• Mexx : an image
Provinciehuis Antwerp
Feb 19th
Yan Aerts
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Mexx : a global brand- Mission statement- Mexx a global brand- Mexx brand identity- The Product- Wholesale- Retail- Home Shopping- PR activities
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Mission statement
‘Global brand marketing via controlled multi-distribution channels supported by shop performance
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Achieve brand leadership in our core markets providing long term premium returns to shareholders’
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Mexx: a global brandMexx is a successful global formula...
• Global lifestyle identity
• Global brand awareness
• Global marketing communication
• Globally expanding at rapid pace
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Mexx: a global brand… across product lines.
Mexx Owned Products
Shoes
Fragrance
Eyes
Time
Jewels
Bed & Bath
Socks
Body / Beach
Mini Mexx Home
Women
Men
Youth :
Junior / Kids /MiniMexx
Baby Mexx
XX by Mexx
Mexx Sport
Mexx Bags
Mexx Licensed Products
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Benelux
Germanic
East Europe
U.K. / Ireland
Far East
The Netherlands
Belgium
Luxembourg
Germany
Switzerland
Austria
Croatia
Czech Republic
Hungary
Lithuania
Poland
Russia
Slovenia
Ukraine
England
Scotland
Northern Ireland
Eire/ Ireland
Wales
Hong Kong
Taiwan
Canada
Denmark
Sweden
Norway
Finland
Iceland
France
Spain
Greece
Bahrain
Cyprus
Egypt
Jordan
Kuwait
Lebanon
Malta
Oman
Qatar
Saudi Arabia
United Arab Emirates
North America
Nordic
South Europe
Middle Near East
Mexx has global presence
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Mexx has established solid partnerships with leading retailersBelgium
Canada
Denmark
Finland
France
Germany
Innovation
The Bay
Illum
Magasin du Nord
Salling
Aleksi 13
Stockmann
Galeries Lafayette
Printemps
Samaritaine
KaDeWe
Karstadt
Kaufhof
Wohrl
The Netherlands
Pan Europe
Saudi-Arabia
Spain
Sweden
Switzerland
UAE
UK
De Bijenkorf
V&D
Intersport
Al Rumaih
El Corte Ingles
NK
Globus
Manor
Jashanmal
Allders
John Lewis Partnership
House of Frasier
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History and developmentKey milestones
1980
1986
1991
1995
1996
1997
1998
1999
2000
2001
2002
Founded by Rattan Chadha
Launch of MEXX (M+E+XX)
Investment by CVC
Restructuring of Mexx Group
Introduction of licensed products, including Fragrance, Shoes and Time
Introduction of Baby Mexx, Mexx Sport, and XX by Mexx
Flagship stores opened in Antwerp and Berlin
Flagship stores opened in Utrecht, Cologne, Hamburg and London
Flagship stores opened in Copenhagen, Stockholm and London (2x)
Launch of Mexx Direct. Acquisition by Liz Claiborne Inc.
House of Mexx store opened in Berlin and Maastricht
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‘A marriage made in heaven’
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Liz Claiborne Inc (LCI)…key facts of 2002:• 29 brands
• Net sales - US$ 3.1 Billion
• Volume - 225 million units
• Over 9000 employees worldwide
• Approx. 80% of employees are female
• Approx. 22,000 points of sale worldwide
• 97% awareness of Liz Claiborne brand in US
• every 5 seconds, a product created by LCI is bought in US
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A multi-brand portfolio• Most consumer groups are targeted regardless of age, gender, size,
sense of style, shopping and value preferences
• Owned and licensed brands offer products for multi-user markets from office to home to beach
• Products address classic and contemporary attitudes
• Market-right apparel, accessories, jewellery, bags, shoes, fragrances for women and men
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Mexx company structure
Mexx Production CentresEuroproduction (Voorschoten NL)Far East Production (Hong Kong)India (india)
Mexx Regional Sales Centres
Benelux Region (Utrecht)• Netherlands• BelgiumGermanic Region (Dusseldorf)• Germany• Switzerland• Austria Nordic Region (Stockholm)• Denmark• Finland• Norway• SwedenSouth Europe Region (Paris)• France• Spain
East Europe Region (Budapest)• Hungary• Poland• Russia• CroatiaUK / Ireland (London)• United Kingdom• IrelandMiddle East (Dubai)• UAE• Saudi Arabia• OthersCanada (Montreal)• CanadaAsia Pacific Region (Hong Kong)• Hong Kong• China• Taiwan
Mexx Corporate Centre• Business Planning• Corporate Affairs• Design• Finance/Accounting• Homeshopping Mgt.
• Licensing Mgt• Retail Mgt. & Buying• Strategic Marketing• Supply Chain Mgt. • Wholesale Mgt.
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Mexx management structure
C.E.O.
Corporate,Legal & H.R.
Finance
Sales &Distribution
Management
BrandDesign &Marketing
Sourcing &Logistics
WholesaleSales
Retail
BrandManagement
SupplyManagement
Concept &Inventory
Management
Sales & Marketing Companies
Planning & Control
Management
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Mexx corporate centerVoorschoten
• Corporate center
• Design center
• Fabric research and design
• Euro-production
• Architecture and in-store design
• Creative services
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Mexx brand identity
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Mexx brand positioning
GucciPradaVersace
Positioned in the mid-priced, contemporary market segment, targeted at the modern urban consumer
JosephMorganKookai
Miss Selfridge
ArmaniCalvin KleinDKNYBoss
MexxEspritNextBanana RepublicBenettonMasimo Dutti (Zara)
Ralph LaurenGantBurberrysMax Mara
Tommy HilfigerNauticaGAP
Hennes & MauritzZara
M & SC & A
High
Medium
Low
Innovators Contemporary Classic
Lifestyle
Price
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Mexx brand equityAs a global brand marketing company, Mexx is committed to building strong brand equity - measured by brand awareness, sympathy and possession - in all of its markets by:
• Distinctive, impactful and seasonal “kiss” advertising campaigns
• Intensive, dominant and consistent media planning
• Extensive below-the-line and POS activities
• Continuous consumer and trade PR initiatives
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The Mexx brand identity
Non-conformist Sympathetic Inspiring Fun Optimistic
The key characteristics of the Mexx brand:
Theme: Inspiring Individuals… Spring 2000
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Campaign history
Fall 1997 Spring 1998 Fall 1998 Spring 1999 Fall 1999 Spring 2000
Real People, Real Clothing Role Models, rather than Fashion Models Inspiring Individuals
Fall 2000 Spring 2001
What inspires you?
Fall 2001
Inspired by a kiss
Spring 2002
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The Product
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The product
Mexx Women
Mexx Men
Mexx Kids/Junior
Baby Mexx / Mini Mexx
Mexx Sport
XX by Mexx
Mexx Bags
Contemporary, co-ordinatedaffordable collections for amultitude of user momentsby fashion-conscious, urban-oriented, active A/B/C1women and men worldwide
Mexx Licensed Products
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Other1
5%
Mexx Women45%
Mexx Sport4%
XX by Mexx6%
Mexx Men19%
Baby/Mini Mexx10%
Mexx product linesMexx sales 2001
Mexx Kids/Junior11%
(1) Net licensing fees and sales to third party distributor in Canada
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Mexx WomenThe modern Mexx Women
• 20 - 40 years
• Urban attitude
• Contemporary Mentality
• Social, confident and open-minded
• Optimistic but realistic
• Aware of fashion, likes shopping
• Enjoys travelling
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Mexx MenThe modern Mexx Man
• 20 - 40 years
• Urban attitude
• Contemporary Mentality
• Social, confident and open-minded
• Optimistic but realistic
• Aware of fashion, likes shopping
• Enjoys travelling
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Mexx Youth• 0 - 14 years
• Sporty
• Optimistic
• Aware of fashion
• Cool but concerned
• Naughty and daring
• Smart
• Original
• Conscious of quality
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Mexx Junior
8 - 14 years
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Mexx Kids
3 - 7 years
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Mini Mexx
3 months - 2 years
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Baby Mexx
0 months - 6 months
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XX by Mexx
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Mexx SportThe Mexx Sport Woman
• Aged 20 - 40 years
• Interested in sports on a performance level
• Balance of body and mind
• Aware of fashion
• Active lifestyle
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Mexx Never-Out-Of-Style collectionsMexx Never-Out-Of-Style collections (NOOS)
• Styles which have timeless and broad consumer appeal
• Styles which are proven best-selling consumer products
• Styles which have an exceptional price/value relationship
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Licensed products & accessories
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Wholesale
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Mexx service areas and regional sales offices
HollandBelgiumLuxembourgGermanyAustriaSwitzerlandFinlandNorwaySwedenDenmarkIcelandFranceUnited Arabian EmiratesKingdom of Saudi ArabiaRussiaCroatiaHungarySloveniaKuwaitLithauniaUkraineJordanMaltaLebanonGuatamalaBahreinCzechiaOmanQatarSouth AfricaTurkeyIrelandCanadaMAP
Benelux
Germanic
Nordic
South
Central Salesothers
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Mexx Showroom – The Netherlands
Sales to customers are made through a network of 70 dedicated Showrooms
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Mexx concept area
Celle, Germany – XX by Mexx
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Mexx Shop-in-Store
Oslo Glasmagasinet, Norway
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Mexx high street franchise store
Moscow Arbat, Russia
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Retail
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house of Mexx, Berlin / Germany
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Antwerp / Belgium
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Wijnegem / Belgium (Kids store)
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Visual merchandising• Visual merchandising techniques
• Group and present the collections
• Carry visual messages to the shopfloor
• Visual merchandise manuals
• Catalogues
• Promotion material & props
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Visual merchandising guidelines & training
The Mexx visual merchandising vision is based on the following criterion:• Organised environment
• Clear stories - co-ordinated or category presentation
• Easy-to-understand
• Comprehensive at a glance
• Visual excitement through display and graphics
Intensive training program to the shop managers and in-store visual merchandisers on the following:
– Organise shop layouts & collections
– Use promo materials
– Displays accessories
– Display windows and mannequins
– Organise sales and product promotions
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Home Shopping
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Home Shopping
In 2000, Mexx entered into a joint venture with Otto Versand which is the leading mail
order company worldwide and B2C E-commerce company in Europe. In 2001, Mexx
Direct GmbH was established and 2 initiatives are being test-marketed in Germany:
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Mexx Direct - E-shop
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Mexx Direct - catalogue
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Mexx PR activities
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PR activities
Mexx international PR Coordinator : Siska Draijer.
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Internal PR• Newsletter : Mexx News• New Years Party• Aftersales conferences : per line per selling season • Welcome day for Starters• International meetings• Universal style for letters, memo’s and faxes in Word• IT helpdesk• Sales Conference• Fashion Show• Workshops• Annual Schedule
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External PR• Press packages to fashion trade press and consumer press
• Press conference for international trade press and fashion show
• Product placement through PR agencies in Antwerp and Amsterdam
• Product sponsoring: personnalities (Sabine Haegedoorn) or cookbook for kids: Kokkies!
• TV apperances & interviews: ex. Mexx featuring in TV program Trendies Beauty on January 10th 2003
• Sponsoring rebuildings for wholesale customers or partners
• Pampering programs : Monaco, Golf
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