Company Profile - Sandro Ferrone

Company Profile

The Beginnings
Alessandro Ferrone laid the foundations for what is today FERRONE Spa.
His entrepreneurial and human qualities enabled him to transform the fabrics trade he began
immediately after WWII into a veritable industry, starting up and developing all phases of the
textiles market.
Today Ferrone Spa produces and exports worldwide 2 million articles of clothing every year, with
a portfolio of two brands, SANDRO FERRONE and SWEET SIZE (this last line was created in
2003) with a practise positioning in terms of style, price and distribution channel.
Alessandro Ferrone was appointed Cavaliere del Lavoro (Knight of Labour) in June 2005 by the
Federazione Nazionale di Cavalieri del Lavoro.
What they say about us
FERRONE, A REVOLUTION IN FAST FASHION, “IL GIORNALE”
The daily Il Giornale dedicated an entire article to Spa “a company converted in the 1990’s into
a join stock company is not feeling the crisis. Ready to expand throughout northern Italy, it
recently launched three new franchise points of sale”.
THE ROMAN KING OF READY-TO-WEAR FASHION, “IL SOLE 24 ORE”
The daily Il Sole 24 ore speaks of Roman businessman Alessandro Ferrone as “... a Roman
businessman who is not feeling the crisis, and indeed in this dark period has a plan to open new
franchised shops: 3 in Milan”.
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Company profile
SANDRO FERRONE today is an extraordinary name in the panorama of fast fashion
MADE IN ITALY. Since the beginnings SANDRO FERRONE brand has positioned itself well in the
market of contemporary clothing.
Its presence in the Italian and international commercial areas consists of a network of singlebrand
retailers for which SANDRO FERRONE represents a real opportunity for success. Sandro
Ferrone is present with an ever-increasing number of franchises in Italy and abroad.
The solid energy between POS service, quality and excellent price balance is repaid by great
trust on the part of the trade and the final customer.
There are many POS positioned worldwide; in Italy, they are located mainly located in the
Central and Southern part of the country, where the firm is present with some 100 single-brand
POS including three recent boutiques in MILAN and 30 in Rome positioned in perfect balance
among the main tourist routes and shopping centres where this brand is an uncontested leader.
The SANDRO FERRONE brand is present internationally in Portugal, Spain, France, and Saudi
Arabia.
In addition to single-brand distribution, there is a growing number of multibrand shops, well
selected and vetted.
The company’s philosophy is to have kept up with the daily tastes and trends among Italian
women. From the manufacturer to the customer, with no niddlemen; winning intuition, today the
cornerstone of a philosophy that points to a linear and immediate distribution chain.
SWEET-SIZE The new SWEET SIZE collection, from Sandro Ferrone, was created in 2003
to satisfy the women’s desires who wear “sweet sizes”, free from the totem of size 42 at any
rate. When we speak of large sizes, we are dealing with an article of covering that covers more
that it dresses, often very classic, and at a high price. Sandro Ferrone has overthrown this status
quo and is producing cutting-edge, trendy clothing that enhances the softness and sensuality
of women, attracting even young customers.
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Business system
Key concept:
• a basic collection 800 models
• quality/price balance
• real time restocking of the fastest-selling models
• weekly small flash ads
• flash ads designed for SALES (retailers mark-on percentage unchanged)
• purchase timing designed to optimise warehouse inventories
• personalised retailers support
Objectives:
• prompt updating of the POS image
• low percentage of inventory prior to the retailers’ sales periods (10% of
seasonal business volume)
• low risk of unsold product at POS (purchased broken down into small
quantities weekly)
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Timing of the collections
FALL-WINTER
SPRING/SUMMER
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STRENGTHS
FAST FASHION Model
The philosophy of the SANDRO FERRONE brand is inspired by large scale retailing, “a readyto-wear
fashion system, very fast, with times very close to market needs”.
In our seasonal offerings, 60% of the products turn over constantly, so that there is always
something new, with consequent optimisation of the POS warehouse, which at the end of the
season never has an inventory of more than 5% of the volume of merchandise purchased.
Compared to the traditional model of two collections a year, Sandro Ferrone introduces the
concept of “five collections” distributed and sold with the same speed at which market attitudes
and behaviours change.
Final customers know that the brand renews its offer every week, and they visit the POS often
(at least twelve times a year, compared with 4 for the competition).
The advantages of investing with us
The Sandro Ferrone brand is not just a reliable boutique but a solid franchisor with decades of
experience with the clothing market experience and its dynamics.
Simple, effective management
Thanks to the company’s operational and technical support, even the new business owner can
act with the security of the experienced businessman in creating a pleasing and popular
boutique.
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Showroom
SHOWROOM in Italy
Milano
Roma
Bologna
Catania
Bari
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SHOWROOM abroad
Spain
Portugal
Greece
Norway
Austria
Mexico
For retail management, the company has a retail division that handles selection and all
assistance services for the POS, such as:
Visual - Merchandising - Computer Support - Store Concept and Design

Advertising campaigns
Sandro Ferrone
SANDRO FERRONE Sandro Ferrone has always stood out for its strong identity and
impact due to outdoor advertising designed especially for franchising, and with the use of
celebrity spokespersons, real entertainment stars and all of them Italian. The company also
conducts intense public relations work, which has been rewarded with growing visibility in many
televisions programmes and movies.
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Advertising campaigns
Sweet Size
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Outdoor advertising in Italy
Maxi billboards
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Maxi billboards
MILANO – Quadrilatero della Moda
Maxi billboards
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The company always creates something more in outdoor advertising. Major advertising
campaigns are planned every sales season to support retailer sell out.
The main advertising and promotional channels used are:
billboards, internet, press (dailies)
Major celebrity, spokespersons (from the model AFEF to actress SABRINA FERILLI, and the
current celebrity spokesperson MANUELA ARCURI) are selected to support the brand and
make it more visible in the marketplace.
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Sandro Ferrone in the web
The evolution towards digital communication is handled by the company, which integrates into
a single flow its communication, style and corporate management.
This brand’s style in fact, involves offering micro-collections that are renewed weekly.
Customers are accustomed to seeking out new ideas, new emotions, new sensations, and the
magic can occur if everything follows a perfect line going from the genius of the stylists to the
manufacture of the clothing, to logistic, warehouse management and shipping. And now there
is online the Sandro Ferrone magazine - an area reserved just for B2B area business.
The web is simply an environment without walls, without geographic references but otherwise it
is completely like a showroom.
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The Community on Facebook
SANDRO FERRONE decided two year ago to participate in the conversation with his fans. The
company’s intention is to build a place where FANS can express themselves and communicate with
the Brand and its Staff.
Fans currently on Facebook adore the style of the SANDRO FERRONE brand and demonstrate this
constantly, with spontaneous groups and highly enthusiastic comments!
Facebook has complete changed the view of the company, making it “more human”.
Mow the pages are much closer to the profile of the user.
The activity on the pages is reported at home, and even they participate in the virtual game of “Share”
and “I like”. The same is true for the company’s Status.
This facilitates the conversation and participation with great benefits for the SANDRO FERRONE brand.
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Press
Television Programme “SKY SPORT”
ILARIA D’AMICO
RED CARPET “FESTIVAL DEL CINEMA”
LUNETTA SAVINO
IL SOLE 24ORE
interwiew to SANDRO FERRONE
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Retail
Stores management
• Franchising
• Shop in Shop
• Multibrands
Store concept
• A team of in-house architects develops the SANDRO FERRONE and SWEET
SIZE store concept and coordinates the franchise store openings.
Visual merchandising
• Creates the windows for each season, coordinates shop acquisition and
plans periodic efforts with each POS worldwide to build a unified brand
identity.
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POS design
ROMA EUROMA2
MILANO MARGHERA
MILANO BUENOSAIRES
MILANO VITTORIO EMANUELE
Planning and design involves the entire redefinition of the interior space, which we try to design based
on the POS’s type and location; cities and shopping centre.
The SANDRO FERRONE points of sale feature modern, innovative furnishings placed in very discreet
ways. When designing, our architects try to focus attention on light, diffused in some areas and scenic
in others, on the lighted outdoor sign enhancing the entrance and window which, when possible made
with a single leaf and completely transparent glass.
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Store Concept
“Shopping Centre”
Single-brand shops in shopping centres are offered to customers as direct spaces where every display
environment is designed to give the customer the utmost freedom of choice, in accordance with the
shop’s ready-to-wear philosophy, refined and immediate, Fashions and accessories are displayed to
be touched, taken into the dressing room, tried on and purchased easily. It is the easy philosophy of
fast fashion that our team of architects has interpreted according to the architectural lexicon of interiors
with special attention to the customer, capable of conveying a familiar atmosphere, and at the same
time an elegant and refined one. This is an example of a store concept dedicated above all to the new
architectural phenomenon of the shopping centre that so characterises lifestyles in contemporary
society.
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Store Concept
“City”
The SANDRO FERRONE franchises located in the cities are always planned with different designs
depending on the type of POS. Often modern architectural styles that stand out from one another with
constant and daring contrasts of shiny and opaque surfaces and plays of light and shadow that make
the shop atmosphere elegant and exciting. Specious entrances, transparent, inviting, with broad
windows that look out onto the main streets of the city and provide an ample view of the shop from
outside. The furnishings and materials in neutral tones blend together and give the entire ambience a
clear sense of space.
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Address
BOUTIQUES LOMBARDIA • MILANO • C.so Vittorio Emanuele II, 15 tel. 02 795.651 • C.so Buenos Aires, 77/A tel.
02 670.722.20 • Via Marghera,1 tel. 02 485.16.293 • PAVIA • Via Mascheroni, 21 tel. 0382 21.071 • LAZIO • ROMA
• Via del Corso, 151 tel. 06 67.91.402 • Via Nazionale, 20 tel. 06 48.81.310 • Via del Tritone, 120 tel. 06 42.01.25.01
• Via del Babuino, 49 tel. 06 32.33.795 • Via Fabio Massimo, 23 tel. 06 32.15.091 • Viale Libia, 66 tel. 06 86.21.44.74
• Viale Europa, 138 tel. 06 59.26.668 • Via Ugo Ojetti, 39 tel. 06 82.00.08.17 • Via Salaria, 12/14 tel. 06 45.54.05.46
• Viale G. Marconi, 116 tel. 06 55.66.378 • Via Boccea, 51d tel. 06 66.29.028 • Piazza Balduina 56/57 tel 06
35.34.41.63 • Via di Acqua Bullicante, 357 tel. 06 27.80.10.17 • Via Solferino, 17 tel. 06 44.34.01.637 • Via Volturno,
36 tel. 06 48.27.605 • Via dei Colli Portuensi, 396 tel. 06 65.74.00.03 • Via Casilina, 1940d tel. 06 20.76.23.65 • C.C.
Porta di Roma Via Alberto Lionello, 201 tel. 06 87.07.06.06 • C.C. Romanina GRA 19/20 tel. 06 72.33.590 • C.C.
RomaEst Via Collatina Km 12,800 tel. 06 22.51.08.74 • C.C. I Granai Via M. Rigamonti tel. 06 51.95.60.96 • C.C.
Cinecittà 2 Via Palmiro Togliatti, 2 tel. 06 72.90.73.39 • C.C. Primavera V.le della Primavera, 194 tel. 06 24.11.335 •
C.C. EurRoma2 Via dell’Oceano Pacifico tel. 06 97.84.29.78 • C.C. Casilina Via Casilina tel. 06 26.61.79 • C.C. Casetta
Mattei Via dei Sampieri 92 tel. 06 651.92.682 • OSTIA (RM) • Via delle Baleniere, 128 tel. 06 56.93.845 • FIUMICINO
(RM) • C.C. Parco Leonardo Via Portuense, 2000 tel. 06 45.55.43.45 • CAPENA (RM) • C.C. L’Arca Via Tiberina Km
16,400 tel. 06 97.60.77.01 • VELLETRI (RM) • Via del Comune, 3/7 tel. 06 97.60.96.50 • NETTUNO (RM) • Galleria
Lumaca Via Romana, 41 tel. 06 97.84.69.43 • ARDEA (RM) • Largo Parco della Vittoria, 15 tel. 06 91.37.547 • LATINA
• Via Carlo Alberto, 21 tel. 0773 47.35.65 • ALATRI (FR) • Via Monte Lena, 10 tel. 0775 40.77.52 • ANAGNI (FR) • Via
G. Giminiani, 1 tel. 0775 72.61.30 • VENETO • PADOVA Via San Fermo Next Opening • PIEMONTE • MONCALIERI
(TO) • C.C. 45 Nord Via F. Postiglione, 1 tel. 011 68.10.263 • EMILIA ROMAGNA • PARMA • Borgo Tommasini, 9 tel.
0521.18.12.172 • TOSCANA • FORTE DEI MARMI (LU) • Via G. Carducci, 14 tel. 0584 83.283 • PIETRASANTA (LU)
• Piazza Duomo, 17 tel. 0584 72.027 • LIDO DI CAMAIORE (LU) • Viale Europa, 82 tel. 0584 61.77.74 • SICILIA •
PALERMO • Via Principe di Belmonte, 104 tel. 091 32.39.32 • Via Sciuti, 70 tel. 091 78.29.332 • Viale Strasburgo, 171
tel. 091 51.73.35 • BAGHERIA (PA) • Via Libertà,16 tel 091.96.95.45 • GIARRE (CT) • Via Gallipoli, 242 tel. 095
77.91.354 • ADRANO (CT) • Via Garibaldi, 83 tel. 095 76.95.351 • S. GIOVANNI LA PUNTA (CT) • C.C. I Portali tel.
095 72.26.428 • PATERNO’ (CT) • Via Macchiavelli, 71 tel. 095 85.46.25 • MESSINA • Via Risorgimento,22 tel. 090
77.11.81 • MILAZZO (ME) • Via Luigi Rizzo, 19 tel. 090 92.40.459 • CAPO D’ORLANDO (ME) • Via Vittorio Veneto
tel. 0941 19.12.853 • MODICA (RG) • Via Sacro Cuore, 66 tel. 0932 75.31.98 • TRAPANI • Via Vito Sorba, 5 tel. 0923
59.30.57 • CASTELVETRANO (TP) • Via Vittorio Emanuele, 28 • SIRACUSA • Via Tisia, 34-36 tel. 0931 44.36.57 •
CARLENTINI (SR) • Via Etnea, 160 tel. 095 783.19.41 • SCIACCA (AG) • Via Giuseppe Licata, 157 tel. +39 0925
86.090 • CAMPANIA • CASERTA • Via G. Alois, 16 tel. 0823 35.33.05 • CAVA DEI TIRRENI (SA) • C.so Umberto I,
263 tel. 089 44.35.24 • PUGLIA • BARI • Via Argiro, 98 tel. 080 52.14.265 • FOGGIA • C.so Giannone, 20 tel. 0881
77.54.09 • LUCERA (FG) • Piazza Duomo, 21 tel. 0881 29.61.34 • SAN GIOVANNI ROTONDO (FG) • Corso Roma,
34 tel. 0882 41.31.33 • MONOPOLI (BA) • Via Magenta, 12 tel. 080 74.81.60 • GINOSA (TA) • Via G. Matteotti, 54
tel. 099 82.44.636 • BARLETTA (BAT) • Via L. De Nittis, 12b tel. 0883 390.941 • ANDRIA (BAT) • Corso Cavour, 118
• ABRUZZO • AVEZZANO (AQ) • C.C. I Marsi Via Tiburtina Valeria, Km 112,21 tel. 0863 44.15.04 • TERAMO • C.so
de Michetti, 5 tel. 0861 24.01.90 • UMBRIA • SPOLETO (PG) • Via Portafuga, 8 tel. 0743 22.50.09 • MOLISE •
CAMPOBASSO • Corso Vittorio Emanuele, 25 tel. 0874 41.83.07 • MARCHE • ASCOLI PICENO • Corso Mazzini,
186 tel. 0736 25.40.66 • CALABRIA • COSENZA • C.so Mazzini, 286 tel. 0984 76.366 • RENDE (CS) • Viale Kennedy,
68 tel. 0984 46.38.99 • SARDEGNA • CAGLIARI • Via Lo Frasso 10/12 tel. 070 66.03.33 • Via Manno, 5/7 tel. 070
66.87.47 • NUORO • Via IV Novembre, 8 tel. 0784 32.876 • CARBONIA (CI) • Via A. Gramsci, 93 tel. 0781 62.400
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Address
SHOP IN SHOP LAZIO ROMA • TEICHNER Via Appia Nuova, 2 tel. 06 70.00.934 • ROMANA SIR Via Lucrezia
Romana GRA Km 42.600 tel. 06 72.67.02.96 • DA CIMA A FONDO Via della Lite, 70 tel. 06 20.60.90.08 • C.C. LE
TORRI Via A. Aspertini, 390 tel. 06 20.62.70.72 • C.C. AUCHAN Via A. Pollio, 54 tel. 06 43.59.94.63 • VITERBO •
SALOME’ Corso Italia, 70/72 tel. 0761 32.12.79 • TIVOLI (RM) • L’ALTRA DONNA Via del Trevio, 42 tel. 0774 31.46.50
• MONTEROTONDO (RM) • PIÚ DONNA PIÚ Via dello Stadio, 35d tel. 06 90.66.720 • FROSINONE • CHIARA D Via
Firenze, 8 tel. 0775 85.42.79 • LADISPOLI (RM) • TREDONNE Via Palermo, 78d tel. 06 99.48.459 • APRILIA (LT) •
MAX Via degli Oleandri, 18 tel. 06 92.75.405 • POMEZIA (RM) • MAX Via Roma, 48 tel. 06 91.12.189 • TOSCANA •
AREZZO • FURBIZIA Via Marco Perennio, 80 tel. 0575 35.11.06 • PUGLIA • TARANTO • EQUILIBRIO Via Di Palma,
120 tel. 099 45.32.145 • LECCE • CITY MODA Via De Mura (tang. Est) tel. 0832 45.55.91 • MODUGNO (BA) • CITY
MODA SS 96 Km 115 tel. 080 53.57.255 • SICILIA • PALERMO • VIA GLUCK Corso Finocchiaro Aprile, 155 tel. 091
21.82.00 • CATANIA • EPOCA Via Umberto I, 50 tel. 095 31.01.35 • CALTAGIRONE (CT) • INTERLANDI Viale Europa
tel. 0933 22.214 • CAMPANIA • SALERNO • VOG Via dei Principati, 28/42 tel. 089 23.71.38 • NOLA (NA) • REGINE
C.so Tommaso Vitale, 125 tel 081.82.39.995 • CASORIA (NA) • MAXI BRUMMEL Via Circ. Esterna tel. 081 54.04.070
• AVELLINO • VOGUE P.zza de Marsico, 18 tel 0825 78.03.32 • BENEVENTO • VOGUE Corso Garibaldi, 141-143 tel.
0824 29.160 • ABRUZZO • PESCARA • BOSONE C.so Vittorio Emanuele, 120 tel. 085 422.56.44 • BOSONE C.so
Umberto, 104 tel. 085 36.145
INTERNATIONAL BOUTIQUES SPAGNA PAMPLONA Calle de Garcia Ximènez, 4 tel. +34 94.82.13.273 • TALAVERA
DE LA REINA (TOLEDO) Calle Trinidad 17 tel. +34 925. 810.254 • MURCIA C.de La Plateria, 44 (Plaza Jofre) • CADIZ
Calle Ancha, 13 tel. +34 956.289.211 • SANTA CRUZ DE LA PALMA Calle Diaz Pimienta, 11 Los Llanos • FRANCIA
• CAEN • Rue Neuve Saint Jean, 17 tel. +33 02 31.50.16.69. • PORTOGALLO • LISBONA • Armazens do Chiado –
Rua do Carmo, 2 tel. +35 12.13.43.11.22 • Praça de Londres, 5d tel. +35 12.18.47.03.14 • Centro Comercial Fonte
Nova, Estrada de Benfica, 503 tel. +35 12.17.14.47.68 • ALFRAGIDE Centro Comercial Allegro tel. +35
12.12.36.15.90 • FUNCHAL (MADEIRA) Maderiashopping, Caminho de Santa Quitera, 45 tel. +35 12.91.77.64.48 •
ALMADA Forum Almada, Estrada do Caminho Municipal, nr 1011 tel. +35 12.12.59.61.73 • CARCAVELOS (CASCAIS)
Riviera Center, Rua Bartolomeu Dias tel. + 35 12.13.43.11.22 • ARABIA SAUDITA • RIYADH • Al-Hayat Mall King
Abdulaziz road tel. +966 1.20.56.908 • Riyadh Galleria Mall – King Fahd Road tel. +966 1.20.56.908 • MALTA •
SLIEMA • Bisazza Str C/W Tower Rd. tel. +356 213.40.936 • ALBANIA • TIRANA • RR Sami Frasheri, Pall.16 Katesh,
Perballe Drejtorise Se Polocise tel. +355 2 273 801 • Rruga Brigata VIII tel. +355 54.27.16.24 • LETTONIA • RIGA •
T/C SPICE Lielirbes, 29 tel. +371 26.00.77.33
INTERNATIONAL SHOP IN SHOP LIBANO BEIRUT • ABC Achrafieh branch- Beirut tel. +961 1.21.28.88 • ABC
Dbayeh branch tel. + 961 4.41.60.00 • ISRAELE • KFAR SHMARIAU • Dereh Aga Nim, 2 tel. +972 95.81.799 •
CANADA • TORONTO ONTARIO • SANDRO Bayview Village Shopping Center, 2910 tel. +1 416.22.13.033 •
FRANCIA • PARIGI • 94 Rue de Cambronne tel. +33 1.58.45.22.84
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Address
Ferrone S.p.A.
Via Alberto Bergamini, 69
00159 ROMA - ITALY
Telephone
(+39) 06.43.94.747
Fax
(+39) 06.43.58.75.02
Contacts
info@sandroferrone.it
ufficiostampa@sandroferrone.it
infofranchising@sandroferrone.it
Web address
www.sandroferrone.it
www.sweetsize.it
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