Introduction and expansion of lingerie in France and Italy

1. ‘’ Corolla’’
BEST OF ITS KIND

2. Corolla
La PARADISE basics lingerie collection is different from the other lines presented so far because
it offers the less expensive pieces. It features comfortable bras, panties, bodysuits and hosiery,
usually available in one color (black, white, nude or pink), meant to provide the pleasure you
seek for in your lingerie on a daily basis.
Lingerie: Le paradis
Standard
Premium
Swimsuit: Masterfit
Standard
Premium

3. Prati- rome
Via virgilio- rome
Cannaregio- venice
Sestiere di s.Marco- venice
Pine ridge road- naples
Tamiami trl n- naples
Corso bueno aires- milan
Via dante- milan
Via calzioli- florence
Santa maria nouvella- florence
STRATEGIC LOCATIONS IN
ITALY

4. Companies
Aerie
Bali
Berlei
Chantelle
La senza
Oysho
Silhoutte
True and co
Wolford
Country of origin
USA
USA
Australia
France
Canada
Spain
UK
USA
Australia
Part franchises

5. Penetrating strategic ideas
Establish
Corolla as top
lingerie brand
Open stores in
France and
Italy
Establish
successful
pricing and
sales policy
Provide
assistance
Efficient
logistics
Use E-
commerce
Customer
feedback
collection
New IT
system
Employee
hiring

6. Why Italy??
Italian fashion is the emblem of style and
elegance
Peninsular region with many beaches
Easy logistics
Birthplace of many luxury brands
Lingerie market is 3 billion USD
Has rose by 13%
Source: http://www.fibre2fashion.com/industry-article/3670/lingerie-
and-lingeries-only-part-iv?page=1

7. Competition in Italy
Victoria’s secret
Calzedonia group’s Intimissimi
La Perla
Other competitors in Italy!
Acacia Swim
Rosebule
Lovesurf
Karo Swimwear

8. SWOT Italy
Strength
Desirable demographic composition.
Strong foot traffic.
Complementary retailers.
Developed Infrastructure and facilities for business.
Successful retail reputation.
Demand for the Product is high and specific
Weakness
Trading Across Borders
Enforcing Contracts
Resolving Insolvency

9. Source- http://www.tmf-group.com/en/media-centre/resources/to
challenges/emea/italy
Opportunity
Establish relationships with complementary retailers (e.g. bridal
shops) to share customer.
Web Sales i.e. growth in e-commerce
Customized product line.
Threat
Other local high quality and prestigious brands.
Brands that have exclusive stores in most countries.
Slow recovery from recent economic downturn.
Mis-calculating customer's tastes and needs, resulting in too many
mark downs

10. Distribution channels
Online retailing
Through merchant agents
Part franchises
Company outlets
Malls and supermarkets
Standardised products

11. Services offered
Loyalty cards
Cashbacks
Cashback points linked to loyalty cards
Delivery services
Customisation “create your own style”

12. Merchandise Assortment
Lingerie's (Average range: €30 - €60 )
Bra’s
The classic bra
The balconnet bra
The push-up bra
The bandeau bra
Bustier
Briefs
Tanga
G-string
Culotte
Body suit
Garter belt
Short slip
Bridal
Swimsuits (Average
range: €35 - €70 )
Boardshorts
Rash guard
Wetsuit and dry suit
Drag suits
Racing suits
One-piece
Bikini
Microkini
Tankini
Monokini
Trikini
Swim briefs
Trunks
Jammer

13. Marketing strategies for Italy
E-commerce refer code to attract new customers
Mobile app discounts
Purchasing product through card(silver, gold, platinum) the discount
varies
Social media marketing
Implementing loyalty programmes
Online shops reaches foreign customers by providing translation features

14. Marketing strategies for France
More emphasis on e-commerce
Follow the latest fashion trends
Keep an eye on the competitors
Advertisement & promotion

15. OPERATIONAL STRATEGIES FOR
ITALY
Italy currently ranks fifth in online retail sales in Europe.
It had approx 6 billion in retail online sales.
Online retail sales currently make up 1.4% of all retail sales in Italy, expected to reach 2% by
2018.
There are approx 15 million digital buyers in Italy .
Niche online retailers have the most success in Italy and theonsumersy appeal young Italian
consumers who like to shop online.
Digital buyers and spending of consumer continues to increase in Italy.
Brands looking to sell in European market are taken into consideration the digital shift in the
mindset of Italian consumers.

16. Logistics and transportation
Existing warehouse in Paris
Additional setting up warehouse in Rome
Tie up with logistics partner: Fedex
Future plans
Establishing self owned logistics arm: “Corolla fast”
Return Policy
15 days return, which will be sent back to factory and rescanned for sale.
Factories
Warehouse
½ days of
delivery

17. E commerce strategies
Affiliate Policies
Live chat for Shopping assistance
Cashbacks in Wallet
Customization
Cart Sharing
Redeemable offers
Collaboration with these websites for sales in Italy
Marketing through online advertisements
Most popular Italian sites in online

18. Create your own style
Create your own style

19. IT and web sites
Company official website
Web site for customized
products even linked to
official website
Website for different
seasons
Social Media pages
Blogs

20. 3 years development plan: 1st year
Marketing –promotion (social media, adverts,seos,fasion shows)
Shops or stores-110 owned/100 franchised/50 part franchised
Special entry –customized lingerie and swim suits
Consequences –increase in brand image ,increase in market share, profit increase
IT- ERP 2 module
Organisation – matrix structure(complex managerial tasks)
Investments- 5 million euros
Day to day cost- depending upon season to season
Weekly task-8000 sold by web/400 per week-per store

21. 2nd year
MARKETING –Promotion (social media, adverts,SEOs,fasion shows)
Shops or stores-130 owned/100 franchised/80 part franchised
Special entry –customized lingerie and swim suits(if in demand)
CONSEQUENCES –increase in brand image ,increase in market share,profit increase
IT- ERP 2 module(revised to new version if necessary)
ORGANISATION – matrix structure(complex managerial tasks)
INVESTMENTS- 5 million euros(depends from result of 1 st yr)
DAY TO DAY COST-depending upon season to season
WEEKLY TASK-9000 sold by web/450 per week-per store

22. 3rd year
MARKETING –Promotion (social media, adverts,SEOs,fasion shows)
Shops or stores-130 owned/100 franchised/80 part franchised(increase or decrease as per
demand)
Special entry –customized lingerie nd swim suits(if in demand)
PRICING- IF required may be changed acc. To market conditions
CONSEQUENCES –increase in brand image ,increase in market share, profit increase,
IT- ERP 2 module(revised to new version if necessary)
ORGANISATION – matrix structure(complex managerial tasks)
INVESTMENTS- 5 miliion euros(depends frm result of 1 st yr)

24. Thank you for
your support !