Furla showcased a special-edition collection of its Metropolis
shoulder bags that can be personalised with different flaps, called #myplayfurla, at the recent TFWA World Exhibition.
With #myplayfurla, the customer chooses the colour of the main body of the bag
and then selects their desired flap, which is then snapped onto the main body.
The seven different flaps are heavily decorated and embroidered and are
country-specific. The countries include China, Japan, Africa and India. This
collection is being launched in January into travel retail as well as the
domestic market. Furla is making a special design for its opening at Harrods in
London Heathrow Airport.
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| Furla's #myplayfurla collection [Picture courtesy Essential Communications] |
"Tremendous progress"
The #myplayfurla collection was on show at the Cannes fair in October, where Global Travel Retail Director Gerry Munday spoke
of the “tremendous progress” Furla has made in travel retail again this year,
which reflects the upward momentum of the brand globally.
“The growth this year – especially given the challenging
environment that we all face – has been incredible,” she told a press
conference. “We’ve seen another 38% increase in travel retail turnover for the
first half of 2016 compared to the same period last year, while the group as a
whole is up 28%, so we’re growing ahead of the company.”
By the end of 2016, Furla will have 269 travel retail doors.
Munday said that growth was coming from “everywhere”. This year, up to the end
of August, the brand opened 22 new sales points in 20 locations from generic
stores to personalised corners and boutiques. “They include all five
continents, from Sydney to Casablanca, from Siem Reap to Birmingham, from
Mexico to Dubai, from Budapest to Myanmar. We’ve also expanded our cruise
business with a corner on the Queen Mary 2, while our inflight business,
through our partners SKYlink, has grown from 10 to 40 airlines.”
Most of the growth is coming from Asia, Munday continued,
but Europe is “surprisingly strong” and the rest of the year would see openings
with Gebr Heinemann at Cairo, Harrods at London Gatwick South, IDFS at
Marrakesh Menara, Shilla at Phuket (now open), and Top Pintercaioal LTDA at
Manaus International Airport.
Munday noted that the US was the smallest market, but she
was confident that the brand would see good growth in this region as well.
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| The Erica travel retail exclusive bag for Spring/Summer 2017 |
Travel retail exclusive products performing well
During the Cannes show, Furla showcased the Spring/Summer 17
collection, and also the ongoing development of its travel retail exclusive bag,
which changes with each collection. For SS17, the company has introduced the
Erica bag. This sits alongside the inflight exclusive products, which continue
to perform well thanks to SKYlink, she said.
The Erica model is described as a small, sophisticated and
extremely functional handbag in three bright colourways, each with an external
pouch in a contrasting colour. The style has two compartments plus one secured
with a zip for organising personal belongings.
The SS17 mainline collection, launching in January, is
inspired by Arabian architecture, tribal prints, hot desert sun, lush floral
colours and wild animal coats.
Bags become more functional than ever with softer and
lighter materials and an emphasis on styles which leave the hands free while
travelling: backpacks, cross-bodies, and reporters. At the same time, the
collection is more decorative with lines defined by embroidery, lace, laser
perforation, and adornments such as tassels, fringes, charms and knots. New
leathers and materials see Gomma PVC combined with vit. Oasis calfskin;
inflatable bags in metallic and bright colours; and strong fabrics inspired by
weaving and rope techniques.
Throughout the season the palette develops from soft
romantic shades to hot summer colours. Neutrals such as Petalo, Acero,
Moonstone, Cappuccino and Sabbia contrast with Pesci, Ruby, Blu Ginepri and
Malachite. As the season moves on, stronger colours such as Mango, Senape,
Torches and Navy are introduced, while by mid-summer desert sand colours
combine with sun golds and night silvers to reflect the moon and stars.
Similarly, prints journey through soft lace and denim to animal (St Giaguaro,
St Zebra, St Pitone), stronger graphic designs, and weave fabrics.
Collaboration with fashion illustrator
Newness is found in terms of shapes, materials and function.
Metropolis remains a top-selling style for Furla. Metropolis Mask results from
a collaboration with graphic fashion illustrator Domenico Principato, who has
created three prints mixing tribal elements with shaman masks. The bags are available
as a mini cross-body or shoulder bag.
Totes are important for SS17. A new style, Lucky, has a
strong identity with strong solid, colour-block and graphic designs enriched
with stud details. In the vit. Fleu Soft leather model, this iconic and functional shape
is expected to appeal to women of all ages and regions.
Totes also feature in Vittoria, along with new drawstring shapes
that give the style a fresh look. Lightweight, unlined construction along with
a detachable internal pouch makes this a functional yet stylish bag. For
glamorous nights, Vittoria Glam in vit. Fleu Soft Resinato with a woven panel
is inspired by tribal elements. It is available in solid colours or
colour-block variations.
For the business traveller, whether man or woman, the offer
has no defined boundaries between the sexes. Soft leathers in smooth or
grained, ostrich prints and waterproof fabrics are used for a range of business
and casual bags.
The collection is completed by a full range of small
leathergoods, textiles and – for SS17 – a wider range of men’s belts.
Reversible and fully adjustable with a choice of buckle designs, materials and
colours, belts are expected to be one of the biggest growth sectors in travel
retail, and ideal for both ground and inflight sales, said Munday.
