Magpayo • Murtazina • Passiani • Cullman
B R A N D O V E RV I E W • Alexander McQueen is a luxury British brand founded by designer Lee Alexander McQueen in 1992. • The designer described his brand as “Romantic, Feminine & Contemporary.” • Has 39 physical stores worldwide as well as an online store; products are also found in 11 department stores. • First brand to enter the online marketplace in 2008. • Has a lower-priced ready-to-wear and accessories line called McQ. • Sarah Burton was appointed Head of Design for womenswear in 2000 and named Creative Director in 2010, after McQueen’s death.
• Launched 1st ad campaign & was named VH1/ Vogue Revolutionary Designer of the Year
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• Alexander McQueen opened its first store in Beijing with a runway show • Michelle Obama wore Burton’s red and white ballgown to state dinner
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• First E-commerce launched in the UK. • McQueen Died & Burton took over as creative director • Burton debuted 1st RTW collection
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• The company launched a lower-priced ready-to-wear and accessories line for men and women called McQ
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• Sarah Burton joined McQueen Team at the studio • Launched 1st small collection of menswear • LVMH appointed McQueen to helm Givenchy.
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• Showed controversial collection “Highland Rape” that aimed to empower women
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• revealed first collection
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• Enrolled in Central St. Martins Design College in London and met Isabella Blow of British Vogue
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HISTORIC TIMELINE
M I S S I O N S TAT E M E N T
“I want to empower women. I want people to be afraid of the women I dress.’’
P E R C E P T UA L M A P
HIGH PRICE
LIGHT AESTHETICS
DARK AESTHETICS
LOW PRICE
CUSTOMER PERSONA Name: Emily Wilde Age: 35 Location: London, UK Occupation: Co-curator at Tate Modern Education: Central Saint Martins with an MA in Art History Marital Status: married to real estate developer Income: $150 000 / $400 000 joint income + net income VALS: Experiencer Brands: Saint Laurent, Givenchy, Apple Interests: Emily was born and raised in London. She was always interested in art and when she was little she dreamed about becoming an artist and just travel around on a motorcycle. As years passed, she got into art dealing industry but she never lost passion for adventures; therefore, her favorite vacation is safari trip in Dubai or snorkeling in Polynesia.
INTERLINKED Alexander McQueen Interlinked is a sustainable brand extension, committed to 100% sustainable sourcing, production, and manufacturing. The Interlinked Collection will be produced twice a year, in a limited quantity as a contribution to the slow fashion movement. Proceeds from the collection will go towards the development of sustainable initiatives in fashion industry.
P R I C I N G S T R AT E G Y
The Interlinked Bag Retail = $2,010 Markup = 86% Cost = $281.40 Soda tabs are sourced from a partner recycling facility
P R I C I N G S T R AT E G Y direct pricing
AM Small Bucket Bag
AM The Interlinked
AM The Bucket Bag
AM Jewelled Satchel
$1,990
Bag
$2,240
$3,290
$2,010
P R I C I N G S T R AT E G Y competitor pricing
Alexander Wang
Alexander McQueen
Saint Laurent
Givenchy
Roxi Mini Cage Bucket
The Interlinked Bag
Vicki Medium in Matelasse
Small GV3 Bag
$695
$2,010
$2,590
$2,990
P R O M O T I O N A L M AT E R I A L S
A D V E RT I S I N G
SOCIAL MEDIA
WEBSITE
W I N D O W D I S P L AY
BEHIND THE SCENES
BEHIND THE SCENES
SOURCES https://www.alexandermcqueen.com/us http://michellepoku.blogspot.com/2015/09/ch-1-overview-of-marketing-brief.html https://www.biography.com/fashion-designer/alexander-mcqueen
CREDITS Photography : Julia Blandford Make-up Artist : Lesley Cullman Model : Taylor Loyd