Tod's plans to avoid competitive fashion
Tod's is looking to separate itself from the “competitive” players in fashion.
The Italian brand, also known as Tod’s Group, is famous for its luxury shoes and leather goods, with former womenswear creative director Alessandra Facchinetti showing its first-ever runway show back in 2013 after taking over from Derek Lam.
But it seems Tod’s is looking to move away from the mainstream, as chief financial officer Emilio Macellari explains the company's true ethos.
“Tod’s stands for quality and Italian lifestyle, not fashion,” Macellari told Footwear News. “There is fashion from many players and we don’t want to be part of this competitive group. We tried to do fashion with Facchinetti, but according to market response, fashion is not what a client coming to a Tod’s store is looking for.”
The CFO added he’s “relaxed” that the market is in reach though, despite decreases in revenues and and profitability during the first half of this year (17), drawing attention to the sold-out spring/summer products. He puts this success down to the brand now creating “less complicated products” than the ones dreamed up by Facchinetti and notes many of the new items focus more on Tod’s heritage.
“Our idea is to keep these kinds of more iconic products inside the collection with less exposure to fashion,” Macellari said.
“Our primary goal is to keep our products in the highest range of craftsmanship and as expression of the best Italian lifestyle in the world,” Diego Della Valle, chairman and chief executive officer of the group, added. “That’s the reason why we are aiming at having more and more exclusive and expensive products, although this forces us to be more selective in distribution.”
Andrea Incontri is currently creative director of the brand’s men’s collection, though Tod’s has yet to name a replacement for Facchinetti, who left last May (16).