The Ferragamo brand undergoes a transformation

Driven by a very positive financial performance, the Italian brand Salvatore Ferragamo is adopting new strategies.

Eva Morletto

By Eva Morletto22 septembre 2022

Salvatore Ferragamo has changed its name to FERRAGAMO (Shutterstock)

The first decisive step was the announcement that the brand would change its name to FERRAGAMO and lose the founder's first name. Since this announcement, the decision has been divisive. The 6.6 million followers on the brand's official Instagram account are either enthusiastic or perplexed.

For some, the decision to shed part of the family name is a denial of the brand's historical heritage, while for others it is a positive development, modelled on the one that transformed Yves Saint Laurent into Saint Laurent. A vision that no longer simply corresponds to the aura of an exceptional designer, but suggests a 360° fashion and lifestyle universe. This change can also be seen in the typography of the logo, which loses the handwritten style and becomes more refined.

The arrival of new CEO Marco Gobbetti - previously head of Burberry - at the beginning of the year, and the dynamism of the new Afro-Caribbean creative director Maximilian Davis, have undoubtedly contributed to this. At just 25, Davis is considered one of the most talented designers of his generation and his appointment was seen as a strong signal to the industry.

Since then, the financial results have been very positive. The first half of 2022 ended with an increase in net profit of over +85% compared to the same period last year. And despite the unstable global economic situation, Ferragamo continues to develop its presence in e-commerce - by collaborating with the virtual platform Farfetch - and aims to further establish itself in international markets.

The Italian company, founded by bootmaker Salvatore Ferragamo in 1928 in Florence, now employs around 3,750 people.

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