The Ferragni Family
Marina du Guardo
Marina di Guardo, Proud mom of Chiara and two more daughters.
is a gorgeous Italian woman, lives in Cremona, proud mom of three daughters and a writer. Has the ability to tell wonderful stories and illustrate them with stunning photos. We get to know her through her travel blog written in Italian and English, in which she presents us with breathtaking images! No doubts that the trips are one of her greatest passions, like fashion – she worked in the showroom of Blumarine for 12 years – and sure enough this passion influenced their girls. Mostly Chiara … and yes, if you are thinking of the author of The Blond Salad, you’re thinking well! Marina is the mother of the beautiful Chiara dispensing presentations. I did not want to touch it, but it is impossible not to do it! It is cliché. In fact, we discovered her blog, since Chiara introduced it to the world, and never fail to follow afterwards.
Currently we are so curious about your books! If you do not know, Marina is considered an revelation author, and recently launched a new thriller novel – Bambole Gemelle – published by Feltrinelli. You can find their novel in the Feltrinelli Zoom Filtri site – here.
And now, here, and in exclusive for you, we reveal some things, so we can all know a little bit more of this amazing woman!
Now, I always write during the day. Before, I preferred writing during the night, but actually I think I’m more concentrated in the morning and in the afternoon.
My favourite place for a coffee: Di Viole di Liquirizia – via madonnina 10
The Social Selling of Chiara worked. For the birthday of my wife Anja, I bought at Douglas the Lancome beauty set from Chiara. 🙂
Chiara Ferragni (Italian pronunciation: [ˌkjaːra ferˈraɲɲi]; born 7 May 1987)
is an Italian businesswoman and fashion influencer on social media. She is also a blogger and fashion designer who has been employed by Guess as a model and spokesperson. As a blogger, she is known as The Blonde Salad, which is the name of both her fashion blog and her first published book. Ferragni has done a broad array of fashion collaborations with leading designers. Her public figure is managed by TBS Crew. The Blonde Salad, founded by Chiara Ferragni, is an online platform: both lifestyle magazine and e-shop.
Ferragni started her fashion blog in October 2009. In March 2011, New York introduced her as “One of the biggest breakout street-style stars of the year”. In December 2011, Ferragni was profiled as the Blogger Of The Moment in Teen Vogue, while still a law student at Bocconi University and a fashion designer. She has not obtained her University degree yet. By that time Ferragni’s blog had reached more than one million unique visitors and 12 million views per month. By 2013, Ferragni had won various blogger of the year recognitions. According to the December 2013 Teen Vogue story, her blog had 1.6 million followers on Instagram. As of 21 March 2017, Ferragni had 8.5 million followers on Instagram. In December 2013, she published an Italian language eBook, under The Blonde Salad title.
Chiara Ferragni encouraged her friends Chiara Biasi (her blog is active since early 2012) and Chiara Nasti (also known as nastilove, her blog is active since early 2013) to use their personals name to open their personals fashion blog: Chiara Ferragni, Chiara Biasi and Chiara Nasti (who have worked together in some occasion in Italy) are surnamed by Italian fashion press as the three Chiara.
Ferragni modelled for Guess in a November 2013 shoot that was subsequently marketed as an ad campaign. In December 2013 she collaborated with Steve Madden to design a 9-shoe collection for Spring 2014. Ferragni’s prior fashion design collaborations have included some work with Christian Dior, Louis Vuitton, Max Mara, Chanel, Tommy Hilfiger, J Brand and Seven for All Mankind.
Her television credits include the Italian TRL Awards as a presenter, and a guest appearance on the Italian variety show Chiambretti Night. Ferragni walked the red carpet at the Cannes Film Festival in conjunction with the premiere of We Have a Pope (then titled Habemus Papam). She also appeared on Project Runway as a guest judge during season 13 in August 2014.
Chiara Ferragni on 7 September 2014 won a Bloglovin’ Award for the third consecutive year for her blog. Her blog was named the Best Personal Style blog. Her business ventures grossed about $8 million (mostly from her Chiara Ferragni Collection footwear) in 2014. Chiara Ferragni was listed in the Forbes 2015 30 Under 30 selections.
In January 2015, Ferragni’s blog and shoe line, Chiara Ferragni Collection, became a subject of study at Harvard Business School. In March, Ferragni was selected for the cover of the April 2015 Vogue España, making her the first fashion blogger to appear on any Vogue cover. Since then has landed more than 3 Vogue covers and over 50 fashion magazines covers. Both in 2013 and 2015 Chiara was listed in Business Of Fashion 500 most influential fashion people. Ferragni again reigned over the Bloglovin’ Award with a 2015 win for Blogger of the Year. Pantene in January 2016 announced Ferragni as its new global ambassador. Mattel Inc. created in September 2016 a Barbie version of Chiara Ferragni, one wearing a white t-shirt, black leather jacket, jeans and Chiara Ferragni Collection shoes and the other wearing a Chanel total look.
Case | HBS Case Collection | January 2015
Chiara Ferragni Unposted
Chiara Ferragni, the first fashion influencer in the world, reveals how the digital revolution has changes business world, communication, fashion, culture, through a portrait in which she’s the protagonist, both as a woman and as digital entrepreneur.
The Blonde Salad
by Anat Keinan, Kristina Maslauskaite, Sandrine Crener and Vincent Dessain
In 2014, Chiara Ferragni, a globe-trotting founder of the world’s most popular fashion blog “The Blonde Salad,” had to decide how to best monetize her blog as well as her shoe line called the “Chiara Ferragni Collection.” A year earlier, Ferragni, together with her team, had already made a decision to transform her blog into an online lifestyle magazine and to build its positioning as a high-end brand. It meant that “The Blonde Salad” envisaged to only cooperate with a limited number of luxury fashion advertisers, inevitably reducing the blog’s revenues. Ferragni considered changing the revenue-generating model by incorporating an online market place within “The Blonde Salad,” but which strategy and timeline would she need to achieve her aim? Should Ferragni’s shoe line, a separate company with a different ownership structure, be merged with “The Blonde Salad” or was it desirable to keep the two apart?
Keywords: social media; digital influencers; fashion blogger; brand authenticity; digital marketing; Brands; entrepreneurship; start-up; fashion; shoe; Chiara Ferragni; celebrity endorsement; celebrity management; lifestyle brand; digital brand; new brand development; branding; Instagram; online followers; fashion blog; marketing partnerships; brand portfolio; luxury brand; Louis Vuitton; Dior; designer brands; Authenticity; Business Model; Blogs; Product Positioning; Commercialization; Consolidation; Luxury; Brands and Branding; Fashion Industry; Apparel and Accessories Industry; Publishing Industry
Harvard -The Blonde Salad case study
Access to case studies expires six months after purchase date.
Publication Date: January 09, 2015
In 2014, Chiara Ferragni, a globe-trotting founder of the world’s most popular fashion blog The Blonde Salad, had to decide how to best monetize her blog as well as her shoe line called the “Chiara Ferragni Collection”. A year earlier, Ferragni, together with her team, had already made a decision to transform her blog into an online lifestyle magazine and to build its positioning as a high-end brand. It meant that The Blonde Salad envisaged to only cooperate with a limited number of luxury fashion advertisers, inevitably reducing the blog’s revenues. Ferragni considered changing the revenue-generating model by incorporating an online market place within The Blonde Salad, but which strategy and timeline would she need to achieve her aim? Should Ferragni’s shoe line, a separate company with a different ownership structure, be merged with The Blonde Salad or was it desirable to keep the two apart? This case includes the topic of luxury.
Product #: 515074-PDF-ENG
Chiara Ferragni Returns to Harvard
The Blonde Salad’s Chiara Ferragni, along with business partner Riccardo Pozzoli, will do a lecture at Harvard on Thursday on Feb. 9.
By Alessandra Turra on February 6, 2017
Two years after her first visit, The Blonde Salad’s Chiara Ferragni will be back at Harvard on Feb. 9.
The fashion influencer and entrepreneur, along with her business partner Riccardo Pozzoli, will meet the MBA students of a Luxury Marketing elective course offered by the Harvard Business School.
During their lecture, Ferragni and Pozzoli will explain the evolution of The Blonde Salad from both a financial and an editorial point of view with a focus on fan-based engagement, which was instrumental in developing the company.
Founded in 2009 by the duo as a personal style web site and later transformed into a lifestyle platform, The Blonde Salad, which is controlled by parent company TBS Crew, employees 24 people working in five departments — talent management; special projects; editorial; e-commerce, and production.
Last year, the company introduced an online store, carrying a range of exclusive products conceived by Ferragni in collaboration with 50 international brands, including MSGM, No. 21, Mr. and Mrs. Italy, Philosophy by Lorenzo Serafini and Iro, among others.
Ferragni — who has appeared on the cover of more than 50 international fashion magazines, including the Spanish, Turkish and Mexican editions of Vogue — counts eight million Instragram followers.
TBS Crew also controls the Chiara Ferragni Collection contemporary footwear and accessories line.
In 2016, the accessories brand, which is distributed in about 315 multibrand stores, posted sales of 20 million euros, or $22 million at average exchange. As reported, Andrea Lorini, chief executive officer of Chiara Ferragni Collection, said the company is expected to open a flagship in Milan by the end of the year and 20 doors will open in China within three or four years.