A press release and a party: that's all Salvatore Ferragamo needed to successfully launch their lush new women's scent, Signorina. But digital times call for more inspired strategy and so Ferragamo added another dimension: a brand new website.
The site, which officially launched on Monday, is dubbed "The Girls About Town." True to it's name, TGAT focuses on the inspirations and exploits of 'it girls' such as Alexandra and Theodora Richards, Bianca Balti, Lauren Remington Platt, and Rachel Chandler Guinness. These ladies who lunch and dine and party get up close and personal on TGAT by sharing their favorite meals, outfits and family anecdotes. Together, these abstract bits of info create a cohesive picture of who this site targets: stylish, young women who love life and live it with gusto. Yet more to the point, it seems to echo the spirit of the fragrance behind it: luxe, full of life and brimming with style.
Yet if the site seems limited in appeal to socialites and those who love them, don't be fooled. A tiny call to arms on the upper right page asking 'You' to be an It Girl shows major plans for expanding beyond that. I caught up with Vincent Ottomanelli, president of Ferragamo, USA to discuss those plans and dig a little deeper. See our Q&A below.
Zandile Blay: What can we expect to see on The Girls About Town website?
Vincent Ottomanelli: The Girls About Town site will give viewers an intimate glimpse into the lives of some of the world's most interesting and chic girls that embody the qualities of a Ferragamo Signorina. Endless content from beauty tips to favorite playlists and hot spots will be shared via video, photographs and text.
ZB: How does it embody the Signorina woman?
VO: The girls chosen for the site are all women who explore life with enthusiasm and passion, are young at heart and spirited and are all inherently refined with cultural backgrounds... which are the qualities that Creative Director Massimilano Giometti's "signorina" embodies.
ZB: What's the difference in content between TGAT holding site and it's Tumblr page it forwards to?
VO: There is no real difference in content...Tumblr is the platform to host the site, TGAT.
ZB: Why Theodora, Alexandra, Bianca, Lauren and Rachel for the scent and the site?
VO: [They all embody the fragrance] and Bianca Balti was chosen as the face of Signorina, by Creative Director Massimilano Giometti. He said, "I immediately thought of Bianca when it came to deciding who should represent the new fragrance. Bianca is a strikingly beautiful woman, but one with a well-defined personality and sensibility. Strong and determined but with a typically Italian natural sensuality. A young woman who perfectly symbolizes modernity and elegance.
ZB: Can we look forward to seeing any others celebs/socialites on TGAT?
VO: Stay tuned, as the site will continually to surprise followers with dynamic posts from other Girls About Town nationwide!
Check out the site now at www.TheGirlsAboutTown.com