Mario’sThe Luxury to Die For

• Started as a shirt shop in 1937

• In 1960, opened Mario’s in Lloyd Center, Portland

• In 1975, shifted to a more European taste

• Currently has 3 stores:

Existing Company: Mario’s

Portland, OR Seattle, WA Tigard, OR

Our Private Label: Mario’so Women

• Handbags

• Wallets

o Men

• Bags

• Wallets

o Travel Accessories

Company Description

Our ConsumersDemographics

• Gender: Men and Women

• Age: 20 – 55 years old

• Income: $72, 000 and above

• Education: College and above

• Social class: Upper-middle class

Psychographics

Innovators

Innovators are very active consumers, and their purchases

reflect cultivated tastes for upscale, niche products and

services.

Thinkers

Thinkers are conservative, practical consumers; they look

for durability, functionality, and value in the products that

they buy.

Achievers

Achievers favor prestige products and services that

demonstrate success to their peers.

Private Labels for Women and Men’s handbags and accessories line:

• Start with basic colours/silhouettes with additional products in line that incorporates seasonal colours

• Textiles/materials would include premium materials to maintain standard i.e. leather, exotic leather, gold hardware

• Trademark/signature details (not ostentatious) will be added for brand/status identity

Short Term Forecast

Development of products to keep up with advancing market

• Research on customers’ preferences, lifestyles, and what influence them

- Marketing Strategies- Long Term Focus on Inventories

• Invest in technology for textile advancement and innovative usability

•Aim to be a one-stop store young professionals; couples

Long Term forecast

• Women• Accessories • Designer Clothing • Handbags• Lingerie

• Men• Accessories• Bags & Leather Goods• Clothing• Personal Furnishings • Shoes • Ties • Watches, Cufflinks & Jewelry

• American chain of luxury department stores headquartered in New York City.

• Company began in 1923, when Barney Pressman opened his first store in Manhattan.

Competitor

Barneys New York

Concept Board

Color Board

• Darker, rich, color hues

• Combination of bold color and textures

• Luxury material and quality

• Sumptuous textures

• 3D effects or other innovative finishing transcend the classical looks in an exciting modern way

Fall 2011/Winter 2012 Trends

Logo & SloganName of Private Label: Mario’s

Design of Logo: Gold serif font

Slogan of Brand: The Luxury to Die For

“We say, buy less, buy things that you love and wear them to death”

“You gotta love it! Everything you buy should be because you feel like [you] can’t live

without it!”

- Mario Bisio

Mario’sThe Luxury to Die For

Collections

Collections

Collections

Costing Specification

Brand Recognition

Brand Recognition

• Seattle Magazine• Catalog (by mail) – regular

customers• Twitter, Pinterest &Facebook

Promotional Methods

Environmental Responsibility

Free-range Animals

By-product of Meat Industry Chemical-free Tanning

Recyclable Packaging

Social Responsibility