Executive Summary

TOD's is currently a well-known Italian multi-brand soft luxury company that deals with footwear, leather goods, and apparel. It is well known for its craftsmanship and high quality products based on the core values of heritage, tradition, and excellence. By targeting affluent millennials in the United States through a professional line, Tod’s will be able to better penetrate the American market and increase sales and presence in the United States.

Background
Tod’s began as a small family owned artesian footwear shop in an Italian region well-known for artesian shoe craftsmanship. Initially, Tod’s produced shoes for other designer brands such as Fendi and Calvin Klein in addition to itself but in the latter half of the 1980’s stopped to focus on its own sub-brads including Hogan, and Fay. In 2000 the company went public and has since gone global with over 42 shops in Europe, 132 in Asia and now 13 in the United States.

Analysis
Clearly the US market has room for growth and while Tod’s has begun to capitalize on this, the market can and should be penetrated further. After both primary and secondary research it has been found that millennials, aged roughly 20-26, with an income over $60,000 annually offer Tod’s both the best return on investment and the most room for continued growth in the US market. Luxury spending is at an all-time high in the US among millennials and is expected to grow, this makes the target desirable to capture now. Additionally millennials are purchasing to further their careers and view a number of purchases as investments on their future and thus justify high price tags. Based on this information a professional line including laptop bags priced on a tier will aid in developing the American market with emphasis on millennials.

Stakeholders * TOD’s: The company stands to gain considerably by generating a