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