Ferragamo CEO Lemmi on Trade War, Hong Kong Protests, Supply Chain

The video discusses the challenges faced by Salvatore Ferragamo, including the impact of the US-China trade war and Hong Kong protests on sales. The new CEO, with experience from Gucci, focuses on maintaining brand values and adapting strategies to changing consumer behaviors. Marketing efforts target millennials, and the company explores opportunities in mature markets while preparing for Brexit. Innovation in materials and digital transformation are also key focuses.

What major external factors are affecting Ferragamo's sales in the region?

• US-China trade war and Hong Kong protests

• Competition from other luxury brands

• Brexit and European market instability

• Rising production costs in Italy

What is a core value that Ferragamo aims to maintain despite the trade war?

• Reducing production costs

• Expanding into new markets

• Increasing online sales

• Keeping the supply chain based in Italy

How is Ferragamo adapting its marketing strategy?

• By focusing on digital advertising

• By launching new product lines

• By engaging with local customers

• By reducing marketing expenses

What is Ferragamo's approach to dealing with currency fluctuations?

• Establishing a hedging policy

• Relying on government interventions

• Ignoring them as they have minimal impact

• Increasing product prices

What is a key demographic Ferragamo is targeting for future growth?

• Generation X

• Baby boomers

• Retirees

• Millennials and Generation Z

How is Ferragamo preparing for a potential no-deal Brexit?

• By increasing prices in the UK

• By reducing UK operations

• By stockpiling raw materials

• By accelerating deliveries

What new department has Ferragamo created to enhance digital culture?

• Marketing and Sales

• Digital and Innovation

• Product Development

• Customer Service