Challenge
Mid-sized family-run company specialising in the production of leather goods for third parties. Its clients include some of the best known Italian and international designer labels. The company unsuccessfully attempted to establish own brand collections of women’s handbags in Italy and internationally. It also aspired to expand the number of its client companies.
Intervention
We supported the Client entrusting a Consulgroup consultant with the functions of sales manager. Precise development goals were defined.
- Market analysis of leather goods.
- Business marketing plan.
- Definition of product range.
- Definition of price policies.
- Definition of distribution channels.
- Selection and working alongside advertising agency.
- Re-visitation of the brand and merchandising supports.
- Reorganisation of the sales network in Italy and placement of new agents on foreign markets.
- Participation in international fairs of the specific sector.
- Launch of direct relations with importers, distributors and buyers on foreign markets which are more receptive to Made in Italy.
- Public relations with international fashion designer labels to develop subcontracting activities.
Results
Thanks to a precise positioning of the brand, the company has earned a significant presence on the market, without making any major investments in traditional advertising. Thanks to the ongoing internationalization of its business, the effects of the national economic crisis and European crisis have been attenuated. The turnover continues to increase thanks to exports to European and Oriental markets. Subcontracting work has also grown thanks to new important contracts with prestigious Italian and French fashion designer labels.
