docFASHION FIRST. ITALIAN ALWAYS. QUALITY FOR EVER.
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FASHION FIRST. ITALIAN ALWAYS. QUALITY FOR EVER.
FASHION FIRST. ITALIAN ALWAYS. QUALITY FOR EVER. A success story The Stefanel adventure began in 1959, when Carlo Stefanel started producing knitwear in ‘Maglificio Piave’ the company he founded nearby Treviso. In 1980 the first Stefanel shop opened in Siena. By the end of the eighties, thanks to a series of acquisitions and international agreements, Stefanel had become a large industrial group. Key facts 1959 Carlo Stefanel begins to produce knitwear in his factory, the "Maglificio Piave". 1970 Giuseppe Stefanel, his son, takes on the management of the company 1980 The first shop branded Stefanel opens in Siena. 1982 The first shop outside Italy opens in Paris. 1983 Stefanel becomes the company name. 1985 The company increases fourfold its turnover and the number of stores. 1987 Listing on the Milan Stock exchange end of the 80s Stefanel diversifies the production of knitwear by adding sportswear, jeans and pret-à-porter. 1990 Acquisition of Interfashion. 2000 Acquisition of Hallhuber GmbH , operating on the German clothing retailing market. 2002 Acquisition of the 50% of the Nuance group, world leader in airport retailing. 2007 HIGH, a casual chic clothing brand, is launched by Interfashion 2008 I’M Isola Marras, a upper-end niche brand designed by Antonio Marras, is launched by Interfashion Today The Group takes the new challenge to reposition the Stefanel brand in the midto-upper segment of the fashion industry The Stefanel Group today | An international scope The Group has an international dimension and operates in two business areas that share the same approach to retailing, whereas they differ in terms of products and competitive environment: • Clothing retailing: two business units (Stefanel, Interfashion) that operate mainly on the European market, with a different positioning and experience gained over time in managing their own brands, as well as third-part brands through licensing contracts. • Airport retailing: the Group holds a 50% share in the Swiss company The Nuance Group AG. The Parent Company – Stefanel- has been listed on the Milan Stock Exchange since 1987. The Stefanel brand distribution As of June 2010, our worldwide distribution network is composed of about 600 doors and is structured as follows: DOORS TOTAL DOS FRANCHISING CONCESSION CORNER OUTLET 59 168 42 17 286 FOREIGN MARKETS 107 83 113 9 312 TOTAL 166 180 141 26 598 DOMESTIC MARKET You may find our stores in following countries: Moscow Armenia, Austria, Azerbaijan, Belarus, Bosnia, Bulgaria, Colombia, Croatia, Cyprus, Czech Republic, Estonia, France, Germany, Greece, Hong Kong, Italy, Japan, Kazakhstan, Latvia, Lithuania, Macao, Netherlands, Poland, People’s Republic of China, Portugal, Romania, Russia, Saudi Arabia, Slovakia, Slovenia, South Korea, Spain, Sweden, Switzerland, Syria, Turkey, Ukraine, U.S.A. Hong Kong Our core values Our core values Our core values Core business: The knitwear, entirely produced in Italy in our production unit in Salgareda nearby Treviso. Combining cutting-hedge technologies with craftmanship, Stefanel can produce one sweater every half an hour, 5000 items every day. Latest sponsored events: 2006: “VENEZIA ’900 da Boccioni a Vedova” – Treviso, Casa dei Carraresi 2007: “EMILIO VEDOVA” – Venice, 52a Biennale d’Arte 2007-08: “L’ARTE DELLE DONNE. Dal Rinascimento al Surrealismo” – Milan, Palazzo Reale 2007-08: “LEONARDO. Dagli studi di proporzioni al Trattato della Pittura” – Milan, Castello Sforzesco 2008-09: “CANALETTO, Venezia e i suoi splendori”, Treviso, Casa dei Carraresi 2009-10: “INCA, Origine e misteri della civiltà dell’oro”, Brescia, Museo di Santa Giulia 2010: “Cima da Conegliano”, Conegliano- Treviso, Palazzo Sarcinelli Our actual and target positioning Dolce & Gabbana Prada Armani + Gucci Versace Marni Max Mara Strenesse Hugo DKNY Stefanel (target 2011) Stefanel Pinko LiuJo French Connection Comptoir des Cotonniers 2008 Stefanel 2006 D&G Diesel Sisley PRICE Benetton Marc’O Polo Banana Republic Mango Zara Esprit Hallhuber Promod H&M - FASHION CONTENT + Upper market drops down Mid market Bottom market climbs up Our core target is a 25-40 person an independent and active person, who loves life and has a young and positive attitude; Her style is distinctive: modern, individual, relaxed, timeless, sexy, effortless; is often fashionable working woman for each use occasion Our customer travels, looks for an accurate service and cosy shop experience, is able to recognize the real value of every purchase A strong tradition in knitwear Unique, high fashion statement, directional, marketing product, drive footfall and attention, emotional purchase, communicates the brand Fashion of the season (Stefanel interpretation), current, contemporary, accessible/commercial, recognisable as fashionable, emotional purchase, fashionable but not trendy Icons, timeless, Stefanel signature, only knit and jersey, never out of fashion, constant colours plus update, rational and emotional purchase Indispensable, for everybody, must have, fits into everybody’s wardrobe, easy to wear, good qulity, effortless, basic, rational purchase, differentiated by shape/finishings Each product role can create a total look by mixing items belonging to the same product role or crossing through different roles, so as to express an individual style, ranging from easy-to-wear to hyper-trendy look. The Store A new store concept REASON WHY The store is a key tool • to fully represent the brand philosophy • to emphasize the product • to express and strengthen the message underlying the brand equity and its intangibles, that means that its final goal is to make actual and alive the inner core values and the DNA of the Stefanel brand, that are: LIGHT, ENERGY, MODERNITY, but also TRADITION, FAMILY, PROVENANCE The Store HOW IT IS The new concept store develops around a contemporary environment, with sweet organic shapes and no hedges. It is meant to show the product at its best, with a particular emphasys on knitwear, the traditional brand’s DNA, that will be highlighted through a modern and hi-tech design • to make a strong impact on the consumer and • to convey a distinctive style, immediately recognizable as “uniquely Stefanel’s”. How do we sell The New Store How do we sell Existing Stores How do we sell Existing Stores How do we sell Existing Stores How do we sell Shop-in-Shop How do we sell Concept negozio Distinctive I segni distintivi Elements The distinctive elements of the new store concept are: PROVVISORIO shape of perimeters ITEMS DA mannequins SELEZIONARE How do we sell Shape of perimeters How do we sell Shape of perimeters How do we sell Shape of perimeters How do we sell Concept negozio Manichini Mannequins How do we sell Mannequins How do we communicate? How do we communicate? Over 30ML Euro adv budget in 2008-11 How do we communicate? Come comunichiamo? How do we communicate? Editorials Elle Italia How do we communicate? Editorials Glamour Italia Amica Italia How do we communicate? Editorials Elle Germany Marie Clair China How do we communicate? Editorials Another Magazine UK V Magazine USA How do we communicate? Advertising campaign Backstage How do we communicate? Advertising campaign Backstage How do we communicate? Advertising campaign Backstage
