2. Valentino’s history 1932 Born in Voghera (PV) 40’s Studies french at the Berlitz School 1949 Moves to Paris and takes dance lessons 50’s Works for Guy LaRoche coutourier and comes into contact with the “classy” world that will become his future clients 60’s Rome: opens his atelier in via Condotti 1962 First prêt à porter collection (woman) 1965 Show at Pitti Palace 1967 Neiman Marcus Award for White collection

3. History Cont’ed 70’s Valentino presents first Menswear collection, Oliver (upper bridge), Fragrances 80’s Becomes major Italian exporter 1984 Appointed Cavaliere di Gran Croce by Italian president Cossiga 1991 Celebration of “30 years of magic” in Rome and New York 1993 Textile approach with China 1998 Sells his Brand to HDP German Holding for 300M$

4. Hollywood on the tiber  Glamorous days of Cinecittà & Hollywood stars Gina Lollobrigida, Sofia Loren, Elizabeth Taylor and Nancy Reagan  Coutourier of Aristocracy

5. Nowadays… 1999 Valentino’s umbrella diversification 2002 Marzotto Group acquires Valentino for 240M€ July 2005 Birth of Valentino Fashion Group

6. bRAND Identity Exclusiveness Elegance Romanticism Feminility

7. BRAND IDENTITY

8. Stylistic Identity “…Haute Couture has always signified quality, precision in cuts and draping, attention to details and to the choice of accessories. It embodies the highest tradition of Italian creativity and craftsmanship…” STYLISTIC CODEs The unmistakable signatures of the Valentino world—Red and the V logo- become instant symbols of this glamour.

9. Communication identity ADVERTISING CAMPAIGN

10. Means of communication Catwalks Celebrities Endorsement of famous photographers(Steven Meisel) Web site Events

11. GLOBAL PRESS COVERAGE

12. Communication identity Corporate commnunication Sponsorship : Dresses Italian team at the Olympic games of Los Angeles 1984 and TWA flight attendants Charity : in the 80’s gave birth to Accademia Valentino in Rome and to the association L.I.F.E. against AIDS

13. Retail Identity Valentino decided in 2003 on an increase of about 3% in retail distribution and balance its geographical presence in the World, most of all in Asia and America, which were considered under-exploited Valentino is trying to reduce dependence on retail licensing and to expand accessories and menswear

14. All Valentino stores are very similar to each other and are based on common criteria: make rational spaces and shapes, but it’s hard to find differences between Valentino stores and other designer shops Valentino started an acquiring campaign of licensed shops to increase the percentage of directly operated stores from 48% to 65% by the end of 2007. Thus Valentino will also be able to strengthen its image through the retail policy: a firm, a style, a shop… First Valentino Shop in Rome Which one is not a Valentino shop? Can you tell the difference? (N° 3 is a Ferré shop)

15. Retail Identity Is the retail image coherent with the brand’s one? Can we find in Valentino boutiques Valentino’s idea and codes ( Exclusiveness, Elegance, Romanticism, Feminility )? “It isn’t always hot and it isn’t always sexy, but that’s ok” Lauren Goldstein by Valentino Roma, that presented Valentin’s Day in 2002 “It’s not exciting, it’s not subversive, and it’s never even original” Lauren Goldstein

16. Brand positioning Although Valentino’s success as a coutourier, market forces and increased competitiveness drove to a change: from griffe in a high end market to brand in lower segments

17. GROWTH strategy Existing product category New product category Sub Brand New Brand Only Brand and Line extension

18. Licensing Valentino uses an intensive licensing strategy in order to diversify its brand in different segments and product categories (eyewear, silks, ties, furs,wedding dresses, textiles, fragrances)

19. Competitors Valentino’s line extension enabled him to gain access to different market segments. This process entailed competing with many established brands at various levels.

20. Where is Valentino? In 2005 profits grew by 20% with respect to last year Consolidation of Valentino fashion Group Strategic acquisition of Japanese retail network Italy- increase in wholesale distribution and womenswear in the diffusion segment Emerging luxury market in Eastern Europe

21. What’s next The positive trend of the Spring/Summer pre-collections anticipates growth in revenues in line with the previous season Breaking through the Indian market Continuing expansion in Asia Cutting the haute couture business from 3% to 1% by lowering Valentino’s influence… After Valentino? BUT Will this policy be sustainable?

22. Excessive Brand/Line extension and licensing made it impossible to mantain a clear and integrated idea of the brand identity that was originally envisioned by Valentino and made him famous all over the world SOME Examples are: Low quality leather goods Bad quality curtains R.E.D. Valentino is not so exclusive Chinese use of Valentino name