Mexx Brand Identity


Published on

Published in: Business
1 Comment
  • Thank you very much for the presentation! It gives a great picture of what the brand stands for and the brand's world.
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Opening slide. Use this slide as the opening page of your presentation. Enter the name of the event, the city, date and name of the presenter
  • Mexx Brand Identity

    1. 1. <ul><li>Mexx : an image </li></ul><ul><li>Provinciehuis Antwerp </li></ul><ul><li>Feb 19th </li></ul><ul><li>Yan Aerts </li></ul>
    2. 2. Mexx : a global brand <ul><li>Mission statement </li></ul><ul><li>Mexx a global brand </li></ul><ul><li>Mexx brand identity </li></ul><ul><li>The Product </li></ul><ul><li>Wholesale </li></ul><ul><li>Retail </li></ul><ul><li>Home Shopping </li></ul><ul><li>PR activities </li></ul>
    3. 4. Mission statement ‘ Global brand marketing via controlled multi-distribution channels supported by shop performance and Achieve brand leadership in our core markets providing long term premium returns to shareholders’
    4. 5. Mexx: a global brand <ul><li>Mexx is a successful global formula... </li></ul><ul><li>Global lifestyle identity </li></ul><ul><li>Global brand awareness </li></ul><ul><li>Global marketing communication </li></ul><ul><li>Globally expanding at rapid pace </li></ul>
    5. 6. Mexx: a global brand <ul><li>… across product lines. </li></ul>Mexx Owned Products Shoes Fragrance Eyes Time Jewels Bed & Bath Socks Body / Beach Mini Mexx Home Women Men Youth : Junior / Kids /MiniMexx Baby Mexx XX by Mexx Mexx Sport Mexx Bags Mexx Licensed Products
    6. 7. Mexx has global presence Benelux Germanic East Europe U.K. / Ireland Far East The Netherlands Belgium Luxembourg Germany Switzerland Austria Croatia Czech Republic Hungary Lithuania Poland Russia Slovenia Ukraine England Scotland Northern Ireland Eire/ Ireland Wales Hong Kong Taiwan Canada Denmark Sweden Norway Finland Iceland France Spain Greece Bahrain Cyprus Egypt Jordan Kuwait Lebanon Malta Oman Qatar Saudi Arabia United Arab Emirates North America Nordic South Europe Middle Near East
    7. 8. Mexx has established solid partnerships with leading retailers Belgium Canada Denmark Finland France Germany Innovation The Bay Illum Magasin du Nord Salling Aleksi 13 Stockmann Galeries Lafayette Printemps Samaritaine KaDeWe Karstadt Kaufhof Wohrl The Netherlands Pan Europe Saudi-Arabia Spain Sweden Switzerland UAE UK De Bijenkorf V&D Intersport Al Rumaih El Corte Ingles NK Globus Manor Jashanmal Allders John Lewis Partnership House of Frasier
    8. 9. History and development <ul><li>Key milestones </li></ul>1980 1986 1991 1995 1996 1997 1998 1999 2000 2001 2002 Founded by Rattan Chadha Launch of MEXX (M+E+XX) Investment by CVC Restructuring of Mexx Group Introduction of licensed products, including Fragrance, Shoes and Time Introduction of Baby Mexx, Mexx Sport, and XX by Mexx Flagship stores opened in Antwerp and Berlin Flagship stores opened in Utrecht, Cologne, Hamburg and London Flagship stores opened in Copenhagen, Stockholm and London (2x) Launch of Mexx Direct. Acquisition by Liz Claiborne Inc. House of Mexx store opened in Berlin and Maastricht
    9. 10. ‘A marriage made in heaven’
    10. 11. Liz Claiborne Inc (LCI)…key facts of 2002: <ul><li>29 brands </li></ul><ul><li>Net sales - US$ 3.1 Billion </li></ul><ul><li>Volume - 225 million units </li></ul><ul><li>Over 9000 employees worldwide </li></ul><ul><li>Approx. 80% of employees are female </li></ul><ul><li>Approx. 22,000 points of sale worldwide </li></ul><ul><li>97% awareness of Liz Claiborne brand in US </li></ul><ul><li>every 5 seconds, a product created by LCI is bought in US </li></ul>
    11. 12. A multi-brand portfolio <ul><li>Most consumer groups are targeted regardless of age, gender, size, sense of style, shopping and value preferences </li></ul><ul><li>Owned and licensed brands offer products for multi-user markets from office to home to beach </li></ul><ul><li>Products address classic and contemporary attitudes </li></ul><ul><li>Market-right apparel, accessories, jewellery, bags, shoes, fragrances for women and men </li></ul>
    12. 13. Mexx company structure Mexx Production Centres Europroduction (Voorschoten NL) Far East Production (Hong Kong) India (india) Mexx Regional Sales Centres <ul><li>Benelux Region (Utrecht) </li></ul><ul><li>Netherlands </li></ul><ul><li>Belgium </li></ul><ul><li>Germanic Region (Dusseldorf) </li></ul><ul><li>Germany </li></ul><ul><li>Switzerland </li></ul><ul><li>Austria </li></ul><ul><li>Nordic Region (Stockholm) </li></ul><ul><li>Denmark </li></ul><ul><li>Finland </li></ul><ul><li>Norway </li></ul><ul><li>Sweden </li></ul><ul><li>South Europe Region (Paris) </li></ul><ul><li>France </li></ul><ul><li>Spain </li></ul><ul><li>East Europe Region (Budapest) </li></ul><ul><li>Hungary </li></ul><ul><li>Poland </li></ul><ul><li>Russia </li></ul><ul><li>Croatia </li></ul><ul><li>UK / Ireland (London) </li></ul><ul><li>United Kingdom </li></ul><ul><li>Ireland </li></ul><ul><li>Middle East (Dubai) </li></ul><ul><li>UAE </li></ul><ul><li>Saudi Arabia </li></ul><ul><li>Others </li></ul><ul><li>Canada (Montreal) </li></ul><ul><li>Canada </li></ul><ul><li>Asia Pacific Region (Hong Kong) </li></ul><ul><li>Hong Kong </li></ul><ul><li>China </li></ul><ul><li>Taiwan </li></ul>Mexx Corporate Centre <ul><li>Business Planning </li></ul><ul><li>Corporate Affairs </li></ul><ul><li>Design </li></ul><ul><li>Finance/Accounting </li></ul><ul><li>Homeshopping Mgt. </li></ul><ul><li>Licensing Mgt </li></ul><ul><li>Retail Mgt. & Buying </li></ul><ul><li>Strategic Marketing </li></ul><ul><li>Supply Chain Mgt. </li></ul><ul><li>Wholesale Mgt. </li></ul>
    13. 14. Mexx management structure C.E.O. Corporate, Legal & H.R. Finance Sales & Distribution Management Brand Design & Marketing Sourcing & Logistics Wholesale Sales Retail Brand Management Supply Management Concept & Inventory Management Sales & Marketing Companies Planning & Control Management
    14. 15. Mexx corporate center <ul><li>Voorschoten </li></ul><ul><li>Corporate center </li></ul><ul><li>Design center </li></ul><ul><li>Fabric research and design </li></ul><ul><li>Euro-production </li></ul><ul><li>Architecture and in-store design </li></ul><ul><li>Creative services </li></ul>
    15. 16. Mexx brand identity
    16. 17. Mexx brand positioning Gucci Prada Versace Positioned in the mid-priced, contemporary market segment, targeted at the modern urban consumer Joseph Morgan Kookai Miss Selfridge Armani Calvin Klein DKNY Boss Mexx Esprit Next Banana Republic Benetton Masimo Dutti (Zara) Ralph Lauren Gant Burberrys Max Mara Tommy Hilfiger Nautica GAP Hennes & Mauritz Zara M & S C & A High Medium Low Innovators Contemporary Classic Lifestyle Price
    17. 18. Mexx brand equity As a global brand marketing company, Mexx is committed to building strong brand equity - measured by brand awareness, sympathy and possession - in all of its markets by: <ul><li>Distinctive, impactful and seasonal “kiss” advertising campaigns </li></ul><ul><li>Intensive, dominant and consistent media planning </li></ul><ul><li>Extensive below-the-line and POS activities </li></ul><ul><li>Continuous consumer and trade PR initiatives </li></ul>
    18. 19. The Mexx brand identity Non-conformist Sympathetic Inspiring Fun Optimistic The key characteristics of the Mexx brand: Theme: Inspiring Individuals… Spring 2000
    19. 20. Campaign history Fall 1997 Spring 1998 Fall 1998 Spring 1999 Fall 1999 Spring 2000 Real People, Real Clothing Role Models, rather than Fashion Models Inspiring Individuals Fall 2000 Spring 2001 What inspires you? Fall 2001 Inspired by a kiss Spring 2002
    20. 21. The Product
    21. 22. The product Mexx Women Mexx Men Mexx Kids/Junior Baby Mexx / Mini Mexx Mexx Sport XX by Mexx Mexx Bags Contemporary, co-ordinated affordable collections for a multitude of user moments by fashion-conscious, urban- oriented, active A/B/C1 women and men worldwide Mexx Licensed Products
    22. 23. Mexx product lines <ul><li>Mexx sales 2001 </li></ul>Other 1 5% Mexx Women 45% Mexx Sport 4% XX by Mexx 6% Mexx Men 19% Baby/Mini Mexx 10% Mexx Kids/Junior 11% (1) Net licensing fees and sales to third party distributor in Canada
    23. 24. Mexx Women <ul><li>The modern Mexx Women </li></ul><ul><li>20 - 40 years </li></ul><ul><li>Urban attitude </li></ul><ul><li>Contemporary Mentality </li></ul><ul><li>Social, confident and open-minded </li></ul><ul><li>Optimistic but realistic </li></ul><ul><li>Aware of fashion, likes shopping </li></ul><ul><li>Enjoys travelling </li></ul>
    24. 25. Mexx Men <ul><li>The modern Mexx Man </li></ul><ul><li>20 - 40 years </li></ul><ul><li>Urban attitude </li></ul><ul><li>Contemporary Mentality </li></ul><ul><li>Social, confident and open-minded </li></ul><ul><li>Optimistic but realistic </li></ul><ul><li>Aware of fashion, likes shopping </li></ul><ul><li>Enjoys travelling </li></ul>
    25. 26. Mexx Youth <ul><li>0 - 14 years </li></ul><ul><li>Sporty </li></ul><ul><li>Optimistic </li></ul><ul><li>Aware of fashion </li></ul><ul><li>Cool but concerned </li></ul><ul><li>Naughty and daring </li></ul><ul><li>Smart </li></ul><ul><li>Original </li></ul><ul><li>Conscious of quality </li></ul>
    26. 27. Mexx Junior 8 - 14 years
    27. 28. Mexx Kids 3 - 7 years
    28. 29. Mini Mexx 3 months - 2 years
    29. 30. Baby Mexx 0 months - 6 months
    30. 31. XX by Mexx
    31. 32. Mexx Sport <ul><li>The Mexx Sport Woman </li></ul><ul><li>Aged 20 - 40 years </li></ul><ul><li>Interested in sports on a performance level </li></ul><ul><li>Balance of body and mind </li></ul><ul><li>Aware of fashion </li></ul><ul><li>Active lifestyle </li></ul>
    32. 33. Mexx Never-Out-Of-Style collections Mexx Never-Out-Of-Style collections (NOOS) <ul><li>Styles which have timeless and broad consumer appeal </li></ul><ul><li>Styles which are proven best-selling consumer products </li></ul><ul><li>Styles which have an exceptional price/value relationship </li></ul>
    33. 34. Licensed products & accessories
    34. 35. Wholesale
    35. 36. Mexx service areas and regional sales offices Holland Belgium Luxembourg Germany Austria Switzerland Finland Norway Sweden Denmark Iceland France United Arabian Emirates Kingdom of Saudi Arabia Russia Croatia Hungary Slovenia Kuwait Lithaunia Ukraine Jordan Malta Lebanon Guatamala Bahrein Czechia Oman Qatar South Africa Turkey Ireland Canada MAP Benelux Germanic Nordic South Central Sales others
    36. 37. Mexx Showroom – The Netherlands Sales to customers are made through a network of 70 dedicated Showrooms
    37. 38. Mexx concept area Celle, Germany – XX by Mexx
    38. 39. Mexx Shop-in-Store Oslo Glasmagasinet, Norway
    39. 40. Mexx high street franchise store Moscow Arbat, Russia
    40. 41. Retail
    41. 42. house of Mexx, Berlin / Germany
    42. 43. Antwerp / Belgium
    43. 44. Wijnegem / Belgium (Kids store)
    44. 45. Visual merchandising <ul><li>Visual merchandising techniques </li></ul><ul><li>Group and present the collections </li></ul><ul><li>Carry visual messages to the shopfloor </li></ul><ul><li>Visual merchandise manuals </li></ul><ul><li>Catalogues </li></ul><ul><li>Promotion material & props </li></ul>
    45. 46. Visual merchandising guidelines & training <ul><li>The Mexx visual merchandising vision is based on the following criterion: </li></ul><ul><li>Organised environment </li></ul><ul><li>Clear stories - co-ordinated or category presentation </li></ul><ul><li>Easy-to-understand </li></ul><ul><li>Comprehensive at a glance </li></ul><ul><li>Visual excitement through display and graphics </li></ul><ul><li>Intensive training program to the shop managers and in-store visual merchandisers on the following: </li></ul><ul><ul><li>Organise shop layouts & collections </li></ul></ul><ul><ul><li>Use promo materials </li></ul></ul><ul><ul><li>Displays accessories </li></ul></ul><ul><ul><li>Display windows and mannequins </li></ul></ul><ul><ul><li>Organise sales and product promotions </li></ul></ul>
    46. 47. Home Shopping
    47. 48. Home Shopping <ul><li>In 2000, Mexx entered into a joint venture with Otto Versand which is the leading mail order company worldwide and B2C E-commerce company in Europe. In 2001, Mexx Direct GmbH was established and 2 initiatives are being test-marketed in Germany: </li></ul>
    48. 49. Mexx Direct - E-shop
    49. 50. Mexx Direct - catalogue
    50. 51. Mexx PR activities
    51. 52. PR activities <ul><li>Mexx international PR Coordinator : Siska Draijer. </li></ul>
    52. 53. Internal PR <ul><li>Newsletter : Mexx News </li></ul><ul><li>New Years Party </li></ul><ul><li>Aftersales conferences : per line per selling season </li></ul><ul><li>Welcome day for Starters </li></ul><ul><li>International meetings </li></ul><ul><li>Universal style for letters, memo’s and faxes in Word </li></ul><ul><li>IT helpdesk </li></ul><ul><li>Sales Conference </li></ul><ul><li>Fashion Show </li></ul><ul><li>Workshops </li></ul><ul><li>Annual Schedule </li></ul>
    53. 54. External PR <ul><li>Press packages to fashion trade press and consumer press </li></ul><ul><li>Press conference for international trade press and fashion show </li></ul><ul><li>Product placement through PR agencies in Antwerp and Amsterdam </li></ul><ul><li>Product sponsoring: personnalities (Sabine Haegedoorn) or cookbook for kids: Kokkies! </li></ul><ul><li>TV apperances & interviews: ex. Mexx featuring in TV program Trendies Beauty on January 10th 2003 </li></ul><ul><li>Sponsoring rebuildings for wholesale customers or partners </li></ul><ul><li>Pampering programs : Monaco, Golf </li></ul>
    54. 55. GLOBAL LOCALS