AUGUST 2012 - FASHION IN THE CITIES

OFF THE SHELVES

August in the U.S - the heat is on!   The temperature and humidity is soaring in the streets and Ferragamo Fashion is RED HOT in boutiques!  From coast to coast, Honolulu, and the newly renovated Vancouver, Ferragamo is a shopping destination! How exciting to have Pre-Fall, Fall-Winter, & the Runway Collection so coordinated.  Get your clients excited with a wear-now item.  Find a light piece from Pre-Fall- a silk blouse or jersey dress.  Next, add on an exotic Python bag from main collection.  Then, when Fall is on her mind, blow her away and layer on a Gorgeous Embroidered Velvet  boot!   Make a reason for your clients to come and see you every week.   There is always something new to focus on.   Create a story that you pull aside for her.  Curate a small collection to show her, letting her know you took the extra time- just for her.

Military World Loop Calfskin Shoulder Bag D597-527-023 $1,590One huge strength of a fashion collection is the ability of the brand to merchandise with other designers.  This has become more and more important as lack of brand loyalty from fashionistas only increased in recent years.   When styles mix with trends of the industry, committing to that new purchase is so much easier!   Massimiliano has not only been hitting the trends, but also helping to create the trends that editors are promoting.

There is no better example of the mix of merchandising than the gorgeous shot in August Harper's Bazaar.   "Chic In The City" is a collage of color by photog Tommy Ton.   The Ferragamo bag and Fendi Booties bring Italian design star power to the American J.Crew & Tommy Hilfiger jacket and skirt.  What a great example of mixing high and low price points - and the mix of texture and trends.   The exotic printed skirt, with the modern art inspired boots, and Military Safari Bag - what a story!  Yves Saint Laurent (Now officially known as Saint Laurent Paris - another example of a corporate giant erasing the legacy of a master),  and Chanel  round out this urban story of super chic shoppers trying to beat the heat without putting a damper on their style.

The Military World Loop bags are the perfect answer for so many looks this Summer and Fall.  These updated messenger bags give structured shape and neutral shades to tone down  bright colors and  patterns on jacket or pants so popular this year.  These bags are the perfect style equation:  Military Chic + Prep School Geek = Sophisticated & Sleek!   ** Once again hitting right on trend as Preppy & Geek Chic are here to stay!**   These bags are also offered in a range of materials for many women loving this look.  From smooth calfskin in Neutral browns ($1,590.00), to exotic python in rich Mirtillo (Eggplant/ Aubergine), to the elusive black Astrakhan ($2,600.00).    This baby lamb fur is named for the city in Southern Russia, and is a traditional image of Russian luxury - a central theme of the Fall Runway Collection. 

LEGACY OF LUXURY

A true sign of a fashion brands relevance is the way in which magazines showcase the designer.  Notice the change in how Ferragamo RTW appears in print since Massimiliano has been creative director:  The collection is more often shown head-to-toe as it was on the runway - making the intended statement of the designer.  Case in point - W Magazine - August 2012.  Photography legend Patrick Demarchelier, brings us "Fierce Creatures", showing the strongest Fall looks on futuristic fashion soldiers.   Ferragamo Runway look 30 is showcased from head to toe. 

**Not only are the editors inserting Ferragamo into accessoryFALL 2012 FERRAGAMO RUNWAY stories, they are PLANNING fashion stories around the Ferragamo collection. Bravissimo!!** 

Fall collections from Italy and France reference a range of "global warrior" designs.  From the fine tailoring of military officer uniforms to the Mad Max post-apocalyptic jagged edge parkas,  the message of luxury protection is all around.  W Magazine called the look "Fierce Creatures", which sums it up perfectly. 

Massimiliano chose the sophisticated look of tailoring to tell his story of a sophisticated Russian princess as she moves from city to city.  What makes this trend modern and wearable for the fashionable woman is pairing the sharp tailoring with a softer, more fluid shape.   Runway Exit 30 shows how sophisticated and sexy this combination can be.   Both the jacket (527-337 13S741- $3,050.00)  and skirt (528-631 13S794- $2,270.00) are versatile investments for your fashion clients.   The skirt worn with an off the shoulder knit, and the jacket worn a trouser or jean turn one look into 3 or 4.   These price points are also right in line with all the other brands our fashion clients are shopping.  Don't hesitate to suggest one of these "Must Haves" to your shoe or handbag clients.   Even if your store doesn't carry RTW, you can talk to her about the trends, show her the runway brochures, and put together a look for her.  ** Talk with your manager about potential RTW clients, and how you can make that transition happen.  It only takes one piece to create a RTW client for life! ** 

KATE MOSS FOR FERRAGAMO - FALL/WINTER 2012FERRAGAMO TIME

What a year this has been!  From Lady Gaga, to The Duke Mansion, to Angelina (everywhere), to the Signorinas, to the Louvre -Ferragamo in on FIRE!   Just when we thought our campaign couldn't be any more beautiful, enter Kate Moss.   Giselle was sexy and gorgeous in the Spring 2012 campaign - but Kate Moss IS fashion!   Having started her career with the pack of original Supermodels like Claudia, Naomi, and Cindy - Kate Moss has gone on to be the most prolific fashion model of our time.   BLACK CALFSKIN RUNWAY BOOT - F037-526-953-$1,390.00Men love to look at Giselle, but WOMEN look to Kate Moss as a fashion icon.   The Fall 2012 Ferragamo campaign has it all - intrigue, romance, seduction, & the most sophisticated runway collection we have seen in at Ferragamo in a decade! The fabrics, the tailoring, the finishing, and the concept - all stellar!   Share the campaign images with everyone you can, because clients from all areas of interest will Fall.. In.. Love.   Not to be missed are those killer boots that Kate wears so well.   Offered in Suede & Calfskin at $1,390.00, & Embroidered Velvet at $1,550.00, these are ones to collect.  ** There is also a GLOBAL EXCLUSIVE in this style for the NY Boutique - BLUE PYTHON!!! **  Priced at $2,750.00, they will be gone as soon as they arrive -and for good reason.  More about these ultra-luxe boots when they slither in-store!   

Is August hot enough for you??