PROJECT LEADER - ALESSANDRO CARON PROJECT ADVISOR - MARIA JABER

FASHION BUYINGMASTER IN FASHION MANAGEMENT 2014-2015

_ALMAGUL KASSYMOVA _CHOLLATARN JATCHAVALA

PELIN ARBEL YUKSEL _ANNA SUKHOMLINOVA _CHETAN LAKSHMI

IN COLLABORATION WITH CAMERA ITALIANA & BUYER MODA

GENERAL

RECOMMENDATIONS

I N D E X

MARKET

RESEARCH

TARGET MARKET

WEB DESIGN

BERNARDELLI

ONLINE IDENTITY

BRAND

PORTFOLIO

BERNARDELLI ONLINE IDENTITY

THE MISSION OF BERNARDELLI STORES IS TO SERVE

AS POINT OF REFERENCE FOR THOSE SEEKING A

SENSE OF FASHION AWAY FROM PASSING TRENDS

THROUGH RESEARCH IN DIVERSE AREAS, AS WELL

AS TO PROVIDE CUSTOMER SERVICE WHICH AIMS

NOT TO SELL, BUT TO DRESS THEIR CUSTOMERS.

BERNARDELLI CORPORATE VALUES

BRAND IDENTITY

BERNARDELLI ONLINE

PRICE RANGE 45 – 2985 EURO

INCLUDES ONLY BRANDS FEATURED IN BERNARDELLI UOMO OR

BERNARDELLI DONNA PHYSICAL STORES

BERNARDELLI ONLINE STORE ONLY INCLUDES BRANDS FEATURED IN

ITS PHYSICAL STORES

IN ITS ONLINE STORE, THE MAIN EMPHASIS IS ON BETTER KNOWN

INTERNATIONAL BRANDS

PRICE RANGE 95 – 3807 EURO

BERNARDELLI ONLINE STORE ASSORTMENT INCLUDES BRANDS

FROM ALL OF ITS STORES

BERNARDELLI ONLINE STORE ONLY INCLUDES BRANDS FEATURED IN ITS

PHYSICAL STORES

CARRYOVER ITEMS ARE NOT DISCOUNTED AND PROPERLY LABELED

ITEMS FROM PREVIOUS SEASONS ARE ALSO DISPLAYED

VS

THE OVERLAP BETWEEN THE ASSORTMENT OF THE ONLINE STORES IS MINIMAL

IDENTICAL ITEMS IN BERNARDELLI ONLINE STORE ON AVERAGE ARE MORE EXPENSIVE THAN ON FARFETCH

ASSORTMENT FOR OVERLAPPING BRANDS IS SMALLER ON BERNARDELLI ONLINE STORE

BERNARDELLI ONLINE

VS

BERNARDELLI ONLINE

CURRENT CLIENT OF FARFETCH.COM

MORE CHIC

MINIMALISTM A S C U L I N E

Ages : 25 -35 Income : 35-70K Per Year

Working Woman Independent

Own Style Unique

MARKET RESEARCH

MARKET RESEARCH

2016

U.S. ANNUAL E-COMMERCE SALES

20052.8%

20073.4%

20094.0%

20114.9%

20146.4%

PERCENT OF TOTAL

MARKET RESEARCH

INCOME AND TIME SPENT ONLINE ARE PROPORTIONAL

MARKET RESEARCH

MONEY SPENT/ TIME ONLINE

50%

20%

30%

GEN X 1960 - 1980

GEN Y 1980 - 2000

GEN Z 2000 - NOW

MULTITASKERS

G E N E R A T I O N

1 9 8 0 2 0 0 0

“ M i l l e n n i a l s ”SHAPED BY TECHNOLOGY

MARKET RESEARCH

MARKET RESEARCH

CRITICAL SUCCESS FACTORS OF E-COMMERCE

UNIQUE &

MEMORABLE

CUSTOMER EXPERIENCE

GLOCALIZATION

SPEED &

CONVENIENCE SAFE & SECURE

TARGET MARKET

GENERAL TARGET IN USA

CALIFORNIA

BEACH CITY HOLLYWOOD LIFE RELAX SUNSHINE

MORE COMFORTABLE CASUAL STYLE

A.B.C & MEXICAN

GENERAL TARGET IN USA

CALIFORNIA

COUNTRY LIFESTYLE COWBOY

JEANS STYLE DESERT - MOUNTAIN

MEXICAN

TEXAS

BEACH CITY HOLLYWOOD LIFE RELAX SUNSHINE

MORE COMFORTABLE CASUAL STYLE

A.B.C & MEXICAN

GENERAL TARGET IN USA

CALIFORNIA

COUNTRY LIFESTYLE COWBOY

JEANS STYLE DESERT - MOUNTAIN

MEXICAN

TEXAS

NEW YORK

ECONOMIC CITY FASHIONISTA RUSH HOUR

LUXURY LIFE HEALTHY TREND

BEACH CITY HOLLYWOOD LIFE RELAX SUNSHINE

MORE COMFORTABLE CASUAL STYLE

A.B.C & MEXICAN

NORTH EASTERN U.S .DEMOGRAPHICS

MASSACHUSETTS 6.7 MLN PEOPLE 41.1% WORKING AGE 51.5% FEMALE 4.4% LGBT POPULATION

NEW YORK 19.7 MLN PEOPLE 42% WORKING AGE 51.5% FEMALE 3.8% LGBT POPULATION

PENNSYLVANIA 12.8 MLN PEOPLE 43.3% WORKING AGE 51.1% FEMALE 2.7% LGBT POPULATION

ITALIAN COMMUNITY IN THE US

NEW YORK 2.6 M

CALIFORNIA 1.4 M

PENNSYLVANIA 1.5 M NEW JERSEY

1.4 M

FLORIDA 1.1 M

U.S. STATES WITH AROUND 1 MLN PEOPLE OF ITALIAN ANCESTRY

ITALIAN AMERICAN ORGANISATIONS AND MEDIA IN US

TARGET MARKET

NEW TARGET

TARGET FOCUS IN NEW YORK

BORN IN 1985 ITALIAN-AMERICAN

MORE THAN 50K+ INCOME PURCHASE ITALIAN-DESIGNER

UNIVERSITY DEGREE FINANCE OFFICE

ANDREA

FASHION CONSCIOUS UP TO DATE COSMOPOLITAN

ANDROGYNOUS

NEW TARGET

VIDEO

BRAND PORTFOLIO

ACCESSORIES

Category: Contemporary Type: Shoes Price Range: € 105-525 Distribution: • Pollini.Com • Openingceremony.Us • Farfetch.Com • Shopstyle.Com

Category: Black Label Type: Shoes Price Range: € 375-5000 Distribution:• Barneys And Saks Fifth

Avenue• Farfetch.Com • Luisaviaroma.Com • Net-A-Porter.Com

POLLINI JOSHUA SANDERSGIUSEPPE ZANOTTI

Category: Designer Type: Shoes Price Range: € 814 – 1.250 Distribution: • Sola Showroom - New York • Tonyahawkes.Com • Valerydemure.Com

SHOES

BAGS

Category: Designer Type: Bags Price Range: € 560 – 2,430 Distribution: • 2 Stores In Florida And 1 Store In

California. • Farfetch.Com • Luisaviaroma.Com • Net-A-Porter.Com

TONYA HAWKESELENA GHISELLINI

Category: Designer Type: Bags Price Range: € 814 – 1.250 Distribution: • Sola Showroom - New York • Tonyahawkes.Com • Valerydemure.Com

Category: Designer Type: Bags Price Range: € 384 – 1,210 Distribution: • 2 Stores In New York, 1 Store

In Philadelphia, 2 In Miami And 1 In La

• Lindelepalais.Com

NASHA MEKRAKSAVANICH

SHOES

STEVE J

Category: Contemporary Type: Bags Price Range: N/A Distribution: Bacodistribution.Com Net-A-Porter.Com

OUI, ODILE

Category: Contemporary Type: Bags Price Range: € 100-600 Distribution: • Farfetch.Com • Railso.Com

PAULA CADEMARTORI

Category: Designer Type: Bags Price Range: € 560 – 2,430 Distribution: • 3 Stores In Us • Farfetch.Com • Luisaviaroma.Com • Net-A-Porter.Com

HATS

Category: Contemporary Type: Hats Price Range: € 43-908 Distribution: • Luisaviaroma.Com • Thecorner.Com • Cappellishop.It • Silviacoscishop.It

ATELIER VLISCO BORSALINO SUPER DUPER HATS

Category: Contemporary Type: Hats Price Range: € 50-250 Distribution: • Luisaviaroma.Com • Italist.Com

Category: Contemporary Type: Hats Price Range: € 124-382 Distribution: • 7 Stores In Us: 3 In New

York, 1 In Chicago, 3 In La • Ilflor.Com • Lyst.Com

JEWELRY

Category: Designer Type: Jewelry Price Range: € 70-624 Distribution: • Luisaviaroma.Com • Runway2Street.Com • 1 Store In The U.S., In

Michigan

CATERINA ZANGRANDO

Category: Designer Type: Jewelry Price Range: € 100-450 Distribution: • Incrediblecreatures.It • Notjustalabel.Com • Birikbutik.Com

MARIO SALVUCCI

Category: Designer Type: Jewelry Price Range: €400-410 Distribution: 22Designstudio.Com

22DESIGNSTUDIO

CLOTHES

BLACK LABEL

Category: Black Label Type: Rtw Price Range: € 400-1200 Distribution: • Saks, Ny • Farfetch.Com • Luisaviaroma.Com • Net-A-Porter.Com • Mytheresa.Com

GIAMBATTISTA VALLI RED VALENTINO

Category: Black Label Type: Rtw Price Range: € 300-600 Distribution: • Saks, Ny • Bergdorf, Ny • Net-A-Porter.Com • Mytheresa.Com

DESIGNER

ALBUM DI FAMIGLIAFRANCESCA LIBERATORE

Category: Designer Type: Rtw Price Range: N/A Distribution: No Available Information

Category: Designer Type: Rtw Price Range: € 30 – 434 Distribution: • Walbumdifamiglia.Com • Envoyofbelfast.Com • Houseoflifestyle.Com

DESIGNER

CATERINA GATTA SERGEI GRINKO

Category: Designer Type: Rtw Price Range: € 183 - 714 Distribution: • Matchesfashion.Com • Luisaviaroma.Com

Category: Designer Type: Rtw Price Range: Not Verified Distribution: • Owned Store In Brescia • Showroom In Milan

DESIGNER

XIAO LIMIRYAKI

Category: Designer Type: Rtw Price Range: € 280 – 2300 Distribution: • C/O Studio Elitre S.N.C • Only Showroom In Italy • Notjustalabel.Com • Farfetch.Com

Category: Designer Type: Rtw Price Range: N/A Distribution: • 10 Corso Como, Milan • Opening Ceremony, LA

Category: Contemporary Type: Rtw Price Range: € 250-2500 Distribution: • Neiman Marcus • Bergdorf, Goodman, Ny • Net-A-Porter.Com • Farfetch.Com • Shopstyle.Com

AGNONA MSGM

Category: Contemporary Type: Rtw Price Range: € 43.5 – 832 Distribution: • Luisaviraoma.Com • Farfetch.Com • Lindelepalais.Com • Shopstyle.Com

CONTEMPORARY

CONTEMPORARY

AU JOUR LE JOUR

Category: Contemporary Type: Rtw Price Range: € 130-1300 Distribution: • Luisaviaroma.Com • Avenue32.Com

MAURO GRIFONI

Category: Contemporary Type: Rtw Price Range: N/A Distribution: • Farfetch,Com

CONTEMPORARY

HOLLY FULTON MARKUS LUPFER

Category: Contemporary Type: Rtw Price Range: 300-1000€ Distribution: • Net-A-Porter.Com • Farfetch.Com

Category: Contemporary Type: Rtw Price Range: 150-600€ Distribution: • Bloomingdales, Saks, Ny • Net-A-Porter.Com • Farfetch.Com

CONTEMPORARY

ISSA HOUSE OF HOLLAND

Category: Contemporary Type: Rtw Price Range: € 95 – 1,578 Distribution: • Selected Stores Of

Neiman Marcus • Harrods • Net-A-Porter.Com

Category: Contemporary Type: Rtw Price Range: € 300-1500 Distribution:• Net-A-Porter.Com • Farfetch.Com• Luisaviaroma.Com

UNISEX

[UNI ]SEX CATEGORY

WOMEN’S CLOTHES

For M E N

MEN’S CLOTHES

For W O M E N

CONTEMPORARY

BLAZE MILANO ANDREA POMPILIO

Category: Designer Type: Rtw Price Range: € 200 - 1500 Distribution: • BLoomingdales Ny • Luisaviaroma.Com • Yoox.Com • Shopstyle.Com • Farfetch.Com

Category: Designer Type: Rtw, Blazer Price Range: € 980 – 1,560 Distribution: • Not Sold Online • One Retailer In Milano • Mainly Custom-Made

Orders

WEB DESIGN

MAIN PAGE

UNISEX

UNISEXMATCH IT

GENERAL RECOMMENDATIONS

WINDOWS FOR PROMOTING NEW DESIGNERS

BERNARDELLI ONLINE STORE

CUSTOMER

Order Information

BERNARDELLI OFFICE

DESIGNER

ONLINE PLATFORM CAN GIVE BERNARDELLI AN OPPORTUNITY TO PROMOTE NEW DESIGNERS WITHOUT HOLDING THE STOCK.

A NO RISK TEST DRIVE FOR EXPERIMENTAL COLLECTIONS

Order Confirm

Order Shipment

Order Confirm Customer Order

BUSINESS MODEL

BERNARDELLI

YOUNG DESIGNERS

- BUYING BUDGET NOT NECESSARY

- DECREASED OPERATIONAL AND FINANCIAL RISK DUE NOT HAVING TO HANDLE SHIPMENT OF ORDERS

- INCREASED REPUTATIONAL RISK, SINCE HAS TO RELY ON DESIGNER TO SHIP THE ORDER ON TIME AND IN GOOD CONDITION

- SOME INITIAL TIME AND FINANCIAL INVESTMENT NECESSARY TO ORGANIZE THE WORKFLOW

- ADDITIONAL EXPOSURE THROUGH LEVERAGING BERNARDELLI’S ESTABLISHED AND VALUED BRAND

- REACHING INTERNATIONAL CUSTOMERS WITHOUT HAVING TO INVEST INTO AN ONLINE SALES PLATFORM

- 100% RISK OF HOLDING THE STOCK FOR BERNARDELLI

- OPERATIONAL AND FINANCIAL RISK IN CASE OF NOT BEING ABLE TO SHIP THE ORDER ON TIME AND IN GOOD CONDITION

PROS CONS

BUSINESS MODEL

COMMUNICATION

OUR SUGGESTION ON ITALO-AMERICANO

PACKAGING

T H A N K YO U for