Abstract
As with many other family businesses that collectively comprise Italy’s economic fabric, Salvatore Ferragamo began as a workshop that soon grew into a global player within its industry, all while maintaining a core spirit of familial entrepreneurship in the form of its organizational structure and identity. Today, the company operates in over 90 countries via its own 33 subsidiaries. The Salvatore Ferragamo Group has pursued a coherent corporate branding strategy over time. Its brand heritage serves as an intrinsic feature of its value proposition and brand positioning, having been cohesively maintained even amid brand extensions and internationalization. Leveraging this heritage, the company has evolved during its 88-year-long history from a single-product company to a multi-category company; from a product-oriented brand to a retail-oriented brand; and from a family business to a publicly owned global business.
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Notes
- 1.
In April 2016, Michele Norsa announced the will to exit the Ferragamo Group by the end of the year.
- 2.
In ancient Roman religion and myth, Vulcan was the god of metalworking and the forge. Vulcan was considered the manufacturer of art, arms, iron, and jewelry.
- 3.
The Salvatore Ferragamo Museum is one of the 48 associates of Museimpresa, the Italian association of corporate museums and archives. The association enumerates several categories—such as Food, Design, Fashion, Engines, Economy and Society, Research, and Innovation—of historical companies that have decided to invest in the development of their industrial heritage.
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Ostillio, M.C., Ghaddar, S. (2017). Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization. In: Jin, B., Cedrola, E. (eds) Fashion Branding and Communication. Palgrave Studies in Practice: Global Fashion Brand Management . Palgrave Pivot, New York. https://doi.org/10.1057/978-1-137-52343-3_3
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