Italian fashion house Salvatore Ferragamo will start a campaign to appeal to a new generation of customers using the internet to attract younger shoppers.

At the brand's show for its spring-summer 2014 collection at Milan fashion week, chief executive, Michele Norsa, told news agency Reuters: "We are talking about young people who are probably not always reading magazines or newspapers and not even watching TV.”
"It's fundamental for us to talk to both the loyal, stable customers and to the new generation of consumers."
The new campaign will involve an “innovative” digital offering in conjunction with a revamp of its store estate.
"In the retail you have to adapt to the flows of travelers," Norsa said. "To do this you have to adapt to different nationalities and this is something you study, you work every day understanding where they go, what they look for, how they are shopping."