Turning Around by Rediscovering a Brand's Legacy

«Be ambitious, but not impatient», is Francesca Bellettini's advice to Bocconi students for their careers. In a video of the Executive Chats series with Rector Gianmario Verona, the President and CEO of Saint Laurent recalls now she accepted a hefty salary cut, at 29, when she moved from banking to fashion, in order to fulfill her dreams. «You have a career to build», she says, «and money can't be the only consideration».

Francesca Bellettini, a Bocconi alumna of 1992 in Business Administration and Bocconi Alumna of the Year 2018, has also obtained a Légion d'honneur in France. When asked how she achieved the impressive turn-around of Saint Laurent, she says that all the ingredients were there when she took the helm in 2013 and that she refocused on the brand and its integrity. «Our challenge is always acquiring and retaining talent», she says.

Being part of a larger group (Kering, in her case) is only positive. «We can keep responsibility and ownership of what we do, while leveraging on the strength of the group. We can also offer to talents the chance of intra group careers, such as mine».

In the final part of the chat, Francesca Bellettini encourages students to dream and dare. Regarding the issue of diversity, she says that she never felt at a disadvantage because she's a woman and that women and minorities should always think they can achieve whatever they want.