Choose an established brand and consider how the company might introduce their products into a new market
Since Lululemon is not present in Italy, we thought it would represent a good fit (high quality clothing and fashion sense of Italy)
We also chose Lululemon given because it’s an admired and aspirational company
Total population: 58,090,681
Largest Cities: Rome, Milan and Naples
GDP – real growth rate: -5.1%
GDP – per capita is a high $29,900
Stress is related to 99% of all illness.
Highest: Individualism and Uncertainty Avoidance
Lowest in Power Distance
Jealousy works the opposite way you want it to.
One of most fashionable countries in world
Florence, Rome and Milan
Giorgio Armani, Elsa Schiaparelli and Roberto Cavalli
Sophistication and attitude
Dance, sing, floss and travel.
1 of 3 Italians regularly exercise – are fitness and style conscious
Trends are constantly changing per season
15-64 years: 66.3%
(male 19,530,696/female 18,981,084)
Lululemon targets largest demographic age group in Italy
If apparel proves to be trendy/fashionable it will appeal to Italian consumers
Breathe deeply and appreciate the moment. Living in the moment could be the meaning of life.
Italy’s Form of Government
Unitary Parliamentary Democratic Republic
Successful people replace the words 'wish', 'should' and 'try', with 'I will'.
High standard of living
High nominal GDP
Decreasing growth rate
What we do to the earth we do to ourselves.
World Trade Organization
Council of Europe
Western European Union
Organization of Economic Co-Operation Development
Nature wants us to be mediocre because we have a greater chance to survive and reproduce. Mediocre is as close to the bottom as it is to the top, and will give you a lousy life.
Tariffs and Quotas
Some selected imported items depending on product’s origin
Visualize your eventual demise. It can have an amazing effect on how youlive for the moment.
“Technical clothing for yoga, dancing, running, and most other sweaty pursuits. We create components for people to live longer, healthier, more fun lives.”
Do one thing a day that scares you.
High Impact Fabrics
Luon® - signature fabric
Luxtreme, Merino Wool, Coolmax®, Circle and Power mesh, & Swift
Cotton fleece, stretch French Terry, and Pima Cotton, & Vitasea®
Glyde and Softshell
Characteristics of Possible Markets
Target Market Profile
Males and females
College graduate, in the workforce
Relatively high income
Experiencers and Innovators
Life is full of setbacks. Success is determined by how you handle setbacks.
Characteristics of Possible Markets
Capital of Italy
Friends are more important than money.
Market Size & Potential Pricing
Target market age ranging between 25-65 includes about 60% of population in Rome
potential to reach 50%+ of population
Pricing would remain the same, converted into Euros
1 US dollar = 0.7534 Euro
Print is overwhelming and oversaturated
TV offers 8 free channels and 800+
The pursuit of happiness is the source of all unhappiness.
Advertising & Promotion
Very attractive store windows & prices
Rome is a walking city
Prices make it a “live advertisement”
Shows off apparel
Gyms & yoga studios
Involve themselves with community
Discounts for certified yoga instructors
Your outlook on life is a direct reflection of how much you like yourself.
Advertising & Promotions
Relationships with environmental groups
Press opportunities (TV, Newspapers, Etc.)
Advertising campaigns in magazines
Glamour, Vogue Italia, Grazia
That which matters the most should never give way to that which matters the least
Nike and Adidas
Retailers Umbro and Puma
Position brand as sophisticated & trendy athletic option
Sell apparel in strategic locations
Promote the lifestyle (not just clothing)
Make ad campaigns culturally appropriate
Maintain brand simplicity, creativity and voice
Practice yoga so you can remain active in physical sports as you age.