Marketing Group Project. Brand Analysis Report, 2011. Group Members Names on Cover page. Year 1 BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts. 2011.

1. VS
Fashion Marketing Group Project
Mayshella Clara W. - 11786
Ng Shi Hui – 12838
Teo Jia En - 12565
Yao Qiong (Bini) - 11621

2. 1. Introduction
2. Background History
3. Targeting Group and Segmentation
4. Products / Customers
5. Price / Cost
6. Promotion / Communication
7. Place / Convenience
8. 5th
P Comparison
9. Conclusion
ContentContent

3. BackgroundBackground
RAOUL
• Raoul - the French name for Ralph
• Singapore born global brand under FJ Benjamin
• First store opened in 2007
• In 2003 Mr. Benjamin bought some shirts from some
expensive stores and after three to four months he was
wearing shirt and the cuffs were fraying, buttons
coming off. So they decided to develop a men’s shirt
label. They’d get the best quality material and make it
in Asia and if you give a man a choice, he will buy.
• It started with just a menswear range, but four years
ago added womenswear - because women shoppers
were buying smaller sized men’s shirts to wear
themselves.

4. BackgroundBackground
RAOUL
• Raoul - the French name for Ralph
• Singapore born global brand under FJ Benjamin
• First store opened in 2007
• In 2003 Mr. Benjamin bought some shirts from some
expensive stores and after three to four months he was
wearing shirt and the cuffs were fraying, buttons
coming off. So they decided to develop a men’s shirt
label. They’d get the best quality material and make it
in Asia and if you give a man a choice, he will buy.
• It started with just a menswear range, but four years
ago added womenswear - because women shoppers
were buying smaller sized men’s shirts to wear
themselves.
MASSIMO DUTTI
 Spanish brand
 Founded in 1985
 Acquired by Inditex in 1991
 The brand originally focused on men’s
fashions, yet 1992 saw the launch of its
collections for women, ranging from uber-
urban to casual lines.
 In 2003 Massimo Dutti launched its kids
fashion range under the name Massimo Dutti
Boys & Girls.

5. RAOUL
•Benjamin describes the range as “good
fashion at an affordable price point”.
•“We like the phrase ‘elevated
essentials’.”
Brand Values

6. •“Total dedication, top quality
materials and a clever mix of textures
and styles are the keystones of the
Massimo Dutti world and reflected in
all its collections.
•Taking its own unique creative
concept as the base, Massimo Dutti
designs for urban, elegant and
contemporary customers. Customers
that are not only looking for the very
latest trends, but are also loyal to our
label and share our pride in its values.
“
MASSIMO DUTTIRAOUL
•Benjamin describes the range as “good
fashion at an affordable price point”.
•“We like the phrase ‘elevated
essentials’.”
Brand Values

7. The aspirers
Group:
Men in their 20s to late 30s
Demographic factors:
Professionals or run their
own businesses
Psychographic factors:
Non-narcissists, they live for
others rather than themselves
Behavior factors:
Health conscious
Awareness of healthy lifestyle
Keep up with trends
RAOUL
Targeting Group and Segmentation

8. The aspirers
Group:
Men in their 20s to late 30s
Demographic factors:
Professionals or run their
own businesses
Psychographic factors:
Non-narcissists, they live for
others rather than themselves
Behavior factors:
Health conscious
Awareness of healthy lifestyle
Keep up with trends
RAOUL MASSIMO DUTTI
New Age family-oriented
Group:
Young married men/women in
their late 20s to early 40s
Demographic factors:
Professionals or white-collar workers,
earn more than 3000$ /month
Psychographic factors:
Not status conscious
Free time is more important
than money
Behavior factors:
Green products
Not sensitive to promotions
Targeting Group and Segmentation

9. ProductProduct
Men’s Wear SS-2011Men’s Wear SS-2011
www.Raoul.com www.MassimoDutti.com

10. ProductProduct
Women’s Wear SS-2011Women’s Wear SS-2011
www.Raoul.com www.MassimoDutti.com

11. ProductProduct
Cruise-2011Cruise-2011
www.Raoul.com
Raoul more specific with their collection

12. Similarities
 Quality
 Emphasis on office wear
 Classic silhouettes
 Personal style yet also following
international runway trends
 Versatile
Differences
 Range of collection – Kids &
Fragrances
 Fabrics used
Raoul Massimo Dutti
ProductProduct

13. ConsumerConsumer
Raoul
 Confident
 Independent
 A RAOUL shirt can give a
myriad of looks – from corporate
sophistication, to smart casual to
cocktail chic
Massimo Dutti
 Urban, elegant and contemporary
customers.
 Loyal to label and share pride in
their values.
 It offers a wide variety of
collections, ranging from
sophisticated high-end fashion to
easygoing casual wear.
(inditex.com)

14. Price RangePrice Range
Female:
Business Shirt S$99
Pants S$199
RAOUL
Men:
Shirt S$109
Pants S$159
Female:
Shirt S$115
Pants S$169
Massimo Dutti
Men:
Shirt S$115
Pants S$149

15. PricePrice
Similarities
Massimo Dutti Shirt:
S$115
Raoul Shirt:
S$109
Massimo Dutti Pants:
S$149
Raoul Pants:
S$159

16. Cost (Effectiveness)Cost (Effectiveness)
Raoul
 “The group’s fashion retail business
surged 45% from Q2 2006 due to
double-digit comparable store
growth of existing brands such as
GUESS, La Senza and RAOUL,
new regional store openings and the
launch of Gap.”
- FJ Benjamin 2007 Financial Report
Massimo Dutti
 Gross profit rose to Euros 6,328
million, 7% higher than the
previous year.
- Inditex 2009 Financial Report
Massimo Dutti: More outlets and more countries because they older and mature brand
Raoul: younger brand on the upswing – earlier on its PLC
Therefore Raoul might be catching up and is a worthy threat for M.D.

17. Price
Quality
Raoul
Zara
HUGO Boss
PREMIUM –
quality goods which are of good value
A look will reveal at which quarters local and int. brands are
positioned because people will judge firstly on how a brand present
their image.
Massimo Dutti
PositioningPositioning
G2000
Regional Brand
International Brand

18. PromotionPromotion
Raoul Massimo Dutti
Have a campaign with Top model on it Have a campaign with Top model on it
Telling us both brand want to make a good image, look more high end with having
TOP model in their campaign.
www.Raoul.com www.MassimoDutti.com

19. PromotionPromotion
Raoul Massimo Dutti
www.Raoul.com www.MassimoDutti.com
Fall Winter 2010
Spring Summer 2010 Spring Summer 2011
Spring Summer 2011

20. PromotionPromotion
Raoul Massimo Dutti
Advertisement campaign and products
appear in local and international
editorial.
Advertisement campaign appear in
international editorial only. But product
appear in local and international
editorial.
OPRAH MAGAZINE VOGUE BAZAAR

21. PromotionPromotion
Raoul Massimo Dutti
Updated website and social network. Such
as Facebook, what they did:
• Having lucky draw
• FB brings customer to their store because
they keep updating if there’s any
magazine/celebrities wearing their clothes
•Word of mouth
Updated website and social network. Such
as Facebook & Twitter.
• Mix & match their stuff
• Giving news about their store like :new
arrival or opening new store

22. PromotionPromotion
Raoul Massimo Dutti
Have they on runway every new season in
Fashion city, like Milan and New York.
•More effective with runways, Raoul
positions itself as a high end brand
Therefore people will perceive it as a more
glamorous and expensive brand.
•It will be cover up by many media
Only did twice fashion show, and it’s not
regularly being done. They did some event
in their store, for eg VOGUE fashion
night out & celebrating 25th
years of
Massimo Dutti
www.Raoul.com Massimo Dutti Facebook

23. PromotionPromotion
Raoul Massimo Dutti
Nokia N95 Raoul Limited Edition 2009 Have an iPad application

24. PromotionPromotion
Raoul
Good PR strategic by giving sponsorship to
celebrities, just like any high end brand did.
Appear in Style.com and Vogue.com
Report after their fashion show, which is
means fashion world already accepted and
realize that Raoul brand is exsist.
Raoul Facebook VOGUE & STYLE.COM

25. PromotionPromotion
Massimo Dutti
Have affinity card that can be use to all
Inditex stores. (only in limited places in
Europe)
www.MassimoDutti.com

26. CommunicationCommunication
Window DisplayWindow Display
Raoul Massimo Dutti
Not appealing window display, not suit
the image that they are trying to be
More appealing window display
(more exclusive and giving more high end
feeling)
Raoul Takashimaya Massimo Dutti Takashimaya

27. CommunicationCommunication
Window DisplayWindow Display
Raoul Massimo Dutti
Not appealing window display, not suit
the image that they are trying to be.
More appealing window display
(more exclusive and giving more high end
feeling).
Raoul Takashimaya Massimo Dutti TakashimayaPrada ION

28. CommunicationCommunication
Store InteriorStore Interior
Raoul
Asian practical, bright, minimalism store
interior.
They have screen that plays video of their
latest runway.
Raoul MBS LV Pacific Place Jakarta

29. CommunicationCommunication
Store InteriorStore Interior
Raoul Massimo Dutti
Asian practical, bright, minimalism store
interior, and high end feeling because of
the warm lighting.
They have screen that plays video of their
latest runway.
European style. Warm lightning creating
cozy atmosphere but the way they put
their merchandise is too cramped.
Raoul MBS Massimo Dutti Marina Square

30. CommunicationCommunication
FacilityFacility
Raoul Massimo Dutti
Provide facility inside the store.
Look book, an album full of Raoul’s
products appear in magazine, and a
computer.
Have news letter
www.MassimoDutti.com

31. CommunicationCommunication
StaffStaff
Raoul Massimo Dutti
Polite & friendly staff that smile and
greet upon entrance
Professional dress and grooming but not
very friendly. But helpful when requested

32. PAST
Raoul: Direct Selling Distribution StrategyRaoul: Direct Selling Distribution Strategy
RAOUL
FJ BENJAMIN IN-HOUSE
BRAND
SHOP FRONTSHOP FRONT
FINAL CUSTOMERFINAL CUSTOMER

33. NOW
Raoul: Direct Selling & Selective Distribution StrategyRaoul: Direct Selling & Selective Distribution Strategy
FINAL CUSTOMERFINAL CUSTOMER
POINT OF SALES
(US & EUROPE)
POINT OF SALES
(US & EUROPE)SHOP FRONTSHOP FRONT
RAOUL
FJ BENJAMIN IN-HOUSE
BRAND
FRANCHISE (B2B)
PHILIPPINES
FRANCHISE (B2B)
PHILIPPINES

34. PAST
M. Dutti: Direct Selling Distribution StrategyM. Dutti: Direct Selling Distribution Strategy
MASSIMO DUTTI
INDITEX IN-HOUSE
BRAND
SHOP FRONTSHOP FRONT
FINAL CUSTOMERFINAL CUSTOMER

35. Distribution StrategiesDistribution Strategies
Raoul
 Shop Front :
 South East Asia : Singapore,
Indonesia, Malaysia, &Philippines
 Oceania : Australia
 Sales Point :
 United States
 United Kingdom : Harrods &
Matches
 Denmark
 Russia
 Italy
 Greece
 Show Room :
 Singapore
 United States (just open 2010)
M. Dutti
 525 Outlets Worldwide
Outlets in Europe
Asia
Middle East

36. Raoul Massimo Dutti
Location
Located in Prime
shopping areas.
Located in Prime shopping areas.
Convenience of
Targeted Market
Convenience to suit the
needs of working adult.
Convenience to suit the needs of working
adult, especially family-oriented.
Middlemen
Involvement
?
No involvement of middleman (own their
own manufacturing plant in Spain and
China)
Place & ConveniencePlace & Convenience

37. ExpansionExpansion
Raoul
 Shop Fronts > Point of Sales
 Mr Benjamin said, ”The
company could open it’s first
Raoul stores in China in the
autumn of next year or 2012, and
would likely start out by opening
its own stores first as its
distribution channels are not as
sophisticated.”
M. Dutti
 Inditex opened 1st Massimo Dutti
store in Macao in 2007
 First Massimo Dutti shops in
Beijing and Berlin in 2009
 Product life cycle; Massimo Dutti
at the Peak.
 Not much room left for expansion.
 Therefore what is left is to maintain
their standard.

38. Best PointBest Point
Raoul: Positioning
 Started from menswear
 Segmentation: luxe for middle
income
 Good quality for good value
Massimo Dutti: People
 People – knowing & meeting
needs
 Efficient & personalised customer
service
 Acting quickly

39. Thank you!Thank you! 

40. Research ReferenceResearch Reference
 Massimo Dutti Research:
 http://www.inditex.es/en/who_we_are/concepts/massimo_dutti
 http://women.timesonline.co.uk/tol/life_and_style/women/fashion/article3633139.ece
 http://www.luxemag.org/fashion-designers/massimo-dutti.html
 Raoul:
 http://www.asiaone.com/Business/News/Story/A1Story20101130-249919.html
 http://www.divaasia.com/article/5724
 http://www.fjbenjamin.com/pdf/pr_raoul2006_255117.pdf

41. Image ReferenceImage Reference
 Massimo Dutti SS 2011: http://www.designscene.net/2011/01/massimo-dutti-spring-
summer-2011-hunter-gatti.html
 Massimo Dutti SS 2011: http://lookbooks.com/pearsonalexander/post_view/gandy-and-
rubik-massimo-dutti-ss11-14-photos
 Affinity card: http://www.affinitycard.gr/indexen.html
 M.D. Thai Runway: http://thaicatwalk.com/wordpress/2009/09/massimo/
 M.D. Singapore Runway: http://chicprinceb.wordpress.com/2010/09/18/massimo-dutti-
liat-towers-singapore-officially-reopens-with-a-fall-winter-2010-runway-show/