Ferragamo Communication
SALVATORE FERRAGAMO
Salvatore Ferragamo
When Salvatore Ferragamo was nine years old, he made his first pair of shoes for his sisters to wear at their confirmation. He studied shoemaking in Naples, and shortly after he opened a store out of his parents' house. One of his brothers (he was the 11th of 14 children) worked in a cowboy boot factory in Boston, so Ferragamo followed him to work there in 1914, but he stayed there only briefly before he encouraged his brothers to move with him to California. There, he opened a repair shop where he also created made-to-measure shoes, which became popular among Hollywood celebrities. COMMUNICATION VIA…
…FREE CELEBRITY ENDORSEMENT His reputation among the celebrity elite allowed Ferragamo to expand into designing shoes for Hollywood films. He became the "Shoemaker of the Stars". Since that time, over the years the label has been using a tidal wave of celebrity endorsements, recommendations and product placement in movies like Sex and the City, which influence women all over the world. This strategy is one of the most powerful tools, as women tend to get influenced by celebrity styles easily and yearn for their lifestyle and possessions. We can often spot celebrities wearing Ferragamo shoes, handbags and apparel to red carpet events, parties, and other occasions, where there happens to be wide media coverage in the form of photographers for magazines and newspapers or television. While the label has accidentally gotten lucky with various celebrity endorsements, it also has unremittingly courted the celebrity stars and the fashion media to a phenomenal effect. We can also find a section on their website called “Red Carpet” where consumers can see the latest pictures of celebrities wearing the labels products with the product information.
…MUSEO SALVATORE FERRAGAMO Apart from the
Salvatore Ferragamo
When Salvatore Ferragamo was nine years old, he made his first pair of shoes for his sisters to wear at their confirmation. He studied shoemaking in Naples, and shortly after he opened a store out of his parents' house. One of his brothers (he was the 11th of 14 children) worked in a cowboy boot factory in Boston, so Ferragamo followed him to work there in 1914, but he stayed there only briefly before he encouraged his brothers to move with him to California. There, he opened a repair shop where he also created made-to-measure shoes, which became popular among Hollywood celebrities. COMMUNICATION VIA…
…FREE CELEBRITY ENDORSEMENT His reputation among the celebrity elite allowed Ferragamo to expand into designing shoes for Hollywood films. He became the "Shoemaker of the Stars". Since that time, over the years the label has been using a tidal wave of celebrity endorsements, recommendations and product placement in movies like Sex and the City, which influence women all over the world. This strategy is one of the most powerful tools, as women tend to get influenced by celebrity styles easily and yearn for their lifestyle and possessions. We can often spot celebrities wearing Ferragamo shoes, handbags and apparel to red carpet events, parties, and other occasions, where there happens to be wide media coverage in the form of photographers for magazines and newspapers or television. While the label has accidentally gotten lucky with various celebrity endorsements, it also has unremittingly courted the celebrity stars and the fashion media to a phenomenal effect. We can also find a section on their website called “Red Carpet” where consumers can see the latest pictures of celebrities wearing the labels products with the product information.
…MUSEO SALVATORE FERRAGAMO Apart from the