Safilo signs deal with Chiara Ferragni as she enters eyewear
Chiara Ferragni is one of the biggest influencers globally and now Safilo is set to tap into that with the eyewear giant having signed a new deal with the blogger and street style star-turned-entrepreneur. It marks her first move in eyewear.
It’s a multi-year global licensing agreement for the design, manufacture and distribution of a Chiara Ferragni branded eyewear collection. The full range – both optical and sun – will be unveiled for SS22, and will be available at retail from January.
Safilo CEO Angelo Trocchia called her “one of the most famous and powerful digital entrepreneurs in the world” and said that she and the company “want to create a new leading and digitally-boosted fashion eyewear brand that directly speaks to new generations, working in synergy with the extraordinary power of Chiara’s global fan base to further strengthen the presence of Safilo in the digital universe”.
Trocchia added that the deal “represents a perfect fit in our brand portfolio and a significant opportunity for us to grow in the contemporary segment”.
Feggani meanwhile said that “Safilo represents not only excellence in eyewear but also, similarly to my brand, a great example of Italian spirit with a global reach. They strongly believed in my brand and in developing this new category”.
In recent months, the company has been “accelerating its digital transformation projects, working to be at the forefront of seizing the opportunities of the digital business and making significant progress in terms of product offer, service level, customer engagement and digital connection”.
It sees the new deal as a key part of this digital drive and said it “goes in [the] same direction of digital transformation and active engagement strategy, addressing new generations through new languages and channels to reflect what is happening in the marketplace.
“Chiara Ferragni’s ability to dictate fashion trends and her innovative business model have become a case history in the new digital economy. Together with Safilo’s proven track record in brand building there are many opportunities to take advantage of in the long term, through a strategy of international growth and consolidation for the eyewear category.”
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