Shining upon China
DevelopingChinese Market
Chiara Franceschin
Silvia De Stefani
Diletta Pegoraro
Stefania Zulian
A Marketing Plan by:
Le Silla» Founded in 1994 by Enio Silla and
Monica Ciabattini
» Made in Italy (Marche)
» MISSION: luxurious Italian shoes
with distinctive style and
elegance
» VISION: original shapes, different
colors, high quality materials,
glamour
a fresh experience of seduction and woman’s femininity
Product Lines» LE SILLA and Enio Silla
» Enio Silla Star Limited Edition
» LE SILLA Bridal
» LE SILLA Accessori: bags
» LE SILLA Loungewear (brand
extension)
glamourous image, made in Italy, red carpet style
Socioeconomic Scenario
Middle ClassIt’s the new luxury
buyer, purchasing
habits reflect individual
position in society
OVERDRAFT CONSUMERS
emulation of high-end
classes
GROUP CONFORMITY
NEW RICHES
wealth image
prestige
SOCIALIZATION
OLD RICHES
(RBM >100 mln)
quality, not
obstentation
SPRITUALIZATION
Identikit of Luxury Consumer» Purchasing includes
not only product itself,
but also service and
experience
» Price is a symbol of
quality but value for
money is of primary
importance
COMPANY TARGET DISTRIBUTION COMMUNICATION
FRATELLI ROSSETTI People ooking for
quality
Agreement with
Fairton International
Company Ltd.
E-Boutique and
Department Stores
No adaptation
Traditional media
(Online catalogue
and
Press)
SALVATORE
FERRAGAMO
People looking for
quality
Online Boutique
Joint Venture with
Wood Family (Hong
Kong)
Online Catalogue
CHRISTIAN
LOUBOUTIN
Young generation Flagship stores and
department stores in
joint venture with
retailers
Vogue China
Online Catalogue
JIMMY CHOO New riches and
fashionistas
Direct distribution Online Catalogue
Product Placement
Competitive Scenario
COMPANY TARGET DISTRIBUTION COMMUNICATION
PRADA People looking for
quality, mainly
travellers
Online Boutique
Flagship stores in
first tier cities
Saggi expansion plan
towards second and
third tier cities
PR and events,
testimonials
CHRISTIAN DIOR People looking for
quality, appreciating
heritage and style
Online Boutique
Flagship stores
Vogue China
Events
GIUSEPPE ZANOTTI People looking for
quality, appreciating
heritage and style
Stores in first tier
cities
Vogue China
Product ManagementStandardization vs Adaptation?
“think global, act local”Product Assortment:
» CORE: LE SILLA
» FASHION: Enio Silla and Bridal
» IMAGE Gold Spring Collection (flagshipstore)
Gold Spring Collection
» Hydrangea: love, gratitude, illumination
» Orchid: perfection, abundance and fertility, interior growth
» Peach flowers: feminine beauty, long life, abundance
» Lilies: unity
Italian style combines with Chinese symbology for an exclusive collection
8 premium models released on 8th February
and made to order in store by an Italian artisan.
Peach Flower桃花
White Lily白百合
Hydrangea绣球
Orchid兰花
Brand ManagementStandardization vs Adaptation?
“think global, act local”
鞋兰鞋兰鞋兰鞋兰
» Same style and colors for the packaging, butChinese logo version willbe gold (like the star) asshoes’ box and shopping bag will be in burgundy
Xìe Làn“Orchid Shoe”
Price Strategy
» Competition
» Consumers
» Products
» Other country factors
Different price levels corresponding to three collections
(Core, Fashion, Image) and following target
segmentation (price setting is market oriented)
Centralized pricing decisions.
Price is influenced by:
Distribution StrategyFlagship store: 8th February
» brand showcase and experience
» market test and relationships with customers and other actors
» word of mouth and media attention
Multibrand stores:
» joint venture with Maison Mode
» openings in May in Chengdu, Chonqing, Shenyang
Direct + Indirect Distribution
Retail Experience» Gold Spring Limited Edition
» Interior design: Spring inspiration and Swarovski elements
» High- end customer service
» Italian artisan inside the store
a Chinese garden and a shoe makingshow for a unique shopping experience
Shop Window
The Lotus Flower represents
life: it is considered pure as it is
able to emerge from murky
waters in the morning and be
perfectly clean.
Marketing CommunicationSCENARIO:
» Brand overload
» Low brand awareness and loyalty
» Difficulty for Chinese consumers to recognize top brands
and which of them belong to premium segments
Communication CampaignSocial Networks and Fashion Bloggers
» SinaWeibo
» Gogoboi,
» the Style Voyager, A Pair and a Spair, ShaLei, Style and Notes
Press
Floating advertising and other media
BudgetAnnual BEP: 1,868,819€
Sales Forecastsand Break Even Point
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