AFG-Fall Winter 2012-Pronovias
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Transcript of AFG-Fall Winter 2012-Pronovias
WELCOME TO PRONOVIAS!
THE CORPORATE PROFILE
THE RETAIL CONCEPT
THE PRODUCT LINES
MARKETING & COMMUNICATION
THE PRONOVIAS FRANCHISE SYSTEM
Thank you for your interest and your time. It is a honour for me to
introduce you to the Pronovias world.
To start with, we are a family owned company. Since we started in 1964, the
company has never changed ownership and we are determinated to continue
being in the future a family owned-professionally managed company. We
believe that family companies add human values, long term vision and a unique
commitment in making things better day after day.
My father was a pioneer. He started in the bridal business in 1920 as a bridal
fabric retailer. In the early 60’s he started the first prêt-à-porter bridal operation
in Spain. In 1968 when I was 18 he gave me the opportunity to manage the
company. Three months later I launched Pronovias with the idea of making it
the best bridal company in the world. 40 years later and with the help of
thousands of people all over the world our company has become the world
leader in bridal fashion. But there is still so much to do…
In the next pages we invite you to know more about our achievements and
challenges. On the other hand, let me tell you something which has always
been and will be the essence and personality of our business: LOVE.
We are a company full of LOVE and you can feel it every where. We LOVE our
work, we LOVE making the most beautiful bridal dresses in the world, we LOVE
our customers, we LOVE the people who work in the company and above all
we LOVE making brides all over the world realize their magic dream on their
happiest day. Anybody who wants to share our project is already part of our
family.
Welcome to the Pronovias family!
Alberto Palatchi, President
“Love has always been
the essence of our
brand personality”
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE CORPORATE PROFILE
1922 Alberto Palatchi Benveniste begins selling laces and embroidery under
“El Suizo” brand.
1928 Opening of first lace store in Barcelona (street Condal nº 7).
1964 Launch of San Patrick S.L. as the pioneer in bridal “prêt-à-porter” in Spain.
1968 Alberto Palatchi Ribera starts in the Business
The PRONOVIAS brand is born.
Opening of franchises
1972 Launch of Pronovias corporate stores.
1975 Expansion in Europe through affiliates and subsidiaries
1980 Creation of new brands and product lines.
1990 Expansion in 5 continents.
Licences of national and international designers Valentino, Elie Saab.
2002 / Now Flagships openings in main cities all over the world (London,
Milan, Paris, New York). New global distribution centre in Barcelona.
HISTORY
A FAMILY OWNED
PROFESSIONALLY MANAGED
COMPANY
FACTS
FIGURES 2010
CORPORATE & PERSONAL VALUES
HISTORY
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE CORPORATE PROFILE
Pioneer of the bridal “prêt-à-porter” and specialized bridal stores in Spain.
Worldwide leader in bridal fashion with a global market share of over 5%.
Design: More than 70 full-time people in charge of design and development of new
products headed by our Creative Director Manuel Mota.
More than 2000 new products every year.
Distribution: More than 3.800 customers in 75 countries.
Retail: 150 company owned or franchised stores. Flagship stores in New York,
London, Paris, Milan, Madrid, Barcelona, Mexico, Athens.
Brands: Pronovias, Manuel Mota. ST. Patrick, La Sposa, Atelier Diagonal, White
One. Exclusive Licensed brands for bridal: Elie Saab.
Growth rate: 20% average organic growth, every year.
HISTORY
A FAMILY OWNED
PROFESSIONALLY MANAGED
COMPANY
FACTS
FIGURES 2010
FACTS
CORPORATE & PERSONAL VALUES
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE CORPORATE PROFILE
HISTORY
A FAMILY OWNED
PROFESSIONALLY MANAGED
COMPANY
FACTS
FIGURES 2010FIGURES 2010
CORPORATE & PERSONAL VALUES
Sales agregates
EBITDA (consolidated)
Equity Capital (consolidated)
Investment last 3 years
Headcount
USD
228 M
57 M
350 M
130 M
740 people
The Pronovias team:
740 people.
42 nationalities.
The same spirit. Worldwide
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE CORPORATE PROFILE
HISTORY
A FAMILY OWNED
PROFESSIONALLY MANAGED
COMPANY
FACTS
FIGURES 2010
CORPORATE & PERSONAL VALUESCORPORATE & PERSONAL VALUES
CORPORATE VALUES
Customer satisfaction
Leadership
Pioneers
Innovation
Organic sustainable growth
Product superiority
International drive
Commitment in making a better
life for our people, business
associates and comunities
Reinvestment
PERSONAL VALUES
Love in everything we do
Honesty
Courage
Hard work
Commitment
Positive attitude
Constant personal development
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE CORPORATE PROFILE
The integration of all stages involving the elaboration of our dresses,
guaranties the maximum quality and the best finishing at affordable prices.
The whole manufacturing process combines craft techniques and a great
deal of artisan work with the most modern technology, which allows us to
meet the tight deadlines that the market dictates.
PRONOVIAS AN INTEGRATED
COMPANY
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE CORPORATE PROFILE
PRONOVIAS AN INTEGRATED
COMPANY
The operations centre is located in El Prat del Llobregat, just a few
Kilometers away from Barcelona.
More than 55.000m2 dedicated to design, industrialisation, manufacturing
and distribution.
More than 70 people working on the artisan design and development of over
2000 new products every new season.
The Technical Office encompasses all the Know-how of the manufacturing
team, with tight deadlines, to produce the most wonderful dresses ensuring
both quality and the best finishing.
The product development team uses the most modern design tools
supported by CAD.
The multiple artisan finishes require a highly qualified and experienced team.
Hundreds of procedures are handmade.
Every dress is made with fabrics and raw materials from many countries, this
process is controlled by our operational centre.
Every dress is uniquely identified and controlled through every single stage of
the manufacturing process, always using the most highly advanced IT tools.
Direct distribution to our stores and customers worldwide.
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE CORPORATE PROFILE
LEADING BRIDAL FASHIONTHE PRODUCT LINES
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE
In our design centre in Barcelona a team of more than 70 highly qualified
professionals invest all their time through innovation and development in the
creation of our new collections.
Our bridal lines highlights more than 600 bridal dresses every year in two
seasons with their respective accessories (veils, headpieces, shoes, lingerie,..).
The bridal new Collection conists of more than 2,000 new items per year. Our
bridal design department also works in partnership and under world license with
Elie Saab, the world’s favourite haute couture designer.
Our cocktail lines design and development highlights more than 400 new styles
per year in two seasons. Scarves, bags and shoes to match with every dress
are also part of our collections.
The architecture of bridal dresses is an heritage of the traditional Haute
Couture. The firm’s unique skills in bridal couture are implemented in our
cocktail line in order to create dresses for the bride’s family and friends in a
design and manufacturing process which are difficult to match by the
competition.
THE PRODUCT LINESThe most beautiful dresses in the world
THE PRODUCT LINES
The Pronovias bridal lines are divided into 8 Collections and 2
seasons per year. Each Collection represents a particular look in a
very appropriate bracket of prices. Retail prices start at 1,000$ up
to 12,000$ approx.
Our targeted customer is a mid-high class member. Every store
can choose among our wide quantity of styles and prices its own
selection to align the Pronovias collection with their local needs.
The benchmark for every store is to have a conversion success
rate above 50% on all brides that visit the store.
Our unique logistics system ensures the delivery of all special
orders at the precise timing requested by each bride. The
Pronovias bridal collection is the world leader in sales within its
category, consistently year after year.
THE PRONOVIAS BRIDAL
COLLECTIONS
Product superiority is in
Pronovias the key to
growth and success
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE PRODUCT LINES
One marriage is always one bride and usually the family and hundreds
of friends. One event like a marriage justifies an appropiate dress code,
normally elegant and glamorous.
Pronovias has already become a world reference in bridal dresses.
We are now working very successfully on becoming a world reference
in cocktail dresses.
The key to our success: Our own Haute Couture fashion designers, the
best quality in fabrics and manufacturing, the unique colours and very
specially our brand philosophy to create dresses that enhance the
beauty of the women at an affordable price.
More than 400 new styles every year in two seasons and a constant
pipeline in our manufacturing process ensures a constant flow of stocks
and deliveries to our stores.
PARTY DRESSES
Haute Couture design and
quality at very affordable
prices with an outstanding
service in the most wonderful
bridal shops
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE PRODUCT LINES
A WORLD CLASS BRANDMARKETING & COMMUNICATION
MARKETING & COMMUNICATIONThe value of the brand
Prescription
We never forget that the essential key of success is word of mouth.
Customer satisfaction is key.
Every customer has to become an ambassador of the brand.
Exceptional service above expectations is the essence of the brands.
International leadership is only possible through building a global
brand.
The strategy of the Group aims a continuous upgrade of the brand
positioning while increasing customer traffic to our stores.
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE MARKETING & COMMUNICATION
THE CATWALK Once a year the most awaited fashion bridal show in the
world takes place in Barcelona with more than 2,000
guests and press attending: THE PRONOVIAS CATWALK.
Our top models have included names like: Karolina Kurkova,
Miranda Kerr, Bar Raffaelli, Eugenia Volodina, Isabelli
Fontana, Alejandra Ambrosio, Rebecca Romijn, Inés Sastre,
Doutzen Kroes, Hanna Sukopova, Carmen Kass...
BRAND POSITIONING
EDITORIAL
CELEBRITY WEDDINGS
THE CATWALK
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE MARKETING & COMMUNICATION
Editorials with celebrities and high society, family names,
include relevant high society family names like Kennedy,
Hearst, Costner, Nicholson, Mc Donell, Scorsese, Ecclestone.
Our close relationship with global editing companies ensures
world coverage for our editorial productions.
BRAND POSITIONING
THE CATWALK
EDITORIAL
CELEBRITY WEDDINGS
EDITORIAL
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE MARKETING & COMMUNICATION
Celebrity weddings are very important for our firm.
We have our own department for VIP weddings with potential
quantitative and qualitative coverage press.
Our PR department is very active ensuring that international
celebrities get married wearing a Pronovias dress.
BRAND POSITIONING
THE CATWALK
EDITORIAL
CELEBRITY WEDDINGSCELEBRITY WEDDINGS
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE MARKETING & COMMUNICATION
WWW.PRONOVIAS.COM Our own traffic engine is our website. With more than one million
users per month and one billion pages visited per year, our website
is without doubts a world leader in its category.
Along the relevant information, our multilingual website offers
interactive tools like the on line appointments and highlighted
events. The website is linked to our own sites at Facebook, Twitter
and Youtube.
A new application for mobile devices has recently been launched
with amazing exponential growth.
The Pronovias Group will continue to invest time, money and effort
ensuring continued growth and supremacy in the Internet.
BUILDING TRAFFIC
CUSTOMER RELATION SYSTEM - CRM
ADVERTISING IN MAGAZINES
WWW.PRONOVIAS.COM
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE MARKETING & COMMUNICATION
CUSTOMER RELATION SYSTEM - CRM
Our own Customer Relation System manages all our customer
base to ensure an adequate marketing follow up of all our
customer data base.
BUILDING TRAFFIC
WWW.PRONOVIAS.COM
ADVERTISING IN MAGAZINES
CUSTOMER RELATION SYSTEM - CRM
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE MARKETING & COMMUNICATION
ADVERTISING IN MAGAZINESADVERTISING IN MAGAZINES
The Group advertises in over 83 magazines in 36 countries
with an annual coverage of more than 2,000 advertising pages.
Within every magazine our brand is positioned as an
international leader. A long list of editorials flow permanently in
our PR pipeline.
BUILDING TRAFFIC
WWW.PRONOVIAS.COM
CUSTOMER RELATION SYSTEM - CRM
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE MARKETING & COMMUNICATION
EMOTIONAL AND RATIONALTHE RETAIL CONCEPT
Getting married probably is the most important decision one person takes in a
lifetime. Choosing and buying a bridal dress for the most important day is a
crucial decision. It also must be a wonderful and memorable experience.
All brides take this venture as a very emotional period and expect this feeling to
be shared by the people who help them choosing and buying their bridal dress.
Therefore, the bride and her Pronovias consultant start up a personal
relationship from the very first moment. Once the bride picks her dress among
the store samples a new dress will be ordered to our headquarters in her size.
This dress will then arrive within the next few weeks to the store, thus the bride
will return for a personal fitting (the first fitting). The dress will be then
customized in the store workshop according to the bride measures. Some
weeks before the wedding day the second fitting takes place in the store to
make sure everything is perfect.
Usually our personal relationship with our brides lasts more than six months.
This is why personal involvement and emotional sharing is essential to build
exceptional service that will lead to a strong brand perception.
EMOTIONAL BUSINESS
“More than 150 stores in the world”
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE RETAIL CONCEPT
THE RATIONALES FOR THE FRANCHISEE
EMOTIONAL BUSINESS
THE RATIONALES FOR THE BRIDE Our combination is unique:
The best store, the best product, the best service, the best price.
Pure luxury at affordable prices.
The comfort of the world brand leader and the guarantee that the
dress will be there in perfect conditions at the right time.
THE RATIONALES FOR THE BRIDE
THE RATIONALES FOR THE BRIDE
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE RETAIL CONCEPT
THE RATIONALES FOR THE FRANCHISEE
EMOTIONAL BUSINESS
THE RATIONALES FOR THE BRIDE Here are some key factors of the Pronovias franchise system:
High margin.
High traffic.
High rate of sales conversion.
Low level of leftovers.
Full technology and management support.
Full stock management planning.
Help in selection, training and motivation of staff.
Permanent renovation of window displays and merchandising.
Dedicated support teams in every geographic area.
THE RATIONALES FOR THE BRIDE
THE RATIONALES FOR THE FRANCHISEE
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE RETAIL CONCEPT
THE PRONOVIAS FRANCHISE SYSTEM
YOUR NEXT STEP
THE PRONOVIAS FRANCHISE
SYSTEM
“Our experience with Pronovias goes many many years back. First, by
buying a small amout of gowns, then the whole collection and in the end
by opening six official Pronovias stores.Through all this time we have
managed to run a very competitive bussiness, which is now in the first
place of Greek brides interest. All this time, the Pronovias head company
has been doing everything in its power to help us grow more and
become the first choice in the bridal industry here in Greece. Being part
of this group, means constant back-up and effort from a team that is
there to help us and to solve any problems we may have.
Why business is good is because we work with the best.”
ALIKI TALOUMIS
Franchisee from Athens (3 stores), Glyfada, Thessaloniki, Cyprus
More than 40 years retail and franchise experience.
150 Pronovias stores in the world. More than 50% of Pronovias stores
are company owned and managed.
Exceptional franchisee rate of satisfaction with extremely low rotation.
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE PRONOVIAS FRANCHISE
THE PRONOVIAS CONTRIBUCION
THE PRONOVIAS
FRANCHISE SYSTEM
THE FRANCHISEE CONTRIBUTION
THE FRANCHISEE PROFILE
THE SHOP PROFILE
Exclusive license for the sale of the product lines in a limited area.
Know-How transfer of our more than 40 years international retail
experience.
Doing your business plan with your feedback and local knowledge.
Investment and cash-flow plan.
Full store interior design project.
Permanent merchandising and window display planning.
Full marketing and communication planning.
Full technology and management support and training.
Training and permanent upgrade of all staff of the shop.
Global advertising budget.
Permanent innovation of product lines.
THE PRONOVIAS CONTRIBUTION
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE PRONOVIAS FRANCHISE
THE PRONOVIAS CONTRIBUCION
THE PRONOVIAS
FRANCHISE SYSTEM
THE FRANCHISEE CONTRIBUTION
THE FRANCHISEE PROFILE
THE SHOP PROFILE
The full investment.
Personal involvement in the store management and success.
Finding the right location for the store (to be approved by Pronovias).
Managing the fit out stages.
Finding and training personnel according to the Pronovias guidelines.
Following management systems.
Achieving sales targets.
Ensuring customer satisfaction and the brand standards.
Bank guarantee.
THE FRANCHISEE CONTRIBUTION
“Being a Pronovias franchisee has been a
wonderful experience for myself and the entire
staff. The passion of the brand, image, design
and management have been the main drive for
us to fall in love with it and help our bridal
customers make their dream come true.”
MOODY DAGHER
Franchisee for Dubai, Kuwait, Cairo, Alexandria
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE PRONOVIAS FRANCHISE
THE PRONOVIAS CONTRIBUCION
THE PRONOVIAS
FRANCHISE SYSTEM
THE FRANCHISEE CONTRIBUTION
THE FRANCHISEE PROFILE
THE SHOP PROFILE
Experience in retail.
Background in other franchising projects.
Financial resources according to this investment needs.
Personal time and interest in the business management. Making sure
we develope all the business potential.
The right fashion approach.
THE FRANCHISEE PROFILE
“Since 1969 we have travelled with Pronovias on
the road to success with the same
hope as the first day and have consolidated a
family business in which we have always
felt loved, secure and taken into account.
We are now ready and willing to keep growing
together for at least another 42 years.”
AGUSTÍN SOLER
Franchisee from Granada, Almeria, Casablanca
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE PRONOVIAS FRANCHISE
THE PRONOVIAS CONTRIBUCION
THE PRONOVIAS
FRANCHISE SYSTEM
THE FRANCHISEE CONTRIBUTION
THE FRANCHISEE PROFILE
THE SHOP PROFILE
The biggest Pronovias store exceeds 2,000 m².
Most of our stores average 140/250 m²
Location: high street – two levels are possible, providing ground level, no less than 80 m²
Cost of fittings is around 1.500 €/m² (depends on local costs)
The atmosphere of the Pronovias store must be elegant, warm, private and modern.
A typical shop of 200 m² will be divided as follows:
80 m² : reception area, information and cocktail
80 m²: fitting area including 4 fitting rooms
40 m²: stock room including workshop
THE SHOP PROFILE
THE PRONOVIAS FRANCHISETHE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE PRONOVIAS FRANCHISE
If your profile meets our expectations and our project fits into your business plans
a personal interview with more information will take place. This interview will
clarify to both parts the interest in progressing into a formal negotiation.
A confidentiality letter with no other binding engagements will follow.
The next stage will disclose our business plan for your area:
Projected sales and margin budgets.
Investment plan.
Franchise agreement.
THE NEXT STEP
“Being a Pronovias franchisee is not a job, it’s a
passion. When you manage a Pronovias franchise
the passion is automatically spread to you and your
team. Our goal as a franchisee for Mexico is to grant
the bride with an experience identical to the one she
could have in Spain or in any other franchise of the
world.”
MIGDALIA CAVAZOS,
Franchisee from Mexico DF, Guadalajara (2 stores), Monterrey
THE RETAIL CONCEPTTHE CORPORATE PROFILE THE PRODUCT LINES MARKETING & COMMUNICATION THE PRONOVIAS FRANCHISE THE PRONOVIAS FRANCHISE