FERRAGAMO FEBRUARY- PART DUE

CLAUDIA SCHIFFER CHANNELS GRACE KELLY- FERRAGAMO S/S 2010OFF THE SHELVES -

CAMPAIGN WATCH

As Spring merchandise starts to fill our shelves - the stunning Spring Summer 2010 Ad Campaign is turning up in the hottest fashion magazines around the world.

Famed photographer Mario Testino captured super model Claudia Schiffer who channeled Grace Kelly - enveloped in layers of Ferragamo.  Be sure to refer to the ads and talk about the glamour and beauty of these photos.GRACE KELLY

Schiffer portrays a glamorous Ferragamo client - surrounded by her latest choices - the key styles of the season.   Not able to choose, this style icon had to have them all!   

Schiffer wears the chic platform wedge - Giuditta ($970.00).  An exaggerated arch cradles the foot of this ultimate platform.  Be sure to check colors coming to your boutique.GUIDITTA - $970.00

At her feet, we see the luxurious Giada ($890.00).   Obviously, just taken off, as our glamorous heroine is GIADA - $890.00in a fashion frenzy trying on her new Ferragamo treasures.   This shoe represents the legacy of Ferragamo and Sea Leathers.   The hand painted gills of the Tilapia skin are a key example of Artisanal level detailing found at Ferragamo.  The double Vara bow cast in metal & leather adds a level of detail not found in your typical stock shoe.   The bow is technically a piece of Costume Jewelry that is applied to the shoe.   Considering the level of luxury detailing - this shoe is extremely well priced.  Be sure to touch and feel this style in your store.   Be able to point out the small details to the next customer you show this beauty to! GIADA IN DEEP BLUE - $890.00

The Giada is featured in the latest window display.  Several shoes are featured in a fantasy travel case / jewelry box - acting as a center stage with mirrors to reflect these most wanted shoes.   Giudy and Grazia steal the show.    There is no other designer collection offering a more detailed selection in shoes - anywhere!   This is  a great conversation starter - or a reason to call your clients.   "Have you seen our new windows?"  This is a  way to engage a customer you have not seen in a few weeks.   This opens the door to talk about all the shoe trends we are showing, and convince her that she needs to come in and see these spectacular styles.

LEGACY OF LUXURY

All fashion houses have a core product or category that defines their DNA.   For Louis Vuitton it is the fabric coated travel trunks that became a symbol of luxury travel in the late 1800's.   For Christian Dior and Chanel it is couture fashion that the designers created for their clients in the early 1900's.   At the core of the Ferragamo legacy is of course - shoes.   Salvatore Ferragamo revolutionized the idea of luxury footwear with his obsession for the perfect fit of a woman's shoe.   I always say, for Ferragamo it was a Dream, not a scheme.   What I mean is that shoemaking was a vocation for Mr. Ferragamo, not a way to become famous as it is for many designers of today.  There is no way he could have known just how big his company would become.   There was a passion that made his vision a living force.  VARINA - GLAM

A very important theme across accessories for Spring 2010 is the re-invention and evolution of Vara.  Vara is one of the most recognized shoes from the House of Ferragamo.   Mostly seen as a classic or conservative shoe in the past- the new designs bring this classic theme to a whole new audience - perhaps to women who never saw themselves wearing a Vara.   This is VERY IMPORTANT.   This can open the door for a younger customer to feel comfortable with classic Ferragamo.    

FERRAGAMO GRAZIA - $630.00

** Remember it was exactly this type of re-positioning that made the Chanel ballet flat a cult classic.   The Chanel ballet flat was a very classic shoe that was NOT worn by fashionable customers for many years.  

The  Ferragamo Vara and the Chanel Ballet flat have a similar history.   Both are iconic styles for the fashion houses to which they belong - however, neither style was designed by the namesake of the company.

Coco Chanel never saw the Ballet flat.   The shoe was designed by Karl Lagerfeld for the very tall Super model Ines de la Fressange in the 80's.   Karl wanted a shoe for Ines to be worn with trousers, for a more androgynous look on the runway.KARL LAGERFELD'S MUSE IN THE 80'S -INES

Similarly, the Vara was not created by Salvatore, but by his daughter Fiamma in 1978.   Fiamma would prove to be a key creative force for the house - adding to her father's legacy with the creation of styles like the Vara - and making the Gancio the official symbol of the company.DENISE - IN PYTHON-THE VARA BOW REBORN

There are several styles in the handbag collection that represent the Vara collection.  Recognize the styles.   Talk about the newness and excitement with your clients.   Enthusiasm can start with you!  A positive attitude is contagious. 

** When the novelty of the Tory Burch (Reva) flat has worn off - it is a classic like the Vara that luxury customers will turn to.**

FERRAGAMO TIME

In 1948 the house of Ferragamo opens the first boutique in New York on Park Avenue.  Incredible to think that over 60 years ago, there was a Ferragamo boutique in NYC.  By 1975,  luxury traffic patterns had changed and the company relocated to 5th Avenue.   The flagship boutique was renovated and expanded to an amazing 25,000 square feet in 2003.  The store maintains an impressive footprint on 5th avenue, and remains a destination for designer shoppers from around the world.  Think of a way to talk about this legacy with your clients.

RUNWAY WORDS

Haute Couture - (often referred to as Couture).   Literally translated from French - meaning high sewing ( say "oat kooture") - refers to the creation of custom fitted clothing.   A piece of couture clothing is made specifically for one client - using hand executed techniques.   Often a customer must travel to the design house for two fittings for each garment produced.   A protected term in France, where companies have rigid requirements to meet before being able to participate or refer to a collection as Couture.   ** It has become popular to call all designer clothing couture.   This is incorrect and should not be encouraged.   Designer collections should be referred to as RTW (ready to wear) OR runway. 

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