Berluti is a luxury brand founded in 1895 in Paris by Alessandro Berluti as a bespoke shoemaker. It was acquired by LVMH in 1993. Known for its craftsmanship and timeless designs, Berluti uses pure, black and white graphic design and stamps or labels to identify its products. It has expanded from men's shoes and accessories to include a menswear line. While known for its expertise, Berluti could improve its online personalization services and target younger customers to highlight customization options.

2. HISTORY
ORIGIN
1895: Allesandro Berluti, a
bespoke bootmaker founds his
house in Paris
1959: introduction prêt à
chausser
1993: acquired by LVMH

3. BRAND ELEMENTS
LOGO
descriptive, benefit based
Point of difference
TAGLINES
« Berluti Paris »
& « Bottier depuis 1895 »
GRAPHIC DESIGN
pure, clean and black&white design
classic font mixed with modern font on the
website
LABEL
for the souliers it’s stamping letter and for
the clothes a tissu label

4. LABELS

5. BRAND TERRITORY
CRAFTMANSHIP
TIMELESSNESS
CREATIVITY
PROMISE
made to measure know-how,
unlimited combinations
EMOTIONAL PERSONALITY
technical skill and creative flair

6. BRAND ARCHITECTURE
Men shoes & accessories
2012: Menswear
Berluti boutiques and e-shop
selected stores, department stores,
airports

7. USED STRATEGIES

11. COMPETITIVE ADVANTAGES
THE ART OF BEING UNIQUE
personalization
tattoo
special order
bespoke shoes
bespoke tailoring

12. SPECIAL ORDERS

13. BRAND EQUITY
POINTS OF EXCELLENCE
one century know-how in souliers
unique Venezia leather
the unique Berluti patina
creative vision and innovation
exclusiveness & members club

14. BRAND EQUITY
POINTS OF IMPROVEMENT
communication not focused on
personalization
online strategy is not optimized
limited customization service online

15. STRATEGIC RECOMMANDATIONS
develop online personalization service
create Berluti app to gather services
work on product placement VIPS
create more brand content and story telling
target younger audience with
communication about customization
services

16. Thank you for your attention
Elias Doelman
Antonin Dansicare