Italy Light Luxury Brand Furla Enters The 3 Era

Furla's global sales in 2013 amounted to 228 million euros, with an average annual growth rate of 15% over the past 2010~2013 years.

According to the US report, Furla has been keeping a low profile brand image in recent years, and the company has recently started to enhance corporate publicity and strengthen brand image through various strategies.

The company CEO Eraldo Poletto recently said in its interview that it will open the 3 era of Furla in 2015, and will take the following strategies:

Accelerating the layout of overseas markets

Italy and Japan are the largest market of Furla, accounting for 23% and 22% of global sales respectively.

At present, the share of Asia Pacific market in Japan is about 14%, with 149 stores, and the company plans to add 21 stores in the Asia Pacific region in 2015.

The company will focus on promoting the promotion of men's leather products in the Asian market and launch online sales in China in the first half of 2015.

The company has just entered the Australian market in 2014. Now it has opened a brand flagship store in Sydney and Melbourne. In the next two years, it will open 5 new stores in these two cities. In the second half of 2016, it plans to continue to set up shops in Brisbane, Perth and Oakland.

The US market accounts for about 9% of the world's sales. The company has opened stores in the major boutique stores in the United States, such as Saks Fifth Avenue, Bloomingdale 's and Nordstrom.

The company plans to add a brand flagship store to Fifth Avenue in New York in the first half of 2015 to enhance its brand image.

Since Furla has been relatively low-key in product publicity, recently, a series of measures have been adopted to intensify the publicity.

According to Bain Consulting's plan, in 2015, Furla increased the market cost by two times, and hired the hottest photographers in the fashion circle.

Work in the spring of 2015.

The company plans to open a five story studio next to Galleria Vittorio Emanuele II, Milan's largest luxury shopping center in March next year, covering an area of 32400 square feet (3000 square meters).

In addition, the Furla arts foundation will hold a retrospective exhibition next year at the Royal Palace in Italy.

I believe these measures will greatly enhance brand awareness.

It is worth mentioning that the company has opened online stores in the US, Europe and Japan, and users in China and Russia can also buy online stores in 2015.

Over the past two years, the company's online sales profit has increased by 230%.

Furla will introduce women's shoes and men's leather bags in the autumn of 2015.

Due to the recent popularity of the glasses series, the company will strengthen the launch of new products, and plans to set up a box design studio near Florentine to support the development of new bags.

The company will also improve the production process of its leather products. All the products are made of Italy leather and do not mix with other materials, so as to improve the quality of products and reduce the supply chain links.