Creation of a monobrand stores network

Sector: Clothes and fashion
Project area: Retail strategy

SITUAZIONE

Company profile

Our client is a leader in the Italian market, which has been present for 50 years. It was purchased by Mariella Burani Group and is undergoing a reorganization and restructuring plan.

The company has its own brand  and licensed ones that cover most of market segments, like underwear, lingerie and beachwear, for men and for women.

Company topics

  • The channel mix is organized primarily by multi-brand customers in Italy and abroad.
  • Company has developed a monobrand store and is considering the possibility of entering other international markets (Russia, China)
  • Company has also  shop-in-shop in Italian and international chains.
  • The independent shops and chains account for 41.6% of share value: the market is characterized by an high competition, played on innovative content / fashion collections, strong communicative and promotional identity.

Proposta di assistenza professional

Develop of  a new flagship project based on:

  • high quality products
  • a stores network positioned between the low price monobrand chains and the high ones
  • a concept with an international vision expressing the italian style.

PIANO DI LAVORO

Fase 1

  • Benchmark and market analysis
  • Franchising and retail model
  • Business plan

Fase 2

  • Evaluation franchisee in test
  • Monitoring and adjustament
  • KPI control system

Fase 3

  • Promotional brochure
  • Marketing Plan
  • Recruiting franchisee
  • Training plan

COSA SI OTTIENE

Deliverable

  •  Franchising model
  • Operational Manual
  • Contract
  • Business Plan
  • KPI system

Risultati

  • Start up of a new monobrand chain with 25 new stores
  • Creation of a new brand reputation
  • Increase of enterprise value