Geographical Expansion Initiative

1
Ana Marino | Magdalena Atencio | Camilla Pedrozo | Gillian Dimick
Professor Alessandro Cannata | LXFM 745 | Fall 2019
 Table of Contents
Company Overview

History

Current Status

Growth Plans

Current Distribution

Retail Brand Identity

Competitive Analysis

Strategic Planning Process

Analysis of Geographical Alternatives

A.T. Kerney Country Choices

Proposed Country

PESTEL Analysis

Market Analysis

Key Players

Target Consumer

Store Location

Store Design

Product Plan

Promotional Plan

Staffing & Recruiting

Financial Plan

Conclusion
2 3
 Company Overview
4 5
History
Bottega Veneta was founded in Vicenza, Italia, by the duo Michele
Tadei and Renzo Zengiaro in 1966. The name derives from its native
Italian language, ‘Bottega’ means store, and Veneta its to honor
the region where the company was founded. Ever since its birth, the
brand adopted the intrecciato, which later became a staple. Years
after, Bottega Veneta adopted the motto “when your own initials are
enough.” The founders felt that having a brandmark was not necessary
to build brand equity; so, they opted from a logo free product offering.
During the 1980s, the brand gained international praise when
celebrities were spotted wearing Bottega Veneta. Among the famous
stars were Jacqueline Kennedy-Onassis and empress Farah Pahlavi.
During this booming decade, renowned artist Andy Warhol produce a
fashion film for where Bottega Veneta was featured.
The 1990s was not a great decade for the brand. During this decade,
the founding duo stepped down and handed the creative direction
to Katie Grand and Giles Deacon. The new creative direction felt that
rebranding was needed due to weak financials and adopted a brand
logo. This new strategy was not well received by the public, and the
company almost went bankrupt. Despite many efforts and new product
offerings, the company was acquired by the Gucci Group, now Kering,
in 2001.
6 7
Upon this new ownership, Tomas Maier was appointed creative
direction. Under Maier, the fashion house went to its beginnings. The
creative director removed any visible logos from the brand and its
products; this was done to bring back the company’s motto. The designer
brought life back to the brand, and under his creative direction, many
brand extensions were launched. Some of these extensions included a
fragrance, a home line, and a fashion jewelry line.
In 2006, the brand created its artisan’s school. The purpose of this
project was to train newly hired artisans adequately. The intrecciato
technique, as mentioned before, is a brand staple. The method is so
meticulous that heavy training is needed, which is why the company
is proud to have open its school. Under Maier, the number of artisans
grew from less than 50 to 230 artisans. This technique is their unique
differentiator, and Maier made sure it was celebrated when he
published a book in 2012. In this book, the method is widely explored.
Milestones

1966 1960s 1970s 1980s 1990s 2001

Founded in Intrecciato Bottega Veneta International New creative Bottega Veneta

Vicenza, Italia by technique develops praise direction is bought by
Michele Tadei is introduced slogan Jackie Kennedy Katie Grand Kering S.A.
Renzo Zengiaro Farah Pahlavi Giles Deacon Tomas Maier

8 9
 Milestones

2002 2006 2006 2011 2012 2013

The IT bag Cabat Bottega Veneta Launch of jewelry Introduction of The brand Construction of a
makes its debut opens the Scuola line and interiors first fragrance publishes first new atelier
Dei Maestri and furniture called Bottega book named
Pellettieri Veneta after slogan

10 11
 Current Status
Bottega Veneta was founded in Vicenza, Italia, by the duo Michele
Tadei and Renzo Zengiaro in 1966. The name derives from its native
Italian language, ‘Bottega’ means store, and Veneta its to honor
the region where the company was founded. Ever since its birth, the
brand adopted the intrecciato, which later became a staple. Years
after, Bottega Veneta adopted the motto “when your own initials are
enough.” The founders felt that having a brandmark was not necessary
to build brand equity; so, they opted from a logo free product offering.
During the 1980s, the brand gained international praise when
celebrities were spotted wearing Bottega Veneta. Among the famous
stars were Jacqueline Kennedy-Onassis and empress Farah Pahlavi.
During this booming decade, renowned artist Andy Warhol produce a
fashion film for where Bottega Veneta was featured.
The 1990s was not a great decade for the brand. During this decade,
the founding duo stepped down and handed the creative direction
to Katie Grand and Giles Deacon. The new creative direction felt that
rebranding was needed due to weak financials and adopted a brand
logo. This new strategy was not well received by the public, and the
company almost went bankrupt. Despite many efforts and new product
offerings, the company was acquired by the Gucci Group, now Kering,
in 2001.
Leather Goods
12
Upon this new ownership, Tomas Maier was appointed creative
direction. Under Maier, the fashion house went to its beginnings. The
creative director removed any visible logos from the brand and its
products; this was done to bring back the company’s motto. The designer
brought life back to the brand, and under his creative direction, many
brand extensions were launched. Some of these extensions included a
fragrance, a home line, and a fashion jewelry line.
In 2006, the brand created its artisan’s school. The purpose of this
project was to train newly hired artisans adequately. The intrecciato
technique, as mentioned before, is a brand staple. The method is so
meticulous that heavy training is needed, which is why the company
is proud to have open its school. Under Maier, the number of artisans
grew from less than 50 to 230 artisans. This technique is their unique
differentiator, and Maier made sure it was celebrated when he
published a book in 2012. In this book, the method is widely explored.
Global Revenue Share by
Product Category in 2018
Shoes
84% 7%
6%
3%
Other
RTW 13
 Growth Plans
Bottega Veneta was founded in Vicenza, Italia, by the duo Michele
Tadei and Renzo Zengiaro in 1966. The name derives from its native
Italian language, ‘Bottega’ means store, and Veneta its to honor
the region where the company was founded. Ever since its birth, the
brand adopted the intrecciato, which later became a staple. Years
after, Bottega Veneta adopted the motto “when your own initials are
enough.” The founders felt that having a brandmark was not necessary
to build brand equity; so, they opted from a logo free product offering.
During the 1980s, the brand gained international praise when
celebrities were spotted wearing Bottega Veneta. Among the famous
stars were Jacqueline Kennedy-Onassis and empress Farah Pahlavi.
During this booming decade, renowned artist Andy Warhol produce a
fashion film for where Bottega Veneta was featured.
RoW 6%
Asia Pacific 41%
14
Bottega Veneta was founded in Vicenza, Italia, by the duo Michele
Tadei and Renzo Zengiaro in 1966. The name derives from its native
Italian language, ‘Bottega’ means store, and Veneta its to honor
the region where the company was founded. Ever since its birth, the
brand adopted the intrecciato, which later became a staple. Years
after, Bottega Veneta adopted the motto “when your own initials are
enough.” The founders felt that having a brandmark was not necessary
to build brand equity; so, they opted from a logo free product offering.
During the 1980s, the brand gained international praise when
celebrities were spotted wearing Bottega Veneta. Among the famous
stars were Jacqueline Kennedy-Onassis and empress Farah Pahlavi.
During this booming decade, renowned artist Andy Warhol produce a
fashion film for where Bottega Veneta was featured.
Western Europe
27%
North America
11%
Japan 15%
15
 Current Distribution
Bottega Veneta has a variety of distribution channels through which
its products are sold. The channels consist of a strong directly-
operated store network, exclusive franchises, company-owned outlets
at discounted prices, e-commerce site, luxury multi-brand retailers,
specialty stores, and duty-free. It also has a licensing agreement with
Coty Prestige for fragrances and a supply partnership with Poltrona
Frau and KPM for seating and porcelain.

Last year was a very important year for the luxury brand due to
the focus on its distribution network. Bottega Veneta reinforced its
presence worldwide by concentrating on both emerging and mature
markets, specifically in the United States and Japan. It enhanced
its directly operated boutiques through both refurbishments and
expansion to ensure the best possible customer experience. It also
plans to continue investing in its distribution network this year by
remodeling more boutiques in the European and Asia-Pacific markets.

The brand also profited from select store openings last year which
increased its total DOS count to 279, nine more stores than the previous
year. It opened a 15,000 square feet boutique in the prestigious Madison
Avenue in New York City, now the brand’s largest store in the world. The
brand also expanded by opening its biggest store in the Middle East at
the Dubai Mall Fashion Avenue. This boutique is of great importance
to the brand because it marks its greatest architectural innovation.
Additional new stores include Madrid, Melbourne, and Tokyo.

Bottega Veneta earned approximately 1.1 billion euros in revenue last

year of which 82% comes from the sales of its directly operated stores.
The remaining 18% of its revenue was earned through wholesale sales
and other revenue, including royalties.

16 17
 Directly Operate Stores
The brand has 279 directly-operated stores of which 62 are in Europe, 33
in North America, 59 in Japan, and 125 in emerging markets like South
America, China, the Middle East, and Russia. The brand’s headquarters
are located in Lugano, Switzerland, although the brand also has offices
in Milan and Vincenza, Italy. Additionally, Bottega Veneta has flagship
stores in Ginza, Beverly Hills, Milan, New York City and Toronto.
Discounted Outlets
Bottega Veneta has five discounted outlet locations around the world.
Four in the United States, located in San Francisco, Orlando, New York,
and California and one in Italy located in Venice.
Multi-brand Retailers
Some of the most important multi-brand retailers around the globe
carry Bottega Veneta and sell their luxury products. Some of these
retailers include, Bergdorf Goodman, Neiman Marcus, Saks Fifth
Avenue, 24S, Ssense, Bloomingdales, Net-A-Porter, Harrods, Moda
Operandi, Matches Fashion, Nordstrom, Barneys, Farfetch, Selfridges,
Galeries Lafayette, and Le Bon Marche, among others.
18
Duty-Free
Bottega Veneta is found in high-end airport terminals around the
world which include Los Angeles, Munich, Frankfurt, Beijing, Kansai,
Heathrow, Haneda, Copenhagen, Narita, Vancouver, Singapore,
Amsterdam, Paris, and Doha.
E-Commerce
Bottega Veneta currently offers an e-commerce platform operating in
62 countries worldwide including mainland China.
Franchises
Bottega Veneta currently does not disclose its boutique locations with
which it holds a franchising agreements.
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 Retail Brand Identity
20 21
 PRODUCTS

Purpose PEOPLE PROPERTY

Brand
Identity
The retail brand identity analysis is a framework used to analyze the
identity of the brand at the retail level. Utilizing the product, product
representation, property, retail promotional activities, and people
within the brand’s retail operations, Bottega Veneta is steeped in
heritage with strong attention to detail. The retail operations are
meticulously constructed to Bottega Veneta’s exact standards and
allow the customer to shop in complete luxury, privacy, and comfort.
The stores are a reflection of Bottega Veneta’s exceptional heritage
and excellent quality.

PROMOTIONAL PRODUCT
ACTIVITIES PRESENTATION

22 23
 PRODUCTS

Product
Brand
Identity

As part of the identity framework, brands use products to shape

the identity of the retailer. The products have multi-sensorial
characteristics and can trigger emotional responses, impacting those
who visit the store. The Bottega Veneta products showcase the brand’s
exceptional heritage and excellent quality, with woven leather goods
being central to the product mix. To this end, the brand’s signature
Cabat bag requires two skilled artisans and 40 hours of work. Key
to the label’s retail identity is its unique leather-weaving technique Product Offering
known as intrecciato. The diverse store formats offer an array of products within their
locations. The Maison’s, or super flagship concept stores house the
Bottega Veneta offers an exclusive and coveted assortment of full breadth of the Bottega Veneta offering, including lesser-seen
products, including ready-to-wear, handbags, shoes, small leather Cabat Bag categories such as home, dinnerware, furniture, and fine jewelry.
goods, eyewear, and luggage. Recent additions to the portfolio include The travel retail store formats and multi-brand or department store
fragrance, fine jewelry, watches, furniture, and home accessories. The Apartment - NYC
formats offer accessories, small leather goods, and shoes.

The Wonder Floor

The brand’s largest store in Asia in Tokyo’s Ginza district carries the
brand’s full range of men’s and women’s ready-to-wear, bags, small
Cabat Bag Display - Tokyo leather goods, shoes and eyewear within its six-story structure. For
V.I.P. clients, a private shopping salon is readily available on the top
reserved by appointment.

Hidden Places
The top floor of the Manhattan Maison is filled with books, sculptures,
and paintings hand-picked by previous creative director, Thomas Maier.
The floor doubles as a private event or shopping space, complete with
hidden fitting rooms.

Home Collections
A dedicated Bottega Veneta home store opened in 2015 in Milan
within an 18th-century townhouse. The Milanese location was the first
of its kind devoted exclusively to the brand’s elegant line of home
furnishings.

24 25

Flagship - Ginza, Tokyo

 PROPERTY
Brand
Identity

Property
Headquarters
In 2019, the fashion brand purchased two buildings to house its offices,
design team, and ready-to-wear atelier in Milan. The total area is an
estimated 161,460 square feet.

Heritage Associations
For the brand’s three Maison’s, the choice of property relates to the
brand’s historical ties to each geography. The latest Maison opened on
Manhattan’s Madison Avenue harkens back to the brand’s first store
Beverly Hills Maison
opened outside of Italy in 1972 on Madison Avenue in New York. Los
Angeles is another area of focus for Bottega Veneta, as the company
opened one of its first boutiques in the late 1970s on Rodeo Drive,
Beverly Hills, and the city is home to the second Maison opened in
2016. Furthermore, expanding retail locations in Milan, including the
brand’s first Maison, is natural for the Italian luxury brand, increasing
its foothold within the nation.

Strategic Importance
The selection of locations for flagship retail expansion is made based
on strategic important for that region. The latest flagship opened in
Milan Maison
Japan’s Ginza district of Tokyo in December 2018, was chosen as Japan
is an important growth market for the brand. The Ginza district is also
Japan’s premier shopping district. The brand’s Dubai flagship opened
in March 2018, within Fashion Avenue capitalizes on the 100 million
annual visitors to the Dubai Mall. The Toronto flagship opened with
the Yorkdale Shopping Center in November 2018, was chosen as this
shopping center is a top draw for global brands looking to open their
first stores in Canada.

26 27

New York City Maison


Architecture
Exterior: The Maison
Unlike the flagship locations, the exterior of each Maison reflects the
architectural heritage of its surrounding area. For the exterior of Beverly
Hills Maison, the brand utilized a white plasterwork facade with stone
trim and three arches. Composed of three landmarked 19th-century
townhouses, the Manhattan Maison storefront looks genuinely like
an unbelievably large New York City brownstone. Finally, the Milanese
Maison is housed within a historic 18th-century building and includes
a courtyard encased in glass.
Exterior: The Flagships
The exterior of the brand’s flagships is Inspired by the Bottega Veneta
intrecciato weave that is used as a trademark for the brand’s leather
goods. The Toronto location is adorned with diamond-shaped cuts.
The exterior of the Tokyo flagship is made from 900 metal panels and
appears to dissolve to create openings for windows and front entrance.
For the Dubai flagship, the exterior is composed of diamond-shaped
metal cuts, transparent diamond-shaped windows, and metal in the
brand’s signature dark brown hue.
Interior
Each location takes inspiration from the local culture of the surrounding
geography. The Tokyo flagship is inspired by the Light Artists of the
1960s, while the Beverly Hills Maison takes its architectural cues
from Spanish Colonial Revival style. The Maison of New York is a
reinterpretation of Manhattan’s iconic skyscrapers and the Itatlian
Maison is a commentary on Milanese history.
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PROPERTY
Brand
Identity
Lighting
Illumination, including natural light, is an essential feature of the
flagship locations to augment the airy and light atmosphere. Within
the Dubai Mall location, each room features a raised, illuminated
ceiling while the Tokyo flagship features creases and folds to reflect
sunlight throughout the day, changing the color and overall ambiance
of the space.
Furniture
The furniture of the Bottega Veneta boutiques is an investment to
elevate and enhance the shopping experience and showcases the
brand’s home collection assortment. The entirety of the Tokyo flagship
is decorated with the Bottega Veneta furniture collection.
Pop-Up
In August 2018, the brand opened a pop-up store in the heart of
downtown Aspen. The 600-square-foot shop features a wide selection
of the brand’s collection of fashion and accessories. A location in
Aspen, a Rocky Mountain outpost for art lovers, seems like a natural fit
for Bottega Veneta, which has consistently aligned itself with the art
world’s biggest names.
29
 Brand
Identity
PRODUCT
PRESENTATION

Product Presentation
Natural Hues Wall Niches & Cabinets
A light ambiance is signature of the Bottega Veneta retail space to allow Built in shelving adds a dramatization to the display of
products to remain in the foreground. The Maison located in Beverly apparel,accessories and leather goods as most are back-lit for added
Hills, while intricate, highlights very little color in its design, so that spotlight on the product. Within the Beverly Hills Maison accessories
bags and luggage, leather goods, ready-to-wear, and other products and ready-to-wear garments are displayed in wall niches, glass and
remain in the spotlight.The color palette for the interior is comprised metal units, and transparent-topped vitrines across both levels.
of neutral, earthy tones selected specifically to enhance each area.
Within the Toronto flagship are soothing soft greys and light brown
fabrics juxtaposed against American oak and bronze-tinted glass. The
Manhattan Maison is characterized by steel walls and shimmering Local Inspiration
silver chain curtains. The color palette of the Tokyo flagship is neutrals
Inspired by the city’s glittering skyscrapers, the New York Maison is
and earthy tones exuding a pale-hued and minimalist interior.
adorned with heavy platforms of beige stone, grouped like buildings
on a city block, to display handbags and shoes. Additionally, clothing
racks are made of brushed metal and glass.
Display Tables
The tables used to display products such as accessories and leather
goods are composed of high-quality materials and are indicative of The Apartment
the brand’s attention to detail. The store located in the Middle East
The fourth floor of the Madison avenue Maison has been dubbed
utilizes marble display cubes made of Gris du Marais stone that were
the Apartment and is laid out in a pied-à-terre-like setting. This area
chosen specifically for the store while the Tokyo flagship is home
showcases the whole Bottega lifestyle including home and furniture
to display tables made from hammered honeycomb oak inspired by
collection. The apartment concept is modeled to mimic the aesthetic
traditional Japanese workmanship.
of a real living space.

30 31
 Brand
Identity
PROMOTIONAL

Promotional Activities
ACTIVITIES

At the retail level, brands invest in promotional activities in general

is to create likability, create awareness, comprehension to establish
brand preference to induce customers to buy a product.

Fashion
The brand has aligned the opening of new retail locations with distinct
milestones of the fashion house. The strategic alignment brings added
attention to the retail expansion. For example, the same month the
brand opened its largest retail store in Asia, its Tokyo store, Daniel
Lee, the House’s new Creative Director, presented his first show. Also, to
mark the opening of the Manhattan Maison, the brand transported its
runway show from Milan to New York as a one-time-only celebration.

Art
Central to the brand’s DNA is its association and alignment with fine
art. Several retail locations including the Shanghai store and the
Manhattan Maison have embraced this brand association within their
space. The second floor of the Shanghai location opened in 2012 in
the Yifeng Galleria has been designed as a permanent art space used
to present exhibitions year-round. The Yifeng Galleria store is the
first Bottega Veneta location in the world to house a substantial and
permanent exhibition space. The New York Maison houses a space on
its top floor for temporary art exhibitions.

The Exclusive
The opening of strategic locations are accompanied by the launch
of capsule collections and product exclusive to that locale. For the
opening, of the New York Maison, previous creative director, Maier
designed a 33-piece leather goods capsule collection, called “Icons of
New York.” A special collection of handbags were exclusively available
at The Dubai Mall boutique, including those from the Knot family in
rose gold and diamonds, as well as crocodile and ostrich handbags
with precious metals and stones.

32 33
 Brand
Identity

Promotional Activities PROMOTIONAL

ACTIVITIES

Personalization and
Customization
Ateliers within the flagship locations allow for product personalization
and customization for an elevated consumer experience. The Dubai
outlet features a customization atelier for customers to choose from
an array of exotic skins and styles to create an individualized bag. The
New York Maison has a customization space on its ground floor where
customers are encouraged to stamp their own initials on a number
of leather goods. The first floor of Tokyo store is a space exclusively
allocated for precious bags and personalization services

Pop-Up Promotion
In February 2015, to introduce its new line of high-end shaving
products, the brand took to the Rosewood Hotel in London, to set up
a pop-up barbershop in a classically-constructed and preserved space.
The pop-up included a full service offering from a trained barber, using
traditional trade tools such as hot towels and straight blades, taking
full advantage of Bottega Veneta’s new products.

34 35
 PEOPLE
Brand
Identity

People
Celebrity Connections
In 2017, 73-year old actress Lauren Hutton was featured in the brand’s
50th anniversary campaign alongside archival bags including the clutch
worn by Hutton in the film, American Gigolo. Hutton also appeared
on the runway alongside 21-year-old Gigi Hadid during Spring 2017
RTW show. The Bottega Veneta location on Madison Avenue listed
customers such as Andy Warhol and Jackie Kennedy in the 1970s.

Store Staff
Bottega Veneta is reviewed as providing exceptional employee
conditions, that develop talent throughout all levels of the organization.
In February 2018, the brand receive its second Top Employer Italia
ranking.Sales staff within the retail locations wear black, gender
neutral uniforms and in some instances carry business cards. The
staff is characterized as culturally diverse with 20 nationalities among
employees.

Mannequins
Mannequins featured in the store are often in relaxed positions,
not only showcasing apparel & accessories, but rather enjoying
the sophisticated atmosphere. Within the Beverly Hills Maison,
mannequins are showcased in comfortable, natural-looking poses
further accentuate the product. The New York Maison is home to
mannequins rendered entirely in the brand’s signature intrecciato
woven leather throughout the store.

36 37
 Competitive Analysis
38 39
 Hermès
Hermés is a French high fashion luxury brand that was established
in 1837. The family-owned brand is deeply rooted in heritage and
is consistently being ranked as the world’s most valuable luxury
brand. The brand’s level of expertise and knowledge in leather goods
contribute to the brand’s ability to remain highly exclusive. The luxury
brand specializes in leather goods, fashion and lifestyle accessories,
home furnishings, fragrances, and ready-to-wear apparel. Hermés has
a total of 310 stores world-wide and an e-commerce site, the only
authorized places to shop for their products. The brand has adopted
a very limited distribution strategy, choosing not to pursue expansion
efforts with other luxury retailers and department stores.
40
Chanel
Chanel is a high luxury fashion house that started as a modest millinery
shop in Paris in 1909 by Coco Chanel. The luxury brand specializes in
haute couture, ready-to-wear apparel, luxury leather goods, fashion
accessories, beauty, and fragrances. The legendary privately held
company has 310 boutiques world-wide, several authorized retailers,
shop-in-shops, and an e-commerce site. Although the brand distributes
their products through various channels, their products remain highly
exclusive due to their prices.
41
 Celine
Celine is a French luxury leather goods brand that was founded in
1945 by designer Céline Vipiana. The brand has been owned by LVMH
since 1996 and has created a brand image of timeless modernity
and contemporary style for the everyday woman. The luxury brand
specializes in ready-to-wear apparel, leather goods, and fashion
accessories. Celine has 140 stores world-wide, an e-commerce site,
and shop-in-shops. The brand has gained success from their business
model of being a private brand by making their products exclusive and
discrete.

Louis Vuitton
Louis Vuitton is a French fashion house and luxury brand that was
founded in 1854 in Paris. The luxury fashion house leads the industry
with its legendary monogram canvas design and high-quality leather
products. The luxury brand specializes in leather goods, ready-to-wear
apparel, travel, and fashion accessories. Louis Vuitton is one of the
world’s leading international fashion houses, they distribute their
products through their 460 boutiques, their e-commerce site, shop-in-
shops, and several authorized retailers.

42 43
 Mulberry
Mulberry is a luxury fashion company that was founded in the UK in
1971. The brand’s sheer passion for leather, British manufacturing,
and celebrity collections have established the brand as one of the
most celebrated luxury leather specialists in the industry. The brand is
widely known for its leather goods, ready-to-wear apparel, and fashion
accessories. The British luxury brand has 122 stores world-wide and
e-commerce site that sell their high-quality yet affordable products.

Loewe
Loewe is a Spanish luxury fashion house that was founded in 1846 in
Madrid by leather craftsmen. The brand has been owned by LVMH since
1996 and has demonstrated their unmatched leather expertise through
their unique, exclusive, and high-quality products. The brand focuses
on the importance of craft in the modern age and their commitment
to contemporary culture. The luxury brand specializes in leather goods,
ready-to-wear apparel, fashion accessories, and home/lifestyle goods.
There are currently an estimated 150 stores world-wide that distribute
Loewe products.

Prada
Prada is an Italian luxury fashion house that was founded in 1913 by
Mario Prada in Milan. The fashion house has proven its longevity through
its transcending products and endless play on the past, present, and
future. The family-owned luxury brand specializes in leather goods,
travel, ready-to-wear apparel, fragrances, and fashion accessories. The
brand’s distribution channels consist of 659 boutiques world-wide, an
e-commerce site, several authorized retailers, and shop-in-shops.

44 45
 Positioning with
Kering
Bottega Veneta joined the Kering Group in 2001. In the last few years,
the luxury brand has been ranked “Top Employer” within the Kering
Group for two consecutive years. The Kering Group reported in their last
annual report, published in 2018, that they plan on making 2019 the
year of Bottega Veneta. The group plans on making radical changes to
the luxury brand’s business model in efforts to turn the fashion house
into a global fashion brand.

In comparison to the other Kering group companies, Bottega Veneta

produced an estimated 8% of Kering’s total revenue in 2018. Gucci took
the lead with 63%, Yves Saint Laurent followed with 13%, and the other
companies in the group amounted to a total of 16%. The luxury brand
is expected to continue growing and become one of Kering’s leading
fashion houses. Kering has initiated the start of the new Bottega
Veneta era through the newly appointed creative director, chief
executive, and their recent new store expansions. Kering’s ultimate
goal of generating fresh momentum through total transformation has
already begun.

46 47
 Price and Accesibility Matrix Perceptual Map

48 49
 Strategic Planning Process
50 51
 SWOT
S W
• Strong Brand Heritage
• Craftsmanship Oriented
• Ranked as “Top Employer”
• Highly Recognizable Intrecciato
• High Degree of Control
• Economies of Scale through Kering
Group
• High Dependence on Leather Goods
Category
• Weight of Financial Investment of DOS
(High Capex)
• Decline in Sales

Analysis

O T
• Expanding Presence in Emerging • Sustainability and “No Real Leather”
Markets Movement
• Influencer Marketing • Brand Irrelevance in Digital Age (Brand
• Revive and Reset Fans by Drawing Fans Awareness)
of “Old Cėline”

52 53
 Differential
Advantages
Exclusivity: Brand does not offer all product categories in all stores to
reinforce exclusivity Rich Brand Heritage
Design: Intrecciato woven leather technique - Highly Recognizable
Mission Statement
Bottega Veneta has set a new standard for Luxury since its birth
in Vicenza in 1966. Inspired by Italian culture with a global outlook,
the House is defined by a distinctly refined attitude. Bottega Veneta
uses noble materials to create considered pieces that become part
of their owner’s lives. The House embraces a core philosophy of style,
innovation and luxury, applied to a full offer for women, men and home.

54 55
 Analysis of
Geographical Alternatives
56 57
 MOROCCO
A.T. Kearney Rankings SOUTH
Top 3 Choices
AFRICA
COLOMBIA
58 59
 • Language - Arabic

• Currency - Moroccan Dirham

MOROCCO RANKED SCORE • GDP Growth - 4.1%

#7 56.1
• Distribution Channel - Joint Venture

• Competitors - Dior, Yves Saint Laurent, Prada, Louis Vuitton, Fendi,

Gucci

COLOMBIA

SOUTH
AFRICA

60 61

CASABLANCA
 • Language - Spanish

• Currency - Colombian Peso

MOROCCO RANKED SCORE • GDP Growth - 1.8%

#10 53.6
• Distribution Channel - Directly Operated Store

• Competitors - Louis Vuitton, Salvatore Ferragamo, Dolce & Gabbana

COLOMBIA

SOUTH
AFRICA

62 63

BOGOTA
 • Language - Nguni/Afrikaans/English

• Currency - South African Rand

MOROCCO RANKED SCORE • GDP Growth - 1.3%

#26 40.2
• Distribution Channel - Joint Venture

• Competitors - Louis Vuitton, Gucci, Dolce & Gabbana, Jimmy Choo,

Giorgio Armani, Prada, Patek Philippe

COLOMBIA

SOUTH
AFRICA

64 65

JOHANNESBURG
 M
O
Country of Choice R
O
The key indicator used in selecting our final country was primarily
based on each country’s A.T. Kearney GRDI ranking and score. The
country that had the highest rank and score was Morocco, positioned
in the top 10 at #7 with a score of 56.1. The other two countries were
Colombia that followed at #10 and South Africa in #26. Aside from the
GRDI ranking and score, we researched the GDP growth, distribution
channels, and the direct competitors established in each country.
When examining all the information, Morocco was the clear choice for

C
Bottega Veneta’s expansion. Expanding to Maghreb would be a great
move for the brand to expand its global presence and capitalize on
this emerging and booming market.

C
66
O 67
 PESTEL Analysis
68 69
 Political
The kingdom of Morocco is a sovereign state ruled by a series of
independent dynasties. The Alouite dynasty which sized control in 1631
is still ruling to this day. Morocco is a unitary constitutional monarchy
with an elected parliament. The country is considered a regional power
as it has significant influence in both the African continent and the
Arab world. The King of Morocco, Mohammed VI holds vast executive
and legislative powers, especially over foreign policy. The executive
power is practiced by the government while the legislative power is
exercised by both the government and two chambers of parliament.

The latest Global Democracy Index rated Morocco as a “hybrid regime”

as it has made improvements since its last ranking of “authoritarian
regime”. The Freedom of the Press ranking also report the country as
“partially free”. Unlike past rulers, the current King is making increased
efforts towards democratization and liberalization of the country. The
Political Risk Index of this year has rated Morocco at a 6.5 which is an
above average score and not at a high level of political risk posed to
investors. The Political Stability Index of this year rated the country
with a 7 which is also an above average score and signifies a good level
of political stability for the country. The country’s labor laws are in
regulation with that of the International Labor Organization. They also
have a progressive corporate income tax rate of 10% to 31% on income
of over one million Moroccan Dirham. Given these classifications,
the country is an attractive destination for foreign investment as
the political environment is very stable and even though it is not a
complete democracy, the government favors international investors.

70 71
 Economic
Morocco benefits from its geographic position by being strategically
located at the entrance of the Mediterranean Sea and as such one
of the main trading posts between Europe and Africa. The country
has attracted substantial foreign investment due to the advantages
of having an economic high-skilled labor force and its proximity to
Western Europe. This has also been possible by the macroeconomic
and structural reforms which began in the mid 1990’s and have resulted
in a more diversified economy, stronger public finances and a stable
financial sector
The official currency is the Morrocan Dirham and $1 USD is equivalent
to 9.60 Dirham. It has a current inflation rate of 1.5%, nevertheless it
is supposed to increase to 2% in the next five years. The interest rate
of the country is steady at 2.25%. The GDP per capita of $9,339 makes
it the fifth largest economy in the African continent and expects it to
continue to grow at around 4.9% annually. Morocco also has one of
the lowest disposable incomes in the world, equivalent to $3262 per
capita, nevertheless it has been increasing yearly.
72
The country has had a Free Trade Agreement with the United States
since 2006 and with Europe since 2000. The Moroccan government
is encouraging of foreign investment and has made a series of
regulatory changes to improve the investment climate in the recent
years. The country welcomes foreign investments into its privatization
program and does not pre-screen or select foreign investment projects.
It also offers free repatriation of foreign exchange related to foreign
investment. This year’s Foreign Investment Index rated the country
at a 7.5 which is above average and signifies good level of viability
for foreign investment. The economic landscape of the country is
very favorable for foreign investment as it is both supported by the
government and is expected to continue to grow.
73
 Social
Morocco has a population of 35 million people which is mostly of
an Arab and Berber stock blend, as well as a Jewish, African and
European minorities. The majority of its people are Sunni Muslims,
but Christianity and Judaism is also practiced among the remaining
minorities. As such, Muslims are expected to pray five times a day and
Friday is the Muslim holiday and a lot of businesses are closed on this
day, Although Arabic is the official language, French is widely spoken in
the country, especially among the elite, and it is the language in which
business is conducted. The literacy rate of the country is very low and
something that the government is battling since it is approximately
51.7%.

The people of Morocco value relationships and this is how business is

conducted in Morocco. Who you know and one’s connections are more
important in this country than what you know at the time of doing
business. Although Morocco is one the most progressive countries in
the continent for the advancements made for women, it is still a strong
patriarchal society. There are more and more efforts being made each
day toward women empowerment and equality, but overall education
for women is less accessible and they face constant male harassment.
The socio-cultural enviroment of Morocco is therefore improving each
day, and it is important for Bottega Veneta to be well connected within
the country in order to succesfully open their new store.

74 75
 Technological
Science and technology have drastically improved in Morocco
throughout the years. The recent technological advances like IT and
scientific research have helped the country drive up development and
business. The Moroccan government began a series of reform efforts
with the national ICT plan, the reforms have allowed the country to
surpass their neighboring countries in terms of technology. The country
has also incorporated technology by offering incentives for scientific
research. The country has thus created a rich talented pool of research
professionals and quality laboratories compared to neighboring
countries. The technological advances in the upcoming years is highly
beneficial for foreign investment due to the advances in transportation
technology in the country and the emerging trends of the internet and
mobile applications through smartphones and tablets.

76 77
 Environmental
Morocco’s main environmental issues concern the conservation and
preservation of its ecosystem and resources. Ecologically unsound
environmental practices have had a detrimental effect on the country
and its landscape. Practices like livestock overgrazing, deforestation,
and poor soil conservation has led to soil erosion and desertification.
The country’s water is polluted due to industrial waste and oil and is
contaminated due to raw sewage. An estimated 98% of the nation’s
cities and 58% of rural dwellers have access to pure water. Destruction
of the nation’s wildlife has increased due to pesticides, insect
infestation, and accidental oil spills, as well as illegal hunting and
fishing. The elimination of the wildlife living areas has threatened and
endangered 18 mammal species, 11 bird species, and 182 plant species.
78
The country has taken several measures in the recent years in order to
save their environment and improve the Moroccan quality of life. The
country is set to generate 52% of its electrical needs through renewable
energy by 2030 and has lifted all subsidies on gas and heavy fuel
oils in order to encourage more efficient use of energy. The country
has also improved their coastal zone management, development of
sustainable aquaculture, and conserving their underground aquifers
to replenish itself. Morocco is making efforts to reap the benefits of
adapting to climate change and lessening the impact it will have on
the country. The countries environmental advances in the last few
years has increased the attractiveness to foreign investment due to
the emerging trend of being environmentally conscious and preserving
the environment. Foreign investors value the environmental efforts
due to the increase in the quality of life.
79
 Legal
The Moroccan legal system is a mixed system based on civil law,
comprised of French law and Islamic law. The law is comprised of an
administrative and a judicial system. The administrative judiciary has
jurisdiction over matters where the administration is involved. While
the judicial system handles all criminal, civil, and commercial matters
between parties. The country’s legal system is crucial for foreign
investors due to legal matters that the business may possibly be
involved in. The legal system is attractive to foreign investors due to
the structured and organized legal system that will confirm that all
legal proceedings will be held in a correct and just manner.

80 81
 Market Analysis
82 83
 Moroccan Market
Morocco is a country of approximately 35 million people located on
the Maghreb area of Africa. The country is slightly larger than the U.S.
state of California and has a Gross Domestic Product (GDP) of $111.4
billion in 2018. The state budget for 2019 is based on the anticipated
GDP growth of 3.2%. According to A.T. Kearney, Morocco ranks seventh
in the world as the most attractive market for expansion. The country
is also ranked fourth in the list of the top ten wealthiest countries in
Africa.
Size of Retail Market
The size of the retail market in Morocco is worth approximately $38
billion, while the internet retail market size is only valued at $333
million. Brick-and-mortar is growing slowly in the country at around
1.3%, while online retailing is growing at a faster rate of 10%. Online
retailing is growing much faster because households are becoming
more confident ordering on e-commerce platforms. Consumers are
using a mix of both national and international websites when making
online purchases.

There are several factors contributing to the country’s growth,

including growing urbanization, changing demographic profiles, and
an expanding middle class. When demographic profiles change and the
middle class expands, the desire for status through purchasing luxury
goods begins to grow. Africa is the second fastest developing economy
in the world, following Asia-Pacific. The African individual wealth is
expected to grow an estimated 34% in the next ten years. In 2017,
the African luxury sector generated approximately $6.0 billion dollars
through categories like luxury cars, fashion, watches, jewelry, and
hotels. Morocco and South Africa account for 86% of Africa’s directly-
operated luxury stores, making the country the perfect destination for
a company looking to expand into the emerging market.

84 85
 Entry Mode
Joint Venture
The entry mode into Morocco for Bottega Veneta’s new store in
Casablanca would be a 50/50 partnership with Aksal Groupe SA. They
are the largest Moroccan group specializing in department stores,
luxury retail, and shopping malls. The joint venture is the perfect move
for penetrating this new market because they are also part owners of
the Morocco Mall in Casablanca, the location of where the new store
will open. Aksal Groupe SA’s CEO is Salwa Idrissi Akhannouch, who is
also one of the most influential women in the Middle East.

86 87
 Key Players in Morocco
88 89
 Dior
Moroccan inspiration and spirit has marked the House’s history and
accompanied it’s through various collections. The luxury brand’s 2020
Cruise show by Maria Grazia Chiuri was presented in Marrakech. The
designer collaborated with several African artists on the “Common
Ground” collection where they exhibited light interplays between
Dior and the African continent. Dior and Morocco’s bond began with a
partnership between the luxury brand and Maison Joste in Casablanca
in the fifties. The dual label was due to the clothing being made in
Casablanca but designed in Paris. The luxury brand has had several
pieces throughout the years inspired by this partnership of the
Casablanca dress that included an ivory silk pantsuit by Gianfranco
Ferré and tulle bodysuits with henna tattoos by John Galliano. The
luxury fashion house has two stand-alone boutiques in Morocco. The
first location is at the Morocco Mall in Casablanca and the second
location is in La Mamounia Hotel in Marrakech.

90 91
 Saint Laurent
The luxury brand has a long history and love affair with the country of
Morocco. The legendary designer visited Marrakech in 1966 and was
instantly captivated by the city’s colors and clamour. Saint Laurent
purchased his home, the famous Jardin Majorelle, after they famously
saved it from demolition and called Villa Oasis his refuge and muse
until his death. They recently opened Musée YSL Marrakech (mYSLm)
steps from his late home where the museum is dedicated to the life
and work of the designer. The museum displays an undying devotion
to the Moroccan culture and heritage through Saint Laurent’s vast
collection of haute couture that is preserved in the city that inspired
it. The luxury brand has two stores in Morocco; One in Casablanca and
the other in Marrakech.

92 93
 Other Competitors
• Louis Vuitton
• Fendi
• Gucci
• Ermenegildo Zegna
• Emporio Armani
• Ralph Lauren

94 95
 Indirect Competitors
Marwa
Founded in 2003 in Casablanca, Marwa is a leader in high-street fashion
in Morocco. The brand’s collections are intended for young, active
women from Morocco and the MENA countries. The brand focuses
on creating fashion that is culturally and economically accessible to
women in the country. The brand has a strong recognition of its social
footprint and has created thousands of jobs in its sector.

Flou Flou
Created in 1999, Flou Flou is a fashion brand based out of Morocco. The
fashion brand is positioned as a high-end fashion brand that cultivates
the Morocco culture and style into their clothing for women. The brand
focuses on apparel like dresses and jackets, shoes, handbags, and
fashion accessories.

Amith
The Association for Textile and Clothing Industries also known as AMITH,
is a Moroccan textile company. The textile sector is set to become a
key factor in the emerging fast-fashion industry. This Moroccan brand
works with large European retailers like H&M and Primark to create
their clothing. These collaborations have brought thousands of jobs
into the country and sector.

96 97
 Other Indirect
Competitors
• Zara
• H&M
• Gap
• MaxMara
• Lacoste
• Philipp Plein
• Just Cavalli

98 99
 Target Consumer
100 101
 Demographics
The ideal target consumers for Bottega Veneta within the African
market are women and men between the ages of 22 and 50. These
individuals are financially affluent with a decent amount of disposable
income. Ideally, they are located in big cities in Morocco. However,
because of the lack of presence of luxury brands in the region,
consumers may live in nearby African countries.

These consumers are literate and have a college education. While

education for women is somewhat new in the country, these women
come from top elite families. Consequently, education for them was
essential and accessible. Because of this, men hold high-level positions
in companies, earning a decent amount to sustain their families and
enjoy leisure activities. Lastly, the ideal income for the broader target
consumer segment is of €110,000 or more.

102 103
 Psychographic
Segmentation
Moroccans are family-oriented individuals. The majority of families
live together with up to two or three generations under the same roof.
In Morocco, religion has a significant influence on society. Islam is
the most popular one, followed by Christianity. Because of this, the
majority of public entertainment venues have built-in Mosques so
individuals can practice with no inconvenience.

Affluent families are known for being big spenders. The majority enjoy
night outs at restaurants and splurging in high-quality products and
services. For Moroccans, lunch is the most important meal of the day,
which is why they usually gather together at the house and celebrate
the feast. Going out at night is widely popular, as well as outings with
the family.

They have an entrepreneurial mindset. Itis no secret that Moroccan

markets are one of the most popular in the region. Many tourists and
the majority of locals would spend hours walking up and down the
streets of these markets, searching for unique and local pieces. The
markets are not only famous for artisanal products, but local fashion is
a significant driver. However, there is always room for western brands
to make it into the fashionistas of the country.

104 105
 Behavioral
Segmentation
Our ideal target consumer is a traveler at heart. Seeking out foreign
adventures is part of his or her bucket list. Among the most popular
attractions in their itinerary, you can find the Middle East and France,
primarily because of their influence in the Moroccan culture, but also
because of their beautiful scenery and high fashion finds. Additional
to their fashion obsession, food is a big thing for them. Trying out local
cuisines is something they enjoy very much.

While their passports have been stamped quite a lot, traveling locally is
something they enjoy as well. Like mentioned before, these consumers
embrace their culture and buy local brands often. It is no lie that
Moroccans are very open-minded when it comes to fashion. Staying
true to their culture and religion is of high importance, but exploring
and adapting western trends is popular among young consumers.

These young consumers enjoy shopping trips to nearby countries,

especially Dubai and Abu Dhabi. Which is why being present in
Morocco is of utmost importance. While drinking is mostly rejected by
many, they enjoy night outs with friends and non-traditional activities.
In recent years, Moroccans have shown an increase in online shopping
and a presence in social media. This has also lead to a rise in the
popularity of fashion blogs.

106 107
 Sophia
• Lives in Casablanca

• 29 years-old

• College graduate

• Fashion Blogger and Designer

• Income: $350,000

• Travels often. Favorite destinations are: France, UAE, and Spain

• Supports local designers, but also shops European fashion

108 109
 Karen & Elias
• Couple that lives in Marrakech

• 34- and 37-years old

• 3 kids

• College graduates

• Elias has a high position at a tech company

• Income: $400,000

• Love spending time outdoor with the kids

• Travel often to the UAE and locally in Morocco

110 111
 Khalilb
• Lives in Casablanca

• 32 years-old

• Single

• College graduate

• Professional photographer and entrepreneur

• Income: $200,000

• Loves capturing every place he visits

• Likes to dine out with friends and is very stylish. Loves to share his outfits

on social media.

112 113
 Store Location
114 115
 Trading Area
Analysis
The Luxury of Africa
The African continents represent an active growth market for Bottega
Veneta, with luxury retail sales growing 5.6% year-on-year within the
region. In 2017 alone, the African luxury sector generated approximately
$6 billion in revenue. There is a growing demand for well-known
international luxury brands and the expansion of modern retail outlets
within Africa due to the region’s growing wealth.

Primary Expansion
Morocco represents a profitable entryway into the luxury sector of the
African continent due to its rising number of modern shopping malls
and stand-alone stores in the country’s high-end neighborhoods. Most
brands begin operations through agreements with local partners either
through franchising rights or joint ventures with local distributors. It
is imperative to prioritize retail expansion in the larger cities, and
leading economic centers of Morocco as disposable incomes are
higher. Consumers have a greater inclination to look for variety and
imported goods within these cities.

116 117
 Potential
Trading Areas
The nation of Morocco is divided into 16 regions each with unique
historical features and attractions. Five regions were identified as
potential trading areas due to their economic promise and large
populations.

Grand Casablanca Rabat-Salé-Zemmour-Zaer

• Coast of North-Western Morocco • North-Western Morocco
• Population: 3.9 million • Population: 2.3 million
• Most densely populated region • Rabat is the region’s capital and capital of Morocco
• Capital city and popular tourist destination: Casablanca

Marrakech-Tensift-El Haouz Fes-Boulemane

• Central Morocco • Northern Morocco
• Population: 3.1 million • Population: 1.5 million people
• Capital of region and tourist destination:Marrakech • Capital city and popular tourist destination: Fez

Tangier-Tétouan
• North-Western Morocco
• Atlantic ocean to the west, Mediterranean Sea & Spain to the north
• Population: 2.5 million
• Capital city: Tangier

118 119
 Grand Casablanca
Region
The Grand Casablanca region is located along the coast of the Atlantic
Ocean and represents one of the largest Moroccan consumer markets.
Situated between two of the nation’s major cities of Rabat and
Marrakech, the region is home to a well-developed port infrastructure
allowing for foreign trade activities. A strategic development plan is
currently underway in the area, including a $742 million infrastructure
project to expand the tramway network and further development of
the road network. The population of the Grand Casablanca region
exceeds 3 million people, accounting for 11% of the entire nation of
Morocco. The majority of the population is young, with 98% living in
urban areas.

Casablanca
Casablanca is the largest city within the region and is expected to
account for 14.6% of the urban population by 2030. The city also has
the highest GDP in Morocco, contributing 18% to the nation’s economy.
Within the town is the first government-sponsored financial project
known as the Casablanca Financial City, which ranks second behind
Johannesburg in foreign investment. With regards to retail operations,
apparel and accessories retailers can anticipate a 4% CAGR for the
sector reaching $4 billion in 2023 within Casablanca. Consumer
behavior is heavily influenced by urbanization and changing lifestyles
within the city. Working adults and students, a central segment of the
population, are changing their wardrobes with higher frequency and
are conscious of apparel trends through social media.

120 121
 Area Factors &
Attractions
Casablanca is heralded as a tourist attraction famous for its museums,
spas, beaches as well as its architecture and landscapes. In 2018,
tourist arrivals in Casablanca rose by 8.2% to 12.28 million from the
previous year. As a leading cultural hub, the museums of Casablanca
attract millions each year. Popular attractions include Jemaa El-Fna
and Walidiya Beach, the Moroccan Hammam spa, and the Mosquée
Hassan II. The city of Casablanca is a central business center close to
the International Airport and has a high-quality infrastructure.

Site Analysis
Several obstacles for retail expansion within Morocco and, more
specifically, Casablanca, include the limited physical space available
in the city and the rising price of commercial real estate. The best
option for international players looking to break into the luxury
market is opening retail operations in the town & shopping centers of
Casablanca. The Morocco Mall shopping center located in the city is
the most popular location for new retail outlets with high foot traffic.
The mall is known for catering to the modern lifestyles of households
located in urban areas.

122 123
 The Morocco Mall
The Morocco Mall is the second-largest shopping center in Africa
located in Casablanca by the Atlantic ocean. Construction commenced
on the shopping center in 2007 with a budget of $240 million with lead
design by Davide Padoa of Design International. The 753,500 sq feet
space opened in December 2011 and has three floors, 350 shops, and
is home to over 600 brands. Visited by 17 million people annually, the
Morocco Mall has peaks of up to 120,000 people per day during special
events or holidays.

Restaurants Movie theater Aquarium

Site Attractions • 47 restaurants • IMAX & 3D • One million liters of seawater
• 4 different food courts • Universe 6D • Panoramic elevator to observe within

There is an ample amount of attractions within the Morocco Mall,

including a traditional souk and mosque. Souk Musical fountain Ice skating rink
• 48 handpicked artisans • 6,000 m², 210 m long • 1100 m2 ice rink
• Wide selection of artisan products • Second to only Bellagio Las Vegas and Burj Khalifa from Dubai • Winter village with medieval concept

124 125
 Transportation &
Parking
There is a shuttle service available within the mall that travels between
the top hotels and the shopping center. Taxi services are also possible
to patrons upon request. The Morocco Mall has two parking areas,
including a two-level structure within the mall to provide direct access
and an additional lot outside of the mall.
126
Miraj Luxe
The Miraj Luxe is a separate space on the first floor of the Morocco
Mall that houses 30 prestigious brands, including Fendi, Dior & Louis
Vuitton. The area is designed as a showcase with sumptuous decor
and precious materials. High-end service is available within the
Mirage Luxe, including valet services and access to the second-floor
private lounge known as the “Miraj Suite.” The 400 sq meter suite
overlooks the Atlantic Ocean and is reserved for clients seeking a
private shopping session.
127
 Store Design
128 129
 Design Strategy
The design strategy for the Bottega Veneta retail expansion within
Morocco is a boutique store format with local architectural influence.
Product availability within the location will follow the brand’s multi-
brand store format strategy and will include leather goods, shoes,
and accessories for both men and women. This product mix is in line
with the target consumer needs and offers an exclusive and coveted
assortment. The store’s design will showcase local architectural
influences, including that of the Arab-Andalusian Empire, complete
with modernist grandeur with ample space and light.
Physical Structure
The exterior facade of the boutique will follow the brand’s design
for locations of strategic importance. The intrecciato weave that is
used as a trademark for Bottega Veneta’s leather goods will be a
vital part of the store facade to showcase the brand’s attention to
detail and expert craftsmanship. The boutique will employ a free form
store layout to allow for free choice of movement from the customer’s
perspective. This layout lends itself to maximum product exposure,
relaxed and unregimented shopping, and visual appeal and flexibility.
Traffic flow variables will allow for freedom to explore. The boutique
will be a curated experience to sell across categories and allow for
homogeneity across categories.
130
Fixtures
Fixtures within the boutique will be crafted from sophisticated
materials with unique ties to Andalusian architecture, including display
tables crafted from jasper and porphyry and contrasting accents of
ivory, silver, and copper. To showcase accessories, shoes, and leather
goods, the display tables made of stone will be used to showcase the
brand’s attention to detail. Built-in shelving units and wall niches will
add dramatization and add focus to the product with strategic back-lit
spaces to display accessories and leather goods. Specific furniture will
be curated for the location selected from the Bottega Veneta home
collection. It will be in line with the local aesthetic while also paying
homage to the Italian heritage of the brand.
Special Allocation &
Productivity
The store design is conducive to convert foot traffic into transactions.
It showcases relevant product categories for the region and allows for
cross-selling opportunities. ‘The consumer will experience a natural
exploration of the boutique through a curated journey.
131
 Ambiance
The ambiance of the boutique leverages intangible and esoteric
elements to elicit an emotional response from consumers as well as
brand resonance.

Sight
• Raised lighting raised and illuminated ceiling.
• Gender specific areas based on color merchandising technique.

Smell
• Scent marketing.
• Leverage the brand’s fragrance portfolio within retail space.

Taste
• Non-merchandise related services in line with special events.
• Drive foot traffic & associate brand will indulgences.

Touch
• Sumptuous materials including fine leather, handcrafted oak,
suede.
• Product & product representation.

Sound
• Pre-designed playlist organized by time of day for consumer
engagement optimization.
• Non vocal music to allow for greater concentration.

132 133
 Visual Merchandising
The boutique’s merchandise presentation will be a style item
orientation with a homogenous product and its variations displayed
together. This merchandising strategy allows for maximum product
exposure and high visibility within the location. The location will
house open back and straight back windows for a display to leverage
the smaller square footage and allow consumers to see inside the
store. This window display also falls in line with the strategy of other
stores within the Miraj Luxe space as it operates as a showcase for
high-end brands.

134 135
 Safety & Security
The Morocco Mall employs a security staff of 350 people mobilized
by the Mall Management staff. The security staff oversees the daily
activities and operations of the mall. There are also more than
300 cameras within the mall in addition to service providers for
maintenance, safety, and fire safety. The Bottega Veneta boutique will
also utilize in-store cameras, anti-theft technology, and will follow the
Morocco Mall guidelines.

Lease vs. Purchase

A commercial lease is the better option for Bottega Veneta’s retail
expansion into Morocco. Under Moroccan law, the length of the
lease term is not regulated, and the tenant and landlord are free to
conclude a lease for an agreed amount of time. Typically commercial
contracts are entered into for an initial fixed period of 3 to 6 years.
Tenants rights are strong within the nation as well, as a tenant may
claim compensation, or indemnité d’éviction, based on the value of a
business if and when the lease is terminated.

136 137
 Product Plan
138 139
 Product Plan
The product plan for the Bottega Veneta boutique within the Morocco
Mall is in line with the needs and tastes of the new target consumer.
The Moroccan consumer is cognizant of new trends via social media,
has a strong focus on leather goods and accessories as they tend to
buy luxury accessories to offset more affordable labels within their
wardrobe.

Allocation and Merchandise

Product Plan % Product Category Average Price
Handbags 50% Handbags € 3,791.63
Small Leather Goods 25% Small Leather Goods € 475.69 Annual Human Resource Budget
Shoes 15% Shoes € 1,392.76 Human Resource Budget Annual Salary Total
Accessories 10% Accessories € 892.60 Store Manager 1 € 74,142 € 74,142
Total 100% Merchandise Manager 1 € 56,617 € 56,617
Assistant Sales Manager 1 € 47,990 € 47,990
Sales Associate 2 € 38,014 € 76,028
Part-Time Associate 2 € 19,007 € 38,014
Annual Total € 292,791

140 141
 Promotional Plan
142 143
 Invitation to Opening Celebration
Mall Advertising
Localized Digital Strategy
Print Media
Launch
Store Opening Celebration
PR
Localized Digital Strategy Gantt Chart - Promotional Activities
2020 Media
Print 2021
November December January
Newsletter/Email February
Marketing March April May June July August September October November
Pre-Launch Mall Advertising

Promotional Timeline Budget Allocation

PR CRM
Invitation to Opening Celebration Post-Launch
Mall Advertising PR
Localized Digital Strategy Localized Digital Strategy
Print Media Print Media
Launch Billboards
Store Opening Celebration In-Store Specialty Events
PR CRM
Localized Digital Strategy
Print Media
Gantt Chart - Promotional Activities Newsletter/Email Marketing Print Media 17%
2020 2021 Mall Advertising PR 10% 10%
November December January February March April May June July August September October November
CRM
Pre-Launch Opening Celebration 19% 17%
Post-Launch
PR Outdoor Advertising 18%
PR 6%
Invitation to Opening Celebration Digital Strategy 12%
Localized Digital Strategy
Mall Advertising
Print Media Influencer Marketing 8%
Localized Digital Strategy
Print Media Billboards Newsletter/Email Marketing 6%
In-Store Specialty Events 8%
Launch In-Store Specialty Events 10%
Store Opening Celebration CRM 10
PR
Localized Digital Strategy
Print Media Print Media 17%
Newsletter/Email Marketing PR 10% 10%
Opening Celebration 19% 17% 12%
Mall Advertising Print Media
CRM Outdoor Advertising 18%
Digital Strategy 12% 6%
Post-Launch
Influencer Marketing 8% PR
PR
Newsletter/Email Marketing 6% 19%
Localized Digital Strategy
In-Store Specialty Events 10% 8% Opening Celebration
Print Media
Billboards 10%
18%
Outdoor Advertising
In-Store Specialty Events
CRM
Digital Strategy
12% TOTAL = $402,706
Print Media 17%
Influencer Marketing
PR 10% 10%
Opening Celebration 19% 17%
Print Media 19%
Outdoor Advertising 18% Newsletter/Email Marketing
Digital Strategy 12% 6%
Influencer Marketing 8% PR
In-Store Specialty Events
Newsletter/Email Marketing 6% 18%
In-Store Specialty Events 10% 8% Opening Celebration
10%
TOTAL = $402,706
Outdoor Advertising

Digital Strategy
12%

144 Influencer Marketing

145
19% Newsletter/Email Marketing

18% In-Store Specialty Events

TOTAL = $402,706
 Print Media
As part of the communication plan for the launch of the first Bottega
Veneta store in Morocco and the African content, the following
magazines will feature the campaign announcing the new store
opening.

• Femmes du Maroc
• Citadine
• L’Officiel
• Vogue Arabia
• Harper’s Bazaar Arabia
• Gazelle

146 147
 Grand Opening
Celebration
The brand will launch a grand opening celebration to debut their first
store in Morocco and most importantly the African continent. The event
will be hosted off-site the mall, in a magnificent Casablanca Palace.
For the celebration, the brand will collaborate with local artisans in
order to debut a special goods collection. These items from the new
limited edition collection will be gifted to each guest.

The invitations will be sent out a month in advance to Moroccan

socialites, influencers and other notables and it will be hosted by
Daniel Lee himself. Other important brand representatives will be in
attendance as well. With the help of the PR Media+ group, a great
number of guests will be dressed and accessorized head-to-toe in the
brand’s latest collection.

The celebration will be recorded through various social media channels

and the brand will issue an official press release covering the event
and launch of the store.

148 149
 Outdoor ADS
Outdoor advertising will be used to create awareness and eventually
drive footfall to the Bottega Veneta store in the Morocco Mall. The
brand will strategically place ads both inside and outside the mall as
well as several billboards in Morocco.

150 151
 Influencer Marketing
Influencer marketing will be used in order to establish brand awareness
in the new geographical location. Various specially selected Moroccan
fashion influencers will be gifted different pieces in order to represent
the strong product mix available in the new store.

Sofia el Arabi Afaf and Marwa Yasmina Olfi Khalilb Alaoui

@sofiaelarabii @afafandmarwa @fashionmintea @khalilb.alaoui

Sofia El Arabi has 89k followers. She is known for her statement style Afaf and Marwa have a total of 129k followers. They are two sisters who Yasmina Olfi is the fashion blogger behind Fashion Mint Tea with a total Khalilb Alaoui is a film maker and content creator based in Casablanca.
of mixing Moroccan fashion with Eastern influences. She is admired provide lifestyle tips including fashion, accessories, makeup, shopping of 187k followers. She is known for her glamourous and sophisticated With a following of 75K, he is also considered a male fashion blogger.
for providing fashion tips with a strong Arab identity. and much more. They appeal to a younger Moroccan audience. looks and her Instagram features her luxurious travel and lifestyle. His style is fashionable yet casual.

152 153
 Public Relations
Bottega Veneta will hire the most influential PR agency in Morroco, PR
Media+, to aid the pre and post-launch of the new store. PR Media+ has
an extensive portfolio of clients, including Aksal Groupe. The agency
who has worked with other luxury brands will aid in the following tasks:

• Guestlist for celebration

• Newsletter/Email marketing
• Press releases

154 155
 In-Store Specialty
Events
After the official launch of the store, the brand will continue to host
in-store specialty events every so often. These events include but are
not limited to pre-launch collection previews, influencer and celebrity
hosting, as well as art exhibitions and collaborations.

Digital Strategy
The digital strategy is important because it will help create brand
awareness and increase footfall to the store as well as managing
client relationships. The strategy will specifically focus on.

• Search Engine Optimization (SEO)

• Customer Relationship Management (CRM)
• Local Instagram campaign
• Local Facebook campaign

156 157
 In-Store Strategies
Threshold Attributes
• Trained and knowledgeable sales personnel.
• Professional customer service.
• Cashier with several payment options (Visa, Mastercard, ApplePay,
Amex).
• Adequate product mix with a variety of colors and sizes.
• Organized and well-kept store-front.

Performance Attributes
• Guests are offered refreshments.
• Get informed on new arrivals to the store with newsletters.
• Styling support and Miraj Luxe access.
• Delivery service for products.
• Top-of-the-line packaging.

Excitement Attributes
• Unique blend of Moroccan and Italian petit fours.
• Exclusive customization services with home delivery.
• Partner with local artisan to develop small limited edition
collection for grand opening celebration event.

158 159
 Staffing & Recruiting
160 161
 Employee Tasks
Organizational Chart
General Manager Visual Merchandise Manager
General
Manager •
•
Managing the store budget.
Recruiting, training, and supervising the store staff.
•
•
Implementing Bottega Veneta’s visual merchandise strategy.
Creating appealing and eye-catching product displays.
• Providing regional manager with store financial performance. • Train new hires in product knowledge.
• Maximizing store profitability by providing store sales associates • Make sure product image inside the store follows company
with goals. guidelines.

Assistant Assistant Visual Merchandise

Manager Manager Manager Assistant Manager Sales Associates
• Ensure employees follow the company’s code of conduct. • Greeting customers as they enter the store and assist them by
• Assisting the General Manager in organizational tasks. answering any questions.
• Ensure store profits are maximized. • Maintaining the store in orderly appearance.
• Ensuring customer satisfaction. • Operating the registers and handle any financial transaction.
• Increase store sales by cross-selling products from different
categories.

FT FT
Sales Associate Sales Associate Reward System
Bottega Veneta employees at the Casablanca location will receive as
compensation:
PT PT • Base Salary
• 4% Commission
Sales Associate Sales Associate • 401K equivalent
• Discounts at all Kering brands
• 15 non-consecutive days of paid vacation.

The reward strategy inside the store will follow company guidelines.

162 163
 Recruitment Strategy
In order to adequately staff our store, we would take a mix recruitment
approach by utilizing internal and external sources. While Bottega
Veneta is not currently present in Morocco and this will be its first store,
Kering Group is present with other brands. The internal recruitment
will be done by asking current Kering employees in the country of
recommendations and seeking past Kering employees.
If internal resources are not successful to fully staff our store, we will
then resort to external resources. These external resources will include:
• Local Online Job Sites
• Private Employee Agencies
• Government Employment Agencies
• Newspaper Advertisements
• Educational Institutions
164
Training Approach
To ensure that our customers receive excellent service and assistance,
we will train our staff in-house. Prior to the grand store opening, we
will fly to Morocco a training manager. This person will be in charge of
passing on to the general store all the knowledge needed and required
by the company. These materials will include company information
and history, detailed product information, and any other information
the brand feels employees must know.
The training will be on not only the company code of conduct and
product knowledge but also the computer and cash register software.
Stores managers must be well trained to take on the business without
the need of a corporate representative. Parallel to the store managers’
training, sales associates will receive an intensive company and
product knowledge course. This training will ensure the employees will
be ready to adequately represent the brand and what it stands for in
front of customers.
165
 Financial Plan
166 167
 51,000 50,000 51,000 52,000 56,000 58,000
0.17% 0.17% 0.17% 0.17% 0.17% 0.17%
DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 7
86.7 85 86.7 88.4 95.2 98.6
3% 3% 3% 3% 3% 3%

€ 3,374.45 € 3,374.45 € 3,374.45 € 3,374.45 € 3,374.45 € 3,374.45 (Put next to big graph)
UE TOTAL REVENUE TOTAL REVENUE TOTAL REVENUE TOTAL REVENUE TOTAL REVENUE TOTAL REVENUE WEEKLY TOTAL
€ 8,776.94
€ 3,510.78
DAY 2
Sales Forecast
€ 8,604.85
€ 3,441.94
DAY 3
€ 8,776.94
€ 3,510.78
DAY 4
€ 8,949.04
€ 3,579.62
€ 9,637.43
€ 3,854.97
€ 9,981.62
€ 3,992.65
€ 64,536.36
€ 25,814.54 Number of Visitors
Human Resources Budget
Allocation and Merchandise
DAY 5 DAY 6 DAY 7 Annually 18,000,000
€ 4,388.47 € 4,302.42 € 4,388.47 € 4,474.52 € 4,818.71 € 4,990.81 Monthly 1,500,000
€ 2,194.24 € 2,151.21 € 2,194.24 € 2,237.26 € 2,409.36 € 2,495.41 Weekly 375,000
€ 877.69
€ 1,316.54Sales
€ 860.48
Forecast
€ 877.69
Product Plan
€ 894.90 € 963.74
%
€ 998.16
Product Category Average Price
50% € 64,536.36 Handbags € 3,791.63
€ 1,290.73 € 1,316.54 € 1,342.36 € 1,445.61 € 1,497.24

Location Foot Traffic Per Day 57,000

Handbags
51,000
Weekly Net Revenue
50,000 Annual Net Revenue
51,000 52,000 56,000 58,000
€ 3,355,890.53
Percentage of Conversion 0.17%
DAY 1
Small Leather
0.17%
DAY 2
Goods 0.17%
DAY 3
25%
0.17%
DAY 4
Small
0.17%
DAY 5
Leather
0.17%
DAY 6
Goods 0.17%
DAY 7
€ 475.69 Annual Human Resource Budget
15% Shoes € 1,392.76 Human Resource Budget Annual Salary Total
Foot Fall 97 86.7 85 86.7 88.4 95.2 98.6

s Sold Per Day

Conversion % 3% Shoes
3% 3% 3% 3% 3% 3%

10% Accessories € 892.60 (Put next to big graph)Store Manager 1 € 74,142 € 74,142
IT
DAY 2
AVERAGE UNIT
AverageDAY 3
Basket
AVERAGE UNIT
DAY
AVERAGE
4
€ 3,374.45
TOTALUNIT
Accessories
DAY€53,374.45
REVENUE AVERAGE UNIT
TOTAL
DAY€63,374.45
REVENUE AVERAGE
TOTALUNIT
DAY€ 73,374.45
REVENUE AVERAGE
TOTALUNIT
REVENUE
€ 3,374.45
TOTAL REVENUE
TOTAL
€ 3,374.45
TOTAL REVENUE
€ 3,374.45
TOTAL REVENUE WEEKLY TOTAL

100% Merchandise Manager 1 € 56,617 € 56,617

1 1 1 9,809.53 1 € 8,776.94 1 1€ 8,776.94 9 8,949.04
5 5 Sold
Cost of Goods
€
5€ 3,923.81 Total 5€€ 8,604.85
5€ 3,510.78 3,441.94 5€ 3,510.78
€
34
€ 3,579.62
€ 9,637.43
€ 3,854.97
€ 9,981.62
€ 3,992.65
€ 64,536.36
€ 25,814.54 Number of Visitors
1 1 1 DAY 1 1 DAY 2 1 DAY 3 1 DAY 4 5 DAY 5 DAY 6 DAY 7 Annually 18,000,000
1
Handbags1 1
€ 4,904.76
2
€ 4,388.47
2
€ 4,302.42
2
€ 4,388.47
11
€ 4,474.52 € 4,818.71 € 4,990.81 Monthly Assistant
1,500,000 Sales Manager 2 € 47,990 € 95,980
Small Leather Goods € 2,452.38 € 2,194.24 € 2,151.21 € 2,194.24 € 2,237.26 € 2,409.36 € 2,495.41 Weekly 375,000
Accessories € 980.95 € 877.69 € 860.48 € 877.69 € 894.90 € 963.74 € 998.16 Sales Associate 2 € 38,014 € 76,028
Shoes € 1,471.43 € 1,316.54 € 1,290.73 € 1,316.54 € 1,342.36 € 1,445.61 € 1,497.24
COGS Markup = 60% Weekly Net Revenue € 64,536.36 Part-Time Associate 2 € 19,007 € 38,014
Exchange Rate = $0.90 Annual Net Revenue € 3,355,890.53
Annual Total € 340,781
Average Units Sold Per Day
DAY 1 DAY 2 DAY 3 DAY 4 DAY 5 DAY 6 DAY 7
AVERAGE UNIT AVERAGE UNIT AVERAGE UNIT AVERAGE UNIT AVERAGE UNIT AVERAGE UNIT AVERAGE UNIT TOTAL
Handbags 1 1 1 1 1 1 1 9
Small Leather Goods 5 5 5 5 5 5 5 34
Accessories 1 1 1 1 1 1 1 5
Shoes 2 1 1 1 2 2 2 11

AVR.PRICE
€ 3,791.63
€ 475.69
€ 1,392.76
€ 892.60

168 169
 Annual Income Operations Budget
Statement Annual Operations Budget Annual Logistics Budget
Annual Income Statement Operations Budget Annually Logistics Budget
Income Statement 2019 Rent € 68,070 Replenishment -
Net Sales € 3,355,890.53
Cost of Goods Sold € 1,342,356.08
Utilities € 7,000 Freight -
Gross Profit € 2,013,534.45 Maintenance € 5,400 Annual Total € 19,54
Miscellaneous € 6,000
Operating Expenses -
Human Resources € 340,781.00 Annual Total € 86,470
Logistics € 19,544.76
Promotion € 402,706.86
Depreciation € 14,876.00

Total Expenses € 777,908.62

Operating Income € 1,235,625.83
Logistics Budget
2019
Annual Operations Budget Annual Logistics Budget Annual Income
Depreciation Operations
AnnualBudget
Depreciation Annually Logistics Budget Income Statem
Store Fixtures Price Amount Total Price Residual Value Estimated Life Depreciation
Annual Depreciation Rent Shelving € 68,070
€ 10,000 4 € 40,000
Replenishment
- 5 € 8,000
- Net Sales
Store Fixtures Price Amount Total Price Residual Value Estimated Life Depreciation
Utilities
Display Cubes € 7,000 7
€ 4,200 € 29,400 - Freight 5 € 5,880 - Cost of Goods
Shelving € 10,000 4 € 40,000 - 5 € 8,000
POS System € 1,700
Display Cubes € 4,200 7 € 29,400 - Maintenance
5 € 5,880 € 5,400 2 € 3,400 -
Annual Total5 € 680
€ 19,544.76 Gross Profit
iPads € 590 2 € 1,180 - 5 € 236
POS System € 1,700 2 € 3,400 - Miscellaneous
5
Printer
€ 680 € 6,000 1
€ 400 € 400 - 5 € 80
iPads € 590 2 € 1,180 - 5 € 236
Printer € 400 1 € 400 - Annual
5 Total € 80 € 86,470 Total Depreciation € 14,876 Operating Expe
Estimated Life = Lease Term
Total Depreciation € 14,876 Human Resour
Estimated Life = Lease Term
Logistics
Promotion
170 171
Total Expens
Operating Inco
 Conclusion
172 173
 This year, Bottega Veneta express the desires of reinforcing their global
image by expanding to mature markets and reallocating current stores.
The company is currently experiencing a moment of ‘fame’. Under the
creative direction of Daniel Lee, the company is now perceived as an IT
brand, winning the hearts of young fashionistas. Bottega has recently
seen a decline in sales, so it is beneficial to grab that momentum to
grow bigger.

After careful consideration and extensive research, we found that

expanding Bottega Veneta to the African market. It is considered the
second fastest market in the world in terms of growth, and there is a
high demand for luxury items in the country. Inside the African market,
Morocco and South Africa are dominating countries. Both already count
with the presence of big luxury players like Gucci, Louis Vuitton, Dior,
and many more. Many factors were taken into account when making
the final decision of the location of the new Bottega Veneta store.

Morocco is a country that is currently experiencing significant

economic growth. Additionally, it receives millions of tourists per year
and is home to the second-largest mall in the region.

174 175
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177
 Ana Marino | Magdalena Atencio | Camilla Pedrozo | Gillian Dimick
Professor Alessandro Cannata | LXFM 745 | Fall 2019

178