The Best ofIntima & Swim Edit
Sofia Ciucchi: the New General Director at Ermanno Scervino
05 June 2020
Ermanno Scervino entrusts the general management to Sofia Ciucchi and designs a new development strategy. The lingerie and beachwear will be presented in July with a new marketing formula.
After several months of cooperation, Sofia Chiucca was officially appointed Managing Director of Ermanno Scervino, reporting directly to the company's president and CEO, Tony Scervino.
A 52-year-old Florentine and graduate in economics at Bocconi University in Milan, Ciucchi boasts a long career in the luxury goods and accessories sector. She began on her path (and stayed for 20 years) at the Ferragamo group where she eventually became the Deputy Managing Director. For the past three years, she has been at the head of Il Bisonte, a historic company that she had undertaken to revive alongside the English investment fund Palamon.
About this decision, Toni Scervino commented that:
"We started collaborating with Sofia when she joined our Board of Directors last November. We had been working hard to establish a plan for the future of the business in the coming years and prepare the team. It was time to make a decision.
We have redefined the strategic priorities and the development axes in terms of products and markets. Despite the health crisis, we have strengthened our position in merchandising and style for the categories we want to develop, primarily knitwear and accessories. We are in the process of setting up the sales and marketing teams, with particular attention to digital projects and content.
The arrival of the 2021 Resort collection is scheduled for early July, and the presentation will take place in a physical and also virtual showroom. We have been working for months with Mr. Ermanno Scervino on rich creativity, which fully expresses the DNA of our brand, developed through different themes and delivery methods, to best match the requirements of the different distribution channels and cover with a constant flow of new items throughout the boutique sales season, which runs from December to July.
A special project that we hold dear is that of the new line of bags, the launch of which was the subject of a marketing initiative which - I can tell you - will combine in an original way our idea of beauty, femininity, and durability.
The Ermanno Scervino collection and the Lingerie & Beachwear line will be presented in July with this new formula, while the Ermanno line, for which we are thinking of a strategic repositioning, will be presented in September.
Finally, we have barely signed a license contract to entrust our Junior line to Gimel, a company that suits us for its approach to product quality and for the sector entirely Made in Italy, with the aim of developing together a project of special, refined and fashionable children's fashion, consistent with the creativity of our brand."
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