The brand history: at the beginning :
Sergio Rossi learned the art of shoe making by working beside his father.
He established his own brand in the 50's at San Mauro Pascoli.
He created shoes for urban and sophisticated customers.
Demand increased during the 60's and 70's while Italy's quality shoe market exploded.
International development :
In the 80's Sergio Rossi's success allowed him to go beyond his own borders.
He expanded his distribution network in Europe by opening his DOS in Milan, Florence, Rome, Düsseldorf and Paris.
In the 90's he opened independent stores in Osaka and Hong Kong and his first sales outlet in the US in New York.
Shoe collections for some of the most visible creators: Gianni Versace, Azzedine Alaïa and Dolce&Gabbana.
Perspective to enter into the market of mainland China :
Opportunities :
Competition between shoemakers in Mainland China is not as intensive as in HK because the market is not highly diversified and saturated, especially for high-end footwear. Even though Ferragamo, Jimmy Choo and other traditional prestigious shoemakers entered this market several years ago, they still haven't constructed a framework of high competitive advantages. For other luxury multi-product brands as LV, Gucci, Prada, they still focus on their core businesses
Challenges :
Immature and complicated market (sales and logistics, culture and training, location); long-term on return of investment; no brand image; sales staff quality
On conclusion, this market is promising but not promised; it takes more time to enter.
[...] Most of the territory covered by On Pedder is not or very little developed, in particular Mainland China Keep relationship with On Pedder Pros Take advantages of the leading position of Imagine X group in HK New consumer exposure/more precise market feedback Cons Multi-brand strategy of Pedder group will make Sergio Rossi difficult to be differentiated in HK market Contradictions among brands in Pedder Group: brand competition, position in the market, promotion and sales methods, wrest customers from each other Ex: Pedder Red If keep, how to improve the relationship with On Pedder Repositioning the brand in HK market Negotiating the licensing contract with On Pedder: Enhancing brand Image should be done by Sergio Rossi itself through PR policies Elaborating rational sales revenues in HK to push Pedder group to find more retailers or wholesalers in HK, not just limiting on Lane Crawford and On Pedder Boutiques Find new partnership Pros Increase the importance of Sergio Rossi in the portfolio of the new sales agent. [...]
[...] DOS, franchise stores, duty-free boutiques, department stores in major markets throughout the world Gucci Group is owned by PPR, a global player in retail and luxury goods. About Gucci Group Figures: World's 3rd largest luxury goods group 2003 Revenues: 2,587 M 2003 Employees: 11,254 throughout the world A specific role for each brand Sergio Rossi and the competition A very competitive market but three main competitors: Jimmy Choo Manolo Blahnik Bottega Veneta Sergio Rossi distribution policy 13 DOS in DOS in 2005 About 500 points of sale worldwide which include specialty and department stores As for I.Guichot, Sergio Rossi has neglected its wholesalers. [...]
[...] Focus on driving to break even by 2008 of SERGIO ROSSI Distribution models PR policy PR Policy Concrete Proposals Build the own brand image and increase the band awareness in China: Sexy, Noble, Classic, Mysterious Advertisement Magazine to promote culture, products quality and service Magazines recommended: Elle, Vogue, Marie-Claire Launch own magazine and distribute it to some villa communities and high class office buildings Internet: e-luxury Promotion activities VIP Party to get loyal customers and promote brand history Fashion shows in luxury hotels, airports or DS to spread brand image Sponsorship of some high-level sports or entertainments activities such as MTV Asian Awards, Elite international Model look or some tennis and golf contests. [...]
[...] Communication policy Sergio Rossi shoes known for their unusual style and exceptional quality Key words: innovation and quality I.Guichot: mission is to enrich and strengthen Sergio Rossi DNA and convey it on a broader scale” No need for ready-to-wear but introduction of bags and a customized selection of shoes Global analysis of luxury market in China The size of China's luxury market Main growing factors Defects of China's luxury market Chinese Consumer behavior The size of target market China's retail market Luxury brands chase emerging countries Defects of China's luxury market Luxury shopping malls in shanghai Three on the Bund In a historic building on the Bund square meter A contemporary fine living where art, culture, food, fashion and music converge to inspire a richer life Integrate project of 4 unique restaurants floors of exquisite fashion store, the Evian SPA, SH gallery of Arts and a music lounge Dragon Attack-Cartier Cartier among China's top luxury brand Jewellery is presented in 9 cities : Guangzhou, Shanghai, Beijing, Qingdao, Hangzhou, Ha'erbing, Changchun, chengdu, shenzhen etc; luxury watches is presented in 20 cities. [...]
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