BOLOGNA — Italian fashion house Salvatore Ferragamo is looking to widen its consumer base with its new signature women’s fragrance, Attimo, meaning “a moment.” And the goals are twofold: to raise awareness — and customers — for the Ferragamo name, and to enlarge the reach and distribution of the company’s fragrance arm.
The family-owned fashion house, which reported group net revenues in 2009 of 620 million euros, or about $759 million, is upping its game with Attimo, reflecting the Italian company’s strategic growth plans through a new consumer demographic. Whereas the company’s Incanto fragrance story was aimed at a young consumer in her 20s, and predominantly the Asian market, Attimo will be pitched at a hipper, more contemporary fashion customer ranging in age from 25 to 45 — with an emphasis on the lower end of the range.
“We are looking to get in touch with the younger crowd with this fragrance,” said Michele Norsa, chief executive officer of Ferragamo Parfums, at a party for the fragrance in New York, noting that the face of the scent, Dree Hemingway, was chosen for her “sweet, naturalqualities — she epitomizes the spirit of the fragrance.”
Unlike Incanto, Attimo will have more premium pricing. “Our benchmarks are Hermès and Bulgari in terms of positioning and pricing,” said Luciano Bertinelli, ceo of Ferragamo Parfums.
“The vehicle of fragrance is more powerful than what you can do in the fashion world.…It’s a way to spread the name around,” said Ferruccio Ferragamo, chairman of Salvatore Ferragamo, underlining the strength of fragrance in magnifying visibility for the house.
And spreading the word is exactly what Parfums Ferragamo, the brand’s fragrance division, is doing. Established in 2000 following the dissolution of a joint feature with Bulgari, the fragrance arm currently accounts for about 7 percent of Ferragamo SpA’s turnover, recording total wholesale sales of 55 million euros, or around $67 million in 2009. “Our dream is to reach a 10 percent share of the company, and we have the potential to reach this,” said Bertinelli. “This fragrance must live for the next five years, and I want it to grow every year.”
Attimo is slated for a preview at Bloomingdale’s in the U.S. from July until September, and is expected to reach 125 doors in the U.S., including the brand’s boutiques. Globally, Attimo is expected to reach 12,000 doors in 60 countries within six months. Bertinelli noted that key markets for the brand initially will include the U.S., Italy and Russia, with Brazil and Mexico also representing good sales opportunities. According to industry sources, the sales target for Attimo is expected to represent 15 to 17 percent of the total turnover of Ferragamo’s 2009fragrance business — from 8.25 million euros, or $10 million, based on 2009 wholesale figures — by the end of 2010.
Attimo, created by Jean-Pierre Bethouart and Annick Ménardo of Firmenich, has top notes of nashi pear, kumquat and lotus flower with a heart of gardenia, frangipani and peony and is rounded out by base notes of soft musk, cedarwood and patchouli. The scent’s curvy, transparent flacon is embellished by gold strips featuring the Attimo name in Ferragamo red and was created by artist Sylvie de France. The eau de toilette will be available in three sizes: a 30-ml. bottle priced at $58, a 50-ml. version for $75 and a 100-ml. size for $110. A $44 body lotion will be offered, as will a bath-and-shower gel for $40.
The fragrance’s print ad shows Hemingway, the great-granddaughter of Ernest Hemingway and daughter of Mariel Hemingway. Photographer Craig McDean shot a seductive-looking Hemingway lounging on a bed in a pair of the brand’s signature red stilettos, unwrapping a gift box containing the scent. The story will be played out in a TV spot. At the time of press, Italy was confirmed in the media plan. The campaign will also be broadcast in some Latin-American countries and in Singapore and Korea via cable networks. According to Bertinelli, a men’s version of Attimo is in the pipeline for 2011, while 2012 is slated for a new addition to the Incanto fragrance collection.
For her part, Hemingway is a longtime Ferragamo fan: “I bought my first pair of vintage silver oxford Ferragamos at a vintage store in L.A.,” she recalled at the New York launch party. “They were a size 7 and I wear a size 9, but I bought them anyway. They were that beautiful!”
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye