MARCH PART DUE - FULL SPRING AHEAD!

MASSIMILIANO GIORNETTI - PHOTO Sandro MichahellesThe Fall 2010 fashion shows have wrapped up in New York, London, Milan & Paris.   There are many exciting trends emerging for next Fall.   We will be covering them all here in the Feed, in due time.   FALL 10 PREVIEW - PHOTO: Sandro MichahellesThe reviews of the Ferragamo Fall show are VERY exciting.   Massimiliano Giornetti unveiled his first Ferragamo Donna collection last week in Milan and clearing struck a chord with journalists and the fashion flock.   STYLE.com quoted one show attendee leaving the presentation as saying "now THAT is what Ferragamo is supposed to look like".   More to come on this uplifting news! 

Now let's sell Spring.

S/S 10 -CLAUDIA SCHIFFEROFF THE SHELVES

Nothing says Spring like bright, cheerful colors and the Ferragamo Spring 2010 collection has great color options in every category and classification.  

Photo: Marcio MadeiraOne of the strongest colors on the runway was Citron.   The sharp yellow is bright to say the least.   While it makes great editorial, it has a more limited appeal to your average boutique customer.     Look # 6 is featured in C magazine this month.   What a shot!  Look for it on page 107.  Know that Ferragamo continues to set trends in fashion, not follow them.  The style is 100% silk and available in limited boutiques - Style #13-S096-438-471-$1,870.00   A little touch of this color goes a long way.   A great way to add this color to a wardrobe is by choosing one of the beautiful Ferragamo Silk Scarves that incorporates the color in a print.   See the beautiful shot from the S/S campaign with Claudia Schiffer as a reference.

COTTON TRENCHOne MUCH more salable color is pale blue.  Flattering to most skin tones, the soft shades of blue in RTW are great items to fold into a customers wardrobe this Spring.    Choose the skirt in the Spring Garden Print in Light Blue - Style # A663-429-326 100% silk at $1,230.00.   A perfect accent with the skirt is Style # A620-428-818.  This 100% cotton trench coat is super chic and a great Spring purchase priced at $1,690.00   There are sexy shoe options to complete the look.  Don't be afraid to mix shades of blue, it is the chicest way to wear color.   The concept of matching color perfectly, or only wearing very different colors as contrast is outdated.   Mixing various shades from head to toe is fresh and modern.   One excellent choice is Style # C158 - Giglio -436-982 in Ocean Karung priced at $670, and there are other color options as well. 

Another excellent color this time of year is Coral / Light Red/ Dark Pink.   The collection is full of great options and your buyers were strategic in putting $ in some great shapes that cover you customer's needs from day to evening.  Two choices that any of your ladies should have in their wardrobe are less than $1,000.00 for both pairs!!   Grisbi Style # C003-437-348 in color/rafia is $550.00 and the perfect shoe for any Spring/ Summer cocktail party or occasion.   A terrific shoe to buy when planning a vacation wardrobe as the sexy and playful dinner shoe.   The perfect suitcase companion to Grisbi is Grisson.  This espadrille style wedge is an excellent option for daytime.   Easy and lightweight, a very stylish shoe to wear while taking in the sights on a cruise - or running errands around town.  Prices at $330.00 , I don't think you can find too many other designer options that can beat that.  (Check your store buy for all the colors you are on order for of Grisson, pictured here in blue).  

S/S 10 CAMPAIGN - LEGACY OF LUXURYLEGACY OF LUXURY

As the economy continues to recover from the greatest recession in 50 years, some luxury brands are anxious for ways to attract new customers - without resorting to the same over the top advertising and marketing they employed in 2006, 07, 08.   Companies that are KNOWN  for their heritage and legacy such as Ferragamo, Hermes, and Chanel are benefiting from the fact that their "history" is a very important aspect to the DNA of the brand.    When a customer purchases an Hermes scarf, a Chanel tweed jacket, or a Ferragamo pump - there is reference point in that customer's mind that makes that purchase a wise investment to them.  LOUIS VUTTION ARTISAN AD 

In 2010 we see companies who have not focused on company history before, turning to the archives for references.    The Gucci campaign is one example.   While the shots have nowhere near the charm and Charisma of any of the Ferragamo archive images we have, they do convey a sense of history.    GUCCI - FOREVER NOW CAMPAIGNOver at Louis Vuitton, the stark image of an artisan sewing has drawn some criticism to LV.   The reason being, much of the trademark merchandise driving sales at Louis Vuitton is mass produced in assembly line style factories more associated with China than France .   This is a far cry from the image being portrayed in print, which in actuality makes you think much more of Hermes than LV.    The bottom line is, this is a wonderful development for Ferragamo. We out-archive any of these companies with workshop photos, celebrity shots, and images of Salvatore Ferragamo himself - pioneering the designer industry almost 100 years ago.     ** See next section for more on this point!

FERRAGAMO TIME

In 1907, a then 9 year old Salvatore Ferragamo stays up through the night to make shoes by hand for two of his sisters.   The girls were to have their confirmation at church and had to have white shoes.   The family being of very humble means, didn't have the money to purchase the new shoes.  Without telling his parents, little Salvatore had made a plan to cobble the shoes for his sisters.  Amazingly at his young age, Ferragamo's passion was already ignited.   His sisters wore their new white shoes to church and Salvatore had started laying the foundation for his amazing legacy.

RUNWAY WORDS

THE NEW LOOKDIOR'S "NEW LOOK" - 1947

This term was coined as a reaction to Christian Dior's premiere couture presentation in 1947.   The detailed bust and exaggerated waist drew much attention.   The skirt length to mid-calf completed the look and "The New Look" was born, and a legendary couturier had cemented his place in French fashion with one collection.

Comments

[James Keller]

I've recently joined Ferragamo from Vuitton and was wondering what information you had on Vuitton bags made in China. I've tried to do a little research and can't find anything to support this claim. It is my understanding that there are 14 Vuitton workshops worldwide. Twelve in France, one in the U.S., and one in Spain. About 99% of the counterfeits come from China (the other 1% from Turkey). I'd love to hear some concrete evidence that this is not true. Thanks!

[JASON JOBSON]

Hi James,
Thanks so much for the question. As you can imagine, it is extremely difficult to find "confirmed" sources concerning this topic. Very few luxury brands will admit to producing in China. While the factory information you quoted is the official numbers from LV, there is much speculation that production is also in China. Managers at the factory level know how volatile the information is, so it is almost impossible to get photos of the production of any luxury item.
I urge you to read Dana Thomas' book -Deluxe - How Luxury Lost It's Luster. Ms. Thomas is an investigative journalist who spent 3 years researching the industry. She spent time in China visiting factories and witnessing the production of luxury brands that publicly say they do not produce there. She also uncovered tactics some brands use, such as - printing "made in China" in black ink on a black label, -printing "made in China" on a sticker label that is removed once it gets to Italy or France, etc etc. There are brands she all but mentioned by name - and those she could not for fear of legal action. I have been in touch with Ms. Thomas, and I really urge everyone to read her book. It is an eye opener.
What is safe to say is that Bernard Arnault has changed the luxury industry forever. He applied mass market production to LV that was once reserved for industrial goods. His techniques have stripped every extra cent out of the production of leather goods. Clearly, the ad image in the campaign featuring the artisan is FAR from the actual production technique implemented at LV. Also Mr. Arnault is not clear on the topic himself. He public stated a few years back that French craft work is the best quality for production, but then a few months later the Celine brand started producing accessories in China.
Having said all that -let it be clear - I have no ill will towards China or the hard working people employed in the industry there. I make this an issue simply because of the value of "luxury" goods and the pricing strategy. I do love LV myself. I think it is amazing how the company convinced the world to buy coated fabric at luxury skin prices.. fascinating! It is true marketing genius.
I will keep you posted of any new information that surfaces on the topic. Thank you again for the question. Hope to see you soon.
Jason