Bottega Veneta

The Understated Luxury Brand

Visual Merchandising, FC IV
Introduction

✤ Bottega Veneta is a luxury

brand that was established in
1966 by Michele Taddei and
Renzo Zengiaro.

✤ Their aim was to create

artisinal leather goods.
Introduction

✤ They use the intrecciato

weaving technique for leather
to make their products.

✤ The products were made by

artisans in Italy and till date the
brand does not outsource its
manufacturing.
Timeline

✤ Since 1966 the brand had a subtle line of products that

were of high quality and hand crafted

✤ In the 1990’s the brand began to blindly follow fashion

trends and this decision took them to the path of
bankruptcy.

✤ After 2001 and it take over by the Gucci Group (PPR)

the old ideals have been brought back to a very large
extent.
Since 1966 : Philosophy

✤ Since the conception of the brand, its philosophy had

been to provide quality products.

✤ They wanted the best of techniques to be used in

manufacturing and all their products are handcrafted
by artisans.

✤ They were against the trend of printing their logo all

over the product and followed the slogan - When your
own initials are enough
Since 1966 : Image

✤ They positioned themselves as an exclusive luxury

brand and their image was similar to it to a very large
extent.

✤ A lot of Studio 54 crowd started wearing Bottega Veneta

popularizing it amongst the youth of New York.

✤ Andy Warhol patronized this brand which gave it a lot

of success during that time.
In the 1990’s : Philosophy

✤ The brand made the decision to start following fashion

trends during this period.

✤ This move lead to their own demise as the image of the

brand for the people completely changed.

✤ In trying to follow the trends, they too made the

decision to splash their logos everywhere possible in
the products that they made.
In the 1990’s : Image

✤ Due to this sudden change in the philosophy the

people got disinterested in the brand as it no longer
had any uniqueness.

✤ As the people’s interest reduced the sales followed and

led to a stage of bankruptcy.
After 2001 : Philosophy

✤ The company got acquired by the Gucci Group in

February 2001 making Tomas Maier the creative
director.

✤ He has made an effort to bring back the old philosophy

as well as the focus on the weave and its quality.

✤ A recent press release said - The pattern is at the heart of

the product but by no means defines or limits what we do.

✤ They have also made technology an important part of

the brand.
After 2001 : Image

✤ The image has returned back to what it was in 1966.

✤ Its Knot Bag has reached the iconic status similar to the
Fendi Baguette.

✤ It is known for its quality material and craftsmanship.

Customer Profile: Demographic

Age 30+

Gender Mostly Females

Disposable Income 5,00,000 +

Occupation Mostly Business Class

Religion Irrespective

Size of Family Small

Stage of Lifecycle Married

Education Level College

Customer Profile: Psychographic

✤ The people coming here do not have a specific activity

in mind. (eg. ESPIRT for sports)

✤ There interests can be ranging.

✤ There opinions would be of utmost sophistication and

practicality.

✤ Not the type of people who would wear a brand to

show off.
Area Profile

✤ The store is at the ground floor of UB City Mall at

Vittal Mallya Road.

✤ The Mall itself is home to several offices and a hotel of

Prestige Group.

✤ Vittal Mallya road and its adjacent area is know for its
high fashion stores and has a polished, well educated
and high income crowd.

✤ The store is strategically placed in an area where it is

easily accessible to its target customer.
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Store: Visual Merchandising (Visual)

✤ The end of season sale was on and signage regarding the

amount of discount was shelf-wise put up. The discount
amount was aesthetically not appealing as it was just a black
and white print out on white bond paper and was simply
laminated and kept on the respective shelves.

✤ The Catalogue which contained the details of the merchandise,

latest collection and styling was kept for customers to browse
through.

✤ The visual aesthetics of the store was also enhanced with 2 full
length mirrors put diagonally opposite to each other on
opposite walls of the store, right next to the merchandise.
Store: Visual Merchandising
(Olfactory)

✤ Unfortunately, the store had the typical leather odor

which was not very pleasant. The store could have
been scented with an elegant perfume going with the
whole feel of the store.
Store: Visual Merchandising
(Auditory)

✤ There was no music being played in the store. It was

very peaceful and quiet.
Store: Visual Merchandising (Tactile)

✤ The handles of the drawers and the door were sheared

in leather to go with the feel of the merchandise.

✤ Mohair furniture upholstery and custom dyed, New

Zealand wool carpets enhanced the interiors of the
store.

✤ "Sensuous palette of matte neutrals and earth tones

underscores the sophistication and elegance of the
store."
Store: Visual Merchandising
(Merchandise)

✤ A large part of the store’s merchandise comprised of

their handbags and clutches.

✤ These bags were arranged in a grid and were color

coded.

✤ They also stocked a small amount of men’s accessories

but ready to wear garments for either men or women
were not seen.

✤ Small but sufficient quantities of accessories could also

be seen.
Store: Visual Merchandising
(Window)

✤ The store had a front window display. It had about half

a dozen moving panels made of wood which were
tilted at an angle so that the window display can be
separated from the store.

✤ The front window display had only a white box with

the merchandise on it; looking simple yet elegant.

✤ The shelves for the merchandise was put up against

the back window and every shelf had light above it
which looked like store space from inside the store but
looked like a grid of bags put against the window from
outside the mall.
Store: Visual Merchandising
(Fixtures)

✤ Aerodynamically shaped, vertical window louvers of

palm wood and steel displayed the merchandise.

✤ Glass cabinet for the clutches and the heels was on one
side of the store and a wooden rack for men's wear and
related accessories was on the side wall.

✤ A wooden revolving stand for the belts which had

hooks on all 4 sides on which the belts hung with a
special leather loop attached to the belt itself.
Store: Visual Merchandising
(Fixtures)

✤ The wallets were kept open in a v-shape inside a sued

rectangular stand which had two vertical panels on either side.

✤ The walnut tables with a glass slab to look through was kept to
display more clutches and laptop bags. Finely crafted display
counters with slide-out billiard-cloth presentation pads were
placed beneath it.

✤ The island display consisted of 4 wooden boxes cuboidal in

shape of different sizes kept vertically in the centre of the store.
A business bag and a clutch were kept on one box, a stand for
goggles was on the other, a women's bag on one and the 3rd
had 2 wine glasses kept as a prop.
Store: Visual Merchandising
(Point Of Sale)

✤ Key chains, mobile phone dangles and other such

small buys were kept at the point of sale counter.

✤ Magazines covering the brand and its latest collection

were also kept at the counter.

✤ A computer was kept at the lower level of the counter

to manage inventory and sales.
Store: Visual Merchandising (Light)

✤ The whole store was perfectly lit with white

incandescent lights on each shelf.

✤ The ceiling had yellow spot-lights and ambient lights.

Thank You
Prachi Gupta
Prateek Saxena
FC IV