FRACAP IS AN EXTRAORDINARY HANDICRAFT ENTERPRISE BASED IN MONTERONI.
FOR THREE GENERATIONS IT HAS BEEN PRODUCING SEWN SHOES AND BOOTS USING VEGETABLE TANNED ITALIAN LEATHER.
THE BRAND WE HAVE BUILT TODAY IS POSITIONED AMONG THE TOP THREE IN THE WORLD IN ITS NICHE.
I have been the company's creative director since 2014 looking after its image, providing my contribution in a comprehensive manner.
I deal with the marketing strategies, relations with worldwide boutiques and retailers, product and service innovation management.
The first level of my intervention was to build the brand based on the intrinsic values of the company that would have international appeal:
- Italian quality of products.
One of the most successful strategies was to use the shoe box tissue paper as a vehicle for storytelling. It was used to tell the story of the company, including technical descriptions to explain to the consumer the quality of the product as well as the family history.
In this way, the shoe box has become a marketing vehicle that continues to be one of the most recurring photos among those shared on costumers’ profiles.
Retail vs Consumers
One of the most challenging yet rewarding projects for the company was the nurturing of relationships with boutiques or retail brands with the aim of reaching the top ten in the world and, at the same time, building a network of a loyal customer base who, from anywhere in the world, could buy the product directly from the company.
The growth experienced over the years has led the company to place its products in world-class boutiques such as End Clothing in England, or New York’s Kith by Ronnie Fieg, one of the undisputed authorities in the world of sports fashion.
Other retailers include prestigious names such as Galerie La Fayette, Bergdorf Goodman, Harvey Nichols e Brandshop.
A strong point that became a marketing vehicle, has been to consider these stores as brands with which to work from an exclusive collection point of view.
Here you can see the details of one of the collaborations made with Ronnie Fieg and here, the article by Hypebeast on the collaboration with End Clothing.
For the consumer market, on the other hand, an ambitious and detailed strategy was studied which led to the structuring of a tailored sales service that allows buyers to completely customise the desired footwear in its every detail by using a configurator on the company's website.
Managed through social networks, this strategy has allowed the creation of a direct relationship with consumers and has seen an exponential growth in sales.
Therefore, Fracap currently provides its buyers with a service equal to that of considerably larger companies such as Nike.
visit the personalization project here
Social networks as a daily opportunity
Social networks are the tool through which the company communicates its activities with the world.
However, social networks have been used above all for a very specific purpose: to create relationships able to enhance the brand and fill existing communication gaps.
For this reason, I have built ties with some of the most influential photographers on the web, who would be able to provide not only quality material to be used in corporate lookbooks and in the direct promotion of the product, but also to propagate the brand given the high number of followers they have.
@benjaminhardman e @clementbreton are only but a few of the professionals who have collaborated with the brand.
Truth above all
AS A SMALL COMPANY WITH MEANS SIGNIFICANTLY LOWER THAN THOSE OF FASHION GIANTS WHO INVEST MILLIONS OF EUROS EVERY DAY TO SATURATE THE MARKET, THERE IS ONLY ONE THING TO DO: BE YOURSELF AND SAY IT AS SINCERELY AND CONVINCINGLY AS POSSIBLE.
THAT IS WHAT I DID FOR FRACAP, WITH THE CONVINCTION AND CERTAINTY THAT WORLD CONSUMERS NOWADAYS REQUIRE TRUTH IN ALL SECTORS, INCLUDING FASHION. I APPLIED THIS MANTRA AT ALL BUSINESS LEVELS, FROM REPLY EMAILS TO PROMOTIONAL VIDEOS, TO THE DIRECT RELATIONSHIP WITH THE REMARKABLE PROFESSIONALS OF THE RENOWNED BRANDS WITH WHOM WE COLLABORATED.
DAY AFTER DAY, THIS HAS ALLOWED TO BUILD A SOLID CREDIBILITY THAT CONTINUES TO GROW DAILY.