FROM MEXICO TO FRANCE: SAVING THE MEXICAN REBOZO

2. Internationally Mexican handicrafts have great recognition
and measurement , being products that show the cultural
diversity of society , allowing to become an attractive
market with growth potential sector. (UNESCO, 2004)
Unfortunately, the production of the Rebozo in Mexico has
gone through a severe crisis caused of various factors such
as weak demand and high production costs.
INTRODUCTION

3. Company
Mission
“Our mission is to preserve the culture of the
Mexican Rebozo, with the best quality and
design, helping to provide sustainable
employment for the artisans we work with”
Vision
“Integrate the Mexican culture of the
Rebozo as a fashionable pledge in the
international culture. Impacting in a fair
trade”
Values
• Respect
• Loyalty
• Honesty
• Responsibility
• Transparency

4. Segmentation
 Women between 25
and 40 years who
enjoy having a unique
style, with classic
pieces, but with a
modern twist, who are
in search of products
with quality and that
can be certificates
with a long life.

5. Marketing Plan

6. Product
 The material will depend on
the model of each Rebozo,
as we have said the main
are: Cotton, loom, silk. Also
the design will depend on
each one.

7. Price
 The strategy will be two
different prices , the first
being for distributors or
clothing stores sold the
product.

8. Place
 According to our kind of
costumers, our products will
be distributed to boutiques
at Paris, France and some
small fancy clothes stores.
Also on the website will
appear a specific place
where you can buy any of
our products just by clicking
on it and paying for the
shipping

9. Promotion
 Above the line (ATL):
Magazines “haute couture”;
outdoors: bus stops in places
near to stores of haute
couture.
 Through the line (TTL): Social
media; events: launch party
to introduce the product;
web page: where you can
find it, where you can bough
it and information about the
product.

10. Competitors
Shawl
Scarf
Cashmere
Shawl

11. Social Media
Marketing

12. Product
Empower the Mexican artisan producer of rebozos.

13. Price
 All the costs that are going to be need to create and
develop this plan.

14. Promotion
 It will be advertising at magazines and bus stops. Social media;
events; web page.

15. People
 Mexican artisans who are involved to this project, the
company staff, and the people of stores.

16. Process
 It will be contact the Mexican embassy in France, to promote
the product and create a project, considering that this could
serve as link to get more customers.

17. Physical evidence
 The goal is to be part of fair trade.

18. Conclusions
 Angustias Rebozo is a viable option, because for producers who
are supporting, and stores which sell to consumers because of it
has discovered that the French market has potential purchasing
power to consume these products. Similarly, at the same time, the
French market likes this kind of accessories. In addition to this,
France is an excellent market to promote, because it is evident
that it is a great icon in the fashion world, it is expensive, important
and exclusive couture.
 When someone buy our product, everyone wins: consumers
support producers who are struggling to improve their lives, also
shopper could buy products in line with their principles and values.
 Consumers will contribute to conserve the traditional rebozo, by
time they get a Mexican product made with high quality.

19. Recomendations
 Market research
 After sales service
 Ask for help to the government at France and Mexico
 Search a new target: Men
 New aliances
 Diversify the product

20. Proposals
Approach
with Mexican
artisans
Market
research
Created an
agreement
with stores
items
campaign of
introducing
the product
to the market
Evaluation of
the
sustainability
Open new
stores in
France
Open new
stores in other
countries
Open one
store per
year.

21. Thanks…