Ferragamo to reinforce its heritage and embrace digital storytelling
Italian brand Salvatore Ferragamo is the latest luxury company to report a decline in first-half sales with a 9% fall against the same period last year to €474 million.
During the second quarter, the company undertook “a comprehensive diagnostic of its brand positioning”.
It has already started implementing changes and said it is confident these will become increasingly effective by the end of this year and then even more so in 2026.
“With respect to our product offer, we are working on recognisable aesthetics, leveraging on our heritage symbols and codes. The focus will be on our core leather offering, shoes and leathergoods, enhancing desirability through craftsmanship and innovation,” said the company.
“Our goal is to deliver a global assortment, partially diversified by geography, ensuring a stronger alignment with our target clients. This will be achieved through a more punctual and efficient collection structure, featuring higher depth, fewer SKUs, and an optimised pricing architecture.”
The handbag offering will cover “all key functions and price points”.
A new communication strategy will include in-store events, collaborations and more frequent digital content.
