Lexon International Meeting - Presentation

M E E T I N GA G E N D A

HISTORY OF THE BRAND

MARKETING STRATEGY

LEXON TODAY

LEXON IN THE FUTURE

2014 COLLECTION

RECENT EVENTS

?

?

A REAL INTERNATIONALP R E S E N C E

INTERNATIONALR E F E R E N C E

2 OFFICES_Paris_Xiamen

Paris Head Office

Xiamen Head OfficeChina

ACCENT ON DESIGN

ACCENT ON DESIGNCHINA DESIGN AWARDS

GOLDEN LIMITED EDITION

Créée en 1996 par le designer Marc Berthier pour LEXON. Prix du design de New-York 1999.Collection permanente du MoMA de New York depuis 1999. Couverture de TIME Magazine en 2000 : «The Rebirth of Design».

Collection permanente du Centre National d’Art Moderne Georges Pompidou à Paris depuis 1997.La Radio TYKHO est devenue au cours des 15 dernières années une Icône du Design.

Designed by Marc Berthier for LEXON, in 1996. New-York Design Award 1999.Permanent collection of NYC MoMA since 1999. Front page of TIME Magazine in 2000 : «The Rebirth of Design».

Permanent collection of Centre National d’Art Moderne Georges Pompidou Paris, since 1997.In the last 15 years, TYKHO Radio became a Design Icon.

D E S I G N B O O K S






P R E S T I G I O U S S A L E S P L A C E S

E D I T O R I A L S














T H E G E N E S I S O F A P R O D U C T

THE GENESIS OF A PRODUCT

T H E G E N E S I S O F A P R O D U C T

new product idea shared with designersja

nu

ary

feb

ruar

y

THE GENESIS OF A PRODUCTja

nu

ary

feb

ruar

ySTUDY TECHNICAL POSSIBILITIES


FIRSTSKETCHES

feb

ruar

y

mar

ch


ENGENEERING STUDYm

arch

apri

l


TECHNICAL DRAWINGSm

arch

apri

l

may


PROTOTYPES

apri

l

may

jun

e


TOOLING

jun

e

july


july

aug

ust

TESTS


sep

tem

be

r

aug

ust

TOOLING IMPROVEMENTS


sep

tem

be

r

oct

ob

er

PRODUCTION

no

vem

be

r

oct

ob

er


SHIPMENT

de

cem

be

r

no

vem

be

r


WAREHOUSE


THE GENESIS OF A PRODUCT1

year1

year

Alarm ON positionTime & alarm time

Snooze/light touch sensorLED technology

Position alarme ONHeure & heure de l’alarme

Alarme/éclairage tactileTechnologie LED

Alarm OFF positionTime

Light touch sensorLED technology

Position alarme OFFHeure

Eclairage tactileTechnologie LED

D E S I G N A D R I A N & J E R E M Y W R I G H T

THE PERFECT ALARM CLOCK ?LE Réveil parfait ?

Available in 10 colorsDisponible en 10 couleurs

D E S I G N M A T H I E U L E H A N N E U R

R E TA I L S U M M A R Y

c re a t e a s t ro n g i m a g e i n y o u r c o u n t r y

s e l l i n g

d i s t r i b u t i o n

re i n f o rc i n g o u r p re s e n c e i n s h o p s

f e e d b a c k

c o m m u n i c a t i o n

re t a i l i m p ro v e m e n t

1

2

3

4

5

6

7

v

B U I L D I N G A S U C C E S S F U L B t o B D I S T R I B U T I O N

v

E X P L O R E T H E C O L L E C T I O N A N D L E X O N E X P E R I E N C E A N D F A C I L I T I E S

C O R P O R A T E G I F T S

1

EVENTS

V.I.P. GIFTS

INTRANET SALES

NEW PRODUCT PRESENTATION

EMPLOYEES GIFTS

MERCHANDISING

–-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–-- –-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–-- –-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–-- –-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–-- –-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–--–—–--–-–--—–--––—–---–—–-—––-––—–--

CHARTE GRAPHIQUEMUSÉE RODIN composantes de l’identitépolices de caractèresP.41

SIGNATURES SIMPLIFIÉESCertaines techniques d’impression ne permettent pas l’impression des transparences. Dans ce cas, et uniquement dans celui-ci, les signatures peuvent apparaître soit en une soit en deux couleurs à plat. Ces couleurs peuvent être choisies en fonction des supports. Pour la version en deux couleurs, celles-ci seront choisies dans une même gamme colorimétrique afin de créer un aspect dégradé.

CHARTE GRAPHIQUEMUSÉE RODIN les applicationssignatureP.40

Exemples 1 couleur À PLAT

Exemples 2 couleurs À PLATLes deux couleurs sont choisies dans une même gamme colorimétrique afin de créer un aspect dégradé. La couleur la plus claire apparaît toujours en fond, la plus sombre est celle qui entoure la typographie.

MERCHANDISING

E S T A B L I S H A P R O T E A M

2

TRAINING SALES TEAMS

TRAINING SALES TEAMS

PROFESSIONAL B to B MARKET EXPERIENCE

EXPERTISE ON THE BRAND AND COLLECTION

2,6

32

7

1,4

14

2

Patch 3D / pochette Ipad

1912

19

Curseurs / Zipper pullers

2520

20

logo moulé / moulded logo

laser engraving

Plaque métal / Metal plate

2,6

40

7

1,4

18

4


Ø15

10


Patch gomme 3D / 3D rubber patch

Imprimé sur la doublure intérieure / logo on inner lining 30 mm 30 mm

6 mm

Épaulière / shoulder pad

EXPERTISE ON DECORATION AND SPECIAL PRODUCTION

Mousqueton / Clasps for strap

24 mm

24 mm

90

24

Porte étiquette / hand tag

8 54

POSSIBILITIES OF DECORATION

WELL EQUIPED WITH SAMPLES, CATALOGUES,SALES KITS, ETC

U N D E R S T A N D L E X O N ’ S

P O S I T I O N I N B t o B M A R K E T

3

L I M I T E D I M PA C TNOT USED IN DAILY L IFECHEAP IMAGE FOR THE BRANDWA S T E O F B U D G E TN O D E S I G N

P R I C EL A R G E N U M B E R SC U S T O M I Z AT I O N

PROMOTIONAL PRODUCTS

H I G H P R I C ENO CONTEMPORARY MESSAGEL I M I T E D Q U A N T I T I E S

S T R O N G I M PA C TVA L U A B L E F O R T H E B R A N DU S E D I N D A I LY L I F E

LUXURY PRODUCTS

P R I C EL A R G E N U M B E R SC U S T O M I Z AT I O N

S T R O N G I M PA C TVA L U A B L E F O R T H E B R A N DU S E D I N D A I LY L I F E

U S E H I S T O R Y A N D D E S I G N R E F E R E N C E S O F T H E B R A N D

DESIGN AWARDS

BEST DESIGN STORES

RETAIL EXPOSURE AS REFERENCE

RETAIL EXPOSURE AS REFERENCE

INTERNATIONAL BRANDS REFERENCES

HISTORY AND REFERENCES OF THE BRAND

DESIGN

A UNIQUE APPROACH

DESIGN BRAND

A UNIQUE APPROACH

DESIGN BRAND

QUALITY

A UNIQUE APPROACH

DESIGN BRAND

QUALITY

PRICE

A UNIQUE APPROACH

DESIGN BRAND

QUALITY

SERVICE PRICE

A UNIQUE APPROACH

DESIGN BRAND

QUALITY

SERVICE

FAST DELIVERY

PRICE

A UNIQUE APPROACH

HIGH BRANDS

DESIGN BRAND

QUALITY

GENERAL IMPORTER

SERVICE

FAST DELIVERY

PRICE

LEXON

DESIGN BRAND

QUALITY

SERVICE

FAST DELIVERY

PRICE

PRODUCTS WHICH ARE LOVED AND UTILIZED

I D E N T I F Y M A R K E T P O T E N T I A L S

4

DIFFERENT INDUSTRIES

CARS

INSURANCE

PHARMACEUTICALINDUSTRY

FOOD

BANKS

COMPUTERS

PREPARE A PROSPECTION LIST TO BE CONSTENTLY UPDATED

CREATE DEMAND BY CATALOG MAILING

PARTICIPATE TO B to B FAIRS

ESTABLISH REGULAR COMMUNICATION VIA NEWSLETTERS

G E T R E A D Y

5

INVENTORY FOR SAMPLING

ORGANISATION FOR FAST REACTIVITY- WELL INFORMED CUSTOMER SERVICE -

LD 110. Mini totem gradient

PMS 355 C

WHITE

40

54

GRAPHIST FOR DECORATION PROJECTS

ANTICIPATION ON PROPOSAL - PRICE - DELIVERY FOR DAILY OFFERS

F E E D B A C K W I T H L E X O N T O M A K E E V E R Y T H I N G C L E A R

M A K E E A C H O F F E R C L E A R O N B O T H S I D E S - C U S T O M E R &

L E X O N - P R I C E A N D D E L I V E R Y

T W O W A Y S O F O R D E R S

6

FROM BELGIUM INVENTORY

48 HOURS SHIPMENT

LOCAL DECORATION

LOCAL DECORATION

22

LD 14. Card box

Marquage : 1 couleur

éch. : 1/1

noir

version 01

22

LD 14. Card box

Marquage : 1 couleur

éch. : 1/1

noir

version 01

LOCAL DECORATION

LOCAL DECORATION

S P E C I A L P R O D U C T I O N

_MINIMUM QUANTITY

_PRODUCTION LEAD TIME

_TRANSPORTATION LEAD TIME

200 mm

Zipper pullerMetal plate

CLIP U SB

TOILETRY BAG

250 mm

85 mm

VERSION 02

1,3

25

8,3

13,3

40

2

Zipper puller

laser engraving

24 mm

22 mm

Clasps for strap with logo Metal plate

3D patch

Red lining ( PMS 1795 C )

9

20

32

3D patch25

19

20

laser engraving

laser engraving

LN325 . AIRLINE MINI DOCUMENT BAG / LAPTOP

2,6

32

7

1,4

15,5

S A L E S P O L I C Y

7

T W O W A Y S

_DIRECTLY TO INDUSTRY

_THROUGH B to B LOCAL DEALERS

VIA B to B DEALERS

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS

+_Market coverage

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS

+_Market coverage

_Number of sales forces on the road

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS

+_Market coverage


_Knowledge of the job

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS

+_Market coverage



_Link with customers

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS

+_Market coverage



_Link with customers

_Constant inquiries and orders

VIA B to B DEALERS

-_Multiple products imageLE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS

-_Multiple products image

_Lack of design knowledge

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS



_Limited motivation for well designed products

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS



_Limited motivation for well designed products

_Lack of information about the brand and products

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

+_Direct usage of the name

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS


_Control of distribution

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS



_Image building

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS



_Image building

_Link with final deciders

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS



_Image building


_Direct communication

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS



_Image building


_Direct communication

_Knowledge of the brand and collection

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

VIA B to B DEALERS

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS

-_Need powerful sales organisation

VIA B to B DEALERS

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS


_Establish relationship with industry

VIA B to B DEALERS

LE XO N

DISTRIBU TO R

INDUST RY

DEALERS


_Establish relationship with industry

_Must go and get the orders directly

VIA B to B DEALERS

C O N C L U S I O N

_DIRECTLY TO INDUSTRY IS MORE SUITABLE

_THROUGH B to B LOCAL DEALERS REQUIRES STRONG TRAINING AND FOLLOW UP

Documents

Lexon International Meeting - Presentation