Graphic Moodboard for Vivienne Westwood Beauty (Author, 2023)
Supporting Visual Material
Element 2 Component 2
BA (Hons) Fashion Marketing Year 3
Fashion Marketing Strategy
Unit Leader: Dr Shahpar Abdolli
NAME: Rose Forrester
STUDENT ID: 20008140
VivienneWestwoodBeauty:ABrandExtensionOpportunity“I, Rose Forrester, certify that this is an original piece of work. I have acknowledged all sources and citations. No section of this essay has been plagiarised.”
Vivienne Westwood’s blending of subculture aesthetic and conventional feminine silhouettes has made us an established brand since the 1980s with a clear differentiation from our competitors. With over 2.1 million website visits per year and an omnichannel online presence that includes posting regularly on social media platforms such as Instagram, Twitter, and TikTok demonstrates an important brand visibility. Using Keller's brand equity model, Westwood is perceived as an exclusive brand due to its British craft and theatrical high-quality garments. Our customers buy and wear Westwood to feel powerful, daring, ostentatious creating positive brand differentiation, brand recognition, and therefore customer loyalty. Westwood has seen a revival in the last few years and a real breakthrough in the mainstream. Many pieces are seen worn by celebrities such as Bella Hadid, Kylie Jenner, and ASAP Rocky amongst others. Most notably through TikTok with the pearl Mini bas relief necklace, which went viral and became a fashion staple in 2020. With the untimely and shocking passing of our Dame Vivienne Westwood, the house has become the center of attention in the fashion world. Westwood’s annual revenue in December 2021 is estimated to be around 66.26 million pounds, a significant 57% increase over the previous year's figures (Statista, 2023). This is the perfect opportunity to expand Vivienne Westwood with a cosmetics extension line in the United Kingdom. Vivienne Westwood's iconic runways are known for their unique makeup looks with bold, colourful eyeshadows and dark lips displaying a fragile yet artistic feminine escape. The UK is the world's seventh-largest cosmetics market, with a beauty industry worth £27 billion Pounds in 2020 (Statista, 2023). The aim of this brand extension is to enter the new market of beauty while also attracting a new type of audience: Gen Z. Our goal is to increase sales by 10% in the second quarter following the launch of this brand extension. We will use the Ansoff Matrix to focus on product development strategy and market diversification to new and existing markets by proposing a new makeup collection called: Vivienne Westwood Beauty. The first launch would include 3 lipsticks in red, purple and brown and Two artistry eyeshadow palettes, one with bold, colourful, vibrant colours and the other with dark, smokey, and sultry colours. These would be ideal priced at £40 each for the lipsticks and £90 each for the palettes in order to maintain the brand's luxury and exclusivity while also respecting overconsumption, an important value for Westwood. Vivienne Westwood Beauty will be promoted on the brand's social media platforms through provocative and inclusive visual advertisements. A pop-up event at a luxury department store such as Selfridges, would boost customer interactions with the collection. Customers will be able to try on the products and receive free makeovers from our makeup artists, as well as take photos within and share videos on social media, resulting in free advertising and word-of-mouth marketing for Vivienne Westwood Beauty, the perfect blend between past and future.
Explanation of Presentation Content
The "Vivienne Westwood Beauty" video concept illustrates and describes the possibility for a brand expansion opportunity in cosmetics for the luxury fashion label Vivienne Westwood. Because to the use of TikTok by Gen Z viewers, Westwood has experienced a renaissance and entry into the mainstream. She is adorned by celebrities of various ages, which would also account for the soaring sales. The majority of industries, including accessories, fragrances, eyeglasses, footwear, and leather products, have already seen Vivienne Westwood's growth. Cosmetics would be a terrific opportunity to boost sales and consumer loyalty because they have such a strong brand identification and appeal. The idea for this brand extension came about since Vivienne Westwood runway models are known for having bold, recognisable makeup styles, whether they are very soft or extremely dark and grungy. A cosmetics line would be consistent with the British beauty market, which is one of the biggest in the world, in addition to fitting the brand's image. Several marketing strategic models are used throughout the video to assess how well the concept fits with the brand. Also, design prototypes for the products have been made in order to get a more accurate perspective of the brand extension. The expansion of the fashion house, increased global visibility, and recognition as a trailblazing brand are the aims and objectives of this brand extension.
Key Images
Designs created for Vivienne Westwood Beauty (Author, 2023)
Key Images
Designs created for Vivienne Westwood Beauty (Author, 2023)
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