ROMAIN BERODIER, CHARLOTTE HERRERO, TEODORA FANTIGROSSI

Trivero, ItalyP i e t ro L o ro P i a n a founded Ing . Loro Piana & C.

Fabric productionR e p u t a t i o n a s a supplier of premium wool and cashmere textiles

DiversificationDivers ificat ion into l u x u r y g o o d s a n d d e v e l o p i n g a n international retail arm

Acquisition by LVMH

1924 1941 1970s 2013

01. IntroductionLoro Piana history

For 2 million. It is now present in 22 countries with 135 shops.

02.Loro Piana today

2014

€0

€200.000.000

€400.000.000

€600.000.000

€800.000.000

Operating revenue Sales

Key financial data

03.Brand identity

• Craftsmanship

• Refined raw materials

• Vertical integration

• Limited production

• Conservative image

• Hidden marketing : de bouche à oreille

• Personal relationship with clients

a. Dusty brand

Around 3/4 of Loro Piana customers are 50 or older despite the rising importance of Mil lennials as luxury purchaser, especially in Asia and Middle East.

b.Web experience

Confusing and incoherent web experience. Messy and outdated website and difficult shopping experience.

c.Customer experience

Lack of link between the online and offline experience. U n s t r u c t u re d c u s t o m e r relationship.

04. Major issues

Our solution

b .Web presence

b .Web presence

b .Web presence

Loro Piana added value: • Quality of the product • Support and advice given to the customer

Digital trasformation

Website should be a support to: • draw customer in • assist them • show the brand identity and durability

= pre shopping

Use of new distribution channels for a better customer experience that goes beyond the product

Digital management takes advantage of the possibilities to drive growth managing all interactions

01 Illustrate brand and product history, craftsmanship and quality of the raw material. Underline the durability of products and the brand’s engagement in sustainability.

Website as a support to the customer experience

Online sales

Online sales on a limited number of product with:

• 24/7 customer online help • Clear division of products in

categories • Mode l shou ld wea r the

products presented online

Models & brand ambassadors

Loro Piana's lifestyle should be emphasised. People that actually represents Loro Piana’s lifestyle ( sailing champions, jockeys) show be models/ brand ambassadors

Ready to order

Order items online so that they will be available in the closest boutique where the fitting and tailoring will take place.

Website as a support to the customer experience02. RE-STRUCTURE THE WEBSITE

01 Personalisation & exclusivity

With improvements in customer data and digital reach, Loro Piana can offer a new integrated a n d i n n o v a t i v e brand experience

c.Overall customer experience

In the increasingly technologically-mediated world, human is central and distinctive

c .Overall customer

experience

a. Special orders

b. Monogram and engravings

c. Boutique personalisation

Examples of personalisation

The customer can choose the colour and the materials of the item, once finished, it comes delivered in exclusive packaging complete with a personalised and signed letter from the designer

The customer can request to have personal monograms, initials or n a m e s h a n d - s t i c k e d o n t h e i r garments.

In-shop iPad available to all the sales-force to preview the clients the outcome of different personalisations in terms of colors, monograms, fabric etc

Know your customer

Sed ut perspiciatis unde omnis iste natus error sit vo luptatem do loremque l a u d a n t i u m , t o t a m re m aperiam, eaque ipsa quae ab illo inventore veritatis et quasi dicta sunt explicabo.

Linking the online and offline experience

Sed ut perspiciatis unde omnis iste natus error sit vo luptatem do loremque l a u d a n t i u m , t o t a m re m aperiam, eaque ipsa quae ab illo inventore veritatis et quasi dicta sunt explicabo.

c.Overall customer experience