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C O M P A N Y P R O F I L E
2008 company profile
BROS MANIFATTURE
bros manifatture company profi l e5
7 Introduction Bros Manifatture 8 The history 10 The group 11 The results 12 Mission and Vision 13 Core values.
The qid factor: quality, innovation, design 14 The internal and commercial
structure of the company 17 Bros watchstraps 19 Brosway Jewels 21 Brosway Watches 22 Brosway communication 26 Brosway Jewels advertising 2006/2007 31 Brosway advertising 2008 36 Brosway’s network 41 Trade shows 42 Brosway awards
I N D E X
Lanfranco Beleggia, a dynamic
and driven entrepreneur,
founds a watch wristband
manufacturing company
in the Montegiorgio area.
bros manifatture company profi l e7
Bros Manifatture was created towards the end of the 1970s and started off as a craft manufacturing company of high-end watch wristbands. Soon the company began making headlines for its impeccable quality and attention to details. Its commitment and devotion were soon rewarded: the company became a reference point among connoisseurs around the world. From the 1980s on Bros has been recognized as a leading Italian player, synonymous with Italian quality and style. With the new millennium Bros Manifatture reconceptualizes itself, evolving into a multi product enterprise. In 2002 the company launches Brosway Jewels, a trendy anthology of stainless steel, gold and diamond jewels raising the bar in terms of quality, design and innovation. Strategic advertisement investments placed the brand under the lime light, collecting a long string of media features (national tv, press, radio and billboards). As part of its total communication strategy, Brosway introduces its first international spokesmodel: the Spanish actress Penelope Cruz. Through the years Brosway’s jewelry production grows exponentially, becoming the company’s core business. Today, Brosway is known and appreciated globally and continues to set the trends. Production still takes place in the original manufacturing plant, located in the Italian region of Marche, keeping in mind its artisan roots. Adored by the hippest celebrities, Brosway caters to those who enjoy sporting an elegant, yet informal piece of jewelry. Brosway Watches, the company’s latest line inaugurated in October 2007, featured as many as forty one timepieces. This sporty, dynamic and energetic collection was chosen to be the official sponsor of the Italian national rugby team, obtaining a mind blowing success.
INTRODUCTION TO BROS MANIFATTURE
bros manifatture company profi l e8
1979
bros — Bros brand
is created. The
label is designed
to manufacture
and distribute
watch wristbands.
1990
dhiva — The
expansion process
continues with the
creation of Dhiva,
a brand designed
to manufacture
and distribute
jewelry cases.
1991
officina italia
The Officina Italia
brand comes to
life. A perfect
synthesis of the
world renowned
Italian tailoring
tradition when it
comes to watch
wristbands.
1994
foreign expansion — Bros
manifatture
begins its foreign
expansion,
strengthening
the growth and
development
process
undertaken in the
previous years.
2002
brosway jewels
Without
abandoning the
watch wristbands
business, in
line with the
innovation and
development
strategies
actuated, Bros
manifatture
evolves again,
launching a new
brand, Brosway
Jewels. The line,
initially solely
distributed in
Italy, gathers a
collection of highly
fashionable jewels,
a perfect blend
of the trends in
high demand and
the individual
personality of the
consumers.
THE HISTORY
It is in the ‘90s that the company
evolves, experiencing a strong growth
and moving to larger buildings.
New challenges are taken on and new
brands are created until the company
reaches the current strong structure.
bros manifatture company profi l e9
2003
brosway jewels international Brosway climbs on
top of the fashion
jewelry industry
The success
obtained by our
jewel line called
for a worldwide
distribution of the
Brosway Jewels
brand.
2004
worldwide presence — Bros
manifatture
strengthens its
presence in 25
countries around
the world.
2005
investment in communication Brosway
communication
strategy becomes
total, reaching the
radio, national tv
channels, press
advertisements
and participating
in the main
international trade
shows.
2006
penelope cruzBrosway
introduces its first
spokesmodel in
the Italian market:
the international
actress Penelope
Cruz. The
gorgeous Spanish
actress has that
latin charm and
natural elegance
that is in perfect
harmony with the
Brosway brand.
2007
brosway watches
The Brosway
brand already
consolidated in the
fashion jewellery
international
market launches
a new project
with a new brand
extension. The
challenge affords
Bros manifatture
company a
homecoming
to the world of
timepieces. The
very first collection
of 41 models was
introduced on
October 2007.
For the near future the company
is planning on expanding the
fashion accessory line.
bros manifatture company profi l e10
Over the years, through product range expansion, and the creation of multiple brands, the company has become a real multi product producer through Dhiva brand for jewelry cases, Officina Italiana brand for watch cases and high end straps; Brosway Jewels brand for steel fashion jewels with gold and precious stones and Brosway watches brand for fashion watches. Moreover, the company was selected for the Italian distribution of the brand Energizer, watch batteries.
THE GROUP
2004 2005 20062007
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THE RESULTS
the turnover — Bros manifatture’s brilliant performance is proven by its turnover that closed at 18 million Euro in 2006 (+ 50% Vs 2005) and ended at 24 million Euro in 2007 (+33% Vs 2006).
distribution — The achievement of such results is mainly due to the company’s policy that entrusts product distribution to direct sales, allowing the company to constantly stay in touch with the end user. This policy proved to be a successful one and not only on a national level. In the last few years, the company has widened its presence penetrating the international markets.
24 million
18 million
12 million
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MISSION
VISION
Bros Manifatture’s universe shares one philosophy and a strong personality, boasting originality, innovation and quality. All Bros’creations conjugate fashion trends with an essential, yet exclusive and fascinating style.
Bros is a way of being, a dynamic, innovative essence that is worlds away from conventionalism. Proposing new collections is not simply an answer to a market need. It is a way to express a burgeoning company’s creative genius.
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2 31
CORE VALUES:
THE “QID” FACTOR. QUALITY, INNOVATION, DESIGN
Q U A L I T Y
Bros manifatture rightly holds a key position within the Italian manufacturing tradition, thanks to its taste, sensibility, attention to details and craft-like creativity applied to every step of the production ladder.
I N N O V A T I O N
Along with the stylistic research, Bros manifatture is constantly engaged in the search for new solutions, developing numerous patents relative to clasps, particular links and other parts. The company has always believed in the strategic power of keeping a proliferating internal research and development department, in charge of both stylistic and technical aspects of production.
D E S I G N
Bros manifatture invested large resources in the design R&D. Efforts that resulted in an innovative, fancy, simple and elegant design that at the same time exudes personality and the unmistakable touch of made in Italy goods.
The nickel free steel 316, normally used for surgical instruments, is the common denominator for all the Bros manifatture products, reinterpreted for each brand and for each collection in order to anticipate the most sought after trends by the clients.
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THE INTERNAL AND COMMERCIAL
STRUCTURE OF THE COMPANY
n General directorThe General Director manages
the activities related to all
production and business aspects,
presiding over the strategic
development of the company
within the new markets.
Lanfranco Beleggia, founder of the company, with his sons Maurizio and Valerio
n Marketing officeThis office handles all aspect of strategic marketing planning. Also,
they work closely with the commercial office and the style office and
take part into the implementing of operation marketing strategies and
communication.
n Style officeThis office is comprised of a pool of internationally acclaimed
accessories stylists and accessories designers, working on the
development and launching of all new products under the supervision
of the Product Manager. The latter juggles between sales and
production also managing all branding policies.
Bros manifatture counts on a wide and well defined structure.
Currently, the headquarters employs inner 90 people (average 30
years old) and 70 outside, coordinated from Montegiorgio (Ascoli
Piceno – Marche region).
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n Graphic departmentWithin this department, a number of graphic designers take care of
the coordinated company image (global identity of the company);
through the production of brochures, company catalogues,
promotional bill boards, and coordinating all web site operations.
n Commercial officeThis office manages all sales
channels and business relations
with the already existing clients,
along with seeking new ones.
Along with the aforementioned
duties, the commercial office
defines the market penetration,
implements commercial
initiatives aimed to the market
development, elaborates the
company’s budget and supervises
the entire domestic reps and
distributors’ network.
n Export dptThis office handles both domestic
and international distributors,
keeping them abreast of the
brand’s novelty lines. Besides
the aforementioned duties, it
also processes export orders,
determines pricing, and arranges
trade show attendance.
n Administration officeThis office handles the
general accounting and
budgetary aspects, invoicing,
credit collection, warehouse
management, data elaboration,
bank and supplier relations,
client and external consultant
relations.
n Purchasing officeMainly manages all relations with
Italian and foreign suppliers,
freight forwarding companies,
also monitoring imports,
purchasing and accounts
operations besides carrying out
general back office activities.
n Press office and communicationThis team of professionals handles the information flow coming from
within the company, filtering and forwarding them to the media:
newspapers, radio stations, tv and magazines. They promote and
organize events, create all communication and development strategic
plans, also managing the product information, daily press reviews and
personal contacts with the media representatives.
n Production divisionThis division supervises all the aspects of production: setting
diamonds on steel bases, molding, metal processing for the Brosway
lines and cutting, sewing and glazing for the Bros Manifatture,
Officina Italia and Brosway Watches wristbands. This department is
also in charge of packaging creation for the Dhiva branded jewels.
time, hands and expertise.
bros manifatture company profi l e17
Thanks to its impeccable quality and its capillary domestic and
international distribution network, Bros is today a staple in the top
tier wristband market. Bros Manifatture resonates worldwide with
quality, design and innovation.
luxury manufacturing —All aspects of
production are directly supervised by the
production division. Glazing, painting,
cutting: every single step is hand-
produced as no machine could possibly
work the materials with such gentleness,
bestowing each piece with tremendous
personality. Since its inception, Bros
has been a significant part of the Italian
manufacturing tradition, a legacy
exuding distinction, sensitivity, attention
to details and artisan creativity applied to
each production step. All bros products
are manufactured by skilled artisans with
decades of wristband making experience.
Such artistry paired with attentive
material selection and production
supervision guarantee exclusive and
certified products.
company location — The production
plant is located in the Fermo area,
seating between Ascoli Piceno and
Macerata, a territory boasting a historical
leather manufacturing tradition. It
is here, nestled between green curvy
hills that some of the most glamorous
enterprises were started and continue to
keep their headquarters.
This particular position allowed the
company to tap into an inestimable
asset: the leather manufacturing
craftsmanship, expertise and mastery
of local artisans. Thanks to
its founder’s tenacity, its
employees’ competence and
its zealous workers, Bros
wristbands continue
to be ambassadors
of Made in Italy
excellence around
the world.
it takes
talent to
recognize
authentic
beauty.
bros manifatture company profi l e19
Today, our jewel collections are considered the company’s signature
products. Brosway collections stand out for their strong personality.
Brosway Jewels lead the fashion jewel industry.
jewels — Brosway creations – pendants, necklaces, rings
and earrings – utilize steel as a base material. This particular
component choice allowed the development of a more
sophisticated and revolutionary jewel concept, one whose
preciousness doesn’t depend on the materials employed,
but rather on the added value given to such materials and to
the shapes. All Brosway products feature detailing made of
gold, diamonds, natural stones, as well as more cutting edge
components such as pvd, aluminum and rubber.
Keeping all aspects of design and production under the
company’s roof was possibly the single daring and costly
decision that drove the company to international success.
A decision that implied a significant financial investment
for the construction and patenting of all the complex custom
designed machinery essential to the company’s production.
Brosway boasts a wide range of products both for men and
women and its collections are refreshed every three months.
the philosophy — Choosing soft lines,
refined shapes and pairing precious
materials like diamonds with stainless
steel, small precious stones with gold,
Brosway Jewels manages to give its
creations an identity of their own.
the satisfaction of wearing a jewel
with its own distinctive and timeless
design.
the pleasure of belonging to an
exclusive world.
the privilege of distinction in
elegance, simplicity and style.
true
val
ues
stan
d t
he t
est
of t
ime.
bros manifatture company profi l e21
With their fresh and sophisticated design, Brosway watches are
officially on the road to success. Whether on the runway, in the
midst of city traffic, or in the heat of a sport match, Brosway
watches always carry a certain prestige.
the watches — Exclusive details and finishings,
make for unparalleled accessories. Each detail is
beyond compare; top qualitative standards govern
the selection and handling of all materials.
The wide array of colours and decorative
elements add a personal and stylish touch to each
watch in the range. Brosway watch is functional and
more than everything else it’s sporty – elegant and
creative – fashion.
Before each piece is produced, various prototypes
undergo a series of tests that last 5 to 10 weeks.
The tests include a long process that origins from
the concept to the necessary controls to verify the
manufacturing, aestethic and quality.
The finished product never hits the market if it
does not pass the tests with flying colours. The fil
rouge with the Bros tradition is the respect for the
sartorial art of the watch strap which puts us well on
our way to writing Brosway watch history.
the philosophy — As result of a harmonious
mingling of natural elegance and rugged
personality, Brosway watches:
are dynamic, spontaneous and independent.
reflects the style of a modern generation who
longs of a casual watch that has class.
discovers that magical encounter between
elegance and passion for excellence.
315 mq
bros manifatture company profi l e22
In 2007, investments amounted to more than 7 million Euros.Brosway chose tv promotion and tv show introduction. tv spot debuted for the first time end 2007. Periodicals and weekly fashion magazines with some selected trade magazines are one of Brosway’s fundamental press choices.
Spot radio, web site, international trade fairs, and maxi billboards in prestigious locations complete the media presence.
BROSWAY COMMUNICATION
The advertising utilizes every media:
tv, radio, press, Internet, billboards and tradeshows.
billboards — Maxi billboards
are placed in strategic points in
the most important cities both in
Italy and around the world.
MILAN, ITALY
CASABLANCA, MOROCCO
2003/2004
Light up your skin
2006/2007
Spokesmodel Penelopre Cruz
2007/2008
Made of light
International campaign
2004/2005Your Brosway appeal
2005/2006Mine forever
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Penelope Cruz
bros manifatture company profi l e26
For the 2006/2007 collection, Brosway has chosen an exceptional testimonial: the international actress Penélope Cruz. This Spanish encantadora is one of the world’s most popular actresses, as she appears on thousands of news and fashion magazines around the globe.The actress added even more prestige, richness, and elegance to the Brosway jewellery brand. Through this exceptional showmodel, Brosway jewels brand steady positioning and prestige, improving its image.
BROSWAY JEWELS
ADVERTISING 2006/2007
MANUEL OUTUMURO
MANUEL OUTUMURO
domestic press — Advertisement campaigns in periodicals and weekly fashion magazines are one of Brosway’s fundamental marketing strategies.
MMMA
The new advertising campaign was even more prestigious thanks to Manuel Outumuro’ s experience and professionalism.
In 2007 the company ran
over 400 advertisement
pages featuring its
spokesmodel, Penelope Cruz,
besides being featured in
over 350 fashion editorials,
consolidating its presence in
the top fashion magazines.
bros manifatture company profi l e29
international press Brosway is launching an advertising campaign for the foreign countries, inaugurating a new phase in the company’s communications strategy.The Brosway campaign “Jewels around the world” sets out to show that Brosway is a key player on the fashion jewels market by focusing on the shapes of the jewels, such as their design or sophisticated touch, worn by international models.
MATT & IVANA — The croatian female model and the american male model are the international press campaign protagonist, the adv follows the same concept as the Italian one. Otumuro shooted these pictures.
BROSWAY JEWELS
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brosway made of light — Brosway. Made of Light. Brosway’s universe is made of light. It is the glittering world of those who live a lively, joyful and positive existence. Brosway Jewels are made of light. A light that is lightness and brightness typical of jewels.In Brosway Watches, addressing a different clientele, the light transmutes watches into pure energy, conveying all Rugby positive values. Light and shapes come together to turn into a magical experience, resulting in a lively brand, one that is able to communicate with those wearing the jewel or the watch, and with its surroundings, A brand that mediates and amplifies its seductive messages.
ITALIAN AND INTERNATIONAL PRESS
The press campaign 2008 will be
coordinated both for Italy and for foreign
countries from february 2008 Ms Francesca
Lodo will be Brosway jewels e Brosway
watches protagonist both in Italy and the
rest of the worls. Ads in all the main trade
magazines, weekly and monthly fashion
national and international magazines
(Glamour, Marie Claire, Cosmopolitan,
Amica, Men’s Health).
Francesca Lodo. As the company's
brands woman spokesmodel,
Brosway selects the refined beauty
of the Italian showgirl Francesca
Lodo for the press adv 2008.
ANDERSON DORNELLES The brasilian model is also protagonist of the adv campaign of Missoni Sport, Valentino, Seiko.
BROSWAY ADVERTISING 2008
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ITALIAN NATION RUGBY TEAM — Brosway
is now ready to give the image baton
to the Italian national Rugby team. A
choice that communicates a strong and
certainly sportier image. The rugby
players are indeed the protagonists of
the entire Brosway men watch collection
advertisement and communication
campaign.The choice was motivated by
the strong coinciding values between the
two parties: Brosway watches are sportily
elegant, a philosophy perfectly in line
with rugby typical fair play. A non violent
and spectacularly elegant sport that
produces strong emotions.
Francesca Lodo is the woman watch line adv campaign protagonist.
In partnership with FIR (Italian Rugby League) Brosway created a limited edition Italian national rugby team watch.
BROSWAY WATCHES
bros manifatture company profi l e34
The first Brosway watch collection was introduced for the first time on October 15, 2007 in Milan, the fashion capital of the world. The Italian rugby national team, of which Brosway is an official sponsor, participated in the event alongside with special guest, the Italian showgirl Francesca Lodo.
FIRST INTERNATIONAL EVENT:BROSWAY WATCHES LAUNCH
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radio — Radio commercials
are on air, quoting the
“Brosway. Made of light”
pay off.
www.brosway.com — The website targets those who want
to take a closer look to the brand’s collections and perhaps
enjoy keeping updated with what’s new.
It is available in English, Italian and Spanish and allows
its visitors to visualize over 1000 different items and their
technical specifications.
cinema — The tv
commerciales are on air
also in 312 Italian multiplex
cinemas.
commercial —Brosway brands break in tv with two commercials.
Francesca Lodo as spokemodel. The tv commercial are performed in 15 and
30 seconds formats. The direction was committed to the american artist and
director Kal Karman, famous for its credits in StarWars, Magnolia, Celebrity
movies and for some Italian videoclips direction.
Brosway brand increases its presence on
the media with an innovative and extremely
recognizable communication.
TV, CINEMA, RADIO AND INTERNET
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The commercial network is directly coordinated by the
Montegiorgio headquarters. The Company distributes its products
in Italy via an exclusive sales team of more than 55 agents. Our
jewellery is sold in the most prestigious jewellery stores in the
country.
These stores are all “authorized” Brosway resellers, and there will be many more in the coming months. In Italy, Bros manifatture created its client portfolio through a commercial network comprised of over 3,000 stores. Considering the growth pace, the store number will increase in the new months.
BROSWAY’S NETWORK
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jewelry stores — The exclusive distribution channel for its own creations is jewelry stores, a tested system first through the wristbands sales and then made more solid through the production of cases and finally jewels.
jewelry chain storesBrosway is present within a wide
range of jewelry chain stores spread throughout Italy (Stroili,
Blue Spirit, Franco Gioielli).
inflight boutique — Brosway jewels and communication are present in the prestigious pages
of Griffair, the official Alitalia on board magazine for
international and domestic flight.
THE DISTRIBUTION CHANNEL
CORNER — Currently the
company is designing
a project involving the
setting-up of a Brosway
corner into the best point
of sales.
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BROSWAY AROUND THE WORLD
the foreign network — Around the world, Bros manifatture’s creations can count on a strong structured network capable of facing the scale and difficulty of certain markets. Bros manifatture
conquered the foreign markets thanks to the quality consistence and cutting edge design of its creations and a thorough and capillary distribution in constant expansion.
bros manifatture company profi l e39
Our official company distributors are present in
Central Europe (Germany, Spain, Greece, Sweden,
Danmark, Portugal) in the new United European
countries (Cyprus, Malta, Slovenia, Bulgaria,
Czech Republic, Slovakian Republic, Hungary),
in Turkey, Croatia, Russia, in Morocco, Iran, in
central America (Puerto Rico, Mexico) Canada
and Japan. Exclusive sales agents operate in Great
Britain, Switzerland, Portugal, Poland and Far East
countries. Eagered to a strong desire for quality
and Italian fashion, those countries are giving our
company great satisfaction.
DISTRIBUTORS NETWORKBulgariaCanadaCroatiaCyprusCzech RepublicDanmarkGermanyGreeceHungaryIranJapanMaltaMexicoMoroccoPortugalPuerto RicoRussiaSlovack RepublicSloveniaSpainSwedenSwitzerlandTurkeyFranceNetherlandsKuwait AGENTS NETWORKUnited KingdomHonk KongPolandSwitzerland
bros manifatture company profi l e40
Our brand is also present within a wide range of jewelry chain stores spread throughout the entire international territory (Blue Spirit in Australia, Tiendas Oro & Km0 in Spain, Seibu in HK, Sterling in Malta, So chic & Fix in Turkey, Cupido in Canada, Cadeau in Russia, Kompass in Slovenia, Innovation in Belgium).
OSAKA, JAPAN
ONTARIO, CANADA
ANKARA, TURKEY
GRANADA, SPAIN
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In order to attain internationalization goals, the company also takes part in the most important jewellery shows in the world:
BASELWORLD Basel OROGEMMA Vicenza I JT Tokyo IMJ Moscow IBERJOYA Madrid INHORGENTA Munich JCK Las Vegas I JHK Honk Kong
TRADE SHOWS
MUNICH, GERMANY
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BROSWAY AWARDS
After 4 years, Brosway has become one of the coolest brands on the Italian market. The brand has been named as one of the CoolBrands in the prestigious 2006 edition of the book “CoolBrands: a selection of the coolest brands on the Italian Market’. CoolBrands are innovative, authentic, original and unique. They are brands that are able to talk to their target market and are therefore capable of dictating trends. Only the brands chosen receive the coveted Coolbrands Status. This official recognition is an add confirmation of Brosway’s success on the Italian market and internationally. It is a strong brand, one that exemplifies Made in Italy and at the same time interprets innovation and modern charm. Brosway is a brand that is full of surprises; a rare brand that lets you dream with your eyes wide open.
bros manifatture company profi l e43
The Italian fashion jewellery leading brand is proud to be a part of the 2007/2008 edition of this prestigious book featuring the very best brands in each market Brosway jewels has obtained Superbrand status on the Italian market.Brosway, a leader in the Italian fashion jewellery market, is one of the chosen few in the 2007/2008 edition of “Superbrands”.
Superbrands are brands that are able to move people, brands that create feelings, brands that reassure, and brands that never let you down. So many factors go into making a Superbrand: the product’s quality, the attention to consumer needs and expectations and not to mention excellence in marketing and advertising strategies.
Bros Manifatture srl – Italy Via Guido Rossa 1
I – 63025 Montegiorgio (AP)
phone +39 0734 967325fax +39 0734 967300
info@brosmanifatture.it www.brosmanifatture.it