GROWTH THROUGH A “GLOCAL” RETAIL...
Transcript of GROWTH THROUGH A “GLOCAL” RETAIL...
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This document is confidential and was prepared by Ermenegildo Zegna Marketing Dpt. only for the company internal use. It’s not possible to be relied on by any others parties without ErmenegildoZegna’s prior written consent
GROWTH GROWTH THROUGH A THROUGH A “GLOCAL” RETAIL “GLOCAL” RETAIL STRATEGYSTRATEGY
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1889 - Angelo Zegna -starts a small textilebusiness
A FOUR GENERATION FAMILY BUSINESS
1910 - Ermenegildo Zegna launched the brand and foundedthe Woolmill in Trivero.
His dream: create and produce the best fabrics in the world
The importance of selecting the best raw materials directlyfrom the markets of origin:
CONTROL OF RAW MATERIALS
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FINEST RAW MATERIALS
1963
THE ERMENEGILDO ZEGNA WOOL TROPHIES
1980
2002Stephen
Walker
Graham Sutherland
Not Vital
Australia - Superfine wool
China - cashmere and silk
South Africa - mohair
Peru - Vicuna and Alpaca
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Promotion of the brand
1937
ADVERTISING
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1960’s Aldo and Angelo Zegna• Vertical integration of the process• Ready to wear men’s collection• Internationalization of production
and marketsAldo Zegna
Angelo Zegna
UN AZIENDA FAMILIARE DA 4 GENERAZIONIA FOUR GENERATION FAMILY BUSINESS
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1991 TURKEY1991 MEXICO
1977 SWITZERLAND1910
ITALY
2003 CHINA
1973 SPAIN
INTERNATIONALIZATION OF PRODUCTION
MadeIn
Zegna
Barcelona (1963)
Paris (1964)
London (1966)
OPENINGS OF TRADING COMPANIESMunchen (1969)
New York (1975)
Tokyo (1977)
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4TH GENERATION
• Different product lines
• Brand Extension
• Product customization
• Retail development
• Emerging Markets
• Ladies pret a porter: AGNONA
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•• ItalianItalian stylestyle•• ContemporaryContemporary•• Precious & Precious &
exclusive exclusive materialsmaterials
•• Timeless Timeless eleganceelegance
•• LuxuryLuxury & & qualityquality
PRODUCT LINES
•• LeisureLeisure timetime•• Sporty Sporty EleganceElegance•• TechnicalTechnical performanceperformance•• High quality High quality materialsmaterials
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•• ModernModern fashionfashion
•• UrbanUrban
•• Sexy & Sexy & coolcool
•• BrandedBranded ““objectobject” of ” of desiredesire
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Made to Measure
Suits; Shirts; Ties; Shoes
4 weeks delivery in everyZegna store around the
world
PRODUCT CUSTOMIZATION
BRAND EXTENSION•Leathergoods
•Shoes
Licensing:
Fragrance
Eyewear
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2004 2005Forecast
TOTAL 408 478TOTAL DOS 167 196 - of which boutiques 143 171 - of which outlets 24 25
FRANCHISING 202 236DFS 39 46
RETAIL DEVELOPMENT
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China
Mexico
Turkey
Brazil
Russia
2004
1991
1991
1992
1997
1998
7%
2%
1%
2%
4%
Opening
EMERGING MARKETS
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52 boutiques in 29 citiesEMERGING MARKETS
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From 2003 Zegna is alsopresent as an insiderthrough a Joint Venture (Sharmoon EZ Garments),with chinese partners in Wenzhou, to produce high end menswear for the chinese market, with the Sharmoon brand to be sold in monobranded stores.
Sharmoon-EZ GarmentJoint Venture
EMERGING MARKETS
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EMERGING MARKETS
A new luxury marketNEEDS OF THE CUSTOMER
THE ACTUAL CUSTOMER (from end 90’s)
- Elegance- Luxury- Brand addictedTHE CUSTOMER IN THE BEGINNING
(early 90’s)
- New Life Style- Search for Luxury- Ostentation- Contrast with the past
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In the last 5 years the luxury market in Russia has increased three folds reaching 600 million euro of which 65 % corresponds to italianluxury export to Russia
A new luxurymarket
EMERGING MARKETS
• Ermenegildo Zegna’shistorical and cultural background
• Ermenegildo Zegna was already known in Germany and in the US
• Ermenegildo Zegna’sbrand is a symbol of class, elegance and luxury
KEY SUCCESS FACTORS
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BRAND STRATEGY IN EASTERN EUROPEDevelop a retail system to be present in all
major cities
EMERGING MARKETS
BUDAPEST - HUNGARY
SOFIA - BULGARIA
PRAGUE - CZECH REPUBLICWARSAW - POLAND
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Ladies pret a porter
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A brand that for 50 years has beenassociated with
LUXURY and EXCLUSIVITY
Ladies pret a porter
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Ladies pret a porter
• Luxury ladieswear
• Selective distribution
• Finest raw materials:
Vicuna
Cashmere
Baby Alpaca
Knitw
earExcl
usiv
eco
utur
e
Textile accessories
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This document is confidential and was prepared by Ermenegildo Zegna Marketing Dpt. only for the company internal use. It’s not possible to be relied on by any others parties without ErmenegildoZegna’s prior written consent
RetailRetail MarketingMarketing
The BRAND VALUEThe BRAND VALUE
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This document is confidential and was prepared by Ermenegildo Zegna Marketing Dpt. only for the company internal use. It’s not possible to be relied on by any others parties without ErmenegildoZegna’s prior written consent
FOREWORDOur Mission
“We create, produce and distribute the
FINEST menswear Ready-to-Wear and
offer the BEST service to our customers
led by the “MADE IN ZEGNA” concept.”
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This document is confidential and was prepared by Ermenegildo Zegna Marketing Dpt. only for the company internal use. It’s not possible to be relied on by any others parties without ErmenegildoZegna’s prior written consent
FOREWORDBrand Values
Fashion consciousness
New
Elegance
innovative
Urban look
Metrosexualapproach
Comfort
Overall sexyness
Fabric
Specialized Talents
Total Service
Product Durability
Discipline
Verticalization
“Hand”
Detail
Personalization
Reliable
Refined Taste
History
NorthernItalianity
Myth
Solidity
Environmentalism
Stile di Vita
Authenticity
Social Responsibility
Family
New New Masculine Masculine EleganceElegance
ItalianItalianHeritageHeritage
Obsessive Obsessive QualityQuality
Innovation
Modernity Modernity contemporaritycontemporarity
Corporate dynamism
Celebrity dressing
Research on fabric
Store design
Seduction
Exclusivity
Raw material
Shoes &accessories
Fragrance
WEB Experience
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This document is confidential and was prepared by Ermenegildo Zegna Marketing Dpt. only for the company internal use. It’s not possible to be relied on by any others parties without ErmenegildoZ ’ i itt t
FOREWORDGlobal guidelines with local accountability
Clients
HQ
LocalMarket
Shops
Customer knowledge is by definition locally based
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This document is confidential and was prepared by Ermenegildo Zegna Marketing Dpt. only for the company internal use. It’s not possible to be relied on by any others parties without ErmenegildoZegna’s prior written consent
RetailRetail MarketingMarketing
WHY THE CRM?WHY THE CRM?
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FROM “TRANSACTION” TO “RELATIONSHIP”
This document is confidential and was prepared by Ermenegildo Zegna Marketing Dpt. only for the company internal use. It’s not possible to be relied on by any others parties without ErmenegildoZegna’s prior written consent
RELATIONSHIP MARKETINGRELATIONSHIP MARKETING
PotentialPotentialCustomersCustomers
RREECCRRUUIITTMMEENNTT
RetentionRetention
After saleAfter saleactivitiesactivities ServicesServices
CustomersCustomers
CrossCrosssellingselling UpUp--sellingselling
RepeatRepeat BuyBuy
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THE CUSTOMER RELATIONSHIP MARKETING
This document is confidential and was prepared by Ermenegildo Zegna Marketing Dpt. only for the company internal use. It’s not possible to be relied on by any others parties without ErmenegildoZegna’s prior written consent
CRM aims to create a long lasting one CRM aims to create a long lasting one to one relationship with your to one relationship with your
customers thanks to the customers thanks to the understanding of their needs and understanding of their needs and
preferences. preferences. This relationship creates value both This relationship creates value both for the customer and the company. for the customer and the company.
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This document is confidential and was prepared by Ermenegildo Zegna Marketing Dpt. only for the company internal use. It’s not possible to be relied on by any others parties without ErmenegildoZegna’s prior written consent
THE CUSTOMER AS AN ASSET
Collecting customer’s data whenever and Collecting customer’s data whenever and however you get in touch with themhowever you get in touch with them
Creating a database to manage and contact your Creating a database to manage and contact your customerscustomers
THE KEY TO SUCCESS ARE:THE KEY TO SUCCESS ARE:
“Offer the whole company” to the customer to “Offer the whole company” to the customer to create a faithful and long lasting relationship create a faithful and long lasting relationship
with himwith him
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PROFITABLE CUSTOMERS
You don’t need to You don’t need to loyalizeloyalize every customer, every customer, but you should choose the most profitable but you should choose the most profitable ones. ones.
If you are able to segment your customers If you are able to segment your customers according to their value, you are also able according to their value, you are also able to increase your “CUSTOMER to increase your “CUSTOMER RETENTION” rate.RETENTION” rate.