VALUE & PRICE
CHIEHYI, LIN YIWEN, SHAO YISHAN, WEN
Diego Della Valle transformed his family business into an industrial company - Calzaturificio Della Valle D.S.p.A.
Filippo Della Valle started a shoes factory in the Marches region of Italy
1900’s
Diego Della Valle designed the iconic Tod’s Gommino shoes model
1970
1978
1983 1996
1979
Giovanni Agnelli wore the Gommino shoes for a television interview
2018
The company changed their name to just Tod’s
Tod’s set up an experimental workshop called No_Code . The D bag was born
Brand Timeline
ANNUAL SALESB/€MN
600
599 559 515.7
450
509.6 461.8
300
305.9
150
0 2015
2016
FINANCIAL SITUATION & RETAIL FORMATS
2017
2018
2019
2020
TOD’S IMAGE Italian attitude with modern style Outstanding aesthetic leather and craftsmanship Casual, craftsmanship, heritage, elegant, comfortable
SHOES RTW
BAG
ACCESSAORIES
JUNIOR
BRAND IMAGE / PRODUCT OFFERING & ARCHIVE ITEMS
2010 FW D-BAG 2015 SS CAPE BAG
PASSEGGIATA
LIDO ISLAND
TOD’S INSPIRATION
TOD’S FOUNDER
LIFE
CORE VALUE: Connect the Italian elegance and Italian lifestyle with passeggiata TOD’S LIFE
NEW RETAIL FORMAT IN BRAND STORYTELLING AND CUSTOMER JOURNEY
ENTER TOD’S LIFE
MAP
LIFE
TOD’S LIBRARY
ONLINE TOD’S LIFE- PLAY YOUR VISIT
ENTRANCE
COURTYARD CAFE
MAP
INNOVATIVE RETAIL FORMAT & CUSTOMER JOURNEY
TOD’S LIBRARY
CUSTOMER JOURNEY:
1. IMMERSION
4. LIVE THE TOD’S LIFE
3. PURCHASE
TOD’S ARCHIVE / ICONIC PRODUCT
SELLING AREA
TAILOR MADE
1. UNDERSTANDING
FITTING ROOM
COURTYARD CAFE
LIMITED EDITION / ICONIC PRODUCT / REVIVED ITEM
ITALIAN MOVIE STAR
STORYTELLING INTEGRATION AND CUSTOMER JOURNEY
DAILY LIFE OCCASION OF USE
MIDDLE-HIGH CLASS
GEN Z, MILLENNIALS CUSTOMERS
UNIQUENESS
HERITAGE, COMFORTABLE,MODERN,ELEGANT PRODUCTS
DIGITAL NATIVES SELFEXPRESSION
UPDATED 3D BUSINESS MODEL & ID CLIENT DEFINITION
AUTHENTICITY
COMMUNA HOLIC
UPDATED VISION, MISSION, VALUES
POSITIONING MAP HERITAGE
VALUES
INNOVATIVE
Strengthen brand storytelling MISSION implemented on omni-channel with new retail format
DISCREET
VISION
Express the rich heritage with contemporary vision, bring the future to customer
Italian lifestyle/ Craftsmanship/ Made in Italy/ innovation/ Sustainable
MODERN
UPDATED V M V & POSITIONING MAP
12.5M
4M
STOCKROOM
RETURN ON STORE INVESTMENT:
BACKOFFICE
YEARS
COURTYARD
8M
NET SELLING AREA
NET SELLING AREA
10M
20M
4.6
BREAK EVEN POINT: 2.8M
TOD”S LIBRARY
25M
MONTHS
10.3
TOTAL INVESTMENT EVALUATION: €2,065,800.00 TOTAL RENT: €600,000.00 TOTAL REVENUE: €3,282,786.89
RETAIL BUDGET
STRENGTHS Rich heritage and respect ethical values
WEAKNESSES Lack of rejuvenated products and market competitiveness.
OPPORTUNITIES Re-focus on the local Italian lifestyle
THREATS Weakness of domestic market, currency fluctuation.
SWOT
Varun Jagger Follow. (2016, May 03). Digital communication CAMPAIGN TOD'S. Retrieved March 09, 2021, from https://www.slideshare.net/ VarunJagger/digital-communication-campaign-tods Tod's re-branding - a strategic risk or a Promising move? (n.d.). Retrieved March 09, 2021, from https://fashionbi.com/newspaper/tod-s-re-branding-astrategic-risk-or-a-promising-move 包包. (2019, November 04). 【經典紅什麼】什麼樣的包讓黛安娜、梅根都瘋狂？揭曉 TOD'S「D Bag」熱賣 20 年的原因：都是因為「這項堅持」⋯. Retrieved March 09, 2021, from https://www.juksy.com/archives/95807 Tod's 集团2020财年财报：受疫情影响，全年销售额连续第五年下降. (n.d.). Retrieved March 09, 2021, from https://luxe.co/post/137036 Shobert, E. (2020, December 16). A case STUDY: Bottega Veneta's success by the numbers. Retrieved March 09, 2021, from https://stylesage.co/ blog/a-case-study-bottega-venetas-success-by-the-numbers/ Tod's launches 'Sartorial TOUCH' ultra LUXURY concept at flagship store in milan • italia Living. (2013, June 24). Retrieved March 09, 2021, from https://italialiving.com/articles/fashion-style/tods-launches-sartorial-touch-ultra-luxury-concept-at-flagship-store-in-milan/ Investor Relations - Financial Releases | Tod’s SPA.(n.d.). Retrieved March 01, 2021, from https://www.todsgroup.com/en/investor-relations/financialrelease Blanks, T. (2021, February 28). Walter Chiapponi's TOD'S CHALLENGE. Retrieved March 09, 2021, from https://www.businessoffashion.com/ opinions/luxury/walter-chiapponis-tods-challenge Retail balance point.xlsx. (n.d.). Retrieved March 09, 2021, from https://docs.google.com/spreadsheets/d/1j6b8snh4CIxWaUf7CaEOP6X2skWqZi-h/ edit#gid=509396391 Negozi in affitto Capri. (n.d.). Retrieved March 10, 2021, from https://www.immobiliare.it/affitto-negozi/capri/?criterio=rilevanza Negozi in affitto IN Zona Lido di Venezia, Venezia. (n.d.). Retrieved March 10, 2021, from https://www.immobiliare.it/affitto-negozi/venezia/lido-divenezia/?criterio=rilevanza ⾒學館編輯團隊. (2018, March 13). 經典回⾸，義⼤利⽪⾰霸主tod's傳奇（上）. Retrieved March 10, 2021, from http://www.housearch.net/to/read? id=367 Analisi SWOT TOD'S S.P.A. (n.d.). Retrieved March 10, 2021, from https://www.docsity.com/it/analisi-swot-tod-s-s-p-a/5836635/ Sorry this browser is not supported. (n.d.). Retrieved March 10, 2021, from https://virtualtourguccigarden.gucci.com/#/en/piano-0/neon-1 Please update your browser. (n.d.). Retrieved March 10, 2021, from https://www.canva.com/design/DAEYTPqv7VQ/share/preview? token=NvBVLZ6Aob2hRCKjvVFuag&role=EDITOR&utm_content=DAEYTPqv7VQ&utm_campaign=designshare&utm_medium=link&utm_source=sha rebutton
BIBLIOGRAPHY AND SITOGRAPHY