Eraldo Poletto de Furla: “We are ready to relaunch, starting with our product”

On Friday, September 26, in the midst of Milan Fashion Week, Furla, Fondazione Furla and Gam – Galleria d'Artna Art Milano celebrated the opening of “Under The Sun, Beyond the Skin”, an individual exhibition by Sara Enrico cured by Bruna Roccasalva.

The installation in the gardens of Villa Reale was designed to open new possibilities for the interaction between contemporary art, natural landscape and public space. Taking the duality between nature and artifice as a starting point, Enrico has created “a landscape within the landscape” through a series of sculptures that “inhabit” the garden, creating a subtle tension between the plant world and an idea of ​​synthetic vitality, between what arises spontaneously and what results from a deliberate act.

The event gave Fashionnetwork.com the opportunity to explore the next projects of Furla with the Eraldo Poletto CEO, who returned just over a year ago to the company's helm, which had already taken from 2010 to 2016, to help him put a difficult period behind this.

“The initial priority was to get the company out of the CNC procedure and establish a degree of operational and financial stability. Now we are ready for a relaunch built around the product and our communications, particularly on social networks, to reach a younger audience,” Poletto explained. “In product terms, I am convinced that the correct strategy is to focus on a small number of iconic pieces that represent about 40 percent of sales. We are working to make our new iride model essential, since the metropolis was in the past. We tried in the stores selected in December and the answer is also, in addition, we must continue to evolve in a lifestyle brand, expanding the categories as the categories such as the hearing.

In MFW, Furla also announced a limited edition of the Iride, reinvented with distinctive materials and striking details, such as bolts and stuffed effect.

In the commercial front, Poletto cited Emea, Japan and Southeast Asia as markets in which Furla will focus energy and resources in the near future.

“In addition, we will focus on electronic commerce, which already represents a part of two -digit sales, and that we want to strengthen more,” he added.

On the contrary, new openings are not planned in the near future for the brand, which already has more than 150 mono-marca stores (together with an exhaustive wholesale network): “We are in the process of defining a new store concept; our goal is to optimize the network we already have, so we have also closed low performance stores,” said the manager.

“In the price, we have slightly expanded the base of the pyramid and we are focusing on a premium level, with an average price of around € 350. Our goal is that our products have a perceived value that exceeds its real price,” Poletto concluded.

“Today, the market offers many opportunities for premium brands; we need to set up this impulse.”