MARKETING TEXTILE STRATEGY

. [Virtual Presenter] Good morning everyone. Today, I invite you to explore a comprehensive marketing strategy that will help position Loro Piana as the leader in the fine fabrics industry. Our plan includes targeted magazine activation, sponsoring exclusive events, and captivating storytelling, all designed to drive engagement. Let's dive in and examine the core elements of this strategy..

. [Virtual Presenter] To position Loro Piana as an unmatched excellence in fabrics, we are creating ambassadors of the brand, activating exclusive magazines like Arbiter & The Rake, sponsoring exclusive events such as Milano su Misura, seducing young tailors with a welcoming tailor academy and Forbici d’Oro, creating incisive digital content such as eFabric, and ensuring captivating storytelling in the atelier. This is to increase brand awareness and desire and create exclusive fabrics with expressions of the Loro Piana savoir faire, enhance our presentation with a strong focus for the LVMH Maison, co-create a new shape of elegance, and fascinate with our journey of textile heritage, with a walking experience to discover the hidden treasure..

[Audio] To position Loro Piana as the leader in fabric excellence, we are activating exclusive magazine content with Arbiter and The Rake, sponsoring exclusive events like ‘Milano su Misura’, introducing the Welcoming Tailor Academy and ‘Forbici D’Oro’ to engage younger tailors, creating captivating digital content such as ‘eFabric’, and ensuring compelling storytelling in ateliers. With a focus on LVMH Maison, we are co-creating a new shape of elegance and giving supporters an insight into our textile heritage with a ‘Walking Experience’ of discovering its hidden treasure..

MAIN OBJECTIVE: position Loro Piana AS UNMATCHED EXCELLENCE IN FABRICS.

[Audio] Understanding the needs of a tailor connoisseur, Loro Piana provides the highest quality and luxurious fabrics from different mills, enabling them to form a strong relationship with a ‘maestro’. A ‘maestro’ is a skilled artisan who crafts garments with expert hands according to their own unique style. Tailor connoisseurs recognize the value of handmade pieces, increasing the desire to visit a tailor’s atelier or boutique in a small town. Loro Piana is an ideal option for this discerning consumer..

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[Audio] Loro Piana's strategy for positioning itself as unmatched excellence relies heavily on its MTM and Tailor business. With a market share of 49%, the brand has developed a unique take on the bespoke market, uniting traditional artisan craftsmanship with modern and efficient service provision. This provides customers with the luxurious feel of a handmade suit with an accessible and customer-oriented approach. Through this tailor-made strategy, Loro Piana is able to deliver an unsurpassed experience of luxury and excellence..

[Audio] Loro Piana stands as a symbol of excellence in the field of fabrics. To further strengthen this position, we have created an ambassador program, collaborating with exclusive magazines, such as Arbiter and The Rake, and launching special events, such as Milano su Misura and Welcoming Tailor Academy, as well as a digital platform eFabric, to attract the attention of younger generations. We have also released our own maison collection, and are collaborating with LVMH maisons to create new shapes of elegance. This is complemented by captivating storytelling in our ateliers and our textile heritage, to enhance our presentation..

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[Audio] Our strategy for 2023 includes an Editorial Plan that emphasizes our unique selling points - the excellence of our fabrics and the prestige of the Loro Piana name. Comprised of twelve main topics, one for each month of the year, this plan will ensure consistency and commitment to the message we are sending to our consumers, and support our position as the leader in high-quality fabrics and fashion..

[Audio] Objective is to position Loro Piana as unmatched excellence in fabrics. To achieve this we'll create Ambassadors of Loro Piana, activate exclusive magazines such as Arbiter and The Rake, sponsor exclusive events such as Milano su Misura and Welcoming Tailor Academy + Forbici d'Oro to seduce young tailors. Digital content will be produced with eFabric to ensure a captivating storytelling experience in the ateliers. Awareness and desire for our brand will be increased by creating exclusive fabrics that express Loro Piana's Savoir Faire and aspiration for Maison Collection. Collaboration with LVMH Maisons to create new shapes of elegance and Fascinating Textile Heritage Journeys to discover the hidden treasures will be sponsored. Finally exclusive events such as Milano su Misura will be sponsored..

[Audio] Loro Piana is sponsoring the prestigious event “Milano su Misura”, held by Arbiter Magazine, a two-day celebration of tailoring and heritage. To honor the occasion, Italian bespoke tailors have been challenged to craft the best bespoke suits using Loro Piana fabrics. The suits will be evaluated by a jury of notable personalities, who are well-versed in gentleman’s fashion and bespoke technique. Loro Piana is the singular fabric producer involved in this event, highlighting the unmatched excellence of its fabrics..

[Audio] On the 14th of October 2022, Palazzo Giureconsulti in Milan will be the setting for an exclusive event, hosted by Milano su misura. The event promises to bring together tradition and modernity, with the unmatched excellence of Loro Piana fabrics offering an experience that is sure to be unforgettable. Guests can expect to find the finest quality fabrics, with a combination of modern and classic designs..

[Audio] Avranno la possibilità di partecipare a un'immersione di una giornata intera, esponendo Loro Piana come esempio di eccellenza nei tessuti. Inizierà con una mostra sartoriale, dove potranno ammirare la qualità dei prodotti tessili sartoriali. Seguirà poi la visita al centro di ricerca tessile, dove potranno scoprire come le nostre innovative tecnologie danno vita ai nostri tessuti di qualità superiore. Infine, ci sarà una cena di gala dove conosceranno l'eccellenza dei prodotti tessili di Loro Piana. Un'esperienza unica che sfiderà ogni immaginazione..

[Audio] Loro Piana is at the forefront of the luxury fashion market and our plans to expand our presence in the Middle East form an essential part of our textile strategy. In October 2023, we are looking to open a bespoke tailor shop in Dubai, catering to both men and women, with the aim of broadening our customer base and reinforcing our standing as a leader in the luxury fashion market..

[Audio] Milano su Misura 2020 will provide an exclusive look at the 'Unmatched Excellence' fabrics of Italian fashion leader Loro Piana. On October 14th and 15th, the event will feature a photo corner to allow visitors to appreciate and experience the fabrics up close. Through the lenses of their camera, they can truly understand Loro Piana's quality, elegance and precision as they explore the textures of the fabrics in person..

[Audio] Loro Piana holds a deep and meaningful bond with the land and its inhabitants. Following the seismic shock of 2016, the company unearthed a traditional Italian wool from Visso in the Sybilline Mountains. Our experience and expertise in wool processing has allowed us to revive this valuable material, at the same time uplifting the regional people. We are delighted to present our customers extraordinary fabrics that can be traced back to a tale of closeness..

[Audio] Loro Piana recognizes the value of proximity to the manufacturing and production process and works to be served by local suppliers and artisans to keep alive traditional know-how, allowing delivery of excellent products. Additionally, the company engages with communities it lives in through charitable activities and investments, aiming to guarantee sustainable development of resources and optimize impact..

[Audio] Loro Piana is renowned for its fine fabrics, which are crafted with a firm commitment to sustainability. They forge a strong connection between their manufacturing process and the environment, harvesting fibers of the highest quality with due regard for local biodiversity. This disciplined approach means they can take pride in producing materials that deserve the Loro Piana label - ones that are exceptionally luxurious and of the highest standards..

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[Audio] Loro Piana is dedicated to upholding the most stringent ethical and human expectations in the production of its materials. Through building firm connections with its producers, Loro Piana can guarantee that all its fabrics are made with the utmost regard for human rights and the welfare of those in its supply chain. It has a zero-tolerance policy towards any type of involuntary labor or child labor, or any other kinds of abuse. Loro Piana takes pride in its team of passionate and focused workers, who share an enthusiasm for excellence and quality..

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[Audio] Sopra Visso collection from Loro Piana provides an unparalleled experience of quality in fabrics. It combines Sopravissana and special grade of merino wool, carefully selected with natural fibers and ancient designs in mind. The process is exclusive and results are impressive: a bouncy feel and a casual look. Checks, Prince of Wales and pinstripes patterns are available in colors inspired by nature and central Italy. 23, 21.5 and 19 micron wool materials used in the fabric provide a sense of luxury and magnificence..

[Audio] Objective of Loro Piana's Marketing Textile Strategy is to position the brand as unmatched excellence in fabrics. To meet this goal, they have introduced an Ambassador role to strengthen the relationship, sponsored exclusive events like Milano su Misura, and encouraged the next generation of tailors with Welcoming Tailor Academy and Forbici d'Oro. They have also generated awareness and heightened desire by creating exclusive fabrics that embody their savoir faire, co-creating new shapes of elegance. Furthermore, they have enhanced the presentation with focus on the LVMH Maisons and captivated customers with a journey through their textile heritage. All these activities are intended to make sure that Loro Piana remains unmatched in excellence in fabrics..

[Audio] We understand the value of young talent and their potential to create the highest quality fabrics at Loro Piana, so we invite two tailor academies to our plants each year for an immersive experience of our world. Our goal is to give the next generation of tailors an opportunity to learn about our heritage, absolute quality, and the design process of our fabrics. During the two-day stay, they will receive classroom sessions, meetings with our design team, and a tour of our Quarona and Roccapietra factories. We hope this approach to academy example in 2022 will help foster the growth of the industry..

[Audio] Loro Piana has devised the 2023 Accademie Plan to position itself as the benchmark of excellence in fabrics. To expand its presence in London, Madrid and Milan, exclusive showrooms and fairs will be launched and key influencers in the fabric and fashion industry will be partnered with. Additionally, a special customizable line of fabrics will be available, tailored to the fashion needs of customers in each of the three cities..

[Audio] Accademia dei Sartori is set to host the Forbici d'Oro 2023 event this year in Roccapietra, a 7-day workshop with classroom and in-house sessions that will conclude with a Gala Night to crown the best young tailor. This is a great chance to connect with tailors and academies from all over the world in a unique celebration of tailoring excellence. Loro Piana is joining in on the event, offering superior fabrics and demonstrating our dedication to quality and craftsmanship..

[Audio] Our objective is to further Loro Piana's position as the leader of unmatched excellence in fabrics. To do this, we will launch an Ambassador program to build stronger client relationships. We will sponsor exclusive events, like Milano su Misura, and set up a tailor academy, Forbici d’Oro, to connect with young tailors. Additionally, our eFabric platform will provide interesting digital content. We will also use Brand Platinum to increase awareness and engagement with Loro Piana's luxury items. This will be complemented by exclusive fabric collections produced with other LVMH Maisons, as well as a Walking Experience to explore our textile heritage. All of these initiatives will work in harmony to generate a captivating narrative that will leave audiences spellbound..

[Audio] We have created 'Real Maison', a unique showroom in Paris, that offers a bespoke and luxurious experience. Combining 'elegant' and 'young' elements, we have created a 'co-working' concept, designed for the purpose of work, and an ambiance that our competition cannot match..

[Audio] Introducing an innovative strategy to position Loro Piana as unmatched excellence in fabrics, our main objective is to create Ambassadors and foster relationships of trust through exclusive magazine activations, sponsoring events and welcoming young tailors. Generating captivating and effective digital content to ensure a story that captivates those in the atelier, the Brand Platinum program aims to increase awareness and desire for the Loro Piana savoir faire by creating exclusive fabrics for their Maison Collection and furthering our presentations. To make the experience even more captivating, discoveries of the textiles' heritage will be provided through a walking experience..

[Audio] Loro Piana introduces their Walking Experience - a training book and clip book with cards to tell the story of their production sites in Roccapietra Quarona. This storytelling experience is to inform staff on the history of the sites, a tool to convey the value and excellence of their fabrics, thus positioning the products at the top of the market..

[Audio] Positioning Loro Piana as the leader when it comes to excellence in fabrics calls for the implementation of the Walking Experience. This experience emphasizes the product journey and enriches it with personalized gifts and tools to engage with visitors and make them feel welcome. Examples of gifts are badges and notebooks, while practical tools are included to facilitate the understanding of the production process..

[Audio] Loro Piana is devoted to manufacturing the highest quality wools and fabrics. Our facilities are designed to not only meet our uncompromising standards of excellence, but also offer a highly unique walking tour to the public. Of special significance is our Caveau, which functions as a repository of prime materials for producing our fabrics. By investing in these components, we guarantee a state of unsurpassed quality in our fabrics..

[Audio] At Loro Piana, our goal is to be recognized as the pinnacle of fabrics and tailoring. To accomplish this, we are establishing an ambassador program to build relationships with customers, publishing exclusive magazines to reach our target audience, sponsoring events, and forming the Welcoming Tailor Academy and Forbici d'Oro for young tailors. We are also creating digital content for our ateliers and exclusive fabrics to express our savoir faire. Additionally, we are elevating our Maison Collection and partnering with LVMH Maison, as well as uncovering textile heritage through the Walking Experience..

[Audio] With the cold weather continuing, we outfitted our guests with coats, hats, and scarves to keep them warm. Shifting focus to the winter season, we now look to how to best utilize our fabrics..

[Audio] Loro Piana è un'offerta unica in grado di soddisfare le esigenze di un'ampia gamma di clienti, da coloro che amano i brand fino ai connoisseur dell'alta sartoria. Offriamo un servizio di altissima qualità e una vasta selezione di tessuti di lusso, tra cui la vicuña, il baby cashmere e il Lotus flower. La nostra missione è quella di diventare il simbolo di eccellenza per tutti i nostri clienti..

[Audio] At Loro Piana, we are dedicated to delivering our customers the utmost experience. We focus on premium quality and delivering two distinctive, yet complementary product lines. Traditional, timeless and formal wear for the middle-age customer with single-product offers and in-house production is offered, alongside contemporary and contemporary looks for the young and smart consumer with wide-ranging offers for a full look. This includes in-house and out-house production, along with a tailored range for women. Through providing both collections, we are able to gain a greater insight into customer needs and understand trends more easily. This allows us to continuously provide high-grade fabrics and unbeatable quality..

[Audio] Loro Piana's fabric is the core of their brand, setting the benchmark for luxury goods. Combining traditional craftsmanship with cutting-edge technologies, there's no better resource for customers. The tailored editorial plan complemented by the LG editorial plan gives our customers the perfect balance between reconnecting to the past and embracing the modern convenience of digital shopping. The eFabric platform is designed to bridge the gap between customers and the brand. With compelling content and videos, Loro Piana fabrics are at the forefront of digital tailoring..

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[Audio] With an increasing demand for excellence in the Textiles industry, our goal is to use Labels to establish Loro Piana as the benchmark in quality and sustainability. We have launched an analysis to understand the advantages and challenges associated with our labels, and how they can be leveraged to effectively communicate our brand message and values to our customers. We have also examined how our products compare to our competitors, and taken a closer look at how our customers utilize our labels in their designs. We believe that this data will provide us with an unprecedented insight into the label business and allow us to provide an unmatched excellence in fabrics. Overall, our goal is to continually improve our products, services and offerings to meet the ever-evolving needs of our customers. We appreciate your attention to this matter..