Andrea Tremolada, Worldwide Communications Director of Salvatore Ferragamo, is one of the most respected media experts in fashion advertising. It's also clear that he possesses boundless stores of energy. At the 10th Annual Connect Alliance Conference in Lago Maggiore, he provided an overview of the luxury giant's media strategy -- directly after landing at Malpensa from South Korea and before rushing back to headquarters for meetings with Mrs. Ferragamo. (The Founder's widow, Wanda Ferragamo, is also amazingly energetic. Although in her '80's, she continues to come to work daily.)
Salvatore Ferragamo, a family empire built on a heritage of fine craftsmanship, now sells its products in 75 countries and through 573 stores bearing its name. The company produces two different major ad campaigns each year. "We are proud to make products that are totally produced in Italy," says Tremolada. The current Ferragamo campaign was filmed at Lake Como's famed Villa d'Este—just an hour north of the company's Milan office -- to underscore the brand values of a "Made in Italy" label.
Andrea Tremolada admits that he knows much more about the Ferragamo consumer than ever before -- largely due to the exchange of information through social networks. "In last 3 years, we've found that consumers have become more involved than in the past. Those who are very interested in our products offer tremendous feedback about our quality and share opinions that are helpful to our brand.
We have come to see key differences between those who buy online and those who shop in stores. And given the number of people who use their phones to take photos of products they'd like to find, we are looking forward to the mobile aspects of e-commerce in the near future."
As a rule, luxury and high-fashion brands have been slow to embrace digital media as they seek media environments associated with wealth, good taste and those tactile qualities found with elegant print vehicles. Yet Tremolada is convinced that Ferragamo should invest more in its online activities. 'This is not just for advertising, but to continue the strong relationship we have with our consumers." He also admits that there are times when an iPad application is better than a glossy magazine—particularly when video can be embedded and the brand story expanded.
He also recognizes the need for the company to become a publisher. "We need to be a content producer, particularly if we want to keep our Facebook presence meaningful to customers every day. When people are interested in the label, they always want to know more."
Although still largely invested in print, Tremolada's media strategy varies by country and the brand's median age is changing. For example, Ferragamo runs its advertising in a teen magazine in South Korea—something that he says "would never happen in Japan or even Italy." South Korea also boasts one of the highest shares of the company's internet spending. China has a portion of its budget dedicated to Outdoor, a medium now associated with luxury when placed adjacent to upscale shopping malls accessed largely by those who can afford to visit by cars. Ferragamo also runs television advertising in the US and Brazil with some limited spots in Japan for its fragrances.
Sales by region now reflects the overall trend found by most luxury marketers, which underscores the huge significance of the Asia Pacific region, followed by the US -- which has now outpaced Europe. Top countries include Japan, China South Korea and Taiwan, while fast-growth markets now include Mexico and Brazil. - The Internationalist Magazine
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