Italian luxury brand Salvatore Ferragamo has released a complete collection of footwear for children, but as Michelle Norsa, CEO of the company noted in a recent interview, most of the collection is focused on girls. However, until now Salvatore Ferragamo has only produced capsule lines for children and was sold in only a few boutiques.
Items from the children's collection are smaller copies of the most famous Salvatore Ferragamo models, such as Varina ballet flats and Driver moccasins. Shoes will begin to be sold in brand boutiques around the world at the end of June.
The release of a children's collection and a collection of sneakers, which, according to the CEO of the company, show very good sales, are the steps that the brand management is taking to strengthen the brand's position in the fashion market this year. Last year's sales results for Salvatore Ferragamo were not brilliant. Sales of footwear, which account for about half of the Salvatore Ferragamo Group's turnover, increased 5,7% in current currency, but when adjusted for exchange rate fluctuations, they were down 1%.
At the same time, leather goods, whose sales account for about a third of the turnover, increased by 12% in the current currency and by 6,4% taking into account the exchange rate difference.