Presentation of a start up project involving the launch of a new brand in China

2. 目录
集团简介
Content
米罗利奥集团
Miroglio Group
www.mirogliogroup.com
米罗利奥简史
Miroglio History
1884 – 起源
米罗利奥集团的历史要追溯到19
世纪末，Carlo Miroglio 和他的
妻子 Angela在 Piemonte小镇
Alba 附近开始经营布料生意。
The history of Miroglio Group
started in the 19th Century,
when Carlo Miroglio and his wife
Angela started in a small town
called Alba their first textile
trading business
1884 – The Beginings
米罗利奥的简史
米罗利奥的今天
Miroglio 在中国
关于 DI LUCE
产品风格与特色
品目标客群与发展战略
品牌推广
形象风格展示
About DI LUCE
Product Style & features
Target Consumers and
Development Strategies
Marketing Activities
Brand image
DI LUCE
DI LUCE
Miroglio History
Miroglio Today
Miroglio in China
Company Introduction

3. 80年代 – IT和物流
The 80’s –
I.T and Logistic
80年代 – 产品系列化
Starting from the Eighties,
Vestebene extended its
products range to a coordinated
wider offer (shoes, scarf, bags,
etc.) and launched its first
brand, Caractere.
90年代 – 零售业
On 1993 Vestebene started its retail
development by opening two flag-
ship stores in the north of Italy for
the brand MOTIVI.
1947 – 米罗利奥
纺织制造公司
1947 –
Miroglio Textile
经过多年的经营， Miroglio 1947
年决定转入生产，Giuseppe
Miroglio 安装了最初的几台纺织
机，成立了纺织品制造公司。
Following the success of the first
years of textile business, on 1947
Giuseppe Miroglio estabilished the
first textile factory and started pro-
ducing fabric.
70年代 – 分散经营
70年代 Vestebene 开始将制衣
工厂移到了国外，开始集团的国
际化的发展经营。
The 70’s –
Internationalization
In the 70’s Vestebene started its
expansion abroad and opened
many new factories worldwide.
1955 – 米罗利奥
服饰公司 Vestebene
1955 年Giuseppe Miroglio成立了
服装制造公司，命名为 Vestebene.
1955 – Vestebene
On 1955 Giuseppe Miroglio esta-
bilished the fashion division of the
group named Vestebene.
对这些工厂的经营和管理，促使
Vestebene 投入了新的 IT 和物
流系统，并于80年代早期在ALBA
附近建成了大型的物流仓库。
Following its rapid expansion
worldwide, the company
developed its own I.T and logistic
management system.
80年代起， Vestebene在服装各
个大类 (裙子，套装，衬衫…)的生
产和销售上做了深入研究，把注
意力转移到新产品开发体系上，
它立足于产品的整体系列化，更
加注重形象和时尚的结合．按照
这个系统的理念所创的第一个品
牌是Caractère．
The 80’s –
Broadening of
Products Range
1993年 Vestebene 把她的第一
个零售品牌 Motivi投入市场并在
意大利北部开了两家独立店铺.
The 80’s –
Retailing

4. 2000 – 零售扩张
Motivi 成功投放市场后, Miroglio
陆续推出其它零售品牌, 如Elena
Miro, Oltre, Caractère, Sym 以
及 Fiorella Rubino, 这些品牌将
米罗利奥的销售链扩张到 1.500
多家店面.
2000 – Retail
Development
After the success of Motivi, Miro-
glio launched new brands such as
Elena Miro, Oltre, Caractere, Sym
and Fiorella Rubino. With these
new brands Miroglio expanded its
retail very quickly which has now
reached more than 1500 mono-
brand stores worldwide.
2004 Miroglio 在中国
2004 年 米罗首次进入中国场，
注资收购并成立了 Elegant Pros-
per (雅莹）合资公司。意大利的
创造力，组织力和中方的努力与
合作相结合，获得了非凡的成功.
2006年米罗利奥在上海成立了境
内外商独资企业，并引进两个旗
下品牌，MOTIVI 及
ELENA MIRO.
In 2004 Miroglio entered in the
Chinese market by developing the
brand Elegant Prosper in joint-ven-
ture. Now there are already more
than 400 stores across China.
In 2006 Miroglio Set-up a WOFE in
Shanghai and started the distribu-
tion of two brands, MOTIVI and
ELENA MIRO.
2004 Miroglio in China
米罗利奥的今天
2010 DI LUCE
2010 DI LUCE
2010年9月米罗利奥将在中国市
场推出一个全新的意大利女鞋及
配饰的品牌DI LUCE，品牌设计由
Stefano Ferragamo 先生领导的
设计团队担纲完成。
In October 2010 Miroglio launched
in China a brand new high-end ac-
cessories brand, DI LUCE, under the
creative direction of Italian
designer Stefano Ferragamo.
米罗利奥集团是意大利主要的时尚
服饰及面料集团。目前集团分布全
球32个国家，46个办事据点们并拥
有, 并拥有超过12,000名员工。每年
集团生产超过20,000,000万件的服饰,
20,000,吨的纺织原料, 35,000,000码
的面料, 2000多个营业销售据点, 年
营业额逾10亿欧元
Miroglio Spa is a leading Italian
fashion and textile company with
more than 12,000 employees
and 46 operations in 32 countries.
Every year Miroglio manufactures
20 million units of clothes, 20
million kilos of yarn, 30 million
metres of fabric distributing them
to over 12.500 businesses and to
millions of consumers, through a
sale network of more than 2.000
stores and with partnership with
some of the major department
stores in the world. The annual
turnover of the group is more
than 1 billion Euro.

5. 品牌背景
DI LUCE 隶属于拥有超过百年历史的米罗利奥集团下的顶级奢华女鞋品牌。
米罗利奥集团是意大利最大的时尚集团之一，旗下的DI LUCE 女鞋品牌依托
其优势，为中国女性带来了“专属定制”的女鞋概念（设计、采制均来源于
意大利）。
2010年，DI LUCE 正式进军中国市场，于9月在上海开设其第一家旗店。通
过市场调研与一系列数据统计分析，DI LUCE 将品牌定义为奢华高级女鞋品
牌，为喜欢多变的并注重生活品质的精英都市女性悉心定制。
专业4A公司为DI LUCE量身打造公关策略，通过各种公关手法结合DI
LUCE中国首家旗舰店的盛大开业，最大化传递DI LUCE的品牌信息，扩大
品牌影响力 。
DI LUCE Background
DI LUCE is a new Italian luxury
shoe brand from the Miroglio
group; it has more than 100
years of Italian heritage.
The Miroglio group is one of the
biggest fashion companies in It-
aly with a global network. With
this, DI LUCE aims to provide
quality Italian shoes (designed
by an Italian team, using Italian
materials) customized for the
Chinese women.
DI LUCE is a new face entering
the China market; it opened its
1st flagship store in Shanghai
end of September 2010 From
the research and focus groups’
insights and findings on the
shoe retail landscape in China
and initial perception towards
the brand; DI LUCE aims to
position itself as a luxury shoe
brand for dynamic, discerning,
multi-faceted modern Chinese
women of today; young at
heart with very active lifestyles.
International 4A PR company is
tasked to create and execute
a communications plan to
build brand awareness and its
launch in the China market,
moving towards the milestone
event of its 1st store opening in
Shanghai, through a series of
compelling and engaging PR,
ePR and marketing initiatives
Our Noble Purpose
Our Behavioral Code
Our Inciters
“Walks with You in your Life”
Our Advantage
Italian inspired while
customized for Chinese women
Effortless, elegant sophistication
The multi-faceted Chinese
women who want to accentuate
their beauty through every
moment in their life journey
款式
品牌内涵
我们的目标
优雅细致，细腻隽永
我们的优势
专为中国女性脚型需求制
楦，结合意大利工艺与设
计的意大利女鞋品牌
由内而外, 衬托女性美,
自信优雅演绎生活中的
每个时刻
奢华足以动人
品牌 DNA
Brand DNA
纯正意大利格调和精湛工艺
尊贵迷人的奢华表情
完美设计、选材用心
无拘无束的舒适穿戴享受
经典传承、与时俱进
Genuine Italian
Craftsmanship
Luxurious Style
Refinement Design,
High-Quality Material
Comfort without
Compromising the Style
Traditional, Classic,
Elegant yet Updated
Brand Positioning
Pure Italian inspirational-luxury
shoes brand which was tailor-
made for
Chinese Ladies
Versatile for different
occasions to create
metropolis lady image
Exquisite but not expensive
Touch her via different
5 sensations
拥有纯正意大利血统，为中国
女性专属定制的意大利品牌
适合多样化的场合变幻，缔造
现代都会丽人的优雅形象
无可比拟的高性价比
触及5重不同感官享受
品牌定位

6. Target
Consumer
目标客群
25 to 45 years old women
White collars: self-employed
entrepreneurs; working in
upper management
Owns houses, cars, and
investments
Educated in overseas or with
higher education
Aware of the latest
fashion trends
Demanding and
quality conscious
Internet users and traveler in
China and abroad
Connection is everything – VIP
status in stores is very
important - competitive
Strong - independent minded
Price conscious (good value for
money very important for her).
Compares prices before
purchasing (especially online)
Aware of all the latest fashion
offers in China
Loyal to their favorite brands
比照国际一线品牌标准打造商品档
次，然售价及客群铺盖面却更广
商品除选用高质感主体面料外，更
强调使用至少2-4种异种材质的混
搭拼接，让消费者除了穿着舒适
外，更好搭配服饰。
强调全方位优质消费享受，
体现在商品，购物空间氛围，销售
服等。
有别于传统VIP 回馈方案，快速累
积忠实VIP客群。
第一个意大利为中国女性脚型特色
及市场趋势量身打造的高档品牌。
Targeting at premium brand
level, DILUCE has a wide cus-
tomer coverage. In addition to
the high quality of upper mate-
rial, it also matches with more
than 2 different materials which
endow customers with comfort-
able feeling and make it easily
go with dress.
Shoes combine inner and out-
side beauty together.
DILUCE emphasizes the overall
luxious shopping enjoyment,
which is reflected in the shop-
ping space, and sales service,
ecc.
VIP return bonus system differ-
entiates from traditional one in
order to accumulate more loyal
VIP customers.
It is the first customized Italian
premium brand according to
Chinese lady’s foot type and
Chinese market trend.
品牌特色
Brand
Features
For the launch of DI LUCE brand Miroglio is using a very strong and
international team of managers and consultants experts in different
areas. Most of them are Italian and have long and successful experi-
ences. The activities done by these teams are: fashion & communica-
tion, products design and product development (all the designers are
Italian), shoes making, store concept design, marketing strategy
China shoe making production is done with Mr Ruggero, who has a
long experience in production for leading luxury European brands in
Italy, Mr Ruggero is based since 2002 in China where he represents
one of the best quality shoes experts active in Asia collaborating
with top brands.
Professional Team
专业团队
25岁至40岁的女性；
白领精英；个体经营者; 高层管理
人员；
海归一族 (华侨)及受过国外或高等
教育的女性；
拥有房、车及投资；
对于国际潮流，新闻，及趋势敏感
与关注；
关注时尚，重视品味及个性化生
活；传统但不守旧，喜欢尝试新鲜
的事物；
交际圈活络，且经常交流想法及时
尚潮流趋势等；
使用网络,与国际讯息同步，并且
时常在国内外旅行；
重视购物环境、服务及质感；
精打细算，重视性价比，在采购前
进行价格比较，并会在网上做好充
足功课；
觉得在中国市场上应该有更多的品
牌选择；
对于认定品牌会拥有高忠实度
意大利第二大，也是历史最悠久的时尚集团，米罗利奥，统合阵容坚强的国际
化的营销及专业顾问精英，从时尚推广，产品设计及生产，店铺设计，市场营
销策略等，全程皆由经验丰富的意大利及国际团队为中国市场女性量身打造
DI LUCE品牌。
意大利设计师团队精心规划DI LUCE系列，设计品牌风格及鞋款，并由具有悠
久经验且经验丰富的工艺师为品牌生产。
在中国为品牌专门生产的鞋厂也是由在意大利有为欧洲领先奢侈品制鞋长期
经验的制鞋工艺师Ruggero 为品牌独家生产。Ruggero先生于2002年进入中
国，并成为与高端品牌在中国合作的高端制鞋师代表。

7. 备注: 中高档市场的价格定位
(含春夏及秋冬，
平均价格带在1200至5000元)
Note: The average price,
including SS and AW, is between
1200RMB to 5000RMB.
单鞋
Entry Price: 1,180
AVG. Price: 1,580
Top Price: 1,980
平底鞋
Entry Price: 1,180
AVG. Price: 1,380
Top Price: 1,880
鞋品价格定位表
DI LUCE Price
Positioning
高跟鞋
Entry Price: 1,380
AVG. Price: 1,680
Top Price: 2,580
晚宴鞋
Entry Price: 2,780
AVG. Price: 3,780
Top Price: 4,880
靴款
Entry Price: 1,880
AVG. Price: 3,180
Top Price: 4,280
Diluce Chinese Footwear Market Positioning Map
Luis Vuitton
Gucci
Ferragamo
Bally
Celine Stuart Weitzeirman
JC Collection
Skap Woman
Harson
Naturalizer
Bottega V.
Jil Sander
Fendi
Max Mara
Tods
Kate Spade
Valentino
Marni
Marc Jacobs
Pedro Garcia
Coach Agnes B
Etro
Jimmy Choo
Prada
YSL
EQ:IQArchette
DI LUCE
ST&SAT
Roberta Di
Belle
Le Saundra
Lila Verne
Elle
Geox
Bata
Joy & Peace
Moofy
Zara
AEE
Fed
Millie’s
Staccato
Steve Madden
Stella Luna
What For
Miss Sixty
Top Gloria
Pedder Red
BCBG
Guess
UGG
Nine West
500 1000to
Classic Updated
International
Luxury Brands
Local Brands (China, Hong
Kong and Taiwan company)
License Authorized
Brands
Trendy经典 流行 时尚
中低档
3000
高档
High Price
1000 3000to
中高档
mid-high price
mid-low price
(usually are
Hong Kong or Taiwanese )
Flat Pump
High Heels Boots/Booties Evening Shoes

8. 秋冬款
A&W
春夏款
S&S

9. 晚宴鞋款
Evening Shoes

10. 沟通架构
Communications
Architecture
Overall Brand
Concept:
Walk with You in Your Life
总体品牌概念:
光芒，足以动人
创造性的观点:
寻找 Miss DI LUCE
Creative Idea:
Finding Miss DI LUCE
第三步
在女性生活的每个时代与之相随
Empowering & Accompanying
Women in All Moments
of Her Life
Key Priority 3
第二步
为中国女性量身打造
Key Priority 2
Customized for Chinese Ladies
第一步
纯正的意大利品牌和工艺
Key Priority 1
Genuine Italian brand
and Craftsmanship
相关的设计和系列
Relevant designs
and collections
相关的媒体和频道选择
Relevant media
and channel choices
品牌核心
Core
Communication
Message
DI LUCE:
蒂露丝
光芒，足以动人
Walk with you
in your life

11. 第一阶段
为品牌建立吸引力和期待感
Phase I
Build curiosity & anticipation for
the brand
创建媒体网络伙伴
大众媒体
Create Online
Partnership
Social media
第二阶段
建立品牌的理解度和知名度
Phase II
Build awareness & understanding
for the brand
Print
Creative Online
Partnership
Social media
Opinion Leaders
Engagement
Store opening
平面推广
创建网络伙伴
大众媒体
新店开张
第三阶段
建立品牌的亲和力
Phase III
Build emotional affinity for
the brand
创建媒体伙伴关系（访
谈），opinion leader
参与赞助活动
Print
Creative Media
Partnership
(interviews)
Sponsorships
(Programs and
Celebrity Engagement)
沟通计划
Communication
Plan
Integrated
Online
Touch Points
综合交流平台
Advertorial
Editorial
在奢华频道及时尚频道中植入社
论性广告
网页首页出现的大幅广告
社论性广告
在奢华频道及时尚频道中植入软文
活动网站中大量出现品牌软文
著名博主与行业领导者写作品牌
软文
软文
在时尚网站中植入活动网站
在热点网站频道中植入店击式广告
活动网站
博主与行业领导者大量参与
网友的大量参与
EDM 的传播品牌信息
邀请名媛，扩大品牌知名度与影
响力
持续举办大型走show活动
参与
Key
Communication
Objectives
主要交流目标群体
Create public awareness
of the brand among
targeted female
consumers in Shanghai
Start to build relationships with
media, Key Opinion Leaders
and trend setters to create
media buzz about the brand
and its defined True North
Start to engage targeted con-
sumers to further build
brand desire and
emotional affinity
在上海目标女性顾客中创造品牌
知名度
着手与媒体、目标客群以及潮流
引导者建立关系, 以此来加强媒体
对于品牌的报道并确立品牌方针
开始关注目标人群来进一步建立
品牌需求和情感关系
Advertorial in luxury channel
and costume channel
Crazy advertorial banner
in homepage
Editorial in luxury channel and
costume channel
Editorial in minisite for
press release
Editorial from Blogger
and KOLs.
Minisite
Promotional webpages
on onlylady
Web banners on hot channels
Engagement
KOLs and bloggers to share
their experience
Online netiizen engagement
EDM blast
Involving major local celebrities
to increase brand awareness
Organizing continuous fashion
shows and in-store events

12. 推广策略
在媒体与顾客中最大化的推广品
牌中心思想，用感性的，动人的
并且引人注目的方式收纳网络上
下独特新颖的公关策略。
深入关注大众媒体的努力，在传
统媒体的支持下通过三步走去建
立公关政策 ( 短期，中期，长期 )
独家网络媒体合作伙伴，借助电
子媒体公关和大众媒体来增加DI
LUCE网站的访问量 ，如搜索引
擎/ 论坛 / 社交网站 /
博客主分享
Maximize the awareness of the
core brand message among
the media and the consumer
Leverage off unique and in-
novative PR content online and
offline in an emotional, engag-
ing and compelling way
Leverage strongly on social
media efforts, supported by tra-
ditional media to build up PR
hype via a 3-phased approach
through traditional media (short
and long lead)
Exclusive online media partner-
ship
Search engines / BBS / SNS /
Bloggers engagement
Leverage on e-PR and social
media to drive traffic to the DI
LUCE corporate website
Campaign
Strategy
Key Communication
Objectives
媒体策略
Create public awareness of the
brand among targeted female
consumers in Shanghai
Start to build relationships with
media, key opinion leaders and
trend setters to create media
buzz about the brand and its
true north
Start to engage targeted con-
sumers to further build brand
desire and emotional affinity
建立临时性的传统公关政策，通过
三步走的媒体宣传方式来增强品牌
的知名度。
传统媒体（短期领导和长期领导）
采用指定的网络媒体制作的活动网
页作为消费者互动的网络平台 大
众媒体/ 电子公关:搜索引擎/ 论坛
/ 社交网站 / 博客主分享
与针对时尚/女性的网站进行独家
合作供消费者参与
建立网上的口碑，报道核心思想加
大品牌的曝光度
2010年首家旗舰店
大上海时代广场
2011年 港汇精品店
2010 First Flagship Store
2011 Grand Gate Way
Boutique Shop

13. 品牌开业
Grand Opening
October 21st, 2010
店铺形象展示 DI LUCE Store Image
意大利设计团队精心打造奢华消费空间
Most of the material for the
store is original Italian product
The DI LUCE Store Experience
True Italian Luxury
销售的，不仅是优质的产品，更是种
舒适高级的消费体验

14. OFFLINE AND
ONLINE CAMPAIGN
2009 秋冬大片
2009AW
2010 春夏大片
2010 SS

15. 时尚
01/2011
瑞丽
01/2011
红秀
11/24/2010
今日风采
29/10/2010
JESSICA
01/12/2010
News Clippings
News Clippings
ELLE
01/2011

16. YOKA
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