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Mexx : an image Provinciehuis Antwerp Feb 19th Yan Aerts PowerPoint Presentation
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Mexx : an image Provinciehuis Antwerp Feb 19th Yan Aerts

Mexx : an image Provinciehuis Antwerp Feb 19th Yan Aerts

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Mexx : an image Provinciehuis Antwerp Feb 19th Yan Aerts

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  1. Mexx : an image Provinciehuis Antwerp Feb 19th Yan Aerts

  2. Mexx : a global brand • Mission statement • Mexx a global brand • Mexx brand identity • The Product • Wholesale • Retail • Home Shopping • PR activities

  3. Mission statement ‘Global brand marketing via controlled multi-distribution channels supported by shop performance and Achieve brand leadership in our core markets providing long term premium returns to shareholders’

  4. Mexx: a global brand Mexx is a successful global formula... • Global lifestyle identity • Global brand awareness • Global marketing communication • Globally expanding at rapid pace

  5. Mexx: a global brand … across product lines. Mexx Owned Products Mexx Licensed Products Women Men Youth : Junior / Kids /MiniMexx Baby Mexx XX by Mexx Mexx Sport Mexx Bags Shoes Fragrance Eyes Time Jewels Bed & Bath Socks Body / Beach Mini Mexx Home

  6. Mexx has global presence Benelux Germanic East Europe U.K. / Ireland Far East The Netherlands Belgium Luxembourg Germany Switzerland Austria Croatia Czech Republic Hungary Lithuania Poland Russia Slovenia Ukraine England Scotland Northern Ireland Eire/ Ireland Wales Hong Kong Taiwan North America Nordic South Europe Middle Near East Canada Denmark Sweden Norway Finland Iceland France Spain Greece Bahrain Cyprus Egypt Jordan Kuwait Lebanon Malta Oman Qatar Saudi Arabia United Arab Emirates

  7. Mexx has established solid partnerships with leading retailers Belgium Canada Denmark Finland France Germany Innovation The Bay Illum Magasin du Nord Salling Aleksi 13 Stockmann Galeries Lafayette Printemps Samaritaine KaDeWe Karstadt Kaufhof Wohrl The Netherlands Pan Europe Saudi-Arabia Spain Sweden Switzerland UAE UK De Bijenkorf V&D Intersport Al Rumaih El Corte Ingles NK Globus Manor Jashanmal Allders John Lewis Partnership House of Frasier

  8. History and development Key milestones 1980 1986 1991 1995 1996 1997 1998 1999 2000 2001 2002 Founded by Rattan Chadha Launch of MEXX (M+E+XX) Investment by CVC Restructuring of Mexx Group Introduction of licensed products, including Fragrance, Shoes and Time Introduction of Baby Mexx, Mexx Sport, and XX by Mexx Flagship stores opened in Antwerp and Berlin Flagship stores opened in Utrecht, Cologne, Hamburg and London Flagship stores opened in Copenhagen, Stockholm and London (2x) Launch of Mexx Direct. Acquisition by Liz Claiborne Inc. House of Mexx store opened in Berlin and Maastricht

  9. ‘A marriage made in heaven’

  10. Liz Claiborne Inc (LCI)…key facts of 2002: • 29 brands • Net sales - US$ 3.1 Billion • Volume - 225 million units • Over 9000 employees worldwide • Approx. 80% of employees are female • Approx. 22,000 points of sale worldwide • 97% awareness of Liz Claiborne brand in US • every 5 seconds, a product created by LCI is bought in US

  11. A multi-brand portfolio • Most consumer groups are targeted regardless of age, gender, size, sense of style, shopping and value preferences • Owned and licensed brands offer products for multi-user markets from office to home to beach • Products address classic and contemporary attitudes • Market-right apparel, accessories, jewellery, bags, shoes, fragrances for women and men

  12. Mexx company structure Mexx Corporate Centre • Business Planning • Corporate Affairs • Design • Finance/Accounting • Homeshopping Mgt. • Licensing Mgt • Retail Mgt. & Buying • Strategic Marketing • Supply Chain Mgt. • Wholesale Mgt. Mexx Regional Sales Centres Mexx Production Centres Europroduction (Voorschoten NL) Far East Production (Hong Kong) India (india) • Benelux Region (Utrecht) • Netherlands • Belgium • Germanic Region (Dusseldorf) • Germany • Switzerland • Austria • Nordic Region (Stockholm) • Denmark • Finland • Norway • Sweden • South Europe Region (Paris) • France • Spain • East Europe Region (Budapest) • Hungary • Poland • Russia • Croatia • UK / Ireland (London) • United Kingdom • Ireland • Middle East (Dubai) • UAE • Saudi Arabia • Others • Canada (Montreal) • Canada • Asia Pacific Region (Hong Kong) • Hong Kong • China • Taiwan

  13. Mexx management structure C.E.O. Corporate, Legal & H.R. Brand Design & Marketing Wholesale Sales Sourcing & Logistics Retail Finance Sales & Distribution Management Concept & Inventory Management Planning & Control Management Brand Management Supply Management Sales & Marketing Companies

  14. Mexx corporate center Voorschoten • Corporate center • Design center • Fabric research and design • Euro-production • Architecture and in-store design • Creative services

  15. Mexx brand identity

  16. Mexx brand positioning Positioned in the mid-priced, contemporary market segment, targeted at the modern urban consumer Price Gucci Prada Versace Armani Calvin Klein DKNY Boss Ralph Lauren Gant Burberrys Max Mara High Joseph Morgan Kookai Mexx Esprit Next Banana Republic Benetton Masimo Dutti (Zara) Tommy Hilfiger Nautica GAP Medium Low Miss Selfridge Hennes & Mauritz Zara M & S C & A Lifestyle Innovators Contemporary Classic

  17. Mexx brand equity As a global brand marketing company, Mexx is committed to building strong brand equity - measured by brand awareness, sympathy and possession - in all of its markets by: • Distinctive, impactful and seasonal “kiss” advertising campaigns • Intensive, dominant and consistent media planning • Extensive below-the-line and POS activities • Continuous consumer and trade PR initiatives

  18. The Mexx brand identity The key characteristics of the Mexx brand: Non-conformist Sympathetic Inspiring Fun Optimistic Theme: Inspiring Individuals… Spring 2000

  19. Campaign history Fall 1997 Spring 1998 Fall 1998 Spring 1999 Fall 1999 Spring 2000 Fall 2000 Spring 2001 Fall 2001 Spring 2002 Real People, Real Clothing Role Models, rather than Fashion Models Inspiring Individuals What inspires you? Inspired by a kiss

  20. The Product

  21. The product Mexx Women Mexx Men Contemporary, co-ordinated affordable collections for a multitude of user moments by fashion-conscious, urban- oriented, active A/B/C1 women and men worldwide Mexx Kids/Junior Baby Mexx / Mini Mexx Mexx Sport XX by Mexx Mexx Bags Mexx Licensed Products

  22. Mexx product lines Mexx sales 2001 Other1 5% Mexx Women 45% Mexx Men 19% Baby/Mini Mexx 10% Mexx Sport 4% XX by Mexx 6% Mexx Kids/Junior 11% (1) Net licensing fees and sales to third party distributor in Canada

  23. Mexx Women The modern Mexx Women • 20 - 40 years • Urban attitude • Contemporary Mentality • Social, confident and open-minded • Optimistic but realistic • Aware of fashion, likes shopping • Enjoys travelling

  24. Mexx Men The modern Mexx Man • 20 - 40 years • Urban attitude • Contemporary Mentality • Social, confident and open-minded • Optimistic but realistic • Aware of fashion, likes shopping • Enjoys travelling

  25. Mexx Youth • 0 - 14 years • Sporty • Optimistic • Aware of fashion • Cool but concerned • Naughty and daring • Smart • Original • Conscious of quality

  26. Mexx Junior 8 - 14 years

  27. Mexx Kids 3 - 7 years

  28. Mini Mexx 3 months - 2 years

  29. Baby Mexx 0 months - 6 months

  30. XX by Mexx

  31. Mexx Sport The Mexx Sport Woman • Aged 20 - 40 years • Interested in sports on a performance level • Balance of body and mind • Aware of fashion • Active lifestyle

  32. Mexx Never-Out-Of-Style collections Mexx Never-Out-Of-Style collections (NOOS) • Styles which have timeless and broad consumer appeal • Styles which are proven best-selling consumer products • Styles which have an exceptional price/value relationship

  33. Licensed products & accessories

  34. Wholesale

  35. Mexx service areas and regional sales offices Benelux Germanic Nordic South Central Sales others Holland Belgium Luxembourg Germany Austria Switzerland Finland Norway Sweden Denmark Iceland France United Arabian Emirates Kingdom of Saudi Arabia Russia Croatia Hungary Slovenia Kuwait Lithaunia Ukraine Jordan Malta Lebanon Guatamala Bahrein Czechia Oman Qatar South Africa Turkey Ireland Canada MAP

  36. Mexx Showroom – The Netherlands Sales to customers are made through a network of 70 dedicated Showrooms

  37. Mexx concept area Celle, Germany – XX by Mexx

  38. Mexx Shop-in-Store Oslo Glasmagasinet, Norway

  39. Mexx high street franchise store Moscow Arbat, Russia

  40. Retail

  41. house of Mexx, Berlin / Germany

  42. Antwerp / Belgium

  43. Wijnegem / Belgium (Kids store)

  44. Visual merchandising • Visual merchandising techniques • Group and present the collections • Carry visual messages to the shopfloor • Visual merchandise manuals • Catalogues • Promotion material & props

  45. Visual merchandising guidelines & training The Mexx visual merchandising vision is based on the following criterion: • Organised environment • Clear stories - co-ordinated or category presentation • Easy-to-understand • Comprehensive at a glance • Visual excitement through display and graphics Intensive training program to the shop managers and in-store visual merchandisers on the following: • Organise shop layouts & collections • Use promo materials • Displays accessories • Display windows and mannequins • Organise sales and product promotions

  46. Home Shopping

  47. Home Shopping In 2000, Mexx entered into a joint venture with Otto Versand which is the leading mail order company worldwide and B2C E-commerce company in Europe. In 2001, Mexx Direct GmbH was established and 2 initiatives are being test-marketed in Germany:

  48. Mexx Direct - E-shop

  49. Mexx Direct - catalogue