1. CESARE PACIOTTI Mimotti Lucia Primucci Genny

2. CESARE PACIOTTI Cesare Paciotti is a luxury brand that deals with footwear. It represents Italy (especially the Marches) all over the world.

3. CESARE PACIOTTI Cesare’s life History Brand Mission Competitors Strategy Quality Products StretchingAdvertising Organisation Business Services

4. CESARE PACIOTTI’S LIFE Cesare Paciotti was born on 1st January in Civitanova Marche from Italian parents, owners of a local shoe factory. They contributed to improve his love for footwear. He is a creative, talented, charismatic and ingenious person. Besides, he has a great love for art and travels. This passion drove him to attend DAMS in Bologna and to travel in the most important Cities around the world. Nowadays, he is one of the greatest businessmen known all over the world.

5. BRAND A brand is a symbol that distinguishes a product made by one firm from the others. Cesare Paciotti’ s brand is a classic brand, in fact it represents the tradition and the history. Besides, this brand is a sign of quality, style, status symbol, design and liability in customers’ opinion.

6. HISTORY In 1948 Cesare Paciotti’s father founded his family footwear company based on a men’s classic line (completely hand made) called Paris. In 1980, Cesare inherited his family business and he understood that it was the moment to realize his project he had had for a long time. So he created his own first men’s footwear collection called simply Cesare Paciotti. In 1990 he introduced his first women’s collection, so he expanded his company buying a new factory. Thanks to this line, he arrived to the top of his success. In 2002 he produced a new unisex line of shoes named 4US dedicated to the sport and free time.

7. Paciotti’ s brand is a dagger. This is the logo of the particular 4US line.

8. MISSION Mission is the purpose that every entrepreneur owns. In particular Paciotti’ s mission consists in to offer high quality products. In this way, Cesare tries to satisfy customers’ requests, therefore he invents up-to-date lines and he takes care of detail’ s research. In this field becomes very important the Paciotti’ s women vision: he wants to get the sophisticate and fascinating lady. So he uses very high heels, precious gems and characteristic accessories. In order to get other potential sporting clients, he designed 4US range.

9. QUALITY Quality is one of the most important points for a luxury brand like Paciotti. Innovative materials, frequent production controls, tested goods and modern designs are instrumental in order to guarantee high quality. Also, Cesare believes that the key of success consists in to preserve family factory ‘s principles and traditions.

10. PRODUCTS

11. The tradition of the company is based on men’s footwear. Armony, elegance and clean cuts are principles of the Paciotti Spring Summer 2007 men’s collection. This line is inspired by: English and French classic models with warm colours Habillé model made of precious leather such as crocodile, python, eel and alligator. Mocassino

12. Men’s collection

14. Paciotti is very famous for women’s footwear, too. Spring Summer 2007 women’s collection is designed for a free, independent lady who loves travelling. It is created with traditional colours and combined materials for example shiny silk, cotton, patent leather and suede.

15. Women’s collection

17. 4US LINE 4US is a new sporting range suitable to young and adventurous people. It is also more economical than the main line. In this way Paciotti wants to reach satisfaction of all possible clients. This line includes: Men, women, kids shoes Handbags Eyewear Jewels

18. 4us collection

20. STRETCHING

21. Moreover, Cesare has designed an entire jewels collection completely realized in gold, silver and precious gems.

22. Also nowadays there is a glamorous eyewear collection.

23. There are two kinds of bags: HANDBAGS can be used during the day. They are created with more durable fabrics such as leather, suede and canvas JEWEL BAGS are more appropriate by night. They are embellished with jewels and gems.

24. Belts reflect Paciotti’s style, in fact they are original and elegant.

25. Clothing, lingerie and beachwear born with the aim to offer to clients products that they demanded in boutiques but did not find them, because these goods were used only for advertising.

26. COMPETITORS

27. The main competitors are: Louis Vuitton Gucci Prada

28. In particolar 4US competitors are: Merrel Bikkembergs Etnies All star

29. STRATEGIES

30. Paciotti’ s company tries to obtain further development of the brand and search to face its competitors using these strategies: Two new factories in Italy; To improve quality - price ratio (good value for money); To invest more into advertisements; To develop a more efficient trend research; New boutiques in Italy, Spain, USA, Korea, France and Australia; Internet sales for collections. Moreover, Paciotti uses sophisticated and valuable fabrics (such as silk, lace, tulle, technical materials with characteristic decorations) in order to get high quality products. Besides, Cesare gives relevance to detail’s research.

31. ADVERTISING

32. This company uses famous and international stars to advertise its products and to be more competitive. There are a lot of advertising campaigns in many fashion magazines in the world. The main testimonial is Bruce Willis but there are also italian artists like Roberto Bolle. In 2002 this griffe partecipated in the Wsa International of Las Vegas, one of the most important footwear fairs in USA. Then, in 2003 it took part in different exhibitions such as the Metropolitan Museum and the Fashion’s Museum of New York. It is also the sponsor of many sport events like Turin Olympic Games in 2006.

33. Some VIP in Cesare Paciotti… Cameron Diaz

34. Sienna Miller

35. Ricky Martin

36. ORGANISATION

37. Cesare Paciotti became the leader in 1980. Today the company benefits of more than 200 employees. It owns four factories all situated in Italian territory, so it does not practise outsearching because Cesare believes that it reduces the quality of products. Paciotti S.p.A has developed a very successful network of franchising stores in order to be more visible in the world. In respect to 1999, it has tripled the amount of invoices and it still increasing each year of about 20%-25%. This is possible through up-to-date machineries and materials, even if the company continues to respect traditions.

38. BUSINESS SERVICES

39. Paciotti’ s company offers many services to its clients, such as the opportunity to buy products directly on its web site with different payment methods. In addition, it has boutiques and showrooms in many different countries with a very friendly staff.

40. THE END Links : www.cesare-paciotti.com www.dellamoda.it