Max Mara Project

Mara by Max Mara FALL/WINTER 2012

By Lindsay Rozynek

Agenda Brand Background Fall Winter 2012 Collection Logistics and Financials Marketing

Business Opportunity

Max Mara

Mission • Upscale, luxury Italian women's fashion house best • Creating high-quality design-forward clothing, fabric, and craftsmanship • Consistent fits and detailing that reflect our customers affluent and active lifestyle • Price sensitive

“Our reputation, brand, and pledge, is built on a simple but strong foundation.

Commitment, a sense of belonging, entrepreneurship, and managerial skills are the main values on which Max Mara's success is founded. All this has allowed passion, innovation and creativity in the women's fashion sector to express itself and continuously develop within precise style identities.”

Vision Our growth strategy emphasizes the following: 1) Continuing to build on our core strengths 2) Capitalizing on our state-of-the-art positioning in fashion, innovation and product quality 3) Maintaining a strong momentum in ready-to-wear apparel 4) Expanding our store base 5) Building our eorts of brand imaging 6) Expanding our brand, exploiting new opportunities in additional product avenues

Social • Support development and growth of graduates • In-company and onfield training • Giulia Maramottie Foundation • Partnerships with school’s and universities

Nordstrom Partnership

Brand Awareness

Profitability

Store traďŹƒc

Goals

SWOT Analysis

STRENTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Strengths • Good brand perception • Women’s apparel dominance in the USA & Europe • Strong US and Europe retail presence • High quality products

Weaknesses •Retail items currently thought to be available only at Max Mara stores •Currently no e-tail presence •Perceived mainly as a clothing brand

Opportuni)es By expanding into the accessory market…

• Target next generation females • Improve brand perception • Expand retail, e-tail presence, and positioning via Nordstrom and ecommerce • Continue consumer price sensitivity • Expand the brand’s positioning beyond apparel

Threats •Incapability to connect with next generation female •Larger competitors on e-commerce •Unfavorable economic outlook

Product Concepts

Who is Mara?

Insert customer picture

Polished Versatile Timeless Feminine

DNA

Palette

Fall/winter 2012

Cost Retail Price $230-$340

Where is Mara?

Fixtures

Phases of Business Sales

3rd phase; 35%

1st phase; 40% 1st phase 2nd phase

2nd phase; 25%

3rd phase

Marketing Plan • % of Marketing Budget: 20% • $ Marketing Budget: $151,776

$2,276 Close Out Phase; 8% Maintenance Phase; 37% $11,383

Intro Phase Intro Phase; 55% $16,695

Maintenance Phase Close Out Phase

Promotional Plan

Objectives Mara’s main objectives are to increase customer awareness and buzz about the new line, create in store traďŹƒc, increase sales revenue, project price competition, and continue to keep customers excited about our products.

A GLOBAL CELEBRATION

Fall/Winter 2012 Advertisement

Fall/Winter 2012 Coupon

PromoDonal Schedule Social Media Launch Party AdverDsements Splash Page

June

July

August

E-­‐mail Blasts Rewards Program E-­‐commerce

Social Media WWD AdverDsement

August

Sept

Oct

Red Cross Charity Event E-­‐mail Blasts Coupons

Nov

Dec

Projected Promo Budget Intro Phase • Total Expenses: $16,640 • Budget: $16,695

Maintenance Phase • Total Expenses: $11,383 • Budget: $17,074

Close Out Phase • Total Expenses: $300 • Budget: $2,276