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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


Thesis Project