Ferragamo's New Line Aims to Court Younger Market

Ferragamo is looking to freshen up its image as the flat of choice for uptown ladies with the launch of a new line, My Ferragamo. The collection's biggest selling point? The mid-heel.

As James Ferragamo told WWD, "We’re pushing midheels because, while there is an ample offering for flats and high-heel shoes, it’s not that way for medium heights, a segment with huge potential."

Mr. Ferragamo may be right that there are ample offerings in the flats and heels departments, but we're not entirely convinced that a mid-heel is really going to lure the younger set of clientele the brand so desperately needs to sway its image from "dignified lady's staple" to "downtown set's go-to." (Don't get us wrong, we think a good Ferragamo flat is worth its weight in gold -- it's just not exactly a viewpoint that the majority of the teenage buying public seems to share.)

The new shoes, which range from a medium-heeled pump to a suede boot -- will be available in a veritable rainbow of colors and are priced at about $275-$350, quite squarely in the mid-range for fashionable footwear. Expect to see My Ferragamo's offerings in stores come September.

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