Vivienne Westwood Brand Analysis

Portfolio Han Yan Vivienne Westwood Brand Analysis

Table of contents： 1.Brand introduction 2.Customer segmentation 3.SWOT 4.Brand positioning map 5.Marketing Mix-4P 6.VW & ‘NANA’ 7.Luxury brand’s collaborations with the gaming, esports, and anime 8.Essay 9.Bibliography 10.Appendix

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Vivienne Westwood Brand Analysis

1.Brand introduction

V

ivienne Westwood is a fashion brand for all ages that transcends generations. It is for those with a rebellious spirit who dare to be different and want to be ahead of their time.

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Vivienne Westwood Brand Analysis

1.Brand introduction

1971, Vivienne opened her first fashion store on King's Road, named "Let it Rock"

1981, Vivienne and Malcolm held their first "Pirate" fashion show

1989, she was named one of the top six designers of the Year by Women's Wear Daily, a daily newspaper covering the clothing industry

1971

1981

1989

1974 1974, when she got together with then-boyfriend Malcolm McLaren and changed the name of the shop to Sex, vivienne also began designing clothes for him and his rock band

1986 1986, the iconic orb logo began

1992, Queen Elizabeth II made her a Dame Commander of the Order of the British Empire &Harris Tweed Series，Vivienne introduces wedding gowns into her collections in 1992.

1992

The Vivienne Westwood MAN label launches in 1996 in Milan.

NANA is broadcast in Japan

Collaboration between Vivienne Westwood and Burberry

1996

2005

2018

1990

1993/94

1990, she became the British Designer of the Year, establishing Vivienne Westwood as a master

Vivienne channelled her creative nature into producing her own tartan for the ‘Anglomania’ Autumn-Winter 1993/94 collection and invented her own clan, MacAndreas

1997 1997，A Vivienne Westwood licensed boutique launches in Tokyo, Japan, a first outside of the UK.

2008 Vivienne Westwood designed the iconic wedding dress featured in ‘sex and the city’

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Vivienne Westwood Brand Analysis

1.Brand introduction Brand onion diagram

In action

Fights against climate change

Consistency

Values

Compassion

Controversial Quality

Essence

Activist Gender neutral collection

“Climate Revolution” “Save the Arctic”

Personality

Tradition

To inspire a change in society and the world

Individuality

Herit age

Environme ntalism

Punk

British

Use her design to protest against the government

Quality over Quantity

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Vivienne Westwood Brand Analysis

2.Customer segmentation

Psychological Lifestyle: Hippie/punk Purchasing motive and behavior: Product choice/brand choice Interests and hobbies: Music/Motor/Manga/Anime Attitude: Loyal/impulsive Shopping mode: Online/o ine

Demographic

ffl

Gender: Male and female

Geographical

Age: Teens/young/middle age

Country: UK/USA/China/Japan/Europe

Marital status: Single/married/divorced

Climate: Temperate/mediterranean/

Life stage: Pre-family/family

Residential environment: Urban

Eduction: High school/college/university

Shop location: Within walking distance/within driving distance

Income: Medium/high

Ethnicity: Asian/white

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Vivienne Westwood Brand Analysis

3.SWOT

Strength Brand and heritage Recognizable brand Logo Unique brand style Excellent designer Multi-category product line：Womenswear, menswear, accessory, perfume Promotional video，lookbook， advertising，Events Pay attention to environmental protection and sustainable development

Opportunity Contribute to environmental protection Cooperate, cooperate with anime and manga Strengthen publicity and activities online and online Store increase

S W O T

Weakness Not everyone likes and accepts the brand style, relatively niche Men's collection

Threaten The addition of more brands of the same style increases competition with Vivienne Westwood Change of designer Fewer people like Vivienne Westwood-style clothes

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Vivienne Westwood Brand Analysis

4. Brand positioning map

High price

Mass market

Exclusivity

Affordability

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Vivienne Westwood Brand Analysis

5.Marketing mix-4P

Vivienne Westwood Womenswear’s Collection SKU Bridal

Clothing

Bags

Shoes

Jewellery

Subcategory

Dress,Veil, Gloves

Coats and Jackets，Corsets， Dresses，Knitwear，Shirts and Tops，Skirts， Sweatshirts and T-Shirts， Swimwear，Trousers and Shorts

Backpacks， Clutches，Crossbody Bags，Handbags， Tote Bags

Boots，Flats， Pumps， Platforms， Sandals，Trainers

Bracelets，Earrings， Necklaces，Rings， Watches，Other Jewellery

Scarves and Ponchos， Socks and Tights， Wallets and Purses， Key rings，Belts and Harnesses ，Other Accessories

SKU Quantity

18

238

122

39

264

83

One size

Europea/IT size: 35-41 UK size: 2-8

Category

ACC

Image

Size

Standard size: XS-XXL IT size: 36-48 UK size: 6-20 Europea size: 34-48 Jeans size: 26-32

Product

Ring size: XXS-XXL Others: One size

Vivienne Westwood Menswear’s Collection SKU Category

Clothing

Bags

Shoes

Jewellery

Subcategory

Coats and Jackets,Knitwear,Shirts and Tops,Sweatshirts and T-Shirts, Swimwear, Trousers and Shorts

Backpacks,Tote Bags,Crossbody Bags

Lace Up Shoes,Trainer s,Boots,Mocca sins,Sandals

Bracelets,Cufflin ks and Pins,Earrings,Ne cklaces,Rings,W atches

SKU Quantity

192

25

18

13

ACC Belts and Harnesses ,Key rings,Wallets,Ties and Handkerchiefs ,Socks,Scarves and Ponchos,Other Accessories 75

Image

Size

Standard size: XS-XXXL IT size: 44-56 Jeans size: 28-40

One size

Europea size: 40-45 UK size: 6-11

Ring size: XXS-XXL Others: One size

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Vivienne Westwood Brand Analysis

5.Marketing mix-4P

Price

Vivienne Westwood Womenswear’s price Brial 2080-79410

Vivienne Westwood Menswear’s price

Clothing 990-22390

Clothing 990-22390

Women VS Men

24000 18000

Bags 1960-11690

Shoes 2390-7990

12000 6000

Shoes 2330-9960

Bags 1960-7990

0 Clothing

Bags

Shoes

Women Jewellery 730-5690

Jewellery 590-4330

Accessory 499-3830

Accessory 305-3290

Jewellery

Men

Accessory

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Vivienne Westwood Brand Analysis

5.Marketing mix-4P

UNITED KINGDOM：10

USA：2

ITALY：1

FRANCE：2

CHINA：25

JAPAN：21

SOUTH KOREA：30

Place

THAILAND：3

GUAM：1

CHINA（25）including: CHINA MAINLAND（13） CHINA （TAIWAN ）（7） CHINA （HONG KONG）（ 5 ）

SINGAPORE：1

Vivienne Westwood has a total of 121 Offline direct stores around the world, of which Asia has the most stores, with 30 in South Korea.

Offline store

Online

Selfridge Farfetch

Vivienne Westwood official website JD. Com

Ssense Flannels

Official direct store

Multi brand store

Outlets shop

Vivienne Westwood's offline sales channels are roughly divided into three types: offline direct stores, multi brand stores, outlet stores. In addition to offline stores, Vivienne Westwood has also opened online sales. There are stores on the official website of Vivienne Westwood, there are official JD.com flagship stores, and there are also many online stores sold by multi brand stores, such as Selfridge, Ssense, Farfech, Flannels.

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Promotion

Vivienne Westwood Brand Analysis

5.Marketing mix-4P

·Fashion show

·Advertisement

Each season of Vivienne Westwood’ fashion show is very exciting and unforgettable, among which Anglomania and Mac Andreas Tartan are the most classic.

Anglomania is a fashion series launched in 1993, the success of this series also made VivienneWestwood Anglomania in 1997 become the sub-line brand of Vivienne Westwood. The name of the Mac Andreas Tartan series comes from the combination of her own and her husband's name. When designing this series, she was inspired by Scottish history and culture, and the pattern she designed was added to the Scottish tartan by the Loch-carron of Scotland company.

Each season Vivienne Westwood designs different posters and ads, these ads will display the theme of new season's design.They will also post ads on social media and display them in their stores to promote and show their new products.

·Magazine and books This magazine contains every look of Vivienne Westwood from 1981 to 2021，this Vivienne Westwood catwalk shows the development process of Vivienne Westwood, a brand full of personality and creativity.

This is the autobiography of Vivienne Westwood, which introduces the significant contribution Vivienne Westwood has made in the fashion industry as the mother of punk.

This KERA magazine records some of Vivienne Westwood's items that appear in the anime NANA. This is the DAZED magazine shot

by Vivienne Westwood in 2018

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Vivienne Westwood Brand Analysis

·Environmental protection ·Social media communication

Vivienne Westwood takes “BUY LESS, CHOOSE WELL, MAKE IT LAST" as its brand concept and adheres to sustainable development and climate protection. 90% of Vivienne Westwood's RTW garments are low-environment impact fabrics.

·Celebrity collaboration Vivienne Westwood has opened many social media accounts, including Instagram, Xiaohongshu, Weibo, WeChat official account, and WeChat video account.

Many celebrities will choose Vivienne Westwood's clothing when attending important events, (counting from left to right). For example, the first picture is of Dita Von Teese wearing a purple wedding dress designed by Vivienne Westwood when she married Marilyn Manson. Later it was collected by the V&A Museum.Picture 2 is Elle Fanning attending the evening event hosted by Chopin during the 72nd Cannes Film Festival. Elle Fanning wore a custommade rose pink satin tutu by Vivienne Westwood.The third picture is a photo of Carrie Bradshaw, the heroine of "Sex and the City", wearing a Vivienne Westwood wedding dress twice in the movie. The last picture 2012 Victoria's Secret Fashion Show Rihanna performed live Diamonds wore a custom black dress from Vivienne Westwood.

Many celebrities also wear Vivienne Westwood clothing in their daily life.

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Vivienne Westwood Brand Analysis

6.Vivienne Westwood & ‘NANA’

VW & ’NANA’ "NANA" is a punk band-themed girl comic created by Japanese manga artist Yazawa Ai. It tells a series of stories about two girls whose names also read "NANA". Many of Vivienne Westwood's fashion items appear in this comic, because the author Ai Yazawa herself likes the brand Vivienne Westwood.

Some people say that the prototype of NANA's comic is the British punk band Sex Pistols. The character Ren in the comic is similar in appearance and experience to Sid Vicious, a member of the Sex Pistols. Nana Osaki is also very similar to Sid Vicious’ girlfriend Nancy Laura Spungen.

Portfolio Han Yan Vivienne Westwood Brand Analysis Brand

Anime/Cartoon

Louis Vuitton

Luxury brand's collaborations with the gaming, esports, and anime

7.Luxury brand's collaborations with the gaming, esports, and anime

Game Title

Game Type

Louis the game

Adventure

The game, featuring the brand's mascot Vivienne as the protagonist, allows players to customize her with fashion accessories such as handbags, sunglasses, sun hats, and water bottles, all adorned with the brand's logos. In the game, players can also collect postcards from the brand.

Self

Cooperate withLeague of Legends

Competition

Global League of Legends Finals Summoner Trophy Customize the unique S9 Trophy travel hardcase, designed for the game's hero character Qiyana co-branded skin (clothing, footwear, accessories). Louis Vuitton's "League of Legends" themed filter is also available on Instagram.

Cooperation

Endless Runner

Adventure

The game can throw a LV men's handbag, the game players can touch the LV presbyopia pattern in the air, fill a blood.

Final Fantasy XIII

Competition

Thunder, the protagonist of Final Fantasy XIII, is the face of Louis Vuitton's spring/summer 2016 collection.

Cooperation

Co-curated with animation director Reggie Know a three-minute short film titled The adventures of Zoooom with friends.

Cooperation

zoooom with friends（Louis Vuitton's own cartoon character）

Balenciaga

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Brand representation in game

Self or Cooperation

Self

Simpson, Hellokitty, Marvel

Afterworld: The Age of Tomorrow

Fable adventure

The game is set in the year 2031, and each game character is dressed in the brand's latest fall 2021 collection.

Hermes

Fortnite

Shooting game

New clothes were created for the game's most popular characters, Ramirez, Knight, Doggo and Banshee, including the launch of a collection of in-game costume, as well as a limited physical clothing line.

Burberry

bebounce

Obstacle game

A fawn wearing a super down jacket with Thomas Burberry's exclusive logo leaps forward to land a cartoon character on the moon.

Self

Blankos Block Party

Multiplayer competition

NFT shark doll Sharky B by Riccardo Tisci and accessories such as jetpacks, armbands and water shoes featuring the brand's "TB" logo

Self

B Surf

Multiplayer game

Honor of Kings

Competition

Blue period

Dior Valentino

Come on!

The Animal Forest Society

Simulated operation

FENDI Roman adventures

Fendi

The game allows players to dress up their characters (limited edition TB surfboards and branded bucket hats) and go to surfing competitions Two skins applied to the popular hero character "Yao", and used the market recognition of the classic Burberry check (cancelled).

Adventure

Cooperation

Cooperation Self Cooperation

At the 2020 LPL All-Star esports event, Dior provided men's classic suits for all members of Taobo esports Club, creating a new image of the club.

Cooperation

Valentino chose to collaborate with artist Kara Chung to provide gamers with 20 virtual outfits based on the brand's spring, summer and early fall collections.

FENDI clothing worn by the protagonist, a Roman scene composed of FENDI classic elements, FF logo and classic products as collection totems)

Jingle Cat, Bugs Bunny, Disney (Mickey, Donald Duck), jojo's wonderful adventures, the Three Little Pigs

Gucci's own game zone. There are a number of mini games in the arcade, such as Bee Run and Lipstick Pinball. Players can gain badges that record the brand story during the game, which can be stored in the special souvenir display in the APP, and can also be shared to any social network and communication platform.

Gucci Arcade

Self

Brand handbags personify and launch physical comics

The manga feature is based on an original story by Italian journalist Jacobo Bedussi, with manga creations by Japanese artist Mebachi, Chinese 3D artist Felicity Bang and South Korean artist Kim Jung Yun. Interpretation of Valentino Garavani SuperVee Big V bag comic special in their own unique style. The entire comic special consists of three chapters, all of which are drawn in monochrome, with only the Super VEE bag displayed in color, highlighting the promotional focus.

Super VEE

Gucci

E-sports

Cooperation Gucci has announced a partnership with UK esports event organizer and esports platform FACEIT to jointly launch a new esports training program, Gucci Gaming AcademyGucci, in partnership with US esports club 100 Thieves. Gucci invited the veteran European and American e-sports club Fnatic League of Heroes detachment to attend the brand's 2020 autumn and winter fashion show, and launched GucciDive watches in June of the same year

Portfolio Han Yan Vivienne Westwood Brand Analysis Brand

Anime/Cartoon

Gucci

Loewe

Game Title

Luxury brand's collaborations with the gaming, esports, and anime Game Type

Page 15 7.Luxury brand's collaborations with the gaming, esports, and anime

Brand representation in game Launched a virtual brand clothing, the two sides launched Gucci sportswear, sneakers, socks and headwear for the characters in the game, players can directly visit the Gucci official website from the game, purchase the same clothing in the game

Cooperation

Cooperation

Tennis Clash

Competition

Gucci town

Simulated operation

Settled in Roblox to establish an exclusive space, Gucci this time set "Gucci Town" as a long-term project, the center of the town is an open square, surrounded by 6 scenes, respectively, Vault Plaza (Vault Plaza), creative corner, small arcade, selfie street, dessert hall and shops. Virtual bags can be earned by winning gems in mini-games

Totoro, Disney, Spirited Away

Givenchy

Come on!

The Animal Forest Society

Simulated operation

Launch makeup products in the game. Apply eyeshadow, eyeliner, and lipstick to your persona. In addition, there are brand LOGO tattoos in the same color

Prada

Roblox virtual space

Costume game

In this virtual space, there are also virtual world facilities such as swimming pools and stations.

Players can create their own avatars and participate in virtual beauty contests, where the winner, voted for by the audience, wins virtual clothing and accessories.

Blumarine

Hello kitty

Extreme nation

Adventure

In this virtual space, there are also virtual world facilities such as swimming pools and stations.

Players can create their own avatars and participate in virtual beauty contests, where the winner, voted for by the audience, wins virtual clothing and accessories

Jimmy Choo

Sailor Moon

Shooting game

New clothes were created for the game's most popular characters, Ramirez, Knight, Doggo and Banshee, including the launch of a collection of in-game costume, as well as a limited physical clothing line.

Dior

Self or Cooperation

Fortnite

Cooperation

Cooperation

E-sports

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The future trends of luxury collaboration with anime

8. Essay

1.Introduction In recent years, many luxury brands have realized that the collaboration with anime has a strong cultural attraction, and luxury brands have gradually begun to cooperate with anime in order to attract people who like anime and have the purchasing ability to buy collaborations products. Many luxury brands have worked with animation, some more than once, and these collaborations have been very successful, bringing more exposure to the brand and letting more consumers know about the brand. Several brands that have collaborated with anime intellectual property (IP) have been successful. When Loewe dropped its capsule with Spirited Away in 2022, fans crowded outside the brand’s New York City flagship store, crashed its website, and caused resale prices to skyrocket. Similarly, when Montblanc teamed up with Naruto Shippuden for a series of leather goods last year, the sell-out rate was reportedly as high as 90 percent. According to Alizila, Alibaba’s news platform, in March 2023, over 50 luxury brands launched 500 collaborative pieces inspired by Japanese anime characters on Tmall Luxury Pavilion.

As markets become more receptive and familiar to a range of concepts, luxury brands are seeking out new and exciting collaborations that appeal to a broader audience.

Forecasts predict that Asia will become the world’s largest market for personal luxury goods, raising US$330-370bn in 2025 and growing at an annual rate of 10% (D’ Arpizio et al., 2021). Consultancies expect China to reach more than half the global market value of luxury goods by 2025(IPSOS, 2020; McKinsey, 2019; Statista, 2021).

Meanwhile, the popularity of anime in Asia has made it an attractive target for luxury brands, in combination to a collective looking to Japan for tastemakers when it comes to design creating collections that fuse the East and West. Katie Sham, head of retail and consumer goods at consultancy Oliver Wyman, said the brands in particular are competing for the attention of young consumers in China, which accounts for a third of the global luxury market. According to a November report by Oliver Wyman, 50 percent of Chinese luxury accessories and fashion shoppers have entered the market in the past 12 months, with 40 percent of the new customers being Generation Z (which the report defines as those under 25). Japanese animated films have generations of fans in China, with many born in the 1980s and 1990s holding "nostalgic feelings" for the anime they watched in their childhood, China Daily reported. The daily news site noted that many Chinese consider Spirited Away to be a masterpiece.

This essay focuses on the Chinese young generations who preferences for luxury brand collaborations, especially the collaboration with anime. Table before contains examples of collaborations between luxury brands and anime. Unusual collaborations between luxury brands with anime constitute convey rarity and exclusivity because the collections will not repeat. This study extends this field by proposing the future collaborations between luxury brands and anime, especially in retail aspect.

2.Literature review 2.1 Defining luxury brands Mosca and Gallo (2016) define luxury brands as “the sum of feelings and perceptions people have when in contact with a particular company and its products” (p. 245).

Meanwhile, Phau and Prendergast (2000) define luxury brands as brands that induce exclusivity, have a renowned brand identity, benefit from a high level of brand awareness and perceived quality and maintain a high volume of sales and consumer loyalty. Parrott et al.(2015) added that a luxury brand lives in consumers’ minds, and that the brand’s success or failure depends on the brand’s position from the consumer’s perspective.

Because definitions of the concept of luxury raise points from different perspectives, Kapfererand Bastien (2012) highlighted that most definitions of luxury brands shared six common criteria. First, luxury brands involve a highly qualitative hedonistic experience. Second, the price significantly surpasses what the luxury brand’s mere functional value advises. Third, the brand has a certain heritage, unique know-how and culture. In terms of luxury fashion, this criterion refers to craftsmanship, as well as a recognizable design that embodies the heritage of the luxury house (Fionda & Moore, 2009). Fourth, distribution is controlled and the brand is accessible in limited quantities. In fashion, for instance, this criterion is maintained through the launch of limited editions, and by promoting the scarcity of certain items, ensuring they are coveted and rare (Fionda & Moore, 2009). Fifth, the brand is offered with personalized additional services. Sixth, the brand symbolizes a social marker and allows the customer to feel special, with feelings of privilege. For its completeness, the definition of Kapferer and Bastien(2012) is the one selected for this essay.

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Vivienne Westwood Brand Analysis

8. Essay

2.2 Defining anime In his seminal book Anime: A History , historian Jonathan Clements writes that “anime is not a 'genre.' It is a medium .”The term anime [a·nuh·mei] is a Japanese colloquialism used as an abbreviation for the term “animation.” Generally in Japan, the word anime (written アニメ) is synonymous with animation of any kind from anywhere. Outside Japan, anime is mainly used as a term referring to animation made in Japan.

Inside Japan though, the word “anime,” an abbreviated pronunciation of animation in Japanese has been used widely as an abbreviation for all animation.

2.3 Collaborations between luxury brands with anime in China The luxury industry is increasingly focusing on China. For the consultancy firm McKinsey,“ Chinese consumers are now the engine of worldwide growth in luxury spending”(Kim et al.,2019, p. 1), driven in part by a cohort of consumers “born between 1980 and 2015 [...] are reshaping global luxury”(McKinsey, 2019, p. 1).

This generational divide is a uniquely Chinese phenomenon (Jiang and Shan, 2018; Ngai and Cho, 2012) that stems from 1990s economic reforms and the one-child policy. The one-child policy also shaped China’s social fabric. This policy is a government program that started in 1979 to restrict Chinese families to one child each; hence, shaping a generation for which one child is the center of attention of the extended family (Cameron et al., 2013; Fong, 2016). These young adults do have in common is the opportunity to express themselves through consumption (Cappellini and Yen, 2013).

The luxury is being redefined by young Chinese consumers. They are looking for a fresh perspective, culturally sensitive interpretations of centuries-old Western ideas and creative twists. Luxury brands have become famous for collaborating with anime over the years. However, these collaborations have been well received in China and Europe. China is a very competitive market, especially for luxury brands. This forces brands to rethink the future trends of collaborations and how products can be localized.

3.Hypotheses development Hypotheses the future trends luxury and anime collaboration is creating a tangible retail experience.

China may be the world leader in digital innovation, but it has also made physical spaces more important than ever. Pop-ups, boutiques, and exclusive events offer customers tangible retail experiences that can be shared on social media. This allows customers to create and weave their own brand story, and the anime can be localized.

4.Methodology This essay will conduct primary research and secondary research. The participants of this semistructured interview should meet these criteria: 1990s Chinese young generations and interested in luxury brand collaboration with anime. As a result, the participants were screened using three main criteria: (1) 18-30 years old; (2) in the last two years, has purchased at least one or two luxury products from the list of popular brands, such as Louis Vuitton, Gucci, Chanel, Dior, Yves Saint Laurent, Valentino, Balenciage, and (4) is interested and familiar with recent luxury collaborations with anime from the list of Balenciage X After world: The Age of Tomorrow, Valentino X The Adventures of Zoooom with Friends, Gucci X Disney, Burberry X Honor of Kings and so on. The final sample resulted in fifteen interviews. Current guidelines for sample sizes for saturation in qualitative research shows that researchers generally achieve saturation with a range of 9–17 respondents (Hennink and Kaiser, 2022).

Regarding to the secondary research, this essay researched lots of online journals and articles, such as Business of fashion, Vogue business, Ladymax and so on. All the journals and articles are mainly focused on the luxury brand collaboration with anime. Meanwhile, this essay conducted some book readings, such as Retail Marketing Management, The experiential aspects of consumption and Innovations in retail business models.

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Vivienne Westwood Brand Analysis

8. Essay

5.Results and Discussion Our respondents enthusiastically discuss how luxury brands are exciting when they collaborate with anime. Collaborations become a source of rarity for a generation that is accustomed to luxury consumption. As James recalls, luxury consumption is so intertwined in daily life that “everyone” seems to own luxury brands. A high level of luxury use means that the luxury brand cannot be a source of distinction, but instead, it becomes the norm.

Our respondents are familiar with luxury brands from an early age. For instance, Marisa remembered upon her up bringing in the province of Jiangsu, China, where even middleschool pupils wear designer backpacks to school. This high penetration of luxury consumption does not mean that everyone is from the upper social class. Instead, it means that even parents who cannot entirely afford luxury brands must equip their children with these items. The broad access to luxury brands affects what luxury means to Chinese society. Whereas the luxury strategy in the West intends to emphasize social distinctions, the role of luxury changes when most people around the consumer own and display luxury brands. The social pressure transforms luxury consumption into a tool for fitting in with the group, rather than standing out. In turn, brands must find ways to create a sense of uniqueness and rarity, including via design collaborations, limited editions and collectibles that appear to increase the perceived rarity of an offering.

Our respondents shows that all the anime they saw was virtual and digitalized. They discussed if there is a physical luxury retail store combine with anime. The new retail business models will focus on the store experience heightened differentiation to create value. In the academic literature concerning value creation in retail businesses (writers i.e.

Babin, Blázquez, Alexander) as a sub-field of consumer behaviour literature, there are three key concepts associated with consumer value: Utilitarian value, hedonic value and social value. The hedonic value for consumer is surprised and enjoyment of environment, interaction. The young generation who likes anime would enjoy the hedonic value of luxury retail store.

6. Conclusion As the Chinese market for luxury consumer goods grows, generational dynamics affect luxury meanings. The younger generation Chinese consumers is shaping new forms of luxury consumption. Their demand for luxury brand collaborates with anime recasts luxury physical retail to be associated with consumer’s hedonic value. Anime partnerships can potentially rejuvenate luxury’s consumer base.

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Vivienne Westwood Brand Analysis

9.Bibliography

Bibiography

D’ Arpizio, C., Levato, F., Prete, F., Gault, C. and Montgolfier, J.de. (2021), “The future of luxury: bouncing back from covid-19”, Bain & Co 2020 Luxury Goods Worldwide Market Study, Milan, It. Available at: https://www.bain.com/insights/thefuture-of-luxury-bouncing-back-from-covid-19/ (Accessed 12th July 2023).

Formroom (2023). Fantasy Meets Fashion: Exploring the Rise of Anime-Inspired and Cartoonified Design. Available at: https://formroom.com/fantasy-meets-fashion-exploring-the-rise-of-anime-inspired-and-cartoonified-designc Gowerek, H., McGoldrick, P. (2015) Retail Marketing Management. London: Pearson Holbrook, M.B., Hirschman, E.C. (1982) The experiential aspects of consumption. Consumption feelings, fantasies and fun. Journal of Consumer Research, Vol. 9, September, pp. 132-140 IPSOS (2020), World Luxury Tracking: between New Constraints & New Expectations, FR, Paris.

Jensen, E. (2022). Making Subculture Into Culture: Why Luxury Loves Anime. Available at:https://jingdaily.com/luxury-anime-collaborations-loewe-ghibli-gucci/ (Accessed 24th September 2023).

Making Subculture into Culture: Why Luxury Loves Anime McKinsey. (2019), How Young Chinese Consumers are Reshaping Global Luxury.

McKinsey and Business of Fashion (2021), The State of fashion Report 2021 Statista (2021), Luxury Goods Market in the Asia-Pacific Region, New York, NY. Showstudio. (2021). LOUIS VUITTON TO LAUNCH A VIDEO GAME FEATURING NFTS BY BEEPLE. Available at: https://showstudio.com/news/louis-vuitton-to-launch-a-video-game-featuring-nfts-by-beeple (Accessed 12th September 2023).

Image credits: https://www.pinterest.co.uk/pin/408983209915246916/ https://www.pinterest.co.uk/pin/2251868554633447/ https://www.pinterest.co.uk/pin/4081455904699389/ https://www.vogue.com.tw/fashion/article/animal-crossing-becomes-new-platform-for-fashion-week https://jingdaily.com/luxury-anime-collab-tmall-jimmy-choo-kidults/

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Appendix

Vivienne Westwood Brand Analysis Question 1: Have you heard of the brand Vivienne Westwood? [Single choice] Options Never heard of it Heard of it but don't know much Have some knowledge Very knowledgeable Total valid responses

Subtotal

Percent 27.61% 15.67% 52.24% 4.48%

37 21 70 6 134

Question 2: How did you learn about this brand?

Page 20

[Single choice]

Options

Subtotal

Percent

Online promotion (Weibo, RED, Instagram, etc.)

67

50%

Anime and manga

6

4.48%

Celebrity endorsements

8

5.97%

Question 5: What is your age? Single choice] Options 12 or below 13〜17 18〜45 46〜69 70 or above (Blank) Total valid responses

Subtotal 0 17 96 17 2 2 134

Question 9: What is your income level?

Percent 0% 12.69% 71.64% 12.69% 1.49% 1.49%

Question 6: Have you ever purchased products from Vivienne Westwood? Single choice] Options

Subtotal

Percent

7

5.22%

Other

44

32.84%

Yes

33

24.63%

(Blank)

2

1.49%

No

96

71.64%

Total valid responses

134

(Blank)

5

3.73%

Total valid responses

134

Male Female Both male and female

2 42 74

1.49% 31.34% 55.22%

Other (Blank) Total valid responses

13 3 134

9.7% 2.24%

Question 4: In your opinion, what is the age group of Vivienne Westwood's target customer group? [Single choice] Options

Subtotal

Percent

Teenagers

41

30.6%

Young adults

69

51.49%

Middle-aged

16

11.94%

Elderly

3

2.24%

(Blank)

5

3.73%

Total valid responses

134

Question 7: If you have purchased from Vivienne Westwood, what type of products did you buy? Single choice] Options

Subtotal

Percent

Accessories

41

30.6%

Clothing

18

13.43%

Footwear

4

2.99%

Handbags

5

3.73%

Other

52

38.81%

(Blank)

14

10.45%

Total valid responses

134

Question 8: If you have purchased from Vivienne Westwood, how did you make your purchase? [Single choice] Options Online (app/website) Proxy purchase Physical store Other (Blank) Total valid responses

Subtotal 43 18 20 37 16 134

[Single choice]

Options

Subtotal

Percent

Less than or equal to 3000

20

14.93%

Less than or equal to 5000

20

14.93%

Less than or equal to 10000

37

27.61%

Greater than 10000

53

39.55%

(Blank)

4

2.99%

Total valid responses

134

Question 10: Are you aware that Vivienne Westwood has collaborated with the anime "Nana"? [Single choice]

Magazines and newspapers

Question 3: In your opinion, what is the gender of Vivienne Westwood's target customer group? [Single choice] Options Subtotal Percent

10.Appendix

Percent 32.09% 13.43% 14.93% 27.61% 11.94%

Options

Subtotal

Percent

Yes

42

31.34%

No

88

65.67%

(Blank)

4

2.99%

Total valid responses

134

Question 11: If Vivienne Westwood collaborates with other anime, would you be willing to make a purchase? [Single choice] Options

Subtotal

Percent

Yes

68

50.75%

No

63

47.01%

(Blank)

3

2.24%

Total valid responses

134

Question 12: If Vivienne Westwood collaborates with anime again, how would you prefer the collaboration to be presented? [Single choice] Options

Subtotal

Percent

Sale of collaborative merchandise

62

46.27%

Limited-time pop-up store

33

24.63%

Publication of special edition anime

35

26.12%

(Blank)

4

2.99%

Total valid responses

134

Question 13: If there is another collaboration between Vivienne Westwood and anime, how much would you be willing to spend?

[Single choice] Options

Subtotal

Percent

1000 or less

85

63.43%

3000 or less

20

14.93%

5000 or less

10

7.46%

10000 or less

9

6.72%

Over 10000

7

5.22%

(Blank)

3

2.24%

Total valid responses

134