Alexander McQueen Branding Report by Rose Forrester

Assessment 1

GLOBAL FASHION BRANDING THEORY Minal Key Malik

Rose Forrester - 20008140 Word Count: 2237

“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.”

Contents...

STNETNOC

06 . 10 . 14 . 17 . 19 . 22 . 25 . 27 . 29 . 31 . 37 .

Introduction About the brand Brand positioning and consumer profile Brand Global scope Retail brand experience Brand communication Brandboard Business ethics Evaluation References Appendices

INTRODUCTION...

INTRODUCTION The aims of this report are to deconstruct a luxury designer brand operating globally and understand its branding through analytical tools and branding theory. This assessment will study the brand Alexander McQueen.

BRAND OVERVIEW Alexander McQueen was created in 1992 by designer Lee Alexander McQueen. The House’s early collections created controversies and the shocking nature of the runways quickly earned the designer the title of “hooligan of fashion” (MENDO, 2018). However, this 'bad press' contributed to the brand's sucess and it is seen as one the most innovative fashion houses that contributed to change the fashion industry.

INTRODUCTION...

KEY PERSONNEL Lee Alexander McQueen was born in 1969 in a modest background unrelated to fashion. But it is Central Saint Martins that will allow him to access his dreams which he graduated from in 1992. At McQueen, clothing creation is subordinate to the idea of the runway. A perfect mastery of tailoring, a silhouette recognizable among a thousand, a dark even macabre universe, which will assert itself over the eighteen years of his personal career, Lee McQueen is seen as one of the most innovative and influential designers of the history of fashion. He committed suicide in February 2010 and left behind a unique work and an indelible imprint.

Sarah Burton studied Print Fashion at the Central Saint Martins. During her third year she did her year's placement at Alexander McQueen. On graduation in 1997, she joined the company full-time as McQueen's personal assistant. As a long-time colleague and friend to the designer, she has been Alexander McQueen's creative director since his sudden death in 2010 and had critically acclaimed collections ever since.

INTRODUCTION...

TIMELINE 1992

Lee Alexander McQueen graduates in Fashion Design at Central Saint Martins

1996 Lee McQueen ensures the artistic direction of Givenchy

Lee McQueen founds his own label Alexander McQueen 1992

2000

Sarah Burton is appointed as Head Designer in 2000 womenswear at Alexander McQueen

Alexander McQueen sells 51% of its shares to the Gucci Group

2001

Alexander McQueen joins Kering Group

Lee McQueen departs from Givenchy

2001 2006

Death of Lee McQueen

2010

The brand receives global recognition as the designer of the Duchess of Cambridge's wedding dress

2012

2011

2010

Launch of lower-priced diffusion line McQ

Sarah Burton becomes Alexander McQueen's Creative Director

Burton appointed Officer of the Order of the British Empire (OBE) for services to the British fashion industry

Timeline of Alexander McQueen: the brand's history and key milestones (Author, 2021)

ABOUT THE BRAND...

ABOUT THE BRAND

BRAND IDENTITY Alexander McQueen is synonymous to English modern couture as the collections never fail to provide a national sense of identity, notably due to its use of tartan. Thanks to its multiple controversies, the brand built itself a strong identity around its provocative and grotesque nature, as well as from its influences from the punk and English street cultures. Alexander McQueen's labels in its early collections had the designer's strands of hair enclosed in a small plastic bag. This obviously reinforced the brand's idea of nonconformity which attracted expressive consumers who supported the striking difference and change Lee McQueen was creating in the fashion world.

Alexander McQueen's brand identity slowly shifted under Sarah Burton. For example the logo went from a bold, gothic look to a more classic, feminine one while keeping its original font. This could be explained as a will from Burton to slightly change the provocative image the brand lingers to this day. It might be seen as an effort to attract a different type of consumer, who prefer more formal clothing with softer tones as presented in newer collections. However, the brand still possesses its rebellious and ruledefying identity to this day. BRAND IDENTITY PRISM PICTURE OF SENDER Physique

Personality Provocative, Anti-Fashion, Modernity, Punk, Street Culture, Romantic, Deviance, Aggressive, Beauty in Grotesque

Relationship

Culture

Confidence, High Quality, Shared Values, Inclusion to Brand Culture, Exclusivity, Differentiate Oneself

British Culture, English, Scottish Origins, National Identity, Patriotism, LowCulture, High-Culture, Minorities, Underground Cultures, Third World Influence

Reflection

Self-Image

Highly Confident, Artistic, Fashion Enthusiast, Ostentatious, Experimentalist, Luxury

Rebellious, Anxious, Creativity, AntiConformist, Subculture, Expressive,

Alexander McQueen's logo shift from Lee McQueen's to Sarah Burton's PICTURE OF RECEIVER

Alexander McQueen's Brand Identity Prism (Author, 2021) (Kefperer, 1996)

INTERNALIZATION

Alexander McQueen hair labels from 1992 to 1994 (Mugrabi, 2018)

EXTERNALIZATION

Innovative, Unconventional Silhouettes,Tartan Check, Excellent Tailoring, Eccentricity, Bizarre, Extreme Styles, Red, Black, Androgynous, Sophisticated, Haute-Couture

ABOUT THE BRAND...

11 BRAND ARCHITECTURE

COUTURE & LEATHER GOODS

Maruitti F. & Giraldi J., A hindsight of Aaker’s theory, 2019

BRAND PERSONALITY On Aaker's Brand Personality Scale, Alexander McQueen is seen as an Excitement brand from its daring, unique and imaginative aspect with its new and original traits. (Aaker, 1997).

BRAND ARCHITECTURE Alexander McQueen joined Kering, a multinational luxury group that manages the development of the fashion houses shown on the brand architecture (Kering, 2021), in 2001 in couture and leather goods and eyewear as well as its diffusion line McQ in 2006 in eyewear.

EYEWEAR

Diffusion Line

UNIQUE SELLING POINT Alexander McQueen's unique selling point could arguably be many as the House does not concentrate on a particular product or goods. Consumers may be attracted to the intricate and unique designs the House creates. However, the high-quality of the ready-to-wear collections as well the brand's exceptional tailoring inherited from its founder and the strong British nationalism portrayed through the brand's identity could also be seen as unique selling points.

WATCHES & JEWELLERY

Alexander McQueen's Brand Architecture (Author, 2021) (Kering, 2021)

ABOUT THE BRAND...

COMPETITOR ANALYSIS A survey was conducted for this essay with 25 candidates, which presented a number of potential competitors to Alexander McQueen such as Comme des Garçons, Iris Van Herper, Yohji Yamamoto, Vivienne Westwood, and others. Vivienne Westwood and Comme des Garçons were seen as the main competitors to the brand with 24.1% and 20.7%, respectfully (Appendix). They are both worldwide known high-fashion brands that offer avant-gardiste silhouettes. Vivienne Westwood's ready-to-wear collection has a lower price range (from £500 to £2,000) than Alexander McQueen while providing a grunge/punk aesthetic. A Like for Like comparison chart was created using a black double-breasted blazer as comparison tool. Alexander McQueen proposes the highest price for its Double-Breasted Wool Jacket as it is a very exclusive fashion brand reserved for a niche target market.

Like for like comparison chart

Like for Like Comparison Chart for Alexander McQueen (Author, 2021)

BRAND POSITIONING & CONSUMER PROFILE...

BRAND POSITIONING & CONSUMER PROFILE

BRAND POSITIONING "Brand positioning in fashion is increasingly based on aspirational lifestyles and personalities which are designed to appeal to the target market" (Jackson & Shaw, 2008). Below is a brand positioning map for Alexander McQueen which places the brand as high-priced and modern styled compared to some of its competitors such as Thierry Mugler or Chanel.

BRAND POSITIONING MAP

McQueen positions itself as such due to its designs' uniqueness with its avant-garde silhouettes, the high-quality products and the exclusivity of the brand, the target audience is further attracted to Alexander McQueen. This enables the brand to keep a stable position in the market which simultaneously benefits the brand's image as this equals a clear brand identity for Alexander McQueen's consumers as the brand differentiates itself through its price and design style from its competitors. This gives the brand credibility and confidence from its consumer therefore customer loyalty.

CONSUMER PROFILE Alexander McQueen’s consumers are between 20-50 years old. The age range is wide as McQueen's genius tailoring adapts to both formal and extravagant clothing which could cater to this large audience. Most likely, socialites, celebrities, royalty or wealthy ordinary people purchase clothes from Alexander McQueen. The customer has quite an exorbitant personality and a very active interest in fashion. They are looking for something that can cater to their excesses, that fits their uncommon and lavish lifestyle. Alexander McQueen meets its consumers' needs by reflecting through its designs their selfacceptance, independence, success, personal satisfaction, prestige, and recognition from others. Below, on page 15, is presented examples of Alexander McQueen's target consumers via pen portraits.

Brand Positioning Map for Alexander McQueen (Author, 2021)

BRAND POSITIONING & CONSUMER PROFILE...

BRAND's GLOBAL SCOPE...

BRAND'S GLOBAL SCOPE

GLOBAL SCOPE

PROFITS AND GROWTH MARKETS

Alexander McQueen is recognised as a global luxury brand. The brand has a unified marketing approach and consistent brand imagery around the world. This builds name brand recognition and establish credibility internationally which reinforces the brand's current value. Alexander McQueen is searching to expand furthermore with the doubling of its physical stores worldwide from 73 to 128 (Clark, 2019).

CURRENT MARKET POSITIONING The fashion house has a strong market position among one of the most famous brands such as Chanel or Gucci. A brand percepetual map was created to analyse the brand's current positioning according to the consumer's value of the brand and its differentiation to its competitors.

£11.8 MILLION GROWTH 2019

Although Kering does not provide any individual reports for Alexander McQueen's annual revenues, a press release stated that the brand had a £11.8 million growth in 2019. There was particular increased performance in the brand's shoes and leather goods with its major market, Asia and South Pacific (Kering, 2021).

After suffering losses of more than -17.3% in wholesale revenues in 2020 due to COVID-19, Kering's had only a -4.3% loss in wholesale revenues in "Other Houses" which includes Alexander McQueen. There was a "double digit growth in Q4 across channels" due to a "solid performance of Alexander McQueen (and Balenciaga)" (Kering 2020).

-4.3% WHOLESALE REVENUES 2020

CHANNELS OF DISTRIBUTION Alexander McQueen is a multichannel brand that distributes directly to the consumer online at www.alexandermcqueen.com and offline in physical stores. The brand also distributes through multiple resellers online such as Net-a-Porter, Flannels, Farfetch, MatchesFashion as well as offline through Harrod's, Selfridges' and other resellers' physical stores.

CONSUMER VALUE

DIFFERENTIATION Perceptual Map for Alexander McQueen (Author, 2021) Alexander McQueen's products on international reseller Net-a-Porter (Net-a-Porter, 2021)

RETAIL BRAND EXPERIENCE...

RETAIL BRAND EXPERIENCE

PRODUCT

PLACE

Alexander McQueen offers specialty goods "which cater to the needs of a narrow segment of the consumer market" (Acutt, 2020). The survey conducted for this essay showed that the majority of candidates (Appendix) think that Alexander McQueen's sneakers are one of its key products. Since their release in 2015, the brand has been developping them by offering different shades. Its product life-cycle could be determined at the end of its "Maturity" stage as the sneakers are still fashionable but not as in vogue as they used to be, however it continues to attract a new mass market.

Alexander McQueen is globally distributed directly but also through multiple major resellers such as Harrod's. The brand has 73 physical stores worldwide, so it is quite accessible to the consumers but it also has its own e-commerce website. Due to the COVID-19 pandemic, most consumers purchase online and the website proposes express two days shipping as well as free returns. Added to this, there is a Live Chat for any customer enqueries available and a call option at the following number: +44 20 33 18 59 20.

Alexander McQueen's leather sneakers in different shades

PRICE As seen on page 14, Alexander McQueen position itself as one of the most high priced luxury fashion brands due to the exclusivity of its products. The costs range from £1,000 - £4,000. The brand's pricing strategy is value based as the cost relies on the brand's name and its promise of delivering high quality products. The cost of production isn't particularly high for the House as other luxury brands such as Saint Laurent use similar materials but sell collections for a lower price (Like for Like Comparison Chart). Alexander McQueen's high prices also aim to create a larger demand for its lower priced diffusion line, McQ, to fulfill the needs of a less niche market. This could be seen as a strategy from the brand to gain the diffusion line popularity.

Alexander McQueen's physical stores

Alexander McQueen's online store (McQueen, 2021)

RETAIL BRAND EXPERIENCE...

PROMOTION Alexander McQueen advertises mostly on social media platforms such as Instagram with posts showcasing their ready-to-wear collections and a shopping section with the latest accessories. It has a following of 10.6 million followers. The brand presents all of their campaigns and runway shows through the brand's official YouTube channel which has a following of 72.6 thousand subscribers. To increase direct connection to the consumer, McQueen also has a Twitter page with more than 2 million followers. Alexander McQueen's retail website has a tab dedicated to the brand's history, campaigns, lookbooks and runways named 'World of McQueen'. The omnichannel advertising attracts consumers, especially younger ones, due to the quick and easy access to the brand and its products. Alexander McQueen's Instagram page (Instagram, 2021)

Alexander McQueen's World of McQueen and Twitter page (McQueen, 2021) (Twitter, 2021)

Alexander McQueen's YouTube channel (YouTube, 2021)

BRAND COMMUNICATION 22

BRAND COMMUNICATION...

BRAND MESSAGE Alexander McQueen’s brand message is to explore one's creativity and "find beauty in the grotesque". The brand wants its consumers to feel powerful through its couture as an armor against society. The House pushes the boundaries and rules of fashion. This inspires consumers to rebel against the standard of beauty and feel/be fearless.

COMMUNICATION STRATEGY The fashion house uses a DRIP model for communication strategy and consumer engagement through their social media, web presence and personalised newsletter as well as public relations which helps identify and keep the brand's market position as well as create brand awareness.

BRAND ADVERTISING

PR EVENTS Savage Beauty Exhibition CAMPAIGNS Vogue, i-D, Dazed

CELEBRITIES Kate Middleton, Lady Gaga, Beyoncé, Dita Von Teese

CO-BRANDING Puma, MAC, Samsonite

EARNED MEDIA

The products have a strong punk identity especially through its main shades: red and black. Alexander McQueen differentiates itself from other luxury brands usually seen as sophisticated The brand's message is reinforced through its campaigns, media publishing such as articles in internationally known fashion magazines (Vogue) and cunningly its controversies McQueen uses its strong social media presence and events to inform consumers of the brand on a global level also through celebrities such as Kate Middleton or Lady Gaga often seen wearing the brand

PAID

SHARED

MEDIA

MEDIA CONTENT McQueen Documentary

OWNED BRAND AMBASSADOR Jun Ji-Hyun

MEDIA

MEDIA SHARING SITES MyMcQ, Podcasts

SOCIAL MEDIA Instagram, YouTube, Facebook, Twitter, Weibo, WeChat

The brand persuades consumers that through their purchases their rebellious personality will be portrayed succesfully DRIP communication model for Alexander McQueen (Author, 2021)

PESO communication model for Alexander McQueen (Author, 2021)

BRAND COMMUNICATION...

COLLABORATIONS Alexander McQueen made multiple collaborations with Puma such as the shoeline collaboration with the brand's diffusion line McQ as well as the PUMA by Alexander McQueen lookbook and the 2007 Collection. MAC Cosmetics released a makeup collaboration with Alexander McQueen in 2007. Samsonite and McQueen did a collaboration in 2007 named The Black Label, featuring "ribcaged" suitcases.

BRAND EXTENSIONS Alexander McQueen has three main brand extensions which are the diffusion line McQ as well as fragrances and jewellery. McQ is a subbrand created in 2006 that offers a lower priced range of clothes and is one of the first brands to have no internal hierarchy or creative head (So, 2020), instead it is individual collaborators always shifting for a creative collective. This ultimately adds to the brand's current value.

Alexander McQueen's collaborations' and brand extensions' products

BRANDBOARD

Brandboard for Alexander McQueen (Author, 2021)

BUSINESS ETHICS...

SWOT ANALYSIS StrengthS Policy approved by CanopyStyle to prevent deforestation of endangered forests in its supply chain (Good on You, 2020)

BUSINESS ETHICS

OPPORTUNITIES Relaunching the diffusion line McQ as a new business model with an innovative and collaborative platform MYMCQ (Kering, 2021)

Reduces hazardous chemicals from the leather tanning processes (Good on You, 2020)

Use of an innovative forensic technology with traceability expert Oritain to verify the provenance of leather (Kering, 2021)

Robust policy to ensure animal welfare in its supply chain

Multiple controversies although seen as Threats actually played in favour of Alexander McQueen to some extent by ensuring the brand's provocative identity

Committed to the sustaining of British craft Established & strong brand image Globally recognised and distributed Science-based target to reduce greenhouse gas emissions (Good on You, 2020)

WEAKNESSES Does not use eco-friendly materials No evidence it ensures payment of a living wage in its supply chain Uses leather and exotic animal hair Unaffordable to the mass market

Expansion worldwide from its main markets in the UK and US Major growth in Asia and South Pacific market

THREATS 1995 Highland Rape show which introduced the designer’s trademark bumster pants were deemed indecent. (Vogue, 2014) 2000 Eshu catwalk show, due to the extensive use of fur and leather in the collection animal rights activists present threatened a bomb scare which was ultimately reported to the police that was also present McQueen accused of misogyny following the 2009 The Horn of Plenty runway show due to the models thought to be representing sex dolls with their overlined red and black lips and the wearing of what was meant to be trash as accessories

BRAND EVALUATION...

BRAND EVALUATION BRAND RESONANCE BRAND's CURRENT OFFERING

Positive differentiation Brand awareness Brand recognition Customer loyalty resonance

JUDGMENT

Luxurious Overpriced Exclusivity Different PERFORMANCE

High-quality products Exquisite tailoring British craft

FEELINGS

Powerful Daring Ostentatious Experimentalist IMAGERY

Avant-garde designs Theatrical Rebellious

salience

Punk, British, Shock value, Unique, Unconventional shows Modern, Controversial Keller brand resonance model for Alexander McQueen (Author, 2021)

Overall, Alexander McQueen is a fashion powerhouse with an inviolable identity of punk and street English culture. Through its avant-gardiste designs, the brand has managed to stabilize its position in the market. Alexander McQueen has a good brand resonance which explains its important market growth that is still expanding, especially in Asia and the South Pacific. Its main assets would undoubtedly be its strong online presence that brings the consumer closer to the brand. future potential

The brand needs to expand more worldwide through events such as exhibitions or fashion installations. Added to this, Alexander McQueen should invest in more eco-friendly materials and use an alternative to real leather (fake, vegan leather) and exotic animal skin (fake fur and snakeskin). Collaborations with makeup brands, perfume brands and other fashion brands as well as the creation of a makeup brand extension would increase its brand awareness. Alexander McQueen should start investing more in community projects like Bond Street (White, 2019) where young people and fashion/art passionates could create artistic artefacts.

REFERENCES... BOOKS Jackson, T. and Shaw, D., 2009. Mastering Fashion Marketing. Basingstoke: Palgrave Macmillan. Posner, H. (2015) Marketing Fashion: Strategy, Branding and Promotion. London: Laurence King.

REPORTS Keringcorporate.dam.kering.com. 2021. 2019 Financial Document. [online] Available at: <https://keringcorporate.dam.kering.com/m/5950e4d285ac1f9a/original/2019-FinancialDocument.pdf> [Accessed 3 March 2021].

Keringcorporate.dam.kering.com. 2021. 2019 Full Year Results. [online] Available at: <https://keringcorporate.dam.kering.com/m/57a7ad2619884844/original/KERING_ Document_Financier_2020_Production_UK.pdf> [Accessed 3 March 2021]. Keringcorporate.dam.kering.com. 2021. 2020 Financial Document. [online] Available at: <https://keringcorporate.dam.kering.com/m/6afdbdc25e6daf6b/original/PowerPointPresentation.pdf> [Accessed 3 March 2021]. Keringcorporate.dam.kering.com. 2021. 2020 Financial Results. [online] Available at: <https://keringcorporate.dam.kering.com/m/2cc9f349ead563b1/original/2019-Full-yearResults.pdf> [Accessed 3 March 2021].

ARTICLES

Aaker, D. (2013). How to Identify Your Brand Personality. [online] Growth Transformation Consultants | Prophet. Available at: https://www.prophet.com/2013/04/what-should-your-brandspersonality-be/ [Accessed 4 Mar. 2021]. Acutt, M. (2016). Marketing Mix - Product – The Marketing Mix. [online] The Marketing Mix. Available at: https://marketingmix.co.uk/product/ [Accessed 4 Mar. 2021]. Alexander McQueen (n.d.). Alexander McQueen | Designer Fashion and Luxury Clothing. [online] www.alexandermcqueen.com. Available at: https://www.alexandermcqueen.com/en-gb [Accessed 4 Mar. 2021].

REFERENCES

Bowen, P., 2015. An Alexander McQueen Timeline. [online] Bleeckerstreetmedia.com. Available at: <https://bleeckerstreetmedia.com/editorial/alexander-mcqueen-timeline> [Accessed 3 March 2021]. Bowles, H. (2017). Alexander McQueen’s Successor, Sarah Burton, on Taking the Brand Beyond Its Dark Past. [online] Vogue. Available at: https://www.vogue.com/article/designersarah-burton-alexander-mcqueen-history-future-of-brand. British Vogue. 2015. Today In History - April 12. [online] Available at: <https://www.vogue.co.uk/article/alexander-mcqueen-joined-the-gucci-group> [Accessed 3 March 2021]. Christine, C. (2007). MAC Cosmetics - Alexander McQueen Collection & Inspiration. [online] Temptalia: Makeup Reviews, Swatches, Dupes to Help You Shop Smarter! Available at: https://www.temptalia.com/mac-cosmetics-alexander-mcqueen-collection-inspiration/ [Accessed 4 Mar. 2021]. Clark, T. (2019). First look: Alexander McQueen’s new London flagship. [online] Drapers. Available at: https://www.drapersonline.com/news/first-look-alexander-mcqueens-new-londonflagship [Accessed 4 Mar. 2021]. Coggles (2014). Alexander McQueen Brand History. [online] Coggles. Available at: https://www.coggles.com/life/fashion/alexander-mcqueen-brand-history/ [Accessed 4 Mar. 2021]. CPP Luxury. (2021). Alexander McQueen defies pandemic aiming to double global retail network. [online] Available at: https://cpp-luxury.com/alexander-mcqueen-defies-pandemicaiming-to-double-global-retail-network/ [Accessed 4 Mar. 2021]. Disko (2019). Brand history: Alexander McQueen. [online] Kering.com. Available at: https://www.kering.com/en/houses/couture-and-leather-goods/alexander-mcqueen/history/ [Accessed 4 Mar. 2021]. Dover Street Market (n.d.). Dover Street Market. [online] shop.doverstreetmarket.com. Available at: https://shop.doverstreetmarket.com/comme-des-garcons/play [Accessed 4 Mar. 2021].

Biography (2017). Alexander McQueen. [online] Biography. Available at: https://www.biography.com/fashion-designer/alexander-mcqueen [Accessed 4 Mar. 2021].

Ebrahim, G. (2020). Drippin’ In Gold, Take A Look At The Alexander McQueen SS20 Jewelry. [online] fyzzymag.com. Available at: https://fizzymag.com/articles/alexander-mcqueen-ss20jewelry [Accessed 4 Mar. 2021].

Blanks, T. (2014). Alexander McQueen’s Controversial “Highland Rape” Show. [online] Vogue Videos. Available at: https://www.vogue.com/video/watch/throwback-thursdays-with-timblanks-alexander-mcqueen-s-controversial-highland-rape-show [Accessed 4 Mar. 2021].

Ellison, J., 2019. Alexander McQueen AW19 — the billion-dollar-brand plan starts to bloom. [online] Ft.com. Available at: <https://www.ft.com/content/392aafae-3f37-11e9-9beeefab61506f44> [Accessed 3 March 2021].

REFERENCES... Evans, C., 2021. [online] Fashion-history.lovetoknow.com. Available at: <https://fashionhistory.lovetoknow.com/fashion-clothing-industry/fashion-designers/alexander-mcqueen> [Accessed 3 March 2021].

Kinkytiger.com. 2020. Fashion: Reminiscing over Alexander McQueen… | Kinky Tiger. [online] Available at: <https://kinkytiger.com/reminiscing-over-alexander-mcqueen> [Accessed 3 March 2021].

Flaherty, E. (2009). Alexander McQueen: Misogyny or Artistry? [online] Allure. Available at: https://www.allure.com/story/backstage-alexander-mcqueen-mi [Accessed 4 Mar. 2021].

lkkatherine (2015). The Secret Identity of Alexander McQueen. [online] Fashion & Power 2015. Available at: https://fashpow2015.wordpress.com/2015/04/30/the-secret-identity-of-alexandermcqueen/ [Accessed 4 Mar. 2021].

Gomes, L.A. (2010). 19 Alexander McQueen Collaborations. [online] TrendHunter.com. Available at: https://www.trendhunter.com/slideshow/alexander-mcqueen-collaborations [Accessed 4 Mar. 2021]. Good on You (2020). Sustainability Rating Alexander Mcqueen. [online] Goodonyou.eco. Available at: https://directory.goodonyou.eco/brand/alexander-mcqueen [Accessed 4 Mar. 2021]. Hanlon, A. (2013). How to Use the DRIP model? | Smart Insights. [online] Smart Insights. Available at: https://www.smartinsights.com/traffic-building-strategy/offer-and-messagedevelopment/use-drip-model/ [Accessed 4 Mar. 2021]. Hawker, K. (2019). Keller’s Brand Equity Model — What It Is & How to Use It. [online] Medium. Available at: https://medium.com/@keatonhawker/kellers-brand-equity-model-what-itis-how-to-use-it-84e42d562299 [Accessed 4 Mar. 2021]. Hibler, J. (2019). Sarah Burton | English fashion designer. [online] Encyclopedia Britannica. Available at: https://www.britannica.com/biography/Sarah-Burton [Accessed 4 Mar. 2021]. Influenceu (2015). McQ History | influenceu. [online] www.influenceu.com. Available at: https://www.influenceu.com/en-ca/editorial/mcq-history [Accessed 4 Mar. 2021]. Kering (2020). Alexander McQueen. [online] Kering Sustainability Progress Report 2020. Available at: https://progress-report.kering.com/home/houses-in-action/alexander-mcqueen/ [Accessed 4 Mar. 2021]. Kering.com. 2021. [online] Available at: <https://www.kering.com/en/houses/couture-andleather-goods/alexander-mcqueen/history/> [Accessed 28 February 2021]. Kim, H. and Kang, H., 2012. The Design Trend and Identity of Alexander McQueen Based on the Cultural and the Artistic Background of England. [online] Aodr.org. Available at: <http://www.aodr.org/xml/00215/00215.pdf> [Accessed 3 March 2021].

Lombard, C. (2018). The Brand Identity Prism and how it works | How Brands Are Built. [online] How Brands Are Built. Available at: https://howbrandsarebuilt.com/blog/2018/12/21/the-brand-identity-prism-and-how-it-works/ [Accessed 4 Mar. 2021]. Lorna (2019). Alexander McQueen Oversized Trainers Sneakers Review. [online] Raindrops of Sapphire. Available at: https://raindropsofsapphire.com/2019/07/08/alexander-mcqueenoversized-trainers-sneakers-review/ [Accessed 4 Mar. 2021]. MENDO. 2018. Alexander McQueen, the hooligan of fashion - MENDO. [online] Available at: <https://www.mendo.nl/journal/stories/alexander-mcqueen-hooligan-fashion/> [Accessed 28 February 2021]. Milligan, L. (2010). The Next Step. [online] British Vogue. Available at: https://www.vogue.co.uk/article/alexander-mcqueens-mcq-label-moves-forward [Accessed 4 Mar. 2021]. Milligan, L. (2015). FIRST LOOK: McQueen’s Savage Beauty. [online] British Vogue. Available at: https://www.vogue.co.uk/gallery/alexander-mcqueen-va-savage-beauty-previewpictures-inside [Accessed 4 Mar. 2021]. Mugrabi, C., 2018. A Locket of Hair by Alexander McQueen. [online] Minnie Muse. Available at: <https://www.minniemuse.com/articles/musings/a-locket-of-hair-by-alexander-mcqueen> [Accessed 3 March 2021]. Pena, A. (2017). Alexander McQueen Logo Design History and Evolution | LogoRealm.com. [online] Logo Realm. Available at: http://logorealm.com/alexander-mcqueen-logo/ [Accessed 4 Mar. 2021]. Richardson, M. (2018). How Puma’s Collab with Alexander McQueen Changed Luxury Sneakers. [online] Grailed. Available at: https://www.grailed.com/drycleanonly/puma-alexandermcqueen-collaboration-history [Accessed 4 Mar. 2021].

REFERENCES... So, D. (2020). Alexander McQueen Launches MCQ, A Blockchain-Powered Creative Platform. [online] Highsnobiety. Available at: https://www.highsnobiety.com/p/alexander-mcqueenlaunches-mcq/ [Accessed 4 Mar. 2021].

Yotka, S., 2020. 10 Years Ago, Alexander McQueen’s Plato’s Atlantis Show Imagined Fashion’s Future. [online] Vogue. Available at: <https://www.vogue.com/article/alexandermcqueen-spring-2010-platos-atlantis> [Accessed 3 March 2021].

Taylor, N. (2020). Alexander McQueen introduces seamless omnichannel strategy. [online] Fashion Network. Available at: https://uk.fashionnetwork.com/news/Alexander-mcqueenintroduces-seamless-omnichannel-strategy,1262417.html [Accessed 4 Mar. 2021].

IMAGES

The Guardian. 2017. McQueen move fuels fashion feud. [online] Available at: <https://www.theguardian.com/uk/2000/dec/05/charlieporteronmensfashion.expertopinions> [Accessed 3 March 2021]. Turner, L. (2018). Alexander McQueen launches eight new fragrances exclusively at Harrods. [online] globalblue. Available at: https://www.globalblue.com/destinations/uk/london/harrodsexclusive-alexander-mcqueen-fragrances [Accessed 4 Mar. 2021]. Victoria & Albert Museum (2015). Alexander McQueen: Savage Beauty - About the Exhibition - Victoria and Albert Museum. [online] Vam.ac.uk. Available at: http://www.vam.ac.uk/content/exhibitions/exhibition-alexander-mcqueen-savage-beauty/aboutthe-exhibition/ [Accessed 4 Mar. 2021].

Adela Leon Segui. “Inspirando a McQueen,” Adela Leon Segui, 2014, www.adelaleonsegui.com. Accessed 4 Mar. 2021. Akbareian, Emma. “Alexander McQueen to Return to London Fashion Week,” The Independent, 10 Dec. 2015, www.independent.co.uk/life-style/fashion/alexander-mcqueen-return-londonfashion-week-a6768116.html. Accessed 4 Mar. 2021.

早春服裝系列報導：極盡華麗的花卉⾵景，

Alexander McQueen. “2020 Alexander McQueen ,” Le Femin, 2019, thefemin.com/2019/11/resort-2020-alexandermcqueen/. Accessed 4 Mar. 2021.

致敬英倫傳統⼿⼯藝

---. “Alexander McQueen 2008 Fall Campaign,” Pinterest, 2014, www.pinterest.nz/pin/369506344398025737/. Accessed 4 Mar. 2021.

Vogue Australia. 2018. The story of Alexander McQueen. [online] Available at: <https://www.vogue.com.au/fashion/news/the-story-of-alexander-mcqueen/newsstory/d61b845aed2210f68463c256faa88970> [Accessed 3 March 2021].

---. “Alexander McQueen Skull Scarf,” Flannels, 2021, www.flannels.com/alexander-mcqueenskull-scarf-700070. Accessed 4 Mar. 2021.

Turgeon, V. (2020). What is the PESO Model and Why Use It? [online] Brandpoint. Available at: https://www.brandpoint.com/blog/earned-owned-paid-media/ [Accessed 4 Mar. 2021].

---. “Alexander McQueen Spring/Summer 2019 Campaign,” Models, 2019, models.com/work/alexander-mcqueen-alexander-mcqueen-springsummer-2019-campaign. Accessed 4 Mar. 2021.

White, R. (2019). the alexander mcqueen flagship store features a study space for students. [online] i-D. Available at: https://i-d.vice.com/en_uk/article/mbzemx/alexander-mcqueenflagship-store-study-space-students [Accessed 4 Mar. 2021].

---. “An Bailitheor Cnámh Fall 2010 / Menswear,” Tumgir, 2010, www.tumgir.com/tag/Alexander%20McQueen%20Menswear. Accessed 4 Mar. 2021.

Vivienne Westwood (2018). Vivienne Westwood | Official Website. [online] WWW.VIVIENNEWESTWOOD.COM. Available at: https://www.viviennewestwood.com/en/ [Accessed 4 Mar. 2021]. Wolfson, R. (2020). Fashion house Alexander McQueen joins blockchain trend with new label. [online] Cointelegraph. Available at: https://cointelegraph.com/news/fashion-brand-alexandermcqueen-joins-blockchain-trend-with-new-label [Accessed 4 Mar. 2021].

アレキサンダーマックイーン

---. “ Alexander McQUEEN,” blog.goo.ne.jp/styles2011/m/201203. Accessed 4 Mar. 2021.

プロフィール, 2012,

---. “Generation Cruel: McQueen’s Latest Collection Is Almost Entirely Fur While Cara Delevingne, Kate Moss and Rihanna Are Swathing Themselves in Skins,” Daily Mail, 2014, www.dailymail.co.uk/femail/article-2573659/Generation-Cruel-McQueens-latest-collectionentirely-FUR-Cara-Delevingne-Kate-Moss-Rihanna-swathing-skins.html. Accessed 4 Mar. 2021.

REFERENCES... ---. “McQ by Alexander McQueen Black Gothic Red Text Logo Sweatshirt,” Brother2Brother, 2020, www.brother2brother.co.uk/men-c163/clothing-c18/mcq-by-alexander-mcqueen-blackgothic-red-text-logo-sweatshirt-p12769. Accessed 4 Mar. 2021.

David Collins Studio. “London Fashion Week - This Week in Pictures - 16/09/2013,” Vogue, 2013, www.vogue.co.uk/gallery/this-week-in-pictures-london-fashion-week? image=5d5490bd77920900082a6ccc. Accessed 4 Mar. 2021.

---. “New Alexander McQueen Campaign for Fall/Winter 2014,” Boca Do Lobo, 2014, www.bocadolobo.com/blog/fashion/new-alexander-mcqueen-campaign-for-fallwinter-2014/. Accessed 4 Mar. 2021.

Fury, A. “Origin of a Man: The Bare Bones of Alexander McQueen’s Fashion Genius.,” The Independent, 2015, www.independent.co.uk/life-style/fashion/features/origin-man-bare-bonesalexander-mcqueen-s-fashion-genius-10100969.html. Accessed 4 Mar. 2021.

---. “The Metropolitan Museum of Art’s Alexander McQueen: Savage Beauty Exhibition,” Cultja, 2011, cultja.com/page/8/. Accessed 4 Mar. 2021.

Garment Quarter. Garment Quarter, 2021, www.garmentquarter.com/product/alexandermcqueen-womens-glitter-oversized-sneakers-23075. Accessed 4 Mar. 2021.

Baker, Lindsay. “From Warrior Princesses to Mythical Creatures, Alexander McQueen’s Work Was Filled with Fantasy and the Macabre. Lindsay Baker Looks Back at a Unique Artist,” BBC, 2015, www.bbc.com/culture/article/20150313-fashions-dark-fairytale. Accessed 4 Mar. 2021.

Getty Images. “Kate Middleton’s Wedding Dress: A Closer Look at the Alexander McQueen Creation,” Hello Magazine, 2011, www.hellomagazine.com/royalty/gallery/2016042969101/kate-middleton-wedding-dress-detailsanniversary/1/. Accessed 4 Mar. 2021.

Bonhôte, Ian, and Peter Ettedgui. “Alexander Mcqueen Fashion Documentary,” Pinterest, 2018, www.pinterest.co.uk/pin/486951778456746271/. Accessed 4 Mar. 2021. Borrelli-Perrson, L. “Spring 1997 Couture Givenchy,” Vogue, 2020, www.vogue.com/fashionshows/spring-1997-couture/givenchy. Accessed 4 Mar. 2021. Chavez, Richard. “Beyonce at World Premiere of Disney’s ‘the Lion King,’” Alamy, 2019, www.alamy.com/beyonce-at-world-premiere-of-disneys-the-lion-king-held-at-the-dolby-theaterin-hollywood-ca-july-9-2019-photo-by-richard-chavez-picturelux-image260350480.html. Accessed 4 Mar. 2021. Christie's. “Alexander McQueen Armadillo Shoes Bring in $295,000 at Christie’s,” Footwear News, 2015, footwearnews.com/2015/fashion/designers/alexander-mcqueen-armadillo-shoeschristies-lady-gaga-nepal-46598/. Accessed 4 Mar. 2021. Christine. “MAC Cosmetics - Alexander McQueen Collection & Inspiration,” Temptalia, 29 Oct. 2009, www.temptalia.com/mac-cosmetics-alexander-mcqueen-collection-inspiration/. Accessed 4 Mar. 2021. Condé Nast. “Alexander McQueen 2020-2021 Fall Winter Womens Runway,” Denim Jean Observer, 2020, www.denimjeansobserver.com/mag/2020/04/14/alexander-mcqueen-20202021-fall-winter-womens-runway-paris-fashion-week-welsh-folklore-pantsuit-spoons-denimjeans-observer/. Accessed 4 Mar. 2021. ---. “Show to Know: When Alexander McQueen’s Robots Spray-Painted Shalom Harlow,” Allure, 2016, www.allure.com/story/alexander-mcqueen-shalom-harlow-runway-show. Accessed 4 Mar. 2021. ondé Nast Archive. “Shaun Leane Shares 5 Lessons He Learned from Alexander McQueen,” Vogue, 2017, www.vogue.com/article/shaun-leane-lessons-learned-from-alexander-mcqueenjewelry-sale-sothebys. Accessed 4 Mar. 2021.

---. “The Historical Significance of Kim Kardashian West’s Vintage Alexander McQueen Dress,” Bazaar, 2020, www.harpersbazaar.com/uk/fashion/a30849393/kim-kardashian-vintagealexander-mcqueen-oyster-dress-oscars/. Accessed 4 Mar. 2021. Haute Today. “Tribute to Alexander McQueen,” Haute Today, 2021, hautetoday.com/2010/02/11/rip-alexander-mcqueen/. Accessed 4 Mar. 2021. Huang, F. “Alexander McQueen | Death Aesthetics | FEIYI.,” Blogs.brighton.ac.uk, 2017, blogs.brighton.ac.uk/fayii/2017/03/24/alexander-mcqueen-death-aesthetics/. Accessed 4 Mar. 2021. Ilchi, Layla. “Charting Sarah Jessica Parker’s Met Gala Red Carpet Style Evolution,” WWD, 2019, wwd.com/fashion-news/fashion-scoops/sarah-jessica-parker-met-gala-red-carpet-styleevolution-1203117338/. Accessed 4 Mar. 2021. Kashmire, Monia. “La Nouvelle Campagne de La Collection Automne-Hiver 2009/2010 d’Alexander McQueen Nous Plonge Dans Un Vertige Ponctué d’Imprimés Graphiques.,” Puretrend, 2 Oct. 2009, www.puretrend.com/article/tara-gill-par-david-burton-la-nouvellecampagne-d-alexander-mcqueen_a36654/1. Accessed 4 Mar. 2021. MAC Cosmetics. “MAC for McQueen,” Beauty Shelf, 2007, www.beautifulmakeupsearch.com/beauty-blog/2007/10/2/mac-for-mcqueen.html. Accessed 4 Mar. 2021. Madden, A. “The Surprising Way to Get Your Hands on These Insane Alexander McQueen Shoes,” Pop Sugar, 2015, www.popsugar.co.uk/fashion/Surprising-Way-Get-Your-HandsInsane-Alexander-McQueen-Shoes-37902957? utm_medium=redirect&utm_campaign=US:GB&utm_source=www.google.com. Accessed 4 Mar. 2021.

REFERENCES... Marie Claire. “Lady Gaga’s Best Alexander Mcqueen Outfits,” Marie Claire, 2020, www.marieclaire.com/fashion/g32161227/lady-gaga-outfits/. Accessed 4 Mar. 2021. Pentagram. “Alexander Mcqueen, Los Angeles,” Pentagram, 2014, www.pentagram.com/work/alexander-mcqueen-los-angeles?rel=discipline&rel-id=3. Accessed 4 Mar. 2021. Pinterest. “Alexander Mcqueen,” Pinterest, 2021, www.pinterest.co.uk/pin/487514728396631245/. Accessed 4 Mar. 2021. ---. “Alexander McQueen 2001 S/S Show,” Pinterest, 2012, www.pinterest.nz/pin/343751384030171913/. Accessed 4 Mar. 2021. ---. “Alexander McQueen Hair Strand Tags,” Pinterest, 2019, www.pinterest.co.uk/pin/493073859205576748/. Accessed 4 Mar. 2021. ---. “Catwalk Show Alexander McQueen,” Pinterest, 2015, www.pinterest.co.uk/pin/452119250070412856/. Accessed 4 Mar. 2021. ---. “Designer Alexander McQueen Portrait,” Pinterest, 2008, www.pinterest.co.uk/pin/431360470534357979/. Accessed 4 Mar. 2021. Rogar, Silvia. “Sarah Burton a Caminho Da Dior?,” Vogue Globo, 22 Jan. 2016, vogue.globo.com/moda/moda-news/noticia/2016/01/sarah-burton-caminho-da-dior.html. Accessed 4 Mar. 2021. Sim, Andrea. “Coming Soon: McQ Gets Technical with Puma for a Sneaker Collaboration,” Buro, 2 Jan. 2016, www.buro247.sg/fashion/accessories/mcq-alexander-mcqueen-pumacollaboration.html. Accessed 4 Mar. 2021. Smirnoff, Nicolas. “McQueen Premieres at Tribeca Film Festival,” Art Is Alive, 28 Apr. 2018, artisalive.co.uk/2018/04/25/mcqueen-premieres-at-tribeca-film-festival/. Accessed 4 Mar. 2021. Sowray, Bibby. “Alexander McQueen to Show Menswear Collection in London,” Telegraph, 12 Sept. 2012, fashion.telegraph.co.uk/news-features/TMG9537839/Alexander-McQueen-to-showmenswear-collection-in-London.html. Accessed 4 Mar. 2021. T, Dimitra. “McQueen’s Collection for Samsonite, Black Label,” Lenfanterrible.blogspot.com, 2009, llenfanterrible.blogspot.com/2009/12/pumasamsonitemcq.html. Accessed 4 Mar. 2021. Team, P. “Alexander McQueen Savage Beauty Comes London Victoria Albert Museum,” Photoshoot Magazine, 2014, www.photoshootmagazine.co.uk/alexander-mcqueen-savagebeauty-comes-london-victoria-albert-museum/. Accessed 4 Mar. 2021.

The Glass Magazine. “Glass Showcases Alexander McQueen‘s Three New Jewellery Collections,” The Glass Magazine, 2020, www.theglassmagazine.com/glass-showcasesalexander-mcqueens-three-new-jewellery-collections/. Accessed 4 Mar. 2021. Times Magazine. “A History of Sarah Burton’s Inspired Collections and Stage Sets for Alexander McQueen,” The New York Times Style Magazine, 2014, www.nytimes.com/2014/08/22/t-magazine/a-history-of-sarah-burtons-inspired-collections-andstage-sets-for-alexander-mcqueen.html. Accessed 4 Mar. 2021. Turner, Lucinda. “Alexander McQueen Launches Eight New Fragrances Exclusively at Harrods,” Global Blue, 14 Aug. 2018, www.globalblue.com/destinations/uk/london/harrodsexclusive-alexander-mcqueen-fragrances. Accessed 4 Mar. 2021. Tyler, Mariel. “Alexander McQueen Spring Summer 2018 - Fresh off the Runway,” Elle, 2017, www.elle.com/runway/g12775330/alexander-mcqueen-runway-show-ss18/. Accessed 4 Mar. 2021. Vinoodh, Inez. “Alexander Mcqueen Portrait Black and White,” Pinterest, 2009, www.pinterest.co.uk/pin/784822672533444024/. Accessed 4 Mar. 2021. Vogue. “Alexander McQueen Ouvre Sa Première Boutique Parisienne,” Vogue France, 2015, www.vogue.fr/mode/news-mode/diaporama/alexander-mcqueen-ouvre-une-boutique-aparis/22621. Accessed 4 Mar. 2021. ---. “Alexander McQueen RESORT 2020,” Vogue, 2019, www.vogue.com/fashionshows/resort-2020/alexander-mcqueen. Accessed 4 Mar. 2021. ---. “Alexander McQueen’s Iconic Horn of Plenty Show Debuted 10 Years Ago Read More: Https://Chictrends.co.uk/Chictrends-Alexander-Mcqueens-Iconic-Horn-of-Plenty-ShowDebuted-10-Years-Ago/#Ixzz6o6vpyrGC,” Chic Trends, 2019, chictrends.co.uk/chictrendsalexander-mcqueens-iconic-horn-of-plenty-show-debuted-10-years-ago/. Accessed 4 Mar. 2021.

永遠的⼥神全智賢2021春夏時尚⼤⽚曝光，詮釋Alexander McQueen可鹽可甜簡直美出新⾼度!,” Vogue, 2021, www.vogue.com.tw/fashion/article/alexander-mcqueen-全智賢. ---. “

Accessed 4 Mar. 2021.

Wolf, Cameron. “Britain Is Considering Putting Alexander McQueen on Its Currency,” Complex, 2015, www.complex.com/style/2015/05/alexander-mcqueen-could-be-on-britishmoney. Accessed 4 Mar. 2021. WWD. “Kaia Gerber Commands Attention in a Dramatic Pink Featured Dress as She Walks the Runway at Alexander McQueen’s Paris Fashion Week Show,” Daily Mail, 2019, www.dailymail.co.uk/tvshowbiz/article-7522255/Kaia-Gerber-commands-attention-dramaticpink-featured-dress-Alexander-McQueens-PFW-show.html. Accessed 4 Mar. 2021.

APPENDIX...

A survey was conducted as primary research by the author via Google Forms to understand consumers' perception of Alexander McQueen's brand identity and resonance as well as its competitors. Responses collected from 25 candidates.

APPENDIX

APPENDIx...

APPENDIX...