Marketing mix

Current products, services and USP

The products are haute couture, ready to wear, bridal, eyewear, accessories and fragrances. The brand ensures that there is high quality using expensive materials and elaborate, elegant designs.

The packaging is minimum, the brand’s logo is surrounded by a box, a classic format. However on the website i could not find any extra information given on services offered or warranties on purchases. It was difficult to find any other information on the products.

Clicking on a product from the brand’s website informs the customer of the nearest store or the option to add it to a wishlist. The brand uses cost-plus as a pricing method. The labour, materials and overhead costs are all added to the costs, significantly so with the haute couture as the customer is also paying for the exclusivity.

A skimming strategy (high price) is used because the brand is offering new and unique that the customer won’t find anywhere else unless it’s a similar style. Elie Saab has recently branched into fragrances reaching to a new audience who buy perfumes and can afford the line.