Important moment Opening of stores

HISTORY
HISTORY Artistic direction Creations

2017
Artisanat prize at the
Loewe Fondation

1963: 1979: 2008

1st shop in London DA Renzo Zengiaro DA: Stuart Vevers

1945:
1876: 1974: 1988: 2003/2004
Creation of Boxcalf bags
Creation of E. Loewe DA Dario Rossi Loewe Fondation DA: Jose Enrique Ona Selfa

1970: 1983: 1996: 2013

• Women RTW Male RWT LVMH DA: JWA
• Creation of the logo
1905: 1st boutique in Madrid
Official supplier of 1997
the royaltie 1972: DA: Narciso Rodriguez
1st female fragrance
1998:
1910: 1973: 1st fashion show in Paris
1st shop in Barcelona 1st male fragrance
1st store in Japan
 EXPERIMENTAL
BRAND
BRANDDNA
DNA

PLAYFUL PROPORTIONS ART

CRAFTMANSHIP

LEATHER
SUSTAINABILITY

CONTEMPORARY CLASSICISM BEAUTY OF IMPERFECTIONS

KEY
KEYFIGURES
FIGURES
Pascale Lepoivre Guillaume Thery
CEO VICE PRESIDENT

TURNOVERS
2018:
• Loewe: 281 376 thousand of euro
• LVMH: 46 billions of euro
Jonathan Anderson
2021: ARTISTIC DIRECTOR
• Loewe: not given
• LVMH: 64 billions of euro

With this huge increase from

LVMH, we tend to think that Julio Guijarro Vigo Charlie Smith Pepe Fernandez Emmanuel Durand
the turnover of Loewe has also CFO CMO CIO DHR
increased by 33%

Leticia Lecuona
GLOBAL MERCHANDISER & SALES PLANNER
 TOTAL: 208 POINTS OF SALES
STORES
STORES ASIA (126)

• Japon : 42 • Philippines : 1

• Chine : 34 • Indonésie : 2

• Corée du sud : 14 • Malaisie : 2

• Taiwan : 10 • Macao : 2
• Thaïlande : 2 • Russie : 1
• Hong-Kong : 10 • Guam : 2
• Singapour : 3 • Iles mariannes du nord : 1
EUROPE (45)

• France : 12 • Espagne: 7

• Germany: 5 • Portugal : 1

• Italie : 5 • Danemark : 1

• Suisse: 1 • Ukraine : 1

• UK : 11 • Pologne: 1

MIDDLE EAST (6) NORTH AMERICA (22)

• Liban: 2 • USA: 17
• Kuweit: 2 • Mexico: 2
• EAU: 3 • Canada: 3

• Hawai: 1
OCEANIA (22)

• Australia: 5
STORES
STORES
➢ MAIN MARKET : ASIA
With around 130 stores
NORTH AMERICA
10%
➢ TARGETED MARKET
OCEANIA Asia, Europe, Middle-East, Oceania and North America
10%

MIDDLE EAST
2%
ASIA
58%

EUROPE
20%

POINTS OF SALES WORLDWIDE

CURRENT
CURRENTTARGET
TARGET
GenZ:
• People borned between 1997 and 2010

Why?
• Funny collaborations
• Fancy and atypical designs
• Pop colors
• Lots of influencers used for the
promotion of Loewe on Social Media

LOEWE x STUDIO GHIBLI

CURRENT
CURRENTTARGET
TARGET

Millenials & GenX

• High quality product

Why?
• Timeless design
• Qualitative materials
• Neutral colors
• Good reputation since their beginning
TARGETTO
TARGET TO REACH
REACH
FOCUS ON ASIAN MARKET
In July 2021
‘’ A singer-songwriter and rapper, Kim Hyun-ah is known to her fans
as HyunA — and now as a global ambassador for the Spanish leather
goods and fashion house.’’

• Her edgy look matches a lot the anticonformist direction of the

head design JWA

• With this new ambassador Loewe want to create loyalty with

thier korean customers

• HyunA has 17M of followers on Instagram: give a large visibility to

the brand

• HyunA is young and the ideal icon to targeted the GenZ market
BOARD OF
BOARD OF COMPETITORS
COMPETITORS
FORMAL & CLASSIC FANCY FUNKY & TRENDY

4000€ & more HERMES

CHANEL

CELINE FENDI BOTTEGA VENETA

2000 - 4000€
LOUIS VUITTON GUCCI BALENCIAGA

800 - 1000€ MANSUR GAVRIEL

MIU MIU
LEMAIRE
Y/PROJECT
500 – 800€ SEEN USERS JACQUEMUS
MARNI
ISABEL MARANT
SWOT
SWOT
STRENGTH
- High quality products
- Established brand
- LVMH
- Strong identity, creative brand
- Enhance craftmanship
OPPORTUNITIES
- Develop sustainability
- Become more popular and
impactful on social media
WEAKNESSES
- No real consistency between
their story / heritage and
their artistic direction today
- Niche brand not known by
people not interested in
fashion
THREATS
- Lots of competitors in the
leather goods area
- Too many funny and childish
collabs can loose more
classical customers
NEW
NEWLINE
LINE
Our idea:

Create a new line dedicated to business people who are

searching for praticality, originality and functionality to
carry all their stuff for work.

Exit the super classic and boring computer and phone

cases ; welcome to the trendy mix-&-match furnitures.
OFFICE ACCESSORIES LINE
The line takes also the inspirations from the iconic bags
of Loewe to create a consistant, complete look: from the
bag to the watch band !

In continuity with the surplus project, some models will

reuse leather scraps, and the packaging will be made
from recycled materials.
WHY
WHY ?? MARKET
MARKETTRENDS
TRENDS

APPLE LEADER
The covid-19 crisis has been a major boost to the
digitalization of businesses: home office, video
conferencing... According to a Wrike study, by 2030,
the demand for teleworking will increase by 30%.

Connected watch
As a result, digital supports sales will keep growing,

Smartphones
people need laptops to carry from the office to home,
constant launch of new phones models with new

Laptop
features, headphones, digital notebooks, but also the
growing market of the connected watches and new
technological accessories.
33,5% 22% 8%

Market Share 2021

FOCUS ASIAN
FOCUS ASIAN MARKET
MARKET

CHINA
989 millions of
HYPER-CONNECTED internet users
CONSUMER OMNICANAL 70,4% of the total
EXPERIENCE population

SOCIAL MEDIA ABOUT THE BRAND

PURCHASE LUXURY PRODUCTS
BOARD OF
BOARD OF COMPETITORS
COMPETITORS
FORMAL & CLASSIC FANCY FUNKY & TRENDY

4000€ & more HERMES

2000 - 4000€ LOUIS VUITTON

800 - 1000€

smythson
iphone
COLOR
COLOR RANGE
RANGE
Image colors

Our ‘’palette ’’ is based 278 C 101 C

on the last collection

of Loewe (SS22).
Neutral colors will be Trendy colors
our permanant colors
because they are easy
531 C
to buy and to match.
For the trendy colors 5773 C

we see a lot of Lilac

(pantone of the year), Permanent colors
neon yellow and sage
green. 7586 C
4685 C
Image colors are
funky-pop to attract Neutral Black C

customers. 655 C
11 STYLES
38 REFERENCES
COLLECTION PLAN
FOCUS WATCHES
FOCUS WATCHES

PUZZLE GOYA Each product are

inspired by an it-
product of Loewe. We
aim to attract
customers of the
brand who want to
mix-matched the
watch with the bag
they already have.
CIRCLE GATE
But, we also want to
attract new customers
thanks to this
partnership with
Apple.
APPLE WATCH
APPLE WATCH
Description:
Inspired by the Gate Bag, it is a refined apple watch band
that can be worn either on daytime or nighttime. The
bracelet is wrapped twice around the wrist, introducing
the detail of the knot. The colors are commercial since it
can match many outfits.

Dimensions: Material :
• Screen 40 x 34 x 10 mm • Calfskin leather
• Band S/M 110 + 98 mm • Palladium
• Band M/L 110 + 124 mm • Made in Spain
• 6 adjustment holes

Price: 850€

Targets: Women (Millenials, GenX)

APPLE WATCH
Description:
Inspired by the Circle Bag, it is a colorful apple
watch band with a very fun design. The band is
braided, and the colors make the watch very
fashionable.

Dimensions: Material :
• Screen 40 x 34 x 10 mm • Calfskin leather
• Band S/M 110 + 98 mm • Palladium
• Band M/L 110 + 124 mm • Made in Spain
• 6 adjustment holes

Price: 650€

Targets: Men and women (GenZ)

APPLE WATCH
Description:
Inspired by the Goya Bag, it is the perfect classical
band that can be worn everyday. The decorative
logo in palladium make the watch very refined.

Dimensions: Material :
• Screen 40 x 34 x 10 mm • Calfskin leather
• Band S/M 110 + 98 mm • Palladium
• Band M/L 110 + 124 mm • Made in Spain
• 6 adjustment holes

Price: 550€ (entry price)

Targets: men and women from every generation

APPLE WATCH
Description :
Inspired by the Puzzle Bag, it is a sophisticated
band design. In continuity with the surplus project,
the band use leather scraps that are sewn
together in the “puzzle” way.

Dimensions : Material :
• Screen 40 x 34 x 10 mm • Calfskin leather
• Band S/M 110 + 98 mm • Palladium
• Band M/L 110 + 124 mm • Made in Spain
• 6 adjustment holes

Price: 500€ (entry price)

Targets: Men and women from every generations

FOCUS CONNECTED ACCESSORIES

These new connected accessories are the only items not inspired by the Loewe
products. Their designs are totally new and innovative. With these items we wanted to
created the « office of the future » with super practical and designed products.
BATTERY
Description:
This external battery can charge devices by cable but also, the
iphone by simply putting it on the magnets located above the
battery. Easy to carry around, it is an essential part of the office
supplies.

Dimensions:
• 8.9 x 6.3 x 1.3 cm
• 120 g

Additional details:
• 20 watts
• Charging cable
• Charging magnet

Price: 250€ (key-entry product)

CONNECTED NOTEBOOK
Description:
This connected notebook has all the features of a
traditional notebook as you simply write on the screen
with the pen as you would on a sheet of paper, however
it is digitalized in real time. It is a very innovative and
intuitive accessory of the office.

Dimensions: Material :
• 18 x 24 x 1,3 cm • Calfskin leather

Additional details
• Charging cable
• Pen

Price: 750€
AIRTAG HOLDER
Description:
An airbag holder that can be attached to a bag or a keychain,
so you can find your apple devices wherever they are. The
design is unique and sophisticated, with several layers of
leather scraps sewn. The colors are fashionable, and the
product itself is very innovative.

Dimensions: Material :
• Screen 40 x 34 x 10 mm • Calfskin leather scraps
• Band S/M 110 + 98 mm reused
• Band M/L 110 + 124 mm • Made in Spain
• 6 adjustment holes

Price: 300€

Targets: GenZ (men and women)

FOCUS IPHONE CASES

GATE

These iphone cases are also inspired by

iconic Loewe bags.

It is the affordable product of the

collection. Attractive and easy to buy, in
order to mix-match with other Loewe
products.
PUZZLE
IPHONE CASE

Price: 350€ (based on Loewe prices)

IPHONE CASE

Price: 290€
FOCUS MAC CASES

PUZZLE GATE

DESSIN HOUSSE ORDI

Inspired by Loewe’s iconic bags, these computer cases meet today's needs. With the success of
teleworking today, computers are transported more and more between the office and home. These
cases offer despite the transport and protection of the devices, a real working space to settle
anywhere: airport, trains or at home if the client doesn’t have any proper space for work.
MAC CASES

Price: 850€
MAC CASES

DESSIN HOUSSE ORDI

Price: 600€
 6-8 STYLES
DISTRIBUTION
DISTRIBUTIONSTRATEGY
STRATEGY 25 REFERENCES

RETAIL

WHOLESALE

ON LINE (RETAIL + PURE PLAYERS)

ONLINE
ONLINE
DISTRIBUTION
DISTRIBUTIONSTRATEGY
STRATEGY
ASIA (126))
• Japon : 42 • Philippines : 1
• Chine : 34 • Indonésie : 2
• Corée du sud : 14 • Malaisie : 2
• Taiwan : 10 • Macao : 2
• Thaïlande : 2 • Russie : 1
• Hong-Kong : 10 • Guam : 2
• Singapour : 3 • Iles mariannes du nord : 1

EUROPE (45)

• France : 12 • Espagne: 7

• Germany: 5 • Portugal : 1

• Italie : 5 • Danemark : 1

• Suisse: 1 • Ukraine : 1

• UK : 11 • Pologne: 1

MIDDLE EAST (6) NORTH AMERICA (22)

• Liban: 2 • USA: 17

• Kuweit: 2 • Mexico: 2

• EAU: 3 • Canada: 3

• Hawai: 1
OCEANIA (22)

• Australia: 5
MOODBOARD
MOODBOARD STORE
STORE INTERIOR
INTERIOR
STORE
STORE WINDOW
WINDOW

One window of each Apple store

will be colored thanks to light. It
will attract customer to discover
what is happening inside the
store.
STORE
STORE INTERIOR
INTERIOR MODELISATION
MODELISATION

Storage compartment with big products such as mac folder

Merchandised hanging mobile with Loewe products

FACES
FACES

EVAN MOCK

MARGARET ZHANG
TOMMY DORFMAN

ICHON
DAN LEVY
COMMUNICATION
COMMUNICATION
INTERNAL COMMUNICATION BY JEANNE ZILIO (EUROPE & US) New Logo
COMMUNICATION
COMMUNICATION CONTENT
CONTENT
Youtube is the most used tool for The video will be on Youtube
advertising in the electronics (Vogue channel), an extract of the
accessories area ; that is why, we video will be on Reels from
want to promote our new instagram on the Vogue and
collection on this plateform. Loewe accounts. Finally, the video
will be on WeChat accounts of
24h Margaret Zhang is the yougest Vogue and Loewe. This last is a
with MARGARET ZHANG chief editor in the world and she is good way to make the link
in charge of Vogue China. With between Loewe and asia stronger.
this video we want to show the
life of a chinese, working woman
using the whole new line of
Loewe.

This will attract all the Vogue

followers, the fashion addict ones
which are our secondary target.
The first being the classical
working men and women.
WHAT
WHATKIND
KIND OF
OF DISPLAY
DISPLAY
E-MERCHANDISING
E-MERCHANDISING
E-MERCHANDISING
E-MERCHANDISING
E-MERCHANDISING
E-MERCHANDISING
 SUSTAINABLE

PACKAGING
PACKAGING 1/2
1/2 CARTON RECYCLE
ENCRES NATURELLES
 SUSTAINABLE

PACKAGING
PACKAGING 2/2
2/2 CARTON RECYCLE
ENCRES NATURELLES

Medium

To finish the shopping experience

each customer will have their 3 sizes
purchases in a new shopping bag.

This last is inspired from bag of

Apple but to remind the brand DNA Large
Pink inside
of Loewe the inside of the bag is in
pop colors (based on the collection).
According the size, a color is
attributed.
Small

Moreover, the new logo will be print

on the bag.
Inside of the bag colored in blue

Yellow inside
 Connected watch market
2021

Phone market 2022

OPERATIONAL VIEW COMMUNICATION

Communication:
Present on Instagram, Youtube, Facebook,
Twitter & Pinterest

Specific canals for Asian market (Weibo &

Wechat for china)

Instagram is their main communication tool

with around 3,4M of follower

It permits to have a huge visibility

Avec le « Surplus Project », Loewe crée des sacs uniquement à partir de chutes
de cuir issues de ses précédentes collections. Pour ce nouveau projet à la fois
ambitieux, luxueux et respectueux, le cabas iconique de Loewe est tressé de
cuirs excédentaires dans des variations de couleurs.
Le cabas de cuir tressé, présenté pour la première fois lors de la collection
Printemps-Été 2015, réapparaît dans un format plus petit, fabriqué
artisanalement avec des bandes de cuir colorées – un veau lisse et classique
entremêlé avec un veau souple et finement grainé. Ces cuirs emblématiques de
Loewe proviennent des archives de la Maison. Ces excédents dormants ont
donné l’idée à Loewe de créer de nouveaux modèles tout en limitant son impact
sur l’environnement. Les matières luxueuses reflètent par leurs couleurs vibrantes
ou pastels la créativité de son Directeur Artistique. Jonathan Anderson choisit
personnellement l’assemblage des différentes teintes, pour des camaïeux de
bleus ou des damiers camel.
Les surplus de cuir apparaissent naturellement au fil des collections et sont dus à
la complexité des modèles des sacs Loewe. Méticuleusement découpés en
bandes égales, ils sont ensuite tressés pour former une mosaïque colorée
parfaite. Dans une vidéo dévoilée sur son site, Loewe présente le « Surplus
Project » par l’intermédiaire d’Ana Maria Muñoz, artisane spécialisée dans le cuir
pour la Maison espagnole depuis vingt ans. La forme apparemment simple du
cabas tressé révèle toute sa complexité sous les mains habiles de cette spécialiste
du cuir. De la manière de tendre les bandes de cuir à l’alignement parfait pour
concorder avec l’ouverture du sac, toutes les différentes étapes de création
artisanale sont frappantes de précision. Les coutures à la main pour les poignets
du sac sont respectées au centimètre près dans cette quête de perfection.
L’emblème de ce nouveau projet est une breloque de cuir tressé et noué
représentant un crabe à accrocher aux anses ou à la bandoulière des sacs. Le
« Surplus Project » s’inscrit dans la continuité de la collection Eye/LOEWE/Nature,
créée à partir de matières recyclées et écoresponsables. Loewe poursuit son
exploration d’un artisanat vertueux et innovant pour être une Maison toujours
plus responsable à tous les niveaux de son processus de création.
Sources / website links
• Website Traffic: 709,440 (on desktop and mobile web in last 6 months).
Source: SimilarWeb
• Collarte, M., (2013). Loewe presentation - Strategic Management. Team
Loewe. Retrieved from https://prezi.com/fwlyugpu_chd/loewe-
presentation-strategic-management/
• LVMH, (2020). Loewe. Retrieved from
https://www.lvmh.com/houses/fashion-leather-goods/loewe/
• Bloomberg, (n.d.). Loewe SA. Retrieved from
https://www.bloomberg.com/profile/company/6822561Z:SM
• https://jingdaily.com/loewes-content-commerce-approach-is-the-winning-
luxury-strategy-for-the-2020s/
• www.nouvelobs.com (luggage market)
Brouillon photos
 TIPS
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

• Mapping ( board of competitors / price ) very important

BOARD OF
BOARD OF COMPETITORS
COMPETITORS
Hermes, Royole

Businesswear, travel
PRODUCT’S
FAMILY APPLE WATCH BRACELET COMPUTER CASE IPHON
COMMERCIAL IMAGE PRODUCT

MODELE

IMAGE PRODUC
COMMERCIAL BEST SELLER COMMERCIAL BEST SELLER

REFERENCE

IPHONE 13
15 POUCE 15 POUCE 13 PRO
DIMENSIONS 13 PRO MAX
13 MINI
12
CALF SKIN + CANVA + CALF CALF SKIN + CALF SKIN + CANVA + CALF CALF SKIN CALF SKIN
MATERIAL BRASS SKIN + BRASS BRASS BRASS SKIN
COLLECTIONPLAN
COLLECTION PLAN 11 STYLES
38 REFERENCES

PRODUCT’S APPLE WATCH CONNECTED ACCESS IPHONE CASE MAC CASE

FAMILY

MODELE 2E
housse

REFERENCE GATE – CIRCLE – GOYA – PUZZLE BRACELETS GATE – PUZZLE IPHONE CASES PUZZLE - GOYA MAC CASES

DIMENSION
MATERIAL CALFSKIN LEATHER + PALLADIUM CALFSKIN LEATHER CALFSKIN LEATHER CALFSKIN LEATHER

COLORS

COMMERCIAL FASHION COMMERCIAL

SUPPLIES /
FINISHING