PROJECT: Proposal for launch of an Italian luxury multi-brand boutique in China, including consumer research, target market, brand portfolio, merchandising mix and launch-to-market strategy. The project is in collaboration with Domus Academy.
ANTONIOLI IN CHINA
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Antonioli is an Italian luxury multi-brand boutique, evaluating the scope of launching in the Chinese market. The first stage involves analysing the chinese fashion scene and the luxury consumer for a brand like Antonioli.
ANTONIOLI BRAND PORTFOLIO
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A preview of the development of a buying strategy, merchandising mix, selection of brands, ratio of menswear to womenswear in order to meet the demands of the chinese consumer
ANTONIOLI RETAIL STORE
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China's luxury consumer is very forward-thinking and expects experiential retail. Antonioli's retail strategy and launch-to-market plan involves the O2O concept - online to offline along with an exclusive launch event 'the black carpet'
MERCHANDISING & PRODUCT LAUNCH CALENDAR
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Traditions, customs and festivals play a huge role in consumer shopping habits even in the fashion industry. 2018 celebrate sthe year of the dog and the proposal suggests Antonioli launches in the selected cities with Thom Browne's dog bag. The calendar takes intp account other such important dates and events for year-round product launches and marketing events.
VIEW ENTIRE PROJECT PROPOSAL​
