Italian entrepreneurs believe the strength of the brand is key for success and the investments are channeled in keeping it fresh and new, rather than focusing on its history and tradition.
Launching June 26, the Chinese fashion blogger’s mini program shop is one of the first to do brand-approved luxury products.
“In Los Angeles, everyone was just wearing rolled down Uggs with mini skirts and Abercrombie sweatshirts,” Blake Lively said. “But if I had Tod’s loafers I would officially be a super-chic New Yorker.”
“It probably goes back to the control issues.”
Called Tod’s Factory, it eyes a younger customer and involves dropping capsules and limited-edition collections every month.
This would be the latest change at the Italian luxury group, while chief Diego Della Valle sells his investment in a high-speed train.
The campaign was photographed in Malibu by Mikael Jansson and will break in March.