1

CONTENT

HISTORY ............................................................................................................ 2

TIMELINE .......................................................................................................... 2

VISION ............................................................................................................... 3

TRAVEL BAG COLLECTION................................................................. 4

COMPITITORS ................................................................................................ 10

SWOT ................................................................................................................ 14

SEGMENTATION .......................................................................................... 15

MARKETING STRATEGIES ......................................................................... 17

DISTRIBUTIONS ............................................................................................ 20

BUDGET AND PRICING .............................................................................. 21

2

HISTORY

FOUNDED IN 1966

LEATHER GOODS HOUSE IN VENEZIA REGION

FAMOUSE THROUGH ITS SIGNATURE

“INTRECCIATO”

INTRECCIATO

A UNIQUE LEATHER WEAVING TECHNIQUE

AS A WAY TO STRENGTHEN

THE SOFT, DELICATE LEATHER

TO ACHIEVE PRODUCTS THAT ARE NOT ONLY OF THE UTMOST QUALITY

MATERIALS

BUT ALSO LONG LASTING.

TIMELINE

1966

FOUNDED

1970

“WHEN YOUR OWN INITIALS ARE ENOUGH”

1980

FAMOUS OF INTERNATIONAL JET SET

1990

UNDERSTATED ETHOS BRAND VENTURED INTO MORE FASHION-DRIVEN

TERRITORY

2001

ACQUIRED BY GUCCI GROUP

TOMAS MAIER WAS COMING ON BOARD

3

VISION

“WHEN YOUR OWN INITIALS ARE ENOUGH”

CONFIDENCE

INDIVIDUALITY

VALUE

UNDERSTATED LUXURY

PERSONALISED SERVICE

DISTINCTIVE LOCAL CHARACTER

MISSION

REINFORCE ITS POSITIONING AS A LIFESTYLE BRAND

STRATEGIES

OPENING TO WORLDWIDE

ENLARGE ITS STORE BASE AT A SIMILAR PACE TO 2012 WITH A FOCUS NOT

ONLY ON EMERGING MARKETS,

BUT ALSO EUROPE, THE US AND JAPAN

AS IT AIMS TO REINFORCE ITS OVERALL BRAND AWARENESS AND REGION

BALANCE

E-COMMERCE WILL ALSO BE STRENGTHENED, WITH BOTTEGA VENETA JOINING

THE NEW JOINT VENTURE PLATFORM

CREATED BY PPR AND YOOX

4

TRAVEL BAG COLLECTION

“LA CASA VIVENTE”

VISION

““ MILLE DESTINAZIONI, UNA CASA NELLA TUA VALIGIA”

LIFESTYLE IS NOT ONLY IN HOUSE BUT ALSO OUTSIDE

WHEREVER YOU GO, HOME IS WITH YOU

MISSION

STRENGTHEN UNDERSTATED LIFESTYLE BRAND EMOTION

STRATEGIES

REFINE THE POSITION AS A LIFESTYLE BRAND IN LEATHER GOODS MARKET

BY EMPHASISING THE FEELING OF BELONGING

5

ARCHETYPE

THE CREATIVE

(THE ORIGINAL PATTERN – INTERCCIATO)

THE RULER

(THE ICON OF QUIET LUXURY LIFESTYLE)

THE EXPLORER

(EXPAND THE LIFESTYLE BRAND TO OUTSIDE OF HOUSE)

METAPHORS

TRIP

(EXPLORING THE UNKNOWN, LOST AND LONELINESS)

CONTAINER

(FEELING OF BELONGING, CONFIDENCE, SELF-PROTECTION)

INNOVATION FOMULA

TRADITIONALITY

(INTERCCIATION, EXTRAORDINARY)

FUNCTIONALITY

(BATTERY, CONVENIENCE)

TECHNO

(HIGH-TECHNOLOGY)

6

7

8

9

POSITION MAP

10

COMPITITORS

PRADA

SALVATORE FERRAGAMO

GUCCI

LOUIS VUITTON

HERMES

BALLY

PORSCHE DESIGN

ITALY

FOUNDED IN 1913

TRENDY, LUXURY AND STYLISH

INNOVATION GOES TO BE CLASSIC AND ELEGANCE

USAGE OF ART

NYLON BAG SLEEK LINED AND CRAFTED EXUDES AN AURA OF ITS SIGNATURE

11

ITALY

FOUNDED IN 1929

TRANSCENDED CONCEPTION

GOOD REPUTATION IN EUROPE AND ASIA

CRAFTSMANSHIP, QUALITY AND DESIGN WITH TAG

“MADE IN ITALY”

CELEBRITY ENDORSEMENTS

ICONIC PRODUCT

FRANCE

FOUNDED IN 1837

A HARNESS WORKSHOP SERVED EUROPEAN NOBLEMEN

HISTORIC AND TECHNIQUE

HIGH-END MATERIAL

CRAFTSMANSHIP AND BESPOKE SERVICE

BIRKIN BAG

KELLY BAG

12

SWITZERLAND

FOUNDED IN 1851

SWISS HERITAGE AND CRAFTSMANSHIP

TRANSFERRED FROM SPORTY TO TIMELESS AND ELEGANT

LEATHER IS THE HEART OF PRODUCT

BALANCE BETWEEN VINTAGE AND SPORTY ELEGANCE

GERMANY

ESTABLISHED IN 1972

THE FOUNDER, PRO. FERDINAND ALEXANDER PORSCHE

DESIGNER OF THE PORSCHE 911

PORSCHE SELECTION WAS THE ACCESSORIES MADE BY THE SPORTS CAR

MANUFACTURER PORSCHE

THE DESIGN IS DISTINGUISHED BY

CLARITY AND FUNCTIONALITY OF FORM

CAREFUL SELECTION OF MATERIALS

HIGH-QUALITY WORKMANSHIP

COMBINATION OF TRADITIONAL CRAFTSMANSHIP

WITH

STATE-OF-THE-ART TECHNOLOGY

13

ITALY

FOUNDED IN 1921

REOWNED REPUTATION FOR QUALITY

AS A FASHION LEADER

ITALIAN CRAFTSMANSHIP

PERFECT BALANCED FLORENTINE AND ITALIAN HERITAGE

FRANCE

FOUNDED IN 1854

HISTORIC TRUNK BRAND

CRAFTSMANSHIP

HIGH-END IMAGE

GLOBALISED BRAND

“THE SPIRIT OF TRAVEL”

14

ITALY

SWOT

STRENGTHS

UNIQUENESS IDEOLOGY SPEAKING LANGUAGE

GOOD REPUTATION

WELL-ESTABLISHED CUSTOMER BASE

MATURE BUSINESS MODEL

“INTRECCIATO”

WEAKNESS

MONOCHROMATIC MANAGEMENT STRATEGIES

DIVERSIFICATION: INVENTORY STOCK RISK

OVER DEPENDED ON “INTRECCIATO”

OPPORTUNITIES

FUNCTION-DRIVEN

PRODUCT EXTENSION

BRAND ACCESSIBILITY

CULTURE ORIENTED MARKET PENETRATION

THREATS

EFFICIENCY IN SUPPLY CHAIN (EXOTIC LEATHER)

IMMITGABLE PRODUCT

DEBATABLE LEGAL

PATENTS AND DESIGN ABUSED

15

SEGMENTATION

DEMOGRAPHIC

FINANCIAL STATUS

FIRST CLASS AND PRIVATE JET

SOCIAL STATUS

SENIOR BUSINESS PEOPLE

IN

THIRD (SERVICE)

FORTH (HIGH-TECHNOLOGY)

INDUSTRIES

16

GEOGRAPHIC

(BREAKDOWN OF REVENUE IN 2012)

NORTH AMERICA

EUROPE

ASIA

FLAGSHIP

STORE

DEPARTMENT

STORE

MULTIPLE

BRAND

STORE

TOTAL

CENTRAL ASIA 1 0 0 1

EAST ASIA 51 52 0 103

EAST EUROPE 7 0 0 7

EUROPE 30 5 0 35

MIDDLE EAST 11 0 0 11

NORTH

AMERICA

26 0 0 26

OCEANIA 4 0 0 4

SOUTH

AMERICA

1 0 0 1

SOUTH ASIA 15 1 0 16

TOTAL 146 58 0 204

17

MARKETING STRATEGIES

LUXURY LIFESTYLE MAGAZINE

“TARGET MAGAZINE”

A LUXURY LIFESTYLE MAGAZINE IN CHINA

THIS MAGAZINE ORGANISED EVENT FOR AWARDING ANNUALLY

CELEBRITIES

WHOSE LIFE SATISIFIED THE DEFINATION OF LUXURY LIFESTYLE

FOR EXAMPLE

“JACKIE CHAN”

EXCLUSIVE EVENT FOR VIP (PRE-LAUNCH)

THIS MAGAZINE EMPHASIS ON LUXURY TRAVEL LIFESTYLE

WITH INTRODUCTION OF DIFFERENT LUXURY TRAVEL CLUBS

AROUND THE WORLD

THE MAGAZINE IS FREE ISSUING DIRECTELY TO THEIR CLIENTS

PEOPLE WITH

AND

FIVE STARS HOTELS, AIRLINE FIRST CLASS

“GLOBAL VISION, LUXURY LIFESTYLE”

18

“INVITATION ONLY”

A SMALL WORLD

THE WORLD’S LEADING PRIVATE ONLINE COMMUNITY

CAPTURES AN EXISTING INTERNATIONAL NETWORK OF PEOPLE

WHO CONNECTED BY THREE DEGREES OF SEPARATION

MEMBERSHIP TO ASMALLWORLD IS BY INVITATION ONLY

WHICH IS PART OF WHAT MAKES THIS NETWORK UNIQUE

CONNECTIONS, AUTHENTIC, TRUSTED

AND

LOYAL ASW MEMEBERS WHO MEET CERTAIN CRITERIA HAVE THE PRIVILEGE OF

INVITING A LIMITED NUMBER OF THEIR FRIENDS TO THE NETWORK

ROYAL HONG KONG YACHT CLUB

VISION

TO BE A PRMIER INTERNATIONAL YACHTING AND ROWING CLUB OF WHICH

MEMBERS CAN BE PROUND

19

GALLERIES & AUCTION

28th FéVRIER

SINGAPORE

THE ART COMMUNE ALSO HAD ORGANISED AN EVENT FOR

VERTU, THE LUXURY MOBILE BRAND

NEW YOUR-STYLE GALLERY SEEKS TO PROVIDE

EXACT FUNCTIONALITY

EVOLVING INTO AN ENTIRELY DIFFERENT SPACE IN FIVE MINUTES OR LESS

“GIVE US FIVE MINUTES AND WE’LL GIVE YOU THE WORLD”

GALLERY AND ACTION EXHIBITION

ARTISTIC VENUES OF ARTISTIC BRAND

PERFECT FOR SHOWING THE TEASTE OF BRAND EMOTION

20

DISTRIBUTIONS

FLAGSHIP STORE

IN TERMS OF ENHANCING THE PRESTIGE OF OUR COLLECTION

ONLY AVAILABLE IN SELECTIVE FLAGSHIP STORES ALL OVER THE WORLD

BY FOLLOWING THE STRATEGY OF THE BRAND

HOTELS

ST. REGIS - FLORENCE

HAYH PARK: THE LAKE –NEW YORK

EXISTING PARTENERSHIP WITH ST. REGIS AND HAYH PARK

HOTEL IS THE PLACE ASSUMED AS “HOME”

COOPERATE WITH HOTELS ARE EASY TO CREATE OUR EMOTION

“MILLE DESTINAZIONI, UNA CASA NELLA TUA VALIGI”

POP-UP STORES

ONLY IN FIRST CLASS LOUNGE

PARTNERSHIP WITH AIRLINE

LUFTANSA AND EMERATES ETC

21

BUDGET AND PRICING

DIRECT

COST

COST PER

PIECE

MATERIAL LEATHER €

90.00

LINING €

12.00

BUCKLE €

15.00

ZIPPER €

3.00

NEOPRENE €

5.00

BATTERY €

10.00

€

135.00

LABOUR COST PER

HOUR

HOURS PER

PIECE

€

25.00

6 €

150.00

TOTAL €

285.00

MARK-UP FINAL PRIECE

WHOLESALER 4.0 € 1,140.00

RETALER 3.2 € 3,648.00