The Pitch FRAMES THE ARTIST IN YOU

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Mary Preston
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2 The Pitch Portrait is an entirely handmade in Italy, design-savvy eyewear brand that characterizes itself for its extreme attention to details and a product family-feel design that strongly differentiates from other brands, as well as an excellent price-quality ratio. FRAMES THE ARTIST IN YOU We didn t want the brand to impose others how to act, but to be put in the position of the observer, an approach that we believe recalls awareness, that is, recognizing beauty and talent around us and in our inherent diversity. This approach starts from the inside, from our team-building... might that be Portrait s best strength?

3 The team Valentina Hernandez SERIAL ENTREPRENEUR Media and ADV Bachelor's degree Caracas, Venezuela. Design Master Florence, Italy. Experience in Project Management at multinational advertising agency (DLB Group). Experience in Design Management at Italian Design Studio. CEO and Co-Founder of PORTRAIT Eyewear, relating ADV and Design backgrounds has made it possible to create a competitive eyewear brand, entirely handmade in Italy, with a fair-trade approach, communicating it through a socially responsible campaign. Co-Founder Sunscious Ltd, project s mission: to create the new optimistic way of providing information to modern society. Selected by TEDx Padova to talk about the power of Optimism, the speech talks about its proven social impact and consequent responsibility we all have of spreading positiveness around us.

Designer and Co-Founder of PORTRAIT Eyewear, his experience in design, trends research and contemporary art allowed him to put expertise together to add a design and identity

4 The team Gabriel Hernandez SERIAL CREATIVE Degree in Cinema direction in Madrid, Spain. Specialization in Photography. Portraits maker. Eyewear collector and design-trends researcher. Product designer. Designer and Co-Founder of PORTRAIT Eyewear, his experience in design, trends research and contemporary art allowed him to put expertise together to add a design and identity value to Portrait Eyewear. His experience as a contemporary art researcher has been crucial to find emerging talents to make part of our adv strategy, based on the promotion of talented figures that have accepted to make part of a co-marketing partnership. Gabriel makes our artists photographs, while traveling around the world.

8 The Market Research / Competitors Analysis - The project s conception (from the brand to the market analysis and the product development) took 2 years: shapes, differentiation (inlays), consultancy, providers, materials, branding. - The brands that caught our attention where: Warby Parker, Cutler and Gross and Retrosuperfuture.

Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses.

9 Warby Parker was founded with a rebellious spirit and a lofty objective: to offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses Online business model. Delivered try-on service, based only in the US. - Made in China (sustainable supply chain?) - Quality? (Italian acetate). $ Original design? Models are copies. - Price average 70 eur. Billion - Buy a pair, give a pair. VisionSpring non-profit. Valued by venture-capital firms worldwide, as of October Source statista.com.

Our vision is always to maintain a sense of highest quality, creating the next iconic frame for a discerning clientele with an eye for impeccable, incomparable style 1960 - Mainly offline sales (also

10 Our vision is always to maintain a sense of highest quality, creating the next iconic frame for a discerning clientele with an eye for impeccable, incomparable style Mainly offline sales (also have an online channel). - Made in Italy (assembled and polished by hand). Based in UK. - Classic shapes. - Price average 350 Eur % turnover growth a year from pairs x - They have grown their suppliers and capabilities. month - From Italy with love (1969).

11 Super by Retrosuperfuture is a leading brand producing outstanding contemporary eyewear. Founded in Italy in 2007 Super has become highly popular for its eclectic collection of colorful acetate sunglasses - Mainly offline BM. They started placing the product in boutiques, not optical shops. - Key messages: Flat top and minimal design. 900 K Hand-made in Italy, Revisited Wyfarer; (2009) to The phenomenon of acetate sunglasses. 9.6 M - Price average eur. (2012)

This consumer appreciates design, art and is meticulous (attention to details), with smart

12 Our target The Potential Artist Our audience is the young esthete (23-50 yrs old), interested on the fashion trends with a discrete cultural background. This consumer appreciates design, art and is meticulous (attention to details), with smart consuming habits. Female/Male (Unisex product) Where? Southern and Northern Europe. United Kingdom. United States and Canada. South Korea, Japan.

13 Product Features/ Differentiation Nologo presence #portraiteyewear Temple terminals Attached upper by hand rims inlays Attached by hand inlays

14 Product Features/ Differentiation

15 Our communication strategy

16 Brand building Marie Claire Accessories, Víve Magazine, PolisArt, HELLO! UK, Designboom, L.A Story, Living & Travel, Korespondencia, Miami Diario, Sin Corriente, Trendy Report, Elite Traveler, The Luxonomist, Limité, Roady Magazine, FreeYork, The Gadget Flow

17 Business Model/ Switching from Online to offline - October 2013, PORTRAIT incorporates as a UK Limited Company. October PORTRAIT Eyewear pre-launches through a Crowdfunding Campaign in Indiegogo (7000 euros funding). December pieces get produced (7 models) and we delivered our first sales (crowdfunding) through an logistic company based in London. January PORTRAIT officially launches through an e-commerce platform. Average price 200 euros. March The impressions are that selling online has enormous difficulties, the product s quality and price are too high for the online market. May The pricing strategy gets reviewed to try to implement an offline business model too. Optical shops usually request Wholesale prices that they can multiply by 2.8. The average price is 299 eur for America and 260 eur for Europe.

18 Business Model/ Switching from Online to offline - June PORTRAIT starts selling in the US, selective shops in Miami and New York. September PORTRAIT starts penetrating the Italian market and participates in DaTE fair placing the product in Milan, Vicenza, Brescia and Paris. October PORTRAIT is about to become an Italian Srl Innovativa, in order to avoid some fixed-costs (such as the stock, English accountant and shipping), due to the current and mainly off-line configuration.

19 Number of Units Produced Contribution Margin Carlo Price GBP Frida Hawk Jarvis Joaquin Metro VCR 78,93 81,90 80,57 79,71 85,54 98,86 93,21 111,29 115,49 113,61 112,40 120,61 139,39 131,43 Variable Costs 39,99 39,99 39,99 39,99 39,99 39,99 39,99 Contribution Margin 71,30 75,50 73,62 72,41 80,62 99,40 91,45 20% 18% 12% 12% 9% 14% 15% Price Eur Average Weight WACM Breakeven Units 80, %

20 Somma - Total Type Item Fixed Sunk Variable Cloth Bag Labels Labor Marketing ,90 Totale Risultato 2.059, ,23 300,00 300, , , ,00 Materials Packaging , , , , ,60 Salaries ,00 Shipping 5.063,27 Start-Up 2.850, , ,00 Web 2.300, , , , ,00 Totale Risultato , , , , ,40

Italian Eyewear JANUARY 2017 SHOP AT NAU.IT. Full or partial reproduction of this material is prohibited unless authorized by NAU S.p.A..

Italian Eyewear JANUARY 2017 SHOP AT NAU.IT. Full or partial reproduction of this material is prohibited unless authorized by NAU S.p.A.. Italian Eyewear SHOP AT NAU.IT Full or partial reproduction of this material is prohibited unless authorized by NAU S.p.A.. JANUARY 2017 2 Index 1. NAU! in pills 2. Products 3. Stores 4. International