Ferragamo: Contradiction Between Manual And Batch

Ferragamo, which starts with shoes, is in.

Salvaotore Ferragamo, the founder of the brand, is a gifted master of shoemaking. At the age of 9, he was determined to create a perfect combination of beautiful and practical shoes as his lifelong ideal.

In 1909, he became an apprentice of a fashionable shoemaker in Naples.

When he was 13 years old, he had his own shoe shop in his hometown, Bonito, and created the first pair of tailored ladies' leather shoes, and thus began the first step in creating his fashion kingdom.

In 1914, Ferragamo came to the United States at that time when the California film industry was in a period of rapid rise.

The cooperation with the film industry has not only increased its popularity, but also accelerated its fashion.

Fashion characteristics

Ferragamo thinks that beauty is not limited, and there is no end to design. A shoemaking teacher should never worry about choosing shoes.

It is precisely this kind of persistent pursuit of beauty that Ferragamo does not rigidly adhere to material, detail handling and modeling in the process of designing shoes.

So that he led the trend of shoes at any time.

From the beginning of shoes, the brand has been following the brand image established by Mr. Ferragamo, and its brand products have been extended to clothing, bags, leather goods, scarves, perfume, glasses and accessories.

Adhering to tradition, creativity and quality is the best way to run through its products and brands.

marketing strategy

Diversified development with shoes as the starting point

Development based on a certain variety of products may be a means for Ferragamo to open up the market, but the founders' exclusive interest in shoe shoes also determines that the brand has only emerged as a brand image 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.

Example: Ferragamo's bag has been pursuing fashion on the basis of simple style and practical function.

Whether it is popular leather bags or classic Fiera series, they are very eye-catching.

Simple design and exquisite handwork make bags durable and not obsolete.

Leather materials and unique leather making technology have made crocodile skin, python skin and noble ostrich skin become the most attractive members in fashion.

Made in Italy, silent brand promise

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.

Example: today, Ferragamo's shoes still insist on production in Italy, and refuse to use mold and mechanized assembly line.

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.

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Differentiated marketing, shoes that fit all the time.

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.

Example: 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.

Walking between the stars and the masses

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 of the fame of the movie, Ferragamo is not a great influence on the development of popular fashion.

Tailored for stars, mass production for the masses, the same is well designed, stars are limited edition, the public is mass fashion version.

The same meticulous workmanship makes the Ferragamo's shoes not afraid of the public because of the star's high living condition, nor does it make the stars feel low because of mass consumption.

Because of this, Ferragamo can walk freely between the stars and the masses.

Example: in the movie seven year itch, Marilyn Monro'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 includes the metal and high heel shoes designed by Salvaotore Ferragamo, and Monroe herself claims that high-heeled shoes are of great help to her career.

Typical events

Ferragamo, contradiction between manual and batch?

Nowadays, luxury brands have shifted their focus to China's huge market. Many people worry that with the rapid expansion of the luxury market, luxury goods are increasingly being served by ordinary people. They may drop their positions and change the tradition of manual and limited production.

"In those assembly line factories, you can imagine thousands of shoes being pferred from the production line to the other side.

But the shoe factory of Ferragamo is absolutely not tainted with mechanical taste.

Ferragamo said.

Strategy analysis

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.

Comprehensive dialysis

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. However, it still faces many challenges and problems to be solved.