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PROJECT LEADER - ALESSANDRO CARON PROJECT ADVISOR - MARIA JABER
FASHION BUYINGMASTER IN FASHION MANAGEMENT 2014-2015
_ALMAGUL KASSYMOVA _CHOLLATARN JATCHAVALA
PELIN ARBEL YUKSEL _ANNA SUKHOMLINOVA _CHETAN LAKSHMI
IN COLLABORATION WITH CAMERA ITALIANA & BUYER MODA
GENERAL
RECOMMENDATIONS
I N D E X
MARKET
RESEARCH
TARGET MARKET
WEB DESIGN
BERNARDELLI
ONLINE IDENTITY
BRAND
PORTFOLIO
BERNARDELLI ONLINE IDENTITY
THE MISSION OF BERNARDELLI STORES IS TO SERVE
AS POINT OF REFERENCE FOR THOSE SEEKING A
SENSE OF FASHION AWAY FROM PASSING TRENDS
THROUGH RESEARCH IN DIVERSE AREAS, AS WELL
AS TO PROVIDE CUSTOMER SERVICE WHICH AIMS
NOT TO SELL, BUT TO DRESS THEIR CUSTOMERS.
BERNARDELLI CORPORATE VALUES
BRAND IDENTITY
BERNARDELLI ONLINE
PRICE RANGE 45 – 2985 EURO
INCLUDES ONLY BRANDS FEATURED IN BERNARDELLI UOMO OR
BERNARDELLI DONNA PHYSICAL STORES
BERNARDELLI ONLINE STORE ONLY INCLUDES BRANDS FEATURED IN
ITS PHYSICAL STORES
IN ITS ONLINE STORE, THE MAIN EMPHASIS IS ON BETTER KNOWN
INTERNATIONAL BRANDS
PRICE RANGE 95 – 3807 EURO
BERNARDELLI ONLINE STORE ASSORTMENT INCLUDES BRANDS
FROM ALL OF ITS STORES
BERNARDELLI ONLINE STORE ONLY INCLUDES BRANDS FEATURED IN ITS
PHYSICAL STORES
CARRYOVER ITEMS ARE NOT DISCOUNTED AND PROPERLY LABELED
ITEMS FROM PREVIOUS SEASONS ARE ALSO DISPLAYED
VS
THE OVERLAP BETWEEN THE ASSORTMENT OF THE ONLINE STORES IS MINIMAL
IDENTICAL ITEMS IN BERNARDELLI ONLINE STORE ON AVERAGE ARE MORE EXPENSIVE THAN ON FARFETCH
ASSORTMENT FOR OVERLAPPING BRANDS IS SMALLER ON BERNARDELLI ONLINE STORE
BERNARDELLI ONLINE
VS
BERNARDELLI ONLINE
CURRENT CLIENT OF FARFETCH.COM
MORE CHIC
MINIMALISTM A S C U L I N E
Ages : 25 -35 Income : 35-70K Per Year
Working Woman Independent
Own Style Unique
MARKET RESEARCH
MARKET RESEARCH
2016
U.S. ANNUAL E-COMMERCE SALES
20052.8%
20073.4%
20094.0%
20114.9%
20146.4%
PERCENT OF TOTAL
MARKET RESEARCH
INCOME AND TIME SPENT ONLINE ARE PROPORTIONAL
MARKET RESEARCH
MONEY SPENT/ TIME ONLINE
50%
20%
30%
GEN X 1960 - 1980
GEN Y 1980 - 2000
GEN Z 2000 - NOW
MULTITASKERS
G E N E R A T I O N
1 9 8 0 2 0 0 0
“ M i l l e n n i a l s ”SHAPED BY TECHNOLOGY
MARKET RESEARCH
MARKET RESEARCH
CRITICAL SUCCESS FACTORS OF E-COMMERCE
UNIQUE &
MEMORABLE
CUSTOMER EXPERIENCE
GLOCALIZATION
SPEED &
CONVENIENCE SAFE & SECURE
TARGET MARKET
GENERAL TARGET IN USA
CALIFORNIA
BEACH CITY HOLLYWOOD LIFE RELAX SUNSHINE
MORE COMFORTABLE CASUAL STYLE
A.B.C & MEXICAN
GENERAL TARGET IN USA
CALIFORNIA
COUNTRY LIFESTYLE COWBOY
JEANS STYLE DESERT - MOUNTAIN
MEXICAN
TEXAS
BEACH CITY HOLLYWOOD LIFE RELAX SUNSHINE
MORE COMFORTABLE CASUAL STYLE
A.B.C & MEXICAN
GENERAL TARGET IN USA
CALIFORNIA
COUNTRY LIFESTYLE COWBOY
JEANS STYLE DESERT - MOUNTAIN
MEXICAN
TEXAS
NEW YORK
ECONOMIC CITY FASHIONISTA RUSH HOUR
LUXURY LIFE HEALTHY TREND
BEACH CITY HOLLYWOOD LIFE RELAX SUNSHINE
MORE COMFORTABLE CASUAL STYLE
A.B.C & MEXICAN
NORTH EASTERN U.S .DEMOGRAPHICS
MASSACHUSETTS 6.7 MLN PEOPLE 41.1% WORKING AGE 51.5% FEMALE 4.4% LGBT POPULATION
NEW YORK 19.7 MLN PEOPLE 42% WORKING AGE 51.5% FEMALE 3.8% LGBT POPULATION
PENNSYLVANIA 12.8 MLN PEOPLE 43.3% WORKING AGE 51.1% FEMALE 2.7% LGBT POPULATION
ITALIAN COMMUNITY IN THE US
NEW YORK 2.6 M
CALIFORNIA 1.4 M
PENNSYLVANIA 1.5 M NEW JERSEY
1.4 M
FLORIDA 1.1 M
U.S. STATES WITH AROUND 1 MLN PEOPLE OF ITALIAN ANCESTRY