Eraldo Poletto to launch “affordable luxury” with Furla in India

Eraldo Poletto over six feet tall lean frame filled the leather chair he was comfortable as he ordered the evening tea. Having visited India several times the Italian CEO over the reins of "affordable luxury" over Rs 1,200 crore Bologna brand Furla base took place two years ago, seems very comfortable when discussing it, is economic, infrastructure barriers India or one of his favorite god Ganesha . Poletto, whose two-day visit is to start at the Palladium in Mumbai Furla a luxury destination high street brands, is the fact that Furla is relatively unknown in India unimpressed. "It's a challenge because we are new and there is also a chance, because we are again. Hermes Kelly 35CM Handbags To "affordable luxury" (price between Rs 3.500 to 50.000 in India) in a market like India, where the middle class will always be a great opportunity because it's a new field, while the challenge is ideas on how to get there "says Poletto, whose confidence may come from the fact that more than 70% of their total business come revenues from international markets. With a wide distribution in 63 countries and a presence Furla decade both in Japan now 26% contributes to the body and Asia Pacific 12%, knows both his Poletto growing Asian markets. Furla Force points to Poletto, lies in the fact that, although many international brands have spoken has, no one has entered in India in this affordable luxury Furla to get the advantage of the first to make a mistake and the correct time. The largest of its competitors, is a coach, American brand bag yet and they do not compete with the luxury and mid-market. "It's really up to us to find the right places, the right marketing and branding - so know people who we are - an Italian brand with a strong heritage and a true story with a wide range of products, components of which are funny, colorful, content with great fashion and quality at a price that fits "in the segment that is growing in India, says Poletto. India has plans for 20 stores in five years in the country who feels the CEO, is a very conservative estimate gauge feedback from the sales in the months since the soft launch of the store in Mumbai. The demographic situation in India, unlike in Europe, is a much younger target consumer group for Furla aged between 25-45 is why Poletto, they concentrated live and lead in this, and not to the past Furla work because "sometimes the past not really help "brands, he said. History and culture does not mean they are always correct and that the leaders take a dip in Furla is for learning and change strategy and direction where necessary. To a new market for his Poletto, is a chance for a fresh start, take the best from the past and to learn from mistakes in other new markets. "While globalization is a strategy, we must be sensitive to the needs of the local market," says Poletto. Far and show the learning of their brands, "that the Indian consumer is attracted as much this evening wear, special occasions, colors, more attention to what compared gold to silver, leans more bling, look for creative decoration and hear this needs and respect is important for brands. "There must be two-way communication between the brand and the consumer, brands not be forcing a lifestyle on the consumer. Globalization is not the Western model in the Asian market, which will not work to impose. One size fits all, and without any price is a thing of the past "says Poletto.