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Fashion Customer Profiles

Fashion Design Roughs Templates

Look through some of your fashion magazines and find an image of an interesting person. Try to go for someone for whom you would not normally consider designing a person from a different gender or age group, for example. Advertisements are good to work with because they usually suggest a lifestyle associated with the people featured. Start by jotting down words that describe your chosen customer. How old is he or she Where does he or she live, work, and go on vacation How wealthy is this person...

Strategic option one eretail only

Retail Strategic Option

The main activity of the luxury fashion retailers that have adopted this strategic option is that of exclusive e-retailing of luxury fashion goods. As a result, Figure 6.6 The e-retail strategic options Source Adapted from Harris and Dennis 2002 Marketing the e-business. Most feasible 4. Channel integration Figure 6.6 The e-retail strategic options Source Adapted from Harris and Dennis 2002 Marketing the e-business. all of the company's strategies are developed and attuned to online customer...

Effect 5 accessible luxury

Another important effect of the changing luxury scene is the increased accessibility of luxury fashion. Luxury fashion goods are now available to more consumers as a result of two major factors. First, the luxury consumer market has expanded and there are more people that can afford luxury goods, all over the world. Secondly, the product portfolio of luxury brands has undergone a modification as several products that previously had the 'exclusivity' attribute have been diffused to include...

Licensing methods and results

The major retail strategy adopted by Pierre Cardin is licensing of the brand name to third parties in multiple product categories. The company currently has more than 900 licensing agreements in several product groups like fashion and accessories, wines and spirits, confectionary, toiletries, home decorations, furniture, restaurants and hotels, among several others. These licensing agreements span more than 140 countries. In addition to these, there are several Pierre Cardin stores which retail...

Case illustration 3 the effect of licensing on Pierre Cardins brand equity

Pierre Cardin, whose name and business has one of the highest global recognition levels in the luxury fashion sector, is not only a fashion design icon, but has also become an institution. At his current age of 85 years, Pierre Cardin has a career in fashion spanning more than 65 years. He continues to preside over a fashion empire that he built from nothing and still owns 100 per cent. He has been described as the godfather of the fashion industry and as an unparalleled revolutionary. The...

New selling techniques

In order to gain competitive leverage in a more demanding retail climate and satisfy a more impatient consumer group, new and creative forms of luxury retailing are required. Luxury consumers have increasingly busy lifestyles and their shopping for luxury goods has become more challenging as a result of a crowded luxury market and the unavailability of online luxury shopping. This means that they are restricted to shopping in stores in most cases. However, several consumers no longer desire to...

Corporate and brand strategy

The Pierre Cardin brand and the man Pierre Cardin have one personality and identity. There have been minimal significant conscious efforts made to separate the personality of the brand Pierre Cardin from the man himself, Pierre Cardin. Although Pierre Cardin is the owner and ambassador of the brand Pierre Cardin, the brand entity has been entwined with the personality of Pierre Cardin, his beliefs, business practices and evolution. It is quite impossible to think about the brand without...

The confusion and clarification of fashion cobranding

Co-branding occurs when two different companies pair their brand names in a marketing context. This could include new or revived products, services or ventures as well as advertising or distribution outlets. The tactic of co-branding has been rare in the luxury goods sector mainly due to the high level of competition and brand protection among luxury brands. It is however currently gaining acceptance and popularity. The attempt at co-branding is believed to have been started by haute couture...

Are luxury fashion products suitable for eretailing

The early part of this chapter identified the major reasons for the late adoption of e-retail by luxury fashion brands, ranging from concern over diluting the brand aura to the popular consensus of the incompatibility of sensory goods and the web. Although these arguments have some logical business credibility, the reality is that it is possible to sell luxury goods online profitably. As proof to this, luxury brands like Louis Vuitton, Christian Dior and Gucci are pioneering e-retail in the...

Effect 4 the new luxury brands

The entry barrier of the luxury fashion sector has been lowered, as pointed out earlier in this chapter. In the past, several decades were required for a new luxury brand to build its credibility and awareness among consumers. Today, however, the timeline has reduced substantially. The main factors that have contributed to this are the internet which provides rapid and uniform information to consumers worldwide making the creation of brand awareness easier and the globalization of fashion...

Business concept and strategy

At the time of boo.com's launch, its founders stated the following We believe very strongly that in Boo.com there is a formula for a successful business, and fervently hope that those who are now responsible for dealing with the company will recognize this. In retrospect, it is evident that boo.com had no clearly defined business concept or strategic plan except the over ambitious plan to make the company both the largest and most sophisticated e-retailer of fashion goods in the world. Its...

Luxury consumer market indicators

Several luxury brand managers accede that the luxury goods sector doesn't require market segmentation like other categories of goods. While this viewpoint is credible in some areas, the luxury market environment has changed dramatically and consumer groups need to be monitored. Luxury brands need to understand who their customers are, where to find them and the key factors that drive their behaviour. This is an aspect of market segmentation. For example, trend-watchers from London-based company...

How can luxury brands customize goods and serviceso

The luxury industry has several misconceptions regarding mass customiza- o tion of goods and services. The most prominent of these misleading ideas is that mass customization increases operations costs. Another misapprehension is that the 'supposed' high costs incurred through customization will automatically be transferred to the price tags of the end products, making the products more expensive for consumers. There is also the doubt that luxury consumers will be willing to pay more for...

The case of designer outlet shopping villages

Roca Outlet Village

Discount shopping is a major retail feature that attracts consumers to brands. In pursuit of the best value for their money, consumers are ready and willing to go an extra mile for certain types of products including fashion goods. It was on this premise that the concept of discount outlet centres was developed for fashion goods. In the early days of this phenomenon, discount outlets were found mainly in North America, and were often warehouse-style retail centres on the outskirts of major...

Charles Frederick Worth Le Pre de la haute couture 182695

Charles Worth Fashion Designer

It is impossible to write about the origins of luxury fashion without paying tribute to Charles Frederick Worth, the man who began everything about Figure 2.1 Charles Frederick Figure 2.2 A design of Worth Worth, the man who invented showing his elaborate style and haute couture and later became attention to detail the first fashion entrepreneur Figure 2.1 Charles Frederick Figure 2.2 A design of Worth Worth, the man who invented showing his elaborate style and haute couture and later became...

Customer value

Consumers seek satisfaction from a brand's products or services through obtaining solutions to their needs and wants. In the case of luxury consumers, these might include emotional and psychological needs. When a luxury fashion consumer purchases a new timepiece from Rolex, the overall pleasure he obtains from the product not only originates from the physical attributes of the wrist watch itself, but also emanates from a package of contentment gained through the total brand experience which the...

C Option four channel integration

C Channel integration involves the effective streamlining of both the online 2 and offline retail channels. Brands that adopt this option recognize the presence of an online consumer group and provide a trading platform to satisfy cd them without compromising the strong emphasis placed on offline retail activities. This e-retail option is the most feasible for luxury fashion brands ro at the moment as it effectively aligns the online and offline retailing activ- gt ities and utilizes internal...

Focus Techniques

Female Figure Poses

In order to visualize a detail of an item of clothing, a head and shoulders view, an item of footwear etc, it is unnecessary to draw the figure in its entirety. It is sufficient to portray only the motif or the detail that you wish to emphasize, enlarging the area of interest and bringing it into close-up, using a technique common in cinema and photography. Each picture drawn serves to highlight a detail which must be clearly portrayed, in order to facilitate the faithful interpretation of the...

Store concept

Fashion Store Concept

The store is an integral aspect of luxury retailing and is crucial in representing the brand identity and meeting the expectations of visitors. The store is often the first point of real physical contact between consumers and brands. A brand's identity is mostly projected through the store concept, from where an image is either crafted or harmonized. This image leads on to a mind positioning and internal judgement of the brand by consumers. For example, if a consumer sees the advertisement of a...

A different fashion landscape

The definition of luxury has changed. Although the term 'luxury' is a paradox in itself, the concept of fashion that is tagged 'luxury' is no longer the same as it was as recently as twenty years ago. In the last several decades, the luxury sector has undergone a significant evolution as a result of several factors, which are carefully examined in this chapter. The analysis provides a portrait of the current luxury environment and acts as a catalyst for strategy development to manage the...

The Upper Body

Dynamic Figure Drawing The Body

The upper body, or torso, is certainly the most important anatomical part of the female figure its extreme plasticity and shape make it an important protagonist in so many ways. Stylists like to place it in evening dress with a surprising decolletage or to emphasize its curvaceousness in highly feminine suits. The upper body is the key to the fashion plate and knowing how to reproduce it perfectly from every angle and in its every movement is a sign of great artistic ability. By contrast, an...

The celebrity connection

Contemporary Luxury Brand Endorsement

Celebrity endorsement of luxury fashion is hardly a new phenomenon but has been in practice for several centuries. Charles Worth, the man who invented haute couture in Paris in the nineteenth century understood the importance of linking celebrities to brands, even before this was recognized as an important marketing communications tool. To promote his fashion house, La Maison Worth, he sought a high society lady and influencer of court fashions Princess Von Metternich, wife of the then Austrian...

The product

Core Product Analysis Shoe

A product is everything a consumer receives from a company in exchange for a cost. These include physical goods and services. A product has two dimensions the tangible features that we can see, touch, smell, hear or taste and the intangible features that we feel and experience. Using this brief definition, it is clear that the luxury goods sector is highly product specific. The meticulously crafted luxury goods that consumers purchase are tangible objects to treasure, while the intangible...

Online luxury fashion consumer behaviour

Adoption Process Consumer Behavior

The existence of an online luxury consumer population is no longer in question and this consumer segment is also growing rapidly and steadily. Luxury fashion consumers frequently make online purchases through the limited available luxury e-retail websites. They are also more willing to make continuous online luxury purchases than offline. For example, apparel is one of the fastest growing e-retail product categories globally. An indication is that in the USA, online sales of apparel were...

Luxury retail location

Luxury Retail

The most popular slogan in retail is the following The three most important things in retail are location, location, location. This watchword is used to emphasize the indispensable nature of an appropriate location in retail. Retail location involves more than physical space but includes the choice of a place that is most suitable for the sale of the products or services in question. An inappropriate retail location is difficult to overcome, irrespective of the feasibility of the rest of a...

Promotion

People Looking Street Billboards

Promotion involves communicating the message of a brand to consumers through various means. The means of communication include advertising, personal selling, sales promotion, public relations, sponsorships, cold-calling and several others. Additional 'new' promotional methods are online banner advertising and pop-ups e-mail alerts and mobile phone alerts movies, music and books celebrity collaborations and the recent iPod-casting. Traditional brand promotion is a one-way process while...

The luxury brand index

Table 2.1 lists most of the fashion designers and brands that have contributed to shaping the global luxury fashion market. Some of these brands have Table 2.1 Luxury fashion brands index Table 2.1 Luxury fashion brands index Nazareno Fonticoli and Gaetano Savini Some brands might have been omitted as a result of either the unavailability of data regarding their founding dates and origins or the reluctance of the brands to reveal these. Some brands might have been omitted as a result of either...

Brand equity

This answers the question 'Who likes you ' Brand equity is a term that has been much used and confused and has attracted endless questions and debates. In simple terms, it is the sum of all distinctive qualities of a brand that result in the continuous demand and commitment to the brand. It is a set of attributes, elements and liabilities linked to a brand that add to or subtract from the value placed on the brand by consumers or companies. Brand equity is a means to an end, the end being the...

What are the challenges of customization

The prospect of customizing products and services to a wide audience constituting of millions of global consumers is a task that holds several challenges for luxury brands. The first major challenge of mass customization is the transformation and integration of the complete internal organization for mass customization. This is a challenging task as it involves a complete change of operations systems and processes as well as the reorientation of the employees to be receptive to customization. It...

Case illustration 1 the Armani brand extension success story

Armani Brand Extension

The brand Giorgio Armani is considered to be Italy's most glamorous luxury brand. The founder and designer of the brand, Giorgio Armani, is also widely viewed as one of the most talented fashion designers in the world. He is the source of much of the brand's allure and intrigue. His personality and disposition in addition to his creative talent and business acumen have contributed to establishing the Armani brand as a global fashion empire and one of the most valuable brands in the world....

Branding strategy

Armani Brand Extension Model

The Giorgio Armani branding strategy is one of the most extensive and yet one of the most meticulously managed in the luxury fashion sector. The brand has skillfully crafted a single umbrella identity, personality and image from which other sub-brands have been developed. This is a delicate and risky venture for a luxury brand but the success that Giorgio Armani has achieved in managing a portfolio of sub-brands under the platform of a single brand is both remarkable and worth emulating. The...

The brand identity

Aakers Brand Personality

This answers the question 'Who are you ' The brand identity is the next branding element that is developed after the brand concept has been established. The identity of a brand is who the brand truly is and how consumers perceive the brand. In other words, the attributes and identifiable elements that make up the brand and how these are perceived and interpreted by the people that come in contact with the brand. This is the essence of the brand. The brand identity comprises of the brand...

Method 4 producing bespoke goods

French luxury cosmetics and fragrance brand Guerlain has been creating exclusive bespoke fragrances for more than two centuries and continues to do so at the Maison Guerlain on Paris' Avenue des Champs Elys es. The process of creating personalized fragrance involves close collaboration with the client to identify their personality, scent preferences and scent memories. This information is used to create the final product, packaged and presented in a Baccarat bottle. The process takes...

Brand loyalty

This answers the question 'Who wants you ' Brand loyalty is simply a consumer's preference for a brand in a product category. It is often both a conscious and unconscious decision, expressed through an intention to purchase or the actual repurchase of the products of a brand continually and habitually. Brand loyalty is clear evidence of the success and relevance of branding to both consumers and companies. For consumers, it reduces the search costs, and for companies it is the cornerstone of...

The menace of fake luxury goods

To commence the discussion of this highly important topic, it is imperative to set the record straight by defining counterfeiting and its boundaries. There are four levels of the luxury faking business 1 A counterfeit product refers to a 100 per cent copy of the original product made to deceive consumers into believing that it is the genuine product. 2 A pirated product is a copy of a genuine item but produced with the knowledge that the consumer will be aware that the item is fake. 3 An...

People

People in the luxury branding mix refers to everyone that is affected by the brand and everyone that affects the brand. These include those involved in the development of products and services, brand management and the employee-wide staff involved in the daily business processes. People also constitutes customers and the general public whose attitudes and predisposition towards a company and a brand affects its performance. People are the most important element of any service because the...

So what is luxury fashion branding all about

First, let's look at the concept of branding. Brands are powerful and symbolic elements that have the potential of influencing cultures, societies and generations. They play a daily role in our lives from the product decisions and choices we make to the people we choose to speak to or associate with. They are also wealth-creators and a source of a steady income stream for the companies that own them. These statements will become clearer as you read further. The concept of branding has been in...

Product merchandizing design

Champs Elysees Shop Facade

Merchandizing means the process of managing the methods used to push products into the market. It utilizes several methods to make the offerings of a brand attractive to consumers and increase purchase probability, and is therefore a push-marketing medium as it pushes consumers to make purchases. Merchandizing involves selling goods at the point of sale, which in most cases is the physical store. It utilizes visual representation, which is of paramount importance in luxury fashion retailing and...

Brand value

Global Luxury Fashion Brand

This answers the question 'What have you gained ' Brand value is the bottom line of the business of branding. It is the final result of the success or failure of a brand. As indicated earlier, brand value is the end that all the branding elements discussed earlier, including brand equity, aim to reach. While brand equity is based on consumer psychological indicators, brand value occurs when this equity translates into financial gains for the company that owns the brand. Brand value in the...

Origins of luxury fashion

The history of luxury fashion is similar to that of branding in terms of development from ancient to modern times. Fashion's history has, however, been written about extensively by those more qualified than myself to do so therefore its repetition is not the purpose of this chapter. However, there are key periods, events and circumstances that led to the evolution of modern luxury branding, which are worth recounting. For example, events following the industrial revolution brought about mass...

Branding benefits

Before we go further into the interesting subject of branding, let's take a look at the benefits that branding brings to companies and their implications for luxury brands. Brands are assets to the companies that own them. This asset comes in an intangible form and results in added financial and social benefits for businesses. To get a clear picture of the asset worth of brands for companies, let's take a look at the following illustration. In 2006, Interbrand placed a brand value of US 17.6...

Positioning

Positioning Luxury Fashion

Positioning is the strategic placement of a company or brand in a clearly desired position measured against that of the brand's competitors. Positioning as part of the luxury branding mix is different from brand positioning already discussed in this chapter, which is a source of brand equity and brand value. In this context, Positioning refers to the choices that a brand makes, which determines where and how it competes in its market. In the consumer goods category, this would mean defining and...

Pricing

Pricing is an important aspect of the marketing and branding strategy as it is one of the first indicators of a brand's positioning to consumers. It is also the most flexible of the Six Ps as it can be easily modified. Luxury and prestige brands have traditionally adopted the premium pricing strategy to emphasize the brand strength, high quality and exclusivity associated with luxury goods, and also to differentiate them from the massmarket fashion brands. The luxury target audience is less...

Brand awareness

This answers the question 'Who knows you ' Brand awareness is when the brand goes public. Awareness constitutes a high level of knowledge and consciousness of a brand in its market to the extent of recognition and recollection among consumers. This means that the brand is in the subconscious of the consumers and easily remembered whenever they come across products or communications of the same category. In other words, the target audience are able to pull the brand name and its associations...

Brand positioning

This answers the question 'Where are you in the consumer's mind ' Brand positioning like all the branding elements resides in the mind of the consumer. It may be developed on an elaborate brand strategy chart and might be discussed extensively in boardrooms, but the final destination and home of brand positioning is in the consumer's mind. Brand positioning is the point where the relationship between a brand and consumers become apparent. It is also at this point that the value creation that a...

The place of distribution

The place of distribution refers to the channels that are used to make products and services available to customers. Retail channels are most effective when they meet the consumer's expectations in terms of location, convenience and product assortment. For luxury brands, there's the additional task of brand protection in the distribution channel choice. This is because one of the important features of luxury brands and any brand that desires to maintain an exclusive brand aura is a tightly...

The brand concept

This answers the question 'What is your name ' The brand concept is simply the birth of a brand, in other words, the overall idea behind the creation of a brand. The core concept of the brand must be compelling and appealing to anyone that comes in contact with the brand. It should be both relevant for its moment of creation but, more importantly, it should have a lifetime potential. Prominent branding specialist Jean-Noel Kapferer perfectly sums up the approach to the Brand Concept in the...

Luxury fashion branding strategy development

This chapter doesn't provide a magic formula or a definite model for developing or managing a luxury fashion brand that would guarantee instant success and perpetual steady income. However it provides a guide to aid in strategic thinking through a critical analysis of brand development and brand management issues related to luxury fashion. As we all know, fashion and its industry is ever-changing, but what remains constant are branding principles and strategies that can be applied in luxury...

The noughties

The luxury fashion terrain has undergone significant developments so far in the noughties. The decade was ushered in with the negative impact of the dotcom crash of the late 1990s and early 2000s, which led luxury brands to develop an aversion to e-commerce at the beginning of the decade. LVMH, however, changed this stance with the launching of an e-retail company, elux-ury.com, which sold products from its brands, Louis Vuitton, Christian Dior, Donna Karan and several other internal and...

A question of luxury

'Luxury is a necessity that begins where necessity ends.' When you flip through the pages of a fashion magazine, what do you see An array of luxury fashion advertisements, featuring colourful and alluring pictures of models displaying products that tease your eyes and sensitivity. When you switch on the television, you're constantly bombarded with celebrity news and reality shows that touch your natural human craving to feel beautiful, important and recognized. The gorgeous people in the...

So why write about luxury fashion branding

The luxury fashion industry is a global multi-billion dollar sector comprising of a multitude of brands with high relevance. Among these are brands like Louis Vuitton, Herm s and Gucci. They are also among the most valuable and influential brands in the world. Despite the large size and income generation of the global luxury fashion industry, the sector has witnessed a slow growth in its strategic business direction. This is because for a long time luxury brands were managed through traditional...

Standardized Products And Luxury Goods

Introduction who said fashion is not serious business 1 2 What's in a name The history of luxury fashion Early civilization fashion 3200 bc to 80 bc 15 From Egypt to Crete and Greece 700 bc to 1150 bc 16 The Etruscan and Roman fashion influence 800 bc to ad 476 17 From Rome to the Byzantine Empire and the Middle-Ages The Renaissance, Italy and fashion 15th and 16th centuries 20 Seventeenth-century baroque fashion 21 The eighteenth century, France and luxury fashion 23 The nineteenth century and...

Figures

2.1 Charles Frederick Worth, the man who invented haute couture and later became the first fashion entrepreneur 48 2.2 A design of Worth showing his elaborate style and 2.3 A current lingerie design from recently launched brand Courtworth, an attempt at reviving the Worth fashion house 48 3.1 Consumers have evolved from the previous tag of 'Sheep' to the current tag of 'Smart' 61 3.2 The three influential levels of the consumer decision- 4.1 Avenue des Champs Elys es, Paris, a luxury retail...

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