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• Mexx : an image
Provinciehuis Antwerp
Feb 19th
Yan Aerts
Mexx : a global brand
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Mission statement
Mexx a global brand
Mexx brand identity
The Product
Wholesale
Retail
Home Shopping
PR activities
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Mission statement
‘Global brand marketing via controlled
multi-distribution channels supported by
shop performance
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Achieve brand leadership in our core
markets providing long term premium
returns to shareholders’
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Mexx: a global brand
Mexx is a successful global formula...
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Global lifestyle identity
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Global brand awareness
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Global marketing communication
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Globally expanding at rapid pace
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Mexx: a global brand
… across product lines.
Mexx Owned Products
Mexx Licensed Products
Women
Men
Shoes
Fragrance
Eyes
Time
Jewels
Bed & Bath
Socks
Body / Beach
Mini Mexx Home
Youth :
Junior / Kids /MiniMexx
Baby Mexx
XX by Mexx
Mexx Sport
Mexx Bags
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Mexx has global presence
Benelux
Germanic
East Europe
U.K. / Ireland
Far East
The Netherlands
Belgium
Luxembourg
Germany
Switzerland
Austria
Croatia
Czech Republic
Hungary
Lithuania
Poland
Russia
Slovenia
Ukraine
England
Scotland
Northern Ireland
Eire/ Ireland
Wales
Hong Kong
Taiwan
North America
Nordic
South Europe
Middle Near East
Canada
Denmark
Sweden
Norway
Finland
Iceland
France
Spain
Greece
Bahrain
Cyprus
Egypt
Jordan
Kuwait
Lebanon
Malta
Oman
Qatar
Saudi Arabia
United Arab Emirates
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Mexx has established solid partnerships
with leading retailers
Belgium
Canada
Denmark
Finland
France
Germany
Innovation
The Bay
Illum
Magasin du Nord
Salling
Aleksi 13
Stockmann
Galeries Lafayette
Printemps
Samaritaine
KaDeWe
Karstadt
Kaufhof
Wohrl
The Netherlands
Pan Europe
Saudi-Arabia
Spain
Sweden
Switzerland
UAE
UK
De Bijenkorf
V&D
Intersport
Al Rumaih
El Corte Ingles
NK
Globus
Manor
Jashanmal
Allders
John Lewis Partnership
House of Frasier
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History and development
Key milestones
1980
1986
1991
1995
1996
1997
1998
1999
2000
2001
2002
Founded by Rattan Chadha
Launch of MEXX (M+E+XX)
Investment by CVC
Restructuring of Mexx Group
Introduction of licensed products, including Fragrance, Shoes and Time
Introduction of Baby Mexx, Mexx Sport, and XX by Mexx
Flagship stores opened in Antwerp and Berlin
Flagship stores opened in Utrecht, Cologne, Hamburg and London
Flagship stores opened in Copenhagen, Stockholm and London (2x)
Launch of Mexx Direct. Acquisition by Liz Claiborne Inc.
House of Mexx store opened in Berlin and Maastricht
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‘A marriage made in heaven’
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Liz Claiborne Inc (LCI)…key facts of 2002:
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29 brands
Net sales - US$ 3.1 Billion
Volume - 225 million units
Over 9000 employees worldwide
Approx. 80% of employees are female
Approx. 22,000 points of sale worldwide
97% awareness of Liz Claiborne brand in US
every 5 seconds, a product created by LCI
is bought in US
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A multi-brand portfolio
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Most consumer groups are targeted regardless of age, gender, size,
sense of style, shopping and value preferences
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Owned and licensed brands offer products for multi-user markets from
office to home to beach
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Products address classic and contemporary attitudes
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Market-right apparel, accessories, jewellery, bags, shoes, fragrances
for women and men
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Mexx company structure
Mexx Corporate Centre
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Business Planning
Corporate Affairs
Design
Finance/Accounting
Homeshopping Mgt.
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Mexx Regional Sales Centres
Benelux Region (Utrecht)
• Netherlands
• Belgium
Germanic Region (Dusseldorf)
• Germany
• Switzerland
• Austria
Nordic Region (Stockholm)
• Denmark
• Finland
• Norway
• Sweden
South Europe Region (Paris)
• France
• Spain
East Europe Region (Budapest)
• Hungary
• Poland
• Russia
• Croatia
UK / Ireland (London)
• United Kingdom
• Ireland
Middle East (Dubai)
• UAE
• Saudi Arabia
• Others
Canada (Montreal)
• Canada
Asia Pacific Region (Hong Kong)
• Hong Kong
• China
• Taiwan
Licensing Mgt
Retail Mgt. & Buying
Strategic Marketing
Supply Chain Mgt.
Wholesale Mgt.
Mexx Production Centres
Europroduction (Voorschoten NL)
Far East Production (Hong Kong)
India (india)
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Mexx management structure
C.E.O.
Corporate,
Legal & H.R.
Brand
Design &
Marketing
Sourcing &
Logistics
Wholesale
Sales
Retail
Finance
Brand
Management
Supply
Management
Sales &
Distribution
Management
Concept &
Inventory
Management
Planning &
Control
Management
Sales & Marketing Companies
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Mexx corporate center
Voorschoten
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Corporate center
Design center
Fabric research and design
Euro-production
Architecture and in-store design
Creative services
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Mexx brand identity
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Mexx brand positioning
Positioned in the mid-priced, contemporary market segment, targeted at the modern
urban consumer
Price
High
Medium
Low
Gucci
Prada
Versace
Armani
Calvin Klein
DKNY
Boss
Ralph Lauren
Gant
Burberrys
Max Mara
Joseph
Morgan
Kookai
Mexx
Esprit
Next
Banana Republic
Benetton
Masimo Dutti (Zara)
Tommy Hilfiger
Nautica
GAP
Miss Selfridge
Hennes & Mauritz
Zara
M&S
C&A
Innovators
Contemporary
Lifestyle
Classic
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Mexx brand equity
As a global brand marketing company, Mexx is committed to building strong brand
equity - measured by brand awareness, sympathy and possession - in all of its
markets by:
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Distinctive, impactful and seasonal “kiss” advertising campaigns
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Intensive, dominant and consistent media planning
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Extensive below-the-line and POS activities
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Continuous consumer and trade PR initiatives
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The Mexx brand identity
The key characteristics of the Mexx brand:
Non-conformist
Sympathetic
Theme: Inspiring Individuals…
Inspiring
Fun
Optimistic
Spring 2000
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Campaign history
Fall 1997
Spring 1998
Real People, Real Clothing
Fall 1998
Spring 1999
Fall 1999
Role Models, rather than Fashion Models
Spring 2000
Fall 2000
Inspiring Individuals
Spring 2001
Fall 2001
What inspires you?
Spring 2002
Inspired by a kiss
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The Product
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The product
Mexx Women
Mexx Men
Contemporary, co-ordinated
affordable collections for a
multitude of user moments
by fashion-conscious, urbanoriented, active A/B/C1
women and men worldwide
Mexx Kids/Junior
Baby Mexx / Mini Mexx
Mexx Sport
XX by Mexx
Mexx Bags
Mexx Licensed
Products
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Mexx product lines
Mexx sales 2001
Other1
5%
Mexx Women
45%
Mexx Men
19%
Baby/Mini Mexx
10%
Mexx Kids/Junior
11%
Mexx Sport
4%
XX by Mexx
6%
(1) Net licensing fees and sales to third party distributor in Canada
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Mexx Women
The modern Mexx Women
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20 - 40 years
Urban attitude
Contemporary Mentality
Social, confident and open-minded
Optimistic but realistic
Aware of fashion, likes shopping
Enjoys travelling
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Mexx Men
The modern Mexx Man
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20 - 40 years
Urban attitude
Contemporary Mentality
Social, confident and open-minded
Optimistic but realistic
Aware of fashion, likes shopping
Enjoys travelling
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Mexx Youth
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0 - 14 years
Sporty
Optimistic
Aware of fashion
Cool but concerned
Naughty and daring
Smart
Original
Conscious of quality
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Mexx Junior
8 - 14 years
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Mexx Kids
3 - 7 years
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Mini Mexx
3 months - 2 years
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Baby Mexx
0 months - 6 months
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XX by Mexx
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Mexx Sport
The Mexx Sport Woman
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Aged 20 - 40 years
Interested in sports on a performance
level
Balance of body and mind
Aware of fashion
Active lifestyle
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Mexx Never-Out-Of-Style collections
Mexx Never-Out-Of-Style collections
(NOOS)
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Styles which have timeless and broad
consumer appeal
Styles which are proven best-selling
consumer products
Styles which have an exceptional
price/value relationship
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Licensed products & accessories
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Wholesale
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Mexx service areas and
regional sales offices
Benelux
Germanic
Nordic
South
Central Sales
others
Holland
Belgium
Luxembourg
Germany
Austria
Switzerland
Finland
Norway
Sweden
Denmark
Iceland
France
United Arabian Emirates
Kingdom of Saudi Arabia
Russia
Croatia
Hungary
Slovenia
Kuwait
Lithaunia
Ukraine
Jordan
Malta
Lebanon
Guatamala
Bahrein
Czechia
Oman
Qatar
South Africa
Turkey
Ireland
Canada
MAP
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Mexx Showroom – The Netherlands
Sales to customers are made through a network of 70 dedicated
Showrooms
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Mexx concept area
Celle, Germany – XX by Mexx
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Mexx Shop-in-Store
Oslo Glasmagasinet, Norway
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Mexx high street franchise store
Moscow Arbat, Russia
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Retail
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house of Mexx, Berlin / Germany
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Antwerp / Belgium
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Wijnegem / Belgium (Kids store)
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Visual merchandising
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Visual merchandising techniques
Group and present the collections
Carry visual messages to the shopfloor
Visual merchandise manuals
Catalogues
Promotion material & props
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Visual merchandising guidelines & training
The Mexx visual merchandising vision is based on the following criterion:
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Organised environment
Clear stories - co-ordinated or category presentation
Easy-to-understand
Comprehensive at a glance
Visual excitement through display and graphics
Intensive training program to the shop managers and in-store visual merchandisers
on the following:
– Organise shop layouts & collections
– Use promo materials
– Displays accessories
– Display windows and mannequins
– Organise sales and product promotions
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Home Shopping
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Home Shopping
In 2000, Mexx entered into a joint venture with Otto Versand which is the leading mail
order company worldwide and B2C E-commerce company in Europe. In 2001, Mexx
Direct GmbH was established and 2 initiatives are being test-marketed in Germany:
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Mexx Direct - E-shop
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Mexx Direct - catalogue
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Mexx PR activities
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PR activities
Mexx international PR Coordinator : Siska Draijer.
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Internal PR
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Newsletter : Mexx News
New Years Party
Aftersales conferences : per line per selling season
Welcome day for Starters
International meetings
Universal style for letters, memo’s and faxes in Word
IT helpdesk
Sales Conference
Fashion Show
Workshops
Annual Schedule
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External PR
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Press packages to fashion trade press and consumer press
Press conference for international trade press and fashion show
Product placement through PR agencies in Antwerp and
Amsterdam
Product sponsoring: personnalities (Sabine Haegedoorn) or
cookbook for kids: Kokkies!
TV apperances & interviews: ex. Mexx featuring in TV program
Trendies Beauty on January 10th 2003
Sponsoring rebuildings for wholesale customers or partners
Pampering programs : Monaco, Golf
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GLOBAL LOCALS
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