• Molli Payne Designer Analysis December 6,2010
• History pgs. 3-4 • Signature Elements pg. 5 • Demographics and Psychographics pg. 5 • Core Customer vs. Target customer pg. 6 • Price Classification pg. 6 • Advertising pg. 7 • Product Price Range pg. 7 • Dominant Fibers pg. 8 • Current Retailers pg. 8 • Why I Love Carolina Herrera s Advertising pg. 9 • Is the quality apparent? Pg. 9 • Enhancing Appeal pg. 10 • Ignoring Segments pg. 10 • Bibliography pg. 11-13
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Born: January 8,1939
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Birthplace: Caracas Venezuela
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1952- Carolina Herrera attends her first couture show with her grandmother in Paris, Balenciaga
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1958- Carolina Herrera marries Guillermo Behrens Tello and has two girls with him
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1964- Herrera divorces Behrens
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1964- Marries her first love Reinaldo Herrera, and had two more daughters
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1970- Carolina Herrera appears on Vanity Fair s international best dressed list and becomes known for
her white shirt (upper-right) •
1979- Andy Warhol paints a picture of Herrera
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1980- Herrera creates her first small collection as a test. The line is so well received that she moves her family from Venezuela to New York City.
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1982- Jacqueline Kennedy Onassis becomes a client of Herrera, and seeks style advice for the last twelve
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years of her life. 1987- Carolina Herrera s first fragrance is introduces.
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1991- Herrera launches her first fragrance for men
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1987- Carolina Herrera s first fragrance is introduces.
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1991- Herrera launches her first fragrance for men
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2000- first flagship store opens in a four-story building on Madison Street in New York.
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2002- Herrera s first gown is worn to the Academy Awards by Renee Zellweger
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2004- CFDA honors Herrera for winning women s wear designer of the year.
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2005- Herrera Receives a Fragrance Foundation Hall of Fame award
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2008- Herrera launched her lifestyle perfume CH Carolina Herrera
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2008- Herrera opened stores in Texas, Nevada, New York, and Florida
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Carolina Herrera is known for her very famous touch at couture and her fragrances. She is also known for the white shirt she has been photographed in. Herrera is also known for her wedding gowns.
The demographics of the a Carolina Herrera customer are; white female, between the ages of late twenty s till late 60 s, these women would have a fairly large income, and they would have a lot of mobility. The psychographics of a Carolina Herrera customer are; living in a very wealthy neighborhood, driving nice cars, typically love to travel, and they will most likely have children.
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Carolina Herrera is a designer, so her pieces automatically go into the designer price range, even though some of her fragrances can be sold at a very good price.
The core customer is a woman of any age. The target customer is a women looking to wear an evening gown or a wedding dress. Also the target customer could be any man or woman looking to find a fragrance.
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Carolina Herrera advertises in a lot of different magazines. These magazines are Vogue, Teen Vogue, and Harpers Bazaar. Herrera also advertises her fragrances on television with commercials.
Carolina Herrera s product price range is very wide. You can buy a dress for $2,190.00 or you can buy a shirtdress from $495.00. Herrera s fragrances though are a lot different; it depends on what size you buy and which one, but they range from $90.00 to $45.00.
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• Acetate filament • Wool • Elastane • Silk • Cotton • Polyester
• Carolina Herrera • Bergdorf Goodman • Saks Fifth Avenue • CH Carolina Herrera
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The one thing that I love about the advertising at Carolina Herrera is that it is very simple. It the colors always grab my eye and I think they are beautiful pieces of art. Every single ad makes me want to buy the item it is showcasing.
I feel that all of Carolina Herrera s clothing has really good quality. I think that all of her pieces that are really high priced should be high priced. Most of them are handmade and are made with luxurious fabrics. I think all of her lines are beautiful from her handbags to her wedding gowns. Even her lines of fragrances are beautiful. Even though some items are overpriced, I think that its worth the investment.
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If I were to enhance Carolina Herrera s appeal or add profitability I would put more commercials on the television. In the world we live in today mostly everyone talks about what is on TV, and this would spark up conversation about the company. I would also put more advertisements up around New York City, L.A., and Chicago. I think that if people see her clothing more often, they would go to the store and buy it.
I think that Carolina Herrera advertises way too much on their fragrances then their clothing. I understand that the fragrance is easier to get a hold of then the clothing and is cheaper, but I think the clothing lines should get some more attention. I think that the more women would buy more wedding dresses and evening dresses if it was made more available.
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"Carolina Herrera Information & Designer History." Discount Perfume, Designer
Cologne, Discount Name Brand Fragrance Online at YourNew Fragrance.Com. Web. 30 Nov. 2010. <http://www.yournewfragrance.com/Carolina-Herreras/1930.htm>.
"Carolina Herrera - Timeline - 1970 - Designer Central Collections - Designer Central - InStyle." Home - InStyle. Web. 30 Nov. 2010. <http://www.instyle.com/instyle/fashiondesigners/keymoments/0,,20225943_carol ina-herrera_20234566,00.html>.
"Herrera, Carolina - The Free Information Society." The Free Information Society
- Educating and Entertaining since 2003. Web. 30 Nov. 2010. <http://www.freeinfosociety.com/article.php?id=365>.
"Carolina Herrera - Designer Fashion Label." New York Magazine -- NYC Guide
to Restaurants, Fashion, Nightlife, Shopping, Politics, Movies. Web. 02 Dec. 2010. <http://nymag.com/fashion/fashionshows/designers/bios/carolinaherrera>.
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Online Image. Style Frizz . November 29,2010. http://stylefrizz.com/201008/carolina-herreras-carolina-hererra-fall-winter-20102011-ad-campaign
Online Image. Om Fragrances http://www.omfragrances.com/carolina-herreracarolina-herrera-wom2758.html?osCsid=c43271fbd3798d51a73d7bb866fe12d3 November 29, 2010
Online Image. Style.com http://www.style.com/beauty/icon/041108ICON/ November 29,2010
Online Image. Instyle.com http://fashiondesigners.instyle.com/collections/thumbs/runway/carolinaherrera/spring-2011-runway/results.html December 2, 2010
Online Image. Saks Fifth Ave. http://www.saksfifthavenue.com/search/EndecaSearch.jsp?bmForm=endeca_sea rch_form_one&bmFormID=iOIKLtC&bmUID=iOIKLtD&bmIsForm=true&bmPrevT emplate=%2FEntry.jsp&bmText=SearchString&SearchString=carolina+herrera& bmSingle=N_Dim&N_Dim=0&bmImage=EndecaSearchButton.x&bmImage=Ende
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caSearchButton.y&bmImage=EndecaSearchButton&EndecaSearchButton.x=0& EndecaSearchButton.y=0&bmHidden=Ntt&Ntt=carolina+herrera&bmHidden=Ns& Ns=&bmHidden=N&N=0&bmHidden=Ntk&Ntk=Entire+Site&bmHidden=Ntx&Ntx= mode%2Bmatchpartialmax&bmHidden=prp8&prp8=t15&bmHidden=prp13&prp13 =&bmHidden=sid&sid=12CA89DD54D0 December 2, 2010
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