VISION MISSION. To win the interest of the market with Items that immediately and spontaneously recall Vespa world-wide renown lifestyle and values

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Anthony Blankenship
5 years ago
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2 VISION To win the interest of the market with Items that immediately and spontaneously recall Vespa world-wide renown lifestyle and values MISSION While protecting Brand s historical and cultural values, provide Partners with state of the art service and grant a proper profit to all Parties involved

3 3GOOD REASONS 1 A distinctive CONCEPT 2 A distinctive PUBLIC & DISTRIBUTION 3 A distinctive MARKET APPROACH YES, DISTINCTIVE IS THE NAME OF THE GAME!

4 THE CONCEPT The Concept A world-wide ICON to give the market a real story to tell

5 Expression of a clear way of living The Concept

- with strong sense of belonging to urban culture - Values «real stuff».

6 Public & Distribution TARGET GROUP PROFILE AND VALUES - Goes through generations: feels either the youth enthusiasm and the appeal of wisdom and maturity years old with focus on with strong sense of belonging to urban culture - Values «real stuff». Eternal genuine pure values going beyond fashion and ideological/cultural trends - Wants to lead/understand (surely not a follower). In a word: the LEADER who s got an IDEA in mind. And daily lives his idea instead of recalling it a nostalgic way.

7 Public & Distribution VALUES & COOLNESS BEYOND BUDGETS Qualified Partners who qualify the Brands they deal with at the various distribution layers (like just a handful Icons across the world can do)

8 Colette Paris Public & Distribution La Bottega Hasselt Luisa via Roma Florence Annex-La Rinascente Milan Selfridges London Ucasas Barcelona Gerald Loft Florence Citadium Paris Shoebaloo The Netherlands Eral 55 Milan 14 Oz Berlin Clinic Antwerp Sotf Florence El Corte Inglés Spain Humanic Austria Office London Topman-Topshop The U.K. Casas Spain Quello Giusto North Italy Coin Italy Mass Slovenia Manor Switzerland Other traditional independent stores Full price net dealers: Sarenza Spartoo Amazon Zalando

9 A DISTINCTIVE MARKET APPROACH The Line A series of capsules propositions offering Items immediately and spontaneously transmitting the Brand feeling by revolving around simple, authentic and contemporary touch, the Vespa way of life. BECAUSE, LET S BEAR IT IN MIND: VESPA IS VESPA, SIMPLY INIMITABLE

10 OVER THE YEARS The Line SOMETHING IS UNCHANGED

11 The Line THE UNIQUE BODY S BACK WINGS

12 FRECCIA First and necessarily The Line A thoroughly distinctive Item, to help dealers to be unique

13 AND ANCILLORY TO FRECCIA The Line

14 The HERITAGE soul AND COMING SOON The Line

15 AMUSING & VIBRANT The Line

16 TIMELESS The Line

17 COSMOPOLITAN The Line

18 AUTHENTIC & ITALIAN STYLE The Line

19 COMMUNICATION STRATEGY A fresh, crisp and contemporary material is being developed to be used at all stages during seasons Communication

20 Communication INSTITUTIONAL ABOVE THE LINE First goal is to make the Brand proud to show our Items in its ATL Institutional activity

21 PROJECT I.D. Communication Extraordinary tool suitable for Overall Project presentation and, in combination with postcards, as seasonal Work and Line Book:

22 VIDEO TEASER Communication Particularly suitable during presentation of seasonal capsule (to keyaccount, in mailing actions, at trade shows, at show rooms )

Communication DIGITAL, GRASS ROOTING & ATL Massive institutional and seasonal material is being developed for Official Digital Activity (website and

accordance to the editorial plan that s going to be defined on seasonal basis.

23 Communication DIGITAL, GRASS ROOTING & ATL Massive institutional and seasonal material is being developed for Official Digital Activity (website and Social Pages) but also to be used by Distributors for local actions (bloggers, influencers, local pages linked with our Official ones) to work out in accordance to the editorial plan that s going to be defined on seasonal basis. Local Distributors are also requested to come up with ideas/proposals of local guerrilla activity to work out alone or in combination with local Vespa Team Spots of local ATL might be also considered in case local Partners believe it s useful

24 Communication FIRST SEASON EDITORIAL LINE For first season the editorial line is summarized by the image that best reflects the vision of the overall project

25 Communication MERCHANDISING Most appropriate In-store Visuals and display Units to optimize the Brand and Products exposure

26 VERY SIGNIFCANT BUSINESS TURNOVER & CONSEQUENT REWARDING BOTTOM LINE MUST BE OUR GOAL WE SHALL DEVOTE THE NECESSARY TOOLS AND FIRMLY DEMAND PARTNERS TO DO THE SAME BECAUSE THE PROJECT IS SURELY WORTH THE EFFORTS

27 #VESPATOWEAR

BRANDBOOK LIFE H.I.S BEAUTIFUL

BRANDBOOK LIFE H.I.S BEAUTIFUL 2 3 4 5 THE CLAIM THE H.I.S SLOGAN EMBODIES THE PRINCIPLE OF LOVE OF LIFE. Enjoying life to the fullest. A sense of wellbeing. The confidence of being fashionably dressed