Soccer team in a huddle

Ferragamo: How the Luxury Brand Grows Its Global Fanbase

January 7, 2015 by Stacy Ries 0

What do Audrey Hepburn and Angelina Jolie have in common? Like millions of women, a love of Italian shoes. Learn how Ferragamo and other SAP customers keep their customers coming back.

Luxury brands have an extremely loyal following. Add star power from a celebrity wearing a brand and the brand’s reach becomes exponentially more powerful. With this global fan base comes demand from the far reaches of the globe. As the McKinsey Report “The glittering power of cities for luxury growth” states, “The global economy is experiencing an unprecedented shift toward emerging-market cities.”

One example of a growing luxury goods maker is Salvatore Ferragamo. A rich tradition from the 1920s as shoemaker to the stars, Ferragamo is still a leading brand with celebrities and is made in Italy. In recent years, Ferragamo has seen increasing demand for its products. In Asia, the company opened new stores and experienced double-digit growth.

In order to maintain its brand and keep pace with demand, Ferragamo had to find a balance between quality and quantity. It was challenged to maintain the high quality its brand is known for and produce increasing large quantities of their products. At the core of its business is the quest for continuous improvement:

“We need to continue to surprise” and delight them, states Chairman Ferruccio Ferragamo. “The product is an instrument to doing business but the customer must have the desire to come back to us…after enjoying the shoes.”

Business IT matters had to be addressed to support its growth. The most important functionality was the capability to have complete insight into the merchandising solution – from better leather sourcing to informing sales associates of geographic availability for sizes and styles. This functionality is fundamental to better serving the customer.

To make this possible, Ferragamo needed to standardize on one platform across all regions. This is key to:

  • Achieve integration, which was lacking in the home-grown systems
  • Gain full control of processes
  • Capabilities for complete insight into the merchandising solution

Learn more about the tradition of Ferragamo, its outlook for the future and how the company uses the SAP HANA platform to simplify business processes:

Attending NRF’s Big Show at New York’s Javits Center, January 11-14?

Meet with Adidas, Luxottica, Ulta Beauty, and other SAP customers. Event information is available here.

This story originally appeared on SAP Business Trends.

Tags: , , , ,

Leave a Reply