1. The fashion world
Mena Marano
CEO Arav Fashion Group

2. FASHION IS
social and business factor
FASHION IS
constantly chanching influenced
What is FASHION?
*The fashion industry, has
registrated, globally, in
2014 an amount retail of
956 billion euros,
the 7%in Italy.
• Consumers behavior
• Globalization
• Innovation

3. The fashion product is divided into different categories :
1. COUTURE
Is a market niche by consolidate stylists used as creative laboratory.
2. PRÊT-À-PORTER
Was born in the ‘70 from the union between the fashion industry and haute couture.
3. DESIGNER
Is made of the primary stylists’ lines.
4. CONTEMPORARY
Is made of the second stylists’ lines
4. BRIDGE
Is made of midrange brands (such as Pinko, Silvian Heach, Lui Jo)
5. MASS MARKET
Is made of basic not differentiated enough products (such as Primark, H&M, Forever21).
Market Segmentation

4. Positioning
Market Segmentation
Low propention to consum
High propention to consum
Avantgarde TraditionalValentino
PRÊT-À-PORTER
Roberto Capucci
Stella McCartney
DESIGNER
Fausto Puglisi
CONTEMPORARY
Silvian Heach
BRIDGE
H&M
MASS MARKET
AVANTGARDE CHARACTERIZED
MODERN TRADITIONAL

5. Market segmentation
Avantgarde
AVANTGARDE
Is made of the first lines such as
Couture and Prêt-à-porter
(e.g Chanel, Valentino, Armani)
Is addressed to refined consumer
with an high purchasing power The Avantgarde
moves up innovative
models usage

6. Market segmentation
Modern
CHARACTERISED
Is the area where high stylists lines are collocated
(e.g Stella McCartney, Fausto Puglisi)
Is addressed to fashion conscious consumers

7. MODERN
Is the main segmentation developed. In this area we can
find the Bridge lines
(e.g Silvian Heach, Pinko, Lui Jo)
Is addressed to fashion and price conscious consumer
with mid purchasing power
Market segmentation
Characterised
Companies are very
careful at new
trends
Better attention to
the service offered
and the point of sale

8. Market segmentation
Traditional
TRADITIONAL
In this area we can find MASS MARKET lines
(e.g Primark, H&M, Forever21)
Is addressed to price/quality ratio consumer
With low purchasing power Companies are very
careful at new
trends

9. Strategic and organizational market orientation

10. 1. 2. 3.
4. 5.
Strategic market orientations
Aiming to your own brand/product
Creating new lines (segment or
style diversification).
e.g: SH by Silvian Heach
Diversifying by similar competitors
(diversification of the product).
Granting permits to different
fashion products
(eyewear, perfumery, etc...)
Buying other firms or brands to
attract new target and improve the
sales
New strategies:

11. Examples of horizontal diversification
BRAND WEARING LEATHER GOODS SHOES EYEWEAR PERFUME BEAUTY WATCHES JEWELRY
ARMANI
BRIONI
BULGARI
DOLCE
& GABBANA
TOD’S
GUCCI
PRADA
VERSACE
Strategic market orientations

12. ARMANI PRADA ARAV GROUP Inditex H&M
Emporio Armani Miu Miu Silvian Heach Zara Cos
Ea7 Church’s Sh Massimo Dutti
Armani Jeans Car shoe Pull and bear
Armani
Collezioni
Fondazione
Prada
Oysho
Armani
Exchange
Stradivarius
Armani Junior Uterque
Strategic market orientations
Examples of vertical diversification

13. Strategic Orientations
New rules and dynamic business
To define new business perspectives is important to analyze the basic trends
affecting fashion world in recent years
• THE CONSUMER:
More and more careful, selective, he needs a more personalised approach, a better customer service and
cometitive pricese prezzi più competitivi.
• THE PRODUCT:
More innovative, ad hoc for market niche (multiple outbounds, fashion colours , particular proposals).
• The service:
“customer service” just in time needed.
• THE DISTRIBUTION:
The shop has to be diversified and personalized in layout according to the consumer needs.
• THE MARKET:
The evolved world consumer is used to high quality and innovative products
• THE COMPETITORS:
Are more harde, expecially in mid-range market
• THE NEW MARKETS:
Arabic, Indian, South-American and Ansian markets are coming up
• THE COMMUNICATION:
In recent years new communication techniques have developed such as Facebook and other social medias

14. Strategic orientation
Main points of new strategies
• Increasing of new products’ proposals and faster processes to lounch these products,
the best example are the flashes for planned collections and «compressed supply
chain » by following «Zara model»
• The strenghtening of the so-called Brand Identity.
The revival of ancient brands
• New distribution channels, first of all the e-commerce
• Found racing to face the market crisis / Equity
• Focused adquisition related to your own brand portfolio
• So, more than Brand, what is important for either the trade and the consumer are:
quickness, innovation, efficiency and service of the company system.

15. Strategic Tendencies
New Protagonists
The market is waiting for new protagonists either in luxury
segment or in the lower ones.
Companies that have already analyzed the strategic and
organizational changes finding the correct solutions, will carve
out an important place in this evolving market, despite the crisis
in the real market.
An important component is reserved to the opportunities coming
from E-COMMERCE whose portals became brands. An example is given
from ASOS website
that offers also a
products line
labelled Asos

16. Conclusions
Reality requests that any business and fashion part to analyze
requires a targeted strategy and an organizational structure; the
success of a business system is linked not so much to excellence
in one or two components, but rather the degree of consistency
between all variables:
• Mission
• Company Capitalization
• Organizational Structure
• Managment System
• Skills
• Shared moral values

17. Arav Group

18. History Group
45 Years 48 Years
PRESENCE IN 40 COUNTRIES
2500 WHOLESALE CLIENTS
60 MONOBRANDS
retail stores in Italy and abroad
65 IN-STORE CORNERS
(Coin, La Rinascente, and El Corte Ingles)
3 TRAVEL FLAGSHIPSTORE
(Milano Linate, Milano Malpensa e Napoli Capodichino)
E-COMMERCE
activated in all CEE Countries
MISSION AND VALUE
• PASSION FOR FASHION
• DETERMINATION
• TEAMWORK
• INNOVATION
• CONSISTENCY

19. 2002:
The company was founded
by Mena Marano and
Giuseppe Ammaturo: the
brand Silvian Heach,
specialized in Woman
Fashion Apparel, comes to
life.
TURNOVER 1,3 MLN
2012:
A new cooperation with the
english brand Aston Martin
starts.
TURNOVER 55 MLN
EMPLOYEES 205
2013:
Launch of Silvian Heach
Eyewear collection.
Entry into society of the
Private Equity
Vertis SGR financial Fund.
TURNOVER 70 MLN
2015:
SH launch, entry level brand
for MASS MARKET.
TURNOVER 73 MLN
EMPLOYEES 215
2008:
With the new Label
Silvian Heach Kids the
Group increases its own
offer joining the Kids Wear
Business
TURNOVER 27,3 MLN
Company Evolution

20. Posizionamento prospettico
SILVIAN HEACH SILVIAN HEACH EYEWEAR SH SILVIAN HEACH KIDS ASTON MARTIN
STRATEGY FASHION GLAMOUR BRAND AWARNESS TEEN DIGITAL ADDICTED DAILY WEAR KIDS ITALIAN BRITISH
TARGET 25/45 20/40 14/25 0/16 0/16
PRICE 60 € 100 € 30 € 45 € 65 €
DISTRIBUTION Whl –Rtl Travel- Dep
Store – Ecommerce
Whl Rtl –Ecommerce Whl – Rtl – Dep Store –
Ecommerce
Whl- Dep Store
CLIENTS 965 514 603 870 160
STORES 30 30
PURCHASES 50% Far East – 50% Euro 100% Italy 45 % Bangladesh – 15%
Asia – 40% Euro
50 % Far East – 50%
Euro
50 % Far East – 50%
Euro
MARKETING Tv – Press – Digital Press – Digital Digital Tv – Press – Digital Press – Digital
COLLECTIONS 80% Planned
(2 Collections per
season) – 20% Flash ( 1
Collection per season)
Planned
( 1 Collection per season)
40% Planned – 60%
Flash (with a 6 weeks
step)
Planned
( 1 Collection per season)
Planned
( 1 Collection per season)

21. Strategy & Development
• MARKETING
• RETAIL CHANNEL STRENGTHENING
• E-COMMERCE
• INTERNATIONALIZATION

22. Marketing strategy
ADV CAMPAIGN EVENT
BLOGGER
BEST
PHOTOGRAPHER
TERRY RICHARDSON
DAVID BURTON
GIAMPAOLO SGURA

23. Marketing strategy
CAPSULE
COLLECTION
SOCIAL MEDIA
PR OFFICEOUTDOOR ADV
OUTDOOR ADV VENEZIA

24. FRANCHISING
BRATISLAVA - AUPARK MALL
ANKARA - NEXT LEVEL MALL
CHANGSHA - INTERNATIONAL MALL
KIEV - OCEAN PLAZA MALL
MOSCA - AVIA PARK MALL
NEXT OPENING
DOHA - QATAR MALL 16th October
MOSCA - AVENUE MALL 16th October
KOSICE - TBC
VLADIVOSTOCK - SEDANKA CITY MALL 16th Octob.
MINSK - GALLERIA MALL 17th February
KIEV - GALLERIA MALL 16th January
GUANGZHOU - GT LAND PLAZA
SANYA - HK 16° January
TZUM - TZUM VORONETZ
DEMSA - GALERIYA LAFAYETTE ISTAMBUL BRATISLAVA
MILAN
Retail Channel

25. Online
E-COMMERCE
300.000
Monthly Accesses
NEW E-COMMERCE
2015
+ 100 %

26. • Bread&butters BERLIN
• Who’s Next PARIS
• Pure LONDON Modefabriek AMSTERDAM
• Micam Mipel MILAN
• Mido MILAN
• Supreme Panorama
• Momad Madrid
• Pitti FIRENZE
TRADE FAIR
Internationalization

27. E-COMMERCE STRATEGY
MYNTRA
AMAZON
LA REDOUTE
ASOS
YOOX
SHOWROOM PRIVE
ZALANDO
VENTE PRIVEE
Internationalization

28. MASTER LUXURY BUSINESS & MANAGEMENT
Internationalization
- NEW MARKET SHARE ACHIEVMENT
- PRESENCE IN NEW TERRITORIES OUTSIDE COUNTRY OF ORIGIN
- RESEARCH OF NEW MARKET NICHE
- INTERACTION BETWEEN COMPANY AND UNIVERSITY
The term "internationalization" means the plan of activities through which a company invests, joining foreign markets with a precise aim: achieve
new market share, with a presence in new territories outside the country of origin. Research of new market niches, it’s important for every
company growth and universities as well, whose update, exchange and interaction represents important requirements.

29. Internationalization
LONG AND SHORT TERMS TARGETS
INTERACTION BETWEEN COMPANY AND UNIVERSITY :
• KNOW HOW EXCHANGE AND GROWTH
Succeed in achieving relevants markets shares, means to increase the level of experties of all the employees, and to elevate the competitivity of a
company , and to improve the know-how and the joining of intersting markets.
Obviously, companies that decide to control directly the foreing markets, have long and short terms targets, and develop a strong know-how.
Besides this dynamism within companies, crucial is an academic background, characterized by scientific rigor, quality of universities and also the
proximity to a teaching staff, itself characterized by an entrepreneurial attitude, which is expressed in the constant renewal of the existing programs and
research in all fields of knowledge.

30. Internationalization
INTERNATIONAL FASHION COURSE
It would be interesting to realize a two-handed university course with the Company Silvian Heach from one side, and the Univeristy
form the other and I think this could be a strong openness signal towards contemporary . A concrete answear for the so many
businessmans and youngs interested in developing managerial skills and innovation and promotion of human resources.
This is an invitation to build up together an International Fashion course to support strategies and internationalization activities.

31. THANKS!