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Bottega Veneta Case Study

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Bottega Veneta Case Study
Luxury management
Bottega Veneta Case Study

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Corporate

1-1. PPR

PPR is French based corporation which has business area over Luxury fashion business, Sport business, book & electric product retail, online fashion retail, and movies. With regard to fashion business, it has 8 brands including GUCCI.

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A couple brands form PPR’s portfolio

1-2. PPR financial statements

The total group revenue increased from €11.0 billion to €12.2 billion or 11%. The luxury fashion business sector is responsible for 40% of the total revenues of the group, and grew by 18%. Bottega represents 25% of the luxury division of the PPR group.

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1-3. History of the Bottega Veneta brand

Michele Taddei and Renza Zentigiano in the Italian region of Venetia well known for its high quality leather created “Bottega Veneta” meaning Venetian workshop, in 1966. After supplying leather to famous brands they created their own in 1970. They differentiated from many luxury houses with their no logo philosophy and with the slogan “When your own initials are enough”. The brand also emphasizes on extraordinary craftsmanship and created an innovative technique “the intrecciato”. After encountering great success the brand almost went bankrupt in the 1990’s as it tried to follow trends and lost sight of its core values. In 2001 the French group PPR takes over and hires Tomas Maier as creative director. After being brought back to its soul Bottega Veneta is now PPR’s most profitable brand.

1-4. Positioning

Bottega Veneta has always been synonymous with outstanding craftsmanship, highest quality materials, understated and elegant yet modern designs. Bottega always tries to reinvent its classics and its high end luxury positioning with products appealing to customers who embody modernity and timeless elegance.

1-5. Bottega Veneta financial statements

Bottega’s 2011 turnover was €683 million which is


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