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Berto: the ancient knowledge
of innovators.
Berto Industria Tessile - A.Morimando - 28/11/2016 2
BERTO – YESTERDAY
Berto Industria Tessile was founded in 1887 in Bovolenta, a little town near Padua, by two brilliant brothers: Giuseppe and Egidio Berto.
A B2B DENIM COMPANY
Since its origins, Berto has been able to constantly reinvent itself: the company started as a manufacturer of sailcloth fabrics for the near Venice, to then move to the production of workwear, home textiles, tablecloths, shirting and finally the DENIM.
This long route has turned Berto into a strong company that offers a wide and costume made range of products, with a flexible manufacturing system.
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BERTO – TODAY
1887-2016
The company has bravely listened to the market laws and, respecting the ancient tradition, has developed sophisticated technologies for brand new products.
The ARTISANAL APPROACH is perfectly linked
to the modern INDUSTRIAL SYSTEM
We should define Berto as a contemporary artisan: technicality and manual skills combined together with a modern knowledge, giving birth
to EXCEPTIONAL PRODUCTS.
Berto Industria Tessile - A.Morimando - 28/11/2016
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A NEW SCENARIO:
YESTERDAY Better goods at a LOWER COST = GROWTH + PROFIT
TODAY 1. Fabric’s PRICE is set by extra-EU
producers
2. More COMPETITORS (EU & non-EU )
COMPETITIVE ADVANTAGE: How can we
obtain it today?
1) COST ADVANTAGE: Offering similar products at lower prices than those of the competitors
2) DIFFERENTIATION ADVANTAGE: Offering unique products at higher prices
THE TEXTILE MARKET
Berto Industria Tessile - A.Morimando - 28/11/2016
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A NEW SCENARIO
YESTERDAY Better goods at a LOWER COST = GROWTH + PROFIT
TODAY 1. Fabric’s PRICE is set by extra-EU
producers
2. More COMPETITORS (EU & non-EU )
COMPETITIVE ADVANTAGE: How can we
obtain it today?
1) COST ADVANTAGE: Offering similar products at lower prices than those of the competitors
2) DIFFERENTIATION ADVANTAGE: Offering unique products at higher prices
THE TEXTILE MARKET
Berto Industria Tessile - A.Morimando - 28/11/2016
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AN EXCELLENT PRODUCT
A GREAT STORY
SUCCESS
DIFFERENTIATION ADVANTAGE
Berto Industria Tessile - A.Morimando - 28/11/2016
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AN EXCELLENT PRODUCT
A GREAT STORY
• Makes us more important and profitable
• Strengthens the brand
• Increases sales
• Shifs the focus of the transaction AWAY from the price
DIFFERENTIATION ADVANTAGE
Berto Industria Tessile - A.Morimando - 28/11/2016
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DIFFERENTIATION ADVANTAGE
1) PRODUCT -Best raw materials -Strategic partnerships -Unique products with well-known partners
ACTIONS:
2) PROCESS
-Technological Innovation -Sustainability -100% Made in Italy
3) MARKETING & COMUNICATION -Brand awareness -Unconventional product presentation -Targets: B2B + B2C -New contexts
Berto Industria Tessile - A.Morimando - 28/11/2016
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DIFFERENTIATION ADVANTAGE:
Exceptional products
NEW in the market
With well-known partners
•Aquafil •DSM •The Woolmark Company •Lenzing
1) PRODUCT
Berto Industria Tessile - A.Morimando - 28/11/2016
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DIFFERENTIATION ADVANTAGE:
2) PROCESS
Rethinking of complete process: highest innovation level, sustainable
1 - SPINNING
2 - DYEING
3 - WEAVING
4 - FINISHING
5 - QUALITY CONTROL
Berto Industria Tessile - A.Morimando - 28/11/2016
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DIFFERENTIATION ADVANTAGE
3.1) Brand Awareness
3) MARKETING & COMUNICATION
- WEBSITES 2 NEW websites (Berto and Manifattura 1887)
- SOCIAL NETWORKS
Berto Industria Tessile - A.Morimando - 28/11/2016
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3.2) Unconventional Product Presentation: HOW
- TRADE FAIRS -Kingpins Amsterdam + NYC -Munich Fabric Start -Milano Unica -Global Denim Awards: Best Fabric 2015
DIFFERENTIATION ADVANTAGE
3) MARKETING & COMUNICATION
- CAPSULE COLLECTION WITH YOUNG TALENTS
- PHOTO SHOOTINGS
Berto Industria Tessile - A.Morimando - 28/11/2016
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TODAY’S COMSUMER: - Informed - Selective
Web gives easy access to brand, product, production INFO
3.3) TARGETS: B2B + B2C
Berto must communicate with:
CUSTOMERS FINAL
CONSUMERS
Fabric supplier becomes a CRITICAL SUCCESS FACTOR
DIFFERENTIATION ADVANTAGE
3) MARKETING & COMUNICATION
Berto Industria Tessile - A.Morimando - 28/11/2016
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How can we talk to B2B/B2C at the same time?
3.3) TARGETS: B2B + B2C
DIFFERENTIATION ADVANTAGE
3) MARKETING & COMUNICATION
i. Special projects with customers;
ii. Cooperate with young talents who tell the product’s story;
iii. Projects with bloggers.
Berto Industria Tessile - A.Morimando - 28/11/2016
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3) MARKETING&COMUNICATION
3.3) TARGETS: B2B + B2C
3x1: Berto brought a hand-loom at 3x1 store in NYC, to show how the fabric is woven;
i. Special Projects With Customers
AUTHENTICITY, CRAFTSMANSHIP, HIGH QUALITY
Lazzari: Berto made a special denim capsule for Lazzari SS16 collection;
Lago: Berto made some special garments to embellish Lago’s furniture at Salone del Mobile and Appartamento Lago;
Berto Industria Tessile - A.Morimando - 28/11/2016
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TARGET: Give support to young talents and make them talk about Berto.
Today: 22 brands are part of the project
INGREDIENT BRANDING
3) MARKETING&COMUNICATION
3.3) TARGETS: B2B + B2C
ii. Berto4YoungTalents
Berto Industria Tessile - A.Morimando - 28/11/2016
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Giulia Torelli and Lorenzo Bises, have been selected to have a made to measure pair of jeans: #ThePerfectJeans
CONSUMER CONSUMPTION
3) MARKETING&COMUNICATION
3.3) TARGETS: B2B + B2C
iii. Projects With Bloggers
Berto Industria Tessile - A.Morimando - 28/11/2016
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3.4) New Contexts
Berto is one of the Italian companies selected for the XXI Triennale di Milano International Exhibition entitled "21st Century. Design After Design”.
INDIGO STONE: hand made patchwork of indigo fabrics of the various lines of the company.
DIFFERENTIATION ADVANTAGE
3) MARKETING & COMUNICATION
Berto Industria Tessile - A.Morimando - 28/11/2016
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3) MARKETING&COMUNICATION
3.4) NEW CONTEXTS
In collaboration with Berto Salotti, we produced special denim collection armchair and sofa.
Berto layed a bridge between a product typically created for the clothing industry, and other fields, unexplored until now.
In collaboration with Luxottica, we made the denim RayBan;
In collaboration with Chanel, we created the 2.55 denim bags
Berto Industria Tessile - A.Morimando - 28/11/2016
Thank You
Berto Industria Tessile - A.Morimando - 28/11/2016
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