1 Company Profile
2 The Beginnings Alessandro Ferrone laid the foundations for what is today FERRONE Spa. His entrepreneurial and human qualities enabled him to transform the fabrics trade he began immediately after WWII into a veritable industry, starting up and developing all phases of the textiles market. Today Ferrone Spa produces and exports worldwide 2 million articles of clothing every year, with a portfolio of two brands, SANDRO FERRONE and SWEET SIZE (this last line was created in 2003) with a practise positioning in terms of style, price and distribution channel. Alessandro Ferrone was appointed Cavaliere del Lavoro (Knight of Labour) in June 2005 by the Federazione Nazionale di Cavalieri del Lavoro. What they say about us FERRONE, A REVOLUTION IN FAST FASHION, IL GIORNALE The daily Il Giornale dedicated an entire article to Spa a company converted in the 1990 s into a join stock company is not feeling the crisis. Ready to expand throughout northern Italy, it recently launched three new franchise points of sale. THE N KING OF READY-TO-WEAR FASHION, IL SOLE 24 ORE The daily Il Sole 24 ore speaks of Roman businessman Alessandro Ferrone as... a Roman businessman who is not feeling the crisis, and indeed in this dark period has a plan to open new franchised shops: 3 in Milan.
3 Company profile SANDRO FERRONE today is an extraordinary name in the panorama of fast fashion MADE IN ITALY. Since the beginnings SANDRO FERRONE brand has positioned itself well in the market of contemporary clothing. Its presence in the Italian and international commercial areas consists of a network of singlebrand retailers for which SANDRO FERRONE represents a real opportunity for success. Sandro Ferrone is present with an ever-increasing number of franchises in Italy and abroad. The solid energy between POS service, quality and excellent price balance is repaid by great trust on the part of the trade and the final customer. There are many POS positioned worldwide; in Italy, they are located mainly located in the Central and Southern part of the country, where the firm is present with some 100 single-brand POS including three recent boutiques in MILAN and 30 in Rome positioned in perfect balance among the main tourist routes and shopping centres where this brand is an uncontested leader. The SANDRO FERRONE brand is present internationally in Portugal, Spain, France, and Saudi Arabia. In addition to single-brand distribution, there is a growing number of multibrand shops, well selected and vetted. The company s philosophy is to have kept up with the daily tastes and trends among Italian women. From the manufacturer to the customer, with no niddlemen; winning intuition, today the cornerstone of a philosophy that points to a linear and immediate distribution chain. SWEET-SIZE The new SWEET SIZE collection, from Sandro Ferrone, was created in 2003 to satisfy the women s desires who wear sweet sizes, free from the totem of size 42 at any rate. When we speak of large sizes, we are dealing with an article of covering that covers more that it dresses, often very classic, and at a high price. Sandro Ferrone has overthrown this status quo and is producing cutting-edge, trendy clothing that enhances the softness and sensuality of women, attracting even young customers.
4 Business system Key concept: a basic collection 800 models quality/price balance real time restocking of the fastest-selling models weekly small flash ads flash ads designed for SALES (retailers mark-on percentage unchanged) purchase timing designed to optimise warehouse inventories personalised retailers support Objectives: prompt updating of the POS image low percentage of inventory prior to the retailers sales periods (10% of seasonal business volume) low risk of unsold product at POS (purchased broken down into small quantities weekly)
5 Timing of the collections FALL-WINTER SPRING/SUMMER
6 STRENGTHS FAST FASHION Model The philosophy of the SANDRO FERRONE brand is inspired by large scale retailing, a readyto-wear fashion system, very fast, with times very close to market needs. In our seasonal offerings, 60% of the products turn over constantly, so that there is always something new, with consequent optimisation of the POS warehouse, which at the end of the season never has an inventory of more than 5% of the volume of merchandise purchased. Compared to the traditional model of two collections a year, Sandro Ferrone introduces the concept of five collections distributed and sold with the same speed at which market attitudes and behaviours change. Final customers know that the brand renews its offer every week, and they visit the POS often (at least twelve times a year, compared with 4 for the competition). The advantages of investing with us The Sandro Ferrone brand is not just a reliable boutique but a solid franchisor with decades of experience with the clothing market experience and its dynamics. Simple, effective management Thanks to the company s operational and technical support, even the new business owner can act with the security of the experienced businessman in creating a pleasing and popular boutique.
7 Showroom SHOWROOM in Italy Milano Roma Bologna Catania Bari SHOWROOM abroad Spain Portugal Greece Norway Austria Mexico For retail management, the company has a retail division that handles selection and all assistance services for the POS, such as: Visual - Merchandising - Computer Support - Store Concept and Design
8 Advertising campaigns Sandro Ferrone SANDRO FERRONE Sandro Ferrone has always stood out for its strong identity and impact due to outdoor advertising designed especially for franchising, and with the use of celebrity spokespersons, real entertainment stars and all of them Italian. The company also conducts intense public relations work, which has been rewarded with growing visibility in many televisions programmes and movies.
9 Advertising campaigns Sweet Size
10 Outdoor advertising in Italy Maxi billboards - Trinità dei Monti Maxi billboards MILANO Quadrilatero della Moda Maxi billboards - Campo dei Fiori The company always creates something more in outdoor advertising. Major advertising campaigns are planned every sales season to support retailer sell out. The main advertising and promotional channels used are: billboards, internet, press (dailies) Major celebrity, spokespersons (from the model AFEF to actress SABRINA FERILLI, and the current celebrity spokesperson MANUELA ARCURI) are selected to support the brand and make it more visible in the marketplace.
11 Sandro Ferrone in the web The evolution towards digital communication is handled by the company, which integrates into a single flow its communication, style and corporate management. This brand s style in fact, involves offering micro-collections that are renewed weekly. Customers are accustomed to seeking out new ideas, new emotions, new sensations, and the magic can occur if everything follows a perfect line going from the genius of the stylists to the manufacture of the clothing, to logistic, warehouse management and shipping. And now there is online the Sandro Ferrone magazine - an area reserved just for B2B area business. The web is simply an environment without walls, without geographic references but otherwise it is completely like a showroom.
12 The Community on Facebook SANDRO FERRONE decided two year ago to participate in the conversation with his fans. The company s intention is to build a place where FANS can express themselves and communicate with the Brand and its Staff. Fans currently on Facebook adore the style of the SANDRO FERRONE brand and demonstrate this constantly, with spontaneous groups and highly enthusiastic comments! Facebook has complete changed the view of the company, making it more human. Mow the pages are much closer to the profile of the user. The activity on the pages is reported at home, and even they participate in the virtual game of Share and I like. The same is true for the company s Status. This facilitates the conversation and participation with great benefits for the SANDRO FERRONE brand.
13 Press Television Programme SKY SPORT ILARIA D AMICO RED CARPET FESTIVAL DEL CINEMA LUNETTA SAVINO IL SOLE 24ORE interwiew to SANDRO FERRONE
14 Retail Stores management Franchising Shop in Shop Multibrands Store concept A team of in-house architects develops the SANDRO FERRONE and SWEET SIZE store concept and coordinates the franchise store openings. Visual merchandising Creates the windows for each season, coordinates shop acquisition and plans periodic efforts with each POS worldwide to build a unified brand identity.
15 POS design EU2 MILANO MARGHERA MILANO BUENOSAIRES MILANO VITTORIO EMANUELE Planning and design involves the entire redefinition of the interior space, which we try to design based on the POS s type and location; cities and shopping centre. The SANDRO FERRONE points of sale feature modern, innovative furnishings placed in very discreet ways. When designing, our architects try to focus attention on light, diffused in some areas and scenic in others, on the lighted outdoor sign enhancing the entrance and window which, when possible made with a single leaf and completely transparent glass.
16 Store Concept Shopping Centre Single-brand shops in shopping centres are offered to customers as direct spaces where every display environment is designed to give the customer the utmost freedom of choice, in accordance with the shop s ready-to-wear philosophy, refined and immediate, Fashions and accessories are displayed to be touched, taken into the dressing room, tried on and purchased easily. It is the easy philosophy of fast fashion that our team of architects has interpreted according to the architectural lexicon of interiors with special attention to the customer, capable of conveying a familiar atmosphere, and at the same time an elegant and refined one. This is an example of a store concept dedicated above all to the new architectural phenomenon of the shopping centre that so characterises lifestyles in contemporary society.
17 Store Concept City The SANDRO FERRONE franchises located in the cities are always planned with different designs depending on the type of POS. Often modern architectural styles that stand out from one another with constant and daring contrasts of shiny and opaque surfaces and plays of light and shadow that make the shop atmosphere elegant and exciting. Specious entrances, transparent, inviting, with broad windows that look out onto the main streets of the city and provide an ample view of the shop from outside. The furnishings and materials in neutral tones blend together and give the entire ambience a clear sense of space.
18 Address BOUTIQUES LOMBARDIA MILANO C.so Vittorio Emanuele II, 15 tel C.so Buenos Aires, 77/A tel Via Marghera,1 tel PAVIA Via Mascheroni, 21 tel LAZIO Via del Corso, 151 tel Via Nazionale, 20 tel Via del Tritone, 120 tel Via del Babuino, 49 tel Via Fabio Massimo, 23 tel Viale Libia, 66 tel Viale Europa, 138 tel Via Ugo Ojetti, 39 tel Via Salaria, 12/14 tel Viale G. Marconi, 116 tel Via Boccea, 51d tel Piazza Balduina 56/57 tel Via di Acqua Bullicante, 357 tel Via Solferino, 17 tel Via Volturno, 36 tel Via dei Colli Portuensi, 396 tel Via Casilina, 1940d tel C.C. Porta di Roma Via Alberto Lionello, 201 tel C.C. Romanina GRA 19/20 tel C.C. RomaEst Via Collatina Km 12,800 tel C.C. I Granai Via M. Rigamonti tel C.C. Cinecittà 2 Via Palmiro Togliatti, 2 tel C.C. Primavera V.le della Primavera, 194 tel C.C. EurRoma2 Via dell Oceano Pacifico tel C.C. Casilina Via Casilina tel C.C. Casetta Mattei Via dei Sampieri 92 tel OSTIA (RM) Via delle Baleniere, 128 tel FIUMICINO (RM) C.C. Parco Leonardo Via Portuense, 2000 tel CAPENA (RM) C.C. L Arca Via Tiberina Km 16,400 tel VELLETRI (RM) Via del Comune, 3/7 tel NETTUNO (RM) Galleria Lumaca Via Romana, 41 tel ARDEA (RM) Largo Parco della Vittoria, 15 tel LATINA Via Carlo Alberto, 21 tel ALATRI (FR) Via Monte Lena, 10 tel ANAGNI (FR) Via G. Giminiani, 1 tel VENETO PADOVA Via San Fermo Next Opening PIEMONTE MONCALIERI (TO) C.C. 45 Nord Via F. Postiglione, 1 tel EMILIA GNA PARMA Borgo Tommasini, 9 tel TOSCANA FORTE DEI MARMI (LU) Via G. Carducci, 14 tel PIETRASANTA (LU) Piazza Duomo, 17 tel LIDO DI CAMAIORE (LU) Viale Europa, 82 tel SICILIA PALERMO Via Principe di Belmonte, 104 tel Via Sciuti, 70 tel Viale Strasburgo, 171 tel BAGHERIA (PA) Via Libertà,16 tel GIARRE (CT) Via Gallipoli, 242 tel ADRANO (CT) Via Garibaldi, 83 tel S. GIOVANNI LA PUNTA (CT) C.C. I Portali tel PATERNO (CT) Via Macchiavelli, 71 tel MESSINA Via Risorgimento,22 tel MILAZZO (ME) Via Luigi Rizzo, 19 tel CAPO D ORLANDO (ME) Via Vittorio Veneto tel MODICA (RG) Via Sacro Cuore, 66 tel TRAPANI Via Vito Sorba, 5 tel CASTELVETRANO (TP) Via Vittorio Emanuele, 28 SIRACUSA Via Tisia, tel CARLENTINI (SR) Via Etnea, 160 tel SCIACCA (AG) Via Giuseppe Licata, 157 tel CAMPANIA CASERTA Via G. Alois, 16 tel CAVA DEI TIRRENI (SA) C.so Umberto I, 263 tel PUGLIA BARI Via Argiro, 98 tel FOGGIA C.so Giannone, 20 tel LUCERA (FG) Piazza Duomo, 21 tel SAN GIOVANNI ROTONDO (FG) Corso Roma, 34 tel MONOPOLI (BA) Via Magenta, 12 tel GINOSA (TA) Via G. Matteotti, 54 tel BARLETTA (BAT) Via L. De Nittis, 12b tel ANDRIA (BAT) Corso Cavour, 118 ABRUZZO AVEZZANO (AQ) C.C. I Marsi Via Tiburtina Valeria, Km 112,21 tel TERAMO C.so de Michetti, 5 tel UMBRIA SPOLETO (PG) Via Portafuga, 8 tel MOLISE CAMPOBASSO Corso Vittorio Emanuele, 25 tel MARCHE ASCOLI PICENO Corso Mazzini, 186 tel CALABRIA COSENZA C.so Mazzini, 286 tel RENDE (CS) Viale Kennedy, 68 tel SARDEGNA CAGLIARI Via Lo Frasso 10/12 tel Via Manno, 5/7 tel NUORO Via IV Novembre, 8 tel CARBONIA (CI) Via A. Gramsci, 93 tel
19 Address SHOP IN SHOP LAZIO TEICHNER Via Appia Nuova, 2 tel NA SIR Via Lucrezia Romana GRA Km tel DA CIMA A FONDO Via della Lite, 70 tel C.C. LE TORRI Via A. Aspertini, 390 tel C.C. AUCHAN Via A. Pollio, 54 tel VITERBO SALOME Corso Italia, 70/72 tel TIVOLI (RM) L ALTRA DONNA Via del Trevio, 42 tel MONTEROTONDO (RM) PIÚ DONNA PIÚ Via dello Stadio, 35d tel FROSINONE CHIARA D Via Firenze, 8 tel LADISPOLI (RM) TREDONNE Via Palermo, 78d tel APRILIA (LT) MAX Via degli Oleandri, 18 tel POMEZIA (RM) MAX Via Roma, 48 tel TOSCANA AREZZO FURBIZIA Via Marco Perennio, 80 tel PUGLIA TARANTO EQUILIBRIO Via Di Palma, 120 tel LECCE CITY MODA Via De Mura (tang. Est) tel MODUGNO (BA) CITY MODA SS 96 Km 115 tel SICILIA PALERMO VIA GLUCK Corso Finocchiaro Aprile, 155 tel CATANIA EPOCA Via Umberto I, 50 tel CALTAGIRONE (CT) INTERLANDI Viale Europa tel CAMPANIA SALERNO VOG Via dei Principati, 28/42 tel NOLA (NA) REGINE C.so Tommaso Vitale, 125 tel CASORIA (NA) MAXI BRUMMEL Via Circ. Esterna tel AVELLINO VOGUE P.zza de Marsico, 18 tel BENEVENTO VOGUE Corso Garibaldi, tel ABRUZZO PESCARA BOSONE C.so Vittorio Emanuele, 120 tel BOSONE C.so Umberto, 104 tel INTERNATIONAL BOUTIQUES SPAGNA PAMPLONA Calle de Garcia Ximènez, 4 tel TALAVERA DE LA REINA (TOLEDO) Calle Trinidad 17 tel MURCIA C.de La Plateria, 44 (Plaza Jofre) CADIZ Calle Ancha, 13 tel SANTA CRUZ DE LA PALMA Calle Diaz Pimienta, 11 Los Llanos FRANCIA CAEN Rue Neuve Saint Jean, 17 tel PORTOGALLO LISBONA Armazens do Chiado Rua do Carmo, 2 tel Praça de Londres, 5d tel Centro Comercial Fonte Nova, Estrada de Benfica, 503 tel ALFRAGIDE Centro Comercial Allegro tel FUNCHAL (MADEIRA) Maderiashopping, Caminho de Santa Quitera, 45 tel ALMADA Forum Almada, Estrada do Caminho Municipal, nr 1011 tel CARCAVELOS (CASCAIS) Riviera Center, Rua Bartolomeu Dias tel ARABIA SAUDITA RIYADH Al-Hayat Mall King Abdulaziz road tel Riyadh Galleria Mall King Fahd Road tel MALTA SLIEMA Bisazza Str C/W Tower Rd. tel ALBANIA TIRANA RR Sami Frasheri, Pall.16 Katesh, Perballe Drejtorise Se Polocise tel Rruga Brigata VIII tel LETTONIA RIGA T/C SPICE Lielirbes, 29 tel INTERNATIONAL SHOP IN SHOP LIBANO BEIRUT ABC Achrafieh branch- Beirut tel ABC Dbayeh branch tel ISRAELE KFAR SHMARIAU Dereh Aga Nim, 2 tel CANADA TORONTO ONTARIO SANDRO Bayview Village Shopping Center, 2910 tel FRANCIA PARIGI 94 Rue de Cambronne tel
20 Address Ferrone S.p.A. Via Alberto Bergamini, ITALY Telephone (+39) Fax (+39) Contacts Web address