summary History 2 Identity 3 Monnalisa today 4 Distribution 5 Positioning 6 Monnalisa s success 7 Product 8 Communication 12 Product placement 20 Fashion Show 21 Monnalisa Living 22 Boutique 24 1
Monnalisa SpA was founded in 1968 by Piero Iacomoni and Barbara Bertocci, now respectively President and Designer of the company. The philosophy of Monnalisa is based on a unique combination of entrepreneurial activity innovation, search for new markets, original styling and a special attention to the evolution of the corporate resources and skills. Monnalisa is a leader company in the childrenswear high market segment. 1969 Piero Iacomoni sets up MONNALISA 1999 ISO 9001 SGS Certification 1975 Barbara Bertocci joins Monnalisa as a Designer 2001 SA 8000 SGS Certification 1992 Diletta Iacomoni joins Monnalisa as a Fashion Coordinator 2009 First Annual Report SGS Certification 2006 Fondazione Monnalisa is set up 2015 ISO 14001 SGS Certification 2013 Christian Simoni joins Monnalisa as the CEO 2015 First Annual Report Certification by Reconta E&Y 2 1988 2015 Turnover 2,500,000 Employees 10 Turnover 40,000,000 Employees 153 2003 2005 2007 2008 2010 2013 2014 2015 Best Practice CSR Annual Report Oscar Label of the year Goodwin Award Annual Report Oscar Joins Elite Borsa Italiana Warner Bros Award International Fox Homey Award Elite Borsa Italiana Certification
Maintaining a strong identity Monnalisa s leadership in its field is owed to a well-defined product identity. Maintaining its recognisability and spreading the strong corporate identity depend on the ability to accept guidance from a solid and shared value system when making decision and choices. Our Mission Creating value and values over time with the aim of accomblishing the following vision: excel in innovation, creativity and practicality stimulate a spread out management system expand worldwide both productively and commercially, maintaining the corporate values and identity 3
today 40 mln 2015 FY 11-15 CAGR 4,8% RATIO Formula 2013 2014 2015 ROI Operating income / Net operating invested capital 20,48% 23,64% 13,32% ROE Net income / Equity 8,11% 12,64% 10,72% ROS Operating income / Sales revenus 10,72% 14,56% 8,81% RATIO Formula 2013 2014 2015 DEBT RATIO Liabilities / Financial Capital 36,38% 35,30% 35,26% FINANCIAL AUTONOMY RATIO Equity / Financial Capital 63,62% 64,70% 64,74% PRIMARY STRUCTURE RATIO Equity / Fixed Assets 2,51 2,89 2,38 4
is distributed in 64 Countries 2,5 AMERICAS 59,5 EUROPE 7,7 MIDDLE EAST 22,5 EAST EUROPE RUSSIA 7,8 FAR EAST OCEANIA The distribution of Monnalisa s products is carried out through four channels: wholesale: independent multi brand stores; wholesale retail: single brand stores in partnership; corporate retail: direct single brand stores, e-business retail: sales channel online for the final consumer. Overall, retail represents about 25% of the company turnover, with 98 Boutiques along with store online and shop in shop in top department stores (Harrods, La Rinascente, Galeries Lafayette, Saks Fifth Avenue, Harvey Nichols, Bloomingdales...) 5
Positioning Monnalisa can be considered as Affordable Luxury. Our target are Aspirational consumers. 250 Gucci Dolce & Gabbana 200 AVERAGE PRICE 150 100 Armani JR Burberry Fendi 50 0 BRAND POSITIONING 6
Various are the drivers to Monnalisa s success: High Quality/Price ratio: Monnalisa is positioned in the high end of the market, but in such cluster, it has the best entry price; Strong Brand Identity: this comes from the matchability of the collections. Monnalisa is a total look and the ability to coordinate apparel, shoes and accessories increases the average ticket. The average number of units per transaction is 2.8, and the average purchase is (in European prices) 285. Store format: our boutique format is consistent with our brand image, and it highly appreciated by the final users; Visual Merchandising: our Visual Merchandising Team coordinates the store image and clothes exposure for all of our 98 stores worldwide. The display of the goods is intended to maximise the exposure of the total looks to increase the average ticket; In store Events: Monnalisa has created effective events to attract clients in the store in order to create a loyal client base. In the last five years, Monnalisa has ranked best performer in terms of sale out in the survey that Fashion Magazine carries out every season. The top rank was in both the apparel and accessorises categories. 7
3-36 months Romantic and fun, it accompanies children in their early years, offering fashionable products without ever sacrificing comfort. 2-12 years Creativity and quality constantly evolving, for a line with a lot of character, and also classic but with surprising details and innovative fabrics.
4-16 years Elegant, romantic and sophisticated, dedicated to the most refined occasions and to ceremonies; fresh and modern. 9 2-14 years For the most important occasions elegant and carefully-conceived dresses as you would expect from an atelier. Rich taffeta, precious silk, impalpable tulle give life to dresses with loose lines featuring masterful drapes and games of overlapping layers.
10 6-16 years A fashionable collection, with very trendy creations imagined even for the most demanding tween.
3 months 14 years A brand imagined with a bohemian-chic concept made of elegance and vintage refinement, which can be recognized thanks to the precious details. Dedicated to boys, and for the spare time. 11
Communication Monnalisa is in constant contact with all stakeholders: employees, customers and partners. The company offers its flagship stores the following tools to generate traffic, increase the brand visibility and corporate reputation: Social Media In-store Events Visual Merchandising PR Activities 12
Social Media On an increasingly social market where the time spent on the web increases exponentially from year to year; social rules change and consumer behaviour evolvs, the creation of institutional accounts on main networks is of the greatest importance. Our Facebook page was opened in June 2012, it is the world showcase of Social Monnalisa alongside with Instagram, Pinterest and Youtube. Besides posting items, company news, catalogue images; links to e-commerce, we also post indepth analyses of themes linked to the market of reference. All this makes it possible to listen to user needs to convert them in ad-hoc products and services, monitor words and conversations on the brand to improve the relationship with end consumers, develop contents that generate added value, create opportunities for people to feel closer to Monnalisa world. 13
In-store Events Monnalisa has developed formats of events which can be duplicated to promote brand loyalty and awareness. The concept of the events aims to stimulate the creativity of its young customers. Monnalisa provides the guidelines to events (coordinated image, support materials and forms.) The events can be organized periodically in the terminal store to entertain the small travelers and entertain their shopping experience. 14
In-store Events Ci vuole un f iore A creative lab is dedicated to roses, the symbol of Monnalisa to teach little girls how to make lovely floral compositions. The short workshop is aimed at exploring and sharing the words linked to and secrets of flowers as well as handson activities using soil, seeds, leaves and flowers. The magical day will be full of colored surprises and a small yet great gift to take care of. 15
In-store Events A shop window for Play with us realize a wonderful window! A creative and funny event! In all our boutiques, young girls have realized a special shop window. Each shop window has been photographed and uploaded on the official Monnalisa Instagram profile. Such activities increase the brand visibility and followers on the social media. 16
In-store Events An event for the little girls who dream of becoming fashion designers! Monnalisa boutiques are turned into creative workshops for one day, suppling little girls with all the material to create a personalized T-shirt they then take home as a remainder of their unforgettable day! Every girl is given a white T-shirt with Monnalisa logo, bows, flowers, pearls, beads, sequins, stencils and other appliqués, all rigorously branded Monnalisa.
In-store Events My fashion day Become a stylist creating a Monnalisa brand look. Each participant shall play to create her favorite look by becoming stylist for one day, thus living a very fun experience. There is a floral digital totem, three touch circles to rotate and many items to indulge in by creating one s own outfit through the last collection sketches made especially by the Style Office Monnalisa. An unforgettable day, where a nice game is devoted to fashion. 18
In-store Events Once upon a time Every fairytale has a prince and a princess, a special dress and a pinch of magic to transform the dream into reality. These are the ingredients of the event Once upon a time. A romantic couple, close to the brand boutique, will be handing out a story book written for the little clients. Introducing the illustrated book on the day of the event, every child becomes the book s protagonist: a photo set, her dream dress and a touch of magic signed Monnalisa, on the day of the event, all are waiting for her. 19
Product placement 20
Fashion Show takes part in two annual Pitti Bimbo fairs in Florence with several stands for the various company lines, enhancing the identity of each brand. This is a very important investment in communication for the growth of intangible assets such as visibility, fame and brand awareness. 21
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Monnalisa Living by Savio Firmino was founded with the goal of creating an incredibly stylish background for a lifestyle painted pink full of modern princesses in bloom, with antique furniture and accessories, designed for a romantic day, to love and to desire, unforgettable dreams for girls of all ages.
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