Luxury carpets, rugs branding

1. Baluchi
Luxurious Persian rugs
By Mahsa- GHOREISHY

2. I should like to write a novel that
would be as lovely as a Persian
carpet and as unreal.
Oscar Wilde,
The Picture of Dorian Gray

3. History of Carpet and rugs
Rug production
Rug market analysis
Out line
Competitors
Baluchi

4. History of carpet in the world
BC
6000 Evidence of goats and sheep being sheared for
wool and hair and then spun and woven.
1480 Egyptian fresco of handloom (discovered in 1953)
464 Pazyryk rug woven, (Discovered in ice filled tomb
Outer Mongolia 1960). It has all the characteristics
of a modern Persian or Anatolian with a pile and
History
Ghiordes knot.
AD
1000 Marco Polo confirms rug making in Central Anatolia.
From there the technique spread through the ,
Turkomania, Persia,, Kabul, India and Kashmir.
Traders took rugs to Samarkand, Bokhara, Tashkent,
and Peking,
IN FRANCE
1596 Pierre DuPont sets up weaving carpets in Palais
Royal Paris (Jacobs suggests 1604) moves in 1620 to
soap works "Savonerie

5. History of carpet in Iran
The Persian carpet is a part of Persian
(Iranian) art and culture. Carpet-
weaving in Persia dates back to the
Bronze Age .
Persian rugs are one of the most
significant manifestations of the Persian
art, life and culture which surviving
History
through time, wars and empires for
2500 years BC.
In a Persian manuscripts of sixth century
there is a mention of a rug called The
Spring Carpet of Khosrau, belonging to
the King of Persia, “about 550 BC”.
It was made of wool, silk, gold, silver,
and precious and semi-precious stones.

6. History of carpet in Iran
Pazyryk carpet, 2500-year-old
dating back to 500 B.C is the
oldest rug in the world.
History
The origin of this carpet is
attributed to either the Scythians
or the Persian Achaemenids
Pazyryk carpet
Oldest carpet It was discovered in Southern
In the world Siberia, close to the border with
Mongolia: ancient Persia

7. How carpet Moved to Europe
In 1295, Marco Polo had mentioned that
Tabriz rugs were superior to any other rug
he had seen. Marco Polo discovered this
art during trading in Persia.
Countries like France and England
History
showed much interest in it and
introduced hand made techniques.
The Flying Carpet by Viktor
Vasnetsov (1880). Oil, canvas
In early seventeenth century, France
began producing wool area rugs at
Savonnerie in the style of Persian rugs.
These were densely ornamented with
flowers, and were characterized by
architectural framing and mythological
scenes. The most famous of these were a
set of 105 carpets produced under the
direction of Charles Le Brun for the
palace at Louvre

8. Today
Handmade rugs are perpetual objects
of desire, sought after for their
expressive designs and intricate
combinations of pattern and color.
Today, Hand made rugs is in the heart
of interior deign business.
It is considered as an art and is one of
History
the mains actors in the luxury interior
design and furnishing.
Persian rug Armani « baft baktiari «
Today , luxury brands also dress up
homes
After Armani with Armani casa, Hermes
( Faubourg Dedar), Lacroix,..
Launch the fashion luxury interior design
Hand made rugs becoming more and
more a potential markets,
Custom made rugs in hotel
Burj -al -Arab in Dubai

9. Carpet types
Luxury
Silk100%
Knotted
Wool, Silk
Production
Tufted
Wool/Cotton
Woven
Wool/Cotton
Needle felt
Masse
Nylon, synthetic
Machine made
Material, weaving type

10. Carpet types
Machine made Hand made
Segments
Style We focus on hand made
carpet industry
Contemporary
Classical

11. PROCESS OF
From sheep sheering to carpet
CARPET MAKING
Wool washing Drying Sorting spinning
Production
Dyeing Weaving Carving Finishing wash

12. Production
Techniques and structures Pile-woven or knotted
rugs are created by
The weaving of pile rugs is a knots. Most handmade
difficult and tedious process rugs are woven by tying
which, depending on the knots
quality and size of the rug,
may take anywhere from a
few months to several years
to complete

13. Techniques and structure
All handmade rugs are functional and
exceptional works of art created with
great patience. Every single knot is tied
by hand. A rug can consist of 25 to
over 1,000 knots per square inch. A
Production
skillful weaver is able to tie a knot in
about ten seconds, meaning 6 knots
per minute or 360 knots per hour.
That means it would take a skillful
weaver 6,480 hours to weave a 9x12-
foot rug with a density of 150 knots per
square inch. If we divide this number by
8-hour working days, that means it
would take one weaver 810 days
(approximately two and a half years)
to weave such a rug. A rug as large as
a 9x12 is usually woven by two or three
weavers.

14. Quality of luxury carpets
The quality depends on the number of
knots per square meter: the more, the
sharper the image, the denser, stronger
and more expensive the carpet.
Production
Original Persian luxury carpets are very
dense (one to two and a half million
knots per square meter). A handy
woman spends about two seconds for
each knot, tying en to fourteen
thousands of knots a day.
Other factors in quality are the grade
of wool or silk chosen, the material of
the foundation, the dyes, symmetry
and intricacy, Quality and symmetry
are the biggest factors determining the
price and value of a Persian rug

15. Materials
Wool, cotton, silk are used in the carpet
works shop
ilk carpets are often displayed on the wall
Production
like tapestries rather than being used as floor
coverings
Patterns
The patterns which are found in carpets and
rugs have different meanings and tend to be
used depending on the area the rug was
woven. It could be modern, contemporary or
classic and traditional

16. Industry analysis
Hand made Carpet industry
Millions of weavers throughout the
world, working day and night have
perfected the art of carpet making.
The carpet industry talents, mostly
originating from tribal art forms, are
found in the remote parts where
modernism has not hit yet.
The handmade carpet industry is a
labour intensive one involving millions
of artisans and crafts persons. It
occupies a significant position in the
international floor covering trade in
world.

17. Who are the main actors of Hand made carpet industry
Industry analysis
China
Russia India
Pakistan Iran
Afghanis
Turkey
tan
The major participants in the handmade carpet industry

18. Industry analysis
Mains actors Iran remains the greatest rug-weaving
country in the world. It is estimated that
Iran produces approximately three-
quarters of all the handmade rugs in
the world. Iran has the highest and
most diverse number of weaving
groups from master workshops to
nomadic tribes, and as a result, it
produces the most diverse styles
worldwide
This ensures that regions such as India
and China have the capability to
produce exquisite handmade carpets
of superior quality, fetching a high
international price

19. Worldwide
The worldwide market potential demand
world
Asia, Middle east
North America
Market
EU
Carpet
Americ latin
Africa
oceani

20. Worldwide
Forecast Sales of Carpet and other floorcovering
Subsector: 2008-2013
1680
1660
1640
1620
1600
£ million
Market
1580 Carpets and other
Carpet
floorcovering
1560
1540
1520
1500
2008 2009 2010 2011 2012 2013
Years

21. Iranian Market Iran is one of the leading exporter
of hand woven carpet in the
world
Market Analysis
Iran export rugs and carpets to
more than 100 countries
1.4 million weavers are producing
carpets in Iran for domestic and
international market
Iran produce five million square
meters of carpet annually: 80%
are sold In international markets

22. French Market
WORLDWIDE RANKING
CITY RANKING
NEWYORK 1
LOSANGELES 2
CHICAGO 3
SHANGHAI 4
Market
Carpet
BEIJING 5
PARIS 6
LONDON 7
Paris ranks number 6 City in the World‟s Top Carpet and Rug
markets after NY, Los Angeles, Chicago(US), Shanghai, Beijing

23. French Carpet Market
trends
Showroom
Niche selling
On quality buyers
Market
Carpet
Eco friendly goods
Ethical luxury
Middle, high end
consumption

24. Who are the customers in France?
•Luxury hotels, restaurants
Hire designers, best knower
Consumer segment
pay high price for High quality
•Rugs lovers, collectioners
Buy unique, antique, special
Rugs, high quality, differentiation
•Upper class
B.C B.G people, strong purchasing
power, pay for brand image, age
•Middle class
Pay for design, practical
Not expensive, durability

25. Secret du luxe
Pyramid of brands
Brands in France
Luxury
Masstige
Mass market

26. Strategic group Luxury
Secret du luxe
Mass
discount
Basic creative
French Carpet Market

27. COMPETITORS SELECTED
Hand made, custom made
Luxury brands
Competitors
Secret du luxe
Masstige brands
Mass market brands
Selecting 6 competitors, focus on luxury mar

28. PARUSA
PARUSA is an Iranian luxury rug
producer based in Paris,
PARUSA introduce the concept of the
“haute couture” rug: a unique
piece, made to measure, with object
of ethical luxury . rugs are made in
Competitors
Iran, not in workshops or factories, but
in village houses as they were in Persia
in the 17th and 18th Centuries.
weavers are reviving the long-forgotten
ancestral art of carpet-weaving
through their skill and expertise.
Style: modern, design
Hand made on looms, natural material
Location: Paris, rive gauche
Price: starts 3000€ ( high end)

29. PARUSA Brand DNA
Ethical
Competitors
persian Natural
Artisan organic
village
Customization
Modern, deign Haut couture rugs

30. PARUSA BRAND REPUTATION
Qualities
Relation Contextual Intrinsic Associative
Competitors
Category Pedigree Endorsed
Specific brands Quality brands brands
Category Personality
Transcendent Origin brands Promise brands brands
PARUSA benefit form the country of origins “Iran”
Promise ethical objectives, supporting educational program for children
High end luxury rugs with best natural quality

31. Tai Ping
“Great peace” in
Chinese Is an
international custom
luxury carpet designer
Competitor
founded in 1956.
With a presence in over
100 countries:
Casino, luxury
hotel, palaces, private
jet, yachts, airports.
Tai ping is one of the
leader in the luxury
carpet industry

32. Concept
Tai Ping collection are
inspired by global trends in
design, fashion and art.
Preserve Chinese tradition
Competitor
of hand made carpets
and to protect a
generation of craftspeople
Location in Paris:
saint André 75006

33. TAI PING DNA
Luxury Design
Competitor
Strategic
Locations Wide range
In the world
Customization
Combine Asian tradition Luxury, fashion
and modern

34. Tai Ping Brand Reputation
Qualities
Relation Contextua Intrinsic Associativ
l e
Category Pedigree Endorsed
Competitor
brands Quality brands
Specific
brands
Category Promise Personality
brands
Transcend Origin brands
brands
ed
• China is One of the leading manufacturer in luxury carpet
•Expertise in hand made design and quality

35. Craigie
The Company was
founded in the 1960‟s as
a „Cottage industry‟ in
the village of Craigie in
Competitor
Scotland.
Craigie is a leading
manufacturer of quality
custom made
carpets, specially
developed to meet the
requirements of interior
designers, decorators
and architects.

36. Concept
Carpets are
manufactured from
start to finish totally by
hand.
Carpets and Rugs can
Competitor
be made in any
size, shape, color, quali
ty, texture and design
Using only the finest
quality materials, pure
new wool or silks: 100%
New Zealand Merino
Wool giving the finest
quality carpet possible

37. Craigie Brand
DNA
Hand made
Classic and
Leading designer contemporary
Competitor
Best
present in Natural material
Prestigious location

38. Craigie Brand Reputation
Qualities
Relation Contextua Intrinsic Associativ
l e
Category Pedigree Endorsed
Competitor
brands Quality brands
Specific
brands
Category Promise Personality
brands
Transcend Origin brands
brands
ed
Special design for luxury hotels as Sheraton, Hilton
Strong brand reputation in prestigious hotel
categories, Royal family in UK.
customers to be served Individually the best way possible
because of working on quality, not quantity

39. Secret du luxe
Secret du luxe carpets are
creations by the fifth generation of
a family dedicated to the trading
and collecting of the highest
known quality hand-made rugs
Secret du Luxe carpet with their
Competitor
timeless modernism present in Roya – Sahrai
prestigious houses, palaces and Founder, Artist
luxurious hotels .
Secret du luxe line of decorative
rugs is accredited by the
Decorative Arts Museum, Louvre
Palace Paris,
inspired by the archives of the
museum and adapted to the spirit
of modern life.

40. Secret du luxe
Family heritage
Created by a Iranian designer and her
family Since 18 century.
Competitor
Present in a very niche market
( France, Italy)
Special technique
On a vertical loom, the ply of wool
are knotted on the thread of the warp
and then cut according to the
Savonnerie techniques.
using100% New Zealand wool.
Combining Persia XVth and
Savonnery, France XVIIth century

41. Secret du luxe Brand DNA
Family heritage
Custom made
Artistic values
Niche , high end
More than hand made knower

42. Secret du luxe Brand Reputation
Qualities
Relation Contextua Intrinsic Associativ
l e
Category Pedigree Endorsed
brands Quality brands
Specific
brands
Category Promise Personality
brands
Transcend Origin brands
brands
ed
Family heritage since 5 generation
Combining Persian techniques and French know how
Accredited by Art museums and French, Italian Artists

43. Arte Espina
Arte Espina is a young company:
with innovative, contemporary design
rugs Hand made and machine made.
Arte Espina specializes in
designing, manufacturing and selling
Competitor
on line a wide variety of innovative
rugs, supplier for the chains as:
Conforam, Galleries Lafayette…
It is a trendy, affordable brand in
France,
Quality standard
standard 100 guarantee that the rugs
conform with the pollutant norms, do
not pose a health hazard
high-quality product, guarantee of a
sanitary and safe product

44. Arte Espina Brand DNA
vide Attractive collection
Young family On line - shop
functionality
Competitor
Trendy design
Affordable
Best quality
Best price

45. Arte Espina Brand Reputation
Qualities
Relation Contextua Intrinsic Associativ
l e
Category Pedigree Endorsed
brands Quality brands
Specific
brands
Category Promise Personality
brands
Transcend Origin brands
brands
ed
It maintains the best quality for a best price
Functional, practical, easy caring

46. Alinéa
Alinéa is a popular French brand
Selling rugs and carpets
decoration, textile,…
Alinéa has wide range of
machine made rugs.
Competitor
Propose Affordable rugs,
Contemporary designs to Classic
traditional designs.
It represent a family brand for
French market.
It has more than 13 shops in
France

47. Concept
Alinéa offer affordable
price for those who don‟t
want to waste money on
brand “name”
Competitor
Propose for every kind of
customer taste,
The website browsing and
online shopping, easy
ordering

48. Alinéa Brand DNA
Affordable Media Trusted
Wide range
Easy and fashionable
optimal
Online - shop functioning

49. Alinéa Brand reputation
Qualities
Relation Contextua Intrinsic Associativ
l e
Category Pedigree Endorsed
brands Quality brands
Specific
brands
Category Promise Personality
brands
Transcend Origin brands
brands
ed
Alinéa brand doesn‟t suit to any qualities used for determining
The brand reputation.
It doesn‟t use special technologies, doesn‟t have special origins, it‟s
quality is Average, the brand doesn‟t have special promise to its
customers, is not Connected to any personality both from carpet
industry and outside that industry.

50. Baluchi One thousand and one nights story by nomadic tribes
you painters who ask for a technique of
colour - study Persian carpets and
there you will find all knowledge.
(Paul Gauguin)

51. Who makes the Persian Characteristics of tribal
rugs
Baluchi
rugs?
Persian rugs are woven by Made by nomadic tribes
nomadic and sedentary tribes Handcrafted
from Iran High quality, and
authenticity
The Qashqa‟i, the Khamseh, the
Natural silk, Natural wool
Luri, the Afshar, the
The artistic value of these rugs is
Shahsavan, the Bakhtiari , the
simply phenomenal.
Baluch and the Kurd tribes

52. Nomadic tribes in Iran
There are currently 1.6
million nomads in Iran.
They migrate regularly
between Summering and
wintering quarters, from
cooler mountain pastures
.
to warmer plains , in order
to take Advantage of
Nomads
seasonal grazing
resources.
* They are traditional
herders of sheep, goats,
camels and other
livelihood.

53. Legitimity
Nomads are the origin of antique Persian Carpet
it is believed that the Persian nomad tribes of modern day
Iran had been weaving Nomad rugs using sheep‟s wool and
hand knots which they used for lining the floors of their tents
even before the time of Cyrus the Persian king.
Nomads

54. Who are
Baluchi
Baluch is an ethnic
nomadic
Baluchi
Group, living in south
east corner of Iran in
western Asia.
They have strong
Baluchland is a dry
traditions and
and poor region in
Baluchi
cultural values with
Iran
a distinctive ancient
cultural .
They are pure
« Aryan »,
Aryan tribes migrated

55. Since centuries , living
in the tents and doing
hand made crafts, High
quality with natural
product .
artistic value of this
Crafts is phenomenal.
Motivation
It is an existing gap
Baluchi
between
these unknown
artists, living in the
tents and their
magnificent craft
rugs which cover the
places in the world.

56. Baluchi
An ethical luxury
hand made rugs,
History : takes it roots
form
Baluchi tribal in Iran
My brand
Concept: Inspire from
nomadic primitive ART,
it
Express a
contemporary modern
rugs through:

57. Baluchi Concept
Baluchi
•Hand made, knotted, woven
by Baluchi tribes
•Woven by natural material:
Pure silk, pure wool
Baluchi
•Embroidered with pearl,
Semi precious stones
Customization, personalization
Covering furniture, wall, with
hand made soft silky rugs
•New style in luxury rugs
Combining modern interior
design and Persian tradition

58. why this Concept?
Baluchi
Life imitates Art far more than
Art imitates Life. (Oscar Wilde)
Baluchi believes that rugs should
Enter in our life: not only on the
Baluchi
floors But also on the walls,
furniture, table, sofa,
Prestigious handcrafted rugs
Are not the unaffordable luxury
But un art becoming
A part of our life,
we feel it, we touch it

59. Embroidery in wool, or natural silk
On the wall
tribal embroidery with Pearl, semi precious stones, different material….
Baluchi
Baluchi rugs are softer and thinner
than classic rugs.
Philosophy: embroideries rugs, wall
hangings, tribal perfect for use as
home furnishing in modern interior.
positioning tribal rugs as a Table, stool
modern style

60. Baluchi opens its first popup store in Paris
The concept is to create an educational artistic workshop
And not a show room or store.
Marais ( 4 strict) would be prefect area , close to the majority
Of art museums
Baluchi
location
Baluchi
parusa
Other competitors chose the RIVE GAUCHE area in Paris

61. This Pop up store is travelling in
the potential cities; London, NY,..
this concept educate consumers about
the nomadic values and tribal culture
and assume respecting their life style
3 Iranians ARTISANS weavers are
working, weaving on the looms
In this workshop (not nomadic people
but normal artisans)
The pop up store is in 2 parts:
1) Workshop
2) exhibition room
location
Baluchi
The looms are located in the workshop.
This demonstration of artisans would
give opportunities to discovering this art
on live. Baluchi offers the custom made
rugs design by Baluchi designers who
respect tribal art ( patterns, colors,
materials) 80% of the Baluchi rugs
produce in tribal villages in Iran. 20% by
Artisans weavers in Paris.

62. Baluchi concept is like an exhibition
and not a show room,
it highlight the best tribal crafts, rugs
for Consumers .
The popup store offers an exhibition
atmosphere: video screen showing
the location of tribes, their life style,
Baluch music, traditional Cookies,
staff with traditional dress
Free brochures, catalogues about
tribal cultures in Iran: who is baluchi
location
Where is Baluch land
Baluchi
In order to respecting the nomadic
values , There is non nomadic worker
in the Baluchi ateliers, just the artist
weaver artisans .
Baluchi aims to help and enhance
the tribal life condition .

63. Consumer segment Baluchi target consumer?
artists
Decorators
collectioners Rug lovers
All the people passionate discovering different culture
The majority of buyers are wealthy modern and contemporary art
collectors: Art school could be the partner of Baluchi concept

64. Baluchi partners
Muses,
forums
Tribal art
partners
galleries
Baluchi
Tribal art
magazine
Art
school
Art schools could be the important
partner of Baluchi concept

65. Baluchi rugs DNA
Ethical luxury
Tribal embroidered
Baluchi DNA
rugs
Antique Persi
tradition
primitive art
craftsman
Hand made
nomad artisans
Customization

66. Ethical luxury
educative luxury
Brand building
Opening minds to the different cultures
Resonance Affordable art entering in our life
Meeting Persian artisans
Innovative, combining Demonstrate woven process
Design and tradition Judg Feeling, touching, learning
Feelings Art of rugs
High quality
Hand woven, best More than handmade
natural materials used
Performance Prestigious embroideries
Imagery
Salience
–Introducing Iranian artisans
As the artists and creative people
Who customize rugs, investing in artistic aspect

67. Brand positioning
Hand made, custom made
Baluchi
Competitors
Secret du luxe
Luxury brands
Masstige brands
Mass market brands
French market

68. Brand positioning NATURAL
Secret du luxe
Baluchi
MODERN ORIENTAL
SYNTHETIC

69. Brand positioning
HAND MADE
Secret du luxe
Baluchi
MASS MASSTIGE LUXURY
MACHINE MADE

70. Baluchi Brand reputation
Qualities
Relation Contextua Intrinsic Associativ
l e
Category Pedigree Quality Endorsed
brands brands brands
Specific
Category Origin brands Promise Personality
brands brands
Transcend
ed
Baluchi brand has Persian tribal origins. They make quality assuring
carpets and are based on natural qualified materials and hand
made work.
Baluchi promise the ethical objectives to offering better
conditions for nomadic tribal life.
Baluchi would request the participation of cultural organizations,
local artists in each country , it aims rather artistic, cultural ,
educational aspects more than business.

71. BRAND REPUTATION COMPARISON
Pedigree Origin Quality Promise Endorsed Personality
Alinéa
Arte Espina
√
Secret du
√ √ √ √
luxe
√ √
Tai ping
Parusa
√ √ √
Craigie
√ √
Baluchi √ √ √ √

72. BRAND AFFINITY Functional
Native
Ego
Empathy Association
Society
Cosmopolitan
Baluchi
Emotional
Tai ping
Parsua

73. Mahsa – Ghoreishy Baluchi brand manager
17, Rue Francs Bourgeois
75004 Paris
Marais welcome Persian tribal rugs
Paris 7 September 2011, Baluchi Rugs brand is happy to announce its grand opening in
Press Release
Paris with its unique concept popup store and its workshop and Humanitarian Foundation.
Here you can admire the beauty of never seen unique rugs from Baluchi region in Iran
which produce one of the world‟s best hand made rugs in the world.
“Paris has become an important location for artists , designers who are skiing for
innovations and diversity, ”says Mahsa Ghoreishy, owner and founder of Baluchi brand.
Even though today there are many rugs made in many different countries, the Persian
tribal rugs are, without a doubt, the most beautiful rugs that are being made.
Baluchi rugs not only express the persian primitive art but also revel 2500 years tradition
, culture , and artistic values of the ancient persian tribes .
What is new and interesting about Baluchi brand is unique embroideries rugs with Baluchi
pearl and stones , Iranian artisans show on live the whole complex of hand made
techniques, crafts and rugs for carpet and luxury lovers. you can enjoy the unique spirit
of workshop design and an educative demonstration .
touch the artistic tribal rugs, listen to folk music ,tasting delicious cookies, surrounded with
the hospitability and beauty while staying in Baluchi popup store.
Many people see art as an unaffordable luxury, one that is destined for museums or the
residences of heads of state where works of art are part of the ceremonial etiquette. For a
smaller number of people (and I include myself in this number), art is what can be
touched and seen says Ali – Maharani, one of the Baluchi designer.
What also differentiates Baluchi carpets is its ethical , humanity mission towards Baluchi tribes in
Iran, with respects for tribal life style , it contribute to generate works n building schools, hospitals
in this poor area of Iran.
Enter to the history of one thousand and one nights Persian dream and enjoy .