PhD Researcher and Lecturer Francesca Bonetti Visits LA Campus to Lecture on the Asian Market

Students in the Premier Merchandise Product Development Group were treated to special guest speaker this week—Francesca Bonetti, a PhD Researcher in marketing, consumer-facing technology, and retailing at The University of Manchester, and Lecturer in Marketing at the London College of Fashion. Through FIDM’s involvement with the International Foundation of Fashion Technology Institutes (IFFTI), Francesca was invited to the Los Angeles campus to give a presentation on the Asian market. In other sessions, she also covered retail innovation driving from her doctoral research.

Francesca is also a consultant for fashion brands and retailers on distribution strategies, communications strategies, and the use of consumer-facing technology across retail channels.

One of the first topics she addressed was product standardization versus product adaptation, offering as an example the design of the Gucci dragon bag. It was created in celebration of the opening of Gucci’s 2009 flagship store in Shanghai. She pointed out that now, a decade later, the market is calling for more subtle adaptations. For example, Gucci now carries a bag with bamboo handles that is sold not only in the Asian market but globally.

She said that the concept of adaptation versus standardization is integral to the entire marketing strategy when it comes to global marketing. She also spoke about her previous international marketing role at the Italian menswear retailer BOGGI Milano, and the influence of culture on strategic marketing decisions.

After her presentation, she took questions from the students.

Categories:  Merchandise Product Development