Moschino Global Fashion Branding

ID: 18020979 GLOBAL FASHION BRANDING THEORY 2001 WORDS

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FASHION MARKETING YEAR 1

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Moschino’s was first introduced in 1983, the late founder Franco Moschino was an Italian fashion designer. The success of Franco Moschino was because of his ‘ utmost in freedom and creativity, breaking free from the bonds of conventional fashion.’ (Casadio and Mazza, 1997). Initially encouraged by Gianni Versace, his first collection was a Moschino Jeans women’s wear collection.

Franco Moschino found that his fashion was loved all over the world, due to his ‘intellectual attitude often labelled radical chic’ (Casadio and Mazza, 1997).

This brand gives his buyers a form of self expression and had the ability to reflect the wearers state of mind. Unlike anything on the market at the time.

Franco added multiple successful extension brands during his time there.

After Franco Moschino’s death, Rosella Jardini became the new creative director. Moschino has released perfume, evening wear, shoes, lingerie and even a hotel in Italy (Gonsalves, 2014). This brand has flourished in popularity over the past 30 years due to his controversial, ironic, fun statement fashions.

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Progressively opening boutiques around the world from 1998, to 2005 Moschino opened seven major stores across all contents which collection keeps expanding to this day. In 2006 creates costumes for the winter Olympics opening ceremony. In 2011 Jeremy Scott became the creative director for Moschino, he brought a spotlight to the brand, with his humor and pop culture.

BRAND HISTORY

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TIMELINE

1983

Franco Moschino created his, the first look at his label Moschino Couture!.

1996 Rosella Jardini takes over as creative director,.

1988

Moschino adds its first extension range Moschino Jeans which is followed by Cheap & Chic.

1989

Moschino opens its first boutique in Milan, Italy Via S.Andrea.

2000

2006

Moschino sells 30% of their company to SINV S.p.A

Moschino designs the Winter Olympics opening ceremony outfits.

1994

September 18th, Franco Moschino prematurely passes away aged 44 sadly due to AIDS/HIV .

2013 Jeremy Scott takes over as creative director.

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Moschino’s spring/summer 2019 collection from Milan Fashion Week.

KEY PERSONNEL

MOSCHINO S/S19

Moschino is currently owned by an Italian company called Aeffe.

The president of the board of directors is Massimo Ferretti and chief executive is Simone Badioli.

Jeremy Scott is the creative director/ designer for Moschino since 2013.

MOSCHINO, TODAY

GLOBAL PRESENCE

Moschino has over 8 million followers on social media.

This map highlights the distribution of Moschino stores globally. Looking at the image, it shows that there is a lack of stores in Africa, Australia, Brazil and Russia.

Moschino Fragrance TOY 2.

BRAND DYNAMICS PYRIMID

BONDING

Jeremy Scotts current face of Moschino’s S/S19 collection Moschino, Katy Perry. Met Gala MYFW. Showcasing new 2018. perfume release Jan 19.

Brand constantly delivers irony and humor through Italian style.

Very popular brand, completely different to competitors . ADVANTAGE High quality clothing sourced PERFORMANCE from best materials.

Luxury clothing easily available online and in store with rich areas. RELEVANCE Stores located globally over 8 million online followers. PRESENCE

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BRAND PRISM PHYSIQUE

PERSONALITY

High Quality Eye Catching Distinctive Logo

RELATIONSHIP

This brand prism highlights the features that make Moschino what it is and why it’s so popular.

Consistent Quality Lets people stand out Looks after customers

REFLECTION Uses shock factor to grab attention Designed for those who are different Works with celebrities

CULTURE

Fun Humorous Eccentric Ironic Avant garde

Italian Brand Pop Culture Luxury Creativity

SELF IMAGE Elite Can see the humor in fashion Hate anything boring Youthful Personality 6

POSTIONING MAP

BRAND DIMENSIONS

LIFESTYLE

FUNCTIONS Women's, Men's, Children's fashion Leather goods Perfume Lingerie/Nightwear

PERSONALITY IMAGE People love Moschino for their shocking collections Always thinking outside the box Well respected designer Fun trends with cutting edge fashion

DIFFRENCES

SOURCE

Distinctive style, cant be found anywhere else.

Use pop culture and brands unassociated with fashion.

Italian designer with high quality products Unconventional fashion Fashion is a platform to express yourself

PREMIUM

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LUXURY

Moschino’s place on the positioning map demonstrates it is more luxury than heritage this is because it has only been around for 30 years.

HERITAGE 7

Name: Miley Cyrus Age: 26 Relationship Status: Married Location: USA, Los Angles, lives in own home.

Job: Singer, Actor.

Salary: 70,000 GBP per month.

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Miley is a very fashion forward individual, she likes to use her clothes as a platform to represent her love for all things different which gives her the capability to stand out. She is motivated by eccentric yet stylish clothing.

In her spare time she likes to spend quality time with her friends, family and husband. She enjoys partying and has a taste for luxury fashion as she has so much disposable income.

Miley is an average consumer for Moschino, celebrities are often seen wearing Moschino as well as very wealthy people who can afford the Moschino Couture! brand.

CONSUMER PROFILE Figure 7.

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When visiting the Moschino website, it is clear to see it is very professionally created. It gives you a clear look of what is current for their brand and what they have recently released.

Navigating the website is well made, it categorizes their clothing very well which makes it easy to find specific things you are looking for. Searching through the clothes it is given an option for ‘Quick Search’ section, this is very useful for people who do not have the time or energy to go through multiple pages.

Looking at the checkout page, it gives you the opportunity to pay with PayPal which not a lot of websites offer.

You can easily find the ‘contact us’ page or help section if you have a problem with your order.

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Moschino in store, it is clear to see the personality of the brand coming across so clearly through their use of visual merchandising. Being greeted with a six foot teddy bear, it really highlights the exciting, distinctive and exaggerated style of the brand.

The way the clothes were laid out didn’t really showcase them enough in my opinion. This lead them to not look as exciting as they could be through a better layout.

Moschino has a consistent theme running throughout their stores all over the world, as (Muret, 2018) stated ‘its plethora of oversize accessories, reflects the quirky aesthetic of Moschino's creative director’ when referring to their new Paris store.

Moschino sell in department stores and their own stores.

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BRAND EXTENSIONS Moschino has had 4 brand extensions from their original label. All having a lower price point, this instantly made Moschino more accessible to a larger audience. Love Moschino is the most popular extension with prices as low as ÂŁ45.

These brand extensions bring a toned down more casual vibe with still the same sense of irony, fun and humor in their clothes.

Love Moschino took over Moschino Jeans when it was launched.

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Moschino has stretched their brand over time, it has developed perfumes, lingerie, phone accessories, children's wear, hotels and even dog clothes. They have a strong conceptual fit within the company as their quirkiness is carried throughout.

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CO-BRANDING

Moschino is a brand known for using co branding.

Jeremy Scott stated that he ‘loves being part of pop culture’ (Maoui, 2018), thus this marketing technique works extremely well.

Some of their most popular and successful to date is the H&M collection released in 2018. Moschino doesn't have a beauty range however has collaborated with popular names such as Sephora and Tony Mony to create one.

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MOSCHINO COLLABERATIONS • • • • • • • • •

H&M Barbie Magnum Sephora Tony Mony Deserano Coke Kartell Cîroc 13

KEY KEY MARKETS MARKETS

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Moschino’s key market is aimed at men and women ages between 18-45. They aim their clothes at middle and upper class according to which label they are buying from. Europe and Italy take up 55% of Moschino's sales therefore that region takes up a large proportion of their key market.

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LOCAL AND GLOBAL COMMUNICATIONS Moschino is an Italian label, which takes up 32% of their market. They personify this proudly throughout their clothes. Italian made clothes are often associated with undoubtable craftmanship.

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Moschino uses a standardized approach to global communication. As world cultural barriers are reducing (Ojala, 2009), this is used to the brands advantage. Moschino created a McDonalds themed collection. McDonald's does business in more than 100 countries (Corporate.mcdonalds.com, 2019) which gives consumers globally a relatable singularity hard to find with other brands.

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BRAND EVALUATION After analyzing the brand Moschino, it is clear to see that they are a globally successful continuously growing label. Looking at their international market it is much more widespread in comparison to brands such as Prada. However brands can always grow further, to achieve this they could expand into Australia, Russia and Mexico.

Moschino has a solid foundation in Italian luxury and a rich heritage of being an exciting, creative designer label like no other. This brand has a dedicated online following which will only grow and expand due to technological advancements globally.

Jeremy Scott has brought a new life and carried on a continuous portrayal of irony and humor through out his designs. His style has brought Moschino into the spotlight and become a talking point for many, after his take over from Rosella Jardini. To continue the success, Moschino should continue to co brand with internationally known names as it fits so well with their aesthetic. Additionally looking towards past Moschino for inspiration from the original creator Franco Moschino to carry on his vision and style through the brand.

Additionally the Love Moschino range could be improved, When looking at their range, most clothing has ‘love Moschino’ printed huge on every piece of clothing. It seems that people buy it just for the name and to demonstrate they can afford to spend a hundred pound for a plain t shirt and not for what the brand stands for. Looking at it from this perspective, they just produce this for the mass market to make money and not designing creative clothing on a budget for people who cannot afford Moschino Couture! which is what Franco Moschino envisioned.

Overall it is clear to see the success of Moschino and their mission throughout their brand.

Their unique selling point stands out as there is no other competitors doing what they do at their scale.

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Figures 18/19.

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Moschino - Runway - Menswear Collection Autumn/Winter 2019/20ROME, ITALY - JANUARY 08: A model walks the runway at the Moschino show at Cinecitta on January 08, 2019 in Rome, Italy. (Photo by Elisabetta Villa/Getty Images)

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