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René Caovilla vuole diventare l’imperatore delle calzature di lusso

Produttori da quasi 100 anni di alcune delle scarpe più costose del mondo il marchio è cresciuto esponenzialmente nell’ultimo decennio. Può un’azienda a conduzione familiare diventare un marchio globale?

I sandali scintillanti di René Caovilla stanno attualmente splendendo sul tappeto rosso con una frequenza atipica per un marchio di scarpe. Da Rihanna a Bella e Gigi, da Robin Wright a Jane Fonda, tante stars scelgono Caovilla a completare i loro ensemble.

Edoardo Caovilla, Direttore Creativo e Amministratore Delegato della compagnia proprietà della sua famiglia da quasi 100 anni, insiste sul fatto che non “paga per giocare”. Indipendentemente dalla crescente tifoseria molto influente René Caovilla sottolinea il recente slancio del marchio, in gran parte alimentato dalla strategia implementata dalla terza generazione dopo l’arrivo nell’impresa familiare nel novembre 2009 a seguito di un periodo nel ambito delle private equity. (Gli interessi finanziari della famiglia Caovilla vanno ben oltre le scarpe, finanza, media, immobili, per citarne alcuni)

Per i non iniziati, la prima cosa da sapere su René Caovilla è che le sue scarpe sono costose. Moooolto costose. Ad esempio, un paio di d’orsay mezzo tacco, decorate con decine di righe di cristalli Swarovski colorati come un arcobaleno si aggirano intorno ai $ 1.650. Un mule coperto di pizzo, decorato con cristalli, $ 1.095. Caovilla dice che è il più antico acquirente di Swarovski in Europa, e il marchio è fortemente associato al bling-bling mood. (Invece di smaltare le sue suole con un colore distintivo – sperimentato il rosso decenni prima di Christian Louboutin – la maggior parte sono ora spruzzati di polvere di glitter.)

Caovilla è in un momento di modernizzazione. Come ogni marchio con un forte patrimonio, egli si ritiene obbligato a conservare quella eredità; finora si sono mossi cautamente. Ma oggi, con un prodotto in linea e una rete di distribuzione ottimizzata, l’erede del trono di Caovilla deve comunicare esattamente ciò che significa il suo marchio attraverso una lente moderna.

Questo include un rinnovo del advertising e da un nuovo concetto di negozio che giocherà con il patrimonio veneziano del marchio. Caovilla riconosce la vendita al dettaglio come la sua piattaforma di marketing più grande.

Se siete curiose ecco il loro sito https://www.renecaovilla.com/it/ e se volete info più dettagliate dell’evoluzione del marchio ecco l’articolo da cui è tratto il post: https://www.businessoffashion.com/articles/intelligence/rene-caovilla-wants-to-be-the-moncler-of-luxury-footwear?utm_source=Subscribers&utm_campaign=6798c62315-kering-taps-rothschild-for-puma-sale-spotify-for-f&utm_medium=email&utm_term=0_d2191372b3-6798c62315-419550417
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