Moschino Report by Annabel Lindsay

ANNABEL READ

6010885

MOSCHINO DOES INNOVATION

CONTENTS COVER… 1.0 CONTENTS… 3.0 EXECUTIVE SUMMARY…4.0 CHOSEN BRAND…5.0 BRAND IDENTITY…6.0 BRAND CONSUMER…7.0 BRAND POSITIONING…8.0 COMMUNICATIONS MIX…10.0 ADVERTISING…12.0 PUBLIC RELATIONS…15.0 PERSONAL SELLING…16.0 SALES PROMOTION…17.0 SOCIAL MEDIA… 18.0 REFERENCES…19.0

MOSCHINO O “I MARRIED FASHION-‐ AND IT HAS BEEN A GOOD WIFE”-‐ Franco Moschino

MOSCHINO: Executive Summary

Moschino has been a captivator of the imagination of

Moschino in 1983. With high profile celebrity

the youth, comical, daring, eccentric and sometimes

collaborations and a fresh new look since the

controversial character for many years now. It’s a

introduction of Jeremy Scott as the new creative

fashion house perhaps most recognizable for it’s satire

director a couple of years ago, Moschino has

and ironic approach to some classic childhood

recaptured the medias attention after a few years in the

nostalgia, including collections inspired by childhood

background. This report will undergo not only why, but

favourite’s, SpongeBob and Barbie. Simultaneously it’s

how the re-birth and re-invention of the popular

capability of producing luxury fashion for the high end,

Moschino concepts have come about today. With

upper class market scratches only the surface as to how far this brand has come since it’s birth by Franco

features of primary and secondary resources, we delve into the wonderfully crazy fashion world of Moschino.

FAST FOOD FASHION

A/W 2014 MOSCHINO MILAN RTW A/W 2014. Moschino does McDonalds.

oschino has often been referred to as Italian

fashions rebellious little sister. It’s a label probably most recognisable for its surreal interpretation of fashion. It’s daring, and occasionally controversial, approach to haute cotoure and ready-to-wear see’s previous, iconic collections drawing inspirations from Barbie, McDonalds, Pills and even Cigarettes. Franco Moschino’s adaptation of pop culture began in 1983 (Carrara G, n.d.) but todays injection of youthful taste is very much owed to that of current owner/creative director Jeremy Scott. Based in the fashion capital, Milan, Italy (Bloomberg, 2016), Moschino currently now has over 150 boutiques worldwide, as well as being featured in luxury department stores such as Selfridge’s. According to Cararra (n.d.), Franco Moschino, born in Italy 1950, had a creative passion from a young age and “he attended art classes at the Academia di Belle Arti di Brera in Milan until 1969”. With a keen eye for fashion, Moschino collaborated as a creative consultant for other manufacturers, such as “Aspesi” and as “Gianna Versace’s illustrator”, until he decided to set up his own fashion empire in 1983. Bloomberg (2016) states that Franco originally named his brand “Moonshadow SpA”- to be renamed “Moschino S.p.A in 2000” in an arguable attempt at a millennial makeover. Despite lacking in technical dress-making abilities, Moschino’s artistic flare enabled him to quickly expand his playful collections, consisting of quirky takes on staples such as jeans, denim wear, jumpers, jackets, handbags and footwear. After Franco Moschino’s unfortunate sudden death in “1994” (NewYork The Cut, n.d.), “creative director” at the time, “Rosella Jardini” took over as head of the fashion house. However, in 2013, this role was handed down to celeb-friendly designer Jeremy Scott, who has helped to secure Moschino’s place in high fashion, in an ever increasingly competitive industry. Moschino is currently, comfortably situated in the luxury fashion market; with some arguably bank breaking garments, it takes a fairly hefty price to look this comically classy. It’s playful approach to fashion keeps the brands general image feeling fresh-faced and leaving consumers intrigued for more.

C B

hosen

rand 5

oschino’s brand identity is that of an

undoubtedly individualistic nature. Witty, mildly humorous collections keep this brand very much

present in the media’s eye and ever popular with it’s

sense of exclusivity with its luxurious status, it’s bold,

embrace pop-culture in a way which allows access to a

The brand name ‘Moschino’ is a statement piece of

amusing clothing” that was still “flattering” to the

iconography itself, and is frequently used to endorse

figure. These qualities were displayed in the 1988

logo-heavy garments in different collections.

cotton and polyester bra dress, constructed of “black

Furthermore, the brands logo is reflective of the values

petticoat with twenty bras”. As well as the tag line ‘I

as to which Moschino wishes to project. As highlighted

feel’, the youthful (NewYork The Cut, n.d.) ‘Cheap &

by Radovic (2011) a simple, “bold” capitalized logo

Chic’ “diffusion line” set up by Franco Moschino in

consisting of the brands name is used in varying

1988 highlights the eccentric and unique quality that

colours, “depending upon the needs” and style of the

Moschino has to offer. It’s an important reminder that

garment- for example, gold, black and red are all

fashion can be fun and exciting. Playing with different

popular reoccurring themes.

concepts, Moschino brings to life the imagination of

desired target audience. Whilst Moschino may offer a elaborate and seemingly care-free attitude seem to wider audience.

Moschino was known for his “provocative and

An iconic, classic red heart, which is partially

symbolic to the brands identity, also adorns products

bag shapes, or patterns and prints on actual garments.

are drawn from an appreciation of the Surrealism Arts

this claim through her analysis of the Moschino 1996

such as perfume packaging, provides inspiration for It can be suggested that a lot of Moschino’s concepts movement in the 1920s. Faulkes (2010, p.185) supports

our youth and the magical bold colour palettes are just an extra indulgence into the tongue-in-cheek themes that are hard not to be captivated by.

BRAND

IDENTITY

melted chocolate bag, claiming that it “has a classic shape but the surreal motif of luxurious melting

chocolate”.

Furthermore, Faulkes (2010, p36) believes that

BRAND

EXTERNAL IMAGE

CONSUMER

BRAND. EXTERNAL IMAGE. CONSUMER.

BRAND CONSUMER

It takes someone with a certain level of eccentricity and confidence to wear and work Moschino and these consumers can be heavily influenced by advertising For any brand within an industry, identifying a and marketing strategies used. specific desired group to target is fundamental in order to maximize potential sales and profit. For Moschino, it’s brand consumers are a key driving force behind the inspiration behind each seasons collections. Jeremy Scott’s concepts are often in relation to controversial hot topics drawn from sources such as social media. Through the adaptation of serious or current issues, Moschino’s ironic approach draws in the attention of consumers who are not afraid to push the boat out with regards to making a statement. Celebrity endorsement has also been a popular choice of both consumer and a means of promotion for current creative director, Jeremy Scott, including collaborations with the likes of pop-singers Miley Cyrus and Rita Ora. In a recent interview between CPP-Luxury (2015) and Moschino CEO Alessandro Varisco, it was stated that since the introduction of Jeremy Scott as the brands creative director, “the target consumer has completely changed’. Whilst past years saw the targeting of adults within the age range of “40-45-year-old consumers”, ranges now start with appeal from “18 years for the most affordable items such as logo t-shirts and accessories”- such as they’re playful, statement phone cases. This highlights Moschino’s efforts to re-engage with their urban, upper-class consumer’s adolescent, care-free attitude and Jeremy Scott continues to carry this notion forwards into his most current collections.

Photography ANNABEL LINDSAY

BRAND

POSITIOINING Photograph Annabel Lindsay. Photographed in Selfridges London.

“The line was inspired by prescription drugs… it has drawn fervid criticism for making drugs look cool, funny and chic”

ESSENCE. ATTRIBUTE. POSITIONING.

ith regards to the level of

brand positioning, Moschino is

situated amongst other prestigious fashion houses as a luxurious, high

end brand. Ultimately, a brand would theoretically aim to position itself somewhere in a niche market in order to attract customers to it’s

unique choice and offering of products or services. According to Bueno, B & Jeffery

S (2014, May 6) “brand positioning is the process of positioning your

brand in the mind of your customers”, with the idea to

dominate a certain sector within the brands chosen market area. For

controversial fashion brand Moschino, it can be argued that the

brands position lies with attracting the eccentric high profile consumer,

and to draw in and captivate the

However, it’s emotional selling point can occasionally stir up unwanted negative attention. Moschino’s mild and almost ‘brush-off’ response to provocative social commentary has lead to the creation of such controversy as focused around the Moschino ‘Capsule Collection’ for Spring/Summer 2017. Morgan, E (2016) claims that “The line was inspired by prescription drugs. On sale in upmarket US department stores, it has drawn fervid criticism for making drugs look cool, funny and chic”.

attention of it’s quirky audience.

With regards to Moschino’s relative positioning it’s most

obvious competitors include the likes of Miu Miu and Versace,

whom both also play on bright, vivid, bold designs and prints to make an individualistic statement. Moschino’s occasional media

With claims for an inconsiderate

controversy can very much be

lack of sensitivity to modern drug

linked back to it’s USP (unique

abuse related problems, this

selling point) and ESP (emotional

collection has triggered emotions

selling point). Looking at it’s USP

perhaps not in the way that Jeremy

and function, Moschino arguably, is

Scott would’ve hoped this

the dominant house when it comes

collection to be perceived.

to making comical fashion looking classy and glamorous.

Fortunately, Moschino’s ability to play on our nostalgic heart strings, as through Moschino’s Barbie based Spring 2015 ready-to-wear collection, enables any unforeseen drama to be efficiently overshadowed and suddenly the fashion world is back in awe and ready to see what Moschino will turn out next.

BRANDING COMMUNICATIONS MIX ADVERTISING. PR. PERSONAL SELLING. SALES PROMOTION.DIRECT MARKETING. SOCIAL MEDIA.

Photography Annabel Lindsay Photographed in Selfridges London

MX I

MOSCHINO

COMMUNICATION S

communications

he vitality of communications can not go

unacknowledged in todays globalised and

interconnected world. This is especially true in the business world of fashion. To maximise sales

and profit, it is crucial that a brand is able to promote their collections in the most effective

PHOTOGRAPHED BY ANNABEL LINDSAY

ensure the communication methods chosen by a brand are the most suitable for that brands needs.

way. Consideration of the consumer helps to

Advertising. Public Relations. Personal Selling. Sales Promotion. Direct Marketing. Social Media.

A/W 2016 MOSCHINO MILAN RTW F/W 2016 BURNT DRESS. PHOTOGRAPHED BY ANNABEL LINDSAY.

THE ADVERTISING F/W 2016 “… AN OXYMORONIC JUXTAPOSITION BETWEEN THE LUXURIOUS GLAM OF MOSCHINO, AGAINST A CONTRASTING URBAN, CHAOTIC, RIOT BASED BACKDROP”

oschino adopts a

varying range of advertising strategies to promote its collections and products. TV advertisements are a popular

In many aspects, this is a visual representation of the

choice for promoting their

rebellious attitude that Franco Moschino, Rosella

bespoke fragrance collection

Jardini and Jeremy Scott all aimed to capture within

including the playful ad

their designs. As mentioned on the Moschino website

campaigns for the 2014

2016), the collaboration of “creative director Jeremy

summer fragrance Pink

Scott, photographer Steven Meisel and stylist Carlyne

Bouquet, and the Cheap and

Cerf De Dudzeele”, allowed for a collective of raw

Chic ‘Chic Petals’ fragrance.

talent and out of the box genius. Hence leading to the

As would be expected by any

vividly twisted finished series of advertisements- as

major fashion house,

shown via the coordinating images.

Moschino’s advertising

Even Moschino’s previous S/S 2016 ad campaign

campaigns are commonly incorporated in issues of dominating editorial fashion magazines including the likes of ELLE UK and Vogue. LThe Fall/Winter 16 advertising campaign features

adopts a playful take on the features of everyday life.

As featured on the official Moschino website (2016), the hashtag “#CARWASHCOUTURE!” was used on to promote this captivating collection of slogan heavy ready-to-wear garments, featuring iconic products such as traffic cone inspired, knee-length wet look boots.

an oxymoronic juxtaposition between the luxurious, highly exaggerated glam of Moschino, against a contrasting urban, chaotic, riot based backdrop.

I LOVE MOSCHINO

I LOVE MOSCHINO I LOVE MOSCHINO

I LOVE MOSCHINO

I LOVE MOSCHINO I LOVE MOSCHINO

I LOVE MOSCHINO

I LOVE MOSCHINO I LOVE MOSCHINO

I LOVE MOSCHINO

I LOVE MOSCHINO 14

I LOVE MOSCHINO

RITA ORA/ MILEY CYRUS / KATY PERRY / ARIANA GRANDE

“Pop-culture is certainly a re-occurring theme with Moschino”

KARTY PERRY

ARIANA GRANDE

JEREMY SCOTT

oschino has a high celebrity profile, with the likes of Katy Perry, Miley Cyrus, Paris Hilton seen wearing bold, courageous Moschino gets ups, celebrity endorsement and collaborations appear to be a popular communication choice. Rita Ora has been a popular choice for current creative director, Jeremy Scott. Rita has been spotted wearing Moschino not only out and about in ready-to-wear garments, but also in her own work, including her ‘I Will Never Let You Down’ official music video on YouTube. Pop-culture is certainly a reoccurring theme with Moschino and its strategic use of celebrity collaborations and endorsement all act as further communication methods in promoting its high fashion, luxury retail experience and collections.

EMBRACING CELEBRITY CULTURE

PUBLIC RELATIONS

RITA ORA

JEREMY SCOTT CREATIVE DIRECTOR

“A MONOCHROMATIC THEME AND SMOOTH SURFACES PORTRAY

Moschino works on both a brand to brand (B2B) and brand to consumer (B2C) basis. In store experiences, such as that which can be found on Conduit St Mayfair, London, offer personal one on one experiences with fully trained sales assistants. Staff at Moschino are knowledgeable in Moschino’s history, brand image and offer excellent advice on how to successfully style consumers in the most current, occasionally outrageous Moschino products. In a desire to spread this experience further globally, Moschino very recently opened it’s first ‘pop-up’ store in Hong Kong- a growing fashion capital as

PERSONAL SELLING SLOGAN HEAVY // FASHION FORWARD

ELEMENTS OF STYLISH AND CONTEMPORARY SEAMLESSLY”

documented by City Life magazine (n.d.). The article describes that the brands name adorns a vast “white wall with a charcoal-colored floor”. A monochromatic theme and smooth surfaces portray “elements of stylish and contemporary seamlessly”. Offering up another youthful element, the iconic Moschino Toy teddy is placed in the shop window alongside the latest fashion pieces from Milan. In celebration of this sophisticated popup store, Moschino offered up the chance to purchase three limited-edition items, including a logo backpack, and care label bold, print t-shirt or jumper.

SALES PROMOTION

eremy Scotts adaptations of pop-

culture, such as the aforementioned fast food references and SpongeBob Squarepants inspired collection, has seen the emergence of an increasingly successful and profitable era for the brand. Due to it’s brand positioning, your standard ’buy one get on free’ deal is both inappropriate and useless for such a high end, niche market. However, through signing up to an

According to the Moschino website (n.d.),

account on the official Moschino

customers who sign up will

website (Moschino.com), a consumer

have their brand loyalty

can expect to be a recipient of the

rewarded by being able to

features of Moschino’s loyalty schemes.

receive Moschino’s “exclusive newsletter…”, save their favourite items, “shop faster” and check their orders and returns. Building up such a rapport with it’s consumers, and offering exclusive sales promotions and the most up to date Moschino information, allows for a sense of exclusivity. In turn, this direct marketing strategy helps to ensure that consumers keep coming back to Moschino and feel considered within the running of the brand as a business as well as a style service.

“Jeremy Scotts adaptations of popculture… has seen the emergence of an increasingly successful and “profitable era for the brand” profitable era for the brand” 17

Instagram Tiles via MOSCHINO INSTAGRAM

SOCIAL MEDIA

social MEDIA Instagram. Twitter. Blogs. Websites. Snapchat. Facebook. YouTube.

oschino has never been one to shy away from the camera or spotlight, and takes no different an approach towards social media. Arguably now one of the largest and most relevant promotional platforms, posting on almost a daily basis, Instagram appears to be an underlying fundamental tool used by Moschino, in order to access a mass online following. With an impressive 3.8 million followers on Instagram and 346k Twitter followers, Moschino continues to embrace popular millennial technology to keep both current and in connection with it’s more youthful, fresh-faced fan base. Acknowledging the ever growing importance and opportune that social

media provides Moschino launched its mobile site allowing consumers to ‘browse runway looks… watch videos...share their branded activities with friends via social media’, as documented by Hutzler, K (2011). Ensuring that loyal existing consumers were kept in the loop, emails were sent out to newsletter subscribers, enabling them to be amongst some of the first to learn of Moschino’s next bold step into the world of social media. Today, Moschino continues to use social media and a growing interconnected, mobile world, to broadcast ‘in the moment’ updates about it’s work, collaborations, inspiration and upcoming collections.

#MOSCHINO

MOSCHINO

BIBLIOGRAPHY

REFRENCES [1] The Fashion Spot. Baitz.A (2014, February 21). Moschino Serves Up an Ode to Pop Culture for Fall 2014 (Runway Review). Report front cover image retrieved from http://www.thefashionspot.com/runway-news/378373-moschino-fall-2014-runway-review/#/slide/1 [2] Logo Share (n.d.). Moschino logo on front cover retrieved from http://logo-share.blogspot.co.uk/2014/09/moschino-logo.html [3] #thecloset. Howard G (2015, November 9). Would you buy a fragrance that’s packaged as a cleaning product? [Blog post]. Image of Fresh Fragrance bottle retrieved from http://thecloset.hitthefloor.com/style/would-you-buy-a-fragrance-thats-packaged-as-a-cleaning-product/ [4] Dreamstime. Darrenw (n.d.). Stock Photos: Blue gel retrieved from https://www.dreamstime.com/stock-photos-blue-gel-image376643 [5] Clipsart.co (n.d.). Red Paint Splatter Clip Art Clip Art Car Pictures. Retrieved from http://cliparts.co/clipart/154135 [6] Wear This To That (2014, February 2017). Donation Car Wash illustration. Retrieved from http://wearthistothat.com

[8] Carrara G. (n.d.) lovetoknow. Franco Moschino. Retrieved from http://fashion-history.lovetoknow.com/fashion-clothing-industry/fashiondesigners/franco-moschino [9] NewYork The Cut (n.d.). Moschino Label Overview. Retrieved from http://nymag.com/thecut/fashion/designers/moschino/

[7] Mairanny (2014, September 14). Moschino Black/White trend inspired by @jadorefashionn outfit [Blog post]. Illustration retrieved from http://mairanny.com/2014/09/14/black-and-white-moschino/

[10] Bloomberg (2016, November 11). Textiles Apparel and Luxury Goods Company Overview of Moschino S.p.A. Retrieved from http://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=46431303 [11] Radovic K (2011. September 18). Branding Magazine: Moschino. Retrieved from http://www.brandingmagazine.com/2011/09/18/moschino/ [12] Fiona Ffaulkes. (2010). How To Read Fashion: A crash course in understanding styles. Herbert Press: London. Pg.185. [13] Fiona Ffaulkes. (2010). How To Read Fashion: A crash course in understanding styles. Herbert Press: London. Pg.36. [14] NewYork The Cut (n.d.). Moschino Cheap & Chic: Label Overview. Retrieved from http://nymag.com/thecut/fashion/designers/moschinocheap-chic/ [15] Aleksander (2014, December 5) Hawt Celebs: Miley Cyrus at Jeremy Scott and Moschino Party in Miami. Series of Miley Cyrus retrieved from http://www.hawtcelebs.com/miley-cyrus-at-jeremy-scott-and-moschino-party-in-miami/ [16] We Heart It. Eva Gou (n.d.). Rita Ora; SpongeBob dress retrieved from http://weheartit.com/entry/group/54988949 [17] CPP-Luxury: Business of Luxury (2015, May 8). Moschino, a positive future outlook retrieved from http://www.cpp-luxury.com/moschinoa-positive-future-outlook/ [18] Bueno, B & Jeffery S (2014, May 6). The Cult Branding Company: How to Create Strong Brand Positioning in Your Market. Retrieved from http://cultbranding.com/ceo/create-strong-brand-positioning-strategy/ [19] Morgan, E (2016, October 14). The Guardian: Why Moschino's pill-themed collection is causing outrage. Retrieved from https://www.theguardian.com/fashion/2016/oct/14/why-moschinos-pill-themed-collection-is-causing-outrage [20] Moschino (n.d.). Sign In: New User. Retrieved from https://www.moschino.com/bh [21] Moschino (2016, June 7). MOSCHINO FALL WINTER 16 Ad Campaign. Retrieved from https://www.moschino.com/worldof/moschino/gb/ad-campaign/fall-winter-16/ [22] City Life: The Visitors guide to Hong Kong (n.d.). Moschino first pop-up store opens in Hong Kong retrieved from http://hkcitylife.com/index.php?route=product/product&path=109_148_149&product_id=1585 [23] Hutzler, K (2011, July 21). Luxury Daily: Moschino employs new branded channels to promote mobile efforts. Retrieved from https://www.luxurydaily.com/moschino-goes-mobile-with-new-optimized-site/ [24] SWATCH (n.d.). Thankyou Jeremy Scott. Image of Jeremy Scott retrieved from http://thankyoustudio.com/cases/swatch-jeremy-scott/ [25] OSGIRL Pinterest. (n.d.). Ariana Grande wearing Moschino Fall/Winter 2015 Capsule Collection. Retrieved from https://uk.pinterest.com.pin/434667801513548531 [26] Hercoralcloset.com Pinterest (n.d.). https://uk.pinterest.com/pin/31525204263830809/