Ferragamo, the revered Italian luxury brand, is experiencing a notable shift under the guidance of Daniella Vitale, the CEO of Ferragamo Americas. With over three decades of experience in the retail and brand executive sector, Vitale’s career began at Salvatore Ferragamo itself, making her appointment as CEO Americas significant for both her personal achievements and as the first female CEO for the family-run company in the Americas market.
In an interview with FashionNetwork.com, Vitale shared her enthusiasm for joining Ferragamo and her eagerness to make a significant impact on the brand. She acknowledged the significance of having a female leader, especially for a company with a considerable number of female employees. Furthermore, Vitale underscored the growth potential within the women’s product category, which has shown promising sales growth under the guidance of Maximilian Davis.
While Ferragamo has traditionally focused on its men’s business, Vitale stressed the paramount importance of expanding the women’s business to drive overall brand growth. The brand has achieved this through strategic partnerships with renowned retailers such as Saks, Neiman Marcus, and Bergdorf Goodman. Nevertheless, Vitale emphasized the need to refocus on quality over quantity within the wholesale business.
Regarding the brand’s physical presence, Vitale discussed CEO Marco Gobbetti and Davis’ vision of reshaping and renovating existing Ferragamo stores. The company plans to invest in updating and innovating older stores that no longer align with the brand’s new image. Vitale cited the success of the experimental Greene Street store in New York City as an example, which offers a unique digital experience and has hosted special events in collaboration with design studio DE-YAN.
Vitale also mentioned the latest Ferragamo campaign, a harmonious blend of Davis’ contemporary vision and the brand’s Florentine heritage. She highlighted the importance of honoring the brand’s roots while presenting it in a fresh and modern way. This campaign, captured by Tyler Mitchell, will be the centerpiece of a new digital experience project at the Greene Street location during New York Fashion Week.
As CEO Americas, Vitale plays a pivotal role in driving business development, strategy, and brand positioning within the region. She recognizes the influence of the US market and the significance of effectively positioning Ferragamo as a brand. Vitale believes that the Ferragamo customer in the US is essential in leading the brand’s transformation and is drawn to fashion-forward products. The success of recent styles like the updated Wanda bag and the Hug bag further illustrates Ferragamo’s appeal to the fashion-conscious American consumer.
Overall, under the leadership of Daniella Vitale, Ferragamo is undergoing a rejuvenation and transformation. Through a focus on the women’s business, strategic partnerships, and innovative retail experiences, the brand is poised for growth not only in the American market but also beyond.
Useful links:
– Ferragamo Americas Official Website
– Ferragamo Official Website
