Perception of Made in Italy in Japan and China Research conducted by MAINLUX Group
Marta BUSSI, Catarine CANTAMESSA, Giulia FERRARI, Mario MARCUCCI, Bianca Maria REALI 1 Overview
1) Introduction
2) Chinese men and the Italian clothes
3) Kiton case study
4) Japanese and their perception of Made in Italy
5) Concluding remarks
6) Bibliography
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1) Introduction
§ Where? § How?
China and Japan. Research approach based on structured interviews to Store Managers (Kiton and Bottega § What? Veneta) and on several articles and websites (see Italian suits: Kiton ones and Brioni Bibliography). ones;
Italian bags: Bottega Veneta ones.
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§ Why did we choose to focus on these luxury good categories?
GLOBAL PERSONAL LUXURY GOODS MARKET BY CATEGORY (2013-2014E|€B)
Source: Altagamma 2014 Worldwide Markets Monitor 4 § Why did we choose to focus on Japan and China?
PERSONAL LUXURY GOODS MARKET – TOP COUNTRIES (2014E|B€)
Source: Altagamma 2014 Worldwide Markets Monitor 5 LUXURY CONSUMERS DISTRIBUTION AND SPENDING BY NATIONALITY (2013E)
Source: Bain & Company 2014
6 2) Chinese men and the Italian clothes
§ Made in Italy for Chinese means: § Why Chinese buy Made in Italy:
Ø Quality; Ø The face;
Ø Symbol & Aspiration. Ø Craftsmanship.
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§ What does Chinese in luencer press say about « Made in Italy »? [尚流TATLER 2014.11.19 ]
意大利制造型男 MADE IN ITALY FOR MAN
Ø Italy: what a wonderful mother;
Ø Italian fashion means MADE IN ITALY;
Ø Italian man as an icon;
Ø Made in Italy suits: history and traditions;
Ø Tailoring excellence: Missoni, Zegna, Armani, Gucci, Brioni, Prada, Moschino, Dolce & Gabbana, Marni.
8 3) Kiton case study
§ The story of
9 How good would you look in a $100,000 suits?
§ http://www.bloomberg.com/video/how-good-would-you- look-in-a-100-000-suit-TCoAtB39TB~IaAmi_hoxbg.html
10 § Differences between Chinese and Japanese markets;
§ Interview to Fabio Cavagnino, Store Manager of Kiton Milano.
11 4) Japanese and their perception of Made in Italy
§ Overview on the Japanese customer pro ile.
12 Perceptual map for “Made in” brands.
Source: The Italian Chamber of Commerce in Japan
13 § Why Japanese women love Made in Italy?
14 § Which Italian brand well represents their perception of Made in Italy?
15 § Interview to Bottega Veneta Store Manager in Milan.
16 5) Concluding remarks “When it comes to the Japanese customers, they have a great previous knowledge about the product and they have a very polite and calm approach in buying.”
Stefano Leoni, Bottega Veneta Store Manager
17 “The Chinese customers are already informed about the products, they are not so interested in hearing something more. They have a faster approach.”
Stefano Leoni, Store Manager
18 “For both of them the Made in Italy element plays a crucial role and in part this is the reason why they do not have questions; for them to know that, it is already a guarantee.” Fabio Cavagnino, Store Manager Kiton Milan “For us, It is like educating people on our garments, to make them understand the difference between an Italian-made suit and a machine-made suit.”
Ciro Palestra, Kiton’s tailor
19 THANKS FOR THE ATTENTION
20 Bibliography
§ M. Chevalier; R. Crespi; Xiaolu P. § http://www.google.it/search? (2012). Luxury China: s ide e client=safari&rls=en&q=assocamera opportunità per le imprese del +estero+giappone+made+in lusso e della moda. Milano, +itali&ie=UTF-8&oe=UTF-8&gfe_rd= Brioschi Editore. cr&ei=kRyOVMLUKsuH8Qe55YCAAg
§ Altagamma 2014 Worldwide § http://www.bloomberg.com/video/ Markets Monitor by Bain & how-good-would-you-look-in- Company a-100-000-suit- TCoAtB39TB~IaAmi_hoxbg.html § Lens on the worldwide luxury consumer by Bain & Company § https://www.youtube.com/watch? v=RbY2aMDAR6w
21 § http://www.moda24.ilsole24ore.com § http://mobile.nytimes.com/2014 /art/industria- inanza/2014-11-26/m /04/22/fashion/Naples-a-haven- ilano-capitale-shopping-tax-free-turist of-tailoring-by-hand.html?_r=0&r i-cinesi-113723.php?uuid=ABXavJIC eferrer=
§ http://archiviostorico.corriere.it/201 § http://europe.chinadaily.com.cn/ 2/febbraio/18/Kiton_scommessa_sull epaper/2013-04/12/content_16 e_donne_Arnault_co_9_120218001.sht 395117.htm ml § http://www.moda24.ilsole24ore. § http://ricerca.repubblica.it/repubblic com/art/industria- inanza/2014- a/archivio/repubblica/2013/11/25/k 06-20/da-kiton-scuola-qualita--1 iton-la-ferrari-degli-abiti-che-vende.ht 54813.php?uuid=ABoUdFTB ml § http://archiviostorico.corriere.it § http://www.kiton.it/it/content/il-mo /2010/gennaio/18/Bottega_Ven dello-k50 eta_pro itti_cinesi_ce_0_1001180 20.shtml
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