Embed Size (px)
Citation preview
Camila Zanoelopresents
Mentor Annamaria TartagliaAssistant Serena SignoriniFashion Management 2012
A Costume Jewelry Brand for the Italian Market
Master of Fashion Management 2012
0120
Assess the feasibility for the expansion of a Brazilian costume
jewelry brand to the Italian market
OBJECTIVE
Master of Fashion Management 2012
0220
ECONOMYGDP Forecast 2013
BRAZIL ITALY
15 05
GDP per Capita Forecast 2013
US$36000US$12000
Source IMF and ISTAT World Bank
bull Market Saturation no brand loyaltybull Segmented in 4 Macro Areas Luxury Functional Fashion and Low Cost bull North of Italy absorbs 515 of the marketbull Specialized and non-specialized distribution channels are losing market share bull Distributors have an important role bull Brazil has great export potential
JEWELRY MARKET
ADDED VALUE CAPITA
MILANNo1
875 Material Value125 Emotional Value
Source Quaeris Market amp Social Research
ITALIAN FEMALE CONSUMERS
0320
Italian Women514 of the population
Average age 45 years old72 Feel loved
63 Recognized in their roles
Master of Fashion Management 2012
Strugling to make it
18 Aiming for relationship
8On their own
7
Under pressure
22
Fulfilled with Independent
Children30
Successful15
FLASHBACK331
UOMA36
Kidult301New
Romantic24
SUCCESS92
ATTITUDES76 Brand is made of tradition50 Brand express lifestyle75 Being trendy is linked to feeling good76 Visit Accessories POS because itrsquos fun and Pleasant
RETAIL TRENDSSmile GiversHumble LuxuryTrading UpSelf GratificationSensorial POS
Psycho-Linguistic Cluster
Female Social Demographic
Source Boston Consulting Group AstraRicerche
Master of Fashion Management 2012
0420
BRANDCREATED
BRAND DNA
Craftsmanship Empower Delicacy Joyful
DNA Keywords
2006
Satildeo Leopoldo54000 Women
Aged 25 to 60 Years Old
0520
BALANGANDAtildeS IN BRAZIL
Master of Fashion Management 2012
Source Istituto Brasileiro de Geografia e Estatisticas
Serenity Romantic
Dash of Rustic Shabby Chic
0620
TARGET
Relax Style Delicate Joyful
BRAZILPersonal Style
Statement Open Minded
Succesful35 - 55 years oldNew RomanticHabitual User
Value Oriented
ITALY
0720
Master of Fashion Management 2012
BALANGANDASProtective amulets that represented
the story of a creole woman
AFRICAN-BrazilianCultural preservation and mix of
religious and symbolic values Made in Brazil with African beliefs
Carmen MirandaActress and singer she is the precursor
of Brazilrsquos TropicalismoMade the song ldquoO Que Que a Baiana
Temrdquo popular
CONCEPT FOR ITALIAN MARKET
bull e north region of Italy absorbs 515 ofthe jewelry market
bull Milan 295000 women aged 25 - 55bull 50 GDP per capita higher than national average
bull Fashion capitalbull Effervescent Placebull Tourism retail hub
0820
Master of Fashion Management 2012 Source Unioncamere Dossier Economia Comune di Milano Settore Statistica Assicor
BALANGANDAtildeSExpansion To MilanESE MARKET
CORSO GARIBALDI
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
0120
Assess the feasibility for the expansion of a Brazilian costume
jewelry brand to the Italian market
OBJECTIVE
Master of Fashion Management 2012
0220
ECONOMYGDP Forecast 2013
BRAZIL ITALY
15 05
GDP per Capita Forecast 2013
US$36000US$12000
Source IMF and ISTAT World Bank
bull Market Saturation no brand loyaltybull Segmented in 4 Macro Areas Luxury Functional Fashion and Low Cost bull North of Italy absorbs 515 of the marketbull Specialized and non-specialized distribution channels are losing market share bull Distributors have an important role bull Brazil has great export potential
JEWELRY MARKET
ADDED VALUE CAPITA
MILANNo1
875 Material Value125 Emotional Value
Source Quaeris Market amp Social Research
ITALIAN FEMALE CONSUMERS
0320
Italian Women514 of the population
Average age 45 years old72 Feel loved
63 Recognized in their roles
Master of Fashion Management 2012
Strugling to make it
18 Aiming for relationship
8On their own
7
Under pressure
22
Fulfilled with Independent
Children30
Successful15
FLASHBACK331
UOMA36
Kidult301New
Romantic24
SUCCESS92
ATTITUDES76 Brand is made of tradition50 Brand express lifestyle75 Being trendy is linked to feeling good76 Visit Accessories POS because itrsquos fun and Pleasant
RETAIL TRENDSSmile GiversHumble LuxuryTrading UpSelf GratificationSensorial POS
Psycho-Linguistic Cluster
Female Social Demographic
Source Boston Consulting Group AstraRicerche
Master of Fashion Management 2012
0420
BRANDCREATED
BRAND DNA
Craftsmanship Empower Delicacy Joyful
DNA Keywords
2006
Satildeo Leopoldo54000 Women
Aged 25 to 60 Years Old
0520
BALANGANDAtildeS IN BRAZIL
Master of Fashion Management 2012
Source Istituto Brasileiro de Geografia e Estatisticas
Serenity Romantic
Dash of Rustic Shabby Chic
0620
TARGET
Relax Style Delicate Joyful
BRAZILPersonal Style
Statement Open Minded
Succesful35 - 55 years oldNew RomanticHabitual User
Value Oriented
ITALY
0720
Master of Fashion Management 2012
BALANGANDASProtective amulets that represented
the story of a creole woman
AFRICAN-BrazilianCultural preservation and mix of
religious and symbolic values Made in Brazil with African beliefs
Carmen MirandaActress and singer she is the precursor
of Brazilrsquos TropicalismoMade the song ldquoO Que Que a Baiana
Temrdquo popular
CONCEPT FOR ITALIAN MARKET
bull e north region of Italy absorbs 515 ofthe jewelry market
bull Milan 295000 women aged 25 - 55bull 50 GDP per capita higher than national average
bull Fashion capitalbull Effervescent Placebull Tourism retail hub
0820
Master of Fashion Management 2012 Source Unioncamere Dossier Economia Comune di Milano Settore Statistica Assicor
BALANGANDAtildeSExpansion To MilanESE MARKET
CORSO GARIBALDI
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
0220
ECONOMYGDP Forecast 2013
BRAZIL ITALY
15 05
GDP per Capita Forecast 2013
US$36000US$12000
Source IMF and ISTAT World Bank
bull Market Saturation no brand loyaltybull Segmented in 4 Macro Areas Luxury Functional Fashion and Low Cost bull North of Italy absorbs 515 of the marketbull Specialized and non-specialized distribution channels are losing market share bull Distributors have an important role bull Brazil has great export potential
JEWELRY MARKET
ADDED VALUE CAPITA
MILANNo1
875 Material Value125 Emotional Value
Source Quaeris Market amp Social Research
ITALIAN FEMALE CONSUMERS
0320
Italian Women514 of the population
Average age 45 years old72 Feel loved
63 Recognized in their roles
Master of Fashion Management 2012
Strugling to make it
18 Aiming for relationship
8On their own
7
Under pressure
22
Fulfilled with Independent
Children30
Successful15
FLASHBACK331
UOMA36
Kidult301New
Romantic24
SUCCESS92
ATTITUDES76 Brand is made of tradition50 Brand express lifestyle75 Being trendy is linked to feeling good76 Visit Accessories POS because itrsquos fun and Pleasant
RETAIL TRENDSSmile GiversHumble LuxuryTrading UpSelf GratificationSensorial POS
Psycho-Linguistic Cluster
Female Social Demographic
Source Boston Consulting Group AstraRicerche
Master of Fashion Management 2012
0420
BRANDCREATED
BRAND DNA
Craftsmanship Empower Delicacy Joyful
DNA Keywords
2006
Satildeo Leopoldo54000 Women
Aged 25 to 60 Years Old
0520
BALANGANDAtildeS IN BRAZIL
Master of Fashion Management 2012
Source Istituto Brasileiro de Geografia e Estatisticas
Serenity Romantic
Dash of Rustic Shabby Chic
0620
TARGET
Relax Style Delicate Joyful
BRAZILPersonal Style
Statement Open Minded
Succesful35 - 55 years oldNew RomanticHabitual User
Value Oriented
ITALY
0720
Master of Fashion Management 2012
BALANGANDASProtective amulets that represented
the story of a creole woman
AFRICAN-BrazilianCultural preservation and mix of
religious and symbolic values Made in Brazil with African beliefs
Carmen MirandaActress and singer she is the precursor
of Brazilrsquos TropicalismoMade the song ldquoO Que Que a Baiana
Temrdquo popular
CONCEPT FOR ITALIAN MARKET
bull e north region of Italy absorbs 515 ofthe jewelry market
bull Milan 295000 women aged 25 - 55bull 50 GDP per capita higher than national average
bull Fashion capitalbull Effervescent Placebull Tourism retail hub
0820
Master of Fashion Management 2012 Source Unioncamere Dossier Economia Comune di Milano Settore Statistica Assicor
BALANGANDAtildeSExpansion To MilanESE MARKET
CORSO GARIBALDI
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
ITALIAN FEMALE CONSUMERS
0320
Italian Women514 of the population
Average age 45 years old72 Feel loved
63 Recognized in their roles
Master of Fashion Management 2012
Strugling to make it
18 Aiming for relationship
8On their own
7
Under pressure
22
Fulfilled with Independent
Children30
Successful15
FLASHBACK331
UOMA36
Kidult301New
Romantic24
SUCCESS92
ATTITUDES76 Brand is made of tradition50 Brand express lifestyle75 Being trendy is linked to feeling good76 Visit Accessories POS because itrsquos fun and Pleasant
RETAIL TRENDSSmile GiversHumble LuxuryTrading UpSelf GratificationSensorial POS
Psycho-Linguistic Cluster
Female Social Demographic
Source Boston Consulting Group AstraRicerche
Master of Fashion Management 2012
0420
BRANDCREATED
BRAND DNA
Craftsmanship Empower Delicacy Joyful
DNA Keywords
2006
Satildeo Leopoldo54000 Women
Aged 25 to 60 Years Old
0520
BALANGANDAtildeS IN BRAZIL
Master of Fashion Management 2012
Source Istituto Brasileiro de Geografia e Estatisticas
Serenity Romantic
Dash of Rustic Shabby Chic
0620
TARGET
Relax Style Delicate Joyful
BRAZILPersonal Style
Statement Open Minded
Succesful35 - 55 years oldNew RomanticHabitual User
Value Oriented
ITALY
0720
Master of Fashion Management 2012
BALANGANDASProtective amulets that represented
the story of a creole woman
AFRICAN-BrazilianCultural preservation and mix of
religious and symbolic values Made in Brazil with African beliefs
Carmen MirandaActress and singer she is the precursor
of Brazilrsquos TropicalismoMade the song ldquoO Que Que a Baiana
Temrdquo popular
CONCEPT FOR ITALIAN MARKET
bull e north region of Italy absorbs 515 ofthe jewelry market
bull Milan 295000 women aged 25 - 55bull 50 GDP per capita higher than national average
bull Fashion capitalbull Effervescent Placebull Tourism retail hub
0820
Master of Fashion Management 2012 Source Unioncamere Dossier Economia Comune di Milano Settore Statistica Assicor
BALANGANDAtildeSExpansion To MilanESE MARKET
CORSO GARIBALDI
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
0420
BRANDCREATED
BRAND DNA
Craftsmanship Empower Delicacy Joyful
DNA Keywords
2006
Satildeo Leopoldo54000 Women
Aged 25 to 60 Years Old
0520
BALANGANDAtildeS IN BRAZIL
Master of Fashion Management 2012
Source Istituto Brasileiro de Geografia e Estatisticas
Serenity Romantic
Dash of Rustic Shabby Chic
0620
TARGET
Relax Style Delicate Joyful
BRAZILPersonal Style
Statement Open Minded
Succesful35 - 55 years oldNew RomanticHabitual User
Value Oriented
ITALY
0720
Master of Fashion Management 2012
BALANGANDASProtective amulets that represented
the story of a creole woman
AFRICAN-BrazilianCultural preservation and mix of
religious and symbolic values Made in Brazil with African beliefs
Carmen MirandaActress and singer she is the precursor
of Brazilrsquos TropicalismoMade the song ldquoO Que Que a Baiana
Temrdquo popular
CONCEPT FOR ITALIAN MARKET
bull e north region of Italy absorbs 515 ofthe jewelry market
bull Milan 295000 women aged 25 - 55bull 50 GDP per capita higher than national average
bull Fashion capitalbull Effervescent Placebull Tourism retail hub
0820
Master of Fashion Management 2012 Source Unioncamere Dossier Economia Comune di Milano Settore Statistica Assicor
BALANGANDAtildeSExpansion To MilanESE MARKET
CORSO GARIBALDI
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Satildeo Leopoldo54000 Women
Aged 25 to 60 Years Old
0520
BALANGANDAtildeS IN BRAZIL
Master of Fashion Management 2012
Source Istituto Brasileiro de Geografia e Estatisticas
Serenity Romantic
Dash of Rustic Shabby Chic
0620
TARGET
Relax Style Delicate Joyful
BRAZILPersonal Style
Statement Open Minded
Succesful35 - 55 years oldNew RomanticHabitual User
Value Oriented
ITALY
0720
Master of Fashion Management 2012
BALANGANDASProtective amulets that represented
the story of a creole woman
AFRICAN-BrazilianCultural preservation and mix of
religious and symbolic values Made in Brazil with African beliefs
Carmen MirandaActress and singer she is the precursor
of Brazilrsquos TropicalismoMade the song ldquoO Que Que a Baiana
Temrdquo popular
CONCEPT FOR ITALIAN MARKET
bull e north region of Italy absorbs 515 ofthe jewelry market
bull Milan 295000 women aged 25 - 55bull 50 GDP per capita higher than national average
bull Fashion capitalbull Effervescent Placebull Tourism retail hub
0820
Master of Fashion Management 2012 Source Unioncamere Dossier Economia Comune di Milano Settore Statistica Assicor
BALANGANDAtildeSExpansion To MilanESE MARKET
CORSO GARIBALDI
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
0620
TARGET
Relax Style Delicate Joyful
BRAZILPersonal Style
Statement Open Minded
Succesful35 - 55 years oldNew RomanticHabitual User
Value Oriented
ITALY
0720
Master of Fashion Management 2012
BALANGANDASProtective amulets that represented
the story of a creole woman
AFRICAN-BrazilianCultural preservation and mix of
religious and symbolic values Made in Brazil with African beliefs
Carmen MirandaActress and singer she is the precursor
of Brazilrsquos TropicalismoMade the song ldquoO Que Que a Baiana
Temrdquo popular
CONCEPT FOR ITALIAN MARKET
bull e north region of Italy absorbs 515 ofthe jewelry market
bull Milan 295000 women aged 25 - 55bull 50 GDP per capita higher than national average
bull Fashion capitalbull Effervescent Placebull Tourism retail hub
0820
Master of Fashion Management 2012 Source Unioncamere Dossier Economia Comune di Milano Settore Statistica Assicor
BALANGANDAtildeSExpansion To MilanESE MARKET
CORSO GARIBALDI
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
0720
Master of Fashion Management 2012
BALANGANDASProtective amulets that represented
the story of a creole woman
AFRICAN-BrazilianCultural preservation and mix of
religious and symbolic values Made in Brazil with African beliefs
Carmen MirandaActress and singer she is the precursor
of Brazilrsquos TropicalismoMade the song ldquoO Que Que a Baiana
Temrdquo popular
CONCEPT FOR ITALIAN MARKET
bull e north region of Italy absorbs 515 ofthe jewelry market
bull Milan 295000 women aged 25 - 55bull 50 GDP per capita higher than national average
bull Fashion capitalbull Effervescent Placebull Tourism retail hub
0820
Master of Fashion Management 2012 Source Unioncamere Dossier Economia Comune di Milano Settore Statistica Assicor
BALANGANDAtildeSExpansion To MilanESE MARKET
CORSO GARIBALDI
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
bull e north region of Italy absorbs 515 ofthe jewelry market
bull Milan 295000 women aged 25 - 55bull 50 GDP per capita higher than national average
bull Fashion capitalbull Effervescent Placebull Tourism retail hub
0820
Master of Fashion Management 2012 Source Unioncamere Dossier Economia Comune di Milano Settore Statistica Assicor
BALANGANDAtildeSExpansion To MilanESE MARKET
CORSO GARIBALDI
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
0920
COMPETITOR ANALYSIS
Ultima EdizioneSpecial occasions
SHARRA PAGANOEclectic mix of materials
DodoEmotional value
LES NegraveregraveidesInspired by fantasy
EXCELSIORStatement pieces
SwarovskiReinsures of quality
Daniela de marchi
Texture and colored glazes
PELLINIInfluenced by art
Master of Fashion Management 2012 Criteria used to choose competitors costume jewelry brands located in Milan city center
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
1020
COMPETITOR PRICES
euro200
euro400
euro600
euro800
euro1000
euro1200
euro1400
Excelsior
Daniela de MarchiDodo
Nomination
Les Negraveregraveides
Swarovski
Sharra Pagano
Ultima EdizionePellini
Earrings BraceletsNecklaces Rings
Master of Fashion Management 2012
Excelsior euro405
Daniela de marchi euro290
Dodo euro356
Nomination euro290
Ultima edizione euro246
Pellini euro203
Swarovski euro315
Sharra pagano euro202
Les Negraveregraveides euro204
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
1120
PRODUCT amp PRICEMarket Oriented Price
Average product priceeuro 141
Average Per Category
bull Earrings euro 127bull Rings euro 188bull Necklace euro 136bull Bracelets euro 164bull Pendants euro 83
Materialsbull Base Metal Alloybull ick coat of yellow gold
silver or rhodiumbull Gemstonesbull Cultivated Pearlsbull Alternative Materials
Product Mixbull 19 Ringsbull 42 Earringsbull 20 Necklacesbull 11 Braceletsbull 8 Pendants
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
1220
PRODUCT SELECTION
OCEANICA
MARROM amp AZUL capim limatildeO CHICLETE
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
1320
Visual Identity
The cultural heritage Recognizable style through colorful gemstones
Retail Space Communication
BRAZILIAN ELEMENTS
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
1420
BRAND POSITIONING
Emotional appeal high perceived value approachable price
bull Intrinsic Valuebull Emphasizing Craftsmanshipbull Durability and Design
bull Emotional Valuebull Building Favorable Associationsbull Brazilian Joie de Vivre Mystic of Balangandatildes
Product is the starting point to create brand
identity
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
1520
Master of Fashion Management 2012
POSITIONING MAP
DODO
LES NEacuteREacuteIDES
PELLINI
Statement Piece
EXCELSIOR
Fine Style
EmotionalFunction
DANIELA DE MARCHISHARRA PAGANO
SWAROVSKI
ULTIMA EDIZIONE
NOMINATION
BROSWAY
SWATCH JEWELRY
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
OS TOPPORTUNITIESbullExtend the business to become a wholesaler
bullIncrease market share through effective communication
W
1620
Master of Fashion Management 2012
SWOT
THREATSbullCompetitors with equal quality but with more aggressive pricing
bullLack of brand awareness
WeaknessbullPeriod of economic stagnation
bullProducts tailored for the middle class are increasingly losing consumerrsquo interest
STRENGTHbullDistinctive quality and signature style
bullMarket shift from fine jewelry towards fine costume jewelry
bullPositive connotation due to place of origin
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
1720
COMMUNICATION STRATEGIESCreate brand awareness
PACKAGINGINSTAGRAMLoyalty CardPINTERESTONLINE
NEWSLETTER
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
CS
ONLINE NEWSLETTERDrive In-store Traffic
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
PINTERESTInspiration
CS
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
LOYALTY CARDEngage Customers
CS
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
InstagramBehind the Scenes
CS
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
PACKAGINGTranslate visual identity
CS
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
1820
BUSINESS STRATEGIESCompany registered as Limited Liability Partnership (Srl)
Capital invested Reconstruction POS euro5000
Initial Stock euro20000
Furniture euro10000
Computer euro700
New Website euro500
Company Registration euro2500
Business Cards amp Packaging euro2000
Product oriented strategyDifferentiation set brand apart from key
competitors
Marketing strategyPromotional tools to achieve market
prominence
SHort time goal ProfitableOperation POS
Long time goal WholesalerOf Balangandatildes Brand
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
1920
EXPECTED GROWTHGrowing rate based on recurrent figures from Brazilian branch
EBITDA Sales Volume GrowthInternal ROR
0
50
100
150
200
250
20142015
20162017
2018euro0
euro100000
euro200000
euro300000
euro400000
20142015
20162017
2018
Revenue forecastin euro
EBITDA SALES VOLUME GROWTH amp INTERNAL RATE OF RETURN
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
2020
CONCLUSION
PRACTICAL APPLICATION
bull Success related to leveraging Brazilian connotation
bull Opportunities through effective
communication
bull Overall positive results
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
Master of Fashion Management 2012
REFERENCECOBELLINI13 E13 SAVIOLO13 S13 Managing13 Fashion13 and13 Luxury13 Companies13 Milano13 Etas13 201013 26313 p13
DAVIS13 M13 The13 Fundamentals13 of13 Branding13 Switzerland13 AVA13 Books13 200913 18313 p13 ISTRIA13 M13 13 Pink13 MarkeQng13 MarkeQng13 Il13 markeQng13 al13 femminile13 Milano13 LupeR13 201213 16613 p13
MEO13 C13 OSTIDICH13 D13 Come13 acquistano13 gli13 italiani13 I13 comportamenQ13 di13 acquisto13 delle13 persone13 e13 le13 strategie13 dei13 distributori13 Milano13 Il13 sole13 2413 Ore13 200813 190p13 STUTELY13 R13 The13 definiQve13 business13 plan13 the13 fast13 track13 to13 intelligent13 business13 planning13 for13 execuQves13 and13 entrepreneurs13 Great13 Britain13 Pearson13 200213 31213 p13 SHMITT13 HB13 Costumer13 Experience13 Management13 A13 revoluQonary13 approach13 to13 connecQng13 with13 your13 costumers13 New13 Jersey13 John13 Wiley13 amp13 Sons13 200313 24213 p13
JOLLY13 David13 Economy13 Slumps13 in13 Italy13 and13 Germany13 At13 lthbpwwwnyQmescom20120808businessglobaldaily-shy‐euro-shy‐zone-shy‐watchhtmlgt13 Access13 September13 2413 201213 13 World13 Bank13 At13 lt13 hbpdataworldbankorgcountryitalygt13 Access13 in13 September13 2413 2012
World13 Bank13 naQonal13 accounts13 data13 GDP13 Raking13 201113 At13 lthbpdataworldbankorgdata-shy‐catalogGDP-shy‐ranking-shy‐tablegt13 Access13 September13 2413 2012Union13 Camere13 Dossier13 Economia13 Atlthbpstarnetunioncamereit13 gt13 Access13 September13 2813 13 201213 UNTWO13 Tourism13 Highlights13 201213 EdiQon13 At13 lthbpmktunwtoorg13 gt13 Access13 September13 2913 2012
Tourism13 Cluster13 In13 Italy13 Microeconomics13 of13 CompeQQveness13 Final13 Report13 At13 lthbphbpwwwischbsedugt13 Access13 September13 2913 201213 IndiaMart13 AtlthbpsourcingindiamartcomapparelarQclesfashion-shy‐jewelry-shy‐industrygt13 Access13 October13 113 201213
CASADEI13 Marta13 Nel13 sebore13 gioielli13 lItalia13 non13 egrave13 piugrave13 doro13 Il13 Sole13 2413 Ore13 February13 1613 201213 At13 lthbpwwwluxury24ilsole24orecomModaSQli201202italia-shy‐non-shy‐piu-shy‐d-shy‐oro_1phpgt13 Access13 October13 113 201213 At13 lt13 hbpwwwassicororgcontentphpp=537gt13 Access13 October13 113 201213
Quaeris13 Market13 amp13 Social13 Research13 Che13 Rapporto13 hanno13 gli13 italiani13 coi13 gioielli13 Sample13 50213 all13 residents13 in13 Italy13 At13 lthbpwwwquaerisitindexphpopQon=com_contentampview=arQcleampid=294che-shy‐rapporto-shy‐hanno-shy‐gli-shy‐italiani-shy‐coi-shy‐gioielliampcaQd=42newsprimapaginaampItemid=172gt13 Access13 October13 113 201213
Al13 Invest13 At13 lthbpwwwal-shy‐invest4euminisitejoyeria_portitaliaitalia1htmlgt13 Access13 October13 213 201213 Cacircmera13 Iacutetalo-shy‐Brasileira13 de13 Comeacutercio13 Induacutestria13 e13 Agricultura13 At13 lt13 hbpitalcamcombrita2012informacoes_italiaphpgt13 Access13 September13 2813 201213 13
IsQtuto13 Brasileiro13 de13 Geografia13 e13 EstatsQcas13 At13 lthbpwwwibgegovbrcidadesattopwindowhtm1gt13 Access13 October13 0213 2012SANTANGELO13 Nicola13 CosQtuzione13 di13 una13 Srl13 come13 nasce13 una13 societagrave13 a13 responsabilitagrave13 limitata13 At
13 lthbpwwwpmiitimpresacontabilita-shy‐e-shy‐fiscoarQcolo5893cosQtuzione-shy‐di-shy‐una-shy‐srl-shy‐come-shy‐nasce-shy‐una-shy‐societa-shy‐a-shy‐responsabilita-shy‐limitatahtmlgt13 Access13 November13 1613 2012InflaQon13 World13 Wide13 Data13 At13 lthbpwwwinflaQoneuinflaQon-shy‐ratesitalyhistoric-shy‐inflaQoncpi-shy‐inflaQon-shy‐italy-shy‐2012aspxgt13 Access13 November13 1613 2012
World13 Bank13 At13 lthbpdataworldbankorgindicatorNYGDPPCAPCDgt13 Access13 September13 2813 2012World13 Economic13 Outlook13 FMI13 At13 lthbpwwweconstatscomweoV017htmgt13 Access13 September13 2813 2012
G113 Notcias13 FMI13 reduz13 Previsatildeo13 de13 crescimento13 do13 Brasil13 em13 202113 para13 1513 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 September13 2813 201213 Ministeacuterio13 do13 Desenvolvimento13 Induacutestria13 e13 Comeacutercio13 Exterior13
At13 lthbpwwwdesenvolvimentogovbrsiQointernainternaphparea=5ampmenu=528amprefr=407gt13 Access13 November13 1613 2012Export13 Help13 Desk13 AtlthbpexporthelpeuropaeuthdapptaricTaricServletacQon=tariffampprodLine=80ampsimDate=20121001amplanguageId=ptamptaricCode=7117900000ampcountryId=BRampsimDateDay=01ampsimDateMonth=10ampsimDateYear=2012ampnomenCmd=Visualizargt13
Access13 November13 1613 201213 Comune13 di13 Milano13 Sebore13 di13 StaQsQca13 At13
lthbpwwwcomunemilanoitportalewpsportalsearchresultdetailWCM_GLOBAL_CONTEXT=wpswcmconnectContentLibraryho+bisogno+diho+bisogno+dibanche+daQ+e+staQsQche_daQ+staQsQci+relaQvi+alla+popolazionegt13 Access13 September13 2813 201213 FMI13 reduz13 previsatildeo13 de13 crescimento13 do13 Brasil13 em13 201213 para13 15
13 At13 lthbpg1globocomeconomianoQcia201210fmi-shy‐reduz-shy‐previsao-shy‐de-shy‐crescimento-shy‐do-shy‐brasil-shy‐em-shy‐2012-shy‐para-shy‐15htmlgt13 Access13 November13 913 2012MORAES13 Virginia13 At13 lthbpvirginiamoraesblogspotit200910biografiahtmlgt13 Access13 October13 1013 2012
VANAUKEN13 Brad13 Branding13 Strategy13 Insider13 At13 lthbpwwwbrandingstrategyinsidercom200908today-shy‐another-shy‐quesQon-shy‐from-shy‐the-shy‐bsi-shy‐emailbag-shy‐gard-shy‐a-shy‐marketer-shy‐from-shy‐oslo-shy‐norway-shy‐asksbrad-shy‐i-shy‐am-shy‐working-shy‐and-shy‐studying-shy‐whtmlgt13 Access13 October13 1413 2012About13 Milan13 At13 lthbpwwwaboutmilancomgt13 Access13 November13 913 2012
Aprendendo13 a13 Exportar13 At13 lthbpwwwaprendendoaexportargovbrgt13 Access13 November13 1613 2012Aurelieacute13 Bidermann13 At13 hbpaureliebidermanncomgt13 Access13 October13 113 2012Annarita13 Celano13 At13 hbpwwwannaritacelanocomgt13 Access13 October13 113 2012
Bex13 Rox13 At13 hbpwwwbexroxcomgt13 Access13 October13 113 2012Mario13 Pini13 At13 hbpwwwmariopinicomgt13 Access13 October13 113 2012Swatch13 At13 lthbpwwwswatchcomgt13 Access13 October13 113 2012
Daniela13 de13 Marchi13 At13 lthbpwwwdanielademarchiitgt13 Access13 October13 113 2012Brosway13 At13 lthbpwwwbroswaycomgt13 Access13 October13 113 2012
Dodo13 At13 lthbpwwwdodoitgt13 Access13 October13 113 2012NominaQon13 At13 lthbpstorenominaQonusgt13 Access13 October13 113 2012
UlQma13 Edizione13 At13 lthbpwwwulQmaedizioneitgt13 Access13 October13 113 2012Pellini13 At13 lthbpwwwpelliniitgt13 Access13 October13 113 2012
Swarovski13 At13 13 ltwwwswarovskicomgt13 Access13 October13 113 2012Sharra13 Pagano13 At13 lthbpwwwsharrapaganoitgt13 Access13 October13 113 2012Les13 Neacutereacuteides13 At13 lthbpwwwlesnereidescomgt13 Access13 October13 113 2012
