1. FOR MANAGING ONLINE SALES SELECTIVE DISTRIBUTION MODEL
DIGITAL GUIDELINES
FOR MANAGING ONLINE SALES
SELECTIVE DISTRIBUTION MODEL

2. Luxury brands face on a daily basis, the issue of taking care of the distribution of their products.
The main efforts are focused on finding the best way to address the sale of products in keeping:
High luxury standards;
Quality standards;
Reputation

3. HOW TO ADDRESS THE DISTRIBUTION APPROACH
Off – line
On - line

4. Drafting digital guidelines for on-line/off-line distributors
Both on line/off line: A selective distribution system is a mean to increase control over the distribution network

5. Drafting digital guidelines for on-line/off-line distributors
Under a selective distribution system a distributor provides actions/suggestions/recomm. to its selected retailers

6. HOW TO ADDRESS THE DISTRIBUTION: VALENTINO
Distribution Off-line: easy solution: the selection of the partner is almost automatic: the Retailers know that only following the guidleins we provide them with they will be able to have a remunerative business
MONOBRAND
Retailers are selected and allowed to open a monobrand store and they accept to strictly comply to our regulations
MULTIBRAND
We do select the wholesale partners. Though, the relationship with them is based on a 1 season buy-sell agreement so, in case of lack of respect of our guidelines, the relationship can be easily terminated

7. HOW TO ADDRESS THE DISTRIBUTION: BULGARI
Distribution Off-line:
Retailers are provided with agreements to be signed outlining the main features of the business cooperation
MULTIBRAND
Retailers sign an agreement as well providing for guidelines/indications aimed at complying with the selective distribution model selected by Bulgari
MONOBRAND (FRANCHISEE)
Retailers are allowed to open a monobrand store and they sign an Agreement providing for guidelines/indications aimed at complying with the selective distribution model selected by Bulgari

8. DISTRIBUTION ONLINE Distribution on-line: SELECTIVE DISTRIBUTION
2 tools:
SELECTIVE CRITERIA
APPENDIX ON THE GENERAL CONDITION OF SALE

9. OR Distribution on-line: SELECTIVE DISTRIBUTION
ON LINE SALES AGREEMENT

10. SELECTIVE CRITERIA – WEBSITE
Technical features of the website
“Environment” of the website (other brands of the same standing in the website)
Pre- and after-sale services to customers of the website

11. SELECTIVE CRITERIA – THE BRAND
Presentation of Valentino’s brands and Trademarks within the website
Communication of the Valentino brand
Online sales methods

12. ON LINE GUIDELINES– WEBSITE
Advertising
(expenditures, programs)
Promotional activities
Product display

17. APPENDIX TO THE GENERAL CONDITION OF SALE/ON LINE SALE AGREEMENT: Valentino
GEOGRAPHIC AREA
WEBSITE CONSISTENT WITH THE IMAGE OF THE BRAND
ONLINE PROMOTION AND SALE OF THE PRODUCTS ONLINE
CONTROL OF THE SELECTIVE DISTRIBUTION (NO. OF PIECES)

18. Drafting digital guidelines for on-line/off-line distributors
Following the e.commerce enquiry:
Increased focus on the way sales and promotion of brands is carried out on the internet;

19. Drafting digital guidelines for on-line/off-line distributors
Some issues are still under discussion, such as the notorious question of the possibility to ban internet sales through market places (the Coty Case is still upheld waiting for the ruling by the Court of Justice)

20. Will there be a specific focus on luxury brands?
SELECTIVE DISTRIBUTION ON THE INTERNET –
Will there be a specific focus on luxury brands?