audrey hepburn salvatore ferragamo, Vince Ferragamo Archives – Newport Dunes
September 4, 2016
Luciano Bertinelli, CEO At Ferragamo Parfums
Euromonitor Worldwide is happy to present an interview with Luciano Bertinelli, the CEO at Ferragamo Parfums, a part of the audrey hepburn salvatore ferragamo luxury specialist firm Salvatore Ferragamo S.p.A, based in Italy. The CEO discusses prevailing issues in fragrances, together with the energy of the area of interest section and the want for personalised gives, as properly because the rise of stand-alone stores amongst magnificence gamers, topics of interest to industry observers and fragrance gamers, because the aggressive landscape bears better resemblance to a battleground for market share and too few consumers, usually finicky on scent.
Area of interest perfumeries have been on the rise lately, doubtlessly even eroding a number of the market share from international prestige brands resembling Salvatore Ferragamo. Can international fragrance manufacturers compete with the area of interest section with unique collections
The niche perfumeries have undergone an necessary and attention-grabbing development and development over the past years, turning into nearly a development. We don’t consider them a competitor but a chance for haut de gamme products and exclusive collections, like our Tuscan Soul and Tuscan Scent Quintessential Collections, that are only distributed in our Salvatore Ferragamo Boutiques and selected top malls.
Do you believe fragrance personalisation is the new method ahead within the trade to compete in a saturated market
I feel that fragrance personalisation, in terms of creating an individual scent, could be a further solution to compete in a saturated market. Actually, nowadays shoppers increasingly recognize and search exclusive, distinctive and made to measure products. Having stated that, I suppose that the eventual benefits in terms of additional gross sales wouldn’t be compensated sufficient audrey hepburn salvatore ferragamo by the complicated enterprise model this tool would require. Quite the opposite, I consider personalisation associated to modern aesthetic elements of the flacon and packaging a robust method to differentiate a fragrance in a saturated market. Additionally to leverage on market opportunities like local festivities helps to stand out. On the occasion of the Salvatore Ferragamo’s twentieth Anniversary Celebration in China, for instance, we launched a limited edition of Signorina Eau de Parfum, completely out there in our boutiques in China.
Intellectual property safety is lacking in fragrances. Do you suppose this could profit the industry if it was implemented How
To repeat a perfume is very tough as it’s a multifaceted olfactive creation with a long technique of development and technical and chemical know-how. In fact the industry may have some benefits from intellectual property protection, since every perfume can be actually unique. In follow, managing the complete course of linked to it could be very complicated and would have more prices than benefits.
Some world brands corresponding to Burberry and Christian Dior now operate their very own stand-alone stores merging their vogue business too. Do you imagine this gives a aggressive benefit within the retail environment
It may be an extraordinary aggressive advantage from an image viewpoint and a terrific opportunity to attract totally different prospects who are usually not only all in favour of fragrances. This is an important strategic resolution to take, considering also the excessive investment of stand-alone shops. We at Salvatore Ferragamo have started to work in this route with dedicated brand counters in prime department shops, becoming a member of three product categories: fragrances, eyewear and timepieces. For now we opened the first ones in China and Italy and are contemplating to expand this business model to different countries. That is a first step in that path with a restricted investment to raised evaluate the real business alternative.
Online retailing in the beauty trade is develop into well-liked with customers. Fragrances, nonetheless, typically rely on the consumer smelling the product earlier than making a purchase order determination. Do you see on-line activity turning into a major supply of sales in fragrances, particularly given the more digitally-engaged youthful shoppers
Compared to other style accessories or magnificence merchandise, the primary fragrance purchase typically relies on the consumer smelling the product. I think that greater than another product you employ or wear, a perfume expresses and underlines your personality and therefore the selection is an individual one. After all consumers method a fragrance due to the model, the appealing communication and facet, but in the end they buy it because they like the smell. Online procuring turns into a serious supply of gross sales when it come to the re-purchase of fragrances.
What are the emerging challenges in today’s fragrances market
In a very competitive situation, distribution and visibility are our predominant challenge, for each off and online channels. Today, consumers are frequent travellers and buying is not solely home. Therefore it is vital to achieve not only an area but international coherent visibility and bear in mind of high and low travel intervals.
As for Salvatore Ferragamo, any new launches in the pipeline, or maybe current launches (such as Signorina Collection or Tuscan Scent) that you desire to to debate Why do they stand out in the market
The worldwide rollout of Signorina Misteriosa simply began. It enlarges the Signorina franchise. Signorina is our most iconic product enjoying main success thanks also to the standard and sturdy link to the Salvatore Ferragamo Maison. Within the second part of the 12 months we’ll launch a new men’s line deeply linked to the DNA of our brand.