1. Il S.I.M. nella Moda
Urbino 28 novembre 2008

2. Group highlight Workforce 1.399
Flagship Store, Corner and Shops in Shop
Country
Client 6.500

3. Design, handling of licences and retail
Group structure
Aeffe
Production and distribution of clothing lines
The company has a production plant covering 55,000 sq.m at San Giovanni in Marignano (Rimini), which is where the following production stages are carried out:
Manufacturing and other stages are outsourced to third parties.
design
prototyping
sampling
quality control
logistics
Moschino
Design, handling of licences and retail
All the Moschino lines are produced and distributed under licence agreements.
The main Moschino’s licensees are:
Aeffe S.p.A. (ready-to-wear and accessories)
Pollini S.p.A. (footwear)
Sinv S.p.A. (jeanswear)
Allison S.p.A. (eyewear)
Euroitalia S.r.l. (fragrances)
Velmar (lingerie and beachwear)
Binda S.p.A. (watches and jewellery)
Pollini
Production and distribution of footwear and leather accessory lines
The company has a production plant covering 45,000 sq.m at Gatteo (Forlì) which is where the following production stages are carried out:
design
prototyping
leather cutting
piecing
working
finishing
Logistics is outsourced to third parties
Velmar
Production and distribution of lingerie and beachwear
Velmar has a production plant at San Giovanni in Marignano (Rimini). Logistics is outsourced to third parties.

4. Clothing - Accessories Footwear – Leather goods
B.M. Designer/Brands
Aeffe
Clothing - Accessories
Pollini
Footwear – Leather goods
Moschino
Licences – Design
Velmar
Beachwear - Lingerie

5. Franchised Corners and Wholesale Distribution
Business model (Aeffe only)
Designers/Brands
Pollini
dedicated team
Alberta Ferretti dedicated team
J.P. Gaultier
Moschino dedicated team
Basso&Brooke
Authier
Prototyping, sampling, sales campaigns, production (internal/outsourced), quality control, logistics
Operations
Agents
Distributors
Retailers
Franchised Corners and
Shop-in-Shop
Franchised stores
Wholesale Distribution
Directly
operated stores
Retail Distribution

6. Flagship Stores D.O.S. MOSCHINO Milano (2) Roma Capri Paris London
Berlin
Osaka
Hong Kong (2)
Kowloon
Kuala Lumpur
Singapore
Taipei (3)
Bangkok
ALBERTA FERRETTI Milano
Roma
Capri
Paris
London
POLLINI
Milano
Bologna
Roma
Firenze (2)
Venezia
Bolzano
Parma
Ravenna
Varese
Verona
Paris
PHILOSOPHY
Milano
Capri
New York
P_BOX
Milano )
SPAZIO A
Firenze
Venezia

7. Sistema Informativo di Marketing (S.I.M.)
Definizione
Sistema Informativo di Marketing (S.I.M.)
“Struttura integrata e interagente di persone, attrezzature e procedure, finalizzate a raccogliere, classificare, analizzare, valutare e distribuire informazioni pertinenti, tempestive ed accurate destinate ai soggetti decisionali dell’impresa…”

8. L’impatto dell’Information Tecnology sul SIM
“…la variabile “Tecnologia dell’Informazione” contribuisce in maniera rilevante a qualificare un sistema informativo aziendale e di marketing…”
Evoluzione
INFORMATION
TECNOLOGY
Evoluzione
SISTEMI INFORMATIVI
SIM

9. Il percorso evolutivo dei SIM
Sistemi orientati alle operazioni
Anni ’50: EDP System (Electronic Data Processing)
Anni ’60: MIS (Management information System)
Anni ’70: SIS (Strategic Information System)
DSS (Decision Support System)
Anni ’80: EIS (Executive Information System)
Anni ’90: Data Warehouse e Business Intelligence
GIS (Geographics Information System)
Anni ’00: Internet -Intranet-Extranet
Sistemi orientati alle decisioni

10. Gruppo Aeffe INTERNET EXTRANET VPN INTRANET AS/400 Schema Applicativo
Website
E commerce
Sales force automation
Order entry
CRM
Retail
Stock
AS/400
VPN
WEB SERVER
INTRANET
Navigazione dinamica dati
Condivisione documenti
Reportistica
Analisi dati
Modulistica
Comunicazione

11. INTRANET Navigazione dinamica dati Condivisione documenti Reportistica
Analisi dati
Modulistica
Comunicazione

19. INTERNET
Website
E-commerce

20. website

21. E-commerce

22. EXTRANET
Sales force automation
Order entry
CRM
Retail
Stock

23. CRM-SKcli

24. Grazie per l’attenzione
“la certezza non è altro che
la mancanza di immaginazione”
federico bertini
marketing manager
aeffe group