case study bottega veneta-Nour Saadeh

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China who has a different culture and values, it is still perceived the same way, so Maeir was doing a great job as a brand manager Bottega not only cared to expand but also took advantage of its origin and focused on where it started by building shops for them in Italy. True the brand was available in different stores and markets around the world but it kept its exclusivity and no logo because it is something that differentiates it from other competitors, it makes it more exclusive and more unique. Bottega Veneta’s luxury leather was by its own a signature. To maintain its exclusivity, Bottega changed its target market into consumers who are more connaisseurs, who were interested in the story behind the brand and the making of it rather than showing off, and that’s a huge differentiation from its competitors. Bottega now had a different image, she had a consistent message ,design, function, innovation and it moved upmarket and started selling its pieces at a higher price Bottega also started to advertise by targeting specific consumers in their ads, also they created a web series where consumers will be engaged and feel a sense of belonging and share with them an experience. Because of Maeir, Bottega is now advertising and keeping consumer’s engagement while being exclusive and luxurious It is smart from Gucci to keep <strong>bottega</strong> with its traditions because it was unique by its no logo design and intrecciato. If these weren’t present, the brand would have looked like any other luxury brand In conclusion Bottega acquired by Gucci was a huge shift because they kept their traditional heritage and origins while expanding to different markets, becoming well known but also exclusive with high revenues, different target market and rejuvenation.
3. French multi brand conglomerates should buy Italian brands because: Kering and LVMH are big well known conglomerates , reputable , leaders and managers for the biggest luxury brands. When Italian brands are bought by such companies, they become globalized, more known by the world, they will become labeled as luxurious just by belonging to these brands so they will have a competitive advantage for the brand’s reputation Help brands like Italian brands who have a good manufacturing, DNA, heritage, history but are not able to grow because of investment and conglomeratic premium, It helps brands to be positioned in consumer’s mind by differentiating brands from each other They expand and improve brand’s performance. LVMH, Kering, give brands the ability to grow internationally while reserving their true identity, mission, vision and the message behind their products. These conglomerates guide brands and help them to expand and become global when it comes to distribution and logistics. Alone a brand cannot become global it needs a brand management companies who can take the brand and integrate it in the market without making it lose its value or exclusivity. We can see through these French conglomerates how these Italian brands are evolving by revenue, expanding through stores opening in exclusive areas(Bulgari) , through product variety(Bottega vendetta),recognized products(Emilio Pucci) These conglomerates offer conglomeratic structure, approach to talent management, back office synergy and knowledge of suppliers along with conducting sources. French conglomerates are known for managing where is Italians are known for the design so together they can create a powerful brand .French multi brand conglomerates are a profitability and advantage for all the Italian brands because they both complete each other and they need each other to excel as they balance each other, keep consistency of brands while being management globally Bottega Veneta can now show its stealth luxury because it became stable in the market with a defined niche market
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case study bottega veneta-Nour Saadeh

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