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After the big announcement, the share rose by a good eleven percentage points at times: Chiara Ferragni, the original Italian influencer who practically invented the Instagram career, was appointed to the supervisory board of the Italian fashion company Tod's.
The Milan Stock Exchange apparently liked the idea very much.
Ferragni aims to make Tod's brand more attractive to young customers and to advise them accordingly.
Their knowledge of the world of young people is extremely valuable to the company, said Tod's founder and CEO Diego Della Valle in a statement on future collaboration.
The Tod's Group, to which the brands Tod's, Fay, Hogan and Roger Vivier belong, suffered heavy losses in 2020: Sales fell by almost a third to 637 million euros.
Chiara Ferragni should contribute more than marketing tips: "Together we will support charitable projects, raise awareness of solidarity and involve new generations in this type of venture," Della Valle is quoted by the industry magazine "wwd.com".
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The 33-year-old Ferragni started her fashion blog theblondesalad.com in 2009, later she founded her own fashion label, the Chiara Ferragni collection.
She has more than 23 million followers on Instagram.
She worked with Tod's back in 2017 when she designed a small capsule collection for the brand and gave one of Tod's most famous products, the gommino loafer, an update to suit her taste.
"I would like to thank Diego for the trust and respect they show me - as a woman and as a manager," said Ferragni about her new role.
So far the Supervisory Board consists of 15 people;
Ferragni said she wanted to join her generation as the voice.