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