Ferragamo Ferragamo: Always Fit Shoes

Ferragamo, which started with shoes, is the focus of attention in the fashion industry. brand Shoes are symbols of honorable status. In the film and television world, Salvatore Ferragamo, the founder of the brand, is also known as "the shoemaker of movie superstars". Some people even think that half of the history of footwear in twentieth Century is written by him. It is a beautiful dream for many women to have a pair of Ferragamo shoes. In the latter half of the twentieth Century, Ferragamo had developed into a fashion The famous brand of product diversification, of course, shoes are still its signboards.

No limit on material discovery

Material innovation has made Ferragamo a distinctive fashion feature and has been the biggest selling point of its brand. The late 1920s's economic recession and the ensuing World War caused a tight supply of raw materials, but it inspired Ferragamo's innovative ideas for shoes. Various alternative materials have been continuously developed: metal wire, wood, felt, synthetic resin similar to glass and typical Florence products, coconut leaf fiber. Some of the most popular designs so far have been born during that period, such as the famous metal high heel shoes, 18K gold sandals, F heels and vamp made by Marilyn Monroe. Sandals And so on.

The continuous use of new materials is one of the fashion expressions of Philippe, which is not only shown in Ferragamo's shoes, but also in clothing, bags, glasses and other products.

Different design details

While maintaining tradition, Ferragamo pays attention to details with modern eyes and constantly seeks new details to bring new fashion breakthroughs. The outstanding detail designs among the products are used by each other. The usual design methods such as hollowing, applique, metal sequins and splicing are also used by the first time by Ferragamo. Or to maintain changes in the shape of the product without changing the details of the decoration, such as metal buckles and vara bows decorated with leather, shoes and accessories. This is not only a significant product mark of Ferragamo, but also a key point of change. Each season gives different details. Ferragamo uses all kinds of details to closely link products and form a unique product style.

Function and fashion unification

In Ferragamo brands, fashion does not mean sacrificing comfort, which is the key to its success. Products are not only satisfied with innovation and fashion, but also attach importance to their functions. Therefore, any Ferragamo product, especially shoes, must be designed to meet the use function. Only the perfect combination of function and fashion is a qualified product. For example, in 1936, the sunken, beautiful tipping pine shoes and tough and lightweight Cork Wedges were designed to replace the restricted skin and steel. In order not to affect comfort, Ferragamo curves save the country with new materials to achieve the same effect. This shoe is not only beautiful, fashionable and widely imitated, but also become the originator of the popularity of sponge cake shoes.

Shoes promised to fit forever

The diversified development with shoes as the starting point, the development based on a certain variety of products may be the means of developing the market by Ferragamo, but the founder's special interest in shoe shoes also determines that the brand has only emerged as a brand appearance of leather shoes for more than 30 years. Ferragamo, a single product struggling in the market, is no doubt a paragon of success. Until Mr. Ferragamo died in 1960 and his wife took over all the business of Ferragamo, Ferragamo really entered the era of pluralism. After determining the absolute market position in shoemaking, Ferragamo began to try many kinds of development, and other categories were as fashionable, elegant, comfortable and simple as shoes. Today, although other brands of this brand do not yet have the extraordinary influence of footwear on the fashion industry, it also attracts the market's attention to a certain extent.

At present, Ferragamo's merchandise still inherits the idea that the brand founder advocates "the instant wear must be very comfortable", and its shoes insist on the high quality produced by 100% Italy. Manufacturing in Italy means not only that the product processing is completed by Italy, but also its superior quality. This is the core value of Ferragamo products. Manufacturing in Italy is a synonym for fashion and quality in the world today. With such quality assurance, even high prices are worth the money. "Made in Italy" is a crucial point for Ferragamo products to attract a large number of consumers. {page_break}

Today, Ferragamo's shoes still insist on production in Italy, and refuse to use molds and mechanized lines. A pair of shoes still need to go through more than 60 hands, more than 120 processes to ensure that each pair of shoes is original and excellent. There are 82 sizes for each pair of shoes and 52 sizes for men's shoes. For example, men's shoes are 12 yards apart from 12B, 12D, 122E and 123E four, and women's shoes are more complicated.

Quality and comfort are the biggest characteristics of Ferragamo's shoes and the most attractive selling points of their products. At the beginning of the establishment of the company, Ferragamo attracts customers in this way, which is also the core competitiveness that distinguishes them from other brands. "Always fit shoes" is its most classic and real advertising slogan. The combination of practicality and fashion and perfect combination of function and creativity is the shoe of Ferragamo.

In order to find out the secret of "always fit shoes", Mr. Ferragamo even went to Losangeles University for further study of human anatomy. There he found that when the body was standing, the center of gravity was concentrated on the arch of the foot, so this part should be properly supported, so he designed shoes with iron sheets to strengthen the supporting force of the shoes at the arch. To meet different types of feet, Ferragamo shoes have 5 lengths per length, and each pattern can be divided into more than 100 sizes.

In the movie seven year itch, Marilyn Monroe's famous footage, which was raised by the wind of the subway exhaust, caused countless heroes to bow. One of the merits of this effect is the design of the metal heel and heel shoes designed by Salvatore Ferragamo, and Monroe herself claims that high-heeled shoes are of great help to her career. When Ferragamo came to the United States in 1914, the Hollywood film industry began to develop rapidly. Ferragamo not only became attached to movies, but also opened the initial stage of making shoes for stars. Because the movie, because the star, Ferragamo's reputation, but this did not affect its development of the public fashion line. Tailored for stars, mass production for the masses, the same is well designed, stars are limited edition, the public is mass fashion version.

Rigorous attitude towards luxury goods

The value of luxury lies in its sparsity and diversity. A pair of shoes, a handbag, condenses the craftsmanship's craftsmanship, concentration, and valuable time. For luxury brands, they will not easily break away from the marketing tradition of "seeking excellence without asking for more, and things being scarce". Consumers buy Ferragamo products, not only for first-class craft, durable and practical performance, simple and elegant style, but also for the exclusive exclusive distinction. If Ferragamo leather abandoning handwork, mechanized and automated mass production will no longer be sparse and differentiated. The concept of luxury goods will disappear.

Ferragamo's shoes, clothes and scarves and other accessories show a luxurious and elegant style. However, no matter how infinite the design idea is, they always insist on the principle of laying equal stress on practicality and style. This is especially notable in shoe design. Because of this, the brand has accumulated good brand reputation and recognition in the continuous development, and has a more mature brand management team and marketing mode, which makes Ferragamo stick to its own territory in the increasingly competitive market, but still faces many challenges and problems to be solved.