NOVEMBER 2013 - COMING FULL CIRCLE IN LOS ANGELES

The Wallis Annenberg Center for the Performing Arts (The Wallis)- Beverly HillsFERRAGAMO TIME

The folklore of Hollywood and the alluring magnetism of Los Angeles has captivated those with an adventurous spirit for over one hundred years.   A young Salvatore Ferragamo would come to know Los Angeles like many Italian immigrants - as a local. DEMI MOORE IN CUSTOM SALVATORE FERRAGAMO WITH JAMES FERRAGAMO - WALLIS ANNENBERG INAUGURAL GALA - BEVERLY HILLS First with several siblings in Santa Barbara, and eventually in Los Angeles in his Hollywood Boot Shop, Ferragamo had found his second home. Unlike most, Ferragamo would create an empire.  At the start of what would become one of the biggest fashion houses in the world, was a desire to make a better life for his family.  A beautiful life - one pair of shoes at a time.  In an era when handmade was quickly falling out of reach of most, Salvatore dazzled the rich and famous that were the new royalty of thisSALVATORE FERRAGAMO AYERS AND CALFSKIN WEDGE - HOLLYWOOD COLLECTION land of palm trees, sunshine, and all that glittered in this new kingdom called "Tinsel Town".   

In the 1920's, Countless hopefuls of fame and fortune would send letters home to points across the world.   By 1933, Beverly Hills would unveil an "Italiante" style post office that would serve as a Mecca to these hopefuls, many that would become the most famous marquee names in the world.  It's poetic to think of all the hopes and dreams that passed through this building.  Letters sent to parents, siblings, and sweethearts back home, just as Salvatore would have done to Bonita, Italy.

CHARLIZE THERON & WALLIS ANNENBERG WEARING SALVATORE FERRAGAMO It is incredible to think that almost 100 years later, the house of Salvatore Ferragamo would be sponsoring a cultural and philanthropic event, a decade in the making, at this historic location on Santa Monica Boulevard.  On October 19th, The Wallis Anneberg Cultural Center held its inaugural gala - and Hollywood attended!  With Ferragamo family members and executives in attendance, the legacy that started so long ago with one man's dream of creating beautiful shoes, came full circle with creative director Massimiliano Giornetti creating gowns, accessories, and shoes, specifically for the event.    Marquee stars and style icons such as Charlize Theron, Demi Moore, and Amy Adams were dazzling from head to toe. KAROLINA KURKOVA, MASSIMILIANO GIORNETTE, CAMMILLA BELLE, AND FREIDA PINTO - ALL IN SALVATORE FERRAGAMO

Wallis Annenberg is a unique philanthropist to say the least.   Having donated over 4 billion dollars to charity through her foundations and hundreds of grants, Ms. Annenberg is easily one of the most charitable people that ever lived.THE SALVATORE FERRAGAMO POP-UP STORE AT THE ANNENBERG CENTER   Ms. Annenberg is carrying on a family tradition started by her late father -Walter Annenberg, the former ambassador of the United States to England.   Mr. Annenberg built a publishing empire and ultimately, a vast fortune.  Mr. Annenberg created the TV Guide and Seventeen magazine, as well as many other publications and periodicals.  He would donate over two billion dollars to charitable causes in his lifetime.  Wallis has taken this spirit of charitable giving to a new level.

How fitting that a brand as sophisticated and philanthropic as Salvatore Ferragamo was chosen to represent the center on this very special evening that will serve as night of legend for years to come.  A full scale fashion show of the Spring 2014 runway collection for the roughly one thousand guests is another first for Salvatore Ferragamo and for an Italian fashion house.   Like the Resort collection at the Louvre Museum last year and the Resort collection shown in the Dorris Duke mansion the year before, The debut of the Spring 2014 collection will not be forgotten! 

The special collection of accessories and shoes remains in a pop-up store at the Annenberg Center through the month of November.  The new complex has the restored beauty of the original post office, as well as a 500 seat state of the art theater.   A unique website dedicated to this very special occasion is found at :  www.Hollywood.Ferragamo.com  Any client that owns a smartphone or lapstop should hear about this!

LEGACY OF LUXURY

SALVATORE FERRAGAMO RUNWAY ALLIGATOR HOBO & MULBERRY ALLIGATOR SATCHEL - ELLE MAGAZINE OCTOBER 2013With Stock Markets around the world reaching new highs, it's no surprise that luxury items are front and center in most fashion publications.    Few collections have the resources to produce ultra-luxe items, and fewer still stock them in boutiques.  The House of Ferragamo is one of the few.  With beautifully designed boutiques, a gigantic assortment across all categories, and a creative director with his finger on the pulse of future trends and historical legacy - Salvatore Ferragamo is destination luxury!    

Two key looks for Fall are featured in full page editorials this month.   Elle Magazine's focus on exotic skins has Ferragamo's Alligator Hobo from Fall runway stealing the spotlight.    We've focussed on the luxury of white leather in the past and white alligator is the ultra-luxe of leathers for sure.  Of course the beauty of this house is that the same silhouette will be available at a much more SALVATORA FERRAGAMO HAND BEADED SKIRT - TOWN & COUNTRY MAGAZINEapproachable price point in all boutiques.   Alligator bags make headlines and build prestige, while lamb and calfskin are what sells day in and day out.  Having said that, don't hesitate to show the highest price point item you have in any category.   Shoppers visiting us from around the world can expect price points that soar.   With many designer handbags retailing above $10K, Shoes above $2k, and clothing - with no limits, any shoppers browsing Salvatore Ferragamo will be impressed with the quality, the country of origin, and the value of these special items.  Another super chic example is the hand beaded black skirt from Fall runway featured in Town & Country Magazine.  At $4,800.00, it could be just the unique piece a luxury shopper is looking for.  Where will she wear it?  It that ever the point with luxury fashion?  Not on your life.  Don't be afraid to lead with Luxury!

OFF THE SHELVES

Designer Reed Krakoff became a very rich man by inventing the concept of "affordable luxury" when he turned sleepy American brand COACH into the hottest handbag under $1,000.00.  COACH was REED KRAKOFF WITH HIS "LUXURY COLLECTION" IN ELLE DECORa 60's and 70's staple for fashionable women with easy, carefree style.   Unfortunately, the formula that made Mr. Krakoff so successful at COACH was by pumping up the profit margin by moving production to China.   From 1996 on, the brand exploded.  It led the industry for the price point for years.   However, as Tory Burch and later Michael Kors entered this lower priced "designer" market  with celebrity statusREED KRAKOFF SIGNATURE SATCHEL and cheaper handbags and shoes that were younger and more modern than Coach, the brand stagnated.

Rumor has it that Reed Krakoff was pushed out of his post of Creative Director.  A complicated situation because COACH was also backing the namesake label Mr. Krakoff created - REED KRAKOFF.  The brand has hardly become the symbol of American Luxury as he so humbly predicted when he launched the colleciton in 2010.  Ironically, it could be the best thing that ever happened to Reed Krakoff the label, as now the designer is not responsible for the look and feel of a mass marketed mid-range brand.   The challenge remains however for Mr. Krakoff to give shoppers a reason to buy his namesake bags, shoes, and clothes when all too often is has the look and feel of pumped up COACH items - at double the price.   I cannot tell you where Reed Krakoff items are made - because that information is not easily attained by shopping the website or his boutiques.  The company will tell you the leathers are from Europe.   Krakoff is in for the long haul, having aggressively recruited executives from CHANEL and DIOR to work in his corporate offices and boutiques.   But luxury starts from how and where an item is made, not just with a well dressed boutique staff.   Luxury is luxury - start to finish.