berto: the ancient knowledge of innovators. - · pdf fileto the modern industrial system we...

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


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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


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AN EXCELLENT PRODUCT

A GREAT STORY

SUCCESS

DIFFERENTIATION ADVANTAGE


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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



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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


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DIFFERENTIATION ADVANTAGE:

Exceptional products

NEW in the market

With well-known partners

•Aquafil •DSM •The Woolmark Company •Lenzing

1) PRODUCT


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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


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3.1) Brand Awareness

3) MARKETING & COMUNICATION

- WEBSITES 2 NEW websites (Berto and Manifattura 1887)

- SOCIAL NETWORKS


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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



- CAPSULE COLLECTION WITH YOUNG TALENTS

- PHOTO SHOOTINGS


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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




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How can we talk to B2B/B2C at the same time?




i. Special projects with customers;

ii. Cooperate with young talents who tell the product’s story;

iii. Projects with bloggers.


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3) MARKETING&COMUNICATION


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;


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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



ii. Berto4YoungTalents


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Giulia Torelli and Lorenzo Bises, have been selected to have a made to measure pair of jeans: #ThePerfectJeans

CONSUMER CONSUMPTION



iii. Projects With Bloggers


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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.




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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


Thank You


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