CONTENTS
Summary/Company Overview
Company History
PESTEL Analysis
Mission Statement
Current Status
SWOT Analysis
Aaker Matrix
Kapferer Matrix
Keller’s Pyramid
Brand Strategy
PART II
Market Overview
Market Size
Future Market Trends
Competitive Landscape
Mental Space // Market Space
Future Consumer Trends
EXECUTIVE SUMMARY
Elevating the brand experience will shift Bottega Veneta from a single product hero, to a silhouette, to an attitude.
Bottega Veneta will be prepared to strategically expend their brand density in order to enhance brand awareness, loyalty, and associations—exploding their brand equity by 2032.
BRAND OVERVIEW
Bottega Veneta was founded in 1966 in Vicenza, Italy by Michele Taddei and Renzo Zengiaro. They are best known for Italian leather craftsmanship, and the intrecciato woven leather goods are amongst the brand’s signature products. Their product mix currently includes handbags, luggage, jewelry, ready-to-wear, shoes, accessories, fragrances, furniture, and home goods.
The core values of the brand include quality, timelessness, contemporary functionality, long-term brand equity, distinctive creativity, understated elegance, minimal advetising, and collaboration.
BRAND HISTORY
Bottega Veneta was founded in 1966 in Vicenza, Italy by Michele Taddei and Renzo Zengiaro. They are best known for Italian leather craftsmanship, and the intrecciato woven leather goods are amongst the brand’s signature products. Their product mix currently includes handbags, luggage, jewelry, ready-to-wear, shoes, accessories, fragrances, furniture, and home goods.
The core values of the brand include quality, timelessness, contemporary functionality, long-term brand equity, distinctive creativity, understated elegance, minimal advetising, and collaboration.
Founded by Michele Taddei and Renzo Zengiaro
First expansion to New York City
Directly operated stores in US, Europe, Asia, Japan
Gain in celebrity and artist following; Andy Warhol film
Bankruptcy; Gucci Group; Tomas Maier appointment
“Bottega's roots tie it to a non-branded philosophy that gave its items a rarefied pith. Advertising with the slogan,
When your own initials are enough, the brand established itself as an understated treasure from an early start.”
In the late seventies, founders Taddei and Zengiaro left control of the brand to Taddei’s former wife, Laura Moltedo.
The eighties marked a high period for Bottega Veneta, when the brand made film appearances and garnered famed clientele. This brand density propelled the brand into popularity amongst the desired crowd, lending back to its exclusive branding.
The nineties gave way to the rise of logomania, and pressured Bottega to give in to the trend. In an attempt to reinvigorate the label, Giles Deacon was appointed as creative director, but did not end up imbuing the spark that Bottega needed to ultimately stand out.
TOMAS
MAIER, CREATIVE DIRECTOR SINCE 2001
Everything was unsuccessful until the company was acquired by the Gucci Group in 2001, and Bottega regained some traction.
New creative director Tomas Maier set out to implement the brand's early ideologies. Stepping away from logos, Maier highlighted the brand's famous Intrecciato weave and focused on more clarified design.
THE ART OF COLLABORATION
“The Italian artisan was the starting point. Today, the collaboration between designer and artisan is at the heart of everything we do.” - Tomas Maier
Starting in June 2018, Daniel Lee held the position of creative director. At the time he had little recognition as a young, British designer, but since his joining Bottega Veneta, the company has been catapulted into the spotlight of must-have fashion.
first collection in February 2022.
STRATEGY OF FOCUS
LUXURY
PESTAL ANALYSIS
POLITICAL
• 1960s marked Italy's post-war transformation from an underdeveloped country to an advanced, highly developed country
• Benito Mussolini was executed by Italian partisans in 1945, which gave rise to a new political era
• Rise of Catholic Church and religious devotion gave rise to Christian Democratic Party
• The Socialist Party entered the government, resulting in protesting throughout the next couple of decades as they supported christian democrats and not communist parties leading to cold war
• Public sectors and trade unions became powerful
• 1969 terrorist activity (bombings) in Milan and Rome stirred social unrest
• High level of political instability resulted in change of government every 1.5 years
SOCIAL
• A rise in GDP dramatically uplifted the Italian culture and lifestyle
• Italy's birthrate fell due to contraception and abortion made legal
• Consumerist society became highly recognized
• Alongside protesting, there was a phase of creativity
• Discrepancy between classes led to social status tension
• Protesting by students and political activists for housing, transport and pensions escalated into riots
• The increased economical and technological changes added to social unrest
• Pay and work-related protests led by factory workers and militant groups increased
• Urbanization and female empowerment were key trends
TECHNOLOGICAL
• Advanced infrastructure led to better roads, transportation supporting the industrial boom
• Third largest automative industry in the world
• Italian television started its mark in 1960s
• Textile mills and manufacturing setups in other industries became technologically advanced
• Exports from Italy gained momentum
• 1960s witnessed some of the most iconic motorcycles in history to date
ART & LITERATURE
• "La Dolce Vita" was an iconic movie that gave an upper edge for Italian film industry
• Self-employed artisans’ income boomed
• Rise of Pop, Minimalism, Feminist and Performance Art
• Magic of “Italian charm” peaked for architects, designers, artists
• Artists were enabled and inspired by Italy’s economic boom
• The anti-design movement took place which prioritized functionality over aesthetics in products
MISSION STATEMENT VISION
To embrace a core philosophy of style, innovation and luxury, applied to a full offer for women, men and home.
To grow without losing the intensity, the quality, and the sensibility that distinguishes Bottega Veneta.
CURRENT STATUS
• 261 stores worldwide
• A brand with no logos, secondary lines, or advertising
• Intrecciato woven leather, a subtle triangle logo, focus on iconic green color
• Experiential retailing in flagship stores
• Focus on unique CRM tool elevating direct marketing
• Collections continue to focus on elegance, quality and sophistication
• Replaces fashion shows with secretive salons for exclusive customer experience
• Channels: direct stores, large format stores, and online
Strengths
Opportunities
Brand density
Identifiable intrecciato weave
Cult and celebrity/artist loyalty
Accessories category
Italian origin and brand legacy
Timelessness
Appeal to a younger demographic
Connecting with Web3
Celebrity endorsements
Personalized customer relations
Website revitalization
Changes in creative directorship
Reliance on leather goods category
Limited product portfolio
Shortage of skilled labor
Rising cost of goods
Logomania popularity
Ostentatious fashion trends
Increasing importance of digital presence
ISSUED BY BOTTEGA: SECOND EDITION
Intrecciato weave
Bottega Green
Minimalist aesthetic
Accessories category
Quality craftsmanship
Leather goods
Poised
Sophisticated
Understated
Subtle
Discrete
Connoisseur
Empowering imagination
Unity, diversity
Audacity, responsibility
Exclusive
Valuable
Italian
Reliable
Logoless
Bottega Green
Intrecciato weave
Pouch bag
Knotted leather
Square-toe shoe revival
“BOTTEGA VENETA IS A NAME OFTEN UTTERED BY
INDIVIDUALS
who stay consistently upto-date on the very latest in high fashion and luxury”
Physical
Craftsmanship
Intrecciato
Bottega Green
Stealth wealth
Refined, discreet
Minimalistic
Personality
Relationship
Exclusive
Non-commercial
Strong connection with creators
Italian
Discretion
Craftsmanship
Functional
Artisanal
Luxurious
Elegant
Reflection
Classic
Chic
Timeless
Self-Image
UNIQUE REVELATION BELIEF SYSTEM
A fresh perspective and a new sense of modernity
DISTINCTIVE LEXICON BRAND RITUALS
Intrecciato woven leather goods, Bottega Green, the Knot
“Your own initials are enough”; quality; bold yet refined
Personal styling and secret salons, champagne services
LUXURY GOODS MARKET OVERVIEW
• Projected to grow worldwide from $313 billion to $388 billion in 2025 (USD)
• High Net Worth Individuals (HNWI) is set to rise by 47 million people by 2023
• Key Players: LVMH, Kering & Richemont
• Cross-genre luxury collaborations will continue into the future
• According to the BCG Luxury Market Model, 75% of the 2018-2025 market growth is expected to come from Chinese consumers
The luxury leather goods segment has the highest growth potential with 33% from 2019 to 2025
KEY PLAYERS STRUCTURE
KEY PLAYERS BRAND VALUE
million
million
million
million
Louis Vuitton
Chanel
Hermes
Gucci
$47,214
$37,006
$30,966
$25,274
LVMH and Kering contribute to ~50% of the luxury leather goods market share
LEATHER GOODS TRENDS
• DIOR heritage and American culture rub shoulders at the Brooklyn Museum exhibit
• LOUIS VUITTON celebrated the Capucines Bag with french actress Léa Seydoux
• DIOR 2022 Cruise collection with haute couture range taken at Parthenon 1951
• FENDI created ‘Hand in Hand’ initiative, partnering with local artisans
• LOEWE collaborated with studio Ghiblicollection offers entry into animated film's fantastical world with clothes and accessories designed by Loewe artisans.
LEATHER GOODSREVENUE WORLDWIDE
($USD BILLIONS)
Revenue in the Luxury Leather Goods segment amounts to $73.96 Billion in 2022. The market is expected to grow annually by 4.36% (CAGR 2022-2027).
MARKET
OVERVIEW
Asia Pacific dominates the market region comprising of almost 40%, followed by Western Europe and North America
Revenue:1503 Million Euros
263 Directly Operated Stores
BOTTEGA VENETA: CURRENT STATUS
Where it was once all about status, logos and exclusivity, luxury brands are now actors in social conservation, driven by a renewed sense of purpose and responsibility.
- Claudia D’Arpizio, partner at Bain & Company
RETAIL TRENDS
“2030 will be industry of insurgent culture and creative excellence”
Redefining brand purpose
Digital Boom: AR/VR, metaverse
Experimentation with NFTs, Web 3
Second-hand luxury
Social shopping
Sustainability, products with a purpose
Visual supply chain maps
Decouple growth from volume increases
47% of luxury shopping is during travel and at airports
Personal fulfillment and happiness is the key reason for shopping symbolic status
Personalization, experiential retail and brand experience across channels
Returning to roots: importance of origin and provenance
Luxury consumers want to indulge themselves with their purchases
Internet plays a key role in information sharing for consumers
Brands are investing in retail stores and manufacturing
Revenue by Segment
LUXURY SEGMENTS
• Revenue in the Luxury Goods market amounts to US$349.10bn in 2022
• The market is expected to grow annually by 3.72% (CAGR 2022-2027)
• The market's largest segment is the segment Luxury Fashion with a market volume of US$109.70bn in 2022
• In the Luxury Goods market, 20.8% of total revenue will be generated through online sales by 2022
Online vs Offline
OTHER LUXURY SEGMENTS
Cosmetic and Fragrance Revnue Watches and Jewelry Revenue
Luxury Fashion Revenue
Luxury Eyewear Revenue
Hermes has grown from 5,763 million (2019) to 8024 million euros (2021)
Fashion ready-to-wear is the highest growing segment
COMPETITION
EXCLUSIVE ACCESSIBLE
Hermes
Chanel
Armani
Loewe
BOTTEGA VENETA
Louis Vuitton
Burberry
Ralph Lauren
Saint Laurent
Balenciaga
Dolce & Gabbana
Celine
Dior
Miu Miu
Prada Gucci
• Celine is a luxury French fashion house founded in 1945
• Subsidiary of LVMH
• Core competencies: balance of femininity and modernity; simple yet innovative
• Believes in subtle yet sophisticated luxury
• $364 million in revenue
• 178 stores worldwide
• 4 collections a year
• Record year for RTW in 2021
• Launched a sun-kissed collection against the backdrop of 2022 women's fashion show, creating a lot of media buzz
• Founded in 1846, Loewe is a luxury house founded in Spain with $341 million in revenue (USD)
• 150 stores worldwide
• Core competencies: Spanish leather expertise, obsessive focus on craft, and quirky aesthetic
• Under Creative Director Jonathan Anderson:
• Mens and women's collection
• Loewe foundation
• Paula’s Ibiza collection
• Iconic Puzzle, Hammock & Gate bags
• Online sales contributes almost 30%
• The Surplus Project for recycling leather
• Founded in 1961 in Rive Gauche, Paris, France
• Revenue: USD $3 billion (2022)
• 268 directly operated stores
• Leather goods: 72%; RTW 12%; Shoes 9%; Accessories 7%
• Core competencies: season-less strategy, bridging art & fashion, targeting youth
• Key success factors: investment in retail, consistency with brand image, and increased brand awareness
• Quilted Leather bags like Lou crossbodies & Niki envelope totes are revenue drivers
• Hermes is a French luxury brand
• Key success factors: Differentiation through high-quality products with limited accessibility
• Core Competencies: Flawless craftsmanship, legacy, Quest for detail, exceptional know-how
• Family run, 51 production sites, 5600 artisan, 306 stores in 45 countries
• Focus on sustainability & responsible development
• Iconic products include the Birkin and Kelly bags
• (2021) 9 billion Euros in revenue (up by 42%)
• Asia and America are the leading markets, with sales growth of 44%
• Leather goods & saddlery (+29%)
• Savoir-faire (Hermès school of know-how)
• Ready-to-wear and accessories grew by 59% and 44%, respectively
• Silk (49%), textile business (15%), perfumes (47%), beauty (19%), watches (77%), jewelry (57%) and homeware (95%)
• 2021: Hermes bets on mushroom leather
GROWTH POTENTIAL
• Coherence with brand purpose
• Enrich brand associations, synergetic strategy
• Circular fashion
• Merger and acquisitions
• Co-branding and partnerships
• Line Extension: trading up core products e.g. backpacks and travel bags
• Brand Extension
• Connoisseur to star brand
• Build on geographical and cultural coherence
OPPORTUNITIES
• Opportunity to expand in the US, China, and Japan
• Untapped business potential:Expansion in product categories like fashion, fragrances, and watches
• Luxury collaboration with art to increase symbolic and emotional connections
• Beyond green color and create a diverse portfolio
• Technological advancements in store
• Brand collaboration limited collection to penetrate in growing markets
• Create virtual scarcity-limited editions
CHALLENGES
• Lack of resources for growth, e.g. diverse product portfolio
• Obsolescence and loss of relevance
• Too much dependency on a single category (luxury leather goods)
VALUE PROPOSITION
Highly coded luxury, extraordinary craftsmanship + materials, and contemporary functionality + comfort.
CORE COMPETENCIES
• Difficult to imitate signature intrecciato leather weaving
• Highly controlled distribution model
• Superior design and retail services
COMPETATIVE ADVANTAGE
• Italian origin and rich brand heritage
• Operates a school that teaches leather technique to prospective artisans
• Lack of social media presence creating interest around the brand
BRAND PURPOSES
• Artistic expression—high level of creativity
• Pursuit of excellence—dedication to craftsmanship
• Pursuit of uniqueness—experimental and original
KEY SUCCESS
FACTORS
• Unique take on sophistication, glamour, elegance, and discretion
• Lack of logo and coded symbolism (e.g. intrecciato)
• Focus on creativity and modernity to attract a larger market share
MARKET SPACE // MENTAL SPACE \\
Young; trendy; influenceable
Connoisseur; understated; chic; mature; established; VHNWI
VALUE PERCEPTION
VARIABLES OF PERCEPTION
DEMOGRAPHICS
• Women ages 25-45
• Men ages 30-55
• Located in Europe, Northern America, and Asia Pacific
• High level of disposable income, typically a minimum of $150,000+
• Spending typically correlates with a higher level of education (college education or higher)
PSYCHOGRAPHICS
• Sophisticated, confident, self-assured
• Outgoing and energetic
• Calm, cool, collected
• Constantly working towards a well-rounded and worldly perspective
• Finger on the pulse
• Prioritizes travel and new experiences
• Interested in brands that offer unique products and lasting value
COMMUNICATION
• As a connoisseur brand, Bottega’s objective is to showcase excellence and inform the core consumer
• Private and discreet code
• Conceptual
• Dominant (e.g. Bottega Green)
• Avant garde
• Ethnocentric
TRENDS
• Middle-class explosion: spending will almost triple by 2030
• Millennial takeover, shrinking household size, women in the workplace, urbanization, rich becoming richer
• Economic power shifts: China’s real GDP could exceed US real GDP by 2030; world’s two largest economies
• Rising labor costs, economic interconnectedness, cryptocurrencies
• Technology advancements: by 2030, ~3 out of 4 people will own a connected mobile device, further connectivity
• Big data, digital profiles, social-media-driven consumption, virtual realities, AI, omnipresence of the internet
• New patterns in personal consumption: explosive sharing economy, demand for customization, shifts in discretionary spending, focus on health and wellness, buying local, increase in convenience
ONWARD
• BOTTEGA VENETA creates an emulation of luxury archetypes with multiple adoptions which creates a greater coherence with the brand purpose to build strong brand equity.
• BOTTEGA VENETA creates a strategic roadmap to broaden brand awareness, and build stronger brand loyalty and unique brand associations.
Code of Ethics
Inspired by Italian culture with a global outlook, Bottega Veneta is defined by a distinctly refined attitude.
BRAND PURPOSE
Vision Statement
To create exclusive, considered pieces that become a part of the consumer's lives and dreams.
Mission Statement
Bottega Veneta embraces a core philosophy of style, innovation, and luxury, applied to a full offer for women, men,
Artistic expression
High level of creativity
Pursuit of excellence
Italian craftsmanship (intrecciato leather weaving)
Uniqueness
Experimental + original
Market domination
Signature weave + color
Societal contribution
Operates a school that teaches leather techniques to prospective artisans; 30% of sales donation for St. Mark’s
Basilica restoration
• Elevating emotion and handcraft over technology obsession
• Increase brand awareness and brand loyalty by strategically enhancing the consumer experience
• Celebrate subtlety, discretion, joy, and sensuality
“I want to connect with an Italian pedigree. Root it back to Venice dance, art and cinema. Expand Bottega Veneta’s product portfolio while keeping its values, vision, and mission the same”
-Matthieu Blazy
PRODUCT
• Supply-side rarity: limited output and limited presence
• Virtual scarcity: No social media presence
• Unique know-how: Italian craftsmanship (intrecciato leather weaving)
• No customization and personalization
• Cultural coherence: Italian origin
• Design and ideation: each bag and product has 8-10 steps unique processes
• Materials: sourced from Italian suppliers
LUXURY GRADIENTS
EXTRA LUXURY
LIFESTYLE LUXURY
ENTRY LUXURY
PRODUCT - 2032
• Increase Ready to Wear share from 9% to at least 20%; projected to grow by 30%
• Introduce smartwatches in collaboration with Apple and intrecciato leather wristbands
• Launch iconic fragrance with the intrecciato weave texture on the glass with Bottega green branding; projected to grow by 40%
• Line extension: trade up core products to backpacks and travel bags
• Continue to connect with Italian heritage brands; launch exclusive jewelry inspired by Murano & Burano
PRODUCT LEATHER
• 2023: Biodegradable leather
• Vegea: A leather-like material made from grape waste left over from wine production
• Cactus or mushroom-based leather
• Bolt’s thread Mylo-Mycelium bacteria
• The circular leather fashion program
PRICING
• Introduce a larger volume of travel bags and backpacks priced at USD $9800+
• Increase pricing of limited editions to build a bandwagon effect
• Increase the prices of core products (leather goods) and best sellers
• Offer personalization for an additional price
• Extravagant pricing for artsy collaborated collections
• New products and categories priced higher than competition during launch
PLACEMENT
• Personalization: extravagant, private settings for elite customers at the store
• Manage digital exclusivity for loyal consumers
• Product diversification
• Art collaborations for limited editions and available only at selected stores
• Website revamp: storytelling and product information; create visual supply chain maps
• Create a designated secondhand platform for resale
CONCEPTUAL STORES
SCUOLA DELLA PELLETTERIA TOUR
BRAND ASSOCIATIONS
WAVE MURANO GLASS BY ROBERTO BELTRAMI
PAOLO CREPAX MURANO GREEN GLASS VASE
PLACEMENT AR
• Experiential shopping
• Introduce AR/VR technologies
• Metaverse collaborations
• Enrich brand associations
• After-sales customer service
• Resale stores
• Revamp omnichannel services
• Highly controlled distribution
• Experiential shopping
• Introduce AR/VR technologies
• Metaverse collaborations
• Enrich brand associations
• After-sales customer service
• Resale stores
• Revamp omnichannel services
• Highly controlled distribution
THE MAZE
SEOUL, KOREA
PROMOTION
• Collaborations with Italian origin brands for limited collections
• Societal influence - charity, fundraising
• Community building
• Participate in fashion weeks and shows with a diverse portfolio
• Create a state of art museum open to the public for all the vintage pieces display
• Collaborate with tech products like Apple x Bottega
• Nike x Bottega Veneta
• Sustainability
• Outdoor, print and digital with art twist
PEOPLE
• Focus on the core consumers: “The Connoisseurs”
• Build cultural coherence
• Celebrate the brand heritage and the best artisans and employees
• Organic Brand Ambassadors who naturally fall into a consumer profile
• Create employment opportunities for artisans and trained a skilled workforce
• Speak Founders vision in all processes and brand imagery
Experiential retailing
Invisible pop-up stores
Revamp website Line extensions Geographical expansions
Immersive museum AR/VR stores; metaverse
Brand extension watches & fragrances; art collaborations Brand extension; Fashion Week Resale platform
Movie and brand ambassador; brand collaborations
KEY SUCCESS FACTORS
• Revamp product portfolio
• New leather
• Celebrating brands roots and legacy
• Geographical expansion
• Target growing markets
• Elevate core product
• Increase brand loyalty & awareness
• Maximize brand associations
• Leverage brand density
• Digitalization
OPPORTUNITIES THREATS
• Revamp product portfolio
• New leather
• Celebrating brands roots and legacy
• Geographical expansion
• Target growing markets
• Elevate core product
• Increase brand loyalty & awareness
• Maximize brand associations
• Leverage brand density
• Digitalization
• Loss of relevance and consumer interest
• Decrease in the demand of the leathers goods and handbag categories
• Changing behavioral trends from luxury consumers
CONCLUSION
Bottega Veneta has a strong brand density which can be used to generate a net increase of the overall brand equity. Managing the brand correctly will facilitate a smooth transition from connoisseur to star brand.
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