MILAN — Melding tradition, design and commercial clout, Ferragamo’s new footwear line, called My Ferragamo, wants to coddle existing clients and lure new young ones.

This story first appeared in the July 6, 2010 issue of WWD. Subscribe Today.

Intended as a further expansion of Ferragamo’s offerings, the line spans four different styles — a ballet flat with a practical shoe bag, a velvet slipper, a medium-height stack-heel pump and a suede boot. The heel of the last two styles takes its cue from the house’s historic Rainbow one made with two pieces, often in different colors.

“We’re pushing midheels because, while there is an ample offering for flats and high-heel shoes, it’s not that way for medium heights, a segment with huge potential,” said James Ferragamo, leather-product director of the house.

He added that so far Ferragamo’s retail channels, which include namesake stores and select sales points, have ordered 60,000 pairs of shoes, which will arrive in stores in September.

“We view this as a lively and contemporary project aimed at younger customers who will appreciate wearing the shoes day in, day out,” said Ferragamo.

Key elements are color, comfort and a lighter construction that stems from the fact the shoes are unlined. Characterizing Ferragamo traits are a resin plaque etched with the house’s signature and tonal or contrasting grosgrain piping.

The rainbow-inspired color palette includes fuchsia, red, emerald green, mustard yellow and volcano gray alongside traditional neutrals. Retail prices range from $275 to $350.

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