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Caro Cuore has been a quality and design synonym in underwear since 1979. Is the attitude that defines who is seeking

. Caro Cuore has been a quality and design synonym in underwear since 1979. Is the attitude that defines who is seeking to look and feel good every time.. A Brand. A Style. A Concept. . Product Line . . Caro Cuore:Female underwear Caro Cuore Biancheria:Female Lingerie Caro Cuore Calze e Collants:Stockings, Pantyhose Caro Cuore Pianella:Slippers Caro Cuore Sport:Female sports clothing CaroUomo:Male underwear Minicuore: Girls underwear.

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Caro Cuore has been a quality and design synonym in underwear since 1979. Is the attitude that defines who is seeking

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    6. Competition European and local high quality and prestigious brands. High income segments brands. Brands that have exclusive stores at the most outstanding places in the main cities. Brands with presence in Departament Stores of high incomes. ( Neiman-Marcus, Barneys , Bloomingdales, Nordstron, Saks Fifth Avenue) Brands with high presence in specialty stores.

    8. Competition: a high fragmented market

    12. Characteristics of our target customers Teenagers (15-19) : dominate media- create tendencies Young Ladies (20-35): dominate expenditures Women over 35: dominate life status They favor the European image, which is high design and distinction synonym. Most of them (55%) never drop top brands, even though they buy less often. There is always a chance for premium brands.

    13. Our target customers Perceptions to achieve Sophisticated and comfortable style Quality and price according to the segment (ABC1) Prestiege, life status, sense of ownership High differentiation

    15. Entry strategy in USA Repeat the strategy used in Argentina Considering the concept: Global Vision - Local Touch (USA) NEVER be chosen by PRICE Always by DIFFERENTIATION

    16. USA Market Entry Strategic Goal Position our brand as Top of Mind within three years in the High Income (ABC1) segment of the most important cities. New York - Los Angeles - Las Vegas - Chicago - Miami - San Francisco Business Definition Simultaneous entry through three sales channels: Exclusive Stores, Department Stores, Specialty Stores (multimarks). With a local structure and subcontructing services. Communication and Advertising It will be handled by Hill & Knowlton, engaging in : press, public relations, events, gifts to opinion leaders, promotions, direct marketing, and unconventional advertising.

    23. Exclusive Stores Architecture Stores are designed by Caro Cuore architects, no charges. Every store has to keep the same style worldwide. Remodeling charges are the licensee duties. Architects will collaborate in the remodeling, designing on the existing elements, to keep costs as low as possible.

    25. Exclusive Store Image

    27. Estimated lease for an exclusive store Rent should be between 8% and 12% of the monthly average sales. It is recommended to negotiate a monthly fixed rent representing a minimun sales volume, and a variable over that amount. Caro Cuore can give advise, if the licensee is interested, in the lease negotiation. Sales volume is directly affected by the location and exposition of the space to be rented .

    29. Merchandise Supply Licensee buys directly from an exclusive distributor in USA to reduce time in the supply and importing paperwork. Price from the distributor has a 120% discount over the consumer price. Caro Cuore gives advise about what product to buy and stock levels recommended for each occation. Rotation of products is favored by a remnants policy. At the time of opening, the store should have 2 months of sales in stock.

    31. Numbers Summary

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