STELLA FASHION

Fondata nel 1982

67.000 dipendenti

Quotata ad Hong Kong

Ricavi netti 1st & 2nd Q17 – 762,4 milioni di dollari

Lancio Brand diretti nel 2006

Introduzione dei Brand in Eu nel 2014

1

STELLA FASHION

Nasce come azienda di produzione

Relazioni con I migliori brand di calzature da 30 anni

Acquisizioni di ufficio stile in riviera del Brenta

Lancio Brand diretti con distribuzione rtl in Asia

Joint Venture per la distribuzione in EU

Know How

In origine: Qualitative Production

Acquisito: Style & Merchandising

In Acquisizione: Distribution

1

Stabilimentiproduttivi

• China• Indonesia• Vietnam

Mission

Fornitore: produrre le migliori scarpe per I global brand Americani ed Europei

Brand: value for money

Perche creare dei Brand Diretti?

Rispondere alla crescente domanda di consumo premium e luxury in Cina

Diffondere I brand diretti all’infuori del contesto asiatico

Diversificare la propria attività

Brand Diretti

What For

Stella Luna

JKJY

Posizionamento

Distribuzione in Asia/canali

Retail diretto

Shop in Shop

E commerce

Store Diretti 30/06/17

Distribuzione in EU/canali

Retail diretto

Shop in Shop

E commerce

Multibrand

2013

1

WHAT FOR STORE

Marais

2014

363

WHOLESALEWF

Corners

WF

Outlet

WF

Pilot E-shop

2016

532

WHAT FOR STORE

X 6 France

New Website / Corners / Whole sale

2015

440

WHAT FOR STORE

Bonaparte

WHOLESALEWF

Corners

Progressione Canali

• 20 commercial showrooms • 560 retail doors open in 2016 • 60 doors department stores• 8 mono brand stores • 1 Outlet • 30 countries

3%

19%

3%

34%

Stella Fashion 2017

29%

9%

4%

48%

Distribuzione EU

0

2

4

6

8

10

12

14

16

18

2013 2014 2015 2016 2017

Revenue evolution per BU

Corner Wholesale Concession Store Website

0,3M€

3,1M€

6,9M€

10,5€

17,1M€

100%

100%

17%

19%

19%

60%

65%

56%

20% 13% 11%

1 /b: Weight of wholesale channel

Leve per incremento distribuzione

Asia: prodotto e investimenti diretti

Europa: credibilità

Brand/StrategyCesare Paciotti

Italian brand made in italy Luxury Product

1

American Brand Made in China Entry level MKG MK

1Brand/Strategy

Guess

Italian Brand Made in China Entry level ?

1Brand/Strategy

Liu Jo

Italian Brand Differenti made in Entry, Premium, Luxury, made to measure Brand - Persona

1Brand/StrategyGiorgio Armani

Chines Brand Made in China Premium, Luxury Value for money

1Brand/StrategyStella Fashion

Strategical sales to improve customer satisfaction and sell through

1. Drive sales following brand instructions ( Must buy Iconic ) 2. Follow up during season ( Reorder & Swap )3. 2 sales report by season

• Communicate around and homogenous image• Improve sell through with an analytical and rational sales• Win Long term customer loyalty!

Objective SS18 -> Improve sell through

Selling period of 12 months

• SWAP• Definition: : It’s a SERVICE for the customer (slow mover)and a additional (+30%) SALE for

you • Objective: Improve performance of the collection instore

• REORDER • Definition: It’s a SALE to catch performance opportunities in BEST STELLERS • Objective: Maximize the performance of the collection instore

• FLASH SALES • Definition: It’s a SALE of a new SKU available in stock pre-ordered• Objective: Introduce latest trend instore

2

Choose the correct customer by city

The best sell through result are from the premium customersAnalyse the actual portfolio and divide the customers list in:

- Luxury- Premium- Medium

3

Focus on Main cities

The best sell through result are from main windows in main cities

Analyse the actual portfolio BY CITY

In which main cities of your area we are not present?

Are we present with the correct number of sku?

Are we exposed in the correct way?

Which are the other brands present in the window with and higher order?

3

FALL 2018

COLLECTION

MERCH MIX SALES PF18

20% CARRIE OVER

80% FASHION COLLECTION

3

MUST HAVE MOOD

ZipButtons Rock & Studs

ICONIC

Over The KneeCurves Inspiration Babies

Paris Press office

Milan Press office

AntwerpPress office

AmsterdamPress office

B TO C - >

B TO B - >

Paris France

MilanItaly

AntwerpBelgium

Amsterdam Nederland's

2/c: Stella fashion tools to increase sales

17-19 JanuaryBerlin

12-15February

Milan

22-23January

Amsterdam

7-9February

Dusseldorf

50K fairs / Most important in EU

OPEN SHOWROOM

20-23 January

Paris

Stella Fashion 2017

Product improvements

2/c: Stella fashion tools to increase sales

Stella Fashion 2017

30%

30%

40%Premium

Basic

Fashion

• 150 STYLE• 400 SKU• 15 MOODS• INTRODUCTION OF ENTRY LEVEL PRICE• CARRIE OVER PROGRAM

a. Focus investments in multichannel “coherence”

b. Digital will be in the middle of our business

c. Omni Chanel : Website stores

d. B to B : for wholesale -> Digital tool to increase sales

• Future B to B : Drop shipping in store

e. Digital Marketing and communication

The digital in the middle of the multichannel strategy

3 / Multichannel development strategy

Stella Fashion 2017

Global strategy

• Focus on competitive advantage : Consistency Price / Product

• Optimize process and costs.

• Selling 12 months

• Consistent communication : Build a sales & performance driven strategy.

TARGET : INCREASE SALES

Focus on the project fundamentals : VALUE FOR MONEY

Stella Fashion 2017

a. Focus investments in multichannel “coherence”

b. Digital will be in the middle of our business

c. Omni Chanel : Website stores

d. B to B : for wholesale -> Digital tool to increase sales

• Future B to B : Drop shipping in store

e. Digital Marketing and communication

The digital in the middle of the multichannel strategy

3 / Multichannel development strategy

Stella Fashion 2017

B to B is a sales assistance platform to the use of: • Agents • Customers

B to B is a selling tool:

1. Images2. real time Stock3. reorder / by agent or by customer

2/c: Stella fashion tools to increase sales

Digital sales tool : B TO B WEBSITE

Stella Fashion 2017

Be visible

Be connected

Influence the Sales cyclePositioning on the Purchasing cycle

Improve Business

CHALLENGES 2017: Enlarge the audience

• Digital marketing strategy

• Focus on dynamic audience

• Content Marketing • Creativity • Innovation

• Art

• Make the trend • Intern publicity team

• VIP’s program

Stella Fashion 2017 43

Brand awareness 3 / Multichannel development strategy