So continuing from my last blog post I wanted to share what we did on days 3, 4 & 5 of Chazen Italy.
As I’d mentioned previously, this study tour was focused on retail & luxury goods and the next few visits were really the highlight of our trip. On March 17th we visited Gucci’s headquarters in a town close to Florence. Gucci, for those who don’t know is a luxury powerhouse, one of the world’s most valuable brands, belonging to the Kering group with about $5 billion in revenue. Upon entering the premises we were greeted with the GUCCI letters emblazoned in Gold and and everywhere in the office were huge photos of their classic handbags. Our group was split into two with one team going to see shoe production and the other going to see the leather goods factory. I was in the latter group.
The first thing we noticed when we entered were dozens of colored skins – ostrich, crocodile, lizard, lamb, calf – you name it. Full skins can cost upwards of $1000 depending on how exotic they are. Most skins will also come with a tag to prove authenticity and we learnt that luxury companies often own their own animals farms to procure skin. The skins are then colored in various hues – almost any conceivable color is possible. I was just speechless looking at them all. We were then taken shown how these skins are cut and then made into handbags, belts or other leather goods. Each of those products in handcrafted. Right from the bamboo handles that Gucci is so famous for. We were shown how the straight white bamboos are blow torched and then painted into becoming horse shoe shaped handles for their handbags. The paint is apparently made by crushing the shells of certain insects like cockroaches! I guess beauty comes at a price! The entire process was just fascinating.
Later we were given a presentation by Barbara Rybka, SVP of Digital and we also met with a CBS alum Giorgia Carastro ‘ 11. After a lavish lunch and quick photoshoot, we head to Ferragamo’s office in Florence. Salvatore Ferragamo started off as the shoemaker to the stars and then later expanded into belts, handbags and even clothing. It is a privately held company with sales of $1.5 billion The Ferragamo office was very different to that of Gucci’s. It was a 7 storied ancient building and underneath was a huge flagship store that broke up into multiple sections. Beneath that was the Ferragamo museum dedicated to shoes – the history, the collections, the inspiration and everything in between. Later we had some free time to ourselves so we visited Piazza Michelangelo, Santa Croce and Santa Maria Novella followed by dinner at La Beppa Fioraia.
The next day we made a stopover in Bologna where we met deputy mayor, Matteo Lepore, before heading to Yoox. Yoox Group is the global internet retailer for leading fashion brands and has recently merged with Net-a-porter (this had not been announced when we visited). Yoox was founded in 2000 by CBS alum Federico Marchetti. It ships to over 100 countries worldwide and has revenue of $0.5 billion. We were given a tour of the three different facilities by Davide Di Dario, operations manager for Yoox.