Your SlideShare is downloading. ×
0
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
VIVARTE CASE
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

VIVARTE CASE

990

Published on

UCLA School Case for my Master Degree in International Trade/Marketing @UCLA …

UCLA School Case for my Master Degree in International Trade/Marketing @UCLA

Goal: Importing Vivarté Group in the U.S

Published in: Lifestyle, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
990
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Project Julie Quesnel Lea Jovanovic Kevin Fouillet
  • 2. 1904 Paris Formely André Group 4 MAIN CATEGORIES Discount shoes Discount clothing Formal shoes Formal dress KEY FIGURES 22,000 collaborators +4,500 stores 24 brands + $3 billion turnoverBased in Paris Stores in ...
  • 3. BRANDS and more...
  • 4. Shoes 49% Clothes 44% INCOME INCOME 93% BALANCE INCOME
  • 5. STRENGHTS WEAKNESS - Leader in the footwear market in France - Famous brand in France - French Savoir-Faire - Many brands in footwear - Diversified and accessible product - Ingrained in the French Fashion World - Investment in Europe - Homogeneous shoes brands - Homogeneous prices - Low Internet visibility
  • 6. MARKET NATIONAL FASHION IN THE US OPPORTUNITIES - Annual U.S. consumer footwear spending $20 Billion - French Savoir-Faire - Eco-friendly footwear market growth - Athletic shoes market share growth - Cotton rate growth THREATS - Very competitive market - Growth of leather exchange rate - Decrease of the purchasing power
  • 7. COMPETITORS AMERICAN Originally a shoe company, now does clothing too. Simple, chic, functional. Originated in NY, now in 60 countries. Part of The Jones Group. Brings the runway into “real life”. Also a high street brand, fashionable customers. Shoes for the city girl. Average customer is 25 years old. Young, trendy. Preppy. Style-conscious woman but more conservative. Lifestyle brand. Glamorous, upscale designer-like footwear.
  • 8. CONSIDERATIONS CULTURAL IMAGE SOCIETY INSPIRED FROM EUROPE NEW TALENTS & DESIGNERS NEW CREATIONS HUGE DEMAND - BUYERS MANY FASHION SHOWS TREND-SETTERS EXPRESS YOURSELF AVANT-GARDIST TOWN FASHION WEEKS PRESS OFFICES POWER CONSUMPTION SOCIETY VIRTUOUS CIRCLE
  • 9. CONSIDERATIONS TRADE • FEDERAL LAWS for us to consider (textile industry laws such as getting an RN number, • labor laws) and also state-specific laws • (licenses, permits). • FASHION IN NYC • Sought advice from New York District Office and decided we will form a C- Corporation, outside of NY State (in Delaware); we will lease our stores and have • an e-commerce as well.
  • 10. TRENDS MARKET DIGITAL WALLET Google Wallet, Square, Apple, and others have introduced electronic payment, loyalty, and couponing systems. e-SHOPS ONLY More than 43% of the market income come from famous e-Shops DO IT YOURSELF More and more blogs create tutorials and give some advices how to be «In» POWERED BY WOMEN Business leaders, pop culture and ground-breaking new research intersect to prove that our ideal future will be led by women. PERSONALIZATION People want to have the control and brands provide this service. More and more personable products. EVERYTHING DESIGN Every business invest more time on design. The ‘arty’ aspect of the brands is becoming one of the biggest commercial forces
  • 11. INTHEUS
  • 12. BRANDS? WHICH - Founded in 1988 - Three products: COSMOPARIS Trend. Trendy shoes, targeted at city women. COSMOPARIS Chic. Elegant shoes for sophisticated customers. COSMOPARIS Glam. Glamorous, “night-time” shoes, for events. - Founded in 1981. - “Affordable chic” shoes for men and women. - More than 1000 models of shoes produced per year. - Makes shoes following trends but also comfortable shoes for more conservative customers. - Founded in 1972 and acquired. - Quality shoes for the modern woman and every personality. - Mid/up scale products. - Also sells quality leather bags.
  • 13. STRATEGY FOR 2014 International sales ~10% income TODAY 2020 40% income Going GLOBAL TOMORROW OFFENSIVE STRATEGY
  • 14. STRATEGY REGIONAL NEW YORK Avant-gardist town, fashion shows, designers, trend-setters, private shops, talents, press offices, Fashion weeks, ... $ 865 million income 232,000 visitors 173,000 workers $10 Billion salary FASHION WEEK
  • 15. STRATEGY BRANDING AFFORDABLE Good value for money UPSCALE Catwalk attitude, high-end MIDSCALE Parisian style, Italian charm exclusives footwear without excesses FRENCH FASHION High standards & bold fashion The affordable french touch luxury
  • 16. STRATEGY ADVERTISING INTRUSION STRATEGY Brands Trend-setters Press offices PEOPLE Outdoor advertising Provoke desire Call to action Press Relation Bridge from cheap to luxury
  • 17. STRATEGY PRICING FRENCH ‘Savoir-Faire’ COUNTRY OF ORIGIN EFFECT SAN MARINA ~ $85 $0 MINELLI ~ $170 COSMOPARIS ~ $260 ALDO ~ $65 +30% psychologic acceptance for french made KENNETH COLE ~ $230 BCBG MAXAZRIA ~ $280 STEVE MADDEN ~ $150 KAREN MILLEN ~ $260 TORY BURCH ~ $380 $100 $500 $200 $300 $400
  • 18. ADVANTAGES Minelli, San Marina & Cosmoparis has its own corner Take advantage of Bloomingdale’s notoriety STRATEGY DISTRIBUTION GOALS Increasing brands’ notoriety in the US Creating brands’ credibility Testing brands’ sales before opening an independent store Obtaining a customer data base Increasing sales Conquer market share INDEPENDENT LARGE DISTRIBUTORS / CONCESSION
  • 19. • FOR BUSINESS CREATION • Employer Identification Number, Application for Authority, Foreign Corporation, Certificate of Assumed Name for Corporations • FOR RETAIL BUSINESS OPENING • Certificate of Occupancy, recycling and waste removal, Registration as a Sales Tax Vendor, Employee Disability Coverage and Unemployment Insurance • FOR BUSINESS OPERATION • Commercial Rent Tax, test control. Sign permits, Improvements to Real property, Worker’s • Compensation Insurance • REGULATIONS TO COMPLY WITH • Asbestos, Consumer Protection Law, HR, Noise Code, • E-signatures, Security Guard Registration • FILING OF BUSINESS TAXES • General Corporation Tax, IRS Business Tax, • NYC Payroll Tax CONSIDERATIONS REGULATORY
  • 20. INVESTMENT RETURN OF EXPORT AND U.S IMPLEMENTATION EXPENSES MERCHANDISE TRANSPORTATION + TARIFFS BLOOMINGDALES RENTAL COSTS & PROFIT SHARE MEDIA / ADVERTISING EMPLOYEE SALARIES AND EXPATRIATION EXTERNAL RESOURCES (CONSULTING, LAWYER, ACCOUNTANT, PUBLIC RELATIONS) INSURANCES MISCELLANEOUS COSTS
  • 21. M. PORTER THEORY / our advantage lies in differentiation As customers look for better quality, we bring high end footwear at a bargain price. We respond to customer demand quickly -- closely monitoring trends in France and Italy and bringing them to the American mass market. OUR CONCESSIONS will attract consumers with modern and sleek aesthetics with experienced sales staff bringing an experience similar to shopping in a luxury brand. According to Porter, customers are willing to pay higher price only for unique features and the best quality. Our products are far superior in producting quality than our competitors like Aldo, Guess Shoes, with a wide range of collections suitable for every woman. While our competitors tend to have a niche consumer, SAN MARINA - COSMOPARIS - MINELLI together target mainly all women. FROM AN IMAGE PERSPECTIVE, the Parisian woman sophistication and style will be a key element to our branding. We believe that none of our competitors possess this advantage. ADVANTAGE COMPETITIVE
  • 22. STRATEGY MILESTONE EXPANSION BLOOMINGDALES LA - MIAMI - CHICAGO INDEPENDENT STORE EX. MAJE - SANDRO OVER 3 YEARS
  • 23. THANK YOU Julie Quesnel Lea Jovanovic Kevin Fouillet case study

×