Marketing research report: Lanvin Hilda Kosunen, Iida Alho, Tam Ho, Samuel Pliego, Jackson Shaw MKTG 470 – S05 Table of contents 1. Background and research objectives 1.1 Background and problem identification 1.2 Marketing problem: Branding and misconception of the target market 1.3 Marketing research objectives 1.4 Relating objectives to research problem
2. Executive summary 3. Methodology 3.1 Sampling strategies 3.2 Possible errors 3.3 Internet survey strengths and weaknesses 3.3.1 Strengths 3.3.2 Weaknesses 3.3.3 Non-probability convenience sampling 3.4 Nonprobability and probability sampling
4. Findings 4.1 One-way frequency tables 4.2 Two-way frequency tables 4.3 Correlation and regression models 4.4 Key findings
5. Conclusion and recommendations 6. Appendix 6.1 Questionnaire 6.2 Codebook 6.3 SPSS file 6.4 Percentages and means 6.5 Data Analysis 6.6 References 6.7 Emails
1. Background and research objectives 1.1 Background & problem identification Lanvin is a high fashion house established in 1889 by Jeanne Lanvin in Paris, France. The brand is the oldest fashion brand in France, and is known for its feminine design with elaborate trimmings, embroidery in clear, light and floral colors (Business of Fashion, 2018). Today, this privately owned company offers exclusive clothing and fragrances for both men and women. Lanvin struggles to compete with brands owned by luxury groups like Kering and LVMH, who own most its main competitors. Lanvin is positioned in high-end luxury and targets high income consumers globally aged 20 to 45 - however, hypothetically the current product offering can be perceived to target the elderly and less savvy segments. The purpose of this research is to determine the marketing problem that causes the major business problem: decline in revenues. Since 2014 the Lanvin’s revenue has had a significant downturn dropping from 250m annual revenue to 96.9m (Denis, 2017, Friedman, 2015). Since ex-lead designer Alber Elbaz’s 2015 leave, the brand has developed serious financial struggles (Montes, 2018). Place: Lanvin is high fashion brand which is well known globally with stores around the world Price: Premium, starting with the lowest of €700 and highest of €4,000. Product concept: Smart off duty casual and high end French fashion and Couture.
Promotion (positioning): Campaigns, fashion shows, social media, website, celebrity endorsement, traditional media such as magazines and PR. Targeting: Premium segment: men and women aged 20 to 45. Hypothesis: Lanvin’s decline in sales is caused by branding bias and the brands misunderstanding of the target market.
Source: Denis, 2017. Friedman, 2015. 1.2 Marketing problem: Branding and misconception of the target market a. b. c. d. e.
logo designs positioning (perception of the brand) Target market brand promise -> loyalty
Lanvin has a multitude of marketing problems that should be closely considered, however, we will focus on two - the unclear brand image and the brand’s misconception of the target market. Branding refers to the name, term, and symbol that identifies Lanvin from its competitors. The problem seems to take ground from the product offering, and the branding of the product - as Robin Givhan in Washington post (2017) states ‘’Who would want to wrap themselves in a logo that means nothing?’’ This highlights the possible negative effect that the change of the company’s artistic director might have caused to the center of the brand’s existence its product. Since the arrival of the new artistic director Olivier Lapidus, the designs have not reached the wanted phenomenon: emphasis on the logo in the garments has
resulted in less than stellar reviews (Bobila, 2018). Before, the product has been branded to the market with a quirky, tailored and reliable image. Product branding is designed to represent Lanvin’s market identity—who they are, what they do, what kind of quality they provide and their reputation for trustworthiness. Furthermore, the products must meet the demand of target market. In order to enhance sales and strengthen the brand image, Lanvin must offer cohesive and admirable designs.
1.3 Marketing research objectives The purpose of this research can be summarized to the following objectives: a. Define the target market and measure their perceptions in terms of Lanvin’s brand image. b. Define the brand awareness, and covering its positioning in relation to other luxury fashion houses. c. Measuring consumer opinions on the current designs of the brand. d. Measuring whether participants associate the brand logo with the brand. 1.4 Relating objectives to research problem a. The brand struggles to create connection with a wider target audience, whereas its competitors at Kering and LVMH manage to get much more international exposure. Therefore, assessing the brand perceptions of the target market will be valuable in order to understand the complete picture the brand creates with its product offerings. b. Understanding the positioning and generation of brand awareness will help to understand the needed market niche Lanvin needs to address to create a bigger market share. c. Overall brand image and therefore symbolic identification with the brand is crucial in the fashion industry in order to differentiate, therefore measuring the current opinions of the designs and logo will help to define the design principles. d. When understanding the financial abilities of the target market, Lanvin can adjust its product offerings to a specific target demographic, for example creating a bridge brand to get wider exposure. Therefore, understanding the meaning of pricing and targeting in relation to the consumer preferences and abilities is crucial. e. Knowing how a consumer feels when exposed to a brand logo is very important to a brand and how it is perceived. If a logo properly evokes the desired image of a brand, through classical conditioning consumers will begin to associate the brand with the desired image everytime they are exposed to the logo. A memorable, simple brand logo is a very valuable asset. If consumers are not able to relate a brand to a brand logo easily then a significant marketing issue is present. f. All product designs should relate to a cohesive brand image. It is unwise to stray from this position/image because valued consumers will be disillusioned, confused when they’re expectations are unmet.
g. Measuring attitudes toward a brand is very useful in knowing where a brand is perceived to stand in the market and if prior marketing has been effective in reinforcing the desired brand image/position. Knowing consumer attitudes will bring to light whether a brand needs to change marketing methods, and if so how to change them to produce a desired result. h. Understanding where Lanvin stands in a marketplace in consumer minds in relation to its competition is essential to understanding Lanvin’s positioning and whether the brand's points of difference are properly being communicated. Marketing research information helps us know more about customer experience, how they feel about the brand and products. Knowing what the customer wants and what they expect to see in products will give the insight to help to create a change to satisfy the target market. Hypothetically, Lanvin is having trouble because of their product offering that does not fascinate customers alongside with lack of promotional creativity. Furthermore, the current targeting and positioning strategies are insufficient with the lack of detail on pricing. 2. Executive summary We chose to analyze the oldest French fashion house Lanvin, and the reason why it is struggling to compete with brands owned by luxury groups like Kering and LVMH, that own most of Lanvins main competitors, such as Chanel, Gucci or Balenciaga. Lanvin is positioned in the high-end luxury market and targets high income consumers globally. The purpose of this research is to determine the marketing problems that causes the business problem, which is the decline in revenue. The objective is to see how much branding affects image of Lanvin on the eyes of their target market. Additionally, we looked at whether or not the logo identifies with the brand image and does the participants associate the designs with the brand. The findings reveal that brand image is crucial in the fashion industry in order to differentiate from the competition, therefore measuring the current opinions of the designs can help to define the design principles. We wanted to compare the perception of Lanvin with competitors in the same marketplace in order to define the current brand awareness and positioning of the brand. 3. Methodology Lanvin is a global high-end luxury brand that targets premium clientele ages 20 to 45. Having said this, the sampling frame for this specific brand are the existing and potential customers. In order to screen the people that are not familiar the brand the survey consists a screening question in the beginning. However, this provides us valuable information about the brand awareness among the respondents. The survey will be conducted online in order to gain a global pool of respondents. 3.1 Sampling strategies In order to gain the full understanding of the current business problem, we will approach this survey by using an online platform and smaller sample size among fashion conscious consumers. The niche and target market of Lanvin is tech savvy and up-to-date and this will ease our process towards analyzing the data. Taking the
survey will not take more than ten minutes in order to keep the attention of the participants. Ideally we will reach a minimum of fifty global participants. Reaching our participants: ● https://csulb.qualtrics.com/responses/#/surveys/SV_9WDjozGb4EcquI shared in social medias and other mediums such as email 3.2 Possible errors There is a range of errors that might occur whilst conducting the study. The chance of sampling error occuring is more than a possibility as it almost unavoidable, especially considering that are survey is a non-probability sample. This means that our sample is not representative of the population. This leads a researcher to assume conclusions and correlations are not trustworthy. Our sampling method is considered to be a convenience sample which is when a researcher samples whatever proponents of the population are easiest and most convenient. This would lead a researcher to believe even further that the results aren’t trustworthy. There is also possibility for non-response error, if the respondents answering are busy, or are not interested enough to answer the questions properly. In addition, respondents may accidentally answer questions wrong or be subject to bias due to peer pressure or any other outside factor. Furthermore, respondents may not fully understand the wording of the questions as words mean different things to different people. There is also a possibility that a high refusal rate occurs, since people tend not to take part in surveys without incentive in the face of their very busy lives. The three components of survey research are as follows: everyone has an equal chance of being selected, the sample is random and everyone has access. However, everyone might not have the equal chance and access, if the survey is distributed in insufficient mediums. 3.3 Internet survey strengths and weaknesses 3.3.1 Strengths ● Ease of Data Gathering ○ The Internet is a vast virtual world that connects all kinds of people from around the globe. For this reason, a survey that requires a hundred or more respondents can be conducted faster via the Internet. The survey questionnaire can be rapidly deployed and completed by the respondents, especially if there’s an incentive that is given after their participation. ● Minimal Costs ○ Traditional survey methods often require you to spend thousands of dollars to achieve the optimal results. On the other hand, studies show that conducting an Internet survey facilitates low-cost and fast data collection from the target population. Sending email questionnaires and
other online questionnaires are more affordable than the face-to-face method. ● Flexibility of Design ○ Surveys can be programmed even if they are very complex. Intricate skip patterns and logic can be employed seamlessly. You can also require that respondents provide only one response to single-choice questions, which cuts down on error. ● Easy to use for participants ○ With an online survey, participants can pick a moment that suits them best and the time needed to complete the survey is much shorter. Since our main target market are of ages 20-40 we belief they would be more comfortable with a survey of this form. ● More selective ○ With an online survey you can pre-screen participants and allow only those who match your target profile to complete the survey. We can narrow our specific target audience by using relevant questions that will apply to them alone. 3.3.2 Weaknesses ● Absence of Interviewer ○ An online survey is not suitable for surveys which ask open-ended questions because there is no trained interviewer to explore the answers of the respondents. ● Survey Fraud ○ Survey fraud is probably the heaviest disadvantage of an online survey. There are people who answer online surveys for the sake of getting some form of incentive after they have completed the survey, not with a desire to contribute to the advancement of the study. ● Length ○ Participants are less likely to stay fully engaged for a survey of more than 8-10 minutes than with other research methods. Meaning that we can’t have a long extensive survey. ● Inaccurate Demographic Data ○ Unlike a study in which the researcher is interviewing a subject, online surveys depend on people to be honest about basic demographic information such as age, gender and race. Since people are not always honest, this can create inaccuracy in the data. ● Technical difficulties ○ Technical problems can affect the user experience, and subsequently the quality, of online surveys. Pages can time out and servers can become overloaded. Surveys can have technical glitches that are not apparent until significant errors begin to show up in the data. Individuals
may be able to submit surveys twice, leading to errors in the data. â—? Sample not representative of the population â—? An inaccurate sample can expose the study to the fact that the sample is not representative of the population, meaning that the law of probability does not apply. 3.3.3 Non-probability convenience sampling Strengths: Inexpensive Less time consuming Quick analysis Weakness: Less reliable information Sample is not random - sampling error 3.4 Nonprobability and probability sampling Probability sampling is a method of sampling that states the all samples of the same population will be approximately equal to the mean of the population (central limit theorem). The procedure must follow the law of probability in which the process must be accessible for all the studied population, every member of the population has an equal chance of being selected and the process must be random. Probability sampling methods include Simple Random Sample, Systematic Sample, and Stratified Sample. Non-probability sampling is a method of sampling in which each member of the population does not have an equally likely chance of being selected. This results a sampling error because the Law of Probability and Central Limit Theorem are not being properly followed (surveys are non-random and unfair.) Non-probability sampling is a good sampling method when resources are limited. Non-Probability sampling methods include Convenience, Snowball, Judgement, and Cluster (area) sampling. 4. Findings (detailed charts and graphics) 4.1 One Way Frequency analysis
Lanvin has struggled after Alber Elbaz was fired in 2015. The traditional fashion house has had since three different designers over four years resulting in a high variance in designs. The horizontal line in the graph represents the perceptions of the target market has towards designs from 2016, 2017 and 2018. As we can highlight from above, the highest score overall is on designs, and the current collection 2018 has the lowest trendiness score. Moreover, the current designer has been criticized to be forgettable, and in high fashion in Couture practicality is rarely considered to be the most important aspect. However, the collection of 2018 is the lowest in both tailoring and trendiness, which are the key aspects of Couture.
Additionally, only 37.5% of respondents agreed that the designs over these three years would be designed by the same designer. This suggests that the designs might lack brand recognition and the brand image is not clear.
When examining the objective 2 - defining brand awareness, covering the positioning in relation to other fashion houses - we compared two big traditional fashion houses: Chanel and Lanvin. As we can see from the graph above, the perception of Lanvin’s brand image is weak compared to Chanel. Over 60% of respondents consider that Chanel has a strong brand image whereas Lanvin has a very spread rate of opinions, overall resulting in weak brand image.
Furthermore, when the respondents were asked to rate their favorite brand among big current fashion houses like Chanel, Gucci and Balenciaga, Lanvin was the least favorite reflecting its position among its competitors. Means between the fashion houses: 1. Chanel mean 35.2 2. Gucci mean 33.1 3. Balenciaga mean 18.6 4. Lanvin mean 12.0
Going further in the analysis, according to respondents, Flower would suit the brand the most as a icon. However, the answers are spread quite evenly, meaning that the brand should not focus on changing the logo. Re-branding is known to be a difficult task to successfully execute, therefore it is not recommended for Lanvin to start changing its logo, as it is its brand core. Answers among respondents: 1. Diamond 22% 2. Flower 30% 3. Mona Lisa 2% 4. Lanvin 20% 5. Retro Lanvin 10% 4.2 Cross tabulation analysis 4.2.1 Do you stick to shopping at the same companies :
Consumers aged 35 to 44 state that 60% of them does not go to the same store while 40% of them would go to the same one. Furthermore, 50% of respondents aged 18 or younger says yes to sticking with the same company while the other 50% say no. 100% of people in the group of 45-54 and 65+ would stick to the same companies that they are used to, and 75 percent of 55-64 year olds would stick to the same company. Overall, there is a high response rate that indicates that shopping at the same companies is important which means that the respondents are brand loyal. The asymptotic significance is .311 which is higher than .05 so this test is not statistically significant. The small sample size might affect the significance level, and therefore cannot represent the population. Conclusion: Most of interviewers would stick to the same companies that they usually shop at, therefore Lanvin should use brand loyalty as a marketing objective.
4.2.2 How strongly do these words represent Chanel’s brand? Brand Image :
None of the interviewers think that the brand of Chanel is weak. 100% of people from in age groups 0-18 and 45-64 think that Chanel’s brand is strong. Additionally, 100% of people in the age of 65 and over say that Chanel’s brand is quite strong. The asymptotic significance is .769 which is higher than .05 so this test is not statistically significance. Conclusion: overall, most of the interviewers think that Chanel is a strong brand. Only 5% of people in 19-24 think it’s neutral. This means that Chanel can be considered as one of the main competitors, threatening Lanvin’s market share.
4.2.3 How strongly do these words represent Lanvin’s brand? Brand image :
50% of 18 or younger respondents think that Lanvin’s brand is quite weak while 50% of respondents say the brand is strong. 100% of people in the ages from 45 to 54 and 65 and over think that the brand is quite strong. Most of people from the age of 25 to 34 and 35 to 44 say that the brad is neutral. The asymptotic significance is .191 which is higher than .05 so this test is not statistically significant. Conclusion: Comparing to Chanel, the brand of Lanvin is not as strong. However, Lanvin can enhance its strength as a brand with cohesive advertising strategies and increase the awareness about the brand image.
4.2.4 Do you think Lanvin’s logo represents its brand image?
100% of respondents in the age group of 18 or younger think that Lanvin’s logo does not represent the brand’s image. However, people in this group do not fully fit to the brands ultimate target market. Only 20% of people in the age groups of 19-24 think Lanvin’s logo does not represent its brand image. 50% of the respondents from age group of 25-34 think logo does represent the brand. Additionally, 100% of the age groups of 35 and older think that the logo represents its brand. This is the ultimate target group. The asymptotic significance is .038 which is lower than .05 so this test is statistically significant. Conclusion: The older demographics think that the logo represents the brand’s image while the younger people do not think the logo does not. However, the older generation is the ultimate target group. We advice Lanvin not to change the logo.
4. 2. 5 Do you buy clothing mostly because you like the design or mostly because of the brand?
Design: 100% of people of 18 or younger, 25-44 and 65+ would buy their clothing because of the design while 100 % of the age group 45 - 54 would choose the brand over design. 20-25% of the age groups from 19-24 and 55-64 would choose the clothes based on the design. The Asymptotic significance is .035 which is smaller than .05 so this test is statistically significant. Conclusion: Most of the age groups would choose to buy clothing based on the design and not pay too much attention to the brand. However, the entire age group from 45 to 54 values brand over the design, meaning that this statistic could be used as an incentive to advertise through branding.
4. 2. 6 How important are the following the following features in a shopping experience for you?
Half of the consumers in the age group 0-18 and 45-54 say the price is unimportant. 100% of the consumers aged 65 and over old think price is important. The asymptotic significance is .176 which is higher than .05 so this test is not statistically significant. Conclusion: The price is the most unimportant (50%) to 0-18 and 45-54 year olds. It is most important to 65 year olds and over. As the ultimate target group for Lanvin is identified as 45-54, it is evident that they have mixed feelings about pricing. Therefore, pricing is not the first incentive we would recommend to be used in marketing efforts.
4.2.7 Have you shopped at Lanvin?
Two highest scores 45- 54 100% and 35 -44 40 % Chi-square value of .146 (higher than .05) and F value of 1.761 (less than 2.0) reveal that there is no significance. However, the result of small sample size might have occured this bia in our analysis. No : 18 or younger 0 % and 65 + 0 % Highest score: age group of 45-55
The target market is between 19-64, highest buying rate is between 45-54 which can be identified as the ultimate target market for marketing purposes.
Additionally, the logo is not perceived positively by 18 and younger (100% said logo does not represent the brand image) whereas 100% of 35 to 65 year old says it represents the brand image.
4.3 Correlation and Regression analysis Hypothesis 1: The more client follows fashion in regular basis (Independent variable) the more the client appreciates the brand in shopping experience (Dependent variable)
There is no significant correlation between these two variables meaning the regular following of fashion would not affect the perception of importance of the brand. This means that there is no relationship between the variables, making the hypothesis invalid and wrong. However, the positive correlation does prove that the more respondents follows fashion on regular basis, the more brand is an important feature in shopping experience.
As mentioned before, there is not significant correlation between these two variables. This argument can be proved by a low F value (1.355 less than significance of 2) and Sig. of .253. A low R square value (.042) reveals that this model does not hold a strong predictive value. As a conclusion, we cannot not predict the consumer behavior from fashion following in relation to appreciativeness of brand. Hypothesis 2: The more people who value the brand most as a part of a shopping experience the more they prefer Lanvin, Gucci, Balenciaga or Chanel. Lanvin:
Chanel:
Gucci
Balenciaga:
From these correlations, it is evident that Gucci has the most correlation in terms of brand as a shopping experience and that contributing to the popularity of the brand. However, the pearson correlation of .420 is not sufficient enough to assume a linear relationship between these two variables: the value is closer to 0 than 1 or -1. This means that the causal relationship does not exist, resulting to the fact that a regression analysis can not be ran and will be statistically insignificant, and that the answers form a scatterplot. It also means that the hypothesis is wrong: brands as a part of a shopping experience do not affect on the popularity of the brand itself.
This regression analysis about between a brand as a vital part of a shopping experience and the brand Gucci shows that the regression analysis is not accurate.
With an R square of .176 it is evident that the variance is high, meaning that the relationship is not strong, and the values vary highly from the regression line. The intercept is 17.529 is high with a slope of 4.509, meaning that when there is no value in brand as a shopping experience (x) there is already a high value in (y) brand popularity, further underlying the fact they do not correlate.This means that the total variation of a brand as a part of shopping experience does not affect Gucci’s popularity. This underlines the fact in relation to Lanvin too - brand as a shopping experience does not reflect the popularity of the brand. Therefore, Lanvin should not use the brand name as a marketing incentive to enhance sales. 4.4 Key findings 1. The ultimate target market of Lanvin is age between 45 to 54, and this age group is ready to pay the premium price. Additionally, this target market buys because of the brand over the design which underlines the importance of branding. 2. Lanvin does not have a strong brand positioning amongst its main competitors and has a weak brand image when compared to another traditional French fashion house, Chanel. 3. The hypothesis of discontinuity of designs holds. Only 37.5% find that all the designs are made by same designer and the key aspects of high end fashion, tailoring and trendiness, are not perceived and communicated by the target market. 4. The logo of Lanvin divides opinions against and for among age groups. When 18 and younger find that logo does not represent the brand, age groups 35 and above perceive the logo as an appropriate icon for the brand. This means Lanvin should not change the logo, because its ultimate target market is 45 to 54. 5. Conclusion & Recommendations After measuring the respondents awareness about the brand, we can conclude that most of people think that Lanvin is not as strong of a brand as its competitors Chanel, Gucci and Balenciaga.The perception against Chanel is extremely weak: where the main aspects of the brand were perceived strongly for Chanel, these aspects were weak for Lanvin. Therefore, we recommend Lanvin to get more market share through various marketing objectives, concentrating on the brand image. It is also evident that most of the respondents perceive Lanvin’s logo positively, including the target market. Our research showed that Lanvin’s customers are in the age of over 35 and the highest buying rate is from the group of people between 45 and 54. However, people in the age of 19 to 24 are also doing shopping at Lanvin. As a result, we recommend that Lanvin should focus on marketing objectives that match the needs of people in the age of over 35. Moreover, the ultimate target group appreciates brand over design, highlighting the importance of branding in the marketing efforts.
Furthermore, our findings indicate that the majority of people would buy clothing based on the design of the products, meaning that design too is an important element of marketing mediums. Moreover, the apparent discontinuity of collections tell about a weak brand image and perception. We advice Lanvin to find a more cohesive line between the collections and concentrate more on trendiness and tailoring that currently have the lowest scores when perceiving the designs.This will then align with the branding, as the products itself do not send mixed signals about the brand. 6. Appendixes (questionnaires, data analysis and references) 6.1 Questionnaire and codebook We are CSULB students that are conducting a survey to learn and understand more about brand awareness. This will help us make improvements to our company’s image and sale. The survey should only take 5 minutes and your responses are completely anonymous. The data will not be used for further purposes or shared with third parties. Thank you for your participation. 1. Have you heard of the brand Lanvin? Please circle your answer. a. Yes (continue the survey) b. No (If not, please do not answer this questionnaire) NOMINAL, MISSING VALUE: 9 2. How do you know about Lanvin? Please circle your answer. a. Magazines b. Friends c. Social media d. Radio e. Other NOMINAL, MISSING VALUE: 9 3. Have you shop at Lanvin? Please circle your answer. a. Yes b. No NOMINAL, MISSING VALUE: 9 4. Do you follow fashion on a regular basis? Please circle your answer. a. Yes b. No NOMINAL, MISSING VALUE: 9 5. Rate each brand by allocating points to each up to 100, with the most points to your favorite. Total must add to 100. Please allocate the numbers on the lines. 5QA Lanvin ___ 5QB Chanel ___ 5QC Gucci ___ 5QD Balenciaga ___ SCALE 6. Where do you shop for clothing? Please circle your answer. 1. High Street Brands 2. High end brands 3. Online
4. Independent / Small clothing companies 5. Other SCALE 7. Do you stick to shopping at the same companies? Please circle your answer. a. Yes b. No NOMINAL, MISSING VALUE: 9 8. Do you prefer to shop through store website or its physical location? Please circle your answer. a. Online b. At the store NOMINAL, MISSING VALUE: 9 9. Do you buy clothing mostly because you just like the design, or because of the brand? Please circle your answer. a. Because of the Design b. Because of the Brand NOMINAL, MISSING VALUE: 9 10. How often do you shop for apparel for yourself? Please circle your answer. a. Once a month or less b. 2-3 times a month c. More than 3 times a month NOMINAL, MISSING VALUE: 9 11.How important are the following features in a shopping experience to you? Please check the box on every item that most represents your opinion.
Very Unimportant
Unimportant
Neutral
Important
Very Important
Q11A Price
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Q11B On-Trend
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Q11C Brand
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Q11D Convenient Location
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Q11E Store Atmosphere
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Q11F Product Quality
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ORDINAL, MISSING VALUE: 9 12. How relevant are the following factors to you when choosing a clothing brand? Please check the box on every item that most represents your opinion.
Very Irrelevant
Irrelevant
Neutral
Relevant
Very Relevant
Q12A Advertising
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Q12B Styles
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Q12C Online Shopping Options
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Q12D Exchange Rate
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ORDINAL, MISSING VALUE: 9 13. Do you think Lanvin’s logo represents its brand image? Please circle your answer.
a. Yes b. No NOMINAL, MISSING VALUE: 9 14. Please allocate points to the lines to every aspect by looking at picture 1 (Spring 2016) below, so that the total adds up to 100. Write your answers on the lines below. Q14A Practicality ___ Q14B Design/ Style ___ Q14C Quality ___ Q14D Tailoring ___ Q14E Trendiness ___ SCALE 15. Please allocate points to the lines to every aspect by looking at picture 2 (Spring 2017) below, so that the total adds up to 100. Write your answers on the lines below. Q15A Practicality ___ Q15B Design/ Style ___
Q15C Quality ___ Q15D Tailoring ___ Q15E Trendiness ___ SCALE 16. Please allocate points to the lines to every aspect by looking at picture 3 (Spring 2018) below, so that the total adds up to 100. Write your answers on the lines below. Q16A Practicality ___ Q16B Design/ Style ___ Q16C Quality ___ Q16D Tailoring ___ Q16E Trendiness ___ SCALE 17. By looking at the three pictures below, would you say that these garments are designed by the same designer? Please circle your answer. a. Yes b. No NOMINAL, MISSING VALUE: 9
1. Spring 2016
2. Spring 2017
3. Spring 2018
https://admin.typeform.com/gallery/workspaces/12049877#/ 18. How strongly do these words represent Lanvin’s brand? (Please think about your experience and perception of Lanvin). Please check the box on every item that most represents your opinion.
Weak Q18A Brand image
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Quite weak
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Neutral
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Quite strong
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Strong
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Q18B Logo
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Q18C Social Equity
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Q18D Recognition
ORDINAL, MISSING VALUE: 9 19. How strongly do these words represent Chanel’s brand? (Please think about your experience and perception of Chanel). Please check the box on every item that most represents your opinion. Weak
Quite weak
Neutral
Quite strong
Strong
Q19A Brand image
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Q19B Logo
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Q19C Social Equity
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Q19D Recognition
ORDINAL, MISSING VALUE: 9 20. Which clothing brand would you feel is closest to Lanvin? Please circle your answer. a. b. c. d. e.
Louis Vuitton Calvin Klein Tommy Hilfiger French Connection Adidas
NOMINAL, MISSING VALUE: 9 21. Suppose Lanvin was deciding on a new brand logo, which of the following would most suit the brands identity? Please circle your answer. a. b. c. d.
Diamond Flower Mona Lisa Lanvin
e. Retro Lanvin Insignia NOMINAL, MISSING VALUE: 9
22. What is your age range? Please circle. 1. 2. 3. 4. 5. 6. 7.
18 or younger 19-24 25-34 35-44 45-54 55-64 65 + NOMINAL, MISSING VALUE: 9
23. What is your ethnicity? Please circle. 1. 2. 3. 4. 5.
White Hispanic or Latino African American Asian/ Pacific Islander Other NOMINAL, MISSING VALUE: 9
Please provide your email address: ____________________________________________ STRING
6.2 SPSS file
6.3 Data analysis Have you heard of the brand Lanvin? Valid
Yes No Total
Frequency 42 8 50
Percent 84.0 16.0 100.0
Valid Percent 84.0 16.0 100.0
Cumulative Percent 84.0 100.0
How do you know about Lanvin? Valid
Magazine Friends Social Media Other Total
Missing
9.00
Frequency 16 14 8 4 42
Total
Percent 32.0 28.0 16.0 8.0 84.0
8
16.0
50
100.0
Valid Percent 38.1 33.3 19.0 9.5 100.0
Cumulative Percent 38.1 71.4 90.5 100.0
Have you shopped at Lanvin? Valid
Yes No Total
Frequency 11 31 42
Missing
9.00
8
16.0
50
100.0
Total
Percent 22.0 62.0 84.0
Valid Percent 26.2 73.8 100.0
Cumulative Percent 26.2 100.0
Do you follow fashion on a regular basis? Valid
Yes No Total
Frequency 36 6 42
Missing
9.00
8
16.0
50
100.0
Total
Percent 72.0 12.0 84.0
Valid Percent 85.7 14.3 100.0
Cumulative Percent 85.7 100.0
Rate each brand by allocating points to each up to hundred with the most points to your favorite. Lanvin Valid
.00 5.00 10.00 15.00 20.00 25.00 40.00 Total
Missing
System
Total
Frequency 1 6 19 5 9 1 1 42
Percent 2.0 12.0 38.0 10.0 18.0 2.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 14.3 45.2 11.9 21.4 2.4 2.4 100.0
Cumulative Percent 2.4 16.7 61.9 73.8 95.2 97.6 100.0
Rate each brand by allocating points to each up to hundred with the most points to your favorite. Chanel Valid
.00 20.00 25.00 30.00 35.00 40.00 45.00 50.00 80.00 Total
Missing
System
Total
Frequency 1 7 1 11 2 11 1 7 1 42
Percent 2.0 14.0 2.0 22.0 4.0 22.0 2.0 14.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 16.7 2.4 26.2 4.8 26.2 2.4 16.7 2.4 100.0
Cumulative Percent 2.4 19.0 21.4 47.6 52.4 78.6 81.0 97.6 100.0
Rate each brand by allocating points to each up to hundred with the most points to your favorite. Gucci Valid
.00 5.00 20.00 25.00 30.00 35.00 40.00 50.00 60.00 Total
Missing
System
Total
Frequency 1 1 2 2 20 1 10 4 1 42
Percent 2.0 2.0 4.0 4.0 40.0 2.0 20.0 8.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 2.4 4.8 4.8 47.6 2.4 23.8 9.5 2.4 100.0
Cumulative Percent 2.4 4.8 9.5 14.3 61.9 64.3 88.1 97.6 100.0
Rate each brand by allocating points to each up to hundred with the most points to your favorite. Balenciaga Valid
.00 5.00 10.00 15.00 20.00 25.00 30.00 40.00 90.00 Total
Missing
System
Total
Frequency 1 3 13 1 15 4 3 1 1 42
Percent 2.0 6.0 26.0 2.0 30.0 8.0 6.0 2.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 7.1 31.0 2.4 35.7 9.5 7.1 2.4 2.4 100.0
Cumulative Percent 2.4 9.5 40.5 42.9 78.6 88.1 95.2 97.6 100.0
Where do you shop for clothing? High street brands Valid
.00 5.00 10.00 20.00 30.00 40.00 50.00 90.00 Total
Missing
System
Total
Frequency 2 2 6 8 7 13 3 1 42
Percent 4.0 4.0 12.0 16.0 14.0 26.0 6.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 4.8 14.3 19.0 16.7 31.0 7.1 2.4 100.0
Cumulative Percent 4.8 9.5 23.8 42.9 59.5 90.5 97.6 100.0
Where do you shop for clothing? High end brands Valid
.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 40.00 50.00 Total
Missing
System
Total
Frequency 1 6 14 2 7 1 3 1 4 3 42
Percent 2.0 12.0 28.0 4.0 14.0 2.0 6.0 2.0 8.0 6.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 14.3 33.3 4.8 16.7 2.4 7.1 2.4 9.5 7.1 100.0
Cumulative Percent 2.4 16.7 50.0 54.8 71.4 73.8 81.0 83.3 92.9 100.0
Where do you shop for clothing? Online Valid
5.00 10.00 20.00 25.00 30.00 35.00 40.00 50.00 60.00 70.00 Total
Missing
System
Frequency 2 5 7 2 12 1 8 2 1 2 42
Percent 4.0 10.0 14.0 4.0 24.0 2.0 16.0 4.0 2.0 4.0 84.0
8
16.0
50
100.0
Total
Valid Percent 4.8 11.9 16.7 4.8 28.6 2.4 19.0 4.8 2.4 4.8 100.0
Cumulative Percent 4.8 16.7 33.3 38.1 66.7 69.0 88.1 92.9 95.2 100.0
Where do you shop for clothing? Independent Valid
.00 5.00 7.00 10.00 15.00 20.00 30.00 40.00 85.00 Total
Missing
System
Frequency 5 2 1 16 2 10 4 1 1 42
Percent 10.0 4.0 2.0 32.0 4.0 20.0 8.0 2.0 2.0 84.0
8
16.0
50
100.0
Total
Valid Percent 11.9 4.8 2.4 38.1 4.8 23.8 9.5 2.4 2.4 100.0
Cumulative Percent 11.9 16.7 19.0 57.1 61.9 85.7 95.2 97.6 100.0
Where do you shop for clothing? Valid
.00 3.00 5.00 10.00 15.00 20.00 30.00 40.00 Total
Missing
System
Frequency 19 1 5 10 1 4 1 1 42
Total
Percent 38.0 2.0 10.0 20.0 2.0 8.0 2.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 45.2 2.4 11.9 23.8 2.4 9.5 2.4 2.4 100.0
Cumulative Percent 45.2 47.6 59.5 83.3 85.7 95.2 97.6 100.0
Do you stick to shopping at the same companies? Frequency
Percent
Valid Percent
Cumulative Percent
Valid
Yes No Total
Missing
9.00
33 9 42
Total
66.0 18.0 84.0
8
16.0
50
100.0
78.6 21.4 100.0
78.6 100.0
Do you prefer to shop through store website or its physical location? Valid
Online At the store Total
Missing
9.00
Frequency 23 19 42
Total
Percent 46.0 38.0 84.0
8
16.0
50
100.0
Valid Percent 54.8 45.2 100.0
Cumulative Percent 54.8 100.0
Do you buy clothing mostly because you like the design or because of the brand? Valid
Design Brand Total
Missing
9.00
Frequency 35 7 42
Total
Percent 70.0 14.0 84.0
8
16.0
50
100.0
Valid Percent 83.3 16.7 100.0
Cumulative Percent 83.3 100.0
How often do you shop for apparel yourself? Valid
Once a month or less 2-3 per month More than 3 times per month Total
Missing
9.00
Frequency 19 18 5 42
Percent 38.0 36.0 10.0 84.0
8
16.0
50
100.0
Total
Valid Percent 45.2 42.9 11.9 100.0
Cumulative Percent 45.2 88.1 100.0
How important are the following features in a shopping experience to you? Price Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 2 7 19 12 42
Percent 4.0 4.0 14.0 38.0 24.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 4.8 16.7 45.2 28.6 100.0
Cumulative Percent 4.8 9.5 26.2 71.4 100.0
How important are the following features in a shopping experience to you? On-trend Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 2 13 18 7 42
Percent 4.0 4.0 26.0 36.0 14.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 4.8 31.0 42.9 16.7 100.0
Cumulative Percent 4.8 9.5 40.5 83.3 100.0
How important are the following features in a shopping experience to you? Brand Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 5 12 18 5 42
Percent 4.0 10.0 24.0 36.0 10.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 11.9 28.6 42.9 11.9 100.0
Cumulative Percent 4.8 16.7 45.2 88.1 100.0
How important are the following features in a shopping experience to you? Convenient location Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 1 9 15 16 1 42
Percent 2.0 18.0 30.0 32.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 21.4 35.7 38.1 2.4 100.0
Cumulative Percent 2.4 23.8 59.5 97.6 100.0
How important are the following features in a shopping experience to you? Store atmosphere Valid
Very unimportant Unimportant Neutral Important Very important
Frequency 1 5 17 17 2
Percent 2.0 10.0 34.0 34.0 4.0
Valid Percent 2.4 11.9 40.5 40.5 4.8
Cumulative Percent 2.4 14.3 54.8 95.2 100.0
Total Missing
42
9.00
Total
84.0
8
16.0
50
100.0
100.0
How important are the following features in a shopping experience to you? Product Quality Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 2 1 15 22 42
Percent 4.0 4.0 2.0 30.0 44.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 4.8 2.4 35.7 52.4 100.0
Cumulative Percent 4.8 9.5 11.9 47.6 100.0
How relevant are the following factors to you when choosing a clothing brand? Styles Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 1 9 12 18 42
Percent 4.0 2.0 18.0 24.0 36.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 2.4 21.4 28.6 42.9 100.0
Cumulative Percent 4.8 7.1 28.6 57.1 100.0
How relevant are the following factors to you when choosing a clothing brand? Online shopping options Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 4 11 14 11 42
Percent 4.0 8.0 22.0 28.0 22.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 9.5 26.2 33.3 26.2 100.0
Cumulative Percent 4.8 14.3 40.5 73.8 100.0
Do you think Lanvin's logo represents its brand image? Valid
Yes No
Frequency 32 10
Percent 64.0 20.0
Valid Percent 76.2 23.8
Cumulative Percent 76.2 100.0
Total Missing
42
9.00
Total
84.0
8
16.0
50
100.0
100.0
How relevant are the following factors to you when choosing a clothing brand? Exchange rate Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Frequency 5 14 14 4 5 42
Total
Percent 10.0 28.0 28.0 8.0 10.0 84.0
8
16.0
50
100.0
Valid Percent 11.9 33.3 33.3 9.5 11.9 100.0
Cumulative Percent 11.9 45.2 78.6 88.1 100.0
By looking at the three pictures below, would you say that these garments are designed by the same designer? Valid
Yes No Total
Frequency 15 27 42
Missing
9.00
8
16.0
50
100.0
Total
Percent 30.0 54.0 84.0
Valid Percent 35.7 64.3 100.0
Cumulative Percent 35.7 100.0
How strongly do these words represent Lanvin's brand? Brand Image Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 3 5 14 15 5 42
Percent 6.0 10.0 28.0 30.0 10.0 84.0
8
16.0
50
100.0
Valid Percent 7.1 11.9 33.3 35.7 11.9 100.0
Cumulative Percent 7.1 19.0 52.4 88.1 100.0
How strongly do these words represent Lanvin's brand? Logo Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Frequency 4 6 15 11 6 42
Percent 8.0 12.0 30.0 22.0 12.0 84.0
Valid Percent 9.5 14.3 35.7 26.2 14.3 100.0
Cumulative Percent 9.5 23.8 59.5 85.7 100.0
Missing
9.00
Total
8
16.0
50
100.0
How strongly do these words represent Lanvin's brand? Social Equity Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 4 8 21 8 1 42
Percent 8.0 16.0 42.0 16.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 9.5 19.0 50.0 19.0 2.4 100.0
Cumulative Percent 9.5 28.6 78.6 97.6 100.0
How strongly do these words represent Lanvin's brand? Recognition Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 1 9 14 15 3 42
Percent 2.0 18.0 28.0 30.0 6.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 21.4 33.3 35.7 7.1 100.0
Cumulative Percent 2.4 23.8 57.1 92.9 100.0
How strongly do these words represent Chanel's brand? Brand Image Valid
Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 1 7 34 42
Percent 2.0 14.0 68.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 16.7 81.0 100.0
Cumulative Percent 2.4 19.0 100.0
How strongly do these words represent Chanel's brand? Logo Valid
Neutral Quite Strong Strong Total
Missing
9.00
Frequency 2 10 30 42
Percent 4.0 20.0 60.0 84.0
8
16.0
Valid Percent 4.8 23.8 71.4 100.0
Cumulative Percent 4.8 28.6 100.0
Total
50
100.0
How strongly do these words represent Chanel's brand? Social Equity Valid
Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Frequency 1 1 13 27 42
Percent 2.0 2.0 26.0 54.0 84.0
8
16.0
50
100.0
Total
Valid Percent 2.4 2.4 31.0 64.3 100.0
Cumulative Percent 2.4 4.8 35.7 100.0
How strongly do these words represent Chanel's brand? Recognition Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Frequency 1 1 2 6 32 42
Percent 2.0 2.0 4.0 12.0 64.0 84.0
8
16.0
50
100.0
Total
Valid Percent 2.4 2.4 4.8 14.3 76.2 100.0
Cumulative Percent 2.4 4.8 9.5 23.8 100.0
Which clothing brand would you say is closest to Lanvin? Valid
Louis Vuitton Calvin Klein Tommy Hilfiger French Connection Adidas Total
Missing
9.00
Total
Frequency 19 8 6 8 1 42
Percent 38.0 16.0 12.0 16.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 45.2 19.0 14.3 19.0 2.4 100.0
Cumulative Percent 45.2 64.3 78.6 97.6 100.0
Suppose Lanvin is designing a brand logo. Which of the following would most suit the brand's identity? Valid
Diamond Flower Mona Lisa
Frequency 11 15 1
Percent 22.0 30.0 2.0
Valid Percent 26.2 35.7 2.4
Cumulative Percent 26.2 61.9 64.3
Lanvin Retro Lanvin Insignia Total Missing
10 5 42
9.00
Total
20.0 10.0 84.0
8
16.0
50
100.0
23.8 11.9 100.0
88.1 100.0
What is your age range? Valid
18 or younger 19-24 25-34 35-44 45-54 55-64 65+ Total
Missing
9.00
Frequency 2 20 8 5 2 4 1 42
Total
Percent 4.0 40.0 16.0 10.0 4.0 8.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 47.6 19.0 11.9 4.8 9.5 2.4 100.0
Cumulative Percent 4.8 52.4 71.4 83.3 88.1 97.6 100.0
What is your ethnicity Valid
White Hispanic or Latino Asian/ Pacific Islander 6.00 Total
Missing
9.00
Frequency 21 5 12 4 42
Percent 42.0 10.0 24.0 8.0 84.0
8
16.0
50
100.0
Total
Valid Percent 50.0 11.9 28.6 9.5 100.0
Cumulative Percent 50.0 61.9 90.5 100.0
Have you heard of the brand Lanvin? Valid
Yes No Total
Frequency 42 8 50
Percent 84.0 16.0 100.0
Valid Percent 84.0 16.0 100.0
Cumulative Percent 84.0 100.0
How do you know about Lanvin? Valid
Magazine Friends Social Media Other Total
Missing
9.00
Total
Frequency 16 14 8 4 42
Percent 32.0 28.0 16.0 8.0 84.0
8
16.0
50
100.0
Valid Percent 38.1 33.3 19.0 9.5 100.0
Cumulative Percent 38.1 71.4 90.5 100.0
Have you shopped at Lanvin? Valid
Yes No Total
Frequency 11 31 42
Missing
9.00
8
16.0
50
100.0
Total
Percent 22.0 62.0 84.0
Valid Percent 26.2 73.8 100.0
Cumulative Percent 26.2 100.0
Do you follow fashion on a regular basis? Valid
Yes No Total
Frequency 36 6 42
Missing
9.00
8
16.0
50
100.0
Total
Percent 72.0 12.0 84.0
Valid Percent 85.7 14.3 100.0
Cumulative Percent 85.7 100.0
Rate each brand by allocating points to each up to hundred with the most points to your favorite. Lanvin Valid
.00 5.00 10.00 15.00 20.00 25.00 40.00 Total
Missing
System
Total
Frequency 1 6 19 5 9 1 1 42
Percent 2.0 12.0 38.0 10.0 18.0 2.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 14.3 45.2 11.9 21.4 2.4 2.4 100.0
Cumulative Percent 2.4 16.7 61.9 73.8 95.2 97.6 100.0
Rate each brand by allocating points to each up to hundred with the most points to your favorite. Chanel Valid
.00 20.00 25.00 30.00 35.00 40.00 45.00 50.00 80.00 Total
Missing
System
Frequency 1 7 1 11 2 11 1 7 1 42
Percent 2.0 14.0 2.0 22.0 4.0 22.0 2.0 14.0 2.0 84.0
8
16.0
Valid Percent 2.4 16.7 2.4 26.2 4.8 26.2 2.4 16.7 2.4 100.0
Cumulative Percent 2.4 19.0 21.4 47.6 52.4 78.6 81.0 97.6 100.0
Total
50
100.0
Rate each brand by allocating points to each up to hundred with the most points to your favorite. Gucci Valid
.00 5.00 20.00 25.00 30.00 35.00 40.00 50.00 60.00 Total
Missing
System
Total
Frequency 1 1 2 2 20 1 10 4 1 42
Percent 2.0 2.0 4.0 4.0 40.0 2.0 20.0 8.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 2.4 4.8 4.8 47.6 2.4 23.8 9.5 2.4 100.0
Cumulative Percent 2.4 4.8 9.5 14.3 61.9 64.3 88.1 97.6 100.0
Rate each brand by allocating points to each up to hundred with the most points to your favorite. Balenciaga Valid
.00 5.00 10.00 15.00 20.00 25.00 30.00 40.00 90.00 Total
Missing
System
Total
Frequency 1 3 13 1 15 4 3 1 1 42
Percent 2.0 6.0 26.0 2.0 30.0 8.0 6.0 2.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 7.1 31.0 2.4 35.7 9.5 7.1 2.4 2.4 100.0
Cumulative Percent 2.4 9.5 40.5 42.9 78.6 88.1 95.2 97.6 100.0
Where do you shop for clothing? High street brands Valid
.00 5.00 10.00 20.00 30.00 40.00 50.00 90.00 Total
Missing
System
Total
Frequency 2 2 6 8 7 13 3 1 42
Percent 4.0 4.0 12.0 16.0 14.0 26.0 6.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 4.8 14.3 19.0 16.7 31.0 7.1 2.4 100.0
Cumulative Percent 4.8 9.5 23.8 42.9 59.5 90.5 97.6 100.0
Where do you shop for clothing? High end brands Valid
.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 40.00 50.00 Total
Missing
System
Total
Frequency 1 6 14 2 7 1 3 1 4 3 42
Percent 2.0 12.0 28.0 4.0 14.0 2.0 6.0 2.0 8.0 6.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 14.3 33.3 4.8 16.7 2.4 7.1 2.4 9.5 7.1 100.0
Cumulative Percent 2.4 16.7 50.0 54.8 71.4 73.8 81.0 83.3 92.9 100.0
Where do you shop for clothing? Online Valid
5.00 10.00 20.00 25.00 30.00 35.00 40.00 50.00 60.00 70.00 Total
Missing
System
Total
Frequency 2 5 7 2 12 1 8 2 1 2 42
Percent 4.0 10.0 14.0 4.0 24.0 2.0 16.0 4.0 2.0 4.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 11.9 16.7 4.8 28.6 2.4 19.0 4.8 2.4 4.8 100.0
Cumulative Percent 4.8 16.7 33.3 38.1 66.7 69.0 88.1 92.9 95.2 100.0
Where do you shop for clothing? Independent Valid
.00 5.00 7.00 10.00 15.00 20.00 30.00 40.00 85.00 Total
Missing
System
Total
Frequency 5 2 1 16 2 10 4 1 1 42
Percent 10.0 4.0 2.0 32.0 4.0 20.0 8.0 2.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 11.9 4.8 2.4 38.1 4.8 23.8 9.5 2.4 2.4 100.0
Cumulative Percent 11.9 16.7 19.0 57.1 61.9 85.7 95.2 97.6 100.0
Where do you shop for clothing? Valid
.00 3.00 5.00 10.00 15.00 20.00 30.00 40.00 Total
Missing
System
Total
Frequency 19 1 5 10 1 4 1 1 42
Percent 38.0 2.0 10.0 20.0 2.0 8.0 2.0 2.0 84.0
8
16.0
50
100.0
Cumulative Percent 45.2 47.6 59.5 83.3 85.7 95.2 97.6 100.0
Valid Percent 45.2 2.4 11.9 23.8 2.4 9.5 2.4 2.4 100.0
Do you stick to shopping at the same companies? Valid
Yes No Total
Frequency 33 9 42
Missing
9.00
8
16.0
50
100.0
Total
Percent 66.0 18.0 84.0
Valid Percent 78.6 21.4 100.0
Cumulative Percent 78.6 100.0
Do you prefer to shop through store website or its physical location? Valid
Online At the store Total
Missing
9.00
Frequency 23 19 42
Percent 46.0 38.0 84.0
8
16.0
50
100.0
Total
Valid Percent 54.8 45.2 100.0
Cumulative Percent 54.8 100.0
Do you buy clothing mostly because you like the design or because of the brand? Valid
Design Brand Total
Missing
9.00
Total
Frequency 35 7 42
Percent 70.0 14.0 84.0
8
16.0
50
100.0
Valid Percent 83.3 16.7 100.0
Cumulative Percent 83.3 100.0
How often do you shop for apparel yourself? Frequency
Percent
Valid Percent
Cumulative Percent
Valid
Once a month or less 2-3 per month More than 3 times per month Total
Missing
9.00
19 18 5 42
Total
38.0 36.0 10.0 84.0
8
16.0
50
100.0
45.2 42.9 11.9 100.0
How important are the following features in a shopping experience to you? Price Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 2 7 19 12 42
Percent 4.0 4.0 14.0 38.0 24.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 4.8 16.7 45.2 28.6 100.0
Cumulative Percent 4.8 9.5 26.2 71.4 100.0
How important are the following features in a shopping experience to you? On-trend Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 2 13 18 7 42
Percent 4.0 4.0 26.0 36.0 14.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 4.8 31.0 42.9 16.7 100.0
Cumulative Percent 4.8 9.5 40.5 83.3 100.0
How important are the following features in a shopping experience to you? Brand Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 5 12 18 5 42
Percent 4.0 10.0 24.0 36.0 10.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 11.9 28.6 42.9 11.9 100.0
Cumulative Percent 4.8 16.7 45.2 88.1 100.0
How important are the following features in a shopping experience to you? Convenient location
45.2 88.1 100.0
Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 1 9 15 16 1 42
Percent 2.0 18.0 30.0 32.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 21.4 35.7 38.1 2.4 100.0
Cumulative Percent 2.4 23.8 59.5 97.6 100.0
How important are the following features in a shopping experience to you? Store atmosphere Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 1 5 17 17 2 42
Percent 2.0 10.0 34.0 34.0 4.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 11.9 40.5 40.5 4.8 100.0
Cumulative Percent 2.4 14.3 54.8 95.2 100.0
How important are the following features in a shopping experience to you? Product Quality Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 2 1 15 22 42
Percent 4.0 4.0 2.0 30.0 44.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 4.8 2.4 35.7 52.4 100.0
Cumulative Percent 4.8 9.5 11.9 47.6 100.0
How relevant are the following factors to you when choosing a clothing brand? Styles Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Total
Frequency 2 1 9 12 18 42
Percent 4.0 2.0 18.0 24.0 36.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 2.4 21.4 28.6 42.9 100.0
Cumulative Percent 4.8 7.1 28.6 57.1 100.0
How relevant are the following factors to you when choosing a clothing brand? Online shopping options Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Frequency 2 4 11 14 11 42
Total
Percent 4.0 8.0 22.0 28.0 22.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 9.5 26.2 33.3 26.2 100.0
Cumulative Percent 4.8 14.3 40.5 73.8 100.0
Do you think Lanvin's logo represents its brand image? Valid
Yes No Total
Frequency 32 10 42
Missing
9.00
8
16.0
50
100.0
Total
Percent 64.0 20.0 84.0
Valid Percent 76.2 23.8 100.0
Cumulative Percent 76.2 100.0
How relevant are the following factors to you when choosing a clothing brand? Exchange rate Valid
Very unimportant Unimportant Neutral Important Very important Total
Missing
9.00
Frequency 5 14 14 4 5 42
Percent 10.0 28.0 28.0 8.0 10.0 84.0
8
16.0
50
100.0
Total
Valid Percent 11.9 33.3 33.3 9.5 11.9 100.0
Cumulative Percent 11.9 45.2 78.6 88.1 100.0
By looking at the three pictures below, would you say that these garments are designed by the same designer? Valid
Yes No Total
Missing
9.00
Total
Frequency 15 27 42
Percent 30.0 54.0 84.0
8
16.0
50
100.0
Valid Percent 35.7 64.3 100.0
Cumulative Percent 35.7 100.0
How strongly do these words represent Lanvin's brand? Brand Image Frequency
Percent
Valid Percent
Cumulative
Percent Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Total
3 5 14 15 5 42
6.0 10.0 28.0 30.0 10.0 84.0
8
16.0
50
100.0
7.1 11.9 33.3 35.7 11.9 100.0
7.1 19.0 52.4 88.1 100.0
How strongly do these words represent Lanvin's brand? Logo Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 4 6 15 11 6 42
Percent 8.0 12.0 30.0 22.0 12.0 84.0
8
16.0
50
100.0
Valid Percent 9.5 14.3 35.7 26.2 14.3 100.0
Cumulative Percent 9.5 23.8 59.5 85.7 100.0
How strongly do these words represent Lanvin's brand? Social Equity Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 4 8 21 8 1 42
Percent 8.0 16.0 42.0 16.0 2.0 84.0
8
16.0
50
100.0
Valid Percent 9.5 19.0 50.0 19.0 2.4 100.0
Cumulative Percent 9.5 28.6 78.6 97.6 100.0
How strongly do these words represent Lanvin's brand? Recognition Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 1 9 14 15 3 42
Percent 2.0 18.0 28.0 30.0 6.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 21.4 33.3 35.7 7.1 100.0
Cumulative Percent 2.4 23.8 57.1 92.9 100.0
How strongly do these words represent Chanel's brand? Brand Image Valid
Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 1 7 34 42
Percent 2.0 14.0 68.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 16.7 81.0 100.0
Cumulative Percent 2.4 19.0 100.0
How strongly do these words represent Chanel's brand? Logo Valid
Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 2 10 30 42
Percent 4.0 20.0 60.0 84.0
8
16.0
50
100.0
Valid Percent 4.8 23.8 71.4 100.0
Cumulative Percent 4.8 28.6 100.0
How strongly do these words represent Chanel's brand? Social Equity Valid
Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 1 1 13 27 42
Percent 2.0 2.0 26.0 54.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 2.4 31.0 64.3 100.0
Cumulative Percent 2.4 4.8 35.7 100.0
How strongly do these words represent Chanel's brand? Recognition Valid
Weak Quite Weak Neutral Quite Strong Strong Total
Missing
9.00
Total
Frequency 1 1 2 6 32 42
Percent 2.0 2.0 4.0 12.0 64.0 84.0
8
16.0
50
100.0
Valid Percent 2.4 2.4 4.8 14.3 76.2 100.0
Cumulative Percent 2.4 4.8 9.5 23.8 100.0
Which clothing brand would you say is closest to Lanvin? Frequency
Percent
Valid Percent
Cumulative
Percent Valid
Louis Vuitton Calvin Klein Tommy Hilfiger French Connection Adidas Total
Missing
9.00
19 8 6 8 1 42
Total
38.0 16.0 12.0 16.0 2.0 84.0
8
16.0
50
100.0
45.2 19.0 14.3 19.0 2.4 100.0
45.2 64.3 78.6 97.6 100.0
Suppose Lanvin is designing a brand logo. Which of the following would most suit the brand's identity? Valid
Diamond Flower Mona Lisa Lanvin Retro Lanvin Insignia Total
Missing
9.00
Frequency 11 15 1 10 5 42
Percent 22.0 30.0 2.0 20.0 10.0 84.0
8
16.0
50
100.0
Total
Valid Percent 26.2 35.7 2.4 23.8 11.9 100.0
Cumulative Percent 26.2 61.9 64.3 88.1 100.0
What is your age range? Valid
18 or younger 19-24 25-34 35-44 45-54 55-64 65+ Total
Missing
9.00
Frequency 2 20 8 5 2 4 1 42
Percent 4.0 40.0 16.0 10.0 4.0 8.0 2.0 84.0
8
16.0
50
100.0
Total
Valid Percent 4.8 47.6 19.0 11.9 4.8 9.5 2.4 100.0
Cumulative Percent 4.8 52.4 71.4 83.3 88.1 97.6 100.0
What is your ethnicity Valid
White Hispanic or Latino Asian/ Pacific Islander 6.00 Total
Missing
9.00
Total
Frequency 21 5 12 4 42
Percent 42.0 10.0 24.0 8.0 84.0
8
16.0
50
100.0
Valid Percent 50.0 11.9 28.6 9.5 100.0
Cumulative Percent 50.0 61.9 90.5 100.0
Descriptive Statistics N Rate each brand by allocating points to each up to hundred with the most points to your favorite. Lanvin Rate each brand by allocating points to each up to hundred with the most points to your favorite. Chanel Rate each brand by allocating points to each up to hundred with the most points to your favorite. Gucci Rate each brand by allocating points to each up to hundred with the most points to your favorite. Balenciaga Where do you shop for clothing? High street brands Where do you shop for clothing? High end brands Where do you shop for clothing? Online Where do you shop for clothing? Independent Where do you shop for clothing? Please allocate points to every aspect by looking at the picture 1 Spring 2016 below so that the total adds up to 100. Practicality Please allocate points to every aspect by looking at the picture 1 Spring 2016 below so that the total adds up to 100. Design Please allocate points to every aspect by looking at the picture 1 Spring 2016 below so that the total adds up to 100. Quality Please allocate points to every aspect by looking at the picture 1 Spring 2016 below so that the total adds up to 100. Tailoring Please allocate points to every aspect by looking at the picture 1 Spring 2016 below so that the total adds up to 100. Trendiness Please allocate points to every aspect by looking at
42
Minimum .00
Maximum 40.00
Mean 12.8571
Std. Deviation 7.08338
42
.00
80.00
35.2381
13.20349
42
.00
60.00
33.0952
10.92951
42
.00
90.00
18.5714
13.98107
42
.00
90.00
28.5714
17.29534
42
.00
50.00
19.0476
13.97900
42
5.00
70.00
30.1190
15.40067
42
.00
85.00
15.5238
14.35820
42
.00
40.00
6.9762
9.12645
41
.00
40.00
18.0488
10.11670
41
.00
65.00
23.2927
12.17630
41
.00
50.00
21.4634
8.60551
41
.00
50.00
17.8049
8.87755
41
.00
40.00
16.7073
7.38324
42
.00
40.00
15.8333
10.35449
the picture 2 Spring 2017 below so that the total adds up to 100. Practicality Please allocate points to every aspect by looking at the picture 2 Spring 2017 below so that the total adds up to 100. Design Please allocate points to every aspect by looking at the picture 2 Spring 2017 below so that the total adds up to 100. Quality Please allocate points to every aspect by looking at the picture 2 Spring 2017 below so that the total adds up to 100. Tailoring Please allocate points to every aspect by looking at the picture 2 Spring 2017 below so that the total adds up to 100. Trendiness Please allocate points to every aspect by looking at the picture 3 Spring 2018 below so that the total adds up to 100. Practicality Please allocate points to every aspect by looking at the picture 2 Spring 2017 below so that the total adds up to 100. Design Please allocate points to every aspect by looking at the picture 2 Spring 2017 below so that the total adds up to 100. Quality Please allocate points to every aspect by looking at the picture 2 Spring 2017 below so that the total adds up to 100. Tailoring Please allocate points to every aspect by looking at the picture 2 Spring 2017 below so that the total adds up to 100. Trendiness Valid N (listwise)
42
10.00
95.00
25.2381
15.77094
42
5.00
50.00
22.2619
9.18657
42
.00
40.00
17.8571
8.34784
42
.00
50.00
18.8095
9.42296
42
.00
60.00
23.8095
10.52347
42
5.00
100.00
22.0238
15.30421
42
.00
30.00
20.5952
6.36323
42
.00
40.00
17.3810
8.20753
42
.00
30.00
16.1905
5.71791
41
6.4 Percentages and means 1. Have you heard of the brand Lanvin? Please circle your answer. a. Yes (continue the survey) 84% b. No (If not, please do not answer this questionnaire) 1 % 2. How do you know about Lanvin? Please circle your answer. a. Magazines 32 % b. Friends 28 %
c. Social media 16 % d. Radio 0% e. Other 8% 3. Have you shopped at Lanvin? Please circle your answer. a. Yes 22 % b. No 64 % 4. Do you follow fashion on a regular basis? Please circle your answer. a. Yes 72 % b. No 12 % 5. Rate each brand by allocating points to each up to 100, with the most points to your favorite. Total must add to 100. Please allocate the numbers on the lines. Lanvin ___ Mean: 12.8571 Chanel ___ Mean: 35.2381 Gucci ___ Mean: 33.0952 Balenciaga ___ Mean: 18.5714 6. Where do you shop for clothing? Please circle your answer. a. High Street Brands Mean: 28.5714 b. High end brands Mean: 19.0476 c. Online Mean: 30.1190 d. Independent / Small clothing companies Mean: 15.5238 e. Other Mean: 6.9762
7. Do you stick to shopping at the same companies? Please circle your answer. a. Yes 66 % b. No 18% 8. Do you prefer to shop through store website or its physical location? Please circle your answer. a. Online 46% b. At the store 38 %
9. Do you buy clothing mostly because you just like the design, or because of the brand? Please circle your answer. a. Because of the Design 70 % b. Because of the Brand 14 % 10. How often do you shop for apparel for yourself? Please circle your answer. a. Once a month or less 38 %
b. 2-3 times a month 36 % c. More than 3 times a month 10 % 11.How important are the following features in a shopping experience to you? Please check the box on every item that most represents your opinion.
Very Unimportant
Unimportant
Important
Very Important
Price
❏ 4%
❏ 4%
❏ 14 %
❏ 38 %
❏ 24 %
On-Trend
❏ 4%
❏ 4%
❏ 26 %
❏ 36 %
❏ 14 %
Brand
❏ 4%
❏ 10 %
❏ 24 %
❏ 36 %
❏ 10 %
Convenient Location
❏ 2%
❏ 18 %
❏ 30 %
❏ 32 %
❏ 2%
Store Atmosphere
❏
❏ 10 %
❏ 34 %
❏ 34 %
❏ 4%
Product Quality
❏ 4%
❏ 4%
❏ 2%
❏ 30 %
❏ 44%
2%
Neutral
12. How relevant are the following factors to you when choosing a clothing brand? Please check the box on every item that most represents your opinion.
Very Irrelevant
Irrelevant
Neutral
Relevant
Very Relevant
Advertising
❏ 2%
❏ 12 %
❏ 34 %
❏ 36 %
❏ 6%
Styles
❏ 4%
❏ 2%
❏ 18 %
❏ 24%
❏ 36 %
Online Shopping Options
❏ 4%
❏ 8%
❏ 22%
❏ 28 %
❏ 22%
Exchange Rate
❏ 10 %
❏ 28 %
❏ 28 %
❏ 8%
❏ 10 %
13. Do you think Lanvin’s logo represents its brand image? Please circle your answer.
a. Yes 64 % b. No 20 %
14. Please allocate points to the lines to every aspect by looking at picture 1 (Spring 2016) below, so that the total adds up to 100. Write your answers on the lines below. Practicality ___ Mean: 18.0488 Design/ Style ___ Mean: 23.2927 Quality ___ Mean: 21.4634 Tailoring ___ Mean: 17.8049 Trendiness ___ Mean: 16.7073
15. Please allocate points to the lines to every aspect by looking at picture 2 (Spring 2017) below, so that the total adds up to 100. Write your answers on the lines below. Practicality ___ Mean: 15.8433 Design/ Style ___ Mean: 25.2381 Quality ___ Mean: 22.2619 Tailoring ___ Mean: 17.8571 Trendiness ___ Mean: 18.5095
16. Please allocate points to the lines to every aspect by looking at picture 3 (Spring 2018) below, so that the total adds up to 100. Write your answers on the lines below. Practicality ___ Mean: 23.8095 Design/ Style ___ Mean: 22.0238 Quality ___ Mean: 20.5952 Tailoring ___ Mean: 17.3810 Trendiness ___ Mean: 16.1905
17. By looking at the three pictures below, would you say that these garments are designed by the same designer? Please circle your answer. a. Yes 30 % b. No 54 %
1. Spring 2016
2. Spring 2017
3. Spring 2018
https://admin.typeform.com/gallery/workspaces/12049877#/ 18. How strongly do these words represent Lanvin’s brand? (Please think about your experience and perception of Lanvin). Please check the box on every item that most represents your opinion.
Weak Brand image
❏ 6%
Quite weak ❏ 10 %
Neutral ❏ 24 %
Quite strong ❏ 30 %
Strong ❏ 10 %
Logo
❏ 8%
❏ 12 %
❏ 30 %
❏ 22 %
❏ 12 %
Social Equity
❏ 8%
❏ 16 %
❏ 42 %
❏ 16 %
❏ 2%
❏ 2%
❏ 18 %
❏ 28 %
❏ 30 %
❏ 6%
Recognition
19. How strongly do these words represent Chanel’s brand? (Please think about your experience and perception of Chanel). Please check the box on every item that most represents your opinion.
Weak
Quite weak
Neutral
Quite strong
Strong
Brand image
❏ 0%
❏ 0%
❏ 2%
❏ 14 %
❏ 68%
Logo
❏ 0%
❏ 0%
❏ 4%
❏ 20 %
❏ 60 %
Social Equity
❏ 0%
❏ 2%
❏ 2%
❏ 26%
❏ 54 %
❏ 2%
❏ 2%
❏ 4%
❏ 12 %
❏ 64 %
Recognition
20. Which clothing brand would you feel is closest to Lanvin? Please circle your answer. a. b. c. d. e.
Louis Vuitton 38 % Calvin Klein 16 % Tommy Hilfiger 12 % French Connection 16 % Adidas 2 %
21. Suppose Lanvin was deciding on a new brand logo, which of the following would most suit the brands identity? Please circle your answer. a. b. c. d.
Diamond 22 % Flower 30 % Mona Lisa 2 % Lanvin 20 %
e. Retro Lanvin Insignia 10 %
What is your age range? Please circle. a. b. c. d. e. f. g.
18 or younger 4 % 19-24 40 % 25-34 16 % 35-44 10 % 45-54 4 % 55-64 8 % 65 + 2 %
What is your ethnicity? Please circle. a. b. c. d. e.
White 42 % Hispanic or Latino 10 % African American 24 % Asian/ Pacific Islander 24 % Other 8 %
Please provide your email address: ____________________________________________
6.5 References Business of Fashion, 2018. Lanvin. Business of Fashion, Companies. Available at: https://www.businessoffashion.com/community/companies/lanvin Montes Patrick, 2018. Lanvin is looking for buyers to save the brand. Hypebeast. Available at: https://hypebeast.com/2018/2/lanvin-sale-buyout Givhan Robin, 2017. There is just no excuse for this ugly, boring fashion. The Washington Post, Arts and Entertainment. Available at: https://www.washingtonpost.com/news/arts-and-entertainment/wp/2017/09/28/there-is-just-no-excusefor-this-ugly-boring-fashion/?utm_term=.9c7b53bc474f Bobila Maria, 2018. Report: Lanvin seeking buyers for a majority stake. Fashionista. Available: https://fashionista.com/2018/02/lanvin-bankruptcy-sale-buyers References for Excel: Friedman, 2015. Alber Elbaz leaving Lanvin as Fashion Slope Claims Another Designer. New York Times. Available at: https://www.nytimes.com/2015/10/29/fashion/fashion-creates-a-slippery-slope-of-designer-departures.html Denis, 2017. Lanvin seeks ways other than capital raise to revive business. Reuters. Available at: https://www.reuters.com/article/lanvin-results/lanvin-seeks-ways-other-than-capital-raise-to-revive-businessidUSL8N1OL51K
6.6 Emails amah_95@yahoo.com.vn uyenha2310@gmail.com cindydao209@yahoo.com Robinshaw7@hotmail.com
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