Alexandra Circuns Dilla
Teacher: Nicolas Godon
BA Fashion Marketing and Communcation, 2021-2022 Level 5
5FAMK003C Visual Languages II
Contents CORPORATE PROFILE
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MARKET POSITION 6 CURRENT SITUATION 8 COMMUNICATION 9 BACKGROUND THE MESSAGE
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TARGET MARKET 12 GOALS 13 WHERE TO LOOK FOR INSPIRATION
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WHAT NOT TO DO
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FASHION EDITORIAL THE LOOKBOOK
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Corporate Profile
Valentino is an Italian fashion brand that was first founded in 1960 by Valentino Garavani and that is a part of Valentino Fashion Group. The brand’s international debut was made in 1962 in Florence and the brand rose to prominence due to the fact that figures like Elizabeth Taylor wore wedding dresses by Valentino. Valentino Garavani knew from an early age that he wanted to be a fashion designer and he especially wanted to make clothes for women. In 1960 he stablished a partnership with Giancarlo Giammetti and soon they began to gain international recognition. The brand became well known for their red dresses and the fashion industry began to establish a certain shade of red as “Valentino Red”.
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Timeline 1960
Opening of Valentino
1962
Valentino starts to gain international recognition after first fashion show.
1968
Jacqueline Kennedy wore a Valentino wedding dress. Expansion to the American market.
1969
Opening of first Valentino store in Milan.
1970
Introduction of ready-to-wear collection for men and women addressed to the American market.
1981
Valentino shows started to take place in Paris rather than in Italy. The brand is established as an international empire.
1990
Opening of Accademia Valentino, a cultural space for fashion and art exhibitions.
1991
Celebration of 30th anniversary of Valentino.
1998
Valentino is sold to Holding di Partecipazioni Industriali.
2007
Valentino Garavani retires after 45 years of business. Alessandra Facchinetti succeeds him.
2008
Last Haute Couture show with Valentino Garavani’s creative direction.
2009 - Present
Pierpaolo Piccioli takes on as creative director, leading the brand into a more modern style while maintaining its heritage.
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Market Position
Nowadays, Valentino is positioned in the market as a high-end luxury fashion brand which offers readyto-wear collections as well as haute couture. Valentino offers a wide range of products, with several product lines primarily aimed at women, but is also starting to introduce new products aimed at men. Valentino offers many products in its marketing mix, including clothing, bags, shoes, accessories
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and fragrances. Accessories include small leather goods, jewelry, straps and charms, as well as other soft accessories such as scarves and shawls. Valentino also contains REDValentino, a more affordable line of luxury clothing.
Total sales
11% of the group sales
170M € Points of sale
76 mono
35% of sales
brand stores
Total sales
in physical stores
(8,4%)
Sales by product category
Sales by country
Haute Couture Ready to wear Accessories Others
Italy Rest of Europe Americas Asia
Souce of sales in 2004 Wholesale Retail Royalties Other sales
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Current Situation
Since 2008, when Pierpaolo Piccioli took over the creative direction of Valentino, the brand has taken a more modern direction and it has adapted to current times easily. He has adapted the brand from exclusive to inclusive embracing the whole spectrum of races, body types and identities that represent humanity to him. He has been able to modernize the brand while conserving its Italian heritage and its historical roots. He also broke a “fashion rule” by mixing male and female models in its fashion shows. Piccioli defines Valentino as “genderless couture”
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and “one for all”. Design wise, he has been able to maintain the elegance of Valentino while combining it with the latest trends and adding bright colours which have become one of the brand’s recognizable attributes. Valentino has also been aligning itself with social causes like for example Black Lives Matter. In 2020, due to the global pandemic, Valentino suffered a decrease in sales which resulted in a 28% decline in revenues. Instead, the brand saw an increase in sales in China and online.
Communication Background PR
Public relations is an essential tool for brands to develop their communication strategy and in order to connect the public with the brand. As one of the main luxury brands of the moment, Valentino uses various PR strategies to acquire media coverage, press and to further their brand image.
SPONSORSHIPS
Sponsorship is a tool often used to gain brand credibility and it mostly includes sponsoring music personalities or charity events that reflect the brand’s image and its values.
Some of Valentino’s sponsorship actions include a capsule collection that donated 20% of the proceeds to social causes and a fundraising event named “cash and rocket tour”. By hosting this type of events or creating this kind of collections, Valentino furthers the brand’s credibility which leads to increase their sales, as well as solidifying the brand’s image. At the end of the day, customers value a brand which cares for social causes and stands for what they believe in.
CELEBRITY ENDORSEMENTS
Valentino does not do celebrity endorsements directly, despite that, the brand does favour high profile models to star on their campaigns, which maintains the brand in a high fashion, luxury status. However, Valentino does celebrity seeding, which consists of gifting or loaning products to celebrities who reflect the brand’s ethos, style and values. By doing celebrity seeding, the celebrities can be photographed in the brand’s clothing or accessories at events and this images can be used in fashion magazines, as well as in the brand’s social media so as to promote the brand.
SOCIAL MEDIA
Valentino uses various social media in order to communicate with its public. Facebook, Instagram, Twitter, Pinterest, TikTok, Youtube, Snapchat, Spotify, amongst others, are some of the social media platforms Valentino uses so as to engage with their customers. It allows the brand to post the most recent updates in order to keep the public engaged and for them to keep up on the latest movements of the brand. Valentino often collaborates with influencers and TikTokers on their campaigns so as to reach a younger audience.
FASHION SHOWS
The fashion show is used to present ready to wear and haute couture collections. The fashion shows are recorded and then posted officially on the Valentino website for the public to view. Fashion shows are a very important part of the brand’s image and are used to display the most exclusive collections of the brand. Valentino uses this tool to present their collections, but also to show brand character through its designs.
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ADVERTISING PRINT
Valentino has a high presence on the most important fashion magazines of the time such as Vogue, Elle or Harpers Bazaar. It is not rare that magazine editorials, or even covers feature Valentino’s clothes and accessories. This presence in fashion magazines allows the brand to reach a wider audience and it also serves as promotion for the brand.
ONLINE AND TV CAMPAIGNS
Online advertising and TV Campaigns are often used by Valentino to promote the brand and to reach a wider audience. Online advertising allows the brand to have more control over who will see the ads, so it helps the brand reach the desired target. Valentino often uses TV campaigns to promote their fragrance lines. These TV campaigns allow the brand to create an exclusivity image and a level of aspiration for the consumer.
Adele in Valentino for Vogue magazine
Valentino Couture, Fall 2021
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Zendaya for a Valentino campaign
Valentino Cash & Rocket Tour 2015
The Message
After analyzing the brand’s current communication, we can state that Valentino is an up to date brand which has a good communication and knows how to adapt to new times. The next step for the brand would be to produce an editorial within the newest innovation in the fashion industry: the metaverse. In 2021, we observed how several brands stepped into this new technology either by creating NFT’s or by creating avatars in the metaverse with the brand’s clothes.
Adidas avatar in the metaverse
Many brands have also made collaborations with other brands that are much more immersed into this new technology.
As for the editorial, the concept is going to be digitization and the metaverse. The editorial will be shot in real life, but it will also be digitized in the metaverse by creating avatars which will be wearing Valentino’s clothes. Furthermore, NFTs of the clothes will be created so that people can buy them and use them in the metaverse. The objective of this campaign is to bring the brand’s communication to a new level by introducing the brand in the most recent trend of the fashion industry.
Nike in the metaverse
Balenciaga x Fortnite metaverse collaboration
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Target Market In the past, Valentino’s target market used to be very exclusive and the brand was only accessible to the elite. Nowadays, their target market has shifted and Valentino’s products are exclusive, but now made available to a wider market.
Valentino’s target market goes from women and men from 25 to 40, mostly upper class women who value elegance, modernity and femininity. Although the brand is now appealing to a wider audience, it has never given up its exclusivity and so it maintains their original market of celebrities and socialites. Another typical Valentino customer
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would be a business women used to living a luxurious life in a big city who is interested in culture, traveling, art and social events.
Lately, a new generation was introduced and they are the ones dominating social media at the moment. Gen-Z is the target market which brand are now trying to pursue and, although they may not have the medium to buy products from Valentino itself, it can always be an aspirational brand for them and it is important that Valentino keeps targeting them in the future.
Goals
The goals and objectives of the editorial are to bring an innovative perspective on the brand by using the newest technology to produce an editorial; to further the brand’s communication and to put the brand in the radar of easy and quick adaption to current trends and technologies; to attract a new and younger market who is interested in this technology and to keep up with some of the brand’s competitors who have already stepped into this technology.
Where to look for Inspiration Valentino should draw inspiration of some of their competitors such as Gucci or Balenciaga which have already produced campaigns in the metaverse or created their own NFTs. It is important that they analyze what their competitors have done but they have to be careful not to fall into repetition. Valentino should also look for inspiration in brands and businesses that have been created in the metaverse and work exclusively with this technology. Lastly, it is important that Valentino goes through their most recent campaigns in order not to loose the essence and aesthetics they have been portraying.
What not to do In order for the editorial to be successful, certain things have to be avoided such as copying what other brands are doing in the metaverse. It is important that Valentino knows how to step into this technology without losing its brand values. The editorial should also avoid sobriety. The metaverse is a very new and exciting concept which requires playfulness and colourfulness. It is important that the brand avoids working with an unexperienced team that has never worked in the metaverse. The brand has to surround itself with a team of people who have a broad knowledge of the metaverse in order for the campaign to be a success.
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Fashion Editorial Photographer
The photos to be taken for the proposed fashion editorial are going to be shot in a photography studio with a white background. Later on, the photos are going to be edited with a computer program such as Photoshop in order to give them the aesthetic of the metaverse which is futuristic and technological. The photographer chosen to shoot this editorial is Michael Bailey Gates, who shot the editorial for the latest Valentino collection. His innovative vision will benefit the final result of the editorial and his history with the brand will make him a trusted member of the team.
Stylist
As for the styling of the editorial, it is important that it reflects the aesthetic and visuals of the concept for the editorial. It is also key that Valentino hires a trusted stylist with whom they have worked in the past and who has experience shooting fashion editorials. Edward Bowleg has styled previous Valentino campaigns and he has experience styling numerous fashion editorials of important fashion magazines.
Hairstylist
The hairstyles for the fashion editorial have to reflect the futuristic and technological look and aesthetic of the campaign concept. Someone experienced and that has worked with high fashion luxury brands would be perfect for the job. Benjamin Muller has experience working with brands such as Dior, Louis Vuitton and Fendi, as well as Valentino. His previous work with these brands will ensure the quality of his work.
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Technology
It is important for the editorial to succeed, it is vital to hire a professional on the metaverse and NFTs so the technological part of the project is as good as the physical one. Metaverse professional Mitch Jackson is experienced on how to create, market and sell in this new virtual world. By hiring a professional on the matter, it is ensured that the metaverse avatars and NFTs that will be for sale are of the best quality possible.
Makeup
Regarding the make up, it has to be very colourful and playful as well as extravagant, so that it accurately reflects the overall aesthetic of the editorial concept. Karin Westerlund has worked with Valentino in the past and has also worked with brands such as Saint Laurent or The Attico. Her fresh vision on makeup will be perfect for the success of the campaign.
inside
THE METAVERSE 15
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The Lookbook 24
SKU V230 COLOUR REF 1604 DETAILS:
Cuffed sleeves, round collar
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SKU V231 COLOUR REF 1402 DETAILS:
Round collar, 3/4 sleeves that are long in the back
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SKU V232 COLOUR REF 1006 DETAILS:
Feathered coat, V-necked blouse
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SKU V233 COLOUR REF 1202 DETAILS:
Feathered coat, V-necked blouse
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SKU V234 COLOUR REF 1403 DETAILS:
Tailored suit, V-necked shirt
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SKU V235 COLOUR REF 1008 DETAILS:
V-necked shit with long straps, tailored blazer, midi skirt with lace
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SKU V236 COLOUR REF 1201 DETAILS:
Tweed jacket with feathered cuffs, tweed shorts
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Physical Format
The physical format of the lookbook will be simple and clear due to the fact that it’s important that the focus is on the images so that buyers can see the product clearly and can easily distinguish the colours of the garments.
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EDUZAURUS. n.d. Marketing Report On Valentino Brand Free Essay Example | EduZaurus. [online] Available at: <https://eduzaurus.com/free-essay-samples/marketing-report-on-valentino-brand/> [Accessed 2 February 2022].
Bibliography
En.wikipedia.org. n.d. Valentino (fashion house) - Wikipedia. [online] Available at: <https://en.wikipedia.org/wiki/Valentino_(fashion_house)#History> [Accessed 2 February 2022]. Financedocbox.com. n.d. Valentino Fashion Group - PDF Free Download. [online] Available at: <http://financedocbox.com/Investing/95602418-Valentino-fashion-group. html> [Accessed 2 February 2022]. Hayward, L., 2018. Valentino brand report. [online] Issuu. Available at: <https://issuu.com/lizziehayward0/docs/issuu_valentino_brand_report_> [Accessed 2 February 2022]. Salisbury, E., 2017. Valentino Marketing Strategy Report. [online] Issuu. Available at: <https://issuu.com/eviesalisbury/docs/valentino_final_report> [Accessed 2 February 2022]. Tiendeo.com. 2022. Valentino | Novedades Mujer. [online] Available at: <https://www.tiendeo.com/Catalogos/584218?view=result&buscar=valentino&pos=0&refPageType=OFFERS_NO_CITY&pagina=1&modelName=SmartCampaigns_v1> [Accessed 2 February 2022].
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