MAKTUB GROUP

Fashion Marketing Planning

 1948s
1895 the embrace of sunny shades 1980s-1990
Bulgari opens a of yellow and introduction of incorporation of
store in Via Condotti, the Serpenti Collection. unconventional materials
Rome Dolce Vita era

1884 1920s 2023

1970s
The brand is founded designs of traditional celebration of 75 years
expansion in Europe and USA
by Sotirio Bulgari French school, platinum of Serpenti Collection
and diamonds with
geometric and stylized Art
Déco
SOTIRIO BULGARI
Born in Greece, then under the Ottoman
Empire, Sotirio came from a svilversmithing
village in the Balkans.

Inspired by his grandfather, Voulgaris became a

silversmith, first making belts and then earrings
and silver buttons.

In Paramythia he opened his first workshop

with the help of his father, but due to the
Ottoman Occupation he left the country.

They ended up settling in Corfu, where he

married Eleni Baziou. Soon they left Naples.
 the BEGINNING
The family opened their first store in Naples
but they soon closed it due to difficulties.

1881 - they move to Rome

1884 - first shop in Via Sistina 85 and then
opened a second one in the same street
1895 - opening of the main store in Via dei
Condotti together with his two sons Costantino
and Giorgio
 the turning point
Bulgari becomes known for silver pieces
inspired by elements from Byzantine and
Islamic Art.
At the time, Paris was the centre of Fashion and
greatly influenced Bulgari’s motifs.

Jewelry from the 1920's incorporated ArtDeco

style to their designs, while pieces from the 30's
had geometric patterns combined to colorful
gemstones.
their BREAKTHROUGH
Sotirios Voulgaris died in 1932, leaving his
business to his sons, Giorgio and Constantino,
who both had a great interest in precious stones
and jewelry.

After Sotirios death, his sons took over the

management of the company together with
their cousin Marina.

1970's - the first Bulgari stores opened abroad

(New York, Paris, Geneva and Monte Carlo)
and the brand began to gain global fame with
celebrities wearing its jewels on the big screens.
The evolution continues, with Sotirios'
grandsons Paolo and Nicola Bulgari taking
over the company in 1984.

CEO Francesco Trapani expands the brand

with the launch of fragrances in the 1990s,
making Bulgari known worldwide as a
luxury brand.

In 2011, Louis Vuitton acquired the

company for €4.3 billion, with the Bulgari
family retaining the majority stake in
LVMH.

The company is currently estimated to be

worth 7.49 billion euros. Today, Paolo
Bulgari (born 1937), an Italian businessman
and grandson of Sotirios Voulgaris, is the
chairman of the company Bvlgari.

Jean-Christophe Babin
Lucia Silvestri Creative Director
CEO of Bvlgari since 2013
Iconic Ornaments
The exquisite silver ornaments forged
by Sotirio Bulgari were greatly
appreciated by English tourists
coming to Rome for the traditional
Grand Tour and made the business
thrive.

After the first store on Via Sistina, new

shops were then opened on Via
Condotti and in other tourist
destinations.

When Sotirio’s sons Giorgio and

Costantino joined him in the business,
they suggested that the family
company could focus on high
jewellery in order to grow, taking
advantage of the fruitful legacy of
silversmithing.
ROME as the MUSE
The Eternal City inspires many of Bulgari’s pieces:
geometric shapes that echoes some of Rome’s
monuments, most iconic buildings, art, and architecture.

Colosseum: B.Zero1 jewelry collection

Baths of Caracalla Mosaics: Divas’ Dream collection

75 Years of
Serpenti
One of the Central Motifs of Bulgari's Identity.
For thousands of years, even back in ancient times.

A symbol of wisdom, strength and eternity, the

snake is a powerful cross-cultural symbol.

Fascinating and mysterious, Bulgari's Serpenti

collection reflects the Roman House's heritage
and the Greek roots of its founder as well as its
extraordinary ability to draw on the past to reshape
the future.
THE EXHIBITION IN MILAN
BVLGARI’S RUNWAY SHOW
BVLGARI’S RUNWAY SHOW

SHANGHAI ROME VENICE

Expanding their Business

The first Bulgari hotel was opened in Milan in Via Privata Fratelli Gabba, 7b
on May 18th 2004. This hotel marked the entrance of the Bulgari Group – one
of the major players in the luxury hospitality.

Each Hotel is decorated with the Italian style of Bulgari in mind Hosting the
most elite customers, it conveys the excitement of Bulgari brand, its effortless
and unique.
 OUR DESTINATIONS

MILAN LONDON DUBAI BALI BEIJING SHANGHAI PARIS TOKYO ROME

RANFUSHI 2025 MIAMI BEACH 2026
LOS ANGELES 2026 TOKYO RESTAURANTS
“It’s like our jewelry stores:
We want our customers to
feel special, exclusive and
well looked after. We also
want our employees to get
to know them personally.
So we limit the number of
rooms we have.”
 At Bulgari, precious skins get the same exceptional
treatment as the prized gemstones. One of the secrets

Exploring handed down by generations of artisans concerns the

unique finishes of Bulgari’s Crocodile skin, achieved
Leather Goods through special techniques inspired by the world of
jewellery.
And that’s Bvlgari’s story
it’s time to play!
V
I
A
C
O
N
D
O it’s time to play!
T
T
I
 V
I
H A
O C
S O
P N
I D
T O it’s time to play!
A T
L T
I I
T
Y
 V
I
H A
O C
S O
P N
I D
T O it’s time to play!
A T
L S T
I E I
T R
Y P
E
N
T
I
 V
I
L V M H A
O C
S O
P N
I D
T O it’s time to play!
A T
L S T
I E I
T R
Y P
E
N
T
I
 V
I
L V M H A
O C
S R O M E
P N
I D
T O it’s time to play!
A T
L S T
I E I
T R
Y P
E
N
T
I
 V
I
L V M H A
O C
S R O M E
P N
I D
T A Y L O R O it’s time to play!
A T
S I L V E R S M I T H
I E I
T R
Y P
E
N
T
I
 V
I
L V M H A
O C
S R O M E
P N
I D
T O it’s time to play!
A T
L S T
I E I
T R
Y P
E
N
T
I
 V
I
L V M H A
O C
S R O M E
P N
I D
T A Y L O R O it’s time to play!
A T
S I L V E R S M I T H
I E I
T R
Y P
G R E E K
N
T
I
 V
I
A
C
R O M E
N
D
O it’s time to play!
T
T
I
 V
I
L V M H A
O C
S R O M E
P N
I D
T O it’s time to play!
A T
L T
I I
T
Y
 V
I
L V M H A
O C
S R O M E
P N
I D
T A Y L O R O it’s time to play!
A T
L T
I I
T
Y
 V
I
L V M H A
O C
S R O M E
P N
I D
T A Y L O R O it’s time to play!
A T
S I L V E R S M I T H
I E I
T R
Y P
G R E E K
N
T
I
Thank you !