The man at the head of one of the world's most recognised shoe companies visited Dubai for the launch of its new store. I-Cheng Chan falls into step with Bally's chief executive officer.
He strides through the lobby of the Kempinski Hotel as heads turn, sensing a man with a purpose.
Marco Franchini certainly has presence and, with a handshake as firm as his intent, he reveals at the outset the unwavering focus that has steered his career to the very top.
Casually elegant in a dark pinstriped suit and an open-neck shirt, the 50-year-old CEO and chairman of Bally fixes his intense hazel-brown eyes on me as he joins me on the plush sofa.
Background reading tells me Franchini was Gucci's general manager for Europe before joining the Swiss leather goods manufacturing company in 2002.
The Italian has since been instrumental in repositioning the company that lost its way in the 1980s through "inappropriate" licensing agreements and "improper" distribution.
Confusion
"While you can say everyone in the world knows the name Bally, at that point there was quite a confusion in the market of what Bally was because of all the changes it went through: changes in management, control, ownership, strategy and product," says Franchini.
"The first thing was to find out what Bally wanted to be."
The search for Bally's identity took on the form of focus groups, discussions about its 155-year history and a thorough look at thousands of shoes from its archives dating back to the 1920s and '30s.
It resulted in a brand statement which cemented Bally as a Swiss shoe manufacturer with "high quality leather products, superior craftsmanship, heritage and a balance between classic and modern".
In addition, its design would exude a "relaxed elegance with a natural touch".
Getting the right mix has ensured a consistent DNA that has restored Bally to its rightful place among the front- runners in the luxury goods industry.
So great is its desire to stay "on message" that a number of promising creations presented by the designers have been sacrificed to avoid any uncertainty of what it represents.
Back on the map
"The brand is the most important aspect," says Franchini with sincere reverence in his tone. "Our duty is to protect and develop it, and anything that creates confusion works against that."
It is Franchini's discipline and single-minded approach that has so successfully put Bally back on the map in this competitive industry.
In addition, Bally is back in Dubai with a new branch at the Mall of the Emirates after closing its stores in BurJuman and City Centre.
Since teaming up with the Apparel Group LLC, Bally is now looking for a new space in BurJuman and plans to have a presence in The Dubai Mall being created as part of the Burj Dubai development.
Clothes too
While the company is most famous for its shoes, tucked away at the back of the store you will find a chic line of ready-to-wear clothes for men and women.
The Mall of the Emirates branch is just one of Bally's 200 stores worldwide offering the clothing range, designed for the working man or woman who likes to stay stylish from day to night.
When I ask Franchini to elaborate on Bally's clientele, he says: "It's somebody who appreciates quality. They understand luxury and are not afraid to spend money to buy luxury products.
"It is not to show off — it's for the inner value of the product and the satisfaction and pleasure in owning it."
Indeed, where else has a better understanding of luxury than the Middle East?
With the new ventures in Dubai and further projects coming through in Bahrain and Muscat, Bally is taking a calculated step in the right direction.
Visit www.bally.com for more.
Did you know?
Bally has created shoes for several Popes during its history.
As well as being the first company to use elastic and rubber in its shoes, Bally rubber was used for the boots worn by astronauts during the first walk on the moon in 1969.
A book on the archives of Bally shoes is due to be launched in February 2007 during Milan Fashion Week to coincide with the opening of a new store in Italy's fashion capital.
Charity auction
To celebrate the official opening of its flagship store at the Mall of the Emirates, Bally helped to raise more than Dh500,000 for the Dubai Autism Centre through a charity auction.
The event, at the Burj Al Arab's Garden Marina, saw the sale of 20 works of art, created by children at the centre.
In addition, guests at the cocktail reception and gala dinner were given VIP cards to ensure a percentage of any Bally goods bought by them between now and December 20 goes directly to the worthy cause.
1851: Bally was founded in Schönenwerd, Switzerland, by Carl Franz Bally who was inspired to shift the family business of ribbon making to shoemaking after seeing a pair of subtly decorated slippers in Paris.
1914-1920: The company expands during the First World War with sales reaching a record 3.9 million pairs of shoes in 1916.
1976: The product line expands to include clothing, handbags and other leather accessories.
1999-2000: Bally is bought by US-based Texas Pacific Group and launches a new strategy to reposition the company as a global luxury brand.
2001: Bally celebrates its 150th anniversary.
2002: Marco Franchini is named CEO and chairman of the board.
2003: New concept stores are launched in Tokyo, Hong Kong, Munich and London.
2006: Sales grow and Bally expands its retail and wholesale network with new stores, relocations and renovations in Dubai, Abu Dhabi, Boston, Waikiki, Beijing, Sydney, Moscow and Istanbul to name
a few.
Famous fans
Celebrities who wear Bally include:
Cameron Diaz
Mena Suvari
Debra Messing
Lucy Liu
Kanye West
