HISTORY

Founder: Giovanni Fontana

Year: 1937
Established: Necessity for travel
Production: Made in Italy

Acquisition:
By Emanuele Carminati Molina in 2000
 INSPIRATION

Luxury travel and Milanese Legacy

 UNIQUENESS
Impeccable in their craftsmanship, Valextra leather pieces have long been the definition of timeless
elegance and effortless luxury.

At a time when the word is often too distilled, Valextra defines luxury the way it always has
through focused craftsmanship and products that are both exclusive and stunning.
Its every creation offers clients something that never existed before.
 LEATHER

Mainly calf leather

Exotic skins: Crocodile, Elephant and Hippopotamus
 PIPING

Costa piping with lacquered coats like an outline in fine-tipped pen

No logos, signature Valextra clasp
 PRESENCE

The flagship Valextra store :Milan at #3, via Manzoni

Total worldwide stores: 59 Japan, China UAE, UK, USA, and more
Tric trac
ICONIC PRODUCTS

Avietta 48
24hr bag

Catrina
Grace Kelly
Queen Farah Diba Jackie O
BRAND IDENTITY PRISM
 SWOT

Strength

1. Made in Milano, Italy

2. Exclusivity
3. Craftsmanship quality

Weakness
1. Very low brand awareness
2. Various non-Italian designers
3. Moving away from classics to
appealing fashion
 Opportunities

1. Expand in South Asian market

2. Capitalizing on digital medium
3. Tie-ups with fashion houses to
increasing awareness

Threats
1. Well-recognized handbags brands in
market
2. More prone to economic crisis
3. Changing customer preferences
CBBE MODEL
PRIMARY RESEARCH
ITALIAN LUXURY MARKET

Attract domestic consumers, plus tourists

alike
- Famed for its craft and design heritage
- Tourists are the major customers
Boutiques dominate
Internet retailing surges in share
Strong economy growth
Tourists' numbers arise
 INDIAN LUXURY MARKET

Number of millionaires grew by 17% from 2014 15

Expected to triple
Increasing appetite for luxury goods:
- Travel goods 28%
-Accessories, including bags 28%
Luxury in non-metros:
- Tier I and II towns account 45% of luxury market
-Younger HNIs and consumers have higher disposable
income
- Consumers are building unique and different taste for
luxury
STARTING FROM THE BEGINNING:
Back to classic collection
MOOD BOARD
INSPIRATION BOARD
TEXTURE BOARD
 WHERE & HOW

Where?
Taj Lands End, Mumbai

How?
Joint Venture with Tata Trent
Age Group:
25years-55years

Rationale:
Young HNIs earning more and willing to spend more
Prefer luxury goods to any substandard goods or products
Psychographic:
Personal appearance matters
Looks elegant, sophisticated and edgy
High class products with best materials

Lifestyle:
Buy durable and easy items
Interested in minimalism and classicism