LAUREN CLARK

A PROPOSAL FOR THE FAMILY THAT MADE AN ART OF TEXTILES AND FASHION

Table ofCONTENTS

PART 1: Research of Current BrandPART 2: SWOT AnalysisPART 3: New LogoPART 4: Logo ApplicationPART 5: ProposalsPART 6: New Advertising CampaignPART 7: Chicago Store Opening

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HISTORY

ETRO was founded in 1968 when Gimmo Etro launched a production of highly prestigious fabrics using natural fibers, which he embellished with original designs and innovative color ways.

In 1981, the furnishings textile line made its debut and the paisley motif was used to enrich the first collection.

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In 1984, ETRO introduced leather goods, bags, and travel bags to its product range.

ETRO launced the home accessories and complements collection in 1986, thus consolidating the brand’s lifestyle concept.

ETRO introduced perfume into their brand in the late 1980s.

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PRODUCTS

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ADVERTISING

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ONLINE PRESENCE

SWOT ANALYSIS

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STRENGTHS- Their traditional paisley print has put them in their own segment within the market. ETRO has become recognizable for their prints and bold colors.

WEAKNESSES- It’s hard for one cus-tomer to buy a lot of ETRO due to their prints and colors so there isn’t as strong of a brand loyalty as with other luxury brands.

OPPORTUNITIES- Continued expansion within the United States and other markets they currently don’t have a presence in.

THREATS- The lack of an e-commerce site during the digital age when consumers are constantly connecting to brands online.

NEW LOGO

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LOGO APPLICATION

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2”

3.5”

11”

8.5”6.5”

4”

Doris TreptowBrand Manager

T: (212) 345-0751F: (212) 345-0000

dtreptow@etro.com

March 7, 2012

Lauren ClarkAssistant Buyer754 5th AvenueNew York, NY 10019

Dear Ms. Clark,

I’m writing you in regards to the new ETRO Spring/Summer 2013 collection. Before the collection is debuted on the runway, ETRO is having an exclusive presentation in our New York show-room. We hope you can attend the event on behalf of Bergdorf Goodman. Thank you for your continued support of ETRO.

Sincerely,

Doris TreptowDoris TreptowBrand Manager

720 Madison AveNew York, NY 10065

PROPOSALS

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Two new advertising campaigns with one featuring the new handbag collection and another featuring classic ETRO luggage pieces.

Also, a plan for the Chicago store opening including the invitations, menus, press packets, and more.

NEW ADVERTISING CAMPAIGN

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CHICAGO STOREOPENING

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5”

3”

7”

7”

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3.5”

2”

6”

6”

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