sapphire signs a multi-year agreement for the design, production and marketing of eyewear with the most famous fashion influencer in Italy, Chiara Ferragni. And the stock leaps 10% on the Milan Stock Exchange. A similar flare was seen when Chiara Ferragni's entry into the Tod's board was announced, only to discover that in the following days the prices had been driven up by the purchases of Lvmh, which entered the capital of Diego Della Valle's company.
The announcement of the first licensed eyewear collection under the Chiara Ferragni brand, however, pushed Safilo's share up to +13% before settling on gains around 10%. After the initial flare-up, at 10:43 the shares are trading at 1,83 euros, up by 6,40%, after having touched 1,968 euros, a level not exactly seen for three years, since 11 September 2018, reports the Radiocor agency.
Based on the agreement signed between the parties, the eyewear – sunglasses and eyeglasses – will be presented for Spring-Summer 2022 and will be available from January 2022. “Safilo not only represents excellence in eyewear but also, like the my brand, a great example of Italian spirit with a global value”, said the influencer, CEO and creative director of the brand Chiara Ferragni, underlining that “Safilo strongly believed in my brand and in the launch of this new category”. Safilo's stated goal is to go digital: in recent months, the group has accelerated its digital transformation projects, working to make progress in terms of product offering, service level, customer engagement and digital connection.
The new agreement with Chiara Ferragni, which marks the entry of the homonymous brand into the world of eyewear licenses, goes in the same direction of digital transformation and active involvement strategy, addressing the new generations through new languages and channels to reflect what is happening on the market. “Together we want to create a new reference fashion brand in eyewear that, through digital, is able to speak directly to the new generations,” said Angelo Trocchia, CEO of the Safilo group. All of this fits into the growth strategy of the eyewear company: “Chiara Ferragni's ability to dictate fashion trends and her innovative business model have become a case study in the new digital economy. Together with Safilo's proven experience in building brands, there will be many opportunities to be seized in the long term thanks to an international growth and consolidation strategy of the eyewear category”, concludes the release.
