Bernardelli final presentation for Domus Academy master course

1. PROJECT LEADER
- ALESSANDRO CARON
PROJECT ADVISOR
- MARIA JABER
FASHION BUYING
MASTER IN FASHION
MANAGEMENT
2014-2015
_ALMAGUL KASSYMOVA _CHOLLATARN JATCHAVALA
PELIN ARBEL YUKSEL _ANNA SUKHOMLINOVA _CHETAN LAKSHMI
IN COLLABORATION WITH
CAMERA ITALIANA & BUYER MODA

2. GENERAL
RECOMMENDATIONS
I N D E X
MARKET
RESEARCH
TARGET MARKET
W
EB DESIGN
BERNARDELLI
ONLINE IDENTITY
BRAND
PORTFOLIO

3. BERNARDELLI ONLINE IDENTITY

4. THE MISSION OF BERNARDELLI STORES IS TO SERVE
AS POINT OF REFERENCE FOR THOSE SEEKING A
SENSE OF FASHION AWAY FROM PASSING TRENDS
THROUGH RESEARCH IN DIVERSE AREAS, AS WELL
AS TO PROVIDE CUSTOMER SERVICE WHICH AIMS
NOT TO SELL, BUT TO DRESS THEIR CUSTOMERS.
BERNARDELLI
CORPORATE VALUES
BRAND IDENTITY

5. BERNARDELLI ONLINE
PRICE RANGE
45 – 2985 EURO
INCLUDES ONLY BRANDS FEATURED
IN BERNARDELLI UOMO OR
BERNARDELLI DONNA PHYSICAL
STORES
BERNARDELLI ONLINE STORE ONLY
INCLUDES BRANDS FEATURED IN
ITS PHYSICAL STORES
IN ITS ONLINE STORE, THE MAIN
EMPHASIS IS ON BETTER KNOWN
INTERNATIONAL BRANDS
PRICE RANGE
95 – 3807 EURO
BERNARDELLI ONLINE STORE
ASSORTMENT INCLUDES BRANDS
FROM ALL OF ITS STORES
BERNARDELLI ONLINE STORE ONLY
INCLUDES BRANDS FEATURED IN ITS
PHYSICAL STORES
CARRYOVER ITEMS ARE NOT
DISCOUNTED AND PROPERLY LABELED
ITEMS FROM PREVIOUS SEASONS
ARE ALSO DISPLAYED
VS

6. THE OVERLAP BETWEEN THE ASSORTMENT OF THE ONLINE STORES IS MINIMAL
IDENTICAL ITEMS IN BERNARDELLI ONLINE STORE ON AVERAGE ARE
MORE EXPENSIVE THAN ON FARFETCH
ASSORTMENT FOR OVERLAPPING BRANDS IS SMALLER ON BERNARDELLI ONLINE STORE
BERNARDELLI ONLINE
VS

7. BERNARDELLI ONLINE
CURRENT CLIENT OF FARFETCH.COM
MORE CHIC
MINIMALIST
MASCULINE
Ages : 25 -35
Income : 35-70K Per Year
Working Woman
Independent
Own Style
Unique

8. MARKET RESEARCH

9. MARKET RESEARCH
2016
U.S. ANNUAL E-COMMERCE SALES
2005
2.8%
2007
3.4%
2009
4.0%
2011
4.9%
2014
6.4%
PERCENT
OF TOTAL

10. MARKET RESEARCH
INCOME AND TIME SPENT ONLINE ARE PROPORTIONAL

11. MARKET RESEARCH
MONEY SPENT/ TIME ONLINE
50%
20%
30%
GEN X
1960 - 1980
GEN Y
1980 - 2000
GEN Z
2000 - NOW

12. MULTITASKERS
G E N E R A T I O N
1 9 8 0 2 0 0 0
“ M i l l e n n i a l s ”
SHAPED BY TECHNOLOGY
MARKET RESEARCH

13. MARKET RESEARCH
CRITICAL SUCCESS FACTORS OF E-COMMERCE
UNIQUE
&
MEMORABLE
CUSTOMER
EXPERIENCE
GLOCALIZATION
SPEED
&
CONVENIENCE
SAFE & SECURE

14. TARGET MARKET

15. GENERAL TARGET IN USA
CALIFORNIA
BEACH CITY
HOLLYWOOD LIFE
RELAX SUNSHINE
MORE COMFORTABLE
CASUAL STYLE
A.B.C & MEXICAN

16. GENERAL TARGET IN USA
CALIFORNIA
COUNTRY LIFESTYLE
COWBOY
JEANS STYLE
DESERT - MOUNTAIN
MEXICAN
TEXAS
BEACH CITY
HOLLYWOOD LIFE
RELAX SUNSHINE
MORE COMFORTABLE
CASUAL STYLE
A.B.C & MEXICAN

17. GENERAL TARGET IN USA
CALIFORNIA
COUNTRY LIFESTYLE
COWBOY
JEANS STYLE
DESERT - MOUNTAIN
MEXICAN
TEXAS
NEWYORK
ECONOMIC CITY
FASHIONISTA
RUSH HOUR
LUXURY LIFE
HEALTHY TREND
BEACH CITY
HOLLYWOOD LIFE
RELAX SUNSHINE
MORE COMFORTABLE
CASUAL STYLE
A.B.C & MEXICAN

18. NORTH EASTERN U.S.DEMOGRAPHICS
MASSACHUSETTS
6.7 MLN PEOPLE
41.1% WORKING AGE
51.5% FEMALE
4.4% LGBT POPULATION
NEW YORK
19.7 MLN PEOPLE
42% WORKING AGE
51.5% FEMALE
3.8% LGBT POPULATION
PENNSYLVANIA
12.8 MLN PEOPLE
43.3% WORKING AGE
51.1% FEMALE
2.7% LGBT POPULATION

19. ITALIAN COMMUNITY IN THE US
NEW YORK 2.6 M
CALIFORNIA
1.4 M
PENNSYLVANIA
1.5 M NEW JERSEY
1.4 M
FLORIDA
1.1 M
U.S. STATES WITH AROUND 1 MLN PEOPLE OF ITALIAN ANCESTRY

20. ITALIAN AMERICAN ORGANISATIONS AND MEDIA IN US
TARGET MARKET

21. NEW TARGET
TARGET FOCUS IN NEW YORK
BORN IN 1985
ITALIAN-AMERICAN
MORE THAN 50K+ INCOME
PURCHASE ITALIAN-DESIGNER
UNIVERSITY DEGREE
FINANCE OFFICE
ANDREA
FASHION CONSCIOUS
UP TO DATE
COSMOPOLITAN
ANDROGYNOUS

22. NEW TARGET
VIDEO

23. BRAND PORTFOLIO

24. ACCESSORIES

25. Category: Contemporary
Type: Shoes
Price Range: € 105-525
Distribution:
• Pollini.Com
• Openingceremony.Us
• Farfetch.Com
• Shopstyle.Com
Category: Black Label
Type: Shoes
Price Range: € 375-5000
Distribution:
• Barneys And Saks Fifth
Avenue
• Farfetch.Com
• Luisaviaroma.Com
• Net-A-Porter.Com
POLLINI JOSHUA SANDERSGIUSEPPE ZANOTTI
Category: Designer
Type: Shoes
Price Range: € 814 – 1.250
Distribution:
• Sola Showroom - New York
• Tonyahawkes.Com
• Valerydemure.Com
SHOES

26. BAGS
Category: Designer
Type: Bags
Price Range: € 560 – 2,430
Distribution:
• 2 Stores In Florida And 1 Store In
California.
• Farfetch.Com
• Luisaviaroma.Com
• Net-A-Porter.Com
TONYA HAWKESELENA GHISELLINI
Category: Designer
Type: Bags
Price Range: € 814 – 1.250
Distribution:
• Sola Showroom - New York
• Tonyahawkes.Com
• Valerydemure.Com
Category: Designer
Type: Bags
Price Range: € 384 – 1,210
Distribution:
• 2 Stores In New York, 1 Store
In Philadelphia, 2 In Miami
And 1 In La
• Lindelepalais.Com
NASHA MEKRAKSAVANICH

27. SHOES
STEVE J
Category: Contemporary
Type: Bags
Price Range: N/A
Distribution:
Bacodistribution.Com
Net-A-Porter.Com
OUI, ODILE
Category: Contemporary
Type: Bags
Price Range: € 100-600
Distribution:
• Farfetch.Com
• Railso.Com
PAULA CADEMARTORI
Category: Designer
Type: Bags
Price Range: € 560 – 2,430
Distribution:
• 3 Stores In Us
• Farfetch.Com
• Luisaviaroma.Com
• Net-A-Porter.Com

28. HATS
Category: Contemporary
Type: Hats
Price Range: € 43-908
Distribution:
• Luisaviaroma.Com
• Thecorner.Com
• Cappellishop.It
• Silviacoscishop.It
ATELIER VLISCO BORSALINO SUPER DUPER HATS
Category:
Contemporary
Type: Hats
Price Range: € 50-250
Distribution:
• Luisaviaroma.Com
• Italist.Com
Category: Contemporary
Type: Hats
Price Range: € 124-382
Distribution:
• 7 Stores In Us: 3 In New
York, 1 In Chicago, 3 In La
• Ilflor.Com
• Lyst.Com

29. JEWELRY
Category: Designer
Type: Jewelry
Price Range: € 70-624
Distribution:
• Luisaviaroma.Com
• Runway2Street.Com
• 1 Store In The U.S., In
Michigan
CATERINA ZANGRANDO
Category: Designer
Type: Jewelry
Price Range: € 100-450
Distribution:
• Incrediblecreatures.It
• Notjustalabel.Com
• Birikbutik.Com
MARIO SALVUCCI
Category: Designer
Type: Jewelry
Price Range: €400-410
Distribution:
22Designstudio.Com
22DESIGNSTUDIO

30. CLOTHES

31. BLACK LABEL
Category: Black Label
Type: Rtw
Price Range:
€ 400-1200
Distribution:
• Saks, Ny
• Farfetch.Com
• Luisaviaroma.Com
• Net-A-Porter.Com
• Mytheresa.Com
GIAMBATTISTA VALLI RED VALENTINO
Category: Black Label
Type: Rtw
Price Range:
€ 300-600
Distribution:
• Saks, Ny
• Bergdorf, Ny
• Net-A-Porter.Com
• Mytheresa.Com

32. DESIGNER
ALBUM DI FAMIGLIAFRANCESCA LIBERATORE
Category: Designer
Type: Rtw
Price Range: N/A
Distribution: No Available
Information
Category: Designer
Type: Rtw
Price Range: € 30 – 434
Distribution:
• Walbumdifamiglia.Com
• Envoyofbelfast.Com
• Houseoflifestyle.Com

33. DESIGNER
CATERINA GATTA SERGEI GRINKO
Category: Designer
Type: Rtw
Price Range: € 183 - 714
Distribution:
• Matchesfashion.Com
• Luisaviaroma.Com
Category: Designer
Type: Rtw
Price Range: Not Verified
Distribution:
• Owned Store In Brescia
• Showroom In Milan

34. DESIGNER
XIAO LIMIRYAKI
Category: Designer
Type: Rtw
Price Range:
€ 280 – 2300
Distribution:
• C/O Studio Elitre S.N.C
• Only Showroom In Italy
• Notjustalabel.Com
• Farfetch.Com
Category: Designer
Type: Rtw
Price Range: N/A
Distribution:
• 10 Corso Como, Milan
• Opening Ceremony, LA

35. Category: Contemporary
Type: Rtw
Price Range: € 250-2500
Distribution:
• Neiman Marcus
• Bergdorf, Goodman, Ny
• Net-A-Porter.Com
• Farfetch.Com
• Shopstyle.Com
AGNONA MSGM
Category: Contemporary
Type: Rtw
Price Range: € 43.5 – 832
Distribution:
• Luisaviraoma.Com
• Farfetch.Com
• Lindelepalais.Com
• Shopstyle.Com
CONTEMPORARY

36. CONTEMPORARY
AU JOUR LE JOUR
Category: Contemporary
Type: Rtw
Price Range: € 130-1300
Distribution:
• Luisaviaroma.Com
• Avenue32.Com
MAURO GRIFONI
Category: Contemporary
Type: Rtw
Price Range: N/A
Distribution:
• Farfetch,Com

37. CONTEMPORARY
HOLLY FULTON MARKUS LUPFER
Category: Contemporary
Type: Rtw
Price Range: 300-1000€
Distribution:
• Net-A-Porter.Com
• Farfetch.Com
Category: Contemporary
Type: Rtw
Price Range: 150-600€
Distribution:
• Bloomingdales, Saks, Ny
• Net-A-Porter.Com
• Farfetch.Com

38. CONTEMPORARY
ISSA HOUSE OF HOLLAND
Category: Contemporary
Type: Rtw
Price Range: € 95 – 1,578
Distribution:
• Selected Stores Of
Neiman Marcus
• Harrods
• Net-A-Porter.Com
Category: Contemporary
Type: Rtw
Price Range: €
300-1500
Distribution:
• Net-A-Porter.Com
• Farfetch.Com
• Luisaviaroma.Com

39. UNISEX

40. [UNI]SEX CATEGORY
WOMEN’S
CLOTHES
For
M E N
MEN’S
CLOTHES
For
W O M E N

41. CONTEMPORARY
BLAZE MILANO ANDREA POMPILIO
Category: Designer
Type: Rtw
Price Range: € 200 - 1500
Distribution:
• BLoomingdales Ny
• Luisaviaroma.Com
• Yoox.Com
• Shopstyle.Com
• Farfetch.Com
Category: Designer
Type: Rtw, Blazer
Price Range: € 980 – 1,560
Distribution:
• Not Sold Online
• One Retailer In Milano
• Mainly Custom-Made
Orders

42. WEB DESIGN

43. MAIN PAGE

44. UNISEX

45. UNISEXMATCH IT

46. GENERAL
RECOMMENDATIONS

47. WINDOWS FOR PROMOTING NEW DESIGNERS
BERNARDELLI
ONLINE STORE
CUSTOMER
Order Information
BERNARDELLI
OFFICE
DESIGNER
ONLINE PLATFORM CAN GIVE BERNARDELLI AN OPPORTUNITY TO PROMOTE
NEW DESIGNERS WITHOUT HOLDING THE STOCK.
A NO RISK TEST DRIVE FOR EXPERIMENTAL COLLECTIONS
Order Confirm
Order Shipment
Order Confirm Customer Order
BUSINESS MODEL

48. BERNARDELLI
YOUNG
DESIGNERS
- BUYING BUDGET NOT NECESSARY
- DECREASED OPERATIONAL AND
FINANCIAL RISK DUE NOT HAVING TO
HANDLE SHIPMENT OF ORDERS
- INCREASED REPUTATIONAL RISK,
SINCE HAS TO RELY ON DESIGNER
TO SHIP THE ORDER ON TIME AND
IN GOOD CONDITION
- SOME INITIAL TIME AND
FINANCIAL INVESTMENT
NECESSARY TO ORGANIZE THE
WORKFLOW
- ADDITIONAL EXPOSURE
THROUGH LEVERAGING
BERNARDELLI’S ESTABLISHED
AND VALUED BRAND
- REACHING INTERNATIONAL
CUSTOMERS WITHOUT HAVING
TO INVEST INTO AN ONLINE
SALES PLATFORM
- 100% RISK OF HOLDING THE
STOCK FOR BERNARDELLI
- OPERATIONAL AND FINANCIAL
RISK IN CASE OF NOT BEING ABLE
TO SHIP THE ORDER ON TIME AND
IN GOOD CONDITION
PROS CONS
BUSINESS MODEL

49. COMMUNICATION
OUR SUGGESTION ON ITALO-AMERICANO

50. PACKAGING

51. THANK YOU
for