Page 25 - BWConfidential19_2

“ [In the US], we are growing, although frankly, not as much as I expected. The value of our business in the US is still very small. Expansion in the US is a priority and we need to invest and stimulate sales ” Ferragamo Parfums ceo Luciano Bertinelli s The Tuscan Soul line furnished the brand with an entry into the hotel and airline business Being present only in the fragrance category has its How has the Tuscan Soul franchise evolved? limits, especially in Asia. Do you plan to enter other The original unisex Tuscan Soul line has been fundamental for beauty categories, such as skincare or make-up? entering the hotel and airline business. We have just renewed It is not part of our three-year plan. The board and president a worldwide agreement with Waldorf Astoria, which carries our Ferruccio Ferragamo are convinced that there is still a lot of amenity kits. Our Tuscan Soul kits are also given out to frst- potential for expansion in the fragrance category. This business class travelers on Alitalia, China Eastern, and Lan Chile. It has a represented 6.3% of total group sales in 2013. We intend huge impact on brand awareness. to develop further in the US, and will introduce the brand in Now we are focusing on the Tuscan Soul Quintessential France in January 2015. We also plan to expand in Germany to Collection, our luxury niche line of six eaux de toilette that make it one of our key countries. launched in November 2013. In September, we will launch a new collection called Tuscan Scent, which is composed of three Which franchises are driving growth? eaux de parfum. This new collection will target the Middle East Our pillars are Signorina for women and Acqua Essenziale for market in particular. men. This year we successfully rolled out Signorina Eleganza and Acqua Essenziale Blu. These lines together with Tuscan What about fragrances from the Ungaro brand? Soul have a high-end image and a top-positioning and are sold The business is concentrated in France, Italy, the Middle East exclusively in selected perfumeries and prestigious department and some Latin American countries. It is worth about 10% of stores; they are the soul of the brand. Our next women’s our sales. fragrance, Emozione, will also be important for the brand. It is dedicated to a more mature woman compared to Signorina How can you operate in a market that is increasingly and will be in store in February 2015, and will be backed by dominated by multinationals? an ad campaign shot by Mert and Marcus and featuring model We are practically a single-brand company, but behind us we Malgosia Bela. In the US, it will be sold exclusively in one key have a prestigious fashion house that is listed on the Milan department store for the frst months of 2015 to underline the Stock Exchange and that is currently investing a lot of money importance of this market and the exclusivity of the launch. in advertising. As for the Incanto Young Collection, it is also performing very We have to be smart about the business. When I frst arrived well in specifc markets. The men’s fragrances represent about at the company in 2002, Ferragamo Parfums’ sales were €7m 31% of the business versus 65% for women and 4% for the and now they have grown to reach €80m, so we have made unisex Tuscan Soul. some progress. n September-October 2014 - N°19 - BW Confidential 25