VETEMENTS ANALYSIS OF THE GLOBAL LUXURY MARKET
AZZEDINE ALAIA
INTRODUCTION
This report sets out to provide a comparative analysis of an established luxury brand (Azzedine Alaia) and an emerging luxury brand (Vetements), to result in an offering of resolutions - inspired by each other’s current practices and positions - for the contemporary issues they are facing in the global market place.
nineteen eighty
BUSINESS STRUCTURE AZZEDINE ALAIA azadin ALAYA
RICHEMONT,2007 Its not a BUYOUT for the moment – Its about INVESTMENT ALAIA, 2016
BUSINESS STRUCTURE VETEMENTS vet-MAHN
I DESIGN COLLECTIVE
ANONYMOUS U T VETEMENTS
two thousand fourteen
is fending off acquisition and investment offers SCHNEIER, 2016
RANGE AND SCOPE
47 outlets in 20 COUNTRIES across EUROPE AMERICAS ASIA–PACIFIC MIDDLE- EAST
DELIBRATELY limit DISTRIBUTION to retailers, which now number MORE THAN 200
S T R O N G online presence for both brands
WOMENSWEAR MENSWEAR ACCESSORIES SHOES BAGS
PRODUCT RANGE AND SERVICES £ two thousand and sixty
COUTURE WOMENSWEAR ACCESSORIES SHOES BAGS PERFUME £ one thousand four hundred and ten
often either buy vintage stuff or wear old pieces that they’ve owned for years. We wanted to dress these women
COMMITED AFFLUENT LASTING LUXURY WOMEN FASHION INSTINCT SEEKS A GARMENT TO BECOME SECOND SKIN
KEY CONSUMER CHALLENGING THE NORM YOUTH GENDER UNSPECIFIC QUALITY FAST FASHION IN DIALOGUE WITH TODAY YOUNG TECH STREET LUXE i don't really care if my dresses are worn by Michelle and Carla, or by a poor woman. Every customer is valuable
THE STRATEGIC WINDOW
POLITICAL
ECONOMICAL SOCIAL
TECHNOLOGICAL
Both Paris based.
Azzedine Alaia and Vetements both have a
Increase in Millenials shopping for
Increased emphasis on online retail platforms such as
strong presence in the US and the UK.
luxury
net-a-porter and matches
Large terror attacks in France (Charlie Hebdo and the Bataclan in Paris and the Bastille Day incident in Nice were the most extreme). Strikes and riots against the new labour law.
Brexit
goods.
Young
consumers
cannot be ignored and brands must begin to take this new emerging
Presidential Election
Alaia has used a new Japanese textile that is woven microscopically fine
market into account.
Programmes his knitting machinery with a dresses three dimensional blue print in order to knit the pattern Vetements used 360 degree camera technology for
These current affairs have resulted in a
their womenswear show to create an immersive
drop in tourism
atmosphere
Luxury fashion in Paris relies on tourism Copyright cases
PERSONAL,SOCIAL,ECONOMICAL,TECHNOLOGICAL
CONCLUSION Scarcity is the real definition of luxury. In today's world of everything
and
everyone
being
so
easily
accessible,
unavailability awakens curiosity and wakes everyone up from a state of hibernation.
GURAM GVASALIA