La perfezione del gusto
La perfezione del gusto 3
KADEWE/ALSTERHAUS/OBERPOLLINGER Germany s MOST EXCLUSIVE Department Stores Known as innovative, luxurious and ground-breaking, the three department stores KaDeWe, Alsterhaus and Oberpollinger are the most famous and established of their kind in Germany and three of the most popular anywhere in Europe. With their impressive history, counting more than 100 years of heritage, they are landmarks in terms of luxury goods, shopping experience and excellent service. Every single brand, no matter if it is fashion, accessories, beauty, living or even food, has its own individual shop or space that celebrates its characteristic style. Alsterhaus Hamburg Hamburg s most prestigious department store since 1912 Size 22.000 sqm Location Situated directly at the Binnenalster, between Apple store and Neuer Wall (most luxurious shopping street in Hamburg) Frequency 25.000 visitors per day, at Christmas season up to 45.000 Shop windows 5 windows (which rank at 7.5 m among the highest in Germany) facing the highly frequented Jungfernstieg, 4 windows towards Neuer Wall and opposite crowd-puller Abercrombie & Fitch KaDeWe Berlin Biggest department store on the European continent since 1907 Size 64.000 sqm Location Well located on one of Germany s famous grand boulevards Ku damm Frequency 50.000 visitors per day, at Christmas season up to 100.000 Shop windows 20 highly frequented shop windows, 10 of them on the main boulevard Oberpollinger München Munich s most prestigious department store since 1905 Size 33.000 sqm Location Situated in one of Germany s most frequented shopping streets (2013: more than 15.000 passersby per hour) Frequency 30.000 visitors per day; depending on the season up to 70.000 Shop windows 3 windows facing the main boulevard, 3 side windows (one of them with a 13 m long continuous panoramic area)
KADEWE/ALSTERHAUS/OBERPOLLINGER Germany s MOST EXCLUSIVE Department Stores Alsterhaus Hamburg KaDeWe Berlin Oberpollinger MUnchen 06 07
April 1 May 17, 2014 Studio Italia stands for a unique cooperation between Italian lifestyle, brands and the three premium stores. The cooperation aims to showcase the range of great Italian brands from the Fashion & Accessories, Beauty, Home & Living and Food departments. Our main targets are: Promote established Italian brands Integrate new Italian brands Increase sales of Italian brands Increase the image and PR value of Italian brands all over Germany Why Studio Italia? The Italian word»studio«is based on the latin term»studium«which means»effort«as well as»work«and»zeal«. Studio Italia honours the amazing Italian work within the premium segments in Fashion & Accessories, Beauty, Home & Living and Food. The caption La perfezione del gusto emphasizes this prestigious Italian craftsmanship. La perfezione del gusto Logo: The Studio Italia logo represents the well-known boot of Italy in a new and modern way. The title as well as the logo are kept in a luxurious gold that harmonises with the numerous stars which are another symbol for Italian exclusivity. 09
Our tools are: Media packages / Advertising campaign (national magazines / local newspapers / online) @PREMIUM Outdoor campaign in all three cities (city light posters, billboards, ads on public transport) PR activities (exclusive press kits for the national and local press) We WILL support this cooperation with an outstanding marketing campaign. Shop windows and instore presentation at all three stores (exhibitions, merchandising and displays)»studio Italia«inhouse magazine (distribution in store as well as shipment to our best customers) Merchandise (bags, gift wrap paper, buttons etc., dedicated shirts and name tags for the staff) Several events at all three stores: Teaser-events: wine tastings (September 2013) Kick-off event Berlin / Opening events in Munich and Hamburg (April 2014) Customer events (April and May 2014) Online and social media activities (Homepages / Pinterest / Facebook & Instagram contests etc. / special activities at online shop, eg. first day deliveries with Vespas etc.) 11
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PACKAGES In addition to our extensive marketing campaign, we have developed a number of promotional and cooperation packages that we would like to present to you in more detail in the following pages. Take advantage of this great promotion to reach a new target group in Germany s three most important shopping destinations.
PACK AGES BASIC MARKETING CHANNEL Windows POS Magazine / Studio Italia Edition Online Online SPECIFICATION Product presentation in our STUDIO ITALIA multilabel windows (KaDeWe, Alsterhaus and Oberpollinger). Labelling / STUDIO ITALIA hangtag on every item. Product presentation on a multilabel page (e.g.»wishlist«). OR Monolabel teaser on one of our landing pages (fashion& style, beauty & spa, life & living, gourmet) at www.kadewe.de, www.alsterhaus.de and www.oberpollinger.de Integration into STUDIO ITALIA multilabel newsletter. Package price 3.500 16
PACK AGES MEDIUM MARKETING CHANNEL Windows SPECIFICATION Product presentation in our STUDIO ITALIA multilabel windows (KaDeWe, Alsterhaus and Oberpollinger). POS Product presentation at dedicated POS displays / STUDIO ITALY promotion areas (multilabel). Labelling / STUDIO ITALIA hangtag on every item. Magazine / Studio Italia Edition Online Postal Mailings Product or brand presentation on a half-page advertorial. Integration into STUDIO ITALIA multilabel newsletter. Product presentation on our STUDIO ITALIA multilabel direct mailer, sent out to 15.000 customer card-holders. Package price 10.000 18
PACK AGES LARGE MARKETING CHANNEL Windows POS SPECIFICATION Product presentation in our STUDIO ITALIA multilabel windows (KaDeWe, Alsterhaus and Oberpollinger). Prominent second placement in the three stores. Labelling / STUDIO ITALIA hangtag on every item. Magazine / Studio Italia Edition Online Postal Mailings Product or brand presentation on a 1/1 advertorial. Monolabel teaser on our three homepages. OR Monolabel newsletter for KaDeWe-/Alsterhausand Oberpollinger newsletter subscribers. Product or brand presentation on our monolabel direct mailer, sent out to 10.000 customer card-holders. Package price 25.000 20
PACK AGES SUPERIOR MARKETING CHANNEL Windows POS Magazine / Studio Italia Edition Online Postal Mailings Advertising SPECIFICATION Product presentation in our STUDIO ITALIA multilabel windows (KaDeWe, Alsterhaus and Oberpollinger). 2-week brand presentation in the highly frequented KaDeWe corner window. Prominent second placement in the three stores. Labelling / STUDIO ITALIA hangtag on every item. Product or brand presentation on a double-page advertorial. Monolabel teaser on our three homepages. Monolabel newsletter for KaDeWe-/Alsterhausand Oberpollinger newsletter subscribers. Product or brand presentation on our monolabel direct mailer, sent out to 15.000 customer card-holders. Co-op advertising (units: quarter pages) in daily newspapers in Berlin, Hamburg, Munich. La perfezione del gusto Package price 85.000 22
PACK AGES EXTRAS Add a little extra! In case you have decided on a STUDIO ITALIA package which might not include everything you wish for, simply extend the package with the following extras. GENERAL INFORMATION Are you interested in one of our packages? Visit www.kadewe.de/de/studio-italia/ and download the STUDIO ITALIA participation form (pdf). Simply fill in the form and return it to: studio-italia@kadewe.com We are looking forward to hearing from you! MARKETING CHANNEL SPECIFICATION PRICE Magazine Product placement on a multilabel page 1/1 Advertorial 2/1 Advertorial 1.000 12.500 25.000 The KaDeWe Online Shop Be a part of our Online Shop! We offer you the opportunity to include your products in our growing E-Commerce business, as well as to enjoy corresponding communication tools by request. Postal Mailings Monobrand mailing to 5.000 customer card-holders Monobrand mailing to 15.000 customer card-holders 7.500 10.500 For further information please contact Janine Blanke: MAIL blanke@kadewe.com PHONE +49 (0) 30 21 21 23 83 Monobrand mailing to 25.000 customer card-holders 14.000 Online Monolabel brand presentation on our landing pages (categories: fashion & style, beauty & spa, life & living, gourmet) 1.200 24
TIME SCHEDULE May / June / July 2013 Negotiation & arrangements with buying teams September 2013 Teaser event for customers: wine tasting at all three stores November 2013 Booking deadline for packages Large and Superior December 2013 Booking deadline for packages Basic and Medium April 2014 Start of national advertising campaign; release date of STUDIO ITALIA Magazine APRIL / May 2014 Kick-off event by invitation-only in Berlin, followed by opening events in Munich and Hamburg. Further customer events and exhibitions. Local advertising campaigns & outdoor campaigns 26 27