CRUISE INTO SPRING - SELLING A LIFESTYLE!

OFF THE SHELVES - OFF THE CHARTS! ETERNALLY YOUTHFUL SHARON STONE ENJOYS A WARM WINTER DAY IN SUNNY CALIFORNIA WITH A SUEDE FERRAGAMO BAG FROM FALL RUNWAY

Welcome to Winter in 2013.  Crops freeze in Southern California, and the thermometer hits 60 in NYC.   As erratic weather becomes the norm selling "a moment" or "a look" is more important than ever.   Women that love fashion create an ensemble based on emotion and passion.   Forget selling coats only WHEN, or IF it gets cold.   You need to be such a fantastic fashion expert that you can sell a fur coat in the Summer!   It's legend in the fashion world that more fur coats are sold in Texas than anywhere in the Country.   Ladies of the Lone-Star State famously keep furs in refrigerated storage facilities most of the year, for the chance to wear them once or twice when the weather dips below 50 - brrrrr!   Point being, make it your goal to INSPIRE your clients with a passion and KNOWLEDGE about a) what the trends are, b) what is classic chic, and more importantly c) what LIFESTYLE she leads.  Today at Ferragamo, the sky is the limit.  Within your network of gorgeous boutiques you have access to some of the most exclusive, hand crafted fashion in the world!   Make it a goal in 2013 to take full advantage of all the tools at your fingertips.  

Ferragamo is one of those rare brands where you can give her office, evening, and weekend looks - head-to-toe.  Try that at Balenciaga, Chanel, or even Dior!  Throw a Lady Dior bag in the car once - and you'll never find your keys again.   Sounds trivial, but it's those little details that make or break many fashion sales.  Not to say a bag without a zipper closure isn't fantastic - but you must know your customer.  

Resort gave us glamour at the Louvre, and Spring is Luxury in everyday life.  For all the abundance of detail in Resort, there is a minimal beauty in Spring.   The two collections are made to mix, creating an endless combination of Chic & Sharp Looks for Spring.   For every woman who will only wear sleek minimal looks, there is a woman who wants texture, curves, and sexy! 

LEGACY OF LUXURY -the Formula of High Fashion

Step 1 - FERRAGAMO SPRING RUNWAY EXIT - 4 -A SUPPLE WHITE LEATHER TRENCH COAT Over the last 100 years, fashion designers evolved from intimate salons serving a select few rich and famous people to global empires with flagship stores in every major city around the world.  Along the way, the most successful were able to add category after category, offering more and more options for dedicated clients.  Eventually, best customers were able to be dressed head-to-toe by her favorite designer.  Today there are a handful of luxury fashion brands that have it all.  True Lifestyle brands.     Runway showsSTEP 2) - CAMPAIGN - RAQUEL ZIMMERMANN IMMORTALIZES SPRING 13 - WHITE LEATHER TRENCH COAT, HOBO BAG, AND KNEE BOOT and Advertising campaigns are key to show "the look" of the season or the "statement" a designer is making this season.   A magical sequence of events happens each season when a brand is HOT -from runway to reality. 

1) RUNWAY - This is the only time when a fashion collection exists exactly as a designer envisions it.  Months and months of preparation and millions of dollars of budget all come down to these fifteen minutes.  

2) CAMPAIGN - The opportunity for a designer to immortalize the season's image in print.  With talented artists specializing in Hair, Makeup, & Photography the best campaign images combine art and commerce.

3) EDITORIAL - Fashion editors take note during the most HARPERS BAZAAR - FERBRUARY 2013 - THE $13,000.00 FERRAGAMO LEATHER TRENCH COAT - FRONT AND CENTER. THIS EDITORIAL CLEARLY INFLUENCED BY THE FERRAGAMO CAMPAIGN!influenctial runway shows of the season and start to plan the stories that will fill the pages of magazines for months to come.  The most relevant collections can even shape the entire story a magazine plans, causing editors to find bits and pieces from weaker collections to "fit in" to the story being told.   

4) CELEBRITY - Having a star wear your collection can be a priceless tool in promoting a designer.   The power of celebrity and dressing the right leading lady can be the difference between a trend setter and a bridge collection.GANCIO TOTE DETAIL - PYTHON & CALFSKIN

5) SALES - Merchandise arrives in boutiques with anticipation, with the most fashionable clients having scene, heard, and started to desire the latest collection.

** While it might be obvious, it is worth stating.   All of the steps mentioned are only achieved by the most elite of designer brands.** What do I mean?  Staging a professional runway show can bankrupt a small company.   Then there is the ad campaign.  This requires the investment of hiring all the talented professionals to create the look -Photographer,Model, Hair, Makeup, Fashion Stylist, Prop Stylist - don't forget the studio space itself!  Now you have a beautiful campaign (after the images are retouched by a photo editor), next all you need is MILLIONS of dollars to make sure people see the ads in fashion magazines!    The most beautiful campaign in the world won't have the impact it needs unless women see the ads. 

At this point, it becomes personal.  Personal connections with Public Relations executives and Editors.  Without aJADA PINKETT SMITH KNOWS FASHION - FERRAGAMO SUNGLASSES & COAT, GUCCI BLOUSE AND PANTS, PROENZA SCHULER BAG, & LOUBOUTIN HEELS IN SOHO top notch, professional public relations office - editorial does not happen.  Neither does the next phase - celebrity dressing.   Those paparazzi shots do not happen by magic.   Anytime you see a major fashion brand being worn by an A-List celebrity - that is the hard work of PR Professionals.   Last but not least - PRODUCTION & LOGISTICS.   Without talented artisans and state-of-the-art facilities that beautiful runway collection doesn't get made.   Then without a tremendous effort of coordination and logistics - the boutiques would still be empty.   It's hard to believe it all happens season after season like clockwork.    Knowing how many people have worked so hard to get these items into your beautiful boutique (store planning and visual - hello!) should inspire you.  I know it still gives me chills when I think of what it takes to make this magical industry work!     

FERRAGAMO TIME

As we begin 2013, the Salvatore Ferragamo starts a new year in a place of pride.  The legacy of Salvatore has never been more honored and respected by the fashion world than it is today.  As it was when Mr. Ferragamo created his unique vision of luxury FERRAGAMO, VALENTINO, CHANEL, FENDI, & HERMES WITH MAN'S BEST FRIEND - TOWN & COUNTRY MAGAZINEfootwear, Ferragamo is again known as a trend setting house of luxury fashion!

How proud also to see the cornerstone of our legacy -shoes - setting trends and exciting women around the world.   Page after page of magazine editorials tells the story.   Ferragamo shoes are ICONIC, and The Resort 12/13 and Spring 13 collection will be true collectibles.  Let's get excited this Winter!