March 2017
2Investors presentation - Strictly private and confidential
What is VelascaVelasca is a premium brand in the ‘affordable luxury’ menswear market.
Velasca wants to become the reference point for high-quality, handcrafted and affordable Made in Italy products. Shoes first and then other lifestyle products (belts, bags, leather accessories, apparel).
Our Mission
High quality Made in Italy Timeless style
Affordable price
High value Innovative communication
Content & Style advice
Our Philosophy
Our Story
Craftsmanship
3Investors presentation - Strictly private and confidential
Jacopo SebastioCo-founder
“I was working for a global banking corporation between London and Singapore and I couldn’t find beautiful lasting shoes that were also friends to my wallet. So I asked Jacopo and my brother Daniele to bring over a pair of handcrafted loafers from Italy when they’d come to Asia for their summer holidays. And that’s how Velasca was born..”
Enrico Casati - August 2012
The Initial IdeaVelasca was born to solve a personal problem: finding high-quality dress shoes without overspending.
Enrico CasatiCo-founder
Affordable luxury marketThere is a lack of a credible and affordable alternative to the old established footwear brands.
Italian Craftsmanship & InnovationIt is difficult for Italian craftsmen to exploit their talent online and expand into international markets.
Opportunities
Our Story
1
2
4Investors presentation - Strictly private and confidential
Our Products In Action99% of our customers said they would be happy to purchase again from Velasca*.
Enthusiastic fan base that happily refers friends and family to our website and
shops
*Data based on our customer surveys (July – August 2015) with more than 2K participants.
Our Products
5Investors presentation - Strictly private and confidential
Our Target ClientsVelasca targets a well-defined customer segment with high disposable income and good brand loyalty.
A Snapshot Of Our Customer
Between 25 & 55 years old
High disposable income (lawyers, bankers, architects, business owners, freelance professionals, etc.)
38%
38% purchases from
mobile: by tablet (15%) and
by smartphone (23%)
> 90% of our
customers are
male
Target Market & Positioning
>90%
6Investors presentation - Strictly private and confidential
Our Target StylesWe target three main styles and their combinations.
70% Business
Classic style
Sober colors
Standard models
Value oriented
25% Dandy
Outstanding style
Noticeable colors
Forward models
Style oriented
5% Hipster
Revisited style
Vintage colors
Non-classical models
Product oriented
Target Market & Positioning
7Investors presentation - Strictly private and confidential
Direct-To-Consumer Business ModelProduct focused start-ups in the US have achieved large scale by disrupting markets on a high value for money proposition with both an online and offline presence.
Bonobos(2007, US only)
Product focus: menswear
Everlane(2011, US only)
Product focus: womenswear
Warby Parker(2010, US only)
Product focus: eyewear
Business model
8Investors presentation - Strictly private and confidential
Our Value PropositionOur mission is to create and offer the highest quality at affordable prices.
Retail Price≈ € 200
High price
Low price
Retail markup
Production cost
VS
Price
Retail PriceFrom ≈ € 400 To = € 1.000
High price
Low price
Retail markup
Production cost
PriceMiddlemen
Wholesale margin
Shoe construction, raw materials, product design and finishings are comparable. What drives up the cost is the intermediation of the supply chain.
BENEFIT TO CLIENT
VELASCA TRADITIONAL LUXURY BRAND
Business model
9Investors presentation - Strictly private and confidential
Our PositioningVelasca is revolutionizing the men‘s footwear market with outstanding Made in Italy quality at affordable prices.
Low quality / priceratio for customer
Low quality High quality
High quality / priceratio for customer
New premium brands
Traditional luxury brands
Velasca’ s competitive field
Target Market & Positioning
10Investors presentation - Strictly private and confidential
Our Sales Channels (online)Our online platform works on all devices with a strong focus on lead generation and goal conversions while retaining a premium brand image.
45% of online sales from Italy but good conversion rates and promising sales from Europe and North America
100% Active on All Devices
Current Focus Expansion Target
Business model
11Investors presentation - Strictly private and confidential
Our Sales Channels (offline)Our Bottegas are designed to be welcoming shops within the central perimeter of the city in order to maximize cost-per-foot traffic.
Highlights
25 – 50 square meters
Warm and friendly environment
1 store manager + 1 shop assistant
400 pairs in stock
‘Try offline & Buy online’ approach in case inventoryis not available
2.2 km from the city centre
1.6 km from the city centre
ROME
MILAN
Business model
12Investors presentation - Strictly private and confidential
Our Professional TeamYoung and motivated team with strong business and technical skills.
Enrico CasatiCo-Founder
Ludovico BertèCreative director
Marco LacchiniOperations Manager
Roberto LacchiniCTO
Business model
Alessia GiordanoCustomer Care
Paola ParoloDigital Marketing Manager
Lorenzo VarasFront-End Developer
Chiara BonardiGraphic & Web Designer
Matteo TodiscoContent Manager
Jacopo SebastioCo-Founder
Alicia FerrariStore Manager -Milan
Francesca BerteiProduct Design Advisor
Giovanni PanzettaStore Manager - Rome
Daniele BiggiogeroFull-Stack Developer
Thank You
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