Vivienne Westwood
Carissa Hanley / FASM 311 / Betancur
Vivienne Westwood // Rationale
Vivienne’s Vineyard will be a pop up runway experience strategically placed in garden wineries in Europe to showcase the drop of a new floral inspired bridal collection. The winery will showcase the new production ‘Westwood Red’ which is a brand extension into wine- a sweet red with floral aromas. This will allow the brand to exclusively showcase the new collection as well as test the market for a potential extension before fully committing to a production line for Westwood Red.
Vivienne Westwood // Brand MISSION “You have a more interesting life if you wear impressive clothes� Vivienne Westwood was founded to bring punk and new wave aethetics to the mainstream fashion wear. Westwood let the clothes speak for themselves, as independent designs and as her own statements of culture. This idea that she uses her clothing as a statement of her own is a motif consistent throughout her time as a designer.
Vivienne Westwood // Brand Positioning High Fashion Clothing and Accessories Vivienne Westwood is a high functioning fashion house that produces a wide range of products from denim to bridal to handbags. All designs are based on a specific Westwood punk/ new wave vision that is consistently portrayed throughout the branded elements. Since 2005, Westwood has also been a contributer to polital and sustainibility causes. Showcased special limited edition designs are brought to public attention to create awareness and aid in funding to different causes, such as the T-shirt design launched in September 2005 which was a campaign defending habeas corpus.
Brand Positioning Luxury Brand
Vivienne Westwood Red Label
Premium Brand
UK Presence
International Presence
Vivienne Westwood Gold Label
Vivienne Westwood // Consumer Profiles
Carrie Evans AGE: 25 INCOME: 65,087 EU a year ($75,000 USD) JOB: PR Coordinator LOCATION: Bordeux, France HOBBIES: Recently Enagaged- searching for the perfect wedding dress Enjoys the outdoors and floral arragements Avid wine drinker in the evenings after a long work day Fashion-Enthusiast
Consumer Profiles
Miranda Hankins AGE: 36 INCOME: $401,000 a year JOB: Plastic Surgeon LOCATION: Oak Ville, Califonia HOBBIES: Married to Michael for 10 years with no formal wedding, now with enough funds is planning her dream wedding to the love of her life Enjoys Reading romance novels on the porch Painting Traveling Loves Vivienne Westwood
Consumer Profiles Gemma Collins AGE: 32 INCOME: 156, 892 EU a year ($180,800) JOB: Stockbroker LOCATION: Cornwall, England, UK HOBBIES: Finding the best wedding dresses around the UK for her sister’s wedding Likes Financial Budget Allocation Spreadsheets Private Events Not a fashion follower but tends to be in the right place at the right time
Vivienne Westwood // Marketing Strategy MARKETING Westwood’s marketing has always implemented her stylistic somewhat erotic viewpoint to get customers to look further into the brand. The goal is stay true to the punk aesthetic but have a new feminine bridal aspect to it that also implements the wine bottle subtely. The vision of the event is to be exlusive but largely talked about. One article will be written with small advertising in Bridal Magazine UK. Invitations can be requested through Westwood’s website. Each event will host near 1000 guests. The hope is that guests will talk about it to others and the requests will go up.
Vivienne Westwood // Marketing Message MESSAGE Vivienne’s Vineyard Pop-Up Runway Experience aims to showcase new designs and innovations within the brand and bring an exclusive experience to customers Drink and shop, but not at the same time! #ViviennesVineyard #WestwoodWines
Vivienne Westwood // Location Analysis
Since 1989, Camel Valley has been producing sparkling wines in Cornwall. In 2011 and 2012, Camel Valley received the trophy for Best Sparkling Rose in the World at the Bollicine del Mondo in Verona. There are daily tours during the week and every Wednesday evening there is an extended tour and tasting session. They also own picturesque cottages that are availible for rental.
Dating back to mid 13th century, Chateau Ducru Beaucaillou is one of the oldest wineries in Bordeaux. With over 185 acres of vines and well drained gravel, beaucaillou means “beautiful stones.” The space is planted with 70% Cabernet Sauvignon and 30% Merlot. Some vines dating back to 1918! Designed by famous Parisian architect Paul Abadie, this Bordeaux Chateau is so iconic that it graces the wine’s label.
At Badia a Coltibuono, you won’t just be served a glass of wine, you will learn about the passion and innovations behind that wine. An old monastery from the 11th century with extraordinary architecture. A charming destination on the hillside of the Monti del Chianti, is reached via roads filled with special emotions. Easily accessible it is a place that will leave an unforgettable impression.
Vivienne Westwood // Store Analysis PRODUCTS: Wedding Dresses: Price Upon Request Veils: $3,500-6,500 Gloves: $500-900 Westwood 750 ml bottle (limited production): $74.99
Vivienne Westwood // Inspiration
Inspiration
Vivienne Westwood // Floor Plan Idea
Vivienne Westwood // Floor Plan
Vivienne Westwood // Renders
Outdoor SpaceRunway
Garden View
Gowns Deck
Wine Garden Renders
Vivienne Westwood // Billboard Mock
A New Taste of Elegance #ViviennesVineyard #WestwoodWines
Vivienne Westwood // The App
Vivienne Westwood // Vivienne’s Bridal Vineyard