MILAN (Reuters) – Salvatore Ferragamo said on Thursday it had entered into a partnership with online luxury retailer Farfetch to expand its digital presence and target young consumers.
The Italian fashion house intends to use Farfetch’s platform for its e-commerce and seeks to engage with millennial (young adult) and Gen Z audiences globally.
“Ferragamo has a wonderful heritage of creativity and craftsmanship and I am extremely excited to bring it to a unique new audience around the world,” said José Neves, CEO of Farfetch.
“Ferragamo’s exceptional product and creativity, combined with our marketing capabilities and innovative digital experiences, will captivate this audience.”
Ferragamo, famous for its shoes worn by Hollywood stars such as Audrey Hepburn, has struggled to rejuvenate its image and attract young luxury buyers in recent years.
In its latest attempt at turnaround, Ferragamo has hired former Burberry chief executive Marco Gobbetti, who took over in January.
Marco Gobbetti has pledged to double Ferragamo’s turnover compared to last year to almost 2.3 billion euros in 2026, investing more in marketing and communication, renovating stores and improving the group’s technology and supply chain.
(Report Valentina Za; French version Elena Vardon, edited by Kate Entringer)
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