MILAN — “Nothing will be as before.”
Tod’s chief govt officer Diego Della Valle, regardless of the after-effects of the coronavirus pandemic, has a optimistic message to convey.
The Italian leather-based items and style group will launch a brand new communications undertaking that may bow in September and final by means of the winter.
Called “Tod’s Together,” the marketing campaign is symbolic of unity and solidarity — after months of social distancing and isolation. “We want to give a positive signal,” Della Valle informed WWD. “We want to say we are here, we want to help. Italians are smart, we can’t forget what happened, but we don’t want the mood to continue to be negative. People want to get back together, to start living again, to go out in the open with friends and families. It’s been tough for everyone.”
Magnum photojournalist Alex Majoli will start to lens the marketing campaign on Monday, however Della Valle was mum on the casting. “It will be an open stage, with daily life images, whether it’s someone walking their dog on the street, or two lovebirds on a scooter.”
The marketing campaign will roll out on digital and conventional channels and media.
“Tod’s Together celebrates friendship, kindness and the pleasure of seeing each other. It’s a campaign that illustrates Italian taste and know-how,” defined Della Valle.
Della Valle, who has over time spearheaded a number of charitable initiatives and the restoration of Italian landmarks such because the Colosseum, mentioned it is a second “to be close to our employees, to support those in need, those who have lost loved ones.” The marketing campaign is supposed to be “not aggressive and elegant.”
As reported, Diego and his brother Andrea Della Valle, vice chairman of Tod’s SpA are waiving their remunerations for the 12 months 2020 and the corporate is not going to distribute any dividends.
The vacation spot of 1 p.c of consolidated internet revenue final 12 months, which corresponds to 456,588 euros, to pursue solidarity tasks was confirmed.
Della Valle final month touted a powerful begin to the 12 months on the firm, which contains the Tod’s, Roger Vivier, Hogan and Fay manufacturers, with development in all markets. But this was halted by the COVID-19 outbreak, which drove gross sales down nearly 30 p.c within the first quarter.
Della Valle on Thursday mentioned he was “thinking of 2021,” assured within the group’s long-term methods and leveraging the group’s timeless and long-lasting merchandise — an asset at this second. His perception is that individuals in the course of the lockdown rediscovered acquainted items, “an old jacket or a bag that had been forgotten. Having to stop, there was no need to rush out and go buy the next new thing. There is a newfound desire for history and objects close to our hearts.”
The entrepreneur hinted at a brand new communication technique final month, commenting on first-quarter outcomes. “We are preparing a brand new design, marketing and communication plan that takes into account the people’s habit of using the web more and more, which in the future will be increasingly protagonist in spreading products, stories and all that which will be used to communicate and will also help our e-commerce division, which is growing very solidly,” Della Valle mentioned on the time.
He remarked on the event of e-commerce and the rise in gross sales of the corporate’s shops, “the two pillars, that will allow the group to obtain the necessary growth in a relatively short time and on this we will focus our greatest efforts. We will continue, more and more emphatically, to support the philosophy of our brands, that enhance the great quality, exclusivity and uniqueness, values that are becoming increasingly relevant in this period.”