Furla reinvents itself and triumphs

A few months ago The New York Times explained how Furla and Longchamp were transforming into silent luxury by turning around not only their models and products —creative direction—, but also their income statements.

Taking advantage of the economic recovery in the countries of great consumption of the so-called "affordable luxury" in the last twelve months, both Furla and Longchamp have managed to position themselves once again among the "fashionable" firms in the sector. Together with the accessories brands Coach or Kate Spade, these two brands are demonstrating their ability to reinvent themselves in a sector that seemed depressed. The executives of both companies have managed to revive them and make them sexy for the market and for the first time have seen sales increase in double digits.

Both Furla and Longchamp are family businesses, off the radar of the big luxury multinationals, and that little by little have emerged from the crisis quietly, but with effective advertising campaigns.

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Furla reinvents herself and triumphs

Longchamp posted sales of $642 million and its legendary canvas and leather foldover bag has been reinvented in colors, styles and sizes, returning as a "must-have" in the world of travel.

For his part, Furla has also done his homework. And that seemed practically impossible. Just as Longchamp had an iconic model to reinvent, for Furla the starting situation after the crisis was different. First it was a luxury leather goods brand and from there it went to outlets, a circuit that is very difficult to leave. But they have. Its bags are already starting to sell for $450 or more in the United States, which is considered "affordable luxury," and the firm has reinvented itself online. Made in Italy is synonymous with quality in the United States —if Italians have been doing something well for decades, it is selling their brand as the quintessential good thing, even if it isn't.