Salvatore Ferragamo, is based in Florence, Italy. It is one of the world’s leading fashion brands. Furruccio, president of the company and chairman of the board noted that ‘emerging markets represent important opportunities for luxury goods such as Salvatore Ferragamo’. Ferragamo and many other companies in the luxury industry face challenges as consumer habits change. Historically, the luxury shopper was brand loyal, now they are losing sales as many shoppers pursue the ‘next big thing’ via online retail channels. Ferragamo recently introduced a new shoe line called Ferragamo WORLD, that utilizes eco- friendly production process and the CEOFurruccio Ferragamo, vision and focus is to re- introduce the brand to emerging markets, with a combination of style, creativity and innovation with the brand’s quality. appeal in an effort to boost sales. The CEO has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for an emerging and lucrativemarket of your choice. What is an introduction, strategic plan, recommendations, SMART objectives, tagline for global campaign, company background for a detailed marketing program for Ferragamo? IMC model
Salvatore Ferragamo, is based in Florence, Italy. It is one of the world’s leading fashion brands. Furruccio, president of the company and chairman of the board noted that ‘emerging markets
represent important opportunities for luxury goods such as Salvatore Ferragamo’.
Ferragamo and many other companies in the luxury industry face challenges as consumer habits change. Historically, the luxury shopper was brand loyal, now they are losing sales as many shoppers pursue the ‘next big thing’ via online retail channels.
Ferragamo recently introduced a new shoe line called Ferragamo WORLD, that utilizes eco- friendly production process and the CEOFurruccio Ferragamo, vision and focus is to re- introduce the brand to emerging markets, with a combination of style, creativity and innovation with the brand’s quality. appeal in an effort to boost sales.
The CEO has contacted you as a team of international Marketing consultants to design a NEW global marketing program that is aligned with his new vision for the brand for an emerging and lucrativemarket of your choice.
What is an introduction, strategic plan, recommendations, SMART objectives, tagline for global campaign, company background for a detailed marketing program for Ferragamo?
IMC model
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