Tod’s welcomes influencer Chiara Ferragni to its Board of Directors.

Chiara Ferragni has joined the board of directors of Tod’s, bringing a historic partnership to a new level. The union of one of the most recognizable voices of communication in Italy with one of the excellences of “made in Italy” has the aim of reaching out to a younger generation of consumers. The Italian company, which owns brands such as Roger Vivier and Hogan, has seen its shares soar more than 14% on the Milan stock exchange as investors welcomed this move.

“Chiara’s knowledge of the world of young people will certainly be extremely valuable,” Tod’s founder and Chairman Diego Della Valle said in a statement. Ferragni first collaborated with Tod’s in 2017 by creating the limited edition capsule collection ChiaraLovesTods.

Tod’s board of directors is made up of fifteen members. In addition to the company’s president, Diego Della Valle, there is his brother Andrea Della Valle, vice president of the company; Diego’s son, Emanuele; Umberto Macchi di Cellere, CEO of the Tod’s brand; and the group’s CFO, Emilio Macellari.

The Italian influencer launched the the ‘ChiaraLovesTods’ limited edition capsule collection in 2013 specializing solely in footwear. She later introduced T-shirts and sweatshirts. By fall 2021 she will launch her first total collection and her first eyewear capsule, which will be produced by Luxottica. Ferragni, who has twenty-three million followers on Instagram, turned to managerial roles in her company in 2017. She is president and CEO of The Blonde Salad, the company that manages her blog and business activities. Ferragni is also CEO and creative director of Serendipity, which manages her eponymous line.

Tod’s closed fiscal 2020, ended Dec. 31, with a 37% decline in sales, 300 company-owned stores worldwide and 103 franchises, compared to 290 company-owned stores and 115 franchises the previous year.

By Cosima Rattazzi

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