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THE BRAND DIELMAR was established in Alcains, Portugal, in 1965, by 4 master tailors and is dedicated to design, production and sale of premium menswear. In 2001, DIELMAR started the vertical integration of its business with the opening of brand stores. Offering a competitive price for a high range of premium quality products, DIELMAR despite the yet a low brand awareness features a large margin for improvement in the value chain.
Present in more than 20 markets around the globe, DIELMAR estimates the increasing the share of exports to 71% by 2015. The internationalization of the brand will be leveraged through franchising partnerships and joint ventures, as well as the maintenance and enhancement of attendance in international trade fairs.
THE HISTORY Established: 1965 Facilities area: 15.000 m2 Head Count: 390 Brand stores: 8 Jackets production: 100.000 units/year Trousers production: 150.000 units/year
Name: Sociedade Industrial Confecções DIELMAR, SA VAT number: PT500266727 Share Capital: 6.700.000€ Total Net Assets: 22.758.641€ (2011) Affiliated companies: 7 Number of shareholders: 9
Dias, Helder, Mateus e Ramiro alliance created Dielmar brand.
1965
First brand stores
First exports
50 years 1966
Dielmar starts traditional tailoring activity with 25 employees
1978
1990 Capital increase and legal form turns SA.
2001
2011
Shareholder’structure changed with the entrance of FACCE, a venture capital fund
2015
THE STRATEGY •
Mission
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Be recognized as menswear company of excellence, both with product and service customer centered, with global notoriety, maintaining an image of credibility and competence.
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Cost effectiveness and efficiency with high quality levels by
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restructuring manufacturing processes. 80% of export share with international branding to Europe, Asia and America, being recognized as the benchmark.
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Increase brand awareness globally. Expand opening 5 stores / year in foreign markets through franchising
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partnerships and joint ventures. Invest in e-commerce differentiating the brand by the traditional tailoring.
Vision
Strategic Objectives
Maintain high product quality and service and exceed customer expectations. Ensure continuous design innovation, design and product development. Maximize brand value and return to shareholders. Create the best conditions to upskill and motivate our employees.
THE MARKETING MIX
PRODUCT •
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Suits, jackets, trousers, coats, parkas, tailcoats, gabardine shorts,… Shirts, ties, sweaters, socks, shoes, scarves, cufflinks, underwear, sunglasses, belts, …
PLACE •
Direct and indirect distribution (through own stores and dealer network, specialized retailers, multibrand and department stores).
PROMOTION • • • • •
Through brand stores and retailers. Important international fairs. Partnerships with agencies and events. Online advertising (site, facebook,...). Mailings, Catalogs, Brochures and Flyers.
PRICE •
Price varies according to the country (purchasing power, etc.) and product quality (construction and raw material).
MARKETING & SALES STRAT Striving for brand consolidation at local level and international market expansion, DIELMAR focus on key strategic marketing operations and values communication actions that ensure the highest ROI.
Being global sales growth a strategic objective for DIELMAR, participation in trade fairs is a vehicle of excellence for achieving it
Thus, some actions will be performed over the next three years to leverage this growth, with a limited budget overcome the difficulties imposed by the global financial crisis:
Apart from our recurring presence in the largest international exhibitions of menswear - PITTI UOMO, Florence, Italy - which has played a dominant role in developing and growing brand awareness and consequent internationalization, it also attends others, namely: PREMIUM (Berlin, Germany), MRKet Show (Las Vegas, USA) and Macao.
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Create new partnerships with agencies and partners that improve brand awareness, positioning it with the market/customer target;
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Promote internationalization of the brand through franchising and joint ventures;
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Have a major presence in prestigious international trade fairs in order to leverage and expand brand awareness;
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Ensure the brand stays top of mind of some target consumers by sponsoring television shows (Jornal da Noite, Expresso da Meia Noite), and advertsing in magazines and newspapers (Jornal de Negócios, Visão, Executive Digest, Mercedes, …).
Moreover, aiming at the business verticalization abroad, DIELMAR is present also in Franchising fairs from 2015 on. DIELMAR will keep only the partnerships that have assumed better economic return.
THE TARGET & COMPETITIVE ADVANTAGE DIELMAR targets men of 30-60 years old (with personal tailoring targeting men of up to 50 years old), urban lifestyle, medium/high socio-economic class, cultural and sportive interests, executive roles, that likes to dress with quality, comfort and design, with by measure exclusives.
The brand maintains its competitive advantage thanks to the confection by demand and by measure, ensuring all pieces and details follow the highest quality standards, wearability and a competitive price.
THE PRODUCTS
DIELMAR manufactures suits, jackets, trousers, coats, waistcoats, overcoats, shorts, evening and ceremony wear. Under outsourcing the company produces, with its own design and development, shirts, ties, sweaters, socks, shoes, scarves, cufflinks, underwear, glasses, belts and other accessories.
THE FABRIC
From a selection of top quality materials, coming mainly from Italy, Spain and Germany, DIELMAR uses materials such as cashmere, silk, pure wool (super 120, 150, 180 and turbos), cotton and horsehair canvas to manufacture its products The suppliers are themselves renowned in the international market.
THE INTERNATIONAL PRESENCE
America USA Colombia Venezuela Brazil Africa - Morroco - South Africa
Europe Portugal Spain France Belgium Germany Switzerland Italy Norway England Iceland Asia - Russia - Japan - Hong Kong
TRADE FAIRS & RUNWAY SHOWS
PITTI UOMO, Florence, IT
MRKet, Las Vegas, USA
PREMIUM, Berlin, DE
NEXT SEASON, Poznan, PL
PortugalFashion, Oporto, PT
AIMEX, Birmingham, UK
SPONSORSHIP SPORTS
DIELMAR has been sponsoring businesses, events and shows of great national reputation, in different segments of activity, in order to increase brand awareness.
MEDIA
BUSINESS
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Showrooms: Lisboa Av. da República, 62 – 3º Esq. 1050-197 Lisboa Tel: +351 217 991 810 Fax: +351 217 991 819 Porto Rua Júlio Dinis, 247 – 4º E 14 4050 – 324 Porto Tel: +351 226 063 920 Fax: +351 226 063 918
Headquarters: Largo do Chafariz Velho Apartado 8 6006-909 Alcains Tel: +351 272 900 900 Fax: +351 272 906 679 E-mail:geral@dielmar.pt www.dielmar.pt