Salvatore Ferragamo and Metro Shoes Brand Comparision

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A retail Brand comparision

Transcript of Salvatore Ferragamo and Metro Shoes Brand Comparision

  • RETAIL MARKETING & STORE EXPERIENCE MANAGEMENT

    2015

    Salvatore Ferragamo &

    Metro Shoes Brand Comparision

    Rahul Menon

    Roll number- 33

    [ T Y P E T H E C O M P A N Y A D D R E S S ]

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    AND

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    Salvatore Ferragamo

    History:-

    Salvatore Ferragamo emigrated from southern Italy to Boston and then California in 1914.

    He opened the Hollywood Boot Shop in 1923, and made shoes for movie stars such as Joan

    Crawford and Gloria Swanson, as well as for films such as Cecil B. DeMille's The Ten

    Commandments. He returned to Italy and set up a shoe shop in Florence in 1927. However,

    the modern shoemaking company regards 1928 as the date of its foundation and so

    celebrated its 80th anniversary in 2008. Salvatore filed for bankruptcy in 1933,[citation

    needed] during the Great Depression, but by 1938 he was in a position to buy the Palazzo

    Spini Feroni, one of the great palaces of Florence, which now houses the company's flagship

    store and a museum dedicated to Ferragamo's life and work.

    The company flourished after World War II, expanding the workforce to 700 craftsmen

    producing 350 pairs of hand-made shoes a day.[citation needed] After Salvatore's death in

    1960, his widow Wanda took over the running of the business and expanded its operations

    to include eyewear, perfume, belts, scarves, bags, watches, and a ready to wear clothing

    line.

    The company is currently owned by the Ferragamo family, which in November 2006

    included Salvatore's widow Wanda, five children, 23 grandchildren and other relatives.

    There is a rule that only 3 members of the family can work at the company, prompting

    fierce competition. To ease these tensions, in September 2006, the family announced a

    plan to float 48% of the company on the stock market, and since October 2006 Michele

    Norsa has served as managing and general director. However, as of January 2008, this plan

    may be on put on hold in the midst of the downturn in the financial market. If the listing on

    the stock market proceeds, the fund will be directed primarily towards building its positions

    in China. The company is holding its 80th birthday exhibition in Shanghai.

    For the fiscal year 2014, Salvatore Ferragamo reported preliminary consolidated revenues

    of 1,332 million euros (1,508 million dollars) As of December 31, 2014, the Salvatore

    Ferragamo Group's retail network consisted of 373 directly operated stores (DOS), while

    the wholesale and travel retail channel included 270 third party operated stores (TPOS), as

    well as presence in major department stores and high-end multi-brand specialty stores.

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    Owners:-

    The company is currently owned by the Ferragamo family, which in November 2006

    included Salvatore's widow Wanda, five children, 23 grandchildren and other relatives.

    There is a rule that only 3 members of the family can work at the company, prompting

    fierce competition. To ease these tensions, in September 2006, the family announced a

    plan to float 48% of the company on the stock market, and since October 2006 Michele

    Norsa has served as managing and general director

    Global Presence :-

    Italy

    In addition to its historical flagship store at the Palazzo Spini Feroni in Florence, Ferragamo

    has two stores in Milan, two in Rome and 14 in prestigious locations in Naples, Genoa,

    Turin, Capri, Portofino and Venice.

    Europe

    In Europe, it has a total of 58 shops it directly controls, including a flagship in Paris's Avenue

    Montaigne and one in the Atkinsons Building in London's Old Bond Street. The shops are

    found in major cities in France, Germany, the UK and Spain, as well as in Brussels, Athens,

    Monte Carlo, Vienna, Prague and Amsterdam.

    North America

    Salvatore Ferragamo markets products in North America from Canada to Hawaii, with 25

    directly controlled points of sale. In the United States, Ferragamo has 15 boutiques in

    Arizona, California, Florida, Georgia, Hawaii, Illinois, Massachusetts, Michigan, Nevada, New

    Jersey, New York, Pennsylvania, Texas, Virginia, and Washington. Of particular note are the

    flagship stores at Fifth Avenue in New York and at Copley Place in Boston, as well as in

    Beverly Hills and Honolulu. The company opened its first Canadian store in July 2013, in

    Toronto. In addition to its free standing stores, there are many shop-in-shops and corners in

    the department stores in the U.S.

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    Latin America

    Salvatore Ferragamo recently extended direct control in Latin America by setting up

    Ferragamo Mexico, which directly handles 20 points of sale in the country including the first

    flagship store in Latin America. It also has a select distribution circuit in numerous

    countries, from Venezuela to Brazil, Argentina, Chile, Panama, Colombia and Peru. In Brazil,

    the Salvatore Ferragamo group has begun in a luxury department store, called Daslu. After

    that, direct control stores were opened in So Paulo (3 stores) and Rio de Janeiro (1 store).

    Japan

    Salvatore Ferragamo has had directly controlled operations in Japan since the early 70s and

    can now count on a distribution network of 64 directly controlled points of sale, through

    Japanese department stores such as Iwataya and Daimaru. It has two flagship stores, one in

    Ginza, Tokyo, and one in Osaka, opened in October 2004. 27 percent of its revenue in 2005,

    575m euros, came from Japan.

    Asia Pacific

    Through its Hong Kong headquarters, Salvatore Ferragamo controls its distribution

    operations in the following 11 countries in Asia and Oceania: Hong Kong (flagship in Canton

    Road), Taiwan (flagship in Taipei 101), China (flagship in Shanghai), India (flagship in DLF

    Emporio, New Delhi), Korea (flagship in Seoul), Singapore, Thailand (flagship in Paragon),

    Malaysia (duplex flagship at Pavilion Kuala Lumpur), Indonesia, Doha (The Pearl), Qatar,

    Australia and Philippines. In 2010 a massive expansion plan was set to expand the presence

    of Salvatore Ferragamo in the Philippines. The plan includes the renovation of all four

    stores in Manila and Cebu and the opening of Resorts World Manila store and the opening

    of another two stores in 2012. The Salvatore Ferragamo S.p.A is unique in that it is one of

    the only fashion brands not owned by large luxury goods conglomerates such as LVMH

    Group or Kering Group.

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    Retail Formats:-

    The S.p.A has over 3,000 employees and an extensive network of 606 single-brand stores.

    Salvatore Ferragamo is established in 26 countries worldwide with a total of 338 directly

    operated single-brand stores.In addition to the directly operated Ferragamo boutiques

    around the world, the brand has also partnered with third-party retailers such as

    Bloomingdales, Neiman Marcus, and Saks Fifth Avenue.

    Store Positioning:-

    The Salvatore Ferragamo stores have the inate Italian artisan feel to it , which lends to its

    products an image of superior brand quality developed through the years. For each season,

    new products arrive in three stages. Each shipment is a portion of the new collection, and

    must be presented in a certain manner in accordance with Ferragamo ideals. Window

    displays, for example, must highlight the most coveted products from the seasonal

    collection, and must also transmit a story to the viewer. Corporate employees in New York

    and Florence decide which items are red hot, which are usually looks highlighted on the

    runway. The displays are presented in a manner that radiates the inspirational elements

    behind each collection. Each story must attract customers and also stay true to Ferragamos

    fashion vision. A visual specialist will chart out a detailed store plan tailored for specific

    stores.

    Branding:-

    With longstanding experience in shoe creation and customization, Ferragamo offers a line

    of personalized, handmade men's shoes. The collection offers a stitched welting

    construction a premiere technique among shoe craftsmanship hides, colors and styles

    chosen and ordered by the customer, allowing him to express his individual style at a

    supreme level of luxury.

    The balance of tradition with modernity and innovation distinguishes this collection. Its

    roots stem from Ferragamo's wealth of technical skill and continual research into materials

    and construction coupled with a relentless passion for creating authentic and unique

    designs. For this reason, Ferragamo only offers the best products and expertise to its

    demanding and discerning customers.

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    Promotional Activities:-

    Salvatore Ferragamo has Four selling campaigns during the year. They engage with

    celebrities and famous top models like Kate Moss, Gisele Bndchen, Claudia Schiffer and so

    on. They conduct exquisite photo shoots and invests in short videos with exceptional

    celebrities. Furthermore they focuse on events, exhibitions and launches worldwide where

    in they rope in regional Celebrities who align with the Brand philosophy as the regional

    endorser.

    Uniqueness of the Retailer :-

    Salvatore Ferragamo brand heritage is a synonym of glamour, elegance, craftsmanship,

    creativity and innovation. Apart from that a few notable points which differentiates the

    brand from other Luxury Appare