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How to be a Brand

How to be a Brand. Piergiorgio Dal Santo President PGDS Consulting (Milan) 7 th Istanbul Fashion Conference 8 May 2014. Branding. High Brand Management. Agenda. Learning from Luxury Fashion Brand Benchmarks Steps towards being a Brand Local vs. Global Brands. Learning from Luxury.

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How to be a Brand

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  1. How to be a Brand Piergiorgio Dal Santo President PGDS Consulting (Milan) 7th Istanbul Fashion Conference 8 May 2014

  2. Branding

  3. High Brand Management

  4. Agenda • Learning from Luxury • Fashion Brand Benchmarks • Steps towards being a Brand • Local vs. Global Brands

  5. Learning from Luxury • What Makes Luxury Brands Different? • Prestige Brand Strategies • Developing Brand Equity • Key Luxury Business Trends

  6. Learning from Luxury • 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

  7. Fashion Brand Benchmarks - Hermès

  8. Retail

  9. Retail

  10. Experience, Arts, CultureMaison de Verre- Tokyo

  11. Omnichannel Experience

  12. Learning from Luxury • 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. Learning from Luxury • Developing Brand Equity • No luxury without the Brand • Identity • Coherence • Defend rights • Communicate frequently

  14. Key Luxury Business Trends + 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

  15. Fashion Brand Benchmarks (RTW)

  16. Enter the Luxury Dream

  17. Sustaining a Brand Long-Term …”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. Sustaining a Brand Long-Term • 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

  19. Fashion Brand Benchmarks - Armani

  20. Advertising

  21. Coherence

  22. Events

  23. Armani Hotels & Resorts

  24. Corporate Social Responsibility

  25. Fashion Brand Benchmarks - Prada

  26. Retail • PRADA – Galleria Vittorio Emanuele (Milan)

  27. Retail • PRADA – Galleria Vittorio Emanuele (Milan)

  28. Retail • PRADA – Galleria Vittorio Emanuele (Milan)

  29. Epicenters

  30. Product

  31. Events

  32. Sports Sponsorships

  33. Building a Brand Takes Time • Early founding acts (Past) • The first best-selling Product • Distribution channel • Positioning • Advertising • Events • CEO

  34. Salvatore Ferragamo

  35. Steps towards being a Brand • Developing a Mission, Values • The Brand Promise • The Flagship Product • Brand Identity vs. Image • Growing the Brand • Influencing consumers

  36. Steps towards being a Brand • Developing a Mission, Values • Corporate, long-term vision • Territory, city, region • Morals, ethics, beliefs • Certain know-how • Symbol, logo, color, shape • The Brand Platform

  37. Steps towards being a Brand • The Brand Promise • Points of contact • Staying true to the message • Developing trust, balancing risk • External signs • Discover inner qualities of a product

  38. Steps towards being a Brand • The Flagship Product • Guiding value • Meaning • Purpose • Respect brand contract

  39. Steps towards being a Brand • Brand Identity vs. Image • Touch points • Message, tone, atmospheres • Media strategy • Revitalisation

  40. Steps towards being a Brand • Growing the Brand • Phases of growth • Markets • Licensing • Extension • Co-branding

  41. Zegna

  42. Zegna – Licensing, Partnerships

  43. Zegna– Strategy • 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)

  44. Zegna– Strategy • Enter categories consistent with Brand Equity • Partner consistent with my Long-Term strategy • Able to communicate my DNA in new channels

  45. Zegna – Strategy (China) • Celebrate 20 years • Invest in “true luxury” • Exploit potential of the segment • DNA, arts, Italy, lifestyle • Sophisticated flavor, references to elegance

  46. Zegna – Mobile Phone, WatchLimited Editions (China)

  47. Zegna – Maserati, Sport

  48. Steps towards being a Brand • Influencing consumers, clients • Power to trigger emotions

  49. Candiani

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