Francesca Cisaria-Menagement for Architecture

MANAGEMENT FOR ARCHITECTURE

Politecnico di Milano / Architecture & Urban Design course / Academic Year 2022/2023

Professor / Agostino Deborah Assistants/ Federica Rubino / Paola Riva

Students / Francesca Vincenzi / Alessandra Colombo / Francesca Cisaria / Lara Dedic / Isidora Brkovic / Berkin Karakaya

introduction BUSINESS MODEL CANVAS

INTRODUCTION

Villa Bernasconi is located in the town of Chernobbio on the very attractive location of northern Italy, Lake Como.

It is one of the most significant Italian achievements and rare examples of Art Nouveau architecture on Lake Como and the only Cernobbiese villa open to the public. It was built between 1905 and 1906 as a “fashionable house” for the engineer Davide Bernasconi.

The villa is in fact located inside the so-called “silk citadel” of Cernobbio and plays a very symbolic and important place for the history of the city of Cernobbio. Besides the very positioning of the villa the reference to the entrepreneurial activity of the owner can be found in external decorations of the Villa, whch reproduce the life cycle of the silkworm and the fruits od the mulberry plant.

Having in mind that nearby Milan is one of the european centers of fashion, and that Lake Como is a very attractive location for tourists and wealthier individuals, as well as the link with silk production of the Villa itself, our proposal is a creating direct link inbetween the fashion and the Villa bringing new dimensions and opportunities to the entire area.

Namely, the main idea is creating the new fashion node in the hearth of Cernobbio and luxyrious part of the Lake Como. The proposal consists of newly implemented temporary and permanent functions, with bringing new sets of users, actors and partners with the aim of obtaining several new sources of income for the Villa, as well as its fresh identity. Overall with our proposal we expect to drag more people towards this unique Villa and give it back its glory that it deserves.

The Villa

key partners key activities value proposi

Universities with Fashion Programs being a key partner as they create an interaction between institutions through the students attending the workshops and masterclasses.

Masterclasses for fashion industry related studies; notably classes about the silk industry, craftsmanship skills, style trends and patterns and the promotional side of the industry.

Workshops hosted by brands and significant personas in the industry about the skill of the craft : sweing, textiles and materiality.

The Villa itself is a unique location for fashion events and classes. It’s roots which are deeply linked to the silk industry provides a strong motive to also implement a connection to the contemporary fashion world.

A key field of partnerships which provides the foundation of the fashion initiatives in the business proposal for the villa is that of with Fashion Brands that not only partake in hosting masterclasses and workshops, but who host fashion shows, set up shop shop for their seasonal collections.

Seasonal Shops by brands of collections which are in collaboration with the Villa, based on the principles and values of the area. (eg. ‘Miu Miu’, ‘Dolce e Gabana’ and ‘Marc Jacobs’)

Virtual Reality exhibitions as a sub category within the shop as a small exhibition to show the history of the silk industry and history and process of the fashion brands in collaboration

Nonetheless, due to its beauty and architectural style, it is not only a chic and unique location for exclusive events with “jewels inside an architectural jewel” but also a window into the fashion world for fashion enthuasiats, not only brands but also fashion schools and passionate and prospective students).

Nearby Schools (eg. the School of Tourism: Fondazione ITS Turismo e Ospitalità) is a significant partner as the Villas program provides the oportunity for students to find work interships and gain experience in their field of study, but also on the other hand, the villa benefits through the facilitation of services, materials and students willing to intern.

Fashion Shows and Events hosted at the villa as a result of its aesthetic and location in a key position for promotional content creation.

key resources

Tangible: Classrooms, Garden, Fashion materials for workshops and masterclasses, Event equipment, VR equipment, Brand products

Intangible: Online booking systems, Online advertisements and Shop

Human: Booking Manager, Shop assistants, Professors staff

Financial: Brand and partnerships with Universities

cost structure

As a result, Villa Bernasconi aims to valorise it’s roots based upon silk production within its historical context, connecting the history of the site to the contemporary fashion world, exposing new exclusive brands through events but also whilst providing workshops and special activities for the benefit of the surrounding tourism and community.

The cost structure of the Villa is mainly based on the activity of the workshops, the VR exhibition and the fashion events with the related shop. All these activties will require a proper exposure with an online website and advertisements, not to mention the staff behind events and the booking system. These are all fixed costs taken into account with salaries for professors and staff and the cost for the necessary material, equipment and transportation for the activities.

On the other hand, variable costs will be allocated to the partnerships with different fashion brands and the exposition of their products within the shop.

Open Comunication stream between staff and customers:

customer relationships channels

-One to one interraction at the welcome info desk enables an open relationship channel between the users and staff.

-In store customer support within each activity stream to provide a welcoming environment

Online Channels for impersonal spreading of administrative information:

-Social media platforms enable an interaction even at a distance through engagement on comments and videos/photos posted about events and activities hosted. This is a stream that gives a personal connection through an online network.

-Online services such as the website contact page provides emails and contact form for inquiries and questions from a distance.

customer segments

Temporary Costumers

Fashion Enthusiasts

These are members of the general public of all ages who are particularly interested in the fashion realm - specifically the niche of the silk industry, or of the fashion brands which would seasonally partner with the villa in order to promote and display their new collections.

Main interests in:

-Fashion Shows / Events -Open Workshops hosted by fashion brands or those in partnerships with Universities -Exposure to new Pre-collections

Fashion University Students

These students of Fashion Universities in Milan (notably Istituto Marangoni) would not only attend courses/workshops held at the Villa, but would also be keen to attend the events and/or work at them to gain exposure.

Benefits they would gain:

-Attend the workshops and masterclasses to support their interests and education -Gain exposure through interactions with other Universities and schools

Celebrities/ Influencers

Social Media Platforms and Websites provide a means of promotion and spreading of awareness, particularly in the fashion realm and in todays digital society.

Influencers who provide exposure through promotion of the fashion brands, the villa and the events held.

Access to the Online Shop of the speciality collection held as the Villa priovides as aditional channel of purchase and exposure.

Fashion Magazines and University Website publicate rakings and reccomendations of programs, which would promote awareness of the Villas activities on offer.

Adversising via main tourist spots in Como would enable the local visitors or people who frequent the area often to be informed of this new initiative.

revenue streams

Fashion and lifestyle influencers and celebrities would gain exposure and promotion through collaborations with the Villa itself and the brands.

Benefits they would gain: -Promotion of their brands and themselves in exchange of the promotion of the villa -Have an access to al the collections fall winter spring summer -Space for parterhips, promotions and collaboration with brands

Permanent Custumers

Customers of the Fashion Brand Shop

Consumers of the higher end fashion products who would be interested in having acess to the unique collections and invites to the events.

Benefits they would gain: -Exclusive access to specialized brands and labels -Yearly flow of new products and collections -Early access to some new trends

Students who attend the classes and workshops

The main revenues of the Villa come from the partnership with different fashion brands but especially with Milanese Universities (NABA and Istituto Marangoni). Indeed, one of the main streams is provided by the renting fees for the classrooms used for the masterclasses partnershiped with universities and the fees in accordance with brands for hosting collection fashion shows.

Generally the main income is provided by selling tickets for the different activities (workshops, masterclasses, VR exhibition and events), which will be different according to the kind of customer and promotions.

value proposition

value proposition

MISSION - Within a suggestive location deeply connected to the history of the context (silk industries) the proposition aims to promote collaborations with brands and fashion schools to promote their products and lauch exclusive events.

VISION - A double layered space. On one side, a space used for exclusive events with brand’s ambassadors and on the other end, a space open to everyone who’s interest in fashion world and wants to experience it through workshops and exclusive activities.

VALUES - Promotion; Exposure; Exclusive partnerships; Roots and traditions

The fashion events provides customers with the experience of entering the fashion world during seasonal launching events. It allows fashion brands to use a exclusive location for their events in order to gain even more exposure and match the aesthetic of the collection. The shop also provides brand products for everyone interested in buying high quality fashion goods.

Spaces in the Villa would be provided additionally to classrooms and events, in order to go deeper inside fashion world. The Virtual Realty and the connected exhibition provide an of experience starting from the history of the Villa and its roots linked to the silk fashion industry, until today’s contemporary fashion world and production.

The Masterclasses include partnerships with fashion universities in Milan (NABA, Istituto Marangoni) in order to provide high quality collaborations for our target customers interested in learning about fashion. It’s also an opportunity for students to gain extra credits and diversify their study plan with new activities.

Seasonal Workshops are activities conceived for anyone (especially beginners with no experience of the fashion industry, families and children) to enter and catch a glimpse of this world for a determined amount of time.

goals and objectives

goals and objectives

Our team is providing attentive and comprehensive service to fashion brands that need a space for their events or fashion shows and making sure their needs are met in a manner that reflects positively on the business.

OBJECTIVES

• Promoting and expanding the brand concept as a unique fashion brand

• Expanding our marketing and advertising to increase our customer base

• To make collaborations with high profile Italian fashion brands and reach a national popularity

• Secure and easy use application and website for the information on events, gallery, masterclass, workshops and e-store with fast delivery

• Keeping clothing production cost at less than 20% of revenue

• To reach workshop agreement with all the universities that have fashion/design program in order connect with more students

• Provide online masterclass and workshops to reach long-distance community and reward with an online certificate in the near future

• To have our products available for sale in the stores of the brands that are collaborating with our brand

• Attract high profile individuals and professionals of fashion and design industry to give a masterclass

missions

• To create a fashion brand that represents core values of the villa

• To make customers feel individuality and uniqueness wearing our products

• To have a great variety of clothing products with efficient customer service

• To make brands and companies left satisfied with our hospitality and partnership

• To offer above-industry-average wages to employ one of the most qualified and skilled fashion designers

• Latest technology for computers and electronics with backup generator for electricity

• To prioritize the happiness and the wellness of the employees and the staff, providing transport and catering services daily

• Employee participation and training are equally important to our success

• To make use of the garden just as mush as the interior space and taking care of it daily

• Customer satisfaction is our one of the most important objective

servise and expectations

As a business idea, we asked ourselves what are we offering to the customer and how our service is unique and distinctive. The core of our idea is to bring together the customers and the fashion language that takes its inspiration from the unique aesthetic of the Villa Bernasconi and its historical value. With the partnership and the collaboration of popular fashion brands operating in Italy, we are aiming for a quicker and more effective recognition by our future customers. We focus on offering a variety of high-quality clothing products prominently centering the villa during the design process and with more affordable prices compared to the individual products of our partner brands. In addition to the standard historic gallery, the gallery hosts different fashion related curations during the year where the visitors can learn about fashion and enjoy the works of designers and artists. For workshops, we are proposing to have monthly or per semester subscriptions in addition to attending single session and giving them discounts for longer enrolments.

ACTIVITIES RESOURCES AND PARTNERS

Masterclass Fashion

RESOURCES

3 lessons per week (Monday-Wed-Friday from 10.00 a.m to 6 p.m)

Human: Professors, teachers and students

Hosts and experts sometimes join the classes to speak about specific themes (dependant on the fashion brand parterships, seasonal trends in the industry, and the local traditions of the area: the linen industry)

COLLECTION FASHION SHOWS

Seasonally: 8 times per year

It requires specific technology to host fashion shows and many people who organize the show The garden is used to host summer shows

Brands give money to promote their collection and they rent the villa for private events during the MFW

seasonal shops

Active the entire year (the collection is changing once per year)

Human: Managers, Shop assistants, Staff Tangible: counters, technology, merchendising

These are pop-up shops of specific brands, brands/labels that are engaged with the villa

workshops

Three times pre week (Fridays 18-21 and Weekends 10-13, 18-21)

Human: students, professors, big faces of the fashion industry, designers, assistants Tangible: sitting spaces, working spaces, technology Intangible: soaftware, apps

Students from Fashion Universities, as well as designers and brand assosiates from specialized fields of the fashion industry host and attend workshops

VR Installations and Exhibitions

Active the entire year (the collection is changing once per year)

Human: Managers, Shop assistants, Staff Tangible: counters, technology, merchendising

These are pop-up shops of specific brands, brands/labels that are engaged with the villa

masterclass seasonal shops collection, shows workshops vr exibitions

INTERNAL VS EXTERNAL

EXTERNAL Professor Guest lecturers Fashion students

INTERNAL Booking manager

EXTERNAL Customers INTERNAL Shop Assistant Manager EXTERNAL Models Fitting assistant Make-up artist Hairstylist Technical support Spectators influencers

INTERNAL Manager Hostess

EXTERNAL Local people Tourists Children/families

INTERNAL Professor Booking manager

EXTERNAL people visiting

INTERNAL

Staff Booking manager

key RESOURCES

human resources

QUANTITY

1 1 max 15 1 2 1 5/10 2 1 1 2 40 if it’s inside event, 50 if it’s outside at least 5/10 1 2 15/20 max 1 1 5 max 1 1

intangible resources tangible resources

DESCRIPTION

DESCRIPTION

QUANTITY QUANTITY EXTERNAL MANAGING & PARTNERSHIP

Partenership with NABA and Istituto Marangoni, professors and guest lectureres come from these institutions

Partenership with NABA and Istituto Marangoni, professors and guest lectureres come from these institutions

It’s on the brand exposing the collection to manage the external resources for the show and the models depending on the agency they’re working with

Online advs Online shop Online advs Booking system dj set

Online advs Booking system

Online advs Booking system

1 1 max 15 1 1 1 1 1 1 1 1 1 1

Partenership with NABA and Istituto Marangoni, professors and guest lectureres come from these institutions counter Clothes hangers Packages/plastic bags laptop products

Video/music equipment

Lighting equipment Stage Backstage (Fitting rooms, makeup/hairstyle desk) chairs

Presenting equipment flyers Clothes/products Class (Tables/chairs) fashion materials Board Room VR installation

1 1 max 15 1 1 1 Depending on the brand 1 board + music set1 1 40/5060 Depending on the brand 1 8 and 20 enough for 20 people 1 1 1

partners

/ Larger brands who respond to the values of the villa, who have a wealthier clientelle that would attend launch events and shows

They would benefit from the villa through:

/ The open spaces can host, both inside or outside in the garden (dependant of the season), fashion shows or launch events

/ Permanent spaces which act as shops which brands can set up for their seasonal collections

/ The niche of the collection which can be in collaboration with the villa, in order that it is unique and protfitable for both the brand and the villa.

/ The aesthetic value and notability of the villa is an asset to fashion brands as a promotional tool.

/ Fashion universities in Milan (Istituto Marangoni, NABA, Accademia del lusso, IED, IUAD)

/ space for masterclasses

/ internships

/ Rent some spaces for workshops or private exhibithions

/ partnerships with the villa and fashion brands

alone vs partner

masterclass seasonal shops collection, shows workshops vr exibitions

key partners

reason for a key partner type of partnership partner name

Partner New suggestive location for the course

More visibility Fixed income for the villa

Strategic alliance with universities

Partner

Partner

Alone

Products to sell to visitors Promotion of the villa in exchange

Buyer-supplier relationship

NABA Istituto Marangoni Marc Jacobs D&G Miu Miu

Suggestive space for the event Advertising for the villa Promotion of the seasonal shops

Strategic alliance

Same as shops Other fashion brands

Providing activities for locals and tourists Education porpouses

Alone

Providing activities for locals and tourists

Promoting the history of the villa and the fashion brands collaborations

costumers segment and personas

personas

Fashion Enthusiasts PERSONA A

NAME: Giada AGE: 17 year old female

OCCUPATION: High School Student in Como

GOALS: To attend a fashion university in milan after highschool, to get to know the influncer and celebrity industry, dream of either being a stylist.

INTERESTS: fashion influencers; Fashion industry: how to make clothes (silk), travel, social media world, collect fashion books

ACTIVITIES OF INTEREST IN THE VILLA: Internship (hostess in the fashion indsutry - specifcally helping the coordination and organisation during fashion events, shows or parties), Fashion Shows, participate in open workshops.

HOW OFTEN THEY COULD FREQUENT: She could frequent the villa in the afternoon for her intership and she can go there to parte-

NAME: Francesco AGE: 23 year old male

OCCUPATION: Graduated with a Bachelors Degree in Fashion Design from NABA University in Milan in 2021. He is currently attending his Masters Degree in Textile Design at NABA Unviersity

GOALS:

His highest goal is to became a fashion stylist, and his dream is to work for a well known top fashion brand in the USA.

INTERESTS:

He has a passion for designing clothes and acessories, specifically in making them with a focus on textile and pattern. His overall interests revolve around elegant and grunge fashion styles, attending fashion shows to gain inspiration, and learning about new trends and styles.

ACTIVITIES OF INTEREST IN THE VILLA: He would particularly be interstied in attending workshops and masterclass and partecipating in small fashion shows.

HOW OFTEN THEY COULD FREQUENT: He would attend classes once every two weeks and collaborate with his collegues, for the organization of fashion events. He would have the possibility to expose his own collection at the end of the year. Potentially, he could decide to discuss his master thesis in the villa inviting his family and giving them the opportunity to visit the villa, and to host an event there.

Fashion University Students PERSONA B

personas

Influencer PERSONA C

NAME: Chiara Ferragni

AGE: 35 year old female OCCUPATION: Major Instagram and Tiktok Influencer

GOALS: Gain Sponsorships and access to limited edition collections to wear and post about.

INTERESTS:

She is an Italian blogger, businesswoman, fashion designer and model who has collaborated with fashion and beauty brands through her blog The Blonde Salad. Chiara Ferragni’s net worth is estimated to be 19 million euros from the income of her three companies.

ACTIVITIES OF INTEREST IN THE VILLA: She will attend and partecipate to fashion shows and events, She could decide to host the fashion show for her personal brand during the spring fashion week at the villa, potentially at the garden space, due to the a atmsophere and aesthetic appeal of the villa. In addition, she could organize a private party after the show hosting italian e foreign celebrities.

HOW OFTEN THEY COULD FREQUENT: She will frequent the villa with an average accumulation of 2/3 weeks a year, on occasion, for special releases, events and promotional shoots.

Fashion Product Customers PERSONA D

NAME: Valentina

AGE: 45 year old mother of 2, she lives in Milan OCCUPATION: she is a buisness woman and she is graduated in Economy

GOALS: Make investments in fashion products and to have early access to releases of collections

INTERESTS: She loves high end fashion and shopping for herself and her family.

ACTIVITIES OF INTEREST IN THE VILLA: She frequents the villa to look the collections in early realease and select the most elite and unique pieces

HOW OFTEN THEY COULD FREQUENT: She often woudl go to the villa for shopping and Meeting her friends for a tea in the cafe close by

Participating child of the workshop classes PERSONA E

NAME: Martina AGE: 9 year old girl OCCUPATION: Primary School Student in Milan

GOALS: To learn arts and crafts, and spend time with her family.

INTERESTS: She likes playing with her friends, dressing up, and making decoupages and drawing.

ACTIVITIES OF INTEREST IN THE VILLA: SHe will attend workshops classes for children with other kids from his school class and/or her family

HOW OFTEN THEY COULD FREQUENT: She will frequent the villa once a week in the afternoon from 1 hour

external analysis

PEST ANALYSIS

POLITICAL

1. The government agency, ‘Invitalia’, provides extensive incentives to both Italian and foreign companies by financing all sizes of projects in strategic sectors in industry, tourism and environmental protection.

2. There is a system of legislation for cultural heritage currently valid in the Italian government.

3. Unfortunately, Italy performs below the EU average for ease of doing business; Italy ranks 58th for overall ease of doing business and 98th for starting a business, out of 190 economies.

4. Permits for construction in Italy take longer and are more expensive than the EU average.

ECONOMIC

1. Increasing gas and energy prices within Europe is a deciding factor on the number of business hours.

2. The US dollar continues to gain value over the Euro, making Europe a more questionable place to open a business.

3. After the 2020 economic regression, Italy has obtained a continuous growth.

4. Unstable inflation rates post-pandemic are calming down in Italy.

5. The overall expenses of owning a physical store is increasing rapidly all over Europe while the overall expenses of an e-store is almost constant.

6. Revenge Tourism is the desire to travel after a period of great austerity and restrictions; and the Spring / Summer of 2022 in Lake Como went far beyond all expectations and thus far it is exceeding the pre-pandemic numbers.

1. Municipality of Cernobbio has other historical villas and organises lots of cultural or business events annually.

2. 1/3 of the population is consist of people over 64 years who can be included in the process of passing knowledge about silk and sewing.

3. Almost half of the jobs in Como have a service purpose so finding and hiring expirienced people in that area can be beneficial.

4. Tourists from Como are mostly high or middle high class expecting to buy and spend money on luxury and unique fashion items.

5. During pandemic and in the world after it, spending habits of the people in Europe transfered a lot from buying things in store to ordering it online.

6. Italian culture has a strong bond with museums, exhibitions, and cultural activities.

socio cultural technological

1. Social media can now reach almost every corner of the world: meaning that with a video you can attract millions of people.

2. Increasing online work environment is helping businesses easier to find software engineers and tech professionals.

3. Virtual Reality technology is becoming easier to integrate in museums and exhibitions. The results show that people are more interested in the interactive experience rather than the traditional methods.

4. With the help of influencers, any business can boost their social media community.

STRENGTHS

1. Existing value and name of the villa

2. Clothing roots in its history

3. Proximity to the tourism school

4. Touristic attraction of Lake Como

5. Being one of the rare examples of Art Nouveau architecture in Lombardy

SWOT ANALYSIS S

OPPORTUNITIES

1. Possibility to make strategic alliance with the tourism school

2. Develop more digital installations and activities

3. During the festivals and holidays, there can be a special event

4. Como being a touristic city can attract donators or potential partners

5. Additional entrance to the villa can decrease overcrowd possibility

1. Public transport to the villa is only by single bus and the nearest bus stop is 5-6 mins. by walk

2. High maintenance and fixed costs

3. Small and fixed interior

4. Weak ventilation inside the villla

5. Demand of knowledgeable and cautious staff due to the villa’s historical value

WEAKNESSES THREATS

W

1. Sustainability and maintenance of the aged parts of the villa

2. The seasonal changes of tourism may lead to off period and peak period scenarios

3. Sound pollution from the road

4. Frequent rain conditions in Como can have an effect on outdoor activities

Economic Model Revenue Stream Cost Structure KPIs

cost structure

objective name rics data collection

Name of indicator

How does the user recognize the quality of the service (masterclasses and workshops)?

How does the user recognize the quality of the service (fashion shows)?

Quality of the reviews written outcomes produced workshops and masterclasses provided. Quality of the fashion shows and expositions of items on the review platforms.

It defines how to calculate it and what data you need to do it

-Average grade of the students’ work based on outcomes produces in the workshops. -Satisfaction ratings of the students enrolled (on their university websites and also on the Villas’ website).

-Number of reviews with a score above 60% satisfaction on the questionnaires/surveys at the end of each academic course.

-The level social media interraction generated: specifically the number of reposts by fashion bloggers; the number of likes/reviews/shares on social media platforms. (instagram, tiktok, facebook)

-The average number of ticket sales. -The average review score left on fashion platforms and magazines (ie. Vogue, YesMilano and Tripadvisor).

-How often the villa appears on fashion magazines and reviews.

time, quality, environment, social and responsability

-At the end of every semester/crouse, stdents and staff are required to complete a survey on the university website in order to asses their satisfaction of the quality of the classes provided.

-After each event, the levels of interraction are calculated in order to understand the success rate in exposure of the fashion items and the Villa.

How the business proposition has increased the awereness of the villa?

The scope of recognition of the villa in the scope of the fashion industry, and within Cernobbio

-The frequecny of location tags and hashtags that the villa recives, and the number of times the is actively clicked on, on instagram and other social networks.

-The number of people who subscribe to the newsletter of the villa about future events and the number of people who enroll for workshops and masterclasses.

-At the end of every month, the social media metrics and analytics are studies and compared in order to undestand that months’ level of exposure and interraction.

How much the business proposition has increased the profit of the villa? How has the program of the business affected the partners (fashion universities)?

The profit gain of the Villa as an entity since the implementatin of the fashion initiatives. The impact that the programs implemented in that villa have had on the notoriety of the fashion universities in partnership - istituto Marangoni and NABA

-A comparison of the total number of tickets bought altogether before and after the introduction of fashion related propsals into the Villas business plan.

-The calculation of quantity of studens who enroll themselves on a course as a result of the offer of the provided worksops as the Villa -An analysis of on the rate of selection of the univeristy programes based on their connection to the villas activties as written on surveys responsed to by students (on their university websites and also on the villas’ website).

-The calculation of quantity of studens who chose to dicuss their thesis at the Villa.

-Monthly, the profits and losses are calculted throuhg collecting and tallying the ticket sales, the expenses paid, and compared analytically to the statistics from the months before.

-Every year the partner university provides to the Villa a total of the number of students who enrolled for masterclasses, in order to compare the statistics yearly.

How has the program of the business affected the partners (fashion brands)?

The effects that the new initiatives implemented in that villa have had on the recognition and sales of the fashion brants in partnership - Marc Jacobs, Dolce e Gabana and Miu Miu

-The number of sales of the brands’ products, holistically, not only in the store at the villa, but also worldwide, online and instores (indicating the level of exposure of the brand through this collaboratoin).

-The level of exposure within social networking sites (measured though the number of posts, shares, likes, comments and publicity on instragram, pintrest and tiktok).

-Weekly, the agency and consulents of big brands calculate the incomes and losses that are derived from all the Villa related streams (ie, social network interractions, sales, visibility of the villa, etc).

bibliography

1. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers by Osterwalder, Alexander & Pigneur, Yves

Cost and Revenue Reference Websites

2. https://www.masterclass.com/?irclickid=w0uyYhQe9xyIWzu2gYQ8PX7wUkAx1lTE22Bt140&utm_source=impact&utm_medium=affiliate&utm_campaign=&utm_content=1317543&utm_term=2234783&irgwc=1

3. https://www.publiceye.ch/en/topics/fashion/what-makes-up-the-price-of-a-zara-hoody https://aamd.org/sites/default/files/document/Art%20Museums%20By%20the%20Numbers%202016.pdf

4. https://event-architecture.com/blog/2018/9/5/is-an-event-sponsorship-worth-the-cost#:~:text=At%20small%2C%20regional%20events%2C%20you,cost%20is%20also%20exponentially%20greater.

5. https://mylakecomo.co/en/events/visita-del-parco-di-villa-erba/

6. https://www.nenebellagio.com/villa-erba-cernobbio/#:~:text=The%20entrance%20 costs%206%2C50,directly%20the%20property%20via%20email.

7. https://thefashionworkshop.com/prices/

8. https://www.coopculture.it/en/products/virtual-videoguide-caracalla-iv-d-with-entrance-ticket-for-caracalla-baths/

9. http://theimclab.com/tickets

10. https://www.llgevents.com/wedding-blog/2021/9/26/best-italy-wedding-venues

Other Reference Websites

11. https://www.archeostorie.it/villa-bernasconi-casa-che-parla/

12. https://www.villabernasconi.eu/cacciatori-botanici/

Employment by activity - Service Sector

PEST ANALYSIS

Foreign travellers expenditure by regions in Italy

BUDGET AND FINANCIAL PLAN

To show the financial performance of the fashion events organized in the Villa and it’s surrounding, we have analyzed the event of the 15th of June organized by XYZ brand and the regular day of 17th of June without any scheduled events, comparing the two gives a clear picture of how the villa operates under two different scenarios.

X.1 Basic Hypothesis

In order to calculate the daily income and costs, we have fixed two prices per participant; one that offers drinks, cocktails and snacks and the other only offers complimentary non-alcoholic drinks. Depending on the decision of the brand, the total price of renting the villa and its surrounding for an event will be calculated according to the total number of hours and time period of the day. In addition to renting the villa, during the days without any scheduled events the participants will be able to visit the villa and shop freely in the fashion store inside. Then we also assumed two different scenarios when referring to the sponsors and other incomes, one with full sponsorship and the other one with no sponsors. This will also help us understand how dependent to sponsors are the events organized by the villa

X.2 Income and Costs Analysis

Income for the event of the 15th of June

The income was calculated according to two options and three time period scenarios, independent to the scenario each event can host maximum of 120 participants. Sponsor income and free donation may vary according to the event; however, the estimated values are calculated by taking the average of each one.

The income was calculated according to two estimated scenarios, a bad one with a total of 600 attendants (mix of visitors and activity participants) and a good one with a total of 1000 (mix of visitors and activity participants).

First Cost Analysis was done for the specific event of the 15th of June mentioned above, an excel file with all the possible cost for event managing was sent to the XYZ brand and they provided the estimations of their participants. Then the estimation were checked and analyzed differentiating the different variable and fixed costs for the event. Table shows the results of the analysis.

Costs for the regular day (without any events) of 17th of June

Second Cost Analysis was done for the regular day (without any events) of 17th of June mentioned above, an excel file with all the possible cost for daily activities. The analysis estimates the day that has both the masterclass and workshop activities are taking place, which would be the day with the most possible costs. Table shows the results of the analysis

revenue references

cost references