2 - Blumarine

Transcription

2 - Blumarine

COMPANY
PROFILE
2014
2
BLUFIN — COMPANY PROFILE
CONTENTS INDEX
1. THE BLUFIN GROUP
p.
3
2. THE BRANDS
p.
6
3. THE FASHION DESIGNER, ANNA MOLINARI
p.
7
4. BLUMARINE
p.
8
TARGET AUDIENCE
p.
10
LICENSES
p.
11
p.
14
TARGET AUDIENCE
p.
16
LICENSES
p.
17
6. THE RETAIL NETWORK
p.
19
BLUMARINE
p.
21
BLUGIRL
p.
27
p.
31
CELEBRITIES
p.
42
COVERS
p.
45
5. BLUGIRL
7. IMAGE & COMMUNICATION
3
1. THE BLUFIN GROUP
A leading name on the world fashion scene, Blufin is the joint-stock
company which owns the Blumarine and Blugirl brands.
Anna Molinari and her husband Gianpaolo Tarabini Castellani embarked on the challenge in 1977 when they decided to establish the
Blumarine company in Carpi, Italy. By the early 1980s, they were
presenting the collections during Milan Fashion Week.
Deeply rooted in the Italian tradition of fine craftsmanship and high
quality fashion, the company achieved prominence in the luxury
market and thanks to the excellence and recherché allure of the
designs the brand won the favor of major buyers and journalists,
key celebrities and scores of customers.
This resounding success led to the creation in 1988 of the Blufin
Group, of which Gianguido Tarabini Castellani is currently sole director.
Gianguido Tarabini Castellani, Blufin sole director
4
1. THE BLUFIN GROUP
The group’s present goal is to further market penetration of the
Blumarine and Blugirl brands at the international level, specifically
through the development of an exclusive network of mono brand
stores and global distribution partnerships.
Blufin plans to fulfill this primary objective also by pursuing highimpact communication campaigns and by signing license agreements in other product categories with top-notch manufacturers.
The company’s headquarter is in Carpi (Modena), while the showroom is in Milan, via Manzoni 43rd.
MILAN SHOWROOM, Via Manzoni 43
5
1. THE BLUFIN GROUP
Along with the expertise of a young and dynamic management
team, the vast experience of longtime staff members (many with
the company since the early days) enables Blufin to ensure all business partners the strategies and products necessary for meeting
contemporary market demands with the same precision and effectiveness as in the past.
Through the years, the group has kept up an impressive growth
rate. This is a clear sign of the success of the Blumarine and Blugirl
collections, the products made under license, as well as the distribution strategies implemented in the global marketplace.
Another factor behind Blufin’s remarkable performance lies in the
high visibility of the Blumarine and Blugirl creations from the very
early on. Various famous top models and illustrious photographers
and artists have taken part in the communication campaigns, just
as a number of celebrities have made stunning appearances in the
clothes.
Today, Blufin is present in 30 different countries. The products are
sold in about 900 select retail locations, including 65 mono brand
boutiques and shop-in-shops worldwide.
Camilla Akrans, Thairine Garcia, F/W 2014/15
6
2. THE BRANDS
The brands belonging to the Blufin Group are:
Created in 1977, Blumarine is the company’s original brand and
identification mark. It represents the highest dimension of brand
identity and positioning.
In particular, Blumarine is the name of the group’s main line, which,
designed by Anna Molinari, constitutes its core business.
Introduced in 1995 as a ready-to-wear line for young women, Blugirl has a romantic inspiration with a playful ironic twist. Designed
by Anna Molinari, it expresses a feminine ideal at once true to the
Blumarine spirit and open to fanciful reinterpretation.
7
3. THE FASHION
DESIGNER
ANNA MOLINARI
The portrait of the lady is in her epithet: Queen of the Roses, as
her fondness for these enchantingly sensual flowers capture the
Blumarine brand image and symbolically epitomize her ideal of
femininity.
Over the course of three decades, the sweet and gentle fashion
designer, a small blond bundle of energy, has made a definite mark
in the universe of style. She likes to travel and to surround herself
with ancient and modern objects. She has a deep appreciation for
painting and music.
Fashion is her biggest passion of all. For her it’s a mix of feelings,
emotions and cultural influences, revisiting the past and sensing
the future always with a sexy, feminine, joyful woman – like herself
– in mind. The world of Anna Molinari is rich in charm and allure,
vibrant vitality and sparkling wit.
Anna Molinari
BLUMARINE
8
9
4. BLUMARINE
The Blufin Group’s original brand, Blumarine is a leading name in
Italian fashion. Thanks to the distinctive style and unique brand
identity, it has always won recognition and acclaim on an international scale.
Together with growing market success, the brand has kept evolving. This maturation process has become all the clearer in the recent high-profile collections where the designs are more luxurious
than ever. The development and launch of a complete line of fashion accessories integrating perfectly with the ready-to-wear collection show that the brand has achieved full maturity and growth, as
well as a rich and varied offer.
BRAND IDENTITY
Through the years the ever coherent Blumarine style has become a
byword for a unique concept of romantic femininity all about timeless elegance and sensual refinement. This distinct, recognizable
style comes through in the cuts and colors of the clothes, in the
glam image of the advertising campaigns, in the evocative interior
design of the mono brand stores.
POSITIONING
Along with other storied Italian luxury labels, today Blumarine is
positioned at the high end of the global market. Consumers, retailers and members of the fashion elite all recognize the brand’s fame
and prestige.
Both managers and shareholders aim consistently to maintain and
ensure the highest standards of product quality and originality, as
well as an outstanding brand and store image. Meticulous attention
and care go into the working processes and into the selection and
production of superlative materials. To the same end, the company
has always made a point of entrusting the creation of the Blumarine
advertising image to major fashion photographers and communication experts.
In the very next future, the brand will focus on gaining and consolidating an even higher positioning in the fashion/luxury goods segment, reinforcing its presence on the domestic front and expanding
it in the global high-end market.
4. BLUMARINE
TARGET AUDIENCE
The Blumarine woman fits an ideal profile, heterogeneous and
transversal. More than a mere style as such, she reflects a lifestyle,
a realm of shared passions and attitudes with a strong connection to the defining qualities of all the brand’s collections: Feminine,
Fun, International.
FEMININE
She loves to express her own romantic femininity, always with taste,
sensibility and refinement, making the most of her own natural attributes.
FUN
Fashion is a creative game to have lots of pure fun with. Seduction
is a game to play following her own rules.
INTERNATIONAL
She feels at home wherever she is, travels in both time and space.
She keeps inventing her own style, referencing different influences,
inspirations and cultural traditions.
10
4. BLUMARINE
LICENSES
An understanding of Blumarine’s potential as a reference point for
a wide range of fashion products led to the launch in 1987 of Miss
Blumarine, a line of clothing for little girls. This became the first in a
long list of license agreements.
Thanks to the success and customer appreciation for the Blufin
brands, the company kept moving forward in this direction. Now
it offers the Blumarine style in the form of many different types of
items: clothing, accessories, home décor, fragrances.
In 2013 the Blumarine licenses generated a total of 45 million euros
in sales.
11
12
4. BLUMARINE
LICENSES
» Miss Blumarine
» Blumarine Parfums
Clothing and accessories for
little girls, ages 4 to 14
Fragrances and beauty products
» Blumarine Baby
Clothing and accessories for
baby girls/toddlers, ages 0 to 36
months
» Blumarine Underwear
» Blumarine Sunglasses
Lingerie
Sunglasses
» Blumarine Beachwear
» Blumarine Eyewear
Beachwear and swimwear
Optical frames
» Blumarine Guanti
» Blumarine Sposa
Gloves, scarves and foulards
Wedding dresses
13
4. BLUMARINE
LICENZE
» Blumarine Home
Collection
» Blumarine Home
Collection
1. Indoor/outdoor furniture and
home décor items
4. Wallpapers and wall panel
decorations
» Blumarine Home
Collection
» Blumarine Sport
2. Household linens and other
home textiles
» Blumarine Home
Collection
3. Tableware and home
decorative items
Beachwear and swimwear for
men
BLUGIRL
15
5. BLUGIRL
The brand Blugirl was set up alongside the brand Blumarine in
1995, as a delightfully fresh and witty line, which takes on the same
values that underpin the main line.
Through the years the new brand won wide recognition and acclaim on the part of both buyers and consumers, so allowing Blugirl
to become a viable force on the contemporary fashion market.
Now, as a result of a progressive maturation on design and image fronts, Blugirl has its own distinctive style and identity. While
originally for mostly a teen audience, today the line targets young
sophisticates who want to dress with a touch of playful irony and
genuine glam.
Another important factor in brand development is the inclusion of
accessories. Thus, a collection of bags, belts and shoes currently
constitutes a basic element of a line that attracts an impressive
array of fans in Italy and around the world.
BRAND IDENTITY
Blugirl captures a young, colorful, ironic-romantic spirit. This is the
brand’s distinguishing feature. As in the charmingly witty and quirky
way of expressing a personal sense of style; the romanticism linking
the brand explicitly to the Blumarine line; the importance of color
in making a sparkling upbeat fashion statement; the youthful flair
adding a unique and special twist to the clothes and accessories.
POSITIONING
Based on the group strategies, Blugirl has a brand positioning and
pricing at a market level just below Blumarine’s. This is to meet alternative/complementary consumer needs and expectations.
Quality, research, attention to working processes and to materials
reflect the same very high standards common to all Blufin Group
brands. In the same way, the creation of Blugirl advertising image
is always put in the hands of top-notch professionals and artists.
5. BLUGIRL
TARGET AUDIENCE
Together with the brand, through the years the Blugirl customer has
grown up and become more mature, too. What remains the same
is the young Blugirl woman’s personality, the image she identifies
with: Witty, Bon-ton, Feminine and Glam.
WITTY
Fashion is a game never to take too seriously, to play with a free
and easy spirit. By definition, the Blugirl style must have a deliciously off-beat slant.
BON-TON
Quiet elegance with a precise fashion flair, totally fresh and fun, is a
signature element of the Blugirl line and of the Blugirl woman.
FEMININE
She’s a romantic who loves expressing her femininity with true refinement, making the most of her qualities ever mindful of good
taste and sensibility.
GLAM
The Blugirl look is modern and edgy, yet always with a unique and
original twist.
16
5. BLUGIRL
LICENSES
Over the course of the years, the success of the Blugirl brand led
the Blufin Group to progressively pinpoint and introduce license
agreements for purposes of expanding the core product line.
In 2013 sales deriving from the Blugirl licenses amounted to 26 million euros.
17
18
5. BLUGIRL
LICENSES
» Blugirl Handbags
Women’s handbags and small
leather items
» Blugirl Parfums
Fragrances and beauty products
» Blugirl Beachwear
» Blugirl Homeware
Beachwear and swimwear
Household linens and other
home textiles
» Blugirl Underwear
Lingerie
» Blugirl Sunglasses
Sunglasses
» Blugirl Eyewear
Optical frames
» Blugirl Folies
Teenager’s sportswear
(mostly denims and sweats)
19
Continuing sales growth and ever-improving brand awareness of
the group’s product lines have progressively led to the opening of
stores in all corners of the globe.
Today, the Blufin brands are sold in about 900 retail locations worldwide.
International sales account is more than 70% of the company’s annual gross revenues, so stressing the global nature of the business.
In particular, the group’s worldwide network is composed of 65
mono brand boutiques and shop-in-shops and about 30 corners.
The company has an executive showroom in Via Manzoni in Milan
which coordinates and handles sales on the domestic market as
well as for the international clientele. In addition, it enjoys selective
partnerships with exclusive agents in:
» the Benelux countries,
» Germany, Switzerland and Austria,
» North America (U.S.A. and Canada)
and distributors in
» Russia and Eastern Europe,
» Spain and Portugal,
» South Korea,
» Japan, Taiwan and Hong Kong.
20
Here's a closeup of the worldwide sales network:
EAST EUROPE +
RUSSIA
CHINA
USA + CANADA
JAPAN
UE
MIDDLE EAST
BRAZIL +
CENTRAL /
SOUTH AMERICA
SOUTH
KOREA
MARKET BREAKDOWN OF BLUFIN
ANNUAL GROSS REVENUES
UE
48%
EST EUROPE + RUSSIA
22%
FAR EAST
MIDDLE EAST
4%
USA + CANADA
3%
BRAZIL + CENTRAL / SOUTH AMERICA
1%
FAR EAST
In order to consolidate the retail presence of the group’s brands on a global level, in 2014 the
company opened new Blumarine mono brand boutiques in Portofino, Moscow and Nanjing,
while Blugirl mono brand boutiques opened in Weihai, Zhuhai and Foshan.
TOTAL
22%
100%
21
BLUMARINE
Blumarine is present in 425 select multi brand stores and 49 mono
brand boutiques / shop-in-shops worldwide.
BLUMARINE
MONO BRAND / SIS
LOCATIONS
EMEA
19
ITALY
5
Milan, Bari, Rome,
Palermo, Portofino
REST OF
EUROPE
5
Paris (2), St. Tropez,
Toulouse, Montecarlo
RUSSIA –
EAST EUROPE
7
Moscow (3),
St. Petersburg (2)
Kiev, Baku
MIDDLE EAST
AND AFRICA
2
Doha, Riyadh
CORNER
LOCATIONS
4
MULTI BRAND
290
127
2
Bucharest, St. Moritz
69
83
2
Dubai, Riyadh
11
22
BLUMARINE
MONO BRAND / SIS
FAR EAST
LOCATIONS
CORNER
29
LOCATIONS
MULTI BRAND
73
CHINA
9
Hong Kong, Shenzhen,
Chengdu, Xi'An,
Shen Yang, Zhuhai,
Wuhan, Chongqing,
Nanjing
JAPAN
12
Tokyo (5), Osaka (2),
Nagoya, Kyoto, Sendai,
Kobe, Kyushu
SOUTH KOREA
2
Seoul (2)
TAIWAN
5
Taipei (3), Taichung,
Kaohsiung
4
FAR EAST AND
OCEANIA
1
Macau
5
AMERICAS
1
9
60
62
56
U.S. AND CANADA
BRAZIL, MEXICO,
CENTRAL AND
SOUTH AMERICA
1
TOT.
49
6
Mexico City
4
425
23
BLUMARINE
The Blumarine store design concept is the work of a pool of architects who made every effort to convey in the retail environment the
values underpinning the brand, the feminine essence defining it.
Whether full-scale boutique or in-store shop/corner, the retail space
always reflects the same coherence of style and attention to detail.
The dominant décor theme pivots on the use of light. Through elegant crystal accent elements, the lighting heightens the impact
of the interior’s colors, so creating a rich and sensual mood that
captures the brand’s profound sense of romantic femininity.
MILAN
Via Della Spiga, 30
24
BLUMARINE
ROME
Via Borgognona, 31
PARIS 56, Avenue Montaigne
25
BLUMARINE
PARIS 56, Rue du Faubourg Saint-Honoré
SAINT-TROPEZ 6, Rue François Sibilli
PORTOFINO Calata Marconi, 41
MOSCOW
Crocus City Mall
26
BLUMARINE
KIEV
Mandarin Plaza, Basseynaya 4
SHENZHEN Mix C Mall
HONG KONG The Landmark, Harvey Nichols
SHEN YANG
One Mall
27
BLUGIRL
Blugirl is present in 366 select multi brand stores, 16 mono brand
boutiques / shop-in-shops and 24 corners worldwide.
BLUGIRL
MONO BRAND / SIS
LOCATIONS
CORNER
LOCATIONS
5
MULTI BRAND
EMEA
7
278
ITALY
2
Rome, Milan
1
Macerata
115
REST OF EUROPE
1
Paris
3
Vienna
Madrid, Marbella
75
RUSSIA – EAST
EUROPE
MIDDLE EAST AND
AFRICA
82
4
Kuwait City, Doha,
Riyadh, Jeddah
1
Riyadh
6
28
BLUGIRL
MONO BRAND / SIS
LOCATIONS
FAR EAST
9
CHINA
6
Shenzhen, Chengdu,
Zhuhai, Weihai,
Foshan, Baotou
JAPAN
3
Kyoto, Osaka (2)
CORNER
LOCATIONS
19
MULTI BRAND
68
5
12
Tokyo (5), Osaka (2),
Nagoya, Kyoto, Sendai,
Kobe, Kyushu
SOUTH KOREA
2
Seoul (2)
TAIWAN
5
Taipei (3), Taichung,
Kaoshiung
50
7
FAR EAST AND
OCEANIA
6
AMERICAS
20
U.S. AND CANADA
18
BRAZIL, MEXICO,
CENTRAL AND
SOUTH AMERICA
2
TOT.
16
24
366
29
BLUGIRL
As in the case of Blumarine, the Blugirl store design concept is the
work of a major Italian architectural firm. True to form, it expresses
the brand’s style and identity to perfection.
Every aspect of the interior décor serves to make the retail environment comfortable and enjoyable, while also infusing the boutique with the wonderful realm of emotion that gives the brand an
irresistible plus.
MILAN Via della Spiga, 48
30
BLUGIRL
ROMA Via Bocca di Leone, 65A
KUWAIT Arraya Centre
PARIS 58, Rue du Faubourg Saint-Honoré
31
7. IMAGE &
COMMUNICATION
The Blufin Group has always stood out also for the keen attention it
devotes to brand image and communication.
Over the course of the years, the company has entrusted the creation
of the Blumarine and Blugirl advertising images to leading fashion
photographers and communication professionals: from initial
collaborations with photographers Gianpaolo Barbieri and Albert
Watson, to the glamorous headline-making campaigns by Helmut
Newton, to the equally intense ones by Ellen Von Unwerth, Tim
Walker, Inez van Lamsweerde and Vinoodh Matadin, all the way to
the recent ones by Craig Mc Dean (under the artistic direction of the
prominent Paris-based MM agency) and by Patrick Demarchelier,
while the latest campaigns have been shot by Camilla Akrans.
Similarly, some of the world’s most famous supermodels – Naomi
Campbell, Cindy Crawford, Eva Herzigova, Helena Christensen, Carla
Bruni, Carré Otis, Monica Bellucci – have appeared in the Blumarine
advertisements, so contributing significantly to the international
allure of this extraordinary Italian fashion brand.
Albert Watson, Naomi Campbell, FW 1992
32
7. IMAGE &
COMMUNICATION
Albert Watson, Carrè Otis, SS 1991
Albert Watson, Helena Christensen,
FW 1991/92
Albert Watson, Cindy Crawford, FW 1989/90
33
7. IMAGE &
COMMUNICATION
Helmut Newton, FW 1993/1994
Helmut Newton, Monica Bellucci, SS 1993
Helmut Newton, Carla Bruni, SS 1993
34
7. IMAGE &
COMMUNICATION
Ellen Von Unwerth, Adriana Lima, FW 1997/98
Craig McDean, Suvi Koponen, SS 2008
Tim Walker, Lydia M, FW 2000/2001
35
7. IMAGE &
COMMUNICATION
Patrick Demarchelier, Maryna Linchuk, FW 2010/11
Patrick Demarchelier, Edita Vilkeviciute, FW 2009/10
Patrick Demarchelier, Doutzen Kroes, SS 2010
36
7. IMAGE &
COMMUNICATION
Sebastian Faena, Vika Falileeva, SS 2012
Terry Richardson, Edita Vilkeviciute and Magdalena
Frackowiak, SS 2011
Michelangelo Di Battista, Adriana Lima, FW 2011/12
37
7. IMAGE &
COMMUNICATION
Inez van Lamsweerde & Vinoodh Matadin,
Cara Delevingne, FW 2012/13
38
7. IMAGE &
COMMUNICATION
Camilla Akrans, Anna Seleznëva, S/S 2013
39
7. IMAGE &
COMMUNICATION
Camilla Akrans, Candice Swanepoel, F/W 2013/2014
40
7. IMAGE &
COMMUNICATION
Camilla Akrans, Toni Garrn, S/S 2014
41
7. IMAGE &
COMMUNICATION
42
7. IMAGE &
COMMUNICATION
CELEBRITIES
Beyond the legendary advertising campaigns, another important
factor in the high profile of the Blufin brands lies in a regular presence at Milan Fashion Week.
Invariably in the audience at the Blumarine and Blugirl shows is a
first-rate roster of journalists and editors in chief, as well as buyers
from around the world.
The highlight moments in the history of the two brands have always
come complete with star-studded events featuring the participation
of celebrities and other special guests from the Italian and/or world
fashion, music and entertainment scenes.
As a further confirmation of the success and renown of the group’s
brands, through the years many international stars have chosen to
dress Blumarine or Blugirl on prominent occasions.
Anastacia in Blumarine
43
7. IMAGE &
COMMUNICATION
CELEBRITIES
Dita Von Teese in Blumarine
Fan Bingbing in Blumarine
Lea Michele in Blumarine
Eva Longoria in Blumarine
Bella Thorne in Blumarine
Karolina Kurkova in Blumarine Elizabeth Hurley in
Blumarine
Hofit Golan in Blumarine
Adriana Lima in Blumarine
44
7. IMAGE &
COMMUNICATION
CELEBRITIES
Katy Perry in Blumarine
Eva Herzigova in Blumarine
Kylie Minogue in Blugirl
Jennifer Lopez in Blumarine
Gwen Stefani in Blumarine
Selena Gomez in Blumarine
Rose McGowan in Blumarine
Sharon Stone in Blumarine
Jessica Alba in Blumarine
45
7. IMAGE &
COMMUNICATION
COVERS
Blumarine Elle Usa
Katy Perry 02/2011
Blumarine Vanity Fair Italy
Lindsay Lohan 07/2011
Blumarine Harper's Bazaar
Russia 01/2012
Blumarine Elle Italy 02/2012
Blumarine Vogue Portugal
02/2012
Blumarine Elle Spain
08/2012
Blumarine Vogue Italy
02/2013
Blumarine Elle China 06/2013
Blumarine Glamour Italy
03/2014
Blumarine Harper's Bazaar
Spain 04/2014
Blumarine Vogue Italy
04/2014
Blumarine Grazia Italy
Isabella Ferrari 06/2014
HEADQUARTER
SHOWROOM
PRESS OFFICES
BLUFIN S.p.A.
Via G. Ferraris, 13 15 15/A
41012 Carpi (MO) - Italy
Ph. +39 059 637511
Fax +39 059 688672
www.blufin.it
[email protected]
Via Manzoni, 43
20121 Milan - Italy
Ph. +39 02 784340
Fax +39 02 796648
[email protected]
MILAN - KARLA OTTO
Tel. +39 02 655 69 81
[email protected]
PARIS - KARLA OTTO
Tel. +33 1 42 61 34 36
[email protected]
NEW YORK - KARLA OTTO
Tel. +1 212 255 8588
[email protected]
BEIJING - KARLA OTTO
Tel. +86 10 5969 5198
[email protected]
www.blufin.it

2 - Blumarine

Transcription

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