I wonder why no one's mentioned my favourite fashion house, Salvatore Ferragamo.
with the Ferragamo.
I don't think Ferragamo is marketed in the US in such a way as to compete for attention with the names in the poll and others like them. With few exceptions, the current high-end trend is towards a cult of personality around an individual designer. The more populist trend is to wrap one's self in a highly recognizable luxury logo. If your company has both, you have a winner. Prime examples of the double-whammy: Miuccia Prada (Prada/Miu Miu); Tom Ford (Gucci/YSL); Karl Lagerfeld (Chanel/Fendi/Lagerfeld); Marc Jacobs (Louis Vuitton/Marc Jacobs); Martin Margiela (HermÃ¨s/Martin Margiela); Giorgio Armani; and so on. You can argue who belongs in the designer and logo categories, but I'd say Ferragamo doesn't really make it into either. Salvatore Ferragamo himself is no longer with us, and nobody on the street knows the names of the family members who carry on with running the company, nor who does the designing. The signature logo is recognizable, but it doesn't pack the punch of, say, the LV monogram or the red Prada stripe. Ferragamo also lacks the exclusivity of ultra-expensive marques like John Lobb or Kiton, and doesn't have the youth-oriented street cred that even such staid lines as Coach and Burberry have. What Ferragamo does have is a solid history of providing excellent goods that are well behind the cutting edge in design but still ahead of the most conservative houses, at prices that are commensurate with the quality but not in the realm of couture insanity. That's no small achievment, of course, and I believe Ferragamo has its legion of faithful fans. However, I don't think Ferragamo inspires passion in most buyers the way the A-list labels do. A Ferragamo isn't a Rolls Royce or a Ferrari or even a Mini Cooper; it's a Volvo. I think of Ferragamo items roughly the way I think of Bally, or Coach, or Magli; a good, solid purchase about which I'm unlikely to have regrets, but would never lust after the way I would, say, a Dior Homme suit...even if I suspect that the Ferragamo will still be wearable years after the Dior is "over." Of course, with the right campaign, the Ferragamo family might get more fashion press. However, they may feel that such a campaign would be neither dignified, nor the best long-term strategy. We shall see.