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CONTENTS PAGE
Executive Summary
5-6 Chosen Brand
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Brand Identity
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Brand Consumer
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Brand Positioning
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Consumer mix
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Bibliography
Advertisment Public Relation Sales Promotion Social Media
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EXECUTIVE SUMMARY This report examines the Italian brand ‘Moschino’ and analyses the designer house as a whole. Through this body of work, it is clear to see Moschino is dominating other luxury competitors around the world with their modern take on what they believe to be “fashionable and identifiable” With multiple different brands within the Moschino name it is clear to see the
brand is catering for consumers of all ages and personalities. From their apparel line, kids clothing and even beauty Moschino isn’t leaving any part of the industry unscathed. Findings have concluded that Moschino caters for young female adults, who receive a high income base salary. In order to do this, they incorporate modern day issues with bespoke designs that have become
signature to the name Moschino. From the use of primary and secondary research all key areas of the brand have been researched into, ranging from their consumer’s/ target audience to their advertising campaigns. This report covers all aspects of the brands growth and positioning with the current UK and international market as well as learning how the brands identity came about.
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CHOSEN BRAND Throughout this report the research has been conducted through different means of methodology including; first hand interviews, Books, Media articles, and websites. In the following report the research collated will focus on Brand Identity, Brand consumers, their position within the current market and ultimately what makes them stand out against their competitors. Moschino was founded by Franco Moschino in Milan, Italy in 1983. After 11 years working as an illustrator for Gianni Versace and Italian fashion label Cadette, Franco decided to branch out and create a brand to represent his own identity. Specialising in ready to wear, fashion accessories, and fragrances the fashion house consists of several labels: Moschino (women’s and men’s line), Moschino cheap and chic created in 1988, and Love Moschino also known as Moschino jeans until 2008. Unlike any other brand before them Moschino arrived bringing with them individuality, pioneering and eccentric designs ultimately rocking the
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fashion industry and seeing Franco criticised for his anomalous taste. Having never reached his full potential from an untimely death, his assistant Rosella Jardine took over his positon and became the new creative director of a vastly growing brand. For 20 years she Kept the brand alive and carried out the same values as Franco until she stepped down in 2014, therefor allowing American born designer Jeremy Scott to take over. Arriving with him was his entourage of celebrity followers, which brought the company the much needed attention it was lacking. Now an international icon within the fashion industry Moschino has a global network of mono label stores, franchise stores and even small boutiques set up within some of the most prestigious stores in the world for example; sacks 5th avenue, Harrods and el Corte ingles located in Milan. 150 plus stores and counting an impressive portfolio for a brand that’s just celebrated its 33rd birthday. Since Jeremy Scott’s stepped into the role of creative director Moschino has seen
their sales rise 7 percent in the first year alone, with plans to open more stores around the globe within the next few years it seems Moschino is only just getting started.
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BRAND IDENTITY The Brand Identity explores the way in which a brand portrays themselves to their consumers. (Ed Julius Wiedemann N.D) In order to do this, they use a multiple range of techniques from colours, names, symbols, to even the font. This is what allows the buyers to remember the brand by. (Alina Wheeler 2009) Franco Moschino was once quoted saying “I think fashion is something you can laugh about forever, but in the end, it’s the most difficult to laugh at because people take it so seriously” this quote signifies what he wanted to render within his brand. The brands name Moschino was attained
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from the surname of Mr Franco Moschino because the brand itself is a reflection of the man he was and the company it still attains to be today. Moschino use the font Helvetica which has now become appreciable to the Italian brand. Keeping it simple yet versatile with monotone corporate colours, an imitation of the contrast Moschino has on the fashion world. Moschino’s two backwards question mark logo is often found in stores around the globe, a branding that most believe to be a representation of Franco’s personality and question to the fashion industry shining through.
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BRAND POSITIONING
BRAND CONSUMER Moschino has a specific target audience in mind when it comes to their creation process. With a range of contemporary and pop cultural ideas demographics show it focuses on a clientele of 21-33. (slideshare. net/moschino, N.D) These consumers are motivated by selfexpression and individuality, they hold in high regard the unconventional side of the brand while seeking elation and adventure. Moschino is a luxury brand that appeals to a target audience of youthful individuals with
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a medium to high income. It has been shown that a broad range of consumers seek the more affordable accessories for they showcase a statement as well as exalt creativity. A lot of Moschino goods are price ranged between 150-1200 GBP. Compared to other luxury brands, Moschino is seen as a more affordable fashion house. Moschino being a fresh new take on a luxury brand appeals to celebrities and their followers, artists and people who work within fashion and entertainment industry. A customer of the brand was quotes saying “I am a creative individual who is fashion conscious but at the same time want to stand out among friends and colleagues. I like to stand out wherever I go and bold colours help me express the joy of life.” (academia. edu, 2015)
The brand positioning is the focal point for consumers in which category they believe the brand may fall into. A strong brand position is one that sustains in the mind of the consumer with a credible and unique focal point. These may include where in the current market the brand sits at and how they compete and stand out against fellow competitors. Moschino being a premium Italian brand shares a market with a vast number of competitors from the likes of Mui Mui, Armani, and Dolce & Gabana. So what makes Moschino stand out against these luxury fashion houses? With a unique selling point of being witty and surrealist it is able to reinterpret the classics allowing excitement for the consumers, as well as keeping them curious and wanting more. Moschino remains pertinent on the emotional sensual perception that has often been
criticised in the fashion industry. With the ability to observe the world around them and the issues at hand, the Italian fashion house is able to showcase fashion whilst at the same time portray an important message. For example; Moschino’s A/W14 collection ‘fast fashion’ which was Jeremy Scott’s first debut collection as creative director. Allowing people to feel like they are campaigning against causes while at the same time remaining fashionable could be the reason Moschino’s profits are rising an average of three percent a year since 2014 (aeffe, 2014 )
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A broad range of techniques are used for brands to portray and communicate themselves to their target consumers. (Alina Wheeler 2009) By keeping customers aware of products it increases the brands revenue, therefor making them more successful. Using a specific mix of advertising, public relations, personal selling, sales promotion, direct marketing and social media a brand is able to reach of to a whole audience of people and in a way that they choose to be perceived.
The main components of the communications mix being public relations also known as PR is what allows the professional maintenance of the brands image with the use of events, sponsorships, and celebrity endorsements/gifting not all of which are paid for. (brandingmagazine N.D) Moschino often uses celebrities and other public figures to endorse and advertise their products, these have included the likes of Katy Perry, Miley Cyrus, Rihanna and Madonna to name but a few. Katy Perry has recently become the new face of the Moschino after Moschino’s creative director Jeremy Scott designed her wardrobe for the American super bowl half time show in 2015. A clever way for the brand to reach out to the American consumer market as stats show that only six percent of the brands profits come from the USA, one of the world’s biggest fashion continents. This isn’t the first time the Italian fashion house has used events to create a buzz around the brand. Having such a bold, eccentric taste stands out to artists and this is why Moschino is one of the most sought after designers when it comes to touring and shows. An impressive portfolio ranging from Miley Cyrus’ bangers tour in 2014 to Lady Gaga’s born this way ball 2011/2012.
PUBLIC RELATIONS
COMMUNICATIONS MIX
Moschino use advertisement to connect to their target audience ranging from the ages of 21-33. (slideshare.net/moschino, N.D) In order to do this, they use a range of different means from billboards, online banners, to even radio. (fashion marketing, 2009) The main media platform Moschino is seen frequently using to advertised to its consumers is found within magazines, specifically fashion magazines from the likes of Vogue, Elle and Harper’s Bazaar. Advertising through this mean of communication enables them to directly associate with their target audience. In late 2015 Moschino aired a television advert showcasing a young male playing with a Barbie, this broke down the stereotypical boundaries of male and female toys. The ‘Moschino Barbie’ completely sold out within the first hour and in doing so made this one of Moschino’s most successful advertisement campaigns to date.
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is a reflection on the brands name and logo. With the store being at the for front of what the consumers first come into contact with it is important that the they reflect the brand in a way they want to be conceived, now what better way do that than a giant teddy bear riding a Harley Davidson motor cycle? Seen in Mayfair, London.
SOCIAL MEDIA
SALES PROMOTION
in reference to Mark Easey (fashion marketing, 2009). Moschino use sales promotion as an initiative to promote and increase their sales. Their tactics have been known to differentiate between the use of free samples, packaging of products, loyalty schemes and in store point of sale. During the launch of Moschino’s fresh couture eau de toilette perfume the brand ran an incentive stating that with every purchase of the fragrance the consumer would receive a smaller one free (escentual.com). Never one to shy away from bold, eccentric ideas the luxury Italian brand is known for their packaging, the use of eye catching images alongside the famous MOSCHINO name keeps consumers enticed with the brand and their happenings. To coincide with this the brand has always took considerable care when it comes to their stores. The black window frames contrasting against the white interior
Social media enables brands to broadcast content to their consumers quickly, efficiently and on a more personal level (socialmediaexaminer , 2013)With statistics showing 80 percent of marketers increased revenue to their site through the use of social media (Jason DeMers, Forbes 2014) it’s no wonder brands from around the continent are getting involved. Moschino has adapted well to the world of technology and its often found to be at the forefront of their marketing methods. Currently occupying a vast range of social media pages including; YouTube, Facebook, Instagram, and a twitter page its clear to see Moschino isn’t leaving any part of the web unscathed. These allow the brand to portray a more personal image with consumers for example Moschino was able to showcase their fashion shows through a
live stream, in doing so this the consumer is connected to the brand on a real time level rather than having to wait to see the collection elsewhere. Social Media creates a more personal relationship between the brand and the buyer this therefor increasing sales and profit.
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BIBLIOGRAPHY Londons moschino store (28-29 Conduit street, Mayfair, London W1S 2YB)
https://uk.pinterest.com (Images used throughout the report)
Selfridges London Oxford street and Manchester Exchange square
http://www.vogue.com/fashion-shows/spring-2016-ready-to-wear/moschino
Fashion Marketing, Third Edition (Mike Easey 2009)
https://www.behance.net/gallery/16030719/Moschino-
Brand Identity Now (Ed Julius Wiedemann)
http://people.com/style/katy-perrys-newest-moschino-ads-are-here-and-shespractically-naked-photos/
Designing Brand Identity third edition (Alina Wheeler 2009) Moschinos finace information http://www.aeffe.com/home.php http://www.fashiontimes.com/tags/moschino https://www.theguardian.com/fashion/moschino http://fashionista.com/designers/moschino http://www.harpersbazaar.co.uk/fashion/shows-trends https://themighty.com/2016/10/moschino-capsule-collection-draws-protests-from-addiction-activists/ http://www.independent.co.uk/life-style/fashion/features/moschino-30-yearson-italys-most-light-hearted-label-enters-a-new-era-9141670.html http://www.fashionstudiomagazine.com/2011/03/moschino.html https://www.styl.sh/articles/809-the-story-behind-moschino http://www.brandingmagazine.com/2011/09/18/moschino/
http://www.ibtimes.co.uk/milan-fashion-week-2014-moschinos-colourful-barbiedoll-inspired-spring-summer-2015-collection-1466346 http://nitrolicious.com/2015/03/13/moschino-ready-to-bear-fallwinter-2015-collection/ http://www.margotandmaude.com/blog/2015/2/10/fashion-dictionary-moschino http://www.myfashionlife.com/archives/2011/02/28/harpers-bazaar-and-brownsenlist-designers-for-charity-tees/rossella-jardini-_-moschino-harpers-bazaar-ukphoto-by-charlie-gray/ http://www.fashiongonerogue.com/photos-moschino-fall-2014-ads-carolyn-raquellinda/ http://www.fashiontimes.com/articles/8305/20140609/jeremy-scotts-fall-2014ad-campaign-moschino-unveiled.htm http://www.slideshare.net/TeoEn/moschino-brand-elements http://www.academia.edu/23570296/Moschino_Hermes_comparative_positioning_and_consumer_analysis
http://www.socialmediaexaminer.com/16-social-media-marketing-tips-fromthe-pros/
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