Thesis Project

Brand Development

Istituto Europeo di Design. El network internacional de formación en Design, Moda, Visual Communication y Business Design

Thesis 2011 Fashion Marketing & Communication Maria Estegneeva

Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona São Paulo

Emerging markets- Opportunity




Eastern Europe

Western

Europe

Russia





Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva


4 Ds

Discover

Describe

DeduceDecide




4 Ds

Discover

Describe

DeduceDecide

new Russian consumer

her preferences

how to attract her

how to adapt Jose Castro




The main tendency here is again growing

trend of individuality. Exclusivity is more

interesting than just universal luxury

products

The new market now is about quality, luxury,

craftsmanship. Brand name is not enough for

Russians any more.

Leather is a fetish in Russia. Lined

with fur, the look has become

synonymous with Russian clothing.

Russian women wear dresses or skirts

and blouses and love to flaunt high

heels.

They want more customization, limited

editions of everything, and “impossible-

to-get” products and services.

Russia have the greatest top-of-mind

awareness of foreign luxury brands

...the Russian luxury market is more

European in nature.

People don't think about tomorrow.

They want everything today. It's not

because we're materialistic. It's because

we're romantics and idealists.

Dossier

p.41




Niche designers

Concept storesBusiness of fashion

Glamour off

Public opinion

Art + marketingProfessional but

creative and charismatic

Dossier

p.41




400 new clients in East Europe = 25% of all annual volume of sales




How to get the market?




top of a mind Spanish niche designer with middle-premium price

in 3 years

Jose Castro in Russia




1 year

Creating international brand appeal

2 years

Entering Moscow fashion environment

3-4 yearsFurther expansion & independent brand

management

Dossier

p.139




Concept store

How to reach the target physically?



Jose Castro showrooms cities concept storenew Russian

consumer


Dossier

p.111




consumer


3 steps to achieve consumer physically

Dossier

p.111




consumer


CD Network

New York(US & Canada sales territories)

3 steps

Tsolo, Peachoo + Krejberg,

Army Fur, Avtandil, Ground

Zero, Sharon Wauchob

MC Diffusion

Paris

Yves Salomon, Massimo Alba,

Mugler, Nili Lotan, Vanessa Bruno,

Golden Goose.

Dossier

p.112




consumer


3 steps

Strategic

market

• Moscow

Main

Market

• St. Petersburg

• Kiev

Secondar

y Market

• Warsaw

• PragueDossier

p.115




consumer


3 steps

• Moscow :Mood Swings, Tsvetnoy Central Market

• St. Petersburg: Fashion Factory

• Kiev: Sahanut, Invoga

• Warsaw: Likus concept store

• Prague: Simple concept store Dossier

p.115




consumer


3 steps

Dossier

p.116




How to reach the target mentally?




3 tactics to achieve the consumer mentally…

Jose CastroNew

Russian consumer

Product adaptation

Country-orientated promotion

Price expectations





Promotion

•Professional and trend setting online platforms

•Celerity choice of Jose Castro outfit for the

events

•Gifts for key-bloggers

PR

•Visit of the most relevant event for Jose Castro brand values as

Casati Ball

•Sunday up Market! with a collaboration of

Tsvetnoy Central Market for Jose Castro

master class

Collaborations

•Collaboration for videos and lookbooks

with Russian trendsetters &

celebrities

Dossier

p.126





Dossier

p.126




Product adaptationClimate

New Russian preferences

The most awarded collections by press

Targets of the stores

Dossier

p.101




Rodarte, Olivier Theyskens, Rochas, Zac Pozen

Derek Lam, Adam, 3.1

Phillip Lim, Rick Owens

Zero+MariaCornejo, Isabel Marant, Vanessa Bruno

Acne, Zadig & Voltaire, Antik Batik, Delgado Buil

Opening Ceremony, Cheap Monday

Price preferenceGuarantee of exclusivity

Differentiating it in terms of items

Average selling price 340 -355 Euros

Similar to competitors`

Jose

Castro

Dossier

p.106



Finance and ROI

•Investment 240 000 Euros

•Revenue (1 year)173 000 Euros (498 garments)

•Break even point 773 items per year

•First profit of 36 000 Euros in 2014-2015 years

•Target estimation: 400 new clients in East Europe (=25% of all annual volume of sales)


Dossier

p.154

+ brand awareness, brand expansion, international appeal and higher level

collaborations, controlled marketing mix and thus exclusivity




Key-learnings:

New era: online promotion –concept stores – trendsetters

Russians` brand-education as the cultural desire “not to be worse and even

different from foreigners”

Step by step, respecting time and thus evoking credibility from customers

and brand equity




Thank you for your kind attention!

Thesis Project

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