Furla is an Italian luxury brand which is famous for its simple and elegant design. It aims to be an expression of authentic Italian style, which means natural elegance, refinement and creativity. Its Italian design with style has made its mark on the international stage. Furlanetto founded it over 80 years ago and it still maintains family ownership combined with a managerial company structure. Furla express this way of management as a tradition that is constantly renewed.
Furla’s most famous series of products is “Candy Bags”. They are candy shaped bags in jelly like material. They are often in bright colors like yellow, red, pink, light blue and orange. Furla discribes them like this on its website: “‘Candy Bag’, icon of the fusion between innovation, creativity and tradition that characterize the brand Furla, is realized in a soft and resistant special type of pvc.The lovely metal lock that decorates the zipper closure of the bag and the brilliant colors in which it is made of, let Candy Bag to be a functional and fabulous must-have. You can buy it on-line or in every Furla store.” This series is designed to reach younger consumers to show their beauty of youth.
However, Furla now is more focused on promoting its bags other than Candy. The design emphasis more about the beauty of simplicity. Furla explains the design as Italian style, which means natural elegance, refinement and creativity. This kind of design targets to women in work place, while “Candy” is more suitable for weekend life. Besides handbags, Furla also produce accessories, watches and shoes.
Advertising Campaign:SPRING/SUMMER 2014 “Creativity Speaks Italian“. This campaign was shot in Paris by the emerging photographer Marton Perlaki. The French model Maud Le Fort represents the sophisticated yet casual kind of contemporary women. Furla in its website, said this about its campaign: “The campaign traces a multiple aesthetic narrative, touching on Furla’s exclusive line of jewellery, in which a philosophy of elegance and versatility pervades not only the products, but the very identity of the brand, becoming a true lifestyle experience embracing every aspect of modern living. “
Furla has a special project to interact with its consumers: WonderFurla. Consumers can upload their pictures in which they carry or wear a Furla product. Pictures will show on Furla’s websites and everyone can see how others are dressing to match Furla bags.
Its headquarters is in Bologna, in a historic 18th century villa, and it has 320 stores (2013) all over the world, from London to Tokyo, New York to Singapore. The products of Furla can be seen in most internationally well-known shopping streets, like Via dei Condotti in Rome, Rue Saint-Honorè in Paris, Ginza in Tokyo, Madison Avenue in New York and Regent Street in London.
Reference: Furla Weibo (2014), Retrieved February 12nd, 2014, from http://www.weibo.com/furlaofficial?topnav=1&wvr=5&topsug=1 Furla (2014),Retrieved February 12nd, 2014, from www.furla.com