The document outlines a development project for the Etro brand, focusing on creating a second line with a market study, brand history, target consumer, collection themes, sourcing, distribution, and visual merchandising. It highlights benefits such as affordable prices and good quality while maintaining brand identity and targeting women aged 27-55 with a bohemian personality. The project utilizes prestigious fabrics from Italy and is distributed in major cities like Paris and Milan.

1. Line Development Project:
The creation of second any line for Etro
Lindsay POUI-DI

2. PLAN
1.MARKET STUDY
2.BRAND HISTORY
3.TARGET CONSUMER
4.COLLECTION THEMES
5. SOURCING & DISTRIBUTION
6. VISUAL MERCHANDISING

3. BENEFITS
FOR THE CONSUMER FOR THE BRAND
- Affordable prices
- Good quality product
- Wear designer apparel
- Brand recognition
- Consumer base
expansion
Maintain brand identity

4. ETRO STYLE
A distinctive style
Prestigious fabrics : silk, paisley…
Vibrant prints
Chic bohemian inspiration

5. WHY ETRO?
Strengths Weaknesses
 A strong identity
 A real know-how
 Good financial results
 A weak popularity
 A restricted target

6. TARGET
Target
Women (27/55 years)
Personality
Bohemian
Lively
Engaged
Range
Middle of the
range/High-end

7. URBAN SAFARI

8. SOURCING
 Fabrics from Italy
 Apparel manufacturer in Poland
DISTRIBUTION PARIS
MILAN ROME
VENICE FLORENCE

9. VISUAL MERCHANDISING

10. VISUAL MERCHANDISING
 The shop windows

11. PACKAGING

12. THANKS FOR YOUR ATTENTION