Which strategy brings Furla to success?



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    The worldwide distribution expansion is one of the strengths of the Italian company / Ph. Furla
  • The brilliant strategy

Furla is an Italian luxury brand created by the Furlanetto family in 1927. Since the early 1980s, Furla began enlarging its accessory market in Italy to launch a franchise network. Furla is currently exporting to 71 countries Furla Group continues to proliferate, with sales of 252 million euros in the first half of 2018, up 10.6 percent on the exchange. What is the key to their success?

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The worldwide distribution expansion is one of the strengths of the Italian company / Ph. Furla

 

The brilliant strategy

Sales of this Italian luxury brand have increased in the first half of the year in all markets. In particular, the Asia Pacific region increased by 28.6% on the trading floor. Meanwhile, sales in Japan increased by 9.5%, in the United States also increased 24.2%.

The worldwide distribution expansion is one of the strengths of the Italian company. Over the past few months, Furla Group has taken full control of retail distribution in China, Hong Kong, and Macau.

Travel retail plays a fundamental role in the growth of the company, with annual sales increasing 23% in the industry, accounting for 8% of Furla Groups total revenue. Significant resources are being directed towards enhancing the supply chain through the implementation of a more sophisticated information system more suited to the companys current size.

The selection process for suppliers continues to take place to ensure continuous production and high quality. The company also paid close attention to its new e-commerce platform, with sales increasing 24.1% in the first half of this year. Today, the company employs around 2,514 people worldwide.

The company is also pushing for investment in marketing and communications with increasing emphasis on digital media and social media. A new, elegant monogram inspired by Furla’s “F” was created and introduced in Milan during the city’s women’s fashion week in September 2018.

They have no strategy, don't they? Try luxury shopping experience in one of their stores to see why they are so successful.

Which strategy brings Furla to success?

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