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Mario’s
The Luxury to Die For
Existing Company: Mario’s
• Started as a shirt shop in 1937
• In 1960, opened Mario’s in Lloyd Center, Portland
• In 1975, shifted to a more European taste
• Currently has 3 stores:




     Portland, OR                   Seattle, WA       Tigard, OR
Our Private Label: Mario’s
o Women
    • Handbags
    • Wallets
o Men
    • Bags
    • Wallets


o Travel Accessories
Company Description
Our Consumers
Demographics
• Gender: Men and Women
• Age: 20 – 55 years old
• Income: $72, 000 and above
• Education: College and above
• Social class: Upper-middle class


Psychographics
Innovators
     Innovators are very active consumers, and their
     purchases reflect cultivated tastes for upscale, niche
     products and services.
Thinkers
     Thinkers are conservative, practical consumers; they
     look for durability, functionality, and value in the
     products that they buy.
Achievers
     Achievers favor prestige products and services that
Short Term Forecast
 Private Labels for Women and
 Men’s handbags and
 accessories line:

 • Start with basic
 colours/silhouettes with
 additional products in line that
 incorporates seasonal colours

 • Textiles/materials would
 include premium materials to
 maintain standard i.e. leather,
 exotic leather, gold hardware

 • Trademark/signature details
 (not ostentatious) will be added
 for brand/status identity
Long Term forecast
 Development of products to keep up with
 advancing market
 • Research on customers’ preferences, lifestyles, and what
 influence them
     - Marketing Strategies
     - Long Term Focus on Inventories

 • Invest in technology for textile advancement and innovative
 usability


 •Aim to be a one-stop store young professionals; couples
Competitor


                            • Women
 • American chain of           • Accessories
   luxury department           • Designer Clothing
                               • Handbags
   stores headquartered        • Lingerie
   in New York City.        • Men
                               • Accessories
                               • Bags & Leather Goods
 • Company began in 1923,      • Clothing
   when Barney                 • Personal Furnishings
   Pressman opened his         • Shoes
                               • Ties
   first store in              • Watches, Cufflinks & Jewelry
   Manhattan.
Barneys New York
Concept Board
Color Board
Fall 2011/Winter 2012 Trends
  • Darker, rich, color hues

  • Combination of bold color
    and textures

  • Luxury material and quality

  • Sumptuous textures

  • 3D effects or other
    innovative finishing
    transcend the classical
    looks in an exciting
    modern way
Logo & Slogan
Name of Private Label: Mario’s
Design of Logo: Gold serif font
Slogan of Brand: The Luxury to Die For


“We say, buy less, buy things that you love and wear them to death”


“You gotta love it! Everything you buy should be because you feel like [you] can’t live without it!”


                                                                                             - Mario Bisio




 Mario’sThe Luxury to Die For
Collections
Collections
Collections
Costing Specification
Brand Recognition
Brand Recognition
Promotional Methods




               • Seattle Magazine
               • Catalog (by mail) – regular
                 customers
               • Twitter, Pinterest &Facebook
Environmental Responsibility



  By-product of Meat Industry   Chemical-free Tanning




  Free-range Animals            Recyclable Packaging
Social Responsibility

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Product Development (Mario's)

  • 2. Existing Company: Mario’s • Started as a shirt shop in 1937 • In 1960, opened Mario’s in Lloyd Center, Portland • In 1975, shifted to a more European taste • Currently has 3 stores: Portland, OR Seattle, WA Tigard, OR
  • 3. Our Private Label: Mario’s o Women • Handbags • Wallets o Men • Bags • Wallets o Travel Accessories
  • 5. Our Consumers Demographics • Gender: Men and Women • Age: 20 – 55 years old • Income: $72, 000 and above • Education: College and above • Social class: Upper-middle class Psychographics Innovators Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Thinkers Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products that they buy. Achievers Achievers favor prestige products and services that
  • 6. Short Term Forecast Private Labels for Women and Men’s handbags and accessories line: • Start with basic colours/silhouettes with additional products in line that incorporates seasonal colours • Textiles/materials would include premium materials to maintain standard i.e. leather, exotic leather, gold hardware • Trademark/signature details (not ostentatious) will be added for brand/status identity
  • 7. Long Term forecast Development of products to keep up with advancing market • Research on customers’ preferences, lifestyles, and what influence them - Marketing Strategies - Long Term Focus on Inventories • Invest in technology for textile advancement and innovative usability •Aim to be a one-stop store young professionals; couples
  • 8. Competitor • Women • American chain of • Accessories luxury department • Designer Clothing • Handbags stores headquartered • Lingerie in New York City. • Men • Accessories • Bags & Leather Goods • Company began in 1923, • Clothing when Barney • Personal Furnishings Pressman opened his • Shoes • Ties first store in • Watches, Cufflinks & Jewelry Manhattan.
  • 12. Fall 2011/Winter 2012 Trends • Darker, rich, color hues • Combination of bold color and textures • Luxury material and quality • Sumptuous textures • 3D effects or other innovative finishing transcend the classical looks in an exciting modern way
  • 13. Logo & Slogan Name of Private Label: Mario’s Design of Logo: Gold serif font Slogan of Brand: The Luxury to Die For “We say, buy less, buy things that you love and wear them to death” “You gotta love it! Everything you buy should be because you feel like [you] can’t live without it!” - Mario Bisio Mario’sThe Luxury to Die For
  • 20. Promotional Methods • Seattle Magazine • Catalog (by mail) – regular customers • Twitter, Pinterest &Facebook
  • 21. Environmental Responsibility By-product of Meat Industry Chemical-free Tanning Free-range Animals Recyclable Packaging