The Story Of The Legendary Shoemaker Of Ferragio Ferragamo

Florence, Italy.

For hundreds of years, this leather goods

There are countless craftsmen, who can do nothing in history.

Salvatore Ferragamo, who is a shoemaker, is a great master from the craftsmen.

The name of the Salvatore Ferragamo group, named after his full name, is one of the largest listed companies in Italy: in the first half of the year, the group earned 659 million euros, with a net profit of 82 million euros.

The elder son of sarvatlor, Ferruccio Ferragamo, 69, is the chairman of the current Ferragamo group.

My exclusive interview with him is Palazzo Bentley Feroni, a historic castle built in thirteenth Century, which is the largest private palace in Florence, on the Arno River in Florence. It was built in thirteenth Century.

After buying it in 1938, Salvatore repaired it to the present.

The frescoes on the dome of Shi Binli - Frank's Palace are still intact, with numerous tapestries and antique paintings in the interior.

As the eldest son of the family, Fei lurgo is proud of this old house full of family history.

His 93 year old mother, Wanda Miletti, the honorary chairman of the group and the leader of the Ferragamo fund, went to work in Bentley Bentley every morning.

When the group had some special banquets, the invitation letter from Lady Ferragamo to celebrities and even royalty members was always very convincing.

Mrs. Ferragamo and three grandchildren also work in the group, one of whom is Ferruccio's son.

Ferragamo is one of the most recently listed luxury goods groups. It has been listed for three years, and now its share price is 2.5 times the issue price.

In the exclusive interview with sina, Feiqi said a lot of dry goods: in 2011, the company went public, and the Milan stock exchange demanded that at least 30% of the shares of listed companies should be publicly circulated, but the Ferragamo homes could not produce so many shares. Finally, the stock exchange made an exception: 25% shares were publicly circulated.

This independent luxury company is not bad money.

Listing is to ensure that family businesses operate and the "handover" rules are legally bound to protect their families.

In addition to the legendary entrepreneurship of Founder Salvatore, the interest of the three generation of Italy family in how to start business is also our interest.

Today, Ferragamo's majority stake is still firmly in the hands of about 70 family members: in addition to the old man as honorary chairman of the group, the 4 brothers and sisters of Fei Ruqi are now holding important positions in the group.

They also selected 3 succession candidates from 23 generations of third generations.

More than half a century ago, the Bentley Bentley palace is now a group headquarters.

The family of three generations worked together under the same roof, which was rarely seen in Italy in twenty-first Century.

From stigma to worshipping

Ferragio Ferragamo (photo: Hao Qian)

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Today we may label Ferragamo as "luxury", just as Hermes is a horse saddle, and Gucci is a travel case. Ferragamo is no more than a shoemaker.

At the beginning of the last century, when the 9 year old sathratore told his father that he wanted to be an apprentice to the shoemaker in town, his father became angry and angry.

At that time, the craftsmen in Italy had a low status and the status of shoemaker was low.

For an afflicted peasant family with 14 children, a shoemaker in the family can only make it more difficult.

But Salvatore had a gift for shoes. He even felt that he was a shoemaker before.

When he was nine years old, he made two pairs of small white shoes for two sisters with some leftover materials. He tried to name a shoe store under his name at the age of 13.

Then he went to America to make a living by making shoes.

In the 20s and 30s of last century, the United States was the leading edge of factories.

Young Salvatore boycotted factory shoemaking and insisted on making shoes by hand.

The first thing is to make props shoes for the movie studios, and then a bit of fame. Some of the Hollywood stars come to him to make nice shoes.

In the early days of Factory prosperity, the trend of the tide has won many loyal customers for Salvatore, 20 years old.

His fans are many of Hollywood's hottest stars: Audrey Hepburn, Sophia Rolland, Marilyn Monroe, Duchess of Windsor, and many kings and nobles.

Among them, he himself designed for Marilyn Monroe 40 pairs of high-heeled shoes with different heels, and the heel height is exactly 10.16 centimeters.

Handmade customization is really comfortable and beautiful, but it is difficult to expand production. At that time, it was very difficult for the United States to find skilled hand-made shoemakers.

In the end, Salvatore returned to Italy, the two venture in Florence, and a large number of customized women's shoes were sold to the US market again.

Ferragamo also struggled to survive the Great Depression of the 30s of last century.

Before and after World War II, there was a shortage of iron. He could not continue to use iron bars to join the arch of shoes, so he designed concave sunken pine shoes.

Later, he used a fishing line to make a pair of pparent shoes, which later won the fashion awards.

At that time, the so-called "fashion" and fashion were not as ephemeral as they are today. Some bold new materials are really forced by the situation.

For example, at that time, Gucci also developed boar skin and even slub.

These "inventions" during the shortage of raw materials later evolved into classic works of these brands.

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During the 30 years of entrepreneurship, sarv created more than twenty thousand designs and registered 350 patents.

When he recounted his resume in 1958, Salvatore could finally say with great pride that he had made the shoemaker a "inferior" industry that was enough to be a "shame" for his family, and successfully achieved "admirable" heights.

In the past few decades, Chinese handicraftsmen are also emerging one after another, but insisting on it is too difficult.

The revival of China's cultural industry has recently become a hot topic. Fine folk handicrafts are naturally one of them.

Insisting on it is very difficult. The story of Ferragamo may be a reference.

Difficult two generation handover

Palazzo Spini Feroni, Arno, on the Bank of the Florence River, is now flagship store of Ferragamo and also its group headquarters (photo: Hao Qian). (Spini)

Blood is very important to the Ferragamo family, and now there are more than 70 potential shareholders in the family.

The chairman of the incumbent group is his eldest son, Ferruccio Ferragamo.

In 1960, the 62 year old Salvatore Ferragamo died of cancer, which became a major turning point for the Ferragamo family.

The factories and offices of that year were in the Bentley Bentley palace, producing only 80 pairs of shoes a day.

"Father founded this company but died when he was young. He passed away at the age of 62.

My mother took over the company at that time.

She is 24 years younger than her father.

Mother has no idea about making shoes, but she will give birth to six children and brothers.

When our father passed away, the oldest of us was only 17 years old, and the youngest was only 2.

Ferruccio said to sina finance and economics.

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Before his death, Salvatore and his wife, who were only 39 years old, discussed the fate of the company after their death.

He set two rules for his wife: first, the 6 children are to serve the company when they grow up; secondly, the company will not only make women's shoes, but also complete series: Men's shoes, men's wear, leather bags, scarves and accessories.

"I have been involved in family business since I was very young.

11, when I was 12 years old, I learned how to make shoes with my father.

These skills are what you will never forget after learning. "

Ferruccio said to sina finance and economics.

Mrs. Ferragamo herself did not have any experience in doing business, nor had she received any relevant professional higher education. However, she decided it was her duty to continue her husband's career.

So when the children grew up one by one, they began to work in family businesses under the mother's urge.

After the death of Salvatore, the eldest daughter Fiamma, a fashion recognized talented woman, designed bow tie ballet shoes vara in 1978.

So far, it is still producing. It is the most widely sold women's shoes in the world.

Many Chinese people are known by such a pair of almost flat leather ballet shoes known Ferragamo.

Unfortunately, AI died early.

"Elder sister Fiamma is the most involved, and even had the opportunity to work with her father for a few months. She created the lady bag plate.

Second sister Giovanna set up a high ready-made garment sector.

Brother Leonardo pioneered men's senior garment manufacturing.

And I was involved in every sector.

I may have some advantages in management and financial operations, but not a very innovative person. "

"When my father died, I was only 14 years old.

At the age of 16, I wanted to be a football star.

I played in the young team of Florence, and the team wanted to recommend me to play football at a higher football club.

When I got home, I excitedly said to my mother, "I have good news. Good news.

Then I talked about the football team and my dream of becoming a football star.

My mother interrupted me at once and said, "forget your football dream. You have to help me."

I am alone now. "

Ferruccio recalled to sina finance and economics.

"Of course, if I were to make another election, I would definitely not choose to play football, but work for my own company.

I was lucky.

Because now I think, in the field of playing football, I do not expect much success.

Moreover, the most professional life of football stars is 35 years old.

If I join the family business again at the age of 35, is it possible for me to be prepared enough? "

Ferruccio said.

"Why do I end up in power?"

Ferruccio believes in this great mother.