FMD 510 - LUXURY BRAND MANAGEMENT
STYLING FOR LUXURY CLIENTS Alison Kowalski & Morgan Maggini
EMMA HUGHES CASUAL WEAR
CORE VALUES
INDIVIDIUALITY
CREATIVITY
Fashionable Distinction Upscale Authenticity Character Safe Values
Innovative Trendy Originality Uniqueness Rarity of products Resourcefulness
BRIGHT & BOLD
BODY-POSITIVITY
Recognizable International Reputation Prestige Distinct Playful Attention Grabbing
Luxury for one-self Made to fit Born to stand out Inner-strength Self Assurance Confidence
STYLED LOOK LANVIN ELEPHANT PRINT SHIRT
LOEWE ASYMMETRIC DENIM SKIRT INDIGO
SALVATORE FERRAGAMO MIRROR HEEL MULE
INDIVIDUAL ELEMENTS
LANVIN
LOEWE
SALVATORE FERRAGAMO
ELEPHANT PRINT SHIRT
ASYMMETRIC DENIM SKIRT
MIRROR HEEL MULE
$1,013
INDIGO
$850
$950
JUSTIFICATION & TOTAL COST
LANVIN
TOTAL COST: $2,813
LOEWE
Today, Lanvin is one of the oldest French fashion houses still in operation. While it encompasses menswear, it is best loved among the affluent, including editors and celebs, for exquisitely made womenswear. Lanvin women are elegant, chic but classic and unique. She is a strong, on the other hand she also playful and fun. The customer enjoys sociability, is affluent, trendy and full of confidence with their style and attitude.
Originally supplier to the royal court, the brand is known for staying true to its Spanish legacy and expressing it in modern, yet timeless ways. Famous for its prime craftsmanship, Loewe approaches 170 years as one of the major luxury houses, and is “defined by the modernity of its past, an unwavering confidence in the present, and a firm look forward.� The Loewe customer respects art, tradition and culture, and values memorable experiences.
SALVATAORE FERRAGAMO Ferragamo is known for it's luxury, handmade, Italian goods of which are designed for the high-fashion man or women. Ferragamo works to "combine style, creativity, and innovation with the quality and craftsmanship typical of Italian-made goods". The Ferragamo customer has high purchasing power and expectations, values the importance of traditional values, heritage and brand loyalty, and are often business professionals or celebrities
JUSTIFICATION & TOTAL COST TOTAL COST: $2,813
INDIVIDIUALITY & CREATIVITY Based on authenticity, tradition & safe values, the selected upscale brands offer a way of expression and satisfies dreams for the consumer. They are recognizable, authentic and have international reputations. These items support with character and representing ones own values & beliefs.
BOLD, BRIGHT & BEAUTIFUL Endorsement of creative & unique brands that are pro-logo & have strong, solid reputations. They are recognizable, authentic and have international reputations. These brands offer attention-grabbing merchandise with distinct styles and help give the consumer achieve the feeling of belonging.
BODY-POSITIVITY & SELF-CARE As a proud women who embraces her curvaceous body, luxury items should be for one-self, made to fit & born to stand out. The example brands promote inner-strength and self-assurance, helping the consumer feel beautiful and confident. They stay true to themselves and focus on creating items that work for everyone and can last a lifetime.
WORKS CITED Bardas, A. (2016, November 23). Why Every Fashion Editor Is Talking About Loewe. Retrieved from https://www.whowhatwear.com/who-is-loewe/slide2 Lexi. (n.d.). SALVATORE FERRAGAMO. Retrieved from https://issuu.com/alexis.sandroff/docs/ferragamo Northman, T. (2018, June 12). Here's Why Loewe Is About to Become the Next Big Brand. Retrieved from https://hypebae.com/2018/6/loewe-jonathan-anderson-puzzle-bag Somlanvin. (2015, August 09). A profile of the target customer and competitor analysis, current brand architecture and the brand's position. Retrieved from https://anotherlanvinuk.wordpress.com/2015/08/09/a-profile-of-the-target-customer-andcompetitor-analysis-current-brand-architecture-and-the-brands-position IMAGES: ELEPHANT PRINT SHIRT: https://www.farfetch.com/shopping/women/lanvin-elephant-print-shirt-item-13677553.aspx? storeid=9596 ASYMMETRIC DENIM SKIRT: https://www.loewe.com/usa/en/women/ready-to-wear/skirts/asymmetric-denimskirt/S2195170IB-5820.html?cgid=w_skirts# MIRROR HEEL MULE: https://www.ferragamo.com/shop/us/en/women/shoes/tovel-85-699496
INGA PETROV FOR MAL WEAR
CORE VALUES SENSE O F BELON GING
EXCESS & AUDAC ITY
UNIQUE CONCEPTS
HIGH BRAND STATU S
Trendy
Daring
Authenticity
Pride
Status/maintenance driven
Fashion innovator
Distinction
Admiration
Upscale
Pro-Logo
Character
Prestige
Emotional response
Show of success
Safe values
Recognizable
Status acceptance
Extravagance
Craftsmanship
International reputation
Self-gratification
Flashy & entertaining
Brand loyalty
Strong heritage
STYLED LOOK VERSACE NASTRO DRAPED CRÊPE MIDI DRESS
JIMMY CHOO DECOLLETE 554 STRASS
TIFFANYS DOUBLE DROP NECKLACE
INDIVIDUAL ELEMENTS
VE RSACE NASTRO VERSACE DRAPED CRÊPE
JIMMY C HOO
TIF FANY'S
MIDI DRESS
DECOLLETE 554 STRASS
DOUBLE DROP NECKLACE
$1,950.00
$2,995
$29,000
JUSTIFICATION & TOTAL COST VERSACE
TOTAL COST: $33,945
Versace offers a blend of intricate, breathtaking and exclusive products to its customers. It ensures that original style & designs are offered to maintain its exclusive brand image. Known for their innovative designs having symbolic flashy prints
TIF FANY'S
and bright colors, its customers belong to the section of society who is more conscious of brand value than monetary matters.
Tiffany's main market target is women, who buy and receive as gifts these beautiful jewelry. So, even though
JIMMY CHOO Customers who shop this brand are known to be independent, affluential and ambitious women that have successful careers and spend their hard earned money on luxury items. The Jimmy Choo woman will purchase because of pleasure, happiness, practicality and as a reward for their work or achievements.
men are involved in the purchasing of Tiffany's products, women remain to be the main influencers. With its various design collections and price range, the company meets wants and needs of consumers of different age and income. Customers turn to its product for celebration of some significant events such as engagement, wedding, anniversary or birthday.
JUSTIFICATION & TOTAL COST TOTAL COST: $33,945
SENSE OF BELONGING
EXCESS & AUDACITY
HIGH BRAND STATUS
The selected upscale brands offer a way of
Endorsement of creative and unique brands
The example brands promote a strong
expression and satisfies dreams for the
that are pro-logo, show success and
heritage, pride and admiration, and
consumer. They are trendy, demonstrate high extravagance. These brands offer
international reputation to help the
status, and are maintenance driven.
consumer feel beautiful, accepted and
attention-grabbing merchandise, are
Additionally, these brands are known to evoke recognizable, authentic and are worn by the confident. They focus on the creation emotional responses, offer status acceptance fashion influencers who aren't afraid to and demonstrate self-gratification.
of items that offer a universal design
wear daring, flashy or entertaining clothing. and can last a lifetime.
WORKS CITED
Bhasin, H., BhasinI, H., & Facebook. (2018, May 22). Marketing mix of Versace - Versace Marketing mix. Retrieved from https://www.marketing91.com/marketing-mix-of-versace/ Flores, O. (1970, January 01). Tiffany & Co. Retrieved from http://tiffanyandcompanyblog.blogspot.com/ Wilkinson, I. (n.d.). Jimmy Choo Brand Report. Retrieved from https://issuu.com/imogenwilkinson/docs/jimmy_choo_brand_report_issu_bf425e1720ab18 IMAGES: NASTRO VERSACE DRAPED CRÊPE MIDI DRESS: https://www.versace.com/us/en-us/women/clothing/dresses/nastro-versacedraped-cr%C3%AApe-midi-dress-a1008/A81715-A208595_A1008.html?cgid=120100#start=1 DECOLLETE 554 STRASS: http://us.christianlouboutin.com/us_en/shop/women/decollete-554-s-085-strass.html DOUBLE DROP NECKLACE: https://www.tiffany.com/jewelry/necklaces-pendants/tiffany-circlet-double-drop-necklace-22231839? fromGrid=1&origin=browse&trackpdp=bg&trackgridpos=21&fromcid=287465
AIMÉE ROUSSEAU
GIVENCHY HIGH-NECK OPEN-BACK CAPELET GOWN
TOM FORD VELVET JEWEL SLINGBACK
CARTIER MAILLON PANTHÈRE BRACELET - DIAMOND MAILLON PANTHÈRE BRACELET - CERAMIC
OUR LOOK INDIVIDUAL ELEMENTS
JUSTIFICATION & TOTAL COST
GIVENCHY
CARTIER
TOM FORD
TOTAL COST: $176,235
JUSTIFICATION & TOTAL COST
CLASSIC
PROMINENCE TO BEAUTY HIGHLY CULTURAL BESPOKE LUXURY
TOTAL COST: $176,235
WORKS CITED
CHENG ZHÀO BUSINESS WEAR
CHENG ZHÀO BUSINESS WEAR
SENSE OF BELONGING Attention-grabbing Innovative Lifestyle Originality Uniqueness Rarity Resourcefulness
ORGANIC MATERIALS Natural Sustainable Eco-friendly Organic & efficient Quality tested/ensured Care labels Easy to care for
TIMELESSNESS
REPUTATION
Distinction Reliable Upscale Authenticity Character Safe Values Brand loyalty
Recognizable International reputation Prestige Distinct Gender neutral Global culture
ERMENEGILDO ZEGNA 15MILMIL15 WOOL SUIT
GUCCI LEATHER LACE-UP
BURBERRY MODERN CUT VINTAGE CHECK SILK TIE
INDIVIDUAL ELEMENTS
ERMENEGILDO ZEGNA
GUCCI
BURBERRY
15MILMIL15 WOOL SUIT
LEATHER LACE-UP
MODERN CUT VINTAGE CHECK
$3,850
$890
SILK TIE $190
ERMENEGILDO ZEGNA
JUSTIFICATION & TOTAL COST
Zenga is the symbol of class, quality, elegance and luxury. Additionally, the brand prides itself on genuineness, believing in the future, responsibility and spirit of belonging. Zegna promises extremely high quality, only using the best materials, including cashmere fibers from the Kashmir goat. Target consumers include: the elite class, corporate, celebrities or socialites. Anyone who prides themselves on sophistication. The brand has a strong attitude and uses its Italian culture with an American business plan to focus on sustainable efforts and provide safe, natural and organic materials for all of their products.
GUCCI
TOTAL COST: $4,930
Gucci’s target market has primarily included celebrities, the wealthy, fashionistas, and the upper class. Its offerings are a symbol of Italian craftsmanship and are known for its quality, modern outlook and attention to detail. Their brands are for the category of male and female who love the desire to impress others, have a high social class and strong financial base. Those who love the brand are driven by the kind of lifestyle they live and the need to maintain that lifestyle. They will be socially active, fashion conscious and responsible.
BURBERRY Burberry is a brand rich with luxury roots and a strong British heritage. Designed for both sexes, it is dominated by those who have a high disposable income. The company has done a good job at positioning itself as a functional and wearable brand. Customers prefer classic styles and often work in a professional setting or as a celebrity endorsement. These groups are passionate and are passionate about looking good and outshining the crowd.
SENSE OF BELONGING
JUSTIFICATION & TOTAL COST
The selected brands are upscale, offer a way of expression and satisfies dreams for the consumer. Based on authenticity & safe values, they offer the consumer a way for them to express themselves, build character and still fit in. They are fashionable, reliable, demonstrate high status, and are maintenance driven. Additionally, these brands are known to evoke emotional responses, offer status acceptance and demonstrate self-gratification. Brand loyalty plays a huge role in this sense of belonging, and the listed brands need to maintain their authenticity and consistently work on brand values.
ORGANIC MATERIALS
TOTAL COST: $4,930
The following brands have a strong reputation for creating safe, quality and durable clothing. The materials used are natural or organic, sustainable and eco-friendly. All products are quality tested/ensured and explain all the important information regarding each item right on the care label. These materials help prevent skin allergies and increase comfort.
REPUTATION The selected brands promote a strong heritage, pride and admiration, and international reputation to help the consumer feel handsome, accepted and confident. They focus on the creation of items that offer a universal design and are built to last a lifetime. Their marketing strategies work towards globalization and and brand loyalty to maintain their customer base and encourage a sense of belonging.
Works Cited
Answers Ltd. (2019, February 25). Gucci Market Segmentation – An Analysis. Retrieved from https://www.ukessays.com/essays/marketing/how-segments-can-be-defined-targeted-and-maintained-marketing-essay.php Burzynski, I. (n.d.). Gucci brand report 4. Retrieved from https://issuu.com/isabellaburzynski/docs/gucci_brand_report_4 History and development. (n.d.). Retrieved from http://www.zegnagroup.com/storia_e_sviluppo/la_storia/inizi Kaur, A. (2010, April 06). Ermenegildo Zegna. Retrieved from https://www.slideshare.net/AshimaKaur/ermenegildo-zegna Sophiemerritt Follow. (2012, March 27). Burberry Case Study. Retrieved from https://www.slideshare.net/sophiemerritt/burberry-case-study? next_slideshow=1 IMAGES: 15MILMIL15 WOOL SUIT: https://www.zegna.us/us-en/ready-to-wear/suits/product.15milmil15-wool-suit.10314291.html LEATHER LACE-UP: https://www.gucci.com/us/en/pr/men/mens-shoes/mens-lace-ups/leather-lace-up-p-472749AZM301069? position=10&listName=ProductGrid&categoryPath=Men/Mens-Shoes/Mens-Lace-ups MODERN CUT VINTAGE CHECK SILK TIE: https://us.burberry.com/modern-cut-vintage-check-silk-tie-p80098421