Support from celebrities and influencers
Salvatore Ferragamo has collaborated with celebrities and influencers to promote its products globally. It is worth noting that this marketing strategy has been very effective in increasing both the visibility and prestige of the brand. Also, let's see what the brand does to make these tactics work:
To present its products, Salvatore Ferragamo selects celebrities who are in tune with the aesthetics, values and lifestyle of the products.
Celebrities are usually musicians, actors, athletes or models. In addition to having a good profile, they have a large number of followers on their social networks and influence consumer behavior.
Just as important as celebrity endorsements are for the brand, so are partnerships with influencers. In relation to that, the fashion house seeks collaboration with popular personalities on social media. Influencers who have a large number of followers and influence the public's decision-making.
Currently, this brand engages with micro-influencers who have between 10,000 and 100,000 followers. It also engages with macro-influencers who have over 100,000 followers. Additionally, it is important to partner with influencers in fashion niches and who resonate with the target demographic.
Both partnerships are strategic and contribute to brand awareness to boost sales and position its image as an exclusive luxury brand.
How does fashion house Salvatore Ferragamo apply experiential marketing?
Experiential marketing is a marketing list of turkey consumer email strategy used by Salvatore Ferragamo to connect with its customers through memories and emotions. For this reason, its boutiques exude elegance and sophistication, making the atmosphere match the brand's luxury positioning.
Similarly, to achieve lasting impressions that lead to brand loyalty , Salvatore Ferragamo has put experiential marketing to work in the following way:
Blucactus-digital marketing-model on a catwalk
Pop-up stores: Stores like these are set up by Salvatore Ferragamo in areas with high foot traffic, such as large warehouses, airports, etc. These spaces showcase their latest collections and allow their customers to interact with their products first-hand.
Social media campaigns: For this brand, the use of social media is essential to maintain interest and connection with its customers. That is why it interacts through different digital channels to share the details that make its operation possible. It also informs through live updates and with content generated by users through experiential marketing.
Virtual reality technology: In order to reach a young audience, the brand has incorporated this technology into its marketing strategy. In this way, customers can explore the world of Salvatore Ferragamo virtually, transporting them to different times or destinations. This provides an innovative approach so that customers can discover what lies behind the brand with greater appeal.
Sponsorship and collaborations: This fashion brand frequently collaborates and sponsors museums and galleries that exhibit or give talks related to the culture and history of Italian fashion. Actions such as these have helped raise awareness of the brand and provide Salvatore Ferragamo with leadership in the art and culture sphere.
Artisanal workshops: Salvatore Ferragamo often organizes basic classes and workshops. In these, customers can acquire knowledge of the art related to the manufacture of its exclusive products. Thus, participants can learn about the techniques used by artisans and the care taken when making each piece. In this way, the aim is to increase customer appreciation for creating memorable and lasting moments.
What are Salvatore Ferragamo's special collections and advertising campaigns?
As we have already mentioned, Salvatore Ferramo often launches limited edition collections, as well as special collections in collaboration with prestigious designers , artists and cultural centres. Among the exclusive offers that have generated a need in customers and have been relevant to their marketing strategy, the “Sustainable Thinking” Capsule Collection is worth mentioning.
Presented in 2020, this is a collection where ecological materials such as recycled plastic and cotton were the protagonists. The aim of this collection was to promote environmentally friendly practices within the fashion industry. All without losing its elegance and exclusivity. As a result, the presentation of the collection was celebrated alongside important celebrities and with press coverage.
As for Salvatore Ferragamo’s advertising campaigns , “The Story of a Man ” was a highly emotional campaign that emphasized the durability of the brand’s men’s footwear. This short film was directed by filmmaker Luca Fonitti. The story was inspired by a man’s journey through various stages of his life, while wearing the brand’s footwear. This also conveyed a message related to personal growth. The target audience was effectively reached, while maintaining the brand’s values and exclusivity.
How does Salvatore Ferragamo's marketing mix work?
The marketing mix is made up of the 4Ps (product, price, place and promotion), and has been the basis for Salvatore Ferragamo's strategy . In fact, it has served as a guide when promoting the brand's luxury offerings to an exclusive and demanding audience.
