1. Group: Outside of the box
Serena Guerrieri Villanova
Diletta Fischetti
Silvia Braggion
Valentina Turato
Lisa Bozzetto

2. Debut in men’s collection Fist boutique in Porto Cervo
HISTORY
Debut in men’s collection
Fist boutique in Porto Cervo
Dismission of Gunex and Rivamonti lines
Company was
founded
Acquisition of a stake
in Gunex
Stake in Rivamonti
Company was
listed
Total look concept

3. It is positioned at the top of the ‘’absolute luxury’’ niche.
COMPANY’S PROFILE
Brunello Cucinelli S.p.A. is an Italian company that operates in the fashion industry, placed in Solomeo hamlet (Umbria).
It is positioned at the top of the ‘’absolute luxury’’ niche.
The firms offers cashmere casual-chic luxury products, created by mixing quality and artisan craftsmanship with creativity and innovation.
Firm’s activity is characterized by an human-inspired enterprenual model.

4. PRODUCTS WOMAN’S COLLECTION MAN’S COLLECTION ACCESSORIES
Brunello Cucinelli realized an innovation in the cashmere’s world: a colour spectrum was introduced in the production that, until this time, was used exclusively in natural colours .
His original idea is the key driver of success. He proposes a total look concept:
WOMAN’S COLLECTION
MAN’S COLLECTION
ACCESSORIES

5. A MULTI-CHANNEL DISTRIBUITION NETWORK

6. PERFORMANCE INDICATORS
(In thousands of euro)
Year ended
31 December 2013
Change
EBITDA
58,181
+18.5%
Net profit
29,575
+10.9%
Profitability ratios
ROI %
ROE %
ROS %

7. BUSINESS
Brunello Cucinelli’s products are characterized by two distinctive traits:
SUPERBE QUALITY: constant research of the excellent (raw materials and sartorial production)
CONTEMPORARY MOOD OF THE COLLECTION: total Made in Italy production; right mix of innovation and recognizaton of the style
The key success factors:
STRONG BRAND IDENTITY: recognization at international level
PRODUCT EXCELLENCE AND CENTRALITY: quality, sartorial approach
WIDESPREAD APPEAL AND MODERNITY OF THE STYLE: products meet the taste of a large variety of consumers
HUMANIST PHILOSOPHY
TOTAL LOOK PRODUCT RANGE: many product categories
DIVERSIFIED GEOGRAPHICAL EXPOSURE
SELECTED DISTRIBUTION NETWORK: stores are in luxury shopping district

8. PHILOSOPHY BEAUTY HUMANIST ENTERPRISE ETHICS SUPREME GOOD
The beauty of Solomeo’s landscape helps the creativity of workers. Harmony is the key word: workers contribute to the life of the firm
HUMANIST ENTERPRISE
Cucinelli has in mind a business that goes beyond profit and reinvesting it in order to enhance the quality of life of worker and the beauty of landscape
ETHICS
The ethic of Cucinelli is putting people first. Employee development and enhancement are necessary to improve a company.
SUPREME GOOD
Work as expression of human worth is a parte of spirituality and pursue the Supreme Good.

9. VALUE - BASED MATRIX MIND HEART SPIRIT MISSION VISION VALUES
Making work more human, with people at its core
High quality and beauty of products (Absolut Luxury)
Buying Cucinelli’s products = buying a piece of history
‘’Beauty is our salvation’’
VISION
To enchant all people that are in touch with the products paying attention to humans and environment
″Money has real value only when it is spent to improve the life and growth of people″
‘’Creators of Value’’ award, 2009 and 2011
Environmental program for CO2 emissions
VALUES
Human dignity
Beauty
Creativity
Dignity
Morality
‘’We pay attention to the quality of life, human capital, socio-economic development, respect and integration with local area that have distinguish company’s growth and increased brand’s distinctiveness
‘’Il Campione’’ Award, 2006
‘’Confindustria Awards for Excellence Andrea Pininfarina’’, 2010
Forum of the Arts

10. SOURCES http://www.brunellocucinelli.com/en
ambientale-limpegno-delle-aziende-del-cashmere-umbro/
poesia-che-timbrare-il-cartellino/
spirit-at-work-and-social-responsibility-co-exist/