From left: Candy bag, Candy clutch, Candy Vanilla
Mention Furla and visions of colourful Candy bags are conjured up. So it’s natural for us to dive into the topic of arm candy when we meet the Italian brand’s CEO, Eraldo Poletto.
Eraldo Poletto, CEO of Furla
Women everywhere have a soft spot for the bag named after candy because as Poletto tells us, it looks like a piece of candy. Which female doesn’t like sweets?
Poletto’s pride is evident, “With the Candy bag, we wanted to blend a traditional shape – the Boston – with something innovative, fun and colourful and also pushes the envelope in terms of technology. Just like candy, the bag is fun and connects with the younger generation.”
Don’t forget about the Piper
But it’s not all about fun and games. After all, the Italian lifestyle label is known foremost for its classic leather accessories and workmanship.
Three versions of the Piper Lux
On the other end of the spectrum from the Candy bag is the Piper, a structured leather bag with such a versatile and timeless design that it has become one of the iconic bags in the Furla stable. But when pressed to say which bag is the one every woman should own, Poletto found it tough to play favourites.
“My dream is multiple bags for every woman,” confessed the CEO. Not only for the Italian brand’s bottom line but to cater to the customer’s needs and personality. And don’t we all know that women have multi-personalities.
A bag for every personality
The Candy is fun and perfect for that moment of craziness while everyone must have a classic piece and that’s the Piper. As for that showstopper, it has to be the Polaris. “It’s an eclectic bag, fashionable with a unique shape,” said Poletto as he pointed out how trends like colourblocking and a mix of texture are easily applied to the Polaris.
Fun, classic, fashionable – these personalities of the three bags perfectly fit the description of the modern woman. Why this is indeed a man – and brand – who knows the customer very well.
This makes perfect sense as Poletto tells us about the Silk Road concept that focuses on personalising the shopping experience for the customer. It traces 15 cities from New York to Beijing, including Singapore. The Furla shopper is a global citizen who doesn’t just belong to one country and the CEO’s aim is to make sure she is recognised at any Furla stores in the world, not just in her home country.
“You feel at home, it’s a kind of club. In the old days, a club is a place to find support and help,” explained Poletto. Well, when he puts it in that way, that’s one club we don’t mind belonging to.
For more information, go to www.furla.com/oc/. Follow the brand on Facebook at www.facebook.com/furla.official and on Twitter @Furla.