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Ferragamo Targets Younger Customers With Potentially Misguided ‘Mid-Heels’

This shiny new My Ferragamo kick is the first in the line to be revealed, although it’s far closer to a flat than it is a mid-heel.

Ferragamo, whose shoes are beloved by wealthy socialites everywhere, is targeting “younger” consumers with a new line named My Ferragamo, slated to hit stores in September. The company is trying to lure a more youthful clientele with bolder colors (fuchsia, red, emerald green, mustard yellow, and “volcano gray,” whatever that means), a splashier logo, and “mid-height heels.” James Ferragamo explained to WWD: “We’re pushing midheels because, while there is an ample offering for flats and high-heel shoes, it’s not that way for medium heights, a segment with huge potential.”

Indeed, mid-heels remain a relatively uncharted segment of the market, but isn’t that because, well, they’re kinda for grandmas? Or for people who wear grandma shoes to look retro, in which case they probably buy their mid-heels from vintage stores instead of spanking new, in mustard yellow, from Ferragamo for $275 to $350?

Ferragamo Adds Footwear Line [WWD]

Ferragamo Targets Younger Customers With Potentially Misguided ‘Mid-Heels’