LANVIN
Overall signature is féminine, romantic and urban élégant
Strong identity, luxurious in terms of shape of the garment
Three main signatures:
1. classic design for strong women, smart and androgynious look
2. colorful with unique cutting designs
3. urban romantic élégance
Positionning:
Lanvin is in the high price and fashionable position compare with another brand such as chanel which has higher price and more classic style than Lanvin and Alexander McQueen has more fashionable than Lanvin but the price slightly cheaper than Lanvin
About the collection
Wide range oc-f collection for both men and women.
With a parfum collection started only 7years after the aluns of the fashion
Include
-RTW: coats, jackets, tops, dresses, skirts,
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Market segment
Lanvin customers mainly include wwomen in the âge group of 20 to 45years lods belongs to city culture, get high income, well educated , élite classs
-customers can be celebrity, actress, designer or ordinary customers interested in fashion
-Lanvin women is élégant chic but classic and unique
-Characteristics : strong as well pass playful
-Customers personnality: sociabilité, affluent, trends and confident
SWOT
S
-Appreciate since 1889
-Alber Elba has managed the brand very well and is one of the prime reasons for the popularité of the brand
-The brand has a diverse portfolio including home décor, menswear, furs, lingerie, and parfumes apart from femal appareils
-The brand has its manufacturier plants set yp all over the world thus making an efficient supply chain network
-All the designing and intricate work is done in house at lanvin
-The brand has been endorsed by many celebrities
-The brand is known for its silk designs
W
-The company has diversifies into too many spaces which might make it difficult to handle the brands
-The brand has yet not made its présence in many developing countries
-According to some expert, its collaborateurs with H&Mwasn’t a good decision as it hampered brandis prestige
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While Lanvin’s partnership with H&M raised some eyebrows, there is précédent for such a collaboration? Some believe that the partnership has been effective as it raised the brandis profile to beyond fashion sphères. Whereas, some believe that it is a question to brand’s prestige
-Lanvin x Arsenal football team
The official portait celebrates the collaboration between Arsenal football club and Lanvin in 2015 who has been outfittingg the team for official club appearances since 2013.
The suis worn by the players are designed by Lanvin’s menswear director Lucas Ossendrijver and include a red rose tie pin and a gold Arsenal c’est on a midnight blue suit with slip fit and a handmade red silk tie.
Cufflinks engraves with the famous Arsenal cannon complète the look.
-Lanvin x Celebrities
A lot of celebrities such as Emma Stone, Kim Kardashian, Beyonce or Meryl Streep wore Lanvin’s
The company has established good relationships with most of its customers which has assisted it to create high level of brand and customer loyalty
The issue is whether RLK should exploit its brand equity as it is known for their innovation and the innovation capabilities. However, Lars need to understand that outsourcing is not the only option and he should consider more options and possibilities.
...o recreate the image of the brand, window is still open for opportunity which either choice.
Not much detail marketing will still need to do competitor research so it doesn't help much in that area
In addition, I will describe the firm and its management. I will explain where this company come from and how this brand became so famous across the world in a short period of time.
The Chronicle of Western Fashion: From Ancient times to the Present Day.
It is important for LVMH to continue to distinguish themselves from other luxury brands, and by continuing to acknowledge that their products are desires and not necessities. They sell luxury, and image. It would be advisable to have better relations with their customers, to increase customer loyalty, but to also get into the minds of the consumer to give the consumer what they desire, all the while staying ahead of the competition. Researchers should be assigned to each specific business unit; it would be a good idea to treat each unit as a separate entity, all-contributing to the same end. By individually enhancing each unit, and eventually collaborating in the end, LVMH will be most profitable. Internet ventures are very important, we live in a time that thrives on technology, and making efforts easier for consumers will be key. Continuing to portray an image or a message with each product will contribute to the brand differentiation. The continual acquisition of profitable names and organizations will continue to increase the profitability of LVMH.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Since 1967 Polo Ralph Lauren the brand is impeccable example for how a company must develop strong brand equity through the years. Indeed, the brand has established its image across a diversity of products and markets using a perfect lifestyle marketing approach. To understand how the brand has achieved strong brand equity, and resonance with its customers, analy...
Mr.Lauren had more dreams to fulfill. He chose the name Polo for his line of ties because the sport repsented to him a lifestyle of athletic grace and discreet elegance, an image of men who wore well-tailored, classic clothes and wore them with style. With that image in mind, Mr Lauren established Polo as a separate menswear company in 1968, producing a complete line of men's clothes. Using only the finest fabrications, Mr. Lares's menswear was distinctive, innovative, but always classic and refined. His suits blended the American Ivy League natural shoulder silhouette with the fitted shape and expensive fabrics of the best European custom tailored clothing. His shirts were all cotton, richly patterned and expertly made. This same care was, and still is, applied to every element of...
“Despite worldwide softness in the sale of luxury goods, LVMH has cemented its position as the world’s largest and most profitable player in the category. To stay there it must keep its customers loyal and its brand strong and find new markets worldwide” (Hazlett C. 2004). That is why in its mission they state to represent the most refined qualities of Western “ art de vivre” all around the world. Their objective is to be the leader in the luxury market, continuing to transmit elegance and creativity. This poses some major challenges, the main one is to keep being the leader in the luxury market through a sustainable growth. The main problem to achieve it is the high dependency on three main countries, France, Japan and USA. This becomes a threat because if there is an economic downturn in one country it affects LVMH directly that is why.
Louis Vuitton, a French designer and entrepreneur quickly made a name for himself in the fashion industry by becoming Napoleon’s wife “personal box-maker and packer.” At the age of sixteen, Vuitton and his family started the legendary workshop by creating travel trunks and the famous unpickable locks in 1859 (Louis Vuitton, 2015). As the legendary brand continues to remarkably exceed both sales and expectations, Louis Vuitton as a brand strives for pure distinction and exclusivity.
Thirdly, the company is committed to delivering superior quality of products and services. It earned a reputation of a convenient and reliable brand that offers the lowest prices, one of the fastest and lowest shipping, widest selection of goods, and many additional features with its services.
... this and their marketing strategy will be key if they are to remain viable, grow and compete in the market.
Dubois and Czellar (2002) refer to luxury brands as those goods that can offer comfort, beauty and refinement. On the other hand, a prestige brand is referred to as a brand that has achieved a definitive level of accomplishment, either in the quality or performance. O’Cass a...