ROMA - Sandro Ferrone

1 Company ProfileROMAThe BeginningsAlessandro Ferrone laid the foundations for what is today Ferrone entrepreneurial and human qualities enabled him to transform the fabrics trade he beganimmediately after WWII into a veritable industry, starting up and developing all phases of thetextiles Ferrone Spa produces and exports worldwide 2 million articles of clothing every year, witha portfolio of two brands, Sandro Ferrone and SWEET SIZE (this last line was created in2003) with a practise positioning in terms of style, price and distribution channel. Alessandro Ferrone was appointed Cavaliere del Lavoro (Knight of Labour) in June 2005 by theFederazione Nazionale di Cavalieri del they say about usFERRONE, A REVOLUTION IN FAST FASHION, IL GIORNALE The daily Il Giornale dedicated an entire article to Spa a company converted in the 1990 s intoa join stock company is not feeling the crisis.

2 Ready to expand throughout northern Italy, itrecently launched three new franchise points of sale .THE ROMAN KING OF READY-TO-WEAR FASHION, IL SOLE 24 ORE The daily Il Sole 24 ore speaks of Roman businessman Alessandro Ferrone as .. a Romanbusinessman who is not feeling the crisis, and indeed in this dark period has a plan to open newfranchised shops: 3 in Milan .ROMAC ompany profileSANDRO Ferrone today is an extraordinary name in the panorama of fast fashionMADE IN ITALY. Since the beginnings Sandro Ferrone brand has positioned itself well in themarket of contemporary clothing. Its presence in the Italian and international commercial areas consists of a network of single-brand retailers for which Sandro Ferrone represents a real opportunity for success.

3 SandroFerrone is present with an ever-increasing number of franchises in Italy and solid energy between POS service, quality and excellent price balance is repaid by greattrust on the part of the trade and the final customer. There are many POS positioned worldwide; in Italy, they are located mainly located in theCentral and Southern part of the country, where the firm is present with some 100 single-brandPOS including three recent boutiques in MILAN and 30 in Rome positioned in perfect balanceamong the main tourist routes and shopping centres where this brand is an uncontested Sandro Ferrone brand is present internationally in Portugal, Spain, France, and addition to single-brand distribution, there is a growing number of multibrand shops, wellselected and company s philosophy is to have kept up with the daily tastes and trends among Italianwomen.

4 From the manufacturer to the customer, with no niddlemen; winning intuition, today thecornerstone of a philosophy that points to a linear and immediate distribution new SWEET SIZE collection, from Sandro Ferrone , was created in 2003to satisfy the women s desires who wear sweet sizes , free from the totem of size 42 at anyrate. When we speak of large sizes, we are dealing with an article of covering that covers morethat it dresses, often very classic, and at a high price. Sandro Ferrone has overthrown this statusquo and is producing cutting-edge, trendy clothing that enhances the softness and sensualityof women, attracting even young systemKey concept: a basic collection 800 models quality/price balance real time restocking of the fastest-selling models weekly small flash ads flash ads designed for SALES (retailers mark-on percentage unchanged) purchase timing designed to optimise warehouse inventories personalised retailers supportObjectives.

5 Prompt updating of the POS image low percentage of inventory prior to the retailers sales periods (10% ofseasonal business volume) low risk of unsold product at POS (purchased broken down into small quantities weekly)ROMAT iming of the collectionsFALL-WINTERSPRING/SUMMERROMAS TRENGTHSFAST FASHION ModelThe philosophy of the Sandro Ferrone brand is inspired by large scale retailing, a ready-to-wear fashion system, very fast, with times very close to market needs .In our seasonal offerings, 60% of the products turn over constantly, so that there is alwayssomething new, with consequent optimisation of the POS warehouse, which at the end of theseason never has an inventory of more than 5% of the volume of merchandise to the traditional model of two collections a year, Sandro Ferrone introduces theconcept of five collections distributed and sold with the same speed at which market attitudesand behaviours customers know that the brand renews its offer every week, and they visit the POS often(at least twelve times a year, compared with 4 for the competition).

6 The advantages of investing with usThe Sandro Ferrone brand is not just a reliable boutique but a solid franchisor with decades ofexperience with the clothing market experience and its , effective managementThanks to the company s operational and technical support, even the new business owner canact with the security of the experienced businessman in creating a pleasing and in ItalyMilanoRomaBologna CataniaBariSHOWROOM abroadSpainPortugalGreeceNorwayAustriaMe xicoFor retail management, the company has a retail division that handles selection and allassistance services for the POS, such as:Visual - Merchandising - Computer Support - Store Concept and DesignROMAA dvertising campaignsSandro FerroneSANDRO FERRONES andro Ferrone has always stood out for its strong identity andimpact due to outdoor advertising designed especially for franchising, and with the use ofcelebrity spokespersons, real entertainment stars and all of them Italian.

7 The company alsoconducts intense public relations work, which has been rewarded with growing visibility in manytelevisions programmes and campaignsSweet SizeROMAO utdoor advertising in ItalyThe company always creates something more in outdoor advertising. Major advertisingcampaigns are planned every sales season to support retailer sell main advertising and promotional channels used are:billboards, internet, press (dailies)Major celebrity, spokespersons (from the model AFEF to actress SABRINA FERILLI, and thecurrent celebrity spokesperson MANUELA ARCURI) are selected to support the brand andmake it more visible in the billboardsROMA - Trinit dei MontiMaxi billboardsMILANO Quadrilatero della ModaMaxi billboardsROMA - Campo dei FioriROMAS andro Ferrone in the webThe evolution towards digital communication is handled by the company, which integrates intoa single flow its communication, style and corporate brand s style in fact, involves offering micro-collections that are renewed are accustomed to seeking out new ideas, new emotions, new sensations.

8 And themagic can occur if everything follows a perfect line going from the genius of the stylists to themanufacture of the clothing, to logistic, warehouse management and shipping. And now thereis online the Sandro Ferrone magazine - an area reserved just for B2B area web is simply an environment without walls, without geographic references but otherwise itis completely like a Ferrone decided two year ago to participate in the conversation with his fans. Thecompany s intention is to build a place where FANS can express themselves and communicate withthe Brand and its currently on Facebook adore the style of the Sandro Ferrone brand and demonstrate thisconstantly, with spontaneous groups and highly enthusiastic comments!

9 Facebook has complete changed the view of the company, making it more human .Mow the pages are much closer to the profile of the activity on the pages is reported at home, and even they participate in the virtual game of Share and I like . The same is true for the company s facilitates the conversation and participation with great benefits for the Sandro Ferrone Community on FacebookROMAP ressIL SOLE 24 OREinterwiew to Sandro FERRONERED CARPET FESTIVAL DEL CINEMA LUNETTA SAVINO Television Programme SKY SPORT ILARIA D AMICOROMAR etailStores management Franchising Shop in Shop MultibrandsStore concept A team of in-house architects develops the Sandro Ferrone and SWEETSIZE store concept and coordinates the franchise store merchandising Creates the windows for each season.

10 Coordinates shop acquisition andplans periodic efforts with each POS worldwide to build a unified Planning and design involves the entire redefinition of the interior space, which we try to design basedon the POS s type and location; cities and shopping Sandro Ferrone points of sale feature modern, innovative furnishings placed in very discreetways. When designing, our architects try to focus attention on light, diffused in some areas and scenicin others, on the lighted outdoor sign enhancing the entrance and window which, when possible madewith a single leaf and completely transparent designROMA EUROMA2 MILANO MARGHERAMILANO BUENOSAIRESMILANO VITTORIO EMANUELEROMAS ingle-brand shops in shopping centres are offered to customers as direct spaces where every displayenvironment is designed to give the customer the utmost freedom of choice, in accordance with theshop s ready-to-wear philosophy, refined and immediate, Fashions and accessories are displayed tobe touched.