Published by MBA Skool Team, Last Updated: February 06, 2021
Marketing Strategy of La Perla analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on La Perla marketing mix, help the brand succeed.
La Perla marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the La Perla Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
La Perla Product Strategy:
The product strategy and mix in La Perla marketing strategy can be explained as follows:
La Perla offers a selective range of products that revolves around women’s innerwear which is distinctively known as Corsetry and detailing. The company’s motto has always been to focus on quality and innovation. They have unique techniques like Frastaglio applique, leavers lace and embroidered tulle. One of the recent launches has been second skin inner wear range in 2018. Beachwear which has range of colour and combination, Sleepwear includes same colour range as that of the inner wear collection. Incorporating 60+ years of knowledge, it has introduced Ready to wear collection which focuses on the essentials of a women’s wardrobe. In 1985, the company expanded to menswear which included underwear and beachwear and few years ago, has a catwalk show displaying collection of raffia shoes, Kimono inspired gilets and slim cut swimming trunks. Apart from these, the company has a range od designer bags and shoes. They also expanded to luxury perfumes and named their first fragrance La Perla.
Image: company website
La Perla Price/Pricing Strategy:
Below is the pricing strategy in La Perla marketing strategy:
The products line is a luxury one and thus the prices are on higher side.
Owning La Perla products are more about the brand tag and the premium product quality and it targets customers who are affluent and more inclined towards buying highly superior inner wear and other accessories. The entire product line offered by the company is of the highest quality, even compared to some of the premium brands in the segment.
Following is the distribution strategy in the La Perla marketing mix:
La Perla has a network of more than 150 flagship designer boutiques which are self-owned and franchises too. It is also present in departmental stores and special shops. The boutiques are designed by Baciocchi Associati there is a vintage appeal to the stores. The notable stores are the ones in Sloane Street in London, Madison Avenue in New York.
All these stores are located in upmarket locations in the cities as the appeal to the affluent target market.
La Perla Promotion & Advertising Strategy:
The promotional and advertising strategy in the La Perla marketing strategy is as follows:
La Perla products are targeted at affluent customers and thus, its advertising is done through promotional campaigns, cat walk shows which are artistic in nature which appeal the customers with rich aesthetic sense. The campaigns are made seasonally, showcasing the various collections for a specific season. It has entered markets in Asia like in China and it was aimed to connect with a larger base of customers. It also aimed at customization of services to improve sales. A strong & substantial amount is spent by the company to promote its product line.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of La Perla.
La Perla is present in over 25 countries with 150 flagship boutiques. The company logo is a simple minimalistic design which displays the classic, elegant nature of the products. The company also publishes monographic books to showcase the brand’s growth over years. The ambience of the boutique is rich, classy and rich in taste and design, more inclined towards artistic fashion.
La Perla boutiques are designed keeping in mind the comfort of the uber rich customers. The staffs are trained to provide assistance and customize the shopping experience for them. Customers and staff is key in such luxury service oriented company where the customers pay premium for such experience.
The process is seamless and customer satisfaction is the main process. The staff is present to help the customer and one can also order online through the official website showcasing holiday studios, sometimes offer sale discounts with select shipping in Europe, Asia which includes China, Taiwan, Middle East. Hence this completes the marketing mix of La Perla.
About La Perla:
It is a luxury lifestyle brand, based on Italian fashion and owned by Lars WindHorst via Sapinda Group. Initially, it was more of a women’s inner wear brand but over years it has expanded into other product offerings which includes beachwear, sleepwear, bags. It was founded by Couturiere Ada Masotti in 1954. She was a trained corset maker and redefined inner wear fashion. Julia Haart is the current creative director of La Perla.
It is headquartered at Bologna, Italy. It is present over 150 locations.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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