Strategic Expansion of Bvlgari in India
ACADEMIC OUTLINE AT SAVANNAH COLLEGE OF ART & DESIGN
To create new retail opportunities for Bvlgari Jewelry & Watches
THE GOALS
-
Market Growth
To scenario plan in rapidly growing luxury markets in economies where Bvlgari doesn’t have an expansive retail footprint.
-
Increased Revenue
An informed strategy to impact revenue streams through retail sales, jewelry customization, and after-sales services.
-
Global Brand Equity
To strengthen Bvlgari's global image as a brand with a consistent international presence and cohesive customer experiences.
THE LANDSCAPE
Where do we envision viable retail expansion?
Through a comprehensive study of Bvlgari’s distribution strategy, insights from AT Kearney indexes, and by studying trends in global retail expansion, the team identified Saudi Arabia, India, and UAE as opportunities for further expansion.
STUDYING CORE COMPETITORS IN INDIA
THE TRUE CUSTOMER
What ephemeral luxuries define the Indian customer?
Observable behaviors
Bvlgari’s core customer in India is generationally wealthy, internationally educated, and a world traveler. The true buyer of Bvlgari in India belongs to an affluent family with a long history of wealth and financial stability. They receive heirlooms and assets, creating a tradition of investing in luxury items.
The intergenerationally wealthy
Family time is a core part of their lifestyle. Indians most often work and live with their families. Jewelry is often exchanged as a gift during cultural ceremonies and festivities, weddings and festivals like Diwali and Eid. It is likely that the decision of buying jewelry is a collective decision with many preferences and considerations.
Family values and sharing
They embrace luxury brands as a status symbol. Jewelry is a symbol of family legacy and heritage to them. They wear different types of jewelry, from classic to contemporary per the occasion and social group. Jewelry is worn across genders, with symbolic value to gemstones carrying meaning and metaphor.
Culture and symbolism
India’s self-made entrepreneurs are often from humble beginnings. They become visionary leaders, exemplify resilience and self-motivation. Family business owners inherit a rich legacy of values and traditions, with a strong focus on long-term stewardship, succession planning, and preserving deep-rooted family legacies.
Self-made entrepreneurs and family business owners
An opulent social life comprising grand gatherings, exclusive events, and luxury dining experiences are common. Lavish vacations, high-end resorts, and luxurious cruises are sought-after choices, showcasing a taste for indulgence. Leisure activities encompass golf, spa retreats, and memberships at elite clubs, reflecting a desire for both relaxation and exclusivity within this vibrant and dynamic social milieu.
A lifestyle of travel and leisure
ANALYZING THE TRADING AREA
Why is Hyderabad the right retail location for Bvlgari?
Slated to spend 2.5BN USD
on luxury goods by 2025, it is India’s luxury destination.
With an output of 74BN USD, Hyderabad is the fifth-largest urban economy in India
It is home to 12 Billionaire real estate and pharmaceutical barons as of 2023.
Houses over 11000 Millionaire’s in tech, manufacturing, entrepreneurship and business.
Hyderabad boasts the most expensive and ostentatious weddings in India since 2011.
THE RETAIL PROPOSAL
The India Temple
Bvlgari’s fifth flagship boutique
A store fit for the Nizams
The Hyderabad customer is the opposite of quiet luxury.
The Falaknuma Palace, a 7 star luxury hotel and erstwhile palace for the royals makes a perfect location for Bvlgari’s fifth global flagship boutique in its most emerging geography.
The architecture of the Falaknuma Palace is principally derived from classical Greek architecture and inspired by the designs of Andrea Palladio. It is a unique amalgamation of Tudor and Italian Architecture.
THE RETAIL EXPERIENCE
Curating the authentic Bvlgari experience
Tailoring the retail mix to the India customer while retaining the brand nodes is critical to a cohesive distribution strategy for Bvlgari. Front and center are the brand’s core pieces from B.Zero1 Jewelry and Bvlgari Bvlgari in a dedicated space. From Serpenti to Octo Roma to Bvlgari Bvlgari, the timepieces in store will be brand marquees.
Artistic displays
An artistic curation displaying the brand’s European legacy, savoir faire, craft, and high-jewelry.
In store hospitality
Curated and personalized shopping experiences to the elite clientele of the brand in-store.
Store personnel
Staff trained to read customer preferences and manage multiple decision makers.
Windows of wonder
Window displays opening into the central courtyard at Taj Falaknuma Palace.
Launch gala
An evening of high jewelry and fashion with a selective guest list of Indian and Global guests.
India ambassador
Celebrate global brand ambassador Priyanka Chopra Jonas at India events.