Franchising

AW LAB is part of the BATA Group, the largest company worldwide in the production and marketing of footwear, and one of the leading retailers of fashion sportswear in Italy.

Throughout Italy, AW LAB has a retail experience with 280 stores (200 Bata, 87 AW LAB/Athletes World) and in more than 30 years with franchising. 190 stores (105 Bata, 90 AW LAB/Athletes World). The year 2012 has witnessed the evolution of Athletes World into AW LAB, a true trend laboratory, which is presenting itself as Urban Style Refresher.

BRAND ESSENCE

AW LAB presents itself as an Urban Style Refresher.

• BRAND VALUES

The values of AW LAB are: sports-inspired looks, cool and appealing, up-to-date and fun, good quality.
• AW LAB TARGET

Young people of both sexes, students (high school/university), sensitive to fashion, attracted by a sporty style.
• BRAND MISSION

The mission of AW LAB: keep our customers’ style fresh, showcasing the coolest urban sport products available.
• AW LAB PILLARS

The foundations of AW LAB are: staff members experienced in styling, a focus on product launches, young trend proposals, connections with influencers in the market.

FRANCHISING CONDITIONS

EVALUATION OF LOCATION
OPERATIONAL SUPPORT
SALES SUPPORT
COLLECTIONS
MARKETING AND COMMUNICATION
MULTIMEDIA PACK (MP)

The new AW LAB format includes a package of InStore Radio and TV with AW LAB branding.

The MP is an effective in-store Marketing tool which is a hallmark of AW LAB and an essential element in creating a more complete “shopping experience”, the music programming is selected by experts and designed for our target audience.

The videos shown in-store transmit a loop of either brand messages AW LAB or video offers in support of brand campaigns periodically taking place in stores.

The MP allows simultaneous communication in all the shops, but at the same time supports local sales actions.

BUSINESS FEATURES
LOCATION PROPOSED BY FRANCHISEE
FINANCIAL COMMITMENT
TERMS AND CONDITIONS

1. Exclusive supply of the goods by Compar S.p.a.
2. Carriage forward billing of goods (shipping costs included)
3. Payments: Bank Transfer 60 days net invoice date, end of month
4. Exclusivity of sales area
5. Duration of contract: 3 years, renewable each year from the 4th year
6. Free promotional material
7. Own sales policy (price, display, sales service)
8. Computer package on free loan
9. No entry fee or royalties on revenue
10. Goodwill: 65% guaranteed sell-out before discounts

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