3. Italy 25 China 9 Emirates 2 France 2 Germany 1 Greece 2 Hong
Kong 4 Kuwait 1 Lebanon 1 Macao 1 United kingdom 1 Switzerland 1
Taiwan 2 Number of POS TOTAL 51 Number of POS and DOS Italy 6
Europe 8 Middle East 4 Asia 15 Number of DOS TOTAL 33 Italy is the
most covered territory. The other countries are not so developed.
Focus on China.
4. Brand Style Perceived Urban Casual Chic Contemporary
Innovative Rebel attitude Real Situation Basic Classic Daily
used
5. Brand Value Perceived Mix Tradition and Modernity Last a
Lifetime Future Roots Contemporary Life style Quality Luxury Real
Situation Comfort Long Lasting Family Heritage Functional
6. Brand Positioning Perceived Modern Urban Lasting Chic
Affordable Luxury Real Situation Casual Comfort Logo Driven Bridge
Brand
7. Perceived Target Group Well travelled, well educated, well
dressed. Men and Women 20 45 Middle High / High status. Lifestyle:
International, active, social, cosmopolitan. Demographics:
freelancer, young businessman, creative jobs.
8. Reality Target Group No clear dimensions. Man and Woman
younger and older than 20 45 years old. Middle Class Lifestyle:
Unengaged occasions. Demographics: Includes housewives and
students. Diversity.
9. Perceived Wearing Occasions Perceived Going out in the city
in stylish looks Creative business meeting Social Events Worn for
long time Real Situation Casual daily activity with daily clothes
Supermarket, Gym , Park Sightseeing High school students
10. Competitors Europe Asia Middle East Eastern Europe Geox
Nero Giardini Alberto Guardiani Tods Geox Ecco Clarks Hush Pappies
Camper Ferragamo New Balance Dr.Martens Geox Prada Sport Nike
Timberland Isabel Marant Geox Ecco Baldinini Bikkembergs
12. 50 100 50 100 25 75 25 75 ICONOGRAPHY % AUTHORITY % LOOPING
BRANDS TOP BRANDS HOSPITAL ERODERS BRAND EQUITY MAPPING ANALYSIS:
TODS Brand : High authority and iconography Customers trust the
product. Roger Vivier: Most exclusive out of the 4 brands Brand
perception is coherent with its positioning. HOGAN: Difference
(GAP) between: Positioning imposed by the brand Actual perception
of the brand decreasing the brands authority . Fay Brand: Weakest
among the 4 brands.
13. Asia Pacific Market Hong Kong Mainland China Taiwan
14. Content in Market Pestel Analysis Customer Scan Competitors
in Asia SWOT Analysis
15. Asia Pacific Luxury Market 2013 Last Year Total: 2.5 %
growth to 217 billion Chinese New Year Period (Feb.2014) 8.5
billion($) shopping abroad Europe 51% HK ,Macao ,Taiwan 23 % North
America 15 % Middle East 11% Category 2013 Revenues 2012-2013
Growth Leather Goods 1.86 Bn() 5 % Shoes 0.8 8 % Men's Apparel 1.4
-1% Women's Apparel 0.7 10% Cosmetics 3.7 10% Jewelry 0.9 5%
Watches 3.14 -11% Accessories 0.93 8% Total 13.49 2%Source From :
Bain & Company
http://www.bain.com/about/press/press-releases/mainland-china-entering-new-era-of-luxury-cooldown.aspx
16. Anti-corruption and Anti-gifting policy - From men category
to personal care category. Watch segment declined by 11 % in 2013.
Push Chinese tourists go abroad to purchase. 67 % in 2013. Tax
Policy (rates and incentives)- Import tax and luxury tax The luxury
products in China could higher than in which France72 % America 51
% HK 45 % Average price in Asia are 30 percent higher than Europe.
(Source From :
http://b5.secretchina.com/news/13/10/30/518233.html?) (Source
FromICBC China NEWS) One Child Policy Luxury Customers : Average
23-35 years old 25 years younger than USA customers.
17. Economic growth rate is cooling down in Asia. China 7.7 %
Taiwan 0.3 % Hong Kong 3.7 % The investment of opening and
operating store in first-tier city are high. Store expansion is no
longer enough to drive growth. Taiwan and Hong Kong benefiting from
further increasing tourist flows and new retail developments. (B) 0
10 20 30 2011 2012 2013 Greater China +19% +4% Source From Bain
& Company http://recursos.anuncios.com/files/581
18. Trade deficit Export to China 2.9% Import from China 4.1 %
The ambassador from Italy disclosed the difficulties of operating
China market. Source From BSERVATORY of Economic Complexity
http://atlas.media.mit.edu/profile/country/ita/
19. Polarization of consumers attitudes -Booming high-end and
sophisticated luxury -Logo fatigue -New middle class Looking for
good service and new experience -Shift shopping from China to
Taiwan -Big potential for Tourism and Service Industry (Luxury
Hotel, Restaurants) Well-informed and learned quickly 73 % of
customers informed fashion and luxury knowledge by website.
International young businessmen and Students studying abroad Two
hundred thousand students study abroad per year. (Source From :
www.lihpao.com Sep.2013 ) Source From Bain & Company
http://recursos.anuncios.com/files/581
20. New channels rapidly emerging -E-commerce growing double
digits -Taubou , Tmall are two main channel of on-line shopping
Source From: China Internet Watch
http://www.chinainternetwatch.com/2890/china-online-shopping-q2-2013/
21. Intellectual property law Since joined WTO( World Trade
Organization) 2001, stressed by USA government Despite
improvements, China is still the chief violator . 70 % European
companies operating in China report serious IPR violations with a
strong potential negative impact of up to 20 % of their potential
revenues in China. Employment discrimination Gender, Age, Household
registration, Disabilities, Health, Ethnicity and religion
Corporate and Social Responsibility (CSR) movement Asian labours
starting to take the defence of their human rights. Including the
lowest salary. Taiwan 500 Hong Kong 450 China Shanghai 197 Source
From China Labour Bulletin
http://www.clb.org.hk/en/content/employment-discrimination-china#conclusion
22. Trade Situation Source From BSERVATORY of Economic
Complexity http://atlas.media.mit.edu/profile/country/ita/ The
relationship between these two countries are also competitors in
global market. But the quality and positioning divides each
other.
23. Trade Situation Exporters Import value 2008 Import value
2009 Import value 2010 Italy 204,797 197,829 355,046 France 142,898
188,200 276,951 Spain 22,720 38,282 63,601 (Unit: US$ 1,000)
Country-wise import of articles of leather and travel goods in
China Resource From : Commercial Section, Consulate General of
Pakistan Chengdu, China BSERVATORY of Economic Complexity Total:
$14.5B
24. Important fashion influencers in Asia Japan- Fashion
Philosopher has been trend leader since Issey Miyake ,Yoji Yamamoto
, Rei Kawakubo emerged to International fashion stage in 1990s .
Hong Kong- Street Fashion Leader Owns its special status in Asia
because of its movie and popular music ,leading fashion trend.
25. Customers in Asia Pacific Taiwan Mature market Conservative
taste Experience and Service Mainland China Functionality
Practicality Famous is important Symbol and Logo driven Hong Kong
Strong Street Style High Personality Mix and Match Comfortable is
priority Consumer segments are more complex.
26. Carry out 102 questionnaires in Taiwan There are 15 % of
people have the experience that their friend or relative have
bought Hogan. Taiwanese Customer Scan- Quantities Have you ever
noticed the advertising and photography exhibition of Hogan? Do you
know Hogan this brand? After browsing Hogan website, Give a score
for attractiveness to it. Do you think Hogan as a high level
Italian shoes brand? After browsing Hogan website, Do you think the
image of Hogan is clear enough? After browsing Hogan website, Do
you think the idea and design of shoes are original and special
?
27. Taiwanese Customer Scan-Qualitative Experienced secretary
in the biggest Architect office in Taiwan. Responsible for
celebrities meeting and events through China and Japan. Jo, Tu. The
business men in Taiwan take more care about the formal look and
detail, they are tend to have the taste of westerners. Therefore,
they want a well-known global brand to communicate. The well-known
brand is important, it is a communicate tool. Carry out 102
questionnaires in Taiwan There are 15 % of people have the
experience that their friend or relative have bought Hogan.
28. Chinese Customer Scan- Quantities Have you ever noticed the
advertising and photography exhibition of Hogan? Do you know Hogan
this brand? After browsing Hogan website, Give a score for
attractiveness to it. Do you think Hogan as a high level Italian
shoes brand? After browsing Hogan website, Do you think the image
of Hogan is clear enough? After browsing Hogan website, Do you
think the idea and design of shoes are original and special ? Carry
out 30 questionnaires in design department in Shanghai, China There
are 13.3 % of people have the experience that their friend or
relative have bought Hogan.
29. Hong Kong Customer Scan- Qualitative Experienced Lingerie
Designer in HK , Lai Yui-Fai Experienced Armani Buyer in HK,
MiQuelina M. Hoi I saw some strong advertising of Hogan in HK, But
the problem is Hogan has no strong identity. It is not so easy to
make customers recognize. Based on its comfort and price, most of
them are wore by wealthy matured women. Brand distinguishment and
personality is the problem. It will be difficult to sell if Hogan
is not the first line luxury brand. Even Armani sneaker are
difficult to sell. Because sneaker is not the iconic product for
the brand. The customers learn quickly and react quickly than we
think now.
30. Perception in Pacific Asia Ordinary and normal Casual Daily
used Good for match
31. How to Approach to Customers in Asia Pacific The street
fashion culture is popular in Asia. Strong personality and strong
attitude. Practical and daily usage products are positive
characteristics. The first line luxury image is the priority
option. Create the desire is efficient way. Service and experience
are important.
32. Competitors in Asia Pacific Functional Sports High Presence
Geox Ecco Clarks Hush Pappies New Balance Nike Camper Salvatore
Ferragamo Prada Sports Competitors have high dimension scope. High
presence and clear image is necessary. Reinforce the image of
Hogan.
33. Competitors in Asia Pacific Functional Fashionable Luxury
Affordable
34. Off-Line Communication Select different popular stars in
China and Taiwan as testimonials. No specific personality reflects
on the brand. Mass media often out of focus.
36. On-Line Communication Yi-Zhou ,the super star in Art field
in Asia. It could be very success, should focus on one main
character, and reinforce the image.
37. On-Line Communication The CHINA ISSUE video Launched only
on official website The website doesnt offer the traditional letter
which applied in Taiwan and HK
38. Products Special limited edition for Chinese New Year 2014
The strategy of traditional festival reintroduction Shows the lack
of studying market research. Clich and not upgrading. Customers are
more educated than before. Source From: Trend Style Asia
http://www.trendystyle.asia/fashion/trends/hogan-2014-chinese-new-year-flash/
39. Global App Download Ranking Sources from: www.appannie.com
Instagram in Asia Pacific The Marketing Strategy SHOULD be
developed in the way of aligning local market. With specific
off-line tools and on-line channels.
40. Marketing Strategy Proposal Interactive Hogan
41. DNA of Hogan Interactive Introduction Since 1997 The
heritage iconic model Welcoming and popular Remain good selling
Keys of success : high insole, comfort, lightness
42. The Task for Interactive Essence of Hogan Future Roots
Exploring the world Timeless classic Tradition and modernity
Essence of Interactive Heritage Roots and future Joyfulness of
daily luxury
43. Yi Zhou x Existing testimonial
44. Yi Zhou Chinese Multimedia Artist Multicultural background
Rome , London, Paris Multimedia artworks : film, digital animation,
photography. Exposed in film festivals, such as Venice Film
Festival. Lately, she becomes a new star in terms of advertising
and her status in art circles.
45. Yi Zhou
46. Concept Proposal
47. Cityscope
48. Cityscope City + Kaleidoscope
49. The Hogan heritage When local craftsmanship meets Hogan.
Launch 3 Different Products Digital Movie Series Modernity meets
tradition Yi Zhou interviews artisans in 3 cities. Three cities
Beijing , Hong Kong , Taipei Cityscope- 2nd episode of
Interactive
50. Cityscope- following episodes The following episodes,
interview the artisans in different cities. Yi Zhou
51. Increase Brand awareness Through the Italian passionate
attitudes toward life, exploring the world. For all season use
Create desire of collecting. the city editions are launched only in
those particular cities. Customized strategies Different digital
channels and platforms for different areas. Concept Cityscope
52. Beijing Edition Xiang Embroidery The most well-known crafts
in China. From B.C 220 Han Dynasty. Use embroidery to create a
painting. Characteristics: gradient and extremely refinement.
53. Xiang Embroidery Beijing Edition
54. Xiang Embroidery Beijing Edition The reference design of
Beijing edition. Resource from Raf Simon
55. Hong Kong Edition Street attitude/ Use the concept of
Graffiti but in Chinese calligraphy. Combine tradition and
modernity.
56. Chinese Calligraphy Graffiti- HK Edition This kind of
graffiti shows the strong attitude of HK, outstanding the special
status in Asia.
57. The reference design of Hong Kong edition. Chinese
Calligraphy Graffiti- HK Edition Resource from Nike
58. Taiwan Edition Rush-weaving is a local handcraft practiced
by generations of Taiwanese artisans. It represents local cultural
custom and reflects the climate in Taiwan, also recalls the
memories in the past of Taiwan.
59. Rush weaving Taipei Edition The relationship between rush
and Taiwanese people are well- connected. From the agricultural
society, this raw material has applied into daily necessities and
keep on using in nowadays.
60. The reference design of Taipei edition. Rush weaving Taipei
Edition Resource from Stella McCartney
61. Cityscope video project
62. Digital Planning
63. Digital Strategy WebsiteE- commerce Social Media On-line
channels
64. Digital Strategy Resource from www.alexa.com
65. Digital Strategy Resource from www.alexa.com China On-line
TV program ex: Ifeng On-line magazines ex: VogueTV, Bazaar TV
Portal sites ex: Sina, Hogan Website Weibo QQ
66. Social Media Digital Strategy Resource from www.alexa.com
Social Media Portal sites , ex: Yahoo Hogan Official Website
On-line magazines, ex: VogueTV, Bazaar Hong Kong , Taiwan
67. Digital Strategy On-line channels Sina.com.cn The second
portal site in China. Insert the content into the fashion
categories on the homepage. Also pop-up advertising video. Resource
from www.sina.com.cn www.alexa.com Ifeng.com On-line fashion
program The program focuses on luxury and fashion news. China
68. Digital Strategy On-line channels Yahoo.com Insert the
content into the lifestyle or fashion categories on the homepage.
83.8% Taiwanese use Yahoo as homepage. Resource from www.alexa.com
Taiwan , Hong Kong
69. Digital Strategy On-line channels China, HK ,Taiwan
Vogue.com Vogue TV on-line stream Trend influencer Playing on most
digital walls in shopping malls. Harpers Bazaar plays an important
role in Asia. It is thought as iconic magazine, popular Invite the
journalists to write the column which includes Hogans lifestyle and
heritage, Also products. Connected with Hogan official website.
On-line magazines
70. Digital Strategy Official website The film should be played
automatically and in full screen if you open the website. Divided
this content in only Asia pacific Website
71. E-commerce Digital Strategy Enlarge countries for
E-commerce. official E-commerce for Asia. Create E-commerce app.
For geographically diversity. Resource from Hogan Presentation 2013
Hogan E-commerce Resource from Observer solutions, 2013
http://www.digitalintheround.com/luxury-digital-
china-made-in-italy/