Mario's is a luxury goods retailer that started as a shirt shop in 1937 and now has 3 stores in Portland, OR, Seattle, WA, and Tigard, OR. They are launching a new private label line called Mario's that will include women's handbags and wallets, men's bags and wallets, and travel accessories. The target demographic is upper middle class men and women aged 20-55 who seek prestige and functionality. In the short term, Mario's will focus on basic colors and silhouettes for their new private label line while maintaining premium materials like leather. In the long term, they aim to stay on top of customer preferences and technology advances to be a one-stop store for young professionals

1. Mario’s
The Luxury to Die For

2. Existing Company: Mario’s
• Started as a shirt shop in 1937
• In 1960, opened Mario’s in Lloyd Center, Portland
• In 1975, shifted to a more European taste
• Currently has 3 stores:
Portland, OR Seattle, WA Tigard, OR

3. Our Private Label: Mario’s
o Women
• Handbags
• Wallets
o Men
• Bags
• Wallets
o Travel Accessories

4. Company Description

5. Our Consumers
Demographics
• Gender: Men and Women
• Age: 20 – 55 years old
• Income: $72, 000 and above
• Education: College and above
• Social class: Upper-middle class
Psychographics
Innovators
Innovators are very active consumers, and their
purchases reflect cultivated tastes for upscale, niche
products and services.
Thinkers
Thinkers are conservative, practical consumers; they
look for durability, functionality, and value in the
products that they buy.
Achievers
Achievers favor prestige products and services that

6. Short Term Forecast
Private Labels for Women and
Men’s handbags and
accessories line:
• Start with basic
colours/silhouettes with
additional products in line that
incorporates seasonal colours
• Textiles/materials would
include premium materials to
maintain standard i.e. leather,
exotic leather, gold hardware
• Trademark/signature details
(not ostentatious) will be added
for brand/status identity

7. Long Term forecast
Development of products to keep up with
advancing market
• Research on customers’ preferences, lifestyles, and what
influence them
- Marketing Strategies
- Long Term Focus on Inventories
• Invest in technology for textile advancement and innovative
usability
•Aim to be a one-stop store young professionals; couples

8. Competitor
• Women
• American chain of • Accessories
luxury department • Designer Clothing
• Handbags
stores headquartered • Lingerie
in New York City. • Men
• Accessories
• Bags & Leather Goods
• Company began in 1923, • Clothing
when Barney • Personal Furnishings
Pressman opened his • Shoes
• Ties
first store in • Watches, Cufflinks & Jewelry
Manhattan.

9. Barneys New York

10. Concept Board

11. Color Board

12. Fall 2011/Winter 2012 Trends
• Darker, rich, color hues
• Combination of bold color
and textures
• Luxury material and quality
• Sumptuous textures
• 3D effects or other
innovative finishing
transcend the classical
looks in an exciting
modern way

13. Logo & Slogan
Name of Private Label: Mario’s
Design of Logo: Gold serif font
Slogan of Brand: The Luxury to Die For
“We say, buy less, buy things that you love and wear them to death”
“You gotta love it! Everything you buy should be because you feel like [you] can’t live without it!”
- Mario Bisio
Mario’sThe Luxury to Die For

14. Collections

15. Collections

16. Collections

17. Costing Specification

18. Brand Recognition

19. Brand Recognition

20. Promotional Methods
• Seattle Magazine
• Catalog (by mail) – regular
customers
• Twitter, Pinterest &Facebook

21. Environmental Responsibility
By-product of Meat Industry Chemical-free Tanning
Free-range Animals Recyclable Packaging

22. Social Responsibility