Il S.I.M. nella Moda
Urbino 28 novembre 2008
Group highlight
Sales by geographical area
Net Revenues (€/,000,000)
A merica
12%
275,1
239,4
2003
250,9
Other
4%
253,8
Italy
39%
Far East
17%
2004
2005
Rest o f Euro pe
28%
2006
Sales by distribution channel
Workforce
Flagship Store, Corner and Shops in Shop
Country
Client
Royalties
5%
1.399
161
Retail
25%
73
6.500
Wholesales
70%
Group structure
Aeffe
Moschino
Production and distribution of clothing lines
The company has a production plant covering 55,000
sq.m at San Giovanni in Marignano (Rimini), which is
where the following production stages are carried out:
Design, handling of licences and retail
All the Moschino lines are produced and distributed
under licence agreements.
The main Moschino’s licensees are:
• Aeffe S.p.A. (ready-to-wear and accessories)
• Pollini S.p.A. (footwear)
• Sinv S.p.A. (jeanswear)
• Allison S.p.A. (eyewear)
• Euroitalia S.r.l. (fragrances)
• Velmar (lingerie and beachwear)
• Binda S.p.A. (watches and jewellery)
• design
• prototyping
• sampling
• quality control
• logistics
Manufacturing and other stages are outsourced to third
parties.
Pollini
Production and distribution of footwear and leather
accessory lines
The company has a production plant covering 45,000
sq.m at Gatteo (Forlì) which is where the following
production stages are carried out:
• design
• prototyping
• leather cutting
• piecing
• working
• finishing
Logistics is outsourced to third parties
Velmar
Production and distribution of lingerie and beachwear
Velmar has a production plant at San Giovanni in
Marignano (Rimini). Logistics is outsourced to third
parties.
B.M. Designer/Brands
Aeffe
Clothing - Accessories
Pollini
Footwear – Leather goods
Moschino
Licences – Design
Velmar
Beachwear - Lingerie
Business model (Aeffe only)
Alberta Ferretti
dedicated team
Moschino
dedicated team
Designers/Brands
Pollini
dedicated team
J.P. Gaultier
dedicated team
Basso&Brooke
dedicated team
Authier
dedicated team
Prototyping, sampling, sales
campaigns, production
(internal/outsourced), quality
control, logistics
Operations
Agents
Distributors
Retailers
Wholesale Distribution
Franchised
stores
Franchised
Corners and
Shop-in-Shop
Directly
operated stores
Retail Distribution
Flagship Stores
D.O.S.
ALBERTA FERRETTI
Milano
Roma
Capri
Paris
London
PHILOSOPHY
Milano
Capri
New York
MOSCHINO
Milano (2)
Roma
Capri
Paris
London
Berlin
Osaka
Hong Kong (2)
Kowloon
Kuala Lumpur
Singapore
Taipei (3)
Bangkok
P_BOX
Milano )
SPAZIO A
Firenze
Venezia
POLLINI
Milano
Bologna
Roma
Firenze (2)
Venezia
Bolzano
Parma
Ravenna
Varese
Verona
Paris
Sistema Informativo di Marketing (S.I.M.)
Definizione
“Struttura integrata e interagente di persone,
attrezzature e procedure, finalizzate a
raccogliere, classificare, analizzare, valutare e
distribuire informazioni pertinenti, tempestive
ed accurate destinate ai soggetti decisionali
dell’impresa…”
L’impatto dell’Information Tecnology sul SIM
“…la variabile “Tecnologia dell’Informazione”
contribuisce in maniera rilevante a
qualificare un sistema informativo
aziendale e di marketing…”
Evoluzione
INFORMATION
TECNOLOGY
Evoluzione
SISTEMI INFORMATIVI
SIM
Il percorso evolutivo dei SIM
Sistemi orientati alle operazioni
Anni ’50:
EDP System (Electronic Data Processing)
Anni ’60:
MIS (Management information System)
Anni ’70:
SIS (Strategic Information System)
DSS (Decision Support System)
Anni ’80:
EIS (Executive Information System)
Anni ’90:
Data Warehouse e Business Intelligence
GIS (Geographics Information System)
Anni ’00:
Internet -Intranet-Extranet
Sistemi orientati alle decisioni
Gruppo Aeffe
Schema Applicativo
EXTRANET
•
•
•
•
•
Sales force automation
Order entry
CRM
Retail
Stock
INTERNET
• Website
• E commerce
WEB SERVER
VPN
AS/400
INTRANET
•
•
•
•
•
•
Navigazione dinamica dati
Condivisione documenti
Reportistica
Analisi dati
Modulistica
Comunicazione
INTRANET
• Navigazione dinamica dati
• Condivisione documenti
• Reportistica
• Analisi dati
• Modulistica
• Comunicazione
INTERNET
• Website
• E-commerce
website
E-commerce
EXTRANET
• Sales force automation
• Order entry
• CRM
• Retail
• Stock
CRM-SKcli
Grazie per l’attenzione
“la certezza non è altro che
la mancanza di immaginazione”
federico bertini
marketing manager
aeffe group
[email protected]
http://www.linkedin.com/pub/a/361/439