How Local Manufacturers Can Become An International Brand
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Presented in May 2014 at the Istanbul Fashion Conference, manufacturers gained precious insights into how Brands are conceived through values, coherent actions and real innovative products and services. Taking examples from leading international luxury benchmark players such as Prada, Hermès and Giorgio Armani, Professor Dal Santo conveyed how local or regional companies can become more international through a long-term approach.
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How Local Manufacturers Can Become An International Brand
- 1. Piergiorgio Dal Santo President PGDS Consulting (Milan) 7th Istanbul Fashion Conference 8 May 2014
- 4. Learning from Luxury Fashion Brand Benchmarks Steps towards being a Brand Local vs. Global Brands
- 5. What Makes Luxury Brands Different? Prestige Brand Strategies Developing Brand Equity Key Luxury Business Trends
- 6. What Makes Luxury Brands Different? Strong cultural foundations (Heritage) Dream and desirability factors Unique and strong Brand DNA and Codes Signature and creative audacity Marketing of the offer, not to demand
- 12. Prestige Brand Strategies Balancing image and business Consumer relationship (brand, experience) Refreshing the Dream Factor (desire) Reaching new customers Developing new products Remaining true to their DNA
- 13. Developing Brand Equity No luxury without the Brand Identity Coherence Defend rights Communicate frequently
- 14. + CONSUMERS European Crisis: + Tourism + Digital + Accessorization + Flagship stores - Wholesale - Eastern Europe - MARKETS • USA market still no. 1, becomes key growth engine • Japan, Italy, China • NYC, Paris, London, HK • Mens outperforms Womens • + Made-to-measure • Importance of 1st line sportswear, denim Data: Bain & Co., Altagamma
- 17. …”continually adapt new products to meet changing demands, new concepts have to be invented to sustain the growth of the Brand…” Giorgio Armani, 2006
- 18. Go Beyond Consumer Expectations Integrate new, emerging needs Continue extending the line Adapt to own existing consumers Personalisation Sophistication Low-cost, private labels Saturated markets Empowered clients
- 26. 26
- 27. PRADA – Galleria Vittorio Emanuele (Milan) 27
- 28. PRADA – Galleria Vittorio Emanuele (Milan) 28
- 29. PRADA – Galleria Vittorio Emanuele (Milan) 29
- 33. 33
- 34. Early founding acts (Past) The first best-selling Product Distribution channel Positioning Advertising Events CEO
- 36. Developing a Mission, Values The Brand Promise The Flagship Product Brand Identity vs. Image Growing the Brand Influencing consumers
- 37. Developing a Mission, Values Corporate, long-term vision Territory, city, region Morals, ethics, beliefs Certain know-how Symbol, logo, color, shape The Brand Platform
- 38. The Brand Promise Points of contact Staying true to the message Developing trust, balancing risk External signs Discover inner qualities of a product
- 39. The Flagship Product Guiding value Meaning Purpose Respect brand contract
- 40. Brand Identity vs. Image Touch points Message, tone, atmospheres Media strategy Revitalisation
- 41. Growing the Brand Phases of growth Markets Licensing Extension Co-branding
- 44. Complete the offer, range Reach non-core target + Brand Awareness + Aspiration value, Perception Trading up to a Total Look Create cross-selling Support core business growth (MTM)
- 45. Enter categories consistent with Brand Equity Partner consistent with my Long-Term strategy Able to communicate my DNA in new channels
- 46. Celebrate 20 years Invest in “true luxury” Exploit potential of the segment DNA, arts, Italy, lifestyle Sophisticated flavor, references to elegance
- 49. Influencing consumers, clients Power to trigger emotions
- 52. Go-to-market strategies Local culture Regional marketing materials Customize retail assortment Tiered approach vs. mature tastes
- 53. Since 2008 PGDS Consulting (Milan) is a boutique agency providing strategic advise to international brands on business development activities, with a focus on the China and India luxury and fashion markets. Piergiorgio is also Chief Researcher and Educator for the Fortune Character Institute (Beijing) and Co-Secretary of the Luxury in China Summit (Shanghai, 17 October), which presents the annual High Net Worth Individual consumer research called the China Luxury Report. He is Visiting professor in Luxury Brand Management and Fashion Marketing at Fondazione CUOA, University of Padua, IUM Montecarlo and Shanghai Jiao Tong University.
- 54. THANK YOU ! Piergiorgio Dal Santo President PGDS CONSULTING Via Rugabella 1 20122 Milano ITALY E: pgdalsanto@gmail.com W: www.pgdalsanto.blogspot.com