Kategorie IP
Internationale Projekte
Introducing an Italian SME as first western top brand who sells western designed and manufactured wedding gowns in China.
P & D Consulting srl
The following project was started without a preliminary assignment from the client.
On 2006 P&D Consulting developed a marketing research able to identify niches in the top class Chinese market, interesting for European brands. There were interesting perspectives for Eu brands in living design and fashion industries. Based on results of this research, P&D developed a detailed project idea defining key success factors, resources and management needs.
Starting from 2007 they introduced their project idea to some of the main Italian top end brands in wedding gown industry. Giovanna Sbiroli enjoyed the project idea. P&D started to design, develop and implement a marketing plan and finally they selected 12 dealers, coming from 12 main Chinese cities. On January 2008 Chinese dealers came to Italy to sign the formal agreement. The total amount of the first order, useful only to start and test the market, was about 10% of total annual turnover of the firm.
Second step of the project was focused on transferring know how: how to sell and communicate western top brands to the Chinese upper class, how to develop the brand concept and related visual merchandising activity. Starting from Sept 2008 P&D designed learning programmes for sales managers and then they managed courses in Beijing. On Feb. 25, 2008 The Wall Street Journal has published a full page article on Giovanna Sbiroli case history as the first western brand in wedding gowns industry who sells western wedding gowns in China
On 2006 P&D Consulting developed a marketing research able to identify niches in the top class Chinese market, interesting for European brands. There were interesting perspectives for Eu brands in living design and fashion industries. Based on results of this research, P&D developed a detailed project idea defining key success factors, resources and management needs.
Starting from 2007 they introduced their project idea to some of the main Italian top end brands in wedding gown industry. Giovanna Sbiroli enjoyed the project idea. P&D started to design, develop and implement a marketing plan and finally they selected 12 dealers, coming from 12 main Chinese cities. On January 2008 Chinese dealers came to Italy to sign the formal agreement. The total amount of the first order, useful only to start and test the market, was about 10% of total annual turnover of the firm.
Second step of the project was focused on transferring know how: how to sell and communicate western top brands to the Chinese upper class, how to develop the brand concept and related visual merchandising activity. Starting from Sept 2008 P&D designed learning programmes for sales managers and then they managed courses in Beijing. On Feb. 25, 2008 The Wall Street Journal has published a full page article on Giovanna Sbiroli case history as the first western brand in wedding gowns industry who sells western wedding gowns in China
