2. In 1946, in the shadow of the Italian Dolomites, professional cycling team
manager Emilio De Marchi founded DE MARCHI SPORT.
The brand quickly gained a reputation for excellence – quality merino wool,
clever construction, beautiful detailing and was worn by the icons of Italian
cycling: Magni, Bartali, Coppi.
The company is now one of the premium brands in Italian cycling, with
a reputation for technological innovation and heritage.
3. The Vision: Functional, fashionable and quality sportswear to compliment
the explosive “bicycle evolution” that is trending nationwide. De Marchi’s
commitment to innovation since 1946 will make them a trailblazer in the
fitness and lifestyle industry.
4. The Mission: To introduce De Marchi, a boutique European brand, to the
booming US Bicyclist Market.
Currently De Marchi holds a reputation amongst European cyclists for the
variety of styles and functionality the offer in the way their apparel is crafted.
In addition to importing their high end lines De Marchi will design for the US
mainstream market apparel that will benefit the growing number of beginner
cyclists who are now relying on two wheel as their main form
of transportation.
5. The Team:
Mauro Coccia is the grandson of De Marchi founder. Mauro has
passionately and successfully worked for De Marchi in several
different positions for 27 years. He developed the brand and
brought it where it is now. Mauro is ready for the next level: become
the leader in the fashionable cycling inspired apparel market,
developing and consolidating the trend that sees this profitable
market acquiring its own identity and growing at a fast pace.
Luke Scheybeler is a British designer and entrepreneur. He is the
co-founder and former Creative Director of the premium cycling
clothing brand Rapha with Simon Mottram. Scheybeler established
Rapha’s brand identity, style, product range and digital presence,
leading all creative output for the first 6 years and bringing Rapha
to success. Luke will be working closely with Mauro to make De
Marchi the leading brand in the industry.
6. Traction: The only heritage brand and the oldest in the Cycling Apparel
Market.
• Quality, style, performance and the allure of “Made in Italy”
• There are currently about 67.33 millions of bike users in the USA
• Diversified product offer with the unique proposition of a
“heritage line”
• Inspired to the champions of the past
• Luke Scheybeler co-founder and ex-Creative Director of Rapha will
be part of De Marchi USA task
7. Market analysis: The US bike market growth is a consolidated trend due to
social and environmental factors.
• Cycling clothing Market is at $ 600 million the US (NPD group)
• There are currently about 67.33 millions of bike users in the USA
• US Census Bureau, Statista Data). Commuters are increasingly using
bikes in different states
• Cycling is not anymore limited to a few passionate racer-like individuals.
A new niche of recreational bikers in need of comfortable and stylish bike
apparel is growing significantly
8.
9. US Bicycle commuter: There is a need for comfortable and performing
“cycling inspired” apparel to serve a growing market of “urban bicyclists”
Actual scenario: Currently there is a limited number of brands that can fill
the market evolution’s need of specialized “cycling inspired” apparel fitted
for everyday use that is also stylish.
De Marchi apparel, pairing comfort and style with solutions borrowed from
the “racing technical wear” is the answer to that market need.
10. Product lines: De Marchi, founded in 1946, is a premium Italian sportswear
manufacturer and one of the oldest known cycling clothing brands; its
products are known and appreciated all over the world.
• Innovation: Hi-Tech line designed explicitly for the best performances
• Heritage: Faithful reproductions of apparel produced by the De Marchi
and worn by legendary champions of cycling of the past
• Lifestyle: An Italian style, cycling inspired clothing line that allows urban
cycling in elegance with the comfort of the solutions borrowed from the
technical lines
11. Revenue model: With over 900 clients worldwide and growing,
about 40% of De Marchi’s business comes from the US.
• Primary market is a sophisticated urban clientele who cycles for recreation
and commuting and is capable of an above average spending power
• Pricing strategy will be matching the quality of the brand, being positioned
on the higher side of the scale
• De Marchi will be selling through traditional selected Distribution Channels
and through E Commerce
• De Marchi manufacturing in Italy, relies on a flexible production model
that allows scalable production, reducing the production and the inventory
overhead costs. At the same time it allows to quickly adapt to surges of
product demand
12. Marketing & growth strategy: Selecting channel distributions to reach
exclusive bike stores, and developing a well structured and detailed
Ecommerce platform.
Reaching to cycle leaders with community outreach events, gaining visibility
through partnership with other Italian iconic brands
Implementing a high impact advertising strategy based widely on clips,
educational and media contents that highlight the history and the
uniqueness of the brand and its products. Executing a social responsibility
strategy
13. Financials: In the next pages it is shared a quick Financial overview of two
Business forecasts scenarios.
• Conservative
• Brand more aggressive
18. Competitive scenario: Generic cycling apparel and sportswear is
a crowded and competitive Market.
• De Marchi wants to position itself in a niche (lifestyle, urban cycling) that
is still being defined and that is growing significantly
• Capitalizing on the history of this heritage brand is De Marchi’s key
differentiator over its competition
• Rapha can be considered as the real competitor, De Marchi’s edge is
to be an authentic Heritage brand and a truly Made in Italy brand
• A very functional as well as stylish line of products for both genders is
critical to quickly gain market share as a premium brand
