From rooting to reinvention: Ferragamo’s 30-year strategic evolution in China

What happened Marking 30 years in China, Ferragamo no longer settles for telling its history. The brand is reshaping its identity in the Chinese market through a spatial renewal across core cities like Chengdu and Shanghai. This is far more than a conventional store upgrade. It is a strategic transformation — from a custodian of heritage to a brand with contemporary authority. The new two-story concept store at Chengdu IFS New Flagship Boutique stands as the most tangible statement of this shift. Located in the heart of Chengdu IFS, Ferragamo stakes a strategic claim over the city’s and Southwest China’s luxury consumer base. As the region’s most influential retail landmark, it is not just a hub of top-tier traffic, but a stage to showcase the brand’s vision and ambition. On the choice of this location, Leonardo Ferragamo, Executive Chairman of the Ferragamo Group, told Jing Daily: “Our choice of Chengdu is a strategic affirmation of the city's status as a cultural and economic epicenter of Western China. This reflects our core strategy of ‘Deepening over Widening,’ instead of mere geographical expansion." The Ferragamo Chengdu IFS New Flagship Boutique occupies a prominent corner in a prime commercial district, its two-story façade clad in Bugnato stone, instantly asserting itself as a city fashion landmark. Belgian architect Vincent van Duysen, known for his minimalist signature, led the design, merging the rational lines of modern Italian architecture with the flowing aesthetics of Chengdu’s local culture. This subtle balance of elegance and rationality resonates with the aesthetic direction set by Creative Director Maximilian Davis since 2022, together shaping a cohesive, modern Ferragamo identity. Unlike traditional stores, the space is conceived as an immersive “brand home.” The layout carries narrative tension: the ground floor spotlights seasonal handbags and shoes, honoring classics through special Vara displays; the upper floor unfolds the brand’s fashion universe, featuring ready-to-wear collections and private VIP areas. Most striking is the glittering heritage gallery, showcasing legendary shoes created for icons such as Marilyn Monroe and Audrey Hepburn, transforming the shopping experience into a cultural dialogue that fuses history, cinema, and fashion. The deeper renewal is reflected in the upgrade of personalized, bespoke experiences. The store introduces the men’s classic Tramezza collection of handcrafted shoes, giving clients full control — from selecting rare leathers to the finest hardware, even engraving a personal signature — turning each pair into a unique statement of individual style. As Leonardo explains: “We are investing in deepening the emotional connection and brand experience in key hubs, making Ferragamo an indispensable part of our clients’ cultural and social lives.” This strategic rejuvenation was further highlighted by a star-studded opening ceremony. Leonardo, alongside brand ambassador for China and Southeast Asia-Pacific Gao Yuanyuan (高圆圆), actors Chen Xingxu (陈星旭) and Chen Jingke (陈靖可), as well as singer-actor Yin Haoyu (尹浩宇), jointly inaugurated the new concept boutique, marking this milestone moment in Ferragamo’s 30-year journey in China. The Jing Take Ferragamo’s brand renewal, however, does not stop in Chengdu. Over the past year, the house has also deepened its presence in Shanghai, unveiling new concept stores in two core commercial districts: Plaza 66 and Taikoo Hui. The Plaza 66 location focuses on connecting with legacy-conscious clientele who value heritage and identity, while the Taikoo Hui store precisely targets emerging consumers who champion individuality and lifestyle expression. This expansion is not the product of blind growth, but of a strategic, precise cultivation — strengthening brand presence in key cities through enhanced store quality and deeper experiences. These spatial upgrades are the tangible expression of Ferragamo’s broader transformation. From opening its first store on Shanghai’s Huaihai Road in 1994 — becoming one of the earliest luxury pioneers to enter China — to establishing its current benchmark position in the industry, Ferragamo has spent three decades unfolding a strategic evolution from merely “landing” in the Chinese market to profoundly “taking root.” “Our philosophy follows a simple mantra: Listen, learn, and evolve,” Leonardo emphasizes. “We’ve moved from a monologue about our Italian heritage to a dialogue with Chinese tastes.” Guided by this principle, Ferragamo has never rested on its past achievements. The house continuously innovates, demonstrating resilience and strategic foresight in a shifting market. “Over the next five years, our core objective is to complete our evolution in the minds of Chinese clients from a revered ‘Heritage Label’ to a ‘Relevant Modern Icon.’ We aim to be seen not just for our past, but for our present and future.” In this process, the brand has keenly observed the evolving emotional needs of contemporary Chinese consumers. Luxury is no longer merely a symbol of status — it has become a tool for self-expression and social identity. On this, Leonardo explains: “Our response is to offer not just products, but a vocabulary for their individuality, underpinned by a story of authentic Italian heritage that provides substance and soul.” But what is the grammar of this “language”? Ferragamo’s answer lies in a holistic contemporary narrative constructed through imagery and product. Imagery is the most immediate text of this language. The 2024 short-film series “Ferragamo Leading Ladies, Women Extraordinary” presents stories of modern women from diverse backgrounds, translating the brand’s ideal of “elegance with courage” into a tangible, resonant emotional imprint. Product, however, is the core syntax. Shoes, the foundation of the brand, are given new contemporary significance. Ferragamo invited figures across generations — including supermodel Blanca Balti, singer Lee Hye-ri, and members of the Ferragamo family — to reinterpret the Vara, born in 1978. In their narratives, the Vara transcends fashion, becoming a versatile symbol of style — both the confident “battle shoes” for the workplace and the comforting “trusted companion” for moments of self-reflection. This philosophy of “battle shoes and trusted companion” extends across the brand’s full-line innovation. The Hug handbag, designed by Creative Director Maximilian Davis, fuses sculptural beauty with practicality in its embracing lines. In China, it has been affectionately nicknamed the “Bào Bào Bāo” (meaning “Hug Hug Bag”) and launched with the interactive “Hug Bag, Hug Love” game, turning a product release into a vibrant brand experience. The ready-to-wear collections, with flowing silhouettes and bold colors, create a “modern wardrobe” that combines strength and fluidity, ready to accommodate multiple roles with ease. From imagery to product, Ferragamo is deploying a complete narrative system to shift from a “luxury symbol” to a “language of modern style.” Bringing this language to life requires a space for dialogue with contemporary consumers. As Leonardo notes: “In China, the digital ecosystem is the new high street. Our strategy is to be omnipresent, personalized, and seamless.” Relying on the power of digital, Ferragamo extends its brand narrative across every touchpoint in an era where “context is king.” From online content ecosystems to immersive physical spaces, consumers move freely between digital and real-world experiences. A core innovation lies in the seamless integration of online and offline: clients can book appointments digitally, while sales associates provide continuous, personalized service via WeChat, ensuring the digital journey enhances the in-store experience. This deep integration not only completes the brand experience loop but embeds Ferragamo’s philosophy in a subtle, natural way. While many luxury houses retreat amid market slowdowns, Ferragamo leans into “deepening,” empowering the brand through spatial innovation and product evolution. This commitment to long-term thinking, even against the tide, is precisely what makes a heritage maison enduring. Market fluctuations will pass, but the brand barriers built through continuous iteration endure. Ferragamo demonstrates that heritage is not a burden but the foundation for evolution. When the short-term noise fades, the market rewards those brands that truly understand their consumers and dare to reinvent themselves — they do not merely win today, they define the future. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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From rooting to reinvention: Ferragamo’s 30-year strategic evolution in China