The company’s famous mantra expresses a philosophy of individuality and confidence that now applies to a range of products including women’s and men’s ready-to-wear, fine and fashion jewelry, shoes, perfume, eyewear and furniture.
Founded in 1966 in the Veneto Region of northeastern Italy, its atelier is located within an 18th-century villa in Montebello Vicentino and its headquarter is in Lugano, Switzerland with offices in Milan and Vicenza, Italy. In 2001, Bottega Veneta was purchased by Gucci Group, and is now a part of the French multinational group Kering. The company was founded with the aim of producing artisanal leather goods. The company developed a distinctive leather weave design, called intrecciato, that was used on the exterior of many of its products, and became widely associated with the Bottega Veneta brand.
Distribution of Bottega Veneta products is global, encompassing Europe, Asia, Australia, South America, and North America. Bottega Veneta owns 251 boutiques in 43 countries.
Intrecciato was the starting point for Bottega Veneta’s evolution, and continues to be one of the most recognizable elements of the brand. In the 1970s, the company began advertising with the tag line “When your own initials are enough”. By the early 1980s, Bottega Veneta was a favorite of the international jet set, with clients including Jacqueline Kennedy Onassis and the empress Farah Pahlavi. Andy Warhol made a short film for the company in 1980.
During the 1980s, Bottega Veneta’s fortunes began to decline.The company changed its image and began emblazoning a BV logo on its products. In February 2001, the struggling company was acquired by Gucci Group for $156 million. Tom Ford, then Gucci Group’s Creative Director, hired Tomas Maier, who had previously worked at Sonia Rykiel and Hermès, as Bottega Veneta’s Creative Director. After receiving total creative control from product and store design to advertising, Tomas Maier set about returning the brand to its original identity. He removed visible logos from the brand’s products, highlighted the signature intrecciato weave, and returned the company’s focus to artisanal production. Vogue described the change of image as an emerging example of “stealth wealth”. Revenue by 2015 is €1,286 million.
“Stealth wealth” – category of rich people, who are less inclined to flaunt their affluence, thus, giving only subtle hints about wealthiness.
Strategy of brand
- outstanding craftsmanship, know-how and masters of technique, high quality raw materials
- timeless, understated and elegant yet simple actual designs
- chic-demanding consumers who seek for high-end quality products but looking for a more anonymous and discrete luxury consumption in terms of brand recognition
- core customers embody modernity and timeless elegance
Association words with brand when you hear “Bottega Veneta”
- high quality
- no logo
- innovative design
- contemporary functionality
So if we gather all associations about brand we practically bring it to the definition of what is luxury brand stands for
In September 2013, Bottega Veneta unveiled its first “Maison,” within a historical building on Milan’s Via Sant’Andrea. The 11,448 square-foot boutique is the first to house all of the brand’s products, including its leather goods, men’s and women’s ready-to-wear, shoes, fine jewelry, eyewear, fragrance, luggage, furniture and home collections. The company plans to open another “Maison,” on a similar scale, in New York. In 2015, Bottega Veneta announced the opening of a first dedicated home boutique in Italy in Milan. Located within the 18th-century Palazzo Gallarati Scotti, the 2207 square-foot ground floor boutique has been designed by Bottega Veneta Creative Director Tomas Maier to present its furniture, lighting, tabletop, and home decoration. Bottega Veneta opened their second Maison in Beverly Hills in May 2016.
Every collaboration is a Work of Art
Bottega Veneta collaborates with notable photographers on its advertising campaigns, fashion journalists, artists and also has co-branding experience.
As a business model Bottega Veneta has highly controlled distribution network of directly operated boutiques, exclusive franchise stores, strictly selected department and specialty stores worldwide to maintain concept of high control and maintain as a brand of masterful design and artisan techniques.