APRIL IN FASHION - FOCUS ON THE RUNWAY

OFF THE SHELVESVINCENT OTTOMANELLI & MASSIMILIANO GIORNETTI AT GEMMA IN THE BOWERY HOTEL

The Ferragamo runway collection has never been more in focus, in the press, and on shoppers radar.  A luxury brand that can span a century, while growing and increasing its global fame is rare.  For a brand of such stature to press the reset button - refocussing on Fashion, the DNA of the brand without losing it's well established clientele - is almost a miracle.  For the few that have achieved this, there are dozens of companies that lost the battle.   Own the fact that Ferragamo is the biggest fashion phenomenon of the decade!   Massimiliano Giornetti is making headlines with his runway collection season after season.  Head to toe luxury is the legacy and the latest creation at Ferragamo.

Massimiliano was generous enough to spend time with us during the Managers's Meeting conference in New York in March.  His insight into how he works,  and how he created the Spring collection was powerful and inspiring. 

The boutiques have never had a more relevant, varied collection of fashion items in stock in every category.  From Fine Jewelry to Shoes, from Scarves to Dresses - associates have limited edition luxury items to offer shoppers.   Unlike most other fashion brands, most Ferragamo runway styles are exclusive in your community at your boutique!   The ability to achieve greater RETENTION should be less of an effort, and more of a pleasure!  (Clienteling has been proven to create a much higher average CUSTOMER SPEND.  Studies show almost double the dollars spent on the second shopping visit. - Think of the potential!)  As Creative Director Giornetti is able to tell the whole story of the Ferragamo woman, giving us more options to WARDROBE our clients.   Creating full looks from category to category has never been easier.  While luxury clients aren't often loyal to just one brand, they do buy many complete looks from a small circle of brands.  If an associate hasn't had that experience, it is important to remember it is happening every day, all around usNICKI MINAJ AS WE HAVE NEVER SEEN HER - JEREMY SCOTT for ADIDAS TANK, SALVATORE FERRAGAMO LEATHER PANTS - ELLE MAGAZINE - APRIL 2013 .  When a client is looking at two pairs of shoes, two handbags, or two dresses- remember you can suggest BOTH.  That type of purchase also happens often with the ultra-luxe client.   I learned this lesson myself on the sales floor several years ago.   A woman asked my opinion on two lambskin bags in different colors.   I was explaining why each was special and I said "If you had to choose between them, I would..." - this chic woman stopped me and said with a smile " I don't have to choose, I'll take them both".  "Fantastic" I said with a bigger smile.   This same scenario will PYTHON KAMELIA BAG IN FOSSIL - $3,950.00happen in your store more and more in 2013 as increasingly affluent and fashionable shoppers visit our stores for their first time.

LEGACY OF LUXURY

We might need to add a permanent MUSIC section to the Ferragamo Feed!  Month after month,  diva after diva makes a statement in Salvatore Ferragamo.   In April, the one and only Nicki Minaj sizzles in Black Leather Ferragamo pants from Spring 2013.   These pants were not produced, but the image of Nicki in a Jeremy Scott for Adidas -barely there -tank top, and black leather  pants- will clearly have young ladies (and many young men) putting focus on Ferragamo!  BLACK LEATHER KAMELIA -$2,350.00 These are the type of editorial photos that can change the image WHITE KAMELIA LEATHER BAG - EDITORIAL ONLY - IN STORE IN BLACK - SHOWN WITH LANVIN BOOT - ELLE APRIL 2013of a brand - without saying a word.   This sexy shot can also introduce the RTW collection to a modern customer, just discovering designer fashion.   While the black leather pants are not in store, suggest the same pants in cotton that are sold in the U.S. - and much more practical at $990.00.  The black pant with burnished gold / bronze hardware is versatile - dressed down for day - dressed up for evening.  

The structure of the Kamelia is the perfect partner in STYLE for any black pant.   This burnished hardware is a great alternative to silver and gold, and also looks great in the Summer against tanned skin.   There is a definite Western vibe with the combination of braided leather trim and gun-metal hardware.  This runway bag is purchased for your stores in Black leather.   The sample was shot for Elle Magazine in cream - not available in stores.  WHITE LACE DRESS WITH LEATHER LINING - $6,100.00 Most shoppers will be happy to find the black bag in production.   **There is an ultra luxe Python option available in the neutral earth tone shade of FOSSIL at $3,950.00**    What would Nicki do?  Wear it as a fanny pack of course!

FERRAGAMO TIME

If it's April, it's Springtime.  If it's Springtime - it's DRESS TIME!  With warm weather around the corner or already here, ladies from coast to coast need to start planning THE dress they "NEED" to wear this Summer.  STUDDED SIENNA SANDAL - PYTHON STAMPED AYERS - $950.00 Be it on vacation, to that special occasion, or just as a powerful "go to" dress when a hot date pops up - finding the dress of the season means shopping early.   Start the conversation with all the fashionable ladies that enter your boutique.   Don't sell RTW?, have the conversation anyway.  Mention Ferragamo's fabulous runway options, and then help her plan what she is buying in your store or elsewhere.  This is a confidence builder for clients.  Confidence in your fashion knowledge, and confidence in your genuine interest in what she is wearing.   That is a win win for future transactions.

The Spring runway collection had several statement dresses offered at flirty, modern, above the knee length.   The white lace, asymmetric LEATHER LINED WITH TIMELESS DETAILS - THE UNDERSTATED-STATEMENT DRESS - #546-002-$4,500.00skirt, cap-sleeve dress is a work of art.   yards and yards of gathered lace create with one-of-a-kind creation.  Adding to the luxury of white lace, the ultimate  example of a Hidden luxury - a lambskin lining.  I don't need to point out - this is not done... EVER..  If a lambskin lining doesn't say ultra-luxe - what does?  There is a more commercial version available, but find the woman who will understand this treasure.  SPARTA SUEDE SANDAL - #542-683 -$675.00She is out there!   At $6,100.00, RUNWAY KNIT - A RUN AWAY HIT!!! - #546-019 $4,100.00this is a collectors piece.  White not her color?  Then we also have the deep neutral Moss (Khaki) cotton gabardine - again lined in leather.  Priced at $4,500.00, this dress has attitude - inside and out.  A commercial version is also available in cotton for $1,330.00.    Already in-store are the perfect sandal options to all the dresses on runways this Spring.   Sienna in Ayers stamped Python has the bite - this chunky heeled ankle strap sandal makes a statement.  Gun-metal studs line the sole, making this sandal a great choice for so many dress and pant options this Summer.   Jeans, mini, and peasant skirts, Sienna will compliment them all.   The Ayers in this neutral desert shade of python pattern will pick up colors in most earth tone patterns - or of course with black.   **  a flat gladiator version complete with  studded ankle strap also available for $850.00** - a great option for the woman who will not do a high heel.   Both versions make EXCELLENT vacation shoes to pack.   When luggage space is limited, these styles will serve double duty and work in a variety of settings. 

A third dress from the runway has already been in the press.  The lace knit tank dress worn by Demi Moore in West Hollywood in January was all over the tabloid blogosphere.   While this looks like a simple black dress, it is pure luxury.  The detailed process of the knit fabrication combined with the leather trimmed details and sexy darts andSPARTA SANDAL - PERFECT FOR THE BEACH OR SUMMER IN THE CITY - #542-521 -$895.00 slits again make this one to collect!   This was amazing on the runway with over the knee boots, but all of these looks are fantastic with sandals.   Be it more detailed Roman gladiator look, or one with artisanal simplicity, Ferragamo has the sandals for those freshly manicured toes of Spring!  It's time, ladies are picking a new Spring color for toes as you read this.   Have a pair of Sparta Sandals ready when she visits your boutique!  Are your toes ready for their close up?