CHIARA FERRAGNI

 The brand Chiara Ferragni was launched in 2013 as a fashion yet pop shoe brand, from an idea of Chiara
Ferragni, Muse, Creative Director and CEO of the brand. In few seasons the brand evolved towards a
CHIARA complete total look featuring aside from shoes, garments and accessories adorned with a renowned eye
logo.

FERRAGNI  In 2016 the brand moved its first steps towards a global expansion, launching pop-up stores such as: Le Bon
Marchè in Paris, LuisaViaRoma in Florence, Apropos in Cologne, Breeze Center in Taiwan, Selfridges in

BRAND London.
 Moreover the brand empowered its distribution from July 2017 with the opening of its very flagship stores in
the heart of the most fashionable cities: Milan, Paris, Shanghai and Hong Kong.
 Chiara Ferragni is the brand of sharing, happiness, positive values and good vibes, both in real and digital
universe. Chiara Ferragni women are international, dynamic, cool, modern, and strong.
 Ferragni's namesake line, Chiara Ferragni Collection, started out in 2013 as a footwear line with
Luisa Via Roma. It has since expanded into clothing, accessories and children's wear and boasts
four flagship stores and over 300 retail doors. The company reported 2016 revenues of €17
million ($20 million).
 In 2012, Ferragni started to create “capsule” collections for brands, but even though these
brought profit, positioning efforts were needed. Than collaborations such as Louis Vuitton,
Dior, and Chanel, and by nurturing relationships with similarly positioned brands, Chiara
Ferragni image began to be associated not just to fashion but to high-end top brands.
 The Chiara Ferragni Collection, a “small designer collection with a strong brand identity”. The
brand manufactured high quality made in Italy shoes. In one year’s time the new company had
already made 4 million USD of revenue, with the shoes being sold through the online store and
in more than 200 stores in 25 different countries worldwide.
 The impressive reach and efficacy of the Instagram account brought to the restructuring of The
Blonde Salad brand: the blog was turned into a proper lifestyle-fashion 34 magazine, separated
and independent from Ferragni and was also expanded into an e-commerce integrated
platform where followers could directly purchase exclusive limited edition clothes from
selected brands.
 In the meantime, in 2016, when sales from the Chiara Ferragni Collection reached 10 million
USD, Ferragni and Pozzoli opted for a differentiation strategy: the line now included to not
only shoes but also t-shirts, jumpers, trousers and so on so forth. The duo also focused on the
geographical expansion of the collection by not limiting it only to Europe and the USA, but also
to booming markets.
 Chiara Ferragni collection is a unique bloggers namesake brand that operates in the high end
fashion market surrounded by highly esteemed fashion labels. The brand offers boutique
quality clothing and accessories that are original and exclusive both online and in stores. The
company has a strong online presence and community that is very user interactive. Chiara
Ferragni collection has a strong fan base and customer loyalty which was built through
Ferragnis distinct engagement with the millennial market
 By that point, one of the main area of focus for Ferragni and Pozzoli was to carefully manage all the three brands that had come to exist by 2016:

● The Blonde Salad Lifestyle Online Magazine and E-commerce

 ● The Chiara Ferragni Clothing Collection
 ● Chiara Ferragni the influencer and celebrity partner of luxury brands
 Since 2017, it started being sold not only online and in retailer stores, but also in pop-up stores spread all over the world, from South America to Asia. In
September 2017, the first official brick and mortar Chiara Ferragni Collection store was opened in Milan, followed by the first Chinese stores in Shanghai and
Chengdu. Between June 2016 and June 2017 CFC witnessed a 235% revenue growth and the current plan is to proceed with the stores expansion, specifically
in China where Ferragni has closed a deal with rising group and where she intends to open 35 stores.
 After just one month of blogging, The Blonde Salad’ readership had grown to 30,000 daily visits. Compliments, praise, and 36 indications of liking served
Chiara to enhance her self-esteem
 What’s more, Chiara is also dependent on her ‘target’: the 12,6 million followers. Another factor affecting the goal-relevance of one's impressions involves
the individual's dependency on the target . When a person is dependent on others for valued outcomes, the impressions he or she makes on them are more
important, and the individual will be more motivated to engage in impression management . It is important to remember that Chiara depends on her
followers a lot, it is her ability to influence people with her image that permits her to run the business.
  Down to earth  Imaginative
 Family-oriented  Unique
 Small Town  Upto-date
 Honest  Independent
 Sincere  Contemporary
 Real  Reliable
 Wholesome  Upper Class
 Original  Hardworking

Brand  Cheerful  Glamorous

 Sentimental  Secure
 Friendly  Good looking
 Daring  Charming
 Trending  Feminine Smooth
 Exciting  Successful
 Spirited  Confident
 Cool  Outdoor
 Young
 In 2013, the brand was completed with other accessories such as beach towels and hats and
with clothing such as sweatshirts, T-shirts, jackets, trousers and swimwear. The brand recalls
a cheerful and modern style and the quality of the Italian manufacturing tradition find a perfect
combination in the 100% Made in Italy brand of the Cremonese blogger. A special, fresh and
innovative project, celebrated with a series of photos and an exclusive video where Chiara
wears her new creations.
 The Nespresso x Chiara Ferragni
 Chiara Ferragni x Oreo Collab
 Chiara Ferragni Partners With Lancôme for Makeup Capsule Collection
 Tod’s launches collaboration with chiara ferragni
 MILAN — Chiara Ferragni Collection has signed a five-year licensing agreement with Italian
high-end children’s wear specialist Monnalisa. The license will enable the brand founded by the
influencer and digital entrepreneur to further expand in the kids’ wear category, which so far
featured a limited offering targeted for baby girls only.
 In particular, under the new license, Chiara Ferragni Collection will include apparel for children
up to age 10 starting from the fall 2021 collection. The line will be distributed both in the
brand’s flagship and Monna Lisa's sales points globally, as well as on the respective online
platforms.