Piergiorgio Dal SantoPresident

PGDS Consulting (Milan)

7th Istanbul Fashion Conference8 May 2014

Learning from Luxury

Fashion Brand Benchmarks

Steps towards being a Brand

Local vs. Global Brands

What Makes Luxury Brands Different?

Prestige Brand Strategies

Developing Brand Equity

Key Luxury Business Trends

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

Prestige Brand Strategies

Balancing image and businessConsumer relationship (brand, experience)Refreshing the Dream Factor (desire)Reaching new customersDeveloping new productsRemaining true to their DNA

Developing Brand Equity

No luxury without the Brand

Identity

Coherence

Defend rights

Communicate frequently

+ 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

…”continually adapt new products to meet changing demands, new concepts have to be invented to sustain the growth of the Brand…”

Giorgio Armani, 2006

Go Beyond Consumer ExpectationsIntegrate new, emerging needsContinue extending the lineAdapt to own existing consumers

PersonalisationSophistication

Low-cost, private labelsSaturated marketsEmpowered clients

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PRADA – Galleria Vittorio Emanuele (Milan)

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PRADA – Galleria Vittorio Emanuele (Milan)

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PRADA – Galleria Vittorio Emanuele (Milan)

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Early founding acts (Past)

The first best-selling Product

Distribution channel

Positioning

Advertising

Events

CEO

Developing a Mission, Values

The Brand Promise

The Flagship Product

Brand Identity vs. Image

Growing the Brand

Influencing consumers

Developing a Mission, Values

Corporate, long-term vision

Territory, city, region

Morals, ethics, beliefs

Certain know-how

Symbol, logo, color, shape

The Brand Platform

The Brand Promise

Points of contact

Staying true to the message

Developing trust, balancing risk

External signs

Discover inner qualities of a product

The Flagship Product

Guiding value

Meaning

Purpose

Respect brand contract

Brand Identity vs. Image

Touch points

Message, tone, atmospheres

Media strategy

Revitalisation

Growing the Brand

Phases of growth

Markets

Licensing

Extension

Co-branding

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)

Enter categories consistent with Brand Equity

Partner consistent with my Long-Term strategy

Able to communicate my DNA in new channels

Celebrate 20 years

Invest in “true luxury”

Exploit potential of the segment

DNA, arts, Italy, lifestyle

Sophisticated flavor, references to elegance

Influencing consumers, clients

Power to trigger emotions

Go-to-market strategies

Local culture

Regional marketing materials

Customize retail assortment

Tiered approach vs. mature tastes

Since 2008 PGDS Consulting (Milan) is a boutique agency providing strategic advise to international brands on business development activities, with a focus on the China and India luxury and fashion markets.

Piergiorgio is also Chief Researcher and Educator for the Fortune Character Institute (Beijing) and Co-Secretary of the Luxury in China Summit (Shanghai, 17 October), which presents the annual High Net Worth Individual consumer research called the China Luxury Report.

He is Visiting professor in Luxury Brand Management and Fashion Marketing at Fondazione CUOA, University of Padua, IUM Montecarlo and Shanghai Jiao Tong University.

THANK YOU !

Piergiorgio Dal SantoPresident

PGDS CONSULTINGVia Rugabella 1

20122 Milano ITALYE: pgdalsanto@gmail.com

W: www.pgdalsanto.blogspot.com