1.
MARKET ANALYSIS
Understanding the environment in which AMI
operates is fundamental to plan our strategy and will
enable us to discern the threats and opportunities of
our sector in the Chinese.

2.
The GRDI method allows us to show that the Chinese market is attractive
because of a high consumption. The market does not involve a huge risk
however it begins to be slightly saturated due to the very large number of
players already present.
2015
Rank
Country
Market
Attractiven
ess
Country
Risk
Market
saturatio
n
Time
Pressure
GRDI
Score
Populati
on
(million)
GDP per
capita
(thousan
d)
1 CHINA 66,7 55,7 42,3 96,6 65,3 1 364 13
7 E.A.U 97.6 84 16,5 33,9 58 9 65
8 BRAZIL 98 60,4 45,2 28 57,9 203 15
15 INDIA 30,5 39,8 75,7 58,5 51,1 1 296 6
0 = Low
attractiveness
100 = High
attractiveness
0 = High risk
100 = Low risk
0 = Saturated
100 = Not
saturated
0 = No time pressure
100 = Urgency to
enter
As you can see, our market is mature, which means that buyers have become
experienced and that the market is segmented into buyers. The maturity of the
market must be used as an asset.
MarketingWhy China ?

3.
OPPORTUNITIES THREAT
POLITICAL - The chinese government has decided to delete the one-child policy. This will
increase the Chinese younger generation in the next decade.
- 80% of the world's counterfeit comes from China and the Chinese
government prefers don’t take care about this phenomenon.
- The important taxes that make the prices of ready to wear are very
high.
- Since the anti-corruption policy in China, the Chinese consumer is less
attracted by the major European luxury brands and prefer invest in
cutting edge fashion brand.
ECONOMIC - The younger population are becoming more and more wealthy => spend more
money.
- China represent 55% of the Asia pacific menswear market value in 2014.
- Global economic environment contrasted and subject to geopolitical
tensions.
- Actors which are on the market for a very long time, very difficult to
reach a market in full maturity => very expensive.
- Chinese apparel market is tough and is likely to remain challenging in
2016 due to oversupply, a softer economy and fast changes in
consumer preferences. Menswear space is one of the worst
performing sub-segments
SOCIAL - Increase of men interest in Fashion
- Chinese consumer are attracted by French and Parisien brand because it
represent the cutting edge fashion.
- The young generation tend to seek brand that offers better design and quality,
they prefer products with affordable prices.
- Men in China care more about brand reputation and product quality that illustrate
their taste and social status, they prefer foreign brands with better design and cut
to indicate their personality.
- Distribution channels: 13% buy via social networks, 25% through mobile
applications, 40% through web platforms, and 45% through offline shops.
- Volatile customers: The Chinese represent approximatively 50% of
luxury buyers and the problem is that the Chinese consumer buys in the
most attractive country in terms of currencies and prices of products
leaving Hong Kong and Macao.
- Anti-brand Resistance Phenomenon: Wearing a counterfeit becomes a
militant act.
- China is a big country and therefore the collections must be adapted to
geographical areas (high demand or low demand by zone)
TECHNOLOGIC - E-commerce and M-commerce are at the forefront of technology in China.
- China’s tech industry is currently very successful as it is useful in order to reach a
wider audience.
- The success of Chinese online retail giants which dominate Chinese
online markets (Tmall, JD,…)
ECOLOGIC - High pollution of the environment => Awareness of the fact that
resources are now limited (air and water)
LEGAL
MarketingPESTEL

4.
The Chinese are attracted by ready-
to-wear French / Parisian brands =>
represents for them the quality and
products at the forefront of fashion.
Being able to buy online luxury
goods, is something logical.
For the Chinese consumer, the
argument of "HEALTH" is the first
quoted for the increase of expenses
(quoted by 75% of the Chinese
consumers as criterion justifying an
increase of expenses)
Consume abroad to avoid
counterfeits and have the lower
fees on their purchase. Also the
shops in China = Showcase of the
brand in Asia
He is constantly connected, he
inquires about the internet
before, during and after the
purchase, he’s a mobile first
Chinese from 18-35 years old
(275000) looking for quality and
authenticity. In addition, Quality/
price ratio and loyalty are the pillars
of the Chinese millennials preference
for Western brands.
MarketingCore Target

5.
BRAND ANALYSIS
We will now proceed to the analysis of the
brand, highlighting its strengths and
weaknesses that it can exploit in the market.

6.
Vision
AMI sees the world as a playground. The brand
establishes its own rules.
Mission
The brand wants to propose a ready to wear
collection with the best quality creativity report
price. She wants to be able to dress the
maximum number of people identifying with the
brand regardless of age, gender and social
position.
Ambition
Be the reference in terms of creativity quality
price.
Values
The brand wants to be the brand "for friends" ,
it could be a man or a woman.
« Today man is a woman like the others one »
"The AMI brand is the only player in the market to offer a
creativity-quality-price aspect to its targets"
MarketingBrand Platform & Positionnement

7.
MarketingAspects Multiculturels
Friendship
Positivism
Love
Happiness
Sincerety
Authenticity
Timelessness
Deliver a smart, comprehensive wardrobe of both casual and chic pieces

8.
MarketingAspects Multiculturels
More than a brand, AMI is a lifestyle.
Alexandre Mattiussi describe the brand as « a friend’s story ».
AMI won the ANDAM fashion award in 2013
Co-Branding is an integral part of the brand strategy;
Specificities
Leadership style
Management style
Often called the democratic leadership style, participative leadership values the input of team members and
peers, but the responsibility of making the final decision rests with the participative leader. Participative
leadership boosts employee morale because employees make contributions to the decision-making process.
This style meets challenges when companies need to make a decision in a short period.
A participative manager intentionally seeks employee input in the decision-making process.
This openness to input can make employees feel involved and part of the broader organizational goal.
Additionally, it supports the notion of teamwork by encouraging sharing of ideas, conflict-resolution and
collaboration in work groups. With participative management, the team influence is typically indirect. It is the
cultural tone established by the manager that impacts teams.

9.
Strenght Weaknesses
- Creator recognised : Alexandre Mattiusi, former stylist at Dior, Givenchy and
Marc Jacobs + ANDAM awards
- Increasing awareness in the world of fashion
- A commitment based on the authenticity and quality of its products.
- French and Parisian brand
- Exclusive and multichannel distribution (clean shops, network of partners, ..)
- The red cap as the brand's emblem (red: color of happiness in China)
- Investment of BPI France "
- "Young brand, founded in 2010 = Budget not as important as its competitors
already present on the market.
- Fixed costs and high costs
- Manufactured mainly in Portugal => high transport cost to China
Opportunities Threats
- The Chinese consumer is a connected and mobile client (1 billion mobile
users in China).
- High demand for high-end products in emerging countries such as China.
- The number of millionaire is increasing
- Parisian brand = image attractive to the Chinese consumer.
- The Menswear sector is healthy in China
- Preference for brands with a rich brand content as well as sharp design and
quality products.
- China represents more than half of the Asian Menswear market 55%
- Increasing trend in Casual wear, especially among younger generations.
- E-commerce: allows greater price transparency and affordability for
international brands in the Chinese market. (e-shop currency in $)
- "The AMI brand evolves in a contrasted global economic environment and
subject to geopolitical tensions.
- 80% of the global counterfeiting comes from China and consumers prefer to
consume luxury abroad = guarantee of quality.
- Volatile customers: The Chinese represent a little less than 50% of luxury
buyers and the problem is that the Chinese consumer buys in the most
attractive country in terms of currencies and prices of products leaving Hong
Kong and Macao.
- Anti-Marks Resistance Phenomenon: Wearing a counterfeit becomes a
militant act.
- High pollution of the environment and Chinese realize that resources are
now limited because of pollution
- Many competitors already on the market (competing brands, multi-brand
stores, e-commerce brand, etc.)
- Little known brand ; unknown to the Chinese public.
- Chinese apparel market is tough and is likely to remain challenging in 2016
due to oversupply, a softer economy and fast changes in consumer
preferences. Menswear space is one of the worst performing sub-segments "
Swot Analyse Marketing

10.
Product
- The brand offers a collection: Ready to wear, Accessories / Leather goods, Shoes.
- Typically Parisian product
- The brand has a wide and deep range. Product qualities (major stake of the mark). The collections include seasonal products as well as permanent
products present throughout the year.
- In addition to the Chinese market, we will develop a line of products more sportswear => Important market in China, sport is in the heart of the
country + Chinese want clothes in which they feel good.
- Pollution: Transforming the negative aspect of pollution into a positive aspect by creating products targeting the antipollution market (booming
market)
Price
At the level of prices / product segments:
- Ready to wear: 350 € => 1790 €
- Accessories / Leather Goods: 80 € => 520 €
- Shoes: 260 € => 450
Certainly the brand offers high priced products but is always in search of the best creativity quality price ratio which is one of the differentiating
characteristics of the brand. "
Promotion
- "AMI communication : on social networks (Facebook, Instagram and Twitter, Wechat, Weibo) and via its website.
- Purchase pages in press paper + Purchase digital press + communication campaign + Fashion week + showroom
- Press Office
- Newsletter, Keywords and referencing, Lead management Mobile, Brand content, Advertising Native Influencers Blogger (RP)
- Creation of an event with KOL (Asian ambassadors).
Place
- Distribution of the brand: own shop as well as multi-brand resellers => Europe, Asia, Middle East, North America and Oceania with more than 300
points of sale. AMI has internationalised its distribution network with opening New stores and new retailers + Transition to dollars on E-commerce
brand.
- The entire ready to wear collection and AMI offer is available in all its store in China. In China the brand is distributed in own shop and in multi-
brand boutiques.
Personal
- Managers in boutiques are trained in France and are deployed on the Chinese market as well as sales staff. We really want to transcribe the
Parisian atmosphere in our points of sale.
Process
- In retail: Use of Beacon technology; Will offer a unique buying experience tailored to each customer link to Wechat. We will use this new sell canal.
7P Analyse Marketing

11.
Objectives Strategy
Product Develop Notoriety and Sales on the chinese market
- Develop product which answer to an insight
(sportswear and pollution)
Price Price that fit the market
- Adapt AMI’s prices to the market, chinese policy
and positionning of the brand
Place Extend the brand territory and sales
Extend the distribution :
+5 Multibrandstores
+ 3 E-retailers
+1 store
People (STAFF) Keep parisian DNA of the brand
- Managers and staff are trained in France and are
deployed on the Chinese market
Process
offer a unique buying experience tailored to each
customer link to Wechat
Use of Beacon technology
Stratégie Marketing Marketing

12.
PRODUCT

13.
MarketingSegmentation, Offre, Innovation
Euromonitor international
« Chinese government is excepting to the expansion of the
sport industry shares in GDP to reach 3000 billions yuans
(450 billions $) in 2020 and 5000 billions yuans (745
billions $) in 2025 »
« Chinese fitness industry represent more than 19 billions $, soit
an increase of 89% since 2009. »
Vice PM of State Council of PRC
The Metrosexual is dead. Long live to the spornosexual.
78 billions $
0,7% GDP

14.
MarketingSegmentation, Offre, Innovation
In 2015, the market for antipollution masks was nearly
560 millions euros. Within 5 years, the market is
expected to reach 1.3 billion €.
One million death per years
Chinese government warns its people about air pollution
Between 75 000 and 180 000 demonstration per years
since 2010
This is an opportunity
Negative ==> Positive
Integrate fashion in health
Create clothing around pollution like masks
integrated into sweater or coat
Sanitize the air in shop with green areas

15.
MarketingSegmentation, Offre, Innovation
Based in Portugal
Expert in quality textiles.
Jogging, Short 100% coton
fabric 4,75€/m2; 1000m for 500 joggings;
0,18€/ minute of labour cost;
15 minutes de travail/jogging
25,5€ /jogging
12 750€ cost

16.
MarketingSegmentation, Offre, Innovation
Co-Branding with
Chinese company 4€/ mask for 1000
« the most advanced pollution mask yet … »
fabric 4,75€/m2; 500m for 1000 masks;
0,18€/ minute of labour cost;
12 minutes de travail/mask
6,16€ /mask
6 160€ cost
Limited Edition 1000

17.
COMMUNICATION

18.
MarketingSegmentation, Offre, Innovation
AMI AMI
300 millions MAU
70% are younger than 30 and come from big cities
1/2 is a men
60% follow at least a brand
Main source of information in the country
50% of total mobile traffic
Use Weibo to start building the brand awareness

19.
MarketingSegmentation, Offre, Innovation
850 millions MAU
2/3 are Male
50% spend between 30 min and 2 hours
1/3 use mobile payment
Create a service account for the brand and certifie it for 300 yuans (40 euros) to have access to
advanced functions like m-commerce integrated.
WELCOME TO OUR
STORE
Use WeChat to build in more depth and to connect.

20.
MarketingStratégie de marque/segmentation et lancement de produit
Non Media Communication
Press Release Social Media KOL
Website
haibao.cn (+1.2M registered members)
yoka.com (2M visits/month)
Han Huohuo’s weibo (+1M visits)
Peter Xu’s weibo (1.3M followers)
GQ.cn
Weibo
WeChat
Chen Kun 40, actor, chinese
Hu Ge 34, singer & actor, chinese
Kim Soo-hyun, 28, actor, korean
Lee Min-hu, 29, actor & model, korean
Han Huohuo, 32, blogger, chinese
Peter Xu, blogger, stylist, journalist, chinese

21.
MarketingStratégie de marque/segmentation et lancement de produit
Non Media Communication
Events
Fashion Week Fair In Store
Séoul March & October
Paris January & June
Rent a showroom during those
periods in order to increase the sales
East China Import and Export
Shanghai in March during 5 days
About 35 000 buyers, ,14 000 Chinese
Hong Kong and Shanghai (2019)
Chinese New Year
Shop Opening Shanghai (2019)

22.
MarketingPlan de communication Hors Media
January February March April May Juin
July August September NovemberOctober December
Social Media
SS Collection
Press Release
AW Collection Co-Branding
Event
Shop Opening (2019)
KOL
Co-Branding
Shop Opening (2019) Shop Opening (2019)
SS Collection
Social Media Weibo & WeChat
AW Collection
Chinese NY
Chinese NY (2018)
Chinese NY (2018)Seoul Fashion Week
Social Media Weibo & WeChat
Seoul Fashion Week
Shop Opening (2019)
Paris Fashion Week Paris Fashion Week
Paris Fashion Week
Paris Fashion Week
Paris Fashion Week
Paris Fashion Week

23.
Marketing
Year 3Year 2
Objective KPI’s
Generate engagement with our communication
100k Engagement on WeChat & Weibo
90k articles views
Generate a number of qualified visits (M25-40)
Bounce rate 30%
+40% visit after 1year; X2 after 2 years
Generate visibility in order to increase sales
Retail : +1% after 1 year and x2,5 after 3 years
E-Shop : +40% after 1 year and x3 after 3 years
Chinese New Year
Chinese New Year
Seoul Fashion Week x2
Seoul Fashion Week x2
Shop Opening ShanghaiParis Fashion Week x2
Paris Fashion Week x2
Plan de communication Hors Media

24.
Target Objectives Ressource
Communication
Action
Cost
Early
adopters
KOL
Make known the brand
Make love the brand
Talk about the brand
Press Release
Event in Shop
Fair & Fashion Week
Fashion Week 4 times in a
year (SS & AW at Paris &
Seoul)
2 Event in shop/ year
59400 €
Core Target
(M25-40)
Make known the brand
Make love the brand
Buy products from the brand
Presence on WeChat &
Weibo
Advertising, contest
Event in Shop
Presence during all the year
on social media
2 Event in shop/ year
52400 €
MarketingPlan de communication Hors Media

25.
DISTRIBUTION

26.
Considering the geographical position of Guangzhou and Shenzhen
and people‟s preference to
purchase in Hongkong and Macau or even abroad, because of price
and tax issues, we can neglect the low dispersion of luxury stores in
this two Cantonese cities.
Despite the current economic situation, consumers in tier-2 cities
show their strong capacity of
luxury consumption, with 54.6% saying that prices have little
impact on their purchasing decision
Distribution

27.
MarketingDistribution

28.
PROCESS

29.
Beacon is a transmission system at low energy consumption.
It allow you to have a better knowledge about your consumers and deliver them a bespoke experience.
Detect Recognize Analyze
Counting people who come in store
Counting by zone
Classification men and women
Classification per age group
Transformation rate
Attraction rate
Occupation rate
Heat map in store
Identify cold and hot zone in store
Waiting time at pay station
Waiting time in fitting room
Waiting timein store shelf
Calculation of the recency
Calculation of the frequency
Calculation of the traffic peaks
MarketingSegmentation, Offre, Innovation

30.
The client is next to the store
and receive a push
notification via We Chat.
Beacons are disposed
in store (with a range
of 200m) and detect
one of our clients.
The client open We Chat, his data is
analized. Those informations will
help the sales assistant to deliver a
beskope service.
Beacons can detect where is the client and offer
him a service connected to it.
Exemple :A client stop in front of a shirt, We Chat
send him a push notification offering him to watch
a video showing the shirt’s manufacture
Furthermore the client will be
able to pay by phone
MarketingSegmentation, Offre, Innovation

31.
FINANCE

32.
FinanceBusiness Plan, Excel et Gestion Comptabilité

33.
FinanceBusiness Plan, Excel et Gestion Comptabilité

34.
CRÉATIVITÉ

35.
CommunicationCréativité Stratégique & E-Réputation
巴黎男⼈人出版物

36.
CommunicationCréativité Stratégique & E-Réputation
MOODTAPE