Marketing Strategy and China Penetration

Luxury  and  Tailoring  Brands:  

Marketing  Strategy  and  China  

Penetration  

Group  9  

Lorenzo  Amadio  

Pietro  De  Falco  

Martina  Di  Nardo  

Janine  Fiorani  

Luca  Gervasi  

Gretha  Guacci  

Serena  Sartori  

Purposes  

-­‐ -­‐  Analysing  two  different  categories  of  fashion  industry:            

luxury  and  tailoring  

-­‐ -­‐  Marketing  strategies    

-­‐  Penetration  in  China  

Retailers  

LUXURY  BRANDS   TAILORING  BRANDS  

LUXURY  BRANDS  

Mario  &  Martino  

Prada;  from  1978  

PRADA   Milan,1913   Family  Business  

Miuccia  Prada  

GUCCI   Florence,  1921     Guccio  Gucci   Family  Business  

Private-­‐owned  

ARMANI   Milan,  1975   Giorgio  Armani   company  

TAILORING  BRANDS  

Carlalberto  &  

CORNELIANI   Mantova,  1958   Family  Business  

Claudio  Corneliani  

KITON   Arzano,  1956   Ciro  Paone   Family  Business  

ZEGNA   Novara,  1968   Angelo  Zegna   Family  Business  

TARGETING  

The  selection  of  potential  customers  to  whom  a  business  

wishes  to  sell  products  or  services.  

The  targeting  involves  segmenting  the  market,  choosing  

which  segments  of  the  market  are  appropriate  and  

determining  the  products  that  will  be  offered  in  each  

segments.  

LUXURY  BRANDS  -­‐  TARGETING  

Men  and  women  looking  for  high  quality  and  in  the  

same  time  fashion  style.  They  have  economic  possibility  

to  spend  more  than  most  of  people.  

TAILORING  BRANDS  -­‐  TARGETING  

Mostly  men  aged  between  30  and  65  years  old,  people  

with  a  strong  education  and  a  high  working  position,  

probably  with  a  good  salary.  

Market  Segmention  

The  process  of  defining  and  subdividing  a  large,  

homogeneous  market  into  clearly  identifiable  

segments  having  similar  needs,  wants  or  demand  

characteristics.  

PRADA  –  MARKET  SEGMENTATION  

Prada     Main  brand  –  Elegant  and  sophisticated  –  

Intellectual  chic  –  main  products  sold  are  leather  

goods  

Linea  rossa   Sporting  and  casual  linee  

(1997)  

Miu  miu  (1992)   Sensual  and  provocative  style  –  for  young  women  

looking  for  fashion  trends    

Church s   Acquired  in  1999  –  classical  style  and  sophisticated  

’

(1873)   elegance  

Car  shoe  (1963)   Acquired  in  2001  –  handmade  mocassins  for  sporty  

and  elegant  costumers  

GUCCI  –  MARKET  SEGMENTATION  

Any  differentation  in  terms  of  linee  of  products  –  

this  brand  has  created  high  quality  luxury  goods  –  

ready-­‐to-­‐wear  –  luggage  –hand  bags  –  leather  

Gucci  (1921)   goods  –  shoes  –  watches  –  jewellery  –  baby  wear  –  

home  goods  –gadjets  for  pets  

Alexander  McQueen,  Balenciaga,  Bottega  Veneta,  

Gucci,  Yves  Saint  Laurent,  Sergio  Rossi,  Stella  

McCartney.     ARMANI  –  MARKET  SEGMENTATION  

Main collection of apparel that consists of the signature Armani suits, Oscar

gowns and so on, which are of the ultra-premium price points and essentially

Giorgio  Armani   targeting consumers in the 35-50 year old age group

Targeted especially at the young professional segment in the 25-35 year old

Emporio   age group, the Emporio Armani brand provides contemporary designs that are

Armani   relevant to the target customers.

This is the lowest range of Armani apparel. Catering necessarily to the young

adults in the 18 to 30 year old age group, the Armani Jeans collection provides

Armani  Jeans   a trendy yet fashionable and luxurio