Piquadro 브랜드 리서치 자료. (VS Samsonite)

2. ※ 이태리 Travel Bag 브랜드. 피콰드로.
※ 이태리뿐 아니라 미국과 유럽전반에 진출. 국내
에는 면세점 한두곳에만 입점.
※ 레더와 패브릭을 베이스로한 여행용 가방을 여러
종류의 BAG과 지갑등 다양한 제품을 취급하고 있으
며, 명품과 같은 고가 라인은 아니지만 매우 스타일
리쉬하며 기능적인 면과 디자인을 잘 조화시키고 있
음. 디테일이 우수하며, 수납성이 매우 우수함.
※ 최근 아이폰 및 애플 프로덕트관련 제품을 디자
인/생산하며 인지도 상승.

3. PIQUADRO PROPOSITION.

4. PIQUADRO PROPOSITION.
Interestingly, in it’s own presentation one can see that the “Premium /
Performance” segment is also the most crowded one.
An even better source for market data are IPO filings. In an IPO prospectus,
companies usually provide a lot more information than in annual reports, as
they have to persuade new investors that this is a exciting market.
Luckily, competitor Samsonite actually was IPOed last year on the Hongkong
stock exhange after filing bancruptcy in 2009 (and also in 2002 if I remember
correctly). The Samsonite story also shows the biggest risk for those companies:
Overexpansion and too much lease liabilites, in this case driven by a Private
Equity owner.
Tumi, currently owned by PE firm Doughty Hanson is currently on the path to an
IPO and has already filed its documents for an IPO. To make things more
interesting, Samsonite already anounced its interest purchasing TUMI.
So we have to additional sources for market information in this case.
For Mandarina Duck, the other major competitor from the Piquadro Matrix,
currently no financial information is available. It seems to be owned by a PE
shop as well.

5. Samsonite itself does not yet realise Piquadro as competitor, neither Mandarina
Duck. Piquadro and Mandarina Duck are only mentioned among others which
are shown having a combined market share of 74.5%.

6. Competitive Landscape.
Samsonite places itself directly into the “Premium” category in contrast to
Piquadro and Tumi themselves:

7. The luggage market according to Samsonite can be segmented into 3 product
segments

8. PIQUADRO S.P.A. (PQ)

9. PIQUADRO S.P.A. (PQ)

11. 웹사이트 : http://www.piquadro.com

12. 페이스북 :
http://www.facebook.com/PIQUADRO.ITALY

13. 관련 자료
Contents. (KOREA)
URBAN한 이태리 디자인을 보여주는 피콰드로 메신저백 : http://nasubiya.blog.me/30120163243
여행과 일상 모두에 어울리는 미니백 피콰드로 : http://nasubiya.blog.me/30120164425
NIMBLE Backpack : http://blog.naver.com/cwsurgy/60135602563

14. PIQUADRO Image : http://goo.gl/zNmPY

15. THANK YOU
㈜지엠크리에이티브
브랜드 컨설팅 본부
정태진 실장 | itaijin@gmail.com