FERRAGAMO PRESETNS HIS NEW FEMININE FRAGRANCE
Posted on April 25, 2010 by cesa
A gala dinner at Palazzo Re Enzo Bologna celebrated the launch of Moments, the new feminine fragrance Ferragamo Parfums, which will land on the market in September. “For a brand like ours to launch a major new women’s fragrance is above all a fantastic communication tool that enables us, with the large number of units coming on the market, can provide to our strong brand and immediate global exposure – explains Michele Norsa, CEO of Ferragamo to Modaonline -. Given the importance of reserve to launch this new choice to have the society that creates our fragrances (sector which currently generates about 6% of Group sales) in the group reveals an additional add on that allows us to have total control over all productive and distributive phases. The words of Norsa clearly underline the importance it attaches to launch Ferragamo Moment that while it represents a strong investment company other port on the market at a time of strong upturn. “Moment represents for us a long run of long-term project – explains Luciano Bertinelli (photo), CEO and president of Ferragamo Parfums Perfume Academy -. In our business we are working on plans for three years as a time to market new fragrance ranges between 18 and 24 months. We are extremely happy, then, that moment, the landing on the market in a period of recovery even though we are very cautious because it is still difficult to understand if the sales growth the last three months can be attributed Missing a stock or a real recovery in consumption. ” A very legitimate question to answer as you will have to wait for the autumn, after the crisis experienced in 2009, also in the perfume and suddenly the rules have drastically changed. “The crisis has turned decisively in the rules of marked and has taught us that today the only thing to bet on is that sell-out. If until now we could count on stocking a process that allows us to work on timing more elongated now all the links in the chain, from upstream to downstream, are designed to be slightly lighter than focusing on a faster rotation of the product. We believe that this process has now become final and, therefore, we adjusted all our steps on it going to create a strong link between the production process and the market. ” A key strategy especially for someone like Ferragamo, has chosen to focus on a timeless fragrance very disconnected from the concept of fashion. “Moment is a fragrance quite cross at both master (with scissors centrally focused on the group 25/45), which in geographical terms and, for this reason we chose to create something classic, beautiful and able to highlight important first all the heritage of the brand. Given the importance we attach to the Ferragamo Group and we kept it in a spasmodic and almost obsessive detail in both production and distribution at the level of communication. ” At the distribution level the goal is to touch, over 6 / 8 months after its launch, 12,000 doors in the world. “The smell of a brand has a twofold mission. On the one hand to expand brand awareness, why we chose to activate an important distribution although still selective, and the other to lower the target level master allowing even the youngest band to approach the world mark. From this point of view is extremely interesting to note how different the approach to the product in different areas of the planet. “Beyond the domestic market, which for us is still very important, our two top market of reference are the U.S. and Japan which alone represent about 50% of our business today. At the level we are prospective, however, closely monitoring other areas such as China (which has excellent land in doors 100/150) and those of Central and South America are evolving and growing very significantly. The launch of a fragrance that aims to be present in all areas of the globe is a challenge because, for example in Japan our core target is the 15/25 year-end target while in the U.S. rising significantly. The importance of the project has, therefore, tend to have to study different types of communication to take account of all our potential customers as possible. ” Testimonial of the print campaign and TV spot, which will start in autumn, which is Dree Hemingway, lying on the bed in a pose star plays with red sandal Ferragamo while, glancing at his intriguing man, opens the box containing moment. Beside the traditional campaign for the launch of Moments has been activated a new alternative communication that focuses on the web. “At this stage it is imperative to understand and intelligently use a new tool that is capable of reaching the final consumer. The web presence today is essential as a means of global communication increasingly used by a certain band registry capable to reach every corner of the globe. In China, for example, we have created a blog devoted entirely to the perfume that is giving us very good responses and have also launched a photo contest with the bottle of fragrance as a starting point. ” Opening, therefore, decided to new media first step to test the waters that lead to the development of an e-commerce. “How much maison believe in the potential of e-commerce. Obviously, a fragrance, unlike many other categories, must be tested and proven, at least the first purchases. E-shop may, in our opinion, become a means of diffusion win-win for those who want to reorder a product and we are therefore oriented towards creating thinking of introducing new products 6 / 8 months after their launch. It ‘too early now to talk about a date but we hope can take place before activation end of the year. “
