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ROMAIN BERODIER, CHARLOTTE HERRERO, TEODORA FANTIGROSSI
Trivero, ItalyP i e t ro L o ro P i a n a founded Ing . Loro Piana & C.
Fabric productionR e p u t a t i o n a s a supplier of premium wool and cashmere textiles
DiversificationDivers ificat ion into l u x u r y g o o d s a n d d e v e l o p i n g a n international retail arm
Acquisition by LVMH
1924 1941 1970s 2013
01. IntroductionLoro Piana history
For 2 million. It is now present in 22 countries with 135 shops.
02.Loro Piana today
2014
€0
€200.000.000
€400.000.000
€600.000.000
€800.000.000
Operating revenue Sales
Key financial data
03.Brand identity
• Craftsmanship
• Refined raw materials
• Vertical integration
• Limited production
• Conservative image
• Hidden marketing : de bouche à oreille
• Personal relationship with clients
a. Dusty brand
Around 3/4 of Loro Piana customers are 50 or older despite the rising importance of Mil lennials as luxury purchaser, especially in Asia and Middle East.
b.Web experience
Confusing and incoherent web experience. Messy and outdated website and difficult shopping experience.
c.Customer experience
Lack of link between the online and offline experience. U n s t r u c t u re d c u s t o m e r relationship.
04. Major issues
Our solution
b .Web presence
b .Web presence
b .Web presence
Loro Piana added value: • Quality of the product • Support and advice given to the customer
Digital trasformation
Website should be a support to: • draw customer in • assist them • show the brand identity and durability
= pre shopping
Use of new distribution channels for a better customer experience that goes beyond the product
Digital management takes advantage of the possibilities to drive growth managing all interactions
01 Illustrate brand and product history, craftsmanship and quality of the raw material. Underline the durability of products and the brand’s engagement in sustainability.
Website as a support to the customer experience
Online sales
Online sales on a limited number of product with:
• 24/7 customer online help • Clear division of products in
categories • Mode l shou ld wea r the
products presented online
Models & brand ambassadors
Loro Piana's lifestyle should be emphasised. People that actually represents Loro Piana’s lifestyle ( sailing champions, jockeys) show be models/ brand ambassadors
Ready to order
Order items online so that they will be available in the closest boutique where the fitting and tailoring will take place.
Website as a support to the customer experience02. RE-STRUCTURE THE WEBSITE
01 Personalisation & exclusivity
With improvements in customer data and digital reach, Loro Piana can offer a new integrated a n d i n n o v a t i v e brand experience
c.Overall customer experience
In the increasingly technologically-mediated world, human is central and distinctive
c .Overall customer
experience
a. Special orders
b. Monogram and engravings
c. Boutique personalisation
Examples of personalisation
The customer can choose the colour and the materials of the item, once finished, it comes delivered in exclusive packaging complete with a personalised and signed letter from the designer
The customer can request to have personal monograms, initials or n a m e s h a n d - s t i c k e d o n t h e i r garments.
In-shop iPad available to all the sales-force to preview the clients the outcome of different personalisations in terms of colors, monograms, fabric etc
Know your customer
Sed ut perspiciatis unde omnis iste natus error sit vo luptatem do loremque l a u d a n t i u m , t o t a m re m aperiam, eaque ipsa quae ab illo inventore veritatis et quasi dicta sunt explicabo.
Linking the online and offline experience
Sed ut perspiciatis unde omnis iste natus error sit vo luptatem do loremque l a u d a n t i u m , t o t a m re m aperiam, eaque ipsa quae ab illo inventore veritatis et quasi dicta sunt explicabo.
c.Overall customer experience