MAY 2013 - L'ICONA LAUNCH - AN ICON REBORN

ACTRESS OLIVIA PALERMO IN PARIS- ONE OF 21 IT GIRLS FEATURED IN THE L'ICONA VARA/VARINA CUSTOM RE-LAUNCHFERRAGAMO TIME

May 1st is cause to celebrate in 2013!  On this day the launch of L'Icona - the customized Vara / Varina program that will take the social media world by storm, a project that was several years in the making, comes to fruition.  This on-line tool to create and purchase unique shoes on the web is the most JUST A FEW OF THE BEAUTIFUL SOCIALITES AND MODELS -OUR VARA GIRLS!modern product launch EVER, for any major fashion house.  A dynamic campaign that will release new images and information daily - 21 Girls in 21 Days.   A select crowd of socialites, mediaL'ICONA WEBSITE - DETAIL OF EACH VARA GIRL AND HER VARA CHOICE - HERE LILLY ALDRIDGE darlings, and taste makers share their customized Vara and Varina shoes with the world -as they dance across the globe.   Months and months of shooting the visually stunning project, with photos and video from Paris to Palm beach has really paid off.   No fashion customer has EVER seen anything like it.   Targeting a generation that has grown up shopping on websites like Gilt, Zappos, and department store sites, L'Icona's dedicated website at www.icona.ferragamo.com - takes e-commerce to another level.   A luxurious experience that will start a conversation among her friends, and drive them into the boutique to shop other L'ICONA VARA SHOES - DESTINED TO BECOME A COLLECTIBLEstyles.   All orders are handled completely online.  The customized Vara is $550.00, an increase of just $100.00 for a completely personalized shoe.  Regardless of price, a program with this many options does not exist elsewhere in the industry.

Major fashion publications have confirmed their support via editorial coverage.   Email blasts to millions of fashion shoppers are staged throughout the month.   Get familiar with the site, so you can answer questions that clients will have.   This is your opportunity to clientele and capture a new audience who are just beginning to discover the luxury of wearing such exclusive pieces.   Make an impression that brings her back again and again.

The Ferragamo Vara shoe is one of the most iconic fashion references in the world.  Salvatore Ferragamo's hard work and creativity made him a legend.  His avant-garde shoe designs became a "must have" for the rich and famous Hollywood starlets of 1930's Hollywood.   A true visionary, creating the stiletto heel for Marilyn Monroe, the Opanke slipper for Audrey Hepburn, and the platform rainbow wedge for Judy Garland are just three examples of an archive that is unrivalled.   It is a true example of the irony of fate and a benefit of having decades of creating luxury leather goods, that one of the most iconic shoes the house is known for would be the practical Vara.  Designed by his eldest daughter and design partner, Fiamma, the Vara was the answer to the fashion scene 35 years ago.  Fitted, cropped pants were the rage, along with tulip skirts and knit tops - both so flattered by the square heel and mid hight of the Vara pump.  Almost instantly - it was a commercial and critical success.  (Ironically, today many of the same silhouettes are all the rage).  With over 600 stores globally, it is easy to say that Ferragamo is one of the most well known luxury fashion houses in the world.      Are you ready to dress the next generation of fashion shoppers?  Now is the moment to get excited!

OFF THE CHARTS!  -  Another week, RITA ORA IN CHANEL HAUTE COUTURE - WOMEN IN MUSIC ISSUEanother red hot celebrity dressed in Ferragamo.  How would you like to see the hottest Ferragamo style? Worn by a Hollywood starlet, a Red Hot Recording artist, or a stunning fashion model?  Once again this month you can takeRITA ORA- AS SMOOTH AS SUEDE IN HER FERRAGAMO BOOTS IN LAS VEGAS -$2,200.00 -#540-510 your pick.  First, let's talk about the hottest woman in music.   No, I don't mean Gaga or Beyonce, easy to confuse as they have worn Ferragamo so well.  Rita Ora is the name on everyone's lips from the Baselworld fair in Switzerland- where she just performed at Calvin Klein's watch launch to the Coachella (co-chella) music festival in California where she was making a fashion statement.   This British Pop star is a Jay Z protege, and her album "How We Do" grabbed attention on both sides of the Atlantic last year.   Her next album due in the Fall is one of the most anticipated records of the year.   Cementing her place as a fashion VIP has just happened.   Ms. Ora graces the cover of Elle Magazine for their Women In Music Issue out now!    Rita was chosen to wear French couture on the streets of hometown London and is stunning.   The photo shoot theme was a Cinderella like transformation for the usually street-savvy Ora, who wears Chanel Couture on the cover.    ** TAKE NOTE **- Ora was photographed in Las Vegas one month ago wearing the Ferragamo Over-RITA ORA IN CALVIN KLEIN - BAZIL, SWITZERLANDthe-knee-suede boots that debuted at the Louvre museum in Paris and STILL continue to make press around the world -months later!   Even more powerful than an editorial shot, the paparazzi shot of Ora having fun in Ferragamo is priceless!!  Check out Rita OraVIKTOR & ROLF FLOWERBOMB FRAGRANCE on itunes the next time you listen to music - a great way to keep current with this new fashion icon.   *Keep talking about tall boots as they are in store for Spring and on trend for the Fall!*

On a side note:  Am I the only one that thinks this cover looks strikingly similar to Viktor & Rolf's iconic fragrance ad for FlowerBomb?  Joe Zee styled the cover, maybe he was paying an homage to the ad?.. it does  run right inside the same issue!  It's a little to close in my opinion.  Keep track of where you see images and influences - it helps to connect the dots.

Next we go further West from Las Vegas to the lap of luxury in Beverly Hills.   C Magazine features red hot actress Zoe Saldana in a covershoot that showcases this talent inZOE SALDANA IN A ROMANTIC C MAGAZINE SHOOT - FERRAGAMO LEATHER & LACE DRESS - $6,100.00 - #545-936 soft feminine dresses - notably - the white cotton lace / leather cap sleeve dress from Spring runway.   Saldana is about as high profile as can be, reprising her role in the latest Star Trek blockbuster this Spring, and then playing Blues / Jazz singing Legend Billie Holiday later this Summer that is sure to get critical attention! Luxuriously priced at $6,100.00 - this is not the dress for everyone, but it is a dress that every fashion client can appreciate - and dream of!   (A more commercial version is available for $1,100.00).

**The dress is a perfect conversation starter about wearing white this season - and how it will continue to be a trend into the Fall this year.**

LEGACY OF LUXURY

In the fashion world, Editorial pages are king.  Campaigns are prestigious and beautiful, but the strength of a brands fashion relevence boils down to one thing.  Does the brand get great editorial?  That's the true sign that fashion editors approve of the designers vision, HARPER'S BAZAAR CELEBRATES SUMMER - MAY 2013- LEATHER & COTTON TUNIC - $2,300.00-13S-391 -COTTON SKIRT - $990.00 - 13S-931and plan to utilize the brand in the future.   There are many fashion houses that spend millions on advertising, but when you flip to the back of the magazine - the don't exist.   For a designer to make it into the small circle of usual suspects in the major glossy mags like Elle, Harper's Bazaar, & Vogue - means they have arrived.   In the May issue of Harper's Bazaar, Ferragamo is given a full page feature in the main editorial - SUMMER IS HERE - celebrating the season with the hottest trend - Black & White.  Hermes, Armani, Ferragamo, Chloe, & Marc Jacobs create a black and white dream of yin yang chic looks.  A black leather & cotton laced Ferragamo tunic is a luxury investment piece priced at $2,300.00.   *This tunic is very versatile - worn back to black or white cigarette pants, a black & white tweed skirt in the Fall, or LA style over a knit dress.*    The look is shown with the fashion skirt of the Ferragamo Spring runway collection.   Massimiliano was inspired by the Trench Coat and gave a classic cotton skirt an asymmetric yet wearable homage to the trench in this sexy skirt.  

A true luxury experience is one that is unique to a client.   Make a plan to engage one chic women who has great potential.   Invite her to see items that have just arrived, or haven't arrived yet with photos and sketches.   Find a way to let her know this is not for the public.  **You would be surprised how a coffee or tea invitation can make an impression - in a world where people are over stimulated and under appreciated** Never underestimate the power of exclusivity that you hold working with Ferragamo.   As Ferragamo has garnered more and more prestige during the last 3 years, your ability to attract A level clients has also reached a new pinnacle!  Show her the latest editorial looks and celebrity shots.  Talk about why the look does or doesn't work for her and make suggestions that do.  Create a new fashion icon in your community.   Get her dressed in Ferragamo, and watch a whole social circle covet her look - bringing them to your boutique.   They won't find it at Saks or Neimans!