Max Mara vs Pinko

Topics: Retailing, Italy, Fashion design Pages: 14 (4063 words) Published: November 17, 2011


1; Introduction:
Max Mara is the best-known name of a number of lines produced by the Maramotti family which include Sportmax, Weekend (lower priced with less expensive fabrics), I Blues (separates), Penny Black and Marella (lower priced), Pianoforte (evening clothes), Max and Co, and Marina Rinaldi (for larger sized women). It is one of the largest if not the largest manufacturers of women's clothes in Italy. What is more, Max Mara Group is one of the most important groups worldwide today, with 23 brands, and more than 4,500 employees in the different premises and estimated revenue of over $2 billion. SIZE:

Revenue: EUR 1,16 billion
Revenue: EUR 1,16 billion
Net Profit, to EUR 55,1 million
Aggregate turnover of the Group: 1,166 MLD €
Shapes, colours and fabrics: over 50 years of ideas and dreams that have become reality. The company location;
Max Mara
Via Fratelli Cervi, 66
42100 Reggio Emilia
Tel: +39-0522-799
Fax: +39-0522-382639
The company ownership:
Today the company is run by son and chairman Luigi Maramotti, and its design director is Laura Lusuardi, who consists Max Mara classic style. Maramotti's brother Ignazio and sister Maria Ludovica also work for the company. So it is kind of family business. 2; Brands & products/product lines


As we can see, Max Mara fshion grouop is a multi-brand company. In fashion, line and brand extensions often result from an articulation of brands under the same ―family-brand (brand endorsement). For Max Mara, these new brands and lines are internal creation. And each brand accounts for at least 10 percent of total revenue. And for multi-brand, Max Mara is an interesting example; where segments are related to the Max Mara world, we have new labels that hark back to the Max Mara label (Marella, Max & Co, Sportmax). Why created a multi-brand group? mainly to acquire know-how to increase market presence with a proposal targeted to different specific segments, and this multi-brand strategy is multilevel reach different targets and to increase the penetration of the market, but avoid mass distribution. The Max Mara collection is dedicated to glamour chic women who enjoy rediscovering a refined yet dynamic and practical look in everyday life. A modern and contemporary woman with a sophisticated and refined image, a look in line with the trends and suitable for the different occasions of modern life. The Sportmax collection was conceived in 1969 by Max Mara's creative team as a more practical and eclectic proposal compared to the company's stylistic tradition. This brand id for the tastes and requirements of new generations. Max&Co. is a project dedicated to young women searching for a personal style made of dresses, accessories and ideas to be freely mixed creating new and transversal languages and codes. Made in Italy quality combined with style, glamour and intelligent design--at a relevant low price. Weekend--lower priced with less expensive fabrics

The Weekend brand was born from the need to dress customers in every moment of their day with practical and functional garments. iBlues is a brand that proposes a sensual and feminine look with winning shapes and colours. It is designed for curious and daring women who follow the fashion world, love to be part of it. Marella--(lower priced) Marella offers a complete and diversified collection with a fresh and contemporary feel in line with today's moods and lifestyle. Marella always careful to maintain a quality-price balance for its customers. Pennyblack offers a style that is constantly keeping up with the items, highly aware of trends without exasperating tones in a relevant low price. Marina Rinaldi(for larger sized women) has represented a milestone in costume history by being the first in the world to propose a collection of clothes and accessories for curvy women. The goal...
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