MUK YAN CHAU MAMAJONOVA NILUFAR GUPTA TISHYA MIKE MAYA TANAGO YUNJIA YANG
9639449 9683213 9631236 9723807 9157345
This Trend Book provided an analysis and evolution of the current and perspective marketing strategies of Louis Vuitton. It is include brand overview and development strategy; customer, competitor and product analysis; macro and micro trend analysis; fashion product cycle proposal; critical path proposal; and recommendations. This Trend Book, is presents analysis in visual form. Software application InDesign was used to create Trend Book
01 02 03 04 05 06 07 08 09 10 11 12 13 14
Executive Summary Aims & Methods About Louis Vuitton Competitor Analysis The Consumer Consumer Behaviour Consumer Strategy Product Category strategy Macro Trend Analysis Micro Trend Analysis Product Innovation Fashion Product Cycle Critical Path Proposal Finale
The aim of this concept proposal is to develop a deep understanding of Louis Vuitton’s product development and branding. The purpose is to create a macro and micro trend analysis for the brand’s SS2020 RTW womenswear collection. Therefore, suggesting new design ideas to further strengthen its product range. Lastly, the proposal will create an innovative “Fashion product cycle” and critical path for Louis Vuitton’s SS2020 RTW womenswear collection.
BRAND OVERVIEW Louis Vuitton is one of the
most valuable brands in the world, the brand’s products are exclusively sold in their own boutiques, it was known that there are 460 Louis Vuitton stores globally. Louis Vuitton originally started as a luggage brand in 1859 and slowly progressed into a huge corporate group that is known today, the LVMH Group. Known for its innovation, Louis Vuitton created its iconic travelling trunks with the one of a kind Tumblr Locks. In 1896, the staple of the brand-the monogram print. Fun fact, it was originally designed to prevent counterfeit problems.
“Creativity & Innovation” “Entrepreneurial Spirit” “Deliver High-Quality”
BUSINESS DEVELOPMENT Today Louis Vuitton is integrating itself into lifestyle by taking part in consumer’s daily lives. This enables the brand to expand into different markets. Louis Vuitton have their own furniture/home furnishing collections, Objet Nomades. It recently launched men’s fragrance line. Furthermore, Louis Vuitton launched a new project on their YouTube channel, where the brand collaborates with young influencers, called LVTV. In 2019, the brand collaborated with a famous online arena game - League of Legends to create an exclusive skin for a character - Qiyana, as well, as an exclusive trophy case for the game’s World Championship.
CHANEL
Chanel was founded in 1910 in Paris, France. Chanel is a French privately held company owned by Alain Wertheimer and Gérard Wertheimer, grandsons of Pierre Wertheimer, who was an early business partner of the couturière Coco Chanel. Chanel S.A. is a high fashion house that specializes in haute couture and ready-to-wear clothes, luxury goods, and fashion accessories. In her youth, Gabrielle Chanel gained the nickname Coco from her time as a chanteuse. As a fashion designer, Coco Chanel catered to women’s taste for elegance in dress, with blouses and suits, trousers and dresses, and jewellery (gemstone and bijouterie) of simple design, that replaced the opulent, over-designed, and constrictive clothes and accessories of 19th-century fashion.
DIOR
Dior was founded in 1946, by Christian Dior, he was a French fashion designer, best known as the founder of one of the world’s top fashion houses, also called Christian Dior, which is now owned by Groupe Arnault. His fashion houses are now all around the world. Dior itself holds 42.36% shares of and 59.01% voting rights within LVMH. Sidney Toledano has been the CEO since 1997. It currently designs and retails leather goods, fashion accessories, footwear, jewelry, timepieces, fragrance, makeup, and skin care products, while also maintaining its tradition as a creator of haute-couture under the Christian Dior Couture division. The Christian Dior label remains largely for women’s offerings, although the company also operates the Dior Homme division for men and the baby Dior label for children’s wear. Products are sold throughout its portfolio of retail stores worldwide, as well as through its online store.
BURBERRY
BRAND POSITIONING
Burberry was founded in 1856 when 21-year-old Thomas Burberry, a former draper’s apprentice, opened his own store in Basingstoke, Hampshire, England.[6] By 1870, the business had established itself by focusing on the development of outdoors attire.[6] In 1879, Burberry introduced in his brand the gabardine, a hardwearing, water-resistant yet breathable fabric, in which the yarn is waterproofed before weaving.[7] In 1891, Burberry opened a shop in the Haymarket, London.’ Burberry” was the original name until it became “Burberrys”, due to many customers from around the world calling it “Burberrys of London”. In 1999, the name was reverted to the original, “Burberry”. However, the name “Burberrys of London” is still visible on many older Burberry products. Burberry Group PLC is a British luxury fashion house headquartered in London, England. Its main fashion house focuses on and distributes trench coats (for which it is most famous), ready-to-wear outerwear, fashion accessories, fragrances, sunglasses, and cosmetics.
Angeline Tan 27 • Travels back and forth between Hongkong and London • Socio-economic status is middle class • Renting a flat in East London, Shoreditch • Working as a Digital Marketing Executive • Income £3500 a month • Favourite brands are Louis Vuitton, Marc Jacobs and Yoon Ambush • Hobbies - shopping, travelling, going out for drinks with her friends, jogging and yoga and fine dining. Knows how to play the piano and violin. • Favourite music genre – hip hop , Rnb. • Favourite movies – Last Christmas, La La land and Me Before You • Favourite celebrities - Emma Stone, Sophie Turner, Keanu Reeves and Jackson Wang • Fun Facts - Has expensive taste of food and lifestyle. Family is actually upper class, but Angeline is independent. • Daily routines - meetings, social gathering, enjoys fine dining and dinners parties.
FRIENDS OF THE HOUSE Louis Vuitton uses different
celebrity friends such as Emma Stone, Lea Seydoux and Donna Bae as the face of Louis Vuitton.
CONSUMERS Consumers are people who enjoys the luxury lifestyle, pop culture and celebrities are heavy influence on their purchase decisions.
BRICKS & MORTARS SOCIAL MEDIA RETAIL APP
READY-TO-WEAR Coats WOMENSWEAR Jackets CATEGORIES Tops Dress Denim Trousers Leather Skirts Shorts
Faux Leather
ABOUT THIS TREND The integration of digital technology will lead to digital transformation, which will have an impact on consumers’ demand. This theme pushes brands to experiment with tech and fashion, such as using active-wear fabrics, 3D fashion and trippy prints. Anything can defy the laws of physics in the digital world.
Nylon
Shiny Jersey
Lycra
Shiny Velvet
ABOUT THIS TREND As the world is getting more digitized, synthetic colors will be more popular. At the same time, we witness the growth of natural colors, natural fabrics rising up to popularity as people are looking for an outlet to escape from science and technology, realising the harm innovation has done. Hence, the awareness of environmetnal protection have been heightened.
Linen
Cotton
Recycled Acrylic
ABOUT THIS TREND Spring and Summer is about celebrating soft feminism. Long draping dress designs are adopted by many different brands to express romanticism and beauty of lightness. Fabrics such as chiffon organza are used for this A-line dress design. The dress can have tiers or a puffed sleeve depending on the design idea. Dresses are the best sellers during the warmer days.
ABOUT THIS TREND A throwback to 80s power suits moment. Tailored suits are brought back to empower women once again, showing a strong aesthetic of the independent women. It can be single breasted or double breasted, anyone can wear the suit. Utilitarian is the key.
LOUIS VUITTON
SCI-FI THEME FUTURISTIC VIRTUAL REALITY TIME MACHINE CRAZY, WILD
Studying the Previous S/S Collection In SS19 Louis Vuitton RTW womenswear collection was staged in futuristic walkways through the Louvre’s courtyard. Nicolas Ghesquière touched on themes of retro, feminism, the boundaries between virtual and reality. Referencing to silhouettes, patterns and styling from the 70s and 80s, such as the orbital, spherical shapes, balloon bishop sleeves, trompe l’oeuil Aran knit print, graphic landscape paintbrush motifs, dramatic tinselling, UFO bag, and overriding references to armour...etc. “It’s the architecture of the clothes that’s protective; that gives strength.”
SO EXTRA MAXIMAL LOUD & WILD BRIGHTNESS
The 70s and 80s are known to the most wild and colourful period in fashion histroy. Disco and Rock n Roll significantly influenced fashion during the two eras. Louis Vuitton use inspiration from the most expressive era in their collection
There are many appearance of exaggerated sleeve constructions for SS19 collection. Based on the retrofuturistic theme, the intention was to exceed the boundaries of human and reality. The pieces shows that Ghesquière is manipulating human body proportion and making inhuman shapes to fit into their sci-fi retro theme, also, brining a dramatic and wild aesthetic.
U-SHAPE DROP SHOU DRAPED
ANKLE CUFFS POUF SLEEVES BIG LAPELS TRAINERS
ULDERS
EXPLORING THE ERA BELLE ÉPOQUE
Translate to “Beautiful time”, this is the important time period where the brand Louis Vuitton was birthed. After the Franco-Prussian War, the wealthfare of upper and middle class increase. Most importantly, women are pursuing education, work and become expressive. A significant era for empowered women, which is a reocurring theme reflected in Ghesquière’s design. Inspiration of this theme can also meet with Ghesquière’s juxtapositioning designs of different time periods.
FEMALE EQUALITY ART NOUVEAU EMPOWERMENT PEACEFUL POUF SLEEVES
TAILORED BERMUDA TROUSERS
UTILITARIAN FUCNTIONAL COMFORT STILL SMART UNCOVERED PLAYFUL The tailored suit is coming back in style, but the long trousers can be turn off to consumers as it is often very heavy and hot for Spring and Summer. Tailored Bermuda shorts are recommended for Louis Vuitton, so they can create playful and excting suit designs that involved adjusting the length or exaggerate the silhouette based on retro fashion.
Through observation, the SS19 collection shows a heavy use of colour, pattern and silhouette, there is a tendancy to appear very inconsistent and messy. There is a lack of exciting texture apart from fabrics. Louis Vuitton can move away from embroidery and textiles, instead challenge its savoir faire craftmanship to the next level - Explore the art of beading. Beading can create surreal effects that resonates with the virtual reality trend, the cable or the Matrix network like aesthetic can be inspirational for Ghesquière’s interest in virtual fantasy. Louis Vuitton can design a beaded dress or beaded tailored coat, ideas that are know to be complicated.
BEADED &CODED
LOUIS VUITTON’S SS2019 RUNWAY DRESS Dresses are classic, fun and exclusive. Pricey, suitable for every ocassion. This look offers an eye-catching contrast, cut from crepe de chine, long sleeved with lace layer cape, with small cut building and ship print, this design referenced the spirit of adventure and the journeys.
GROWTH INTRODUCTION The dress makes its first appearance on the SS2019 Louis Vuitton Runway Show– look 02
Dress are super trendy Available in the online. Most celebrities are seen wearing this dress
MATURITY The look become less exclusive and outdated due to many people wearing this dress. Thus, losing popularity. Demand and interest of this dress decreases.
OBSOLESCENCE The same design comes in many style, leading to become less in demand and the position of this product is displaced. People rarely wear this dress, and look for other designs that are trend.
The designs of Louis Vuitton are getting more exciting, season by season. As the overall style trend is moving towards utility and comfort, Louis Vuitton should explore tailored suits more. However, Spring and Summer can be too hot for wearing long trousers, so it is suggested for the brand to create tailored bermuda shorts instead, to create a comfortable and smart suit. Another important silhouette to use is the flowy drop shoulder long dress style, which the brand does not use often. The drape and lack of structure can attract popularity for the season. SS2020 will continue to explore the topics of feminism, maximalism, virtual reality and naturalism. However, people are drawn towatds nature during since Spring and Summer. It is recommended for Louis Vuitton to further explore the Natural Trend, it can be a great juxtapositioning theme for the creative director to be inspired from. For example, Technology and Nature. Since the creative director is inspired by Sci-Fi Futurism. By observing the previous collection, the pieces shows heavy use of color and silhouette. It is recommended for the brand to minimize the “extra-ness�, instead try challenging its craftmanship using beading techniques to mimic the virtual network.