Madelynne
Nagel
Britne e
Hopkins
Tayja
Stri ckl and
Tyler
D ’ascenz o
TABLE OF CONTENTS
01 02 03 04 05
BACKROUND PRODUCTS
MARKETING SALES
PROMOTION
07 08 09 10 11
MARKET SIZE MARKET SEGMENTATION
COMPETITOR ANALYSIS TRENDS
SWOT ANALYSIS
TABLE OF CONTENTS
12 14 15
BUYING PLAN ASSORMENT PLAN
WORK CITED
PA R T O N E
I N T E R N A L C O M PA N Y V I E W
FENDI FENDI FENDI FENDI FENDI FENDI FENDI FENDI FENDI
FENDI FENDI FENDI FENDI FENDI FENDI FENDI FENDI FENDI
CREATIVE DIRECTORS Karl Lagerfeld - Women’s, RTW Silvia Venturini Fendi Men’s, Accessories
CHAIRMAN & CEO Pietro Beccari
OWNERSHIP LVMH
FENDI FENDI FENDI FENDI FENDI FENDI FENDI FENDI FENDI
BRAND TIMELINE 1925
Founded in Rome by Adele and Edoardo
1980s
1965
Karl Lagerfeld appointed artistic director; Double F logo
1946
Sisters Paola, Anna, Franca, Carla and Alda join Fendi
Launch of men & women accessories
1977
Launched first ready-to-wear line
1994
Silvia Venturini Fendi appointed men’s and accessories
1997
The baguette bag became the “it” accessory
2001
Fendi purchased by LVMH
2005
2015
Moved headquarters to Rome
Opening of Fendi Palace in Rome in honor of 80th anniversary
2015-6
Restoration of Trevi Fountain in Rome in honor of 90th anniversary
W H AT D O E S FENDI BELIEVE? Keeping the family tradition consistent since founding, providing innovative craftsmanship, and providing high-quality fur and leather goods
SIZE & SCOPE ◆ LOCATIONS:
197 stores worldwide 32 flagship stores worldwide 19 US boutiques
◆ Estimated 1,010 Employees ◆ Wide range of product categories, from childrenswear to home
◆ Multi-market company owning Fendi hotels, restaurants withins stores, and VIP client apartments
◆ LVMH reported major growth in Menswear and RTW in recent years
PRODUCTS
WATCHES . MAN . KIDS . WATCHES . SHOES . ACCESSORIES . BAGS . HOME
PEEKABOO
◆ Large Peekaboo, Regular Peekaboo, Mini Peekaboo and Micro Peekaboo
BAGUETTE
◆ Invented in 1997 by Sylvia ◆ This petite shoulder bag nestles under the arm as easily as the long, crusty French loaf from which it borrows its name
◆
One thousand materials and nearly unlimited color combinations
◆ The most expensive Peekaboo is the Fendi Gems Mini Peekaboo in
◆ Coffee table book
white croco, white gold, diamonds, rubies and amethysts
◆ 100,000 were sold in the first year
◆ Debuted in 2009
◆ 700 styles ◆ Featured in Sexand the City x3
the BAG BUG ◆ The Fendi Monster explosion started off as fluffy keychains dangling on Fendi’s signature handbags during their Fall/Winter 2013 runway presentation
◆ Karl Lagerfeld created his own Fendi Monster, Karlito ◆ The Monsters are made from a decadent mix of fox and mink fur, a leather strap and a silver keyring
◆ The Fendi Autumn/Winter 2013 collection was dedicated to the keychain
PRICING ◆ Prestige pricing ◆ Nothing ends in .99 or odd number, all rounded ◆ Example of pricing; $650, $990, $380 Women RTW.......$270-6,500 Men RTW............$420-7,800 Kids......................$150-750 Watches...............$775-8,000 Shoes....................$120-1,590 Accessories..........$120-2,690 Bags......................$1,190-6,000
SALES VOLUME ◆ The luxury goods market made 91,623 million this year and is expected to see 2.4% growth by 2019.
◆ LVMH Group which is the parent company of
Fendi was the second leading company among competitor PVH.
◆ LVMH notes that it has made $8,594 million in the first have of the year.
◆ Fendi’s annunal sales are an estimated amount of $2.2 billion.
REVENUE STREAMS ◆ LVMH recorded revenue of €21.8 billion in the first half of 2018, an increase of 10% from previous year
◆ Out of the luxury market, LVMH controls 11.1 % revenue shares
◆ 1999, valued at $950M ◆ Fendi 2017 annual sales: $793M, 2016: $589.6M ◆ Fendi Home: $88 million ◆ In 2017, revenues for RTW and Men’s fashion increased
SALES CHANNELS BUYING CHANNELS: 1. Direct-to-customer Boutiques Website 2. Wholesale/Department Saks, Neiman Marcus, Bloomingdales, Barneys, Nordstrom, Farfetch, Net-A-Porter
WEBSITE
SOCIAL MEDIA
#MeandmyPeekaboo
F / W 2 0 1 8 C A M PA I G N
PA S T C A M PA I G N S
PROMOTIONS ◆ myFENDI app & My Baguette app ◆ Online website ◆ Mailing list/newsletters ◆ Sell a lifestyle (suites, cars, etc) ◆ Restoration of the Trevi Fountain ◆ Made to order ◆ Fendi Private Suites & Zuma Rome ◆ Open-Air Market at Selfridges Corner Shop ◆ Bag Bug Invasion ◆ Costuming for films (ex: The Grand Budapest Hotel)
M A R K E T I N G S T R AT E G Y Incrementalism - instituting incremental changes in marketing and products slowly
◆ Return to sophistication
◆ Reflection of lifestyle and experience ◆ Smaller company size ◆ Move to Rome ◆ Product cleanse ◆ 3 year strategy plan
CURRENT MARKET FOCUS Digital/Social media focus ◆ Digital expansion in China Innovative marketing tactics ◆ Interactive games ◆ Runway shows ◆ Models ◆ Virtual Reality
PA R T T W O
E T E R N A L E X A M I N AT I O N
MARKET SIZE Market Share Luxury Leather Goods 15%
Luxury Fashion 29%
Luxury Watches 27%
Luxury Eyewear 6% Prestige Cosmetics 23%
The Luxury Fashion Market accounts for 29% of the Luxury Goods Market. The Luxury Market realized a total revenue of $301 billion this year.
Luxury Fashion
Luxury Eyewear
Prestige Cosmetics
Luxury Watches
Luxury Leather Goods
MARKET SIZE Luxury Fashion Revenue
$95,000,000,00 0.00
$97,000,000,00 0.00
$92,000,000,00 0.00 $88,000,000,00 0.00 2017
2018
2019
2020
◆ The luxury fashion industry’s revenue summed up to $92 billion this year. ◆ Luxury fashion industry is estimated to increase by 5.43% within the next 2 years.
HANDBAG MARKET S E G M E N TAT I O N TYPE Canvas, leatherette, corium and others
APPLICATION Women & Men
GEOGRAPHY North America, South America, Europe, Asia Pacific, Middle East & Africa
HANDBAG MARKET U . S S E G M E N TAT I O N CATEGORIES Totes Shoulder Bags Purses & Wallets Satchels & Saddles
◆ Totes were the largest in terms of revenue; counted for 30% of the market in 2014
◆ Purses & Wallets dominated the market in terms of revenue and volume in 2014
MARKET GROWTH ◆ Since 2012, women’s accessories have been producing $30 billion in revenues
◆ Accessories are the most important segments in the luxury goods industry, as they held about 30% of the global luxury goods market share in 2016.
◆ Expected to grow at CAGRs: About 5.9% and 5.29% (2014-2019)
◆ Demand is high in the US for afforable luxury handbags: Michael Kors, Kate Spade, Marc Jacobs, Ralph Lauren, Coach, and Tory Burch
WHY? ◆ Increasing disposable income among consumers ◆ Consumers are spending more on affordable luxury products than on premium luxury products
◆ Growth in the number of working women ◆ Growth of Internet (social media and fashion shows)
Helped advertisers to popularize the lastest trends, enticing demand and sales of luxury brands
◆ Online retailing
The DOWNSIDE ◆ Availability of cheaper brands (market fragmentation) ◆ Fast fashion (cheaper copies)
COMPETITOR: MICHAEL KORS ◆ 2017 Revenue: $4.5 Billion ◆ Locations: 550 worldwide, 398 in the US ◆ Price Range, bags: $48-$18,000 ◆ Known for: bags, accessories ◆ Key product categories: bags, clothing, accessories ◆ Customer: Mid-tier buyer looking for more affordable quality, middle aged women looking for stylish yet minamilistic clothes
◆Current market focus: In-store experience boost via store redesign and personal styling, pulling back on store over-expansion to promote exclusivity
COMPETITOR: PRADA ◆ 2017 Revenue: $3.8 Billion ◆ Locations: 618 worldwide, 25 in US ◆ Price Range, bags: $650-4,200 ◆ Known for: bags › classic Prada bag, shoes, innovative RTW ◆Key product categories: leather goods, RTW ◆ Customer: Affluent individual with an independent sense of style that merges sophistication and craftsmanship with quirky patterns and design
◆ Current market focus: Retail expansion emphasizing customer interaction, in-store experiences, and pop-up shops
Maintaining brand ideals and excusivity Digital and international communication
B A G C O M PA R I S O N
COMPETITOR: HERMES ◆ 2017 Revenue: $6.3 Billion
◆ Locations: 304 stores wordwide, 33 in the US ◆ Price Range, bags: $550-30,400 Birkin bags: $11,900-379,000 ◆ Known for: Birkin bags ◆Key product categories: bags ◆ Customer: Celebrities, socialities, upper-class women looking for fine quality and craftsmanship, as well as iconic status symbols
◆ Current market focus: No marketing divison, focused on quality and refinement, more emphasis on employee training, craftsmanship, and innovation, no special market segmentation for countries
TREND
#1
ON THE GO ◆ Lifestyle ◆ Play with logo print & FendixFila collaboration logo
◆ Market similar to shopping bag, walking advertisement
◆ Sustainable/re-usable ◆ Grocery bag trend ◆ Lower price point
TREND
#2
CHANGE SHAPE ◆ Top handle & hardware ◆ Geometric shapes ◆ Transparent accesories ◆ Play with new logo ◆ Simplistic designs/more minimal
TREND
#3
FENDI MANIA ◆ The capsule collection will be available starting Oct. 16 and target men, women and children
◆ Fendi currently only sells 4 backpacks ◆ The handbag market is down 8% to the increase of sales in backpacks
◆ Potential pop up shop, design your backpack events, new app release
◆ Backpacks, duffle bags, gym bags, etc ◆ Experience and marketing strategy ◆ Potentially perminant segment in the Fendi market (compete with LuluLemon, Ivy Park, Moncler, etc)
X
PA R T T H R E E SWOT
& BUYING PLAN
STRENGTHS ◆ FILA collaboration ◆ Breaking into different price brackets ◆ Brand perception among celebrities and consumers ◆ Continued involvement of founding family ◆ Keeping up with trends (Athleisure) ◆ Quality leather goods ◆ Philanthropy (Restoration of Trevi Fountain, art restoration in Rome) ◆ Use of technology (Fashion show drones, interactive apps)
WEAKNESSES ◆ Older brand perception ◆ Lack of advertising ◆ Focus on accessories keeps other products in the background ◆ Doesn't broadcast philanthropy in Rome ◆ Still committed to using fur ◆ Not connecting use of technology to sales ◆ Millennial outreach
OPPORTUNITIES ◆ Ability to practice sustainable fashion as far as using faux fur ◆ Use social media to bring awareness to the brand and promote millenial interest ◆ Acquiring influencers at different levels ◆ Collaborating with influencers, celebrities, more athleisure brands ◆ Ability to use technology to create a unique experience for the consumer (IA design) ◆ Adapting marketing and sales strategy to remain relevant
T H R E AT S ◆ Losing millennial following from not compromising on fur ◆ Focusing too heavily on accessories and losing profit on other products ◆ Not incorporating philanthropy into mission or brand identity ◆ Slow process to adapt to logo craze or athleisure trend ◆ Focusing too heavily on current, older consumers
◆ Not adapting marketing strategy to current climate
6 MONTH BUYING PLAN
â—† Finding the sales number!
Fendi 2017 Sales $2,200,000,000 Handbag % 40% Handbag 2017 Sales $880,000,000 Fall Sales % 63% Fall Bag Sales $ $554,400,000 Online Sales % 10% Store Bag Sales $ $498,960,000 % Increase 5.90% 2018 Store Bag Sales $ $528,398,640 US Store Sales % 9.64% US Store Sales $ $50,937,629
6 MONTH BUYING PLAN Sales (LY) % Planned Increase Planned Sales for Period Planned EOM for Period Initial Markup% $ Reduction % Reduction Sales Distribution Stock-Sales Ratio Reduction Distribution
$48,123,045 5.90% $50,962,305 $12,613,170 62% $5,096,230 10% Aug
9% 2.5 5%
% Planned Increase Planned Sales for Period Planned EOM for Period Initial Markup% $ Reduction % Reduction
5.90% $50,962,305 $12,613,170 62% $5,096,230 10%
6 MONTH BUYING PLAN Sales Distribution Stock-Sales Ratio Reduction Distribution Planned Monthly Sales Planned Monthly BOM Planned Monthly EOM Planned Monthly Reductions Planned Purchases at Retail Planned Purchases at Cost Total Retail Receipts Total Cost Receipts Closing Book Inventory Aug
4,586,607 11,466,519
Aug
9% 2.5 5%
Sep
11% 2.5 12%
Oct
17% 2.5 15%
Nov
20% 2.5 20%
Dec
28% 2.4 23%
Jan
15% 2.6 25%
$4,586,607 $5,605,854 $8,663,592 $10,192,461 $14,269,445 $7,644,346 $11,466,519 $14,014,634 $21,658,979 $25,481,152 $34,246,669 $19,875,299 $14,014,634 $21,658,979 $25,481,152 $34,246,669 $19,875,299 $12,613,170 $611,548 $764,435 $1,019,246 $1,172,133 $1,274,058 $254,812 $7,389,534 $13,861,747 $13,250,199 $19,977,223 $1,070,208 $1,656,275 $406,679 $629,384 $2,808,023 $5,267,464 $5,035,076 $7,591,345
Sep
$6,625,100 5,605,854 14,014,634
Oct
$7,797,233 8,663,592 21,658,979
Nov
$12,230,953 10,192,461 25,481,152
Dec
$14,269,445 14,269,445 34,246,669
Jan
$18,805,090 7,644,346 19,875,299
$57,205,187 $21,737,971
$10,956,896
$68,671,706
6 MONTH BUYING PLAN Sales/Stock Curve 40,000,000 35,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 5,000,000 -
Aug
Sep
Oct Sal es
Nov Stock
Dec
Jan
H A N D B A G C AT E G O R I E S
PEEKABOO
EXOTIC
SHOULDER
TOP HANDLE & TOTES
H A N D B A G C AT E G O R I E S
BOSTON
MINI BAGS & B E LT B A G S
CLUTCHES
B A C K PA C K S
ASSORTMENT PLAN Handbags
Avg. Per Door 393 440 170 Peekaboo Boston Bags Clutches DEPARTMENT Percents Peekaboo 40% Mini Bags & Belt Bags Backpacks Boston Bags Shoulder Bags Exotic Bags Clutches Top Handle & Totes TOTAL
Doors 19
16% 9% 10% 10% 5% 5% 5% 100%
Mini Bags & Belt Bags
Backpacks
Shoulder Bags
Exotic Bags
Top Handle & Totes Receipts $27,468,682 $10,987,473 $6,180,454 $6,867,171 $6,867,171 $3,433,585 $3,433,585 $3,433,585 $68,671,706
Avg. Retail Price $4,446 $5,752 $1,740 -
Doors 19 19 19 19 19 19 19 19 19
Avg. Per Door 393 440 170 -
Avg. Per Door/Style # Avg. Per Door Per Color 393 85
PEEKABOO
X-LITE
XS
MINI
DEFENDER
MICRO
REGULAR
ESSENTIAL
LARGE
ASSORTMENT PLAN Peekaboo
# of Colors DEPARTMENT 37 Peekaboo 7 Mini Bags & Belt Bags Backpacks 5 Boston Bags Shoulder Bags 3 Exotic Bags Clutches 9 Top Handle & Totes TOTAL 7 2 HANDBAGS 4
Peekaboo - TOTAL Peekaboo Essential Peekaboo Regular Peekaboo Large Peekaboo Mini Peekaboo Micro & Extra Small Pekaboo Defender Peekaboo Ex-Light
# of Colors 37 12 12 HANDBAGS
Handbags
Percents 40% 16% 9% 10% 10% 5% 5% 5% 100%
Receipts Avg. Retail Price Doors $27,468,682 $4,446 19 $10,987,473 $5,752 19 $6,180,454 $1,740 19 $6,867,171 19 $6,867,171 19 $3,433,585 Peekaboo Essential 19 $3,433,585 19 $3,433,585 Peekaboo Large 19 $68,671,706 19 Peekaboo Micro & Extra Small
Avg. Per Door 393 440 170 Peekaboo Regular Peekaboo Mini Pekaboo Defender
Peekaboo
Mini Bags & Belt Bags
Backpacks
Boston Bags
Shoulder Bags
Exotic Bags
Clutches
Top Handle & Totes
Peekaboo Ex-Light Percents 40% 10% 7% 7% 6% 5% 3% 2%
Receipts $27,468,682 $6,867,171 $4,807,019 $4,807,019 $4,120,302 $3,433,585 $2,060,151 $1,373,434
Retail Price $31,123 $3,980 $4,850 $4,800 $3,890 $3,953 $5,100 $4,550
# Of Units 1725 991 1001 1059 869 404 302
Doors 19 19 19 16 16 16 12 9
Avg. Per Door/Style # Avg. Per Door Per Color 393 85 91 13 52 10 63 21 66 7 54 8 34 17 34 8
# of Colors 37 7 5 3 9 7 2 4
Percents
Receipts
Retail Price
# Of Units
Doors
Avg. Per Door/Style # Avg. Per Door Per Color
# of Colors
Mini Bags &Belt Bags
MINI BAGS &
CAMERA CASE
POUCH
MON TRESSOR
B E LT B A G S
WALLET ON CHAIN
MICRO PEEKABOO
KARLITO
B E LT B A G
7 2 4
Peekaboo Large
Peekaboo Mini
Peekaboo Micro & Extra Small
Pekaboo Defender
ASSORTMENT PLAN DEPARTMENT Peekaboo Mini Bags & Belt Bags Backpacks Boston Bags Shoulder Bags Exotic Bags Clutches Top Handle & Totes TOTAL
Peekaboo Ex-Light
Mini Bags & Belt Bags
# of Colors 37 12 Avg. Per Door Percents Receipts Avg. Retail Price Doors 393 40% $27,468,682 $4,446 19 12 $10,987,473 440 16% $5,752 19 HANDBAGS 170 9% $6,180,454 $1,740 19 4 Peekaboo - TOTAL 10% $6,867,171 19 Peekaboo Essential 10%1 $6,867,171 19 Peekaboo Regular 5% $3,433,585 19 Peekaboo Large 5%2 $3,433,585 19 Peekaboo Mini - Micro Peekaboo 5% $3,433,585 19On Chain Mon Tresor Wallet 4 $68,671,706 Peekaboo Micro & Extra Small 100% 19 Pouch Belt Bag Camera Case Pekaboo Defender 2 Peekaboo Ex-Light Karlito Wallet on Chain HANDBAGS Mini Bags & Belt Bags - TOTAL Mon Tresor Wallet On Chain Micro Peekaboo Pouch Belt Bag Camera Case Karlito Wallet on Chain
Handbags
Peekaboo
Mini Bags & Belt Bags
Backpacks
Boston Bags
Shoulder Bags
Exotic Bags
Clutches
Top Handle & Totes
Percents 40% 10% 7% 7% 6% 5% 3% 2%
Receipts $27,468,682 $6,867,171 $4,807,019 $4,807,019 $4,120,302 $3,433,585 $2,060,151 $1,373,434
Retail Price $31,123 $3,980 $4,850 $4,800 $3,890 $3,953 $5,100 $4,550
# Of Units 1725 991 1001 1059 869 404 302
Doors 19 19 19 16 16 16 12 9
Avg. Per Door/Style # Avg. Per Door Per Color 393 85 91 13 52 10 63 21 66 7 54 8 34 17 34 8
Percents 16%
Receipts $10,987,473
Retail Price $11,116
# Of Units -
Doors 19
Avg. Per Door/Style # Avg. Per Door Per Color 440 119
# of Colors 37 7 5 3 9 7 2 4 # of Colors 37 12 12 4 1 2 4 2
B A C K PA C K S
MINI
REGULAR
ASSORTMENT PLAN # of Colors 8 5 3
Backpacks
Mini Backpack HANDBAGS Backpacks - TOTAL Mini Backpack Backpack
Percents 9% 6% 3%
Receipts $6,180,454 $4,120,302 $2,060,151
Retail Price $3,870 $1,890 $1,980
# Of Units 2180 1040
Backpack Doors 19 19 19
Avg. Per Door/Style # Avg. Per Door Per Color 170 41 115 23 55 18
# of Colors 8 5 3
ASSORTMENT PLAN DEPARTMENT DEPARTMENT Peekaboo Peekaboo Mini Bags & Belt Bags Mini BagsDEPARTMENT & Belt Bags Backpacks Peekaboo Backpacks Boston Bags Boston Bags& Belt Bags Mini Bags Shoulder Bags Shoulder Bags Backpacks Exotic Bags Exotic Bags Boston ClutchesBags Clutches Shoulder Bags Top Handle & Totes Top Handle & Totes Exotic TOTAL Bags TOTAL Clutches
Percents 40% Percents 16% 9%40% 10% 16% 10%9% 5%10% 5%10% 5%5% 100% 5% Percents Top Handle & Totes 40%5% TOTAL 16% 100% HANDBAGS 9% HANDBAGS Percents Peekaboo - TOTAL 10% Peekaboo - TOTAL 40% Peekaboo Essential 10% Peekaboo Essential 10% Peekaboo Regular 5% Percents Peekaboo HANDBAGS Regular 7% Peekaboo Large 5% PeekabooLarge - TOTAL Peekaboo 7%40% Peekaboo Mini 5% Peekaboo Mini Peekaboo Essential 6%10% Peekaboo Micro & Extra Small 100% Peekaboo Micro & Extra Small 5%7% Peekaboo Regular Pekaboo Defender Pekaboo Defender 3%7% Peekaboo Large Peekaboo Ex-Light Peekaboo 2%6% PeekabooEx-Light Mini
PeekabooHANDBAGS Micro & Extra Small Percents 5% Pekaboo Defender Mini BagsHANDBAGS & Belt Bags - TOTAL Percents 40%3% Mini Bags & Belt Bags TOTAL 16% Peekaboo Mon TresorEx-Light 10%2%
Handbags
Receipts Avg. Retail Price Doors Avg. Per Door $27,468,682 $4,446 19 393 Receipts Avg. Retail Price Doors Avg. Per Door $10,987,473 $5,752 19 440 $27,468,682 $1,740 $4,446 19 393 $6,180,454 19 170 $6,867,171 - $5,752 19 $10,987,473 19 440 $6,867,171 - $1,740 19 $6,180,454 19 170 Peekaboo Mini Bags & Belt Bags Backpacks $3,433,585 19 $6,867,171 19 Boston Bags Shoulder Bags Exotic Bags $3,433,585 19 $6,867,171 19 Clutches Top Handle & Totes $3,433,585 19 Handbags $3,433,585 19 $68,671,706 19 $3,433,585Avg. Retail Receipts Price Doors 19 Avg. Per Door $3,433,585 19 393 $27,468,682 $4,446 19 440 $10,987,473 19 $68,671,706 $5,752 19 170 # of Colors $6,180,454 $1,740 19 # of Colors Doors Avg. Per Door/Style # Avg. Per Door Per Color Receipts Retail Price # Of Units 37 $6,867,171 19 37 19 393 85 $27,468,682 $31,123 7 $6,867,171 19 7 19 91 13 $6,867,171 $3,980 1725 Peekaboo Mini Bags & Belt Bags Backpacks 5 $3,433,585 19 Receipts Retail Price 991# Of Units Avg. Avg. Per Door Per Color 5 19 Doors 52 Per Door/Style# 10 Exotic $4,807,019 $4,850 Boston Bags Shoulder Bags Bags 3 $3,433,585 19 $27,468,682 $4,800 $31,123 1001 19 393 Top Handle & Totes21 85 3 16 63 $4,807,019 Clutches 9 $3,433,585 19 16 66 7 9 $6,867,171 $3,980 19 91 13 $4,120,302 $3,890 1059 1725 7 $68,671,706 19 16 54 8 7 $3,433,585 $3,953 869 991 $4,807,019 $4,850 19 52 10 2 12 34 17 2 $2,060,151 $5,100 404 1001 $4,807,019 $4,800 16 63 21 4 9 34 8 4 $1,373,434 $4,550 302 1059 $4,120,302 $3,890 16 66 7
$3,433,585 Receipts Receipts $2,060,151 $27,468,682 $10,987,473 $1,373,434 $6,867,171 Mon Tresor 6% $4,120,302 Wallet On Chain 7% $4,807,019 Wallet On Chain 3% $2,060,151 Micro Peekaboo 7% $4,807,019 HANDBAGS Percents Receipts Micro Peekaboo 2% $1,373,434 PouchBags & Belt Bags - TOTAL 6%16% $4,120,302 Mini $10,987,473 Pouch 2% $1,373,434 Belt Bag 5% $3,433,585 MonBag Tresor 6% $4,120,302 Belt 2% $1,373,434 Camera Case 3% $2,060,151 Wallet On $2,060,151 Camera CaseChain 1%3% $686,717 Karlito Wallet on Chain 2% $1,373,434 Micro Peekaboo $1,373,434 Karlito Wallet on Chain 1%2% $686,717 Percents Receipts Pouch HANDBAGS 2% $1,373,434 Percents Receipts Backpacks 9% $6,180,454 Belt Bag - TOTAL $1,373,434 16%2% $10,987,473 Mini Backpack 6% $4,120,302 Camera Case $686,717 6%1% $4,120,302 Backpack 3% $2,060,151 Karlito Wallet on Chain $686,717 3%1% $2,060,151 2% $1,373,434 2% $1,373,434
$3,953 # Of Units869 16 Avg. Per Door/Style 54 # Avg. Per Door Per Color 8 Doors # of Colors Retail Price Doors Avg. Per Door/Style # Avg. Per Door Per Color # of Colors Retail Price # Of Units $5,100 404 12 34 17 19 393 85 37 $31,123 19 440 119 37 $11,116 19 91 13 $4,550 1725 302 9 34 8 12 $3,980 19 136 11 12 $1,590 2591 19 52 10 12 $4,850 991 16 97 8 12 $1,323 1557 16 Doors 63 Per Door/Style# Avg. 21 Per Door Per Color 4 $4,800 1001 Retail Price # Of Units Avg. 16 37 9 $2,293 599 16 66 7 14 $3,890 1059 $11,116 19 440 119 19 61 61 1 $1,190 1154 16 54 8 2 $3,953 869 $1,590 2591 19 136 11 19 58 29 $1,240 1108 12 34 17 42 $5,100 404 $1,323 16 97 8 16 24 6 4 $1,790 384 1557 9 34 8 2 $4,550 302 $2,293 16 37 9 16 25 13 2 $1,690 406 599 Retail Price Doors 19 Avg. Per Door/Style # of Colors $1,190 # Of Units 1154 61 # Avg. Per Door Per Color 61 Doors Avg. Per Door/Style # Avg. Per Door Per Color Retail Price # Of Units $3,870 - 1108 19 170 41 8 $1,240 19 58 29 19 440 119 $11,116 $1,890 2180 384 19 115 23 5 $1,790 2591 16 24 6 19 136 11 $1,590 $1,980 1040 406 19 55 18 3 $1,690 1557 16 25 13 16 97 8 $1,323 16 37 9 $2,293 599 19 61 61 $1,190 1154
Peekaboo Essential Peekaboo Essential Peekaboo Large Peekaboo Large Peekaboo Micro & Ex Peekaboo Micro & E Peekaboo Ex-Light Peekaboo Ex-Light
Mini Min
Mon Tresor Mon Tresor Pouch Pouch Karlito Wallet on Chain Karlito Wallet on Chain
BIG DOOR
SMALL DOOR
◆ Madison Avenue, NYC
◆ Atlanta Lenox, GA
◆ 5,700 sq ft
◆ 2,000 sq ft
◆ Percentage of Sales Plan: 10%
◆ Percentage of Sales Plan: 4%
◆ $ of Sales Plan: $6,867,17 1
◆ $ of Sales Plan: $2,746,868
BIG/SMALL ASSORTMENT DEPARTMENT Percents Small Door Big Door Avg. Retail Price per Bag # of Units (Small) # of Units (Big) Peekaboo 40% $1,098,747.20 $2,746,868.40 $4,446 247 618 Mini Bags & Belt Bags 16% $439,498.88 $1,098,747.36 $1,737 253 633 Boston Bags 10% $274,686.80 $686,717.10 Shoulder Bags 10% $274,686.80 $686,717.10 Backpacks 9% $247,218.12 $618,045.39 $1,935 128 319 Exotic Bags 5% $137,343.40 $343,358.55 Clutches 5% $137,343.40 $343,358.55 Top Handle & Totes 5% $137,343.40 $343,358.55 TOTAL 100% $2,746,868 $6,867,171 628 1570
WORKS CITED https://www.harpersbazaar.com/uk/fashion/shows-trends/g23098386/spring-summer-2019bag-trends/ https://www.fendi.com https://www.forbes.com/sites/richardkestenbaum/2018/10/07/handbag-michael-kors-michaelkors-coach-north-face-northface-npd-osprey/#4db7f1d468b4 https://wwd.com/fashion-news/designer-luxury/fendi-to-release-mania-capsule-1202820122/ https://www.statista.com/study/56842/luxury-report---luxury-fashion/ https://fashionunited.com/executive/management/prada-expects-sales-upliftin-2018/2018031220152 https://www.pradagroup.com/en/investors/investor-relations/results-presentations.html https://en.wikipedia.org/wiki/Prada https://finance.hermes.com/en/Reports-and-Presentations/Annual-reports https://www.hermes.com/us/en/bags-and-small-leather-goods/womens-bags-andclutches /#fh_view_size=36&country=us&fh_sort_by=%2Bprice_us&fh_location=--% 2Fcatego-ries%3C%7Bbagssmallleathergoods%7D%2Fcategories%3C% 7Bbagswomensbagsclutches-%7D|priceasc|Line https://en.wikipedia.org/wikiBirkin_bag https://en.wikipedia.org/wiki/Hermès#Goods_and_products https://martinroll.com/resources/articles/strategy/hermes-the-strategy-behind-the-glob-alluxury-success/ http://investors.michaelkors.com/financials/annual-reports/default.aspx https://www.businessoffashion.com/articles/news-analysis/how-michael-kors-plans-to-lurecustomers-and-halt-sales-decline
WORKS CITED https://www.scmp.com/magazines/style/fashion-beauty/article/2008410/secret-successfendi-ceo-pietro-beccari-motivates-his https://www.fendi.com/us https://magazine.italist.com/fendi-monster/ https://r.lvmh-static.com/uploads/2018/07/presentation-lvmh-2018-first-half-results.pdf https://0-www.statista.com.library.scad.edu/statistics/689444/affluent-americans-whoown-fendi-brand-apparel-accessories-footwear/ http://1000logos.net/fendi-logo/ http://essentialhome.eu/inspirations/lifestyle/fashion-luxurious-brands-2016/ https://en.wikipedia.org/wiki/Fendi https://en.vogue.fr/vogue-list/thevoguelist/fendi-/1044 https://en.vogue.me/fashion/silvia-venturini-fendi-interview/ https://jingdaily.com/fendi-will-invest-more-into-digital-marketing-especially-in-china/