Thesis
2011
Fashion Marketing & Communication
Maria Estegneeva
Brand Development
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano
Roma
Torino
Venezia
Firenze
Cagliari
Madrid
Barcelona
S茫o Paulo
Thesis
2011
Fashion Marketing & Communication
Maria Estegneeva
Emerging markets- Opportunity Eastern Europe Western Europe
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano
Roma
Torino
Venezia
Firenze
Cagliari
Madrid
Barcelona
S茫o Paulo
Thesis
2011
Fashion Marketing & Communication
Maria Estegneeva
Russia
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano
Roma
Torino
Venezia
Firenze
Cagliari
Madrid
Barcelona
S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Discover
4 Ds Describe
Decide
Deduce
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Discover
new Russian consumer
4 Ds Describe
her preferences
Deduce
Decide
how to attract her
how to adapt Jose Castro Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
The new market now is about quality, luxury, craftsmanship. Brand name is not enough for Russians any more. Leather is a fetish in Russia. Lined with fur, the look has become synonymous with Russian clothing. Russian women wear dresses or skirts and blouses and love to flaunt high heels.
They want more customization, limited editions of everything, and “impossibleto-get” products and services.
The main tendency here is again growing trend of individuality. Exclusivity is more interesting than just universal luxury products Russia have the greatest top-of-mind awareness of foreign luxury brands ...the Russian luxury market is more European in nature. People don't think about tomorrow. They want everything today. It's not because we're materialistic. It's because we're romantics and idealists. Dossier p.41
Istituto Europeo di Design. El network internacional de formación en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona São Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Professional but creative and charismatic
Art + marketing
Public opinion
Glamour off
Niche designers
Business of fashion
Concept stores
Dossier p.41 Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
400 new clients in East Europe = 25% of all annual volume of sales
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
How to get the market?
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
in 3 years
Jose Castro in Russia top of a mind Spanish niche designer with middle-premium price
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
1 year Creating international brand appeal
2 years Entering Moscow fashion environment
3-4 years Further expansion & independent brand management
Dossier p.139 Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
How to reach the target physically?
Concept store
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Jose Castro
showrooms
cities
concept store
new Russian consumer
Dossier p.111 Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
3 steps to achieve consumer physically
Jose Castro
showrooms
cities
concept store
new Russian consumer
Dossier p.111 Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
3 steps
Jose Castro
showrooms
MC Diffusion Paris
Tsolo, Peachoo + Krejberg, Army Fur, Avtandil, Ground Zero, Sharon Wauchob
cities
concept store
new Russian consumer
CD Network New York (US & Canada sales territories)
Yves Salomon, Massimo Alba, Mugler, Nili Lotan, Vanessa Bruno, Golden Goose.
Dossier p.112
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
3 steps
Jose Castro
showrooms
cities
Strategic market
Main Market
concept store
new Russian consumer
• Moscow
• St. Petersburg • Kiev
• Warsaw Secondar • Prague y Market
Dossier p.115
Istituto Europeo di Design. El network internacional de formación en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona São Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
3 steps
Jose Castro
showrooms
cities
concept store
new Russian consumer
• Moscow :Mood Swings, Tsvetnoy Central Market • St. Petersburg: Fashion Factory • Kiev: Sahanut, Invoga • Warsaw: Likus concept store • Prague: Simple concept store
Dossier p.115
Istituto Europeo di Design. El network internacional de formación en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona São Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
3 steps
Jose Castro
showrooms
cities
concept store
new Russian consumer
Dossier p.116 Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
How to reach the target mentally?
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
3 tactics to achieve the consumer mentally… Product adaptation
Jose Castro
Countryorientated promotion
New Russian consumer
Price expectations
Istituto Europeo di Design. El network internacional de formación en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona São Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Country-orientated promotion Promotion PR •Professional and trend •Visit of the most setting online platforms relevant event for Jose •Celerity choice of Jose Castro brand values as Casati Ball Castro outfit for the events •Sunday up Market! •Gifts for key-bloggers with a collaboration of Tsvetnoy Central Market for Jose Castro master class
Collaborations •Collaboration for videos and lookbooks with Russian trendsetters & celebrities
Dossier p.126 Istituto Europeo di Design. El network internacional de formación en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona São Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Country-orientated promotion
Dossier p.126 Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Product adaptation Climate New Russian preferences The most awarded collections by press Targets of the stores
Dossier p.101 Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Price preference Guarantee of exclusivity Differentiating it in terms of items Average selling price 340 -355 Euros Similar to competitors`
Rodarte, Olivier Theyskens, Rochas, Zac Pozen Derek Lam, Adam, 3.1 Phillip Lim, Rick Owens Zero+MariaCornejo, Isabel Marant, Vanessa Bruno Acne, Zadig & Voltaire, Antik Batik, Delgado Buil
Jose Castro
Opening Ceremony, Cheap Monday Dossier p.106 Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona S茫o Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Finance and ROI •Investment 240 000 Euros •Revenue (1 year)173 000 Euros (498 garments) •Break even point 773 items per year •First profit of 36 000 Euros in 2014-2015 years •Target estimation: 400 new clients in East Europe (=25% of all annual volume of sales) + brand awareness, brand expansion, international appeal and higher level collaborations, controlled marketing mix and thus exclusivity
Dossier p.154 Istituto Europeo di Design. El network internacional de formación en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona São Paulo
Thesis| 2011| Jose Castro| Fashion Marketing & Communication |Maria Estegneeva
Key-learnings: New era: online promotion –concept stores – trendsetters Russians` brand-education as the cultural desire “not to be worse and even different from foreigners” Step by step, respecting time and thus evoking credibility from customers and brand equity
Istituto Europeo di Design. El network internacional de formación en Design, Moda, Visual Communication y Business Design Milano Roma Torino Venezia Firenze Cagliari Madrid Barcelona São Paulo
Thesis
2011
Fashion Marketing & Communication
Maria Estegneeva
Thank you for your kind attention!
Istituto Europeo di Design. El network internacional de formaci贸n en Design, Moda, Visual Communication y Business Design Milano
Roma
Torino
Venezia
Firenze
Cagliari
Madrid
Barcelona
S茫o Paulo