The re-opening of a refurbished Ferragamo retailer in Milan on Friday was attended by Indian actress and “Slumdog Millionaire” star Freida Pinto and Firenze U.S. movie director Clint Eastwood’s daughter Francesca, decked out within the brand’s clothes.
Ferragamo makes its strongest sales from shoes, which accounted for 44 % of first-half sales, and is seeing quickest sales growth from small leather goods that appeal to travelers.
But the company can also be looking to department out into different categories, Norsa stated. He talked about watches and women’s luggage – which produce larger margins than sneakers as they don’t must be produced in many different sizes – as strains they could search to develop.