The appointment of Chiara Ferragni, an Italian model and influential fashion blogger, to the board of directors of the Italian fashion group Tod's, is an important step for the famous eponymous brand of moccasins and chic Roger Vivier shoes to win over a younger generation of consumers.
“Social commitment, solidarity with others, environmental sustainability and dialogue with the younger generation are becoming more and more important. On this basis, Tod's Group appoints Chiara Ferragni as a member of the Board of Directors, ”this announcement appeared on Tod's's LinkedIn page.
“I am delighted that Chiara Ferragni has joined our board of directors. Chiara's knowledge of the world of youth will certainly be extremely valuable, ”commented Diego Della Valle, President of Tod's Group.
According to BoF, the appointment of eminent board members has become a trend for companies in the fashion world seeking to enhance their cultural profile. So last year, Actress Emma Watson joined the board of directors of the luxury brand Gucci Kering Group, and tennis champion Serena Williams is on the board of directors of a large American fashion marketplace Poshmark.
Ferragni's Instagram blog has over 23 million subscribers, she is an influential figure in the youth environment and can bring her experience selling fashion clothes on social networks, experts say.
The Italian model also runs the popular fashion blog The Blonde Salad and has a successful track record of launching her own shoe collection.
At the same time, digital empowerment is an important strategic goal for Tod's as the group strives to get out of the downturn caused by the pandemic. In 2020, Tod's Group's revenue fell 30% to 637 million euros ($ 758 million).
The announcement of the appearance of the Italian model on the Tod's board of directors immediately reflected the growth of the group's shares on the stock exchange by 5,92%.