Bottega Veneta Case Study

2139 WordsJan 13, 20139 Pages
Luxury management Bottega Veneta Case Study [pic] Corporate 1-1. PPR PPR is French based corporation which has business area over Luxury fashion business, Sport business, book & electric product retail, online fashion retail, and movies. With regard to fashion business, it has 8 brands including GUCCI. [pic] [pic] [pic][pic][pic] A couple brands form PPR’s portfolio 1-2. PPR financial statements The total group revenue increased from €11.0 billion to €12.2 billion or 11%. The luxury fashion business sector is responsible for 40% of the total revenues of the group, and grew by 18%. Bottega represents 25% of the luxury division of the PPR group. [pic] 1-3. History of the Bottega…show more content…
2-3. Price and place Bottega’s general price range is high in luxury market. [pic] Bottega Veneta has 170 directly operated stores (DOS) in the world with 1,845 employees. The also have franchised store with local partners. The brand is steadily opening new stores to achieve its aim, to double revenue by 2015. Bottega Veneta products are sold exclusively through a tightly-controlled distribution network of directly operated stores, exclusive franchise stores and carefully selected department and specialty stores. Bottega Veneta also operates three e-commerce sites in the United States, United Kingdom and Japan. 2-4. Promotions- Events Bottega Veneta is a very active brand. They regularly host different kind of events and are very much involved with charities. After the earthquake that devastated Japan in 2011 Tomas Maier created a keychain with all the profits going to the Japanese Red Cross. Bottega also creates contests to recognise new talents and give them the opportunity of a lifetime. For example the New Exposure Photography Contest that gives the winner a cash prize and the opportunity to do a photo shoot for Bottega Veneta. Bottega also held a design contest in partnership with the University of Tokyo. The students in design submit their work and two winners will get to go learn from the master craftsman at Bottega’s training school in Vicenza and have their furniture presented in Milan. Furthermore, usually when opening a
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