CELINE

MODERN

Celine BEAUTY&FASHION MAGAZINE

SUMMER2020

CREATED IN 1945 IN PARIS

Content

03 Timeline 04 Celine History 08 Brand Identity 10 Logo 12 Brand Equity 14Brand Wheel

16 Products 20 STP 23 SWOT 24 4PS 26 Market Performance 28 Suggestions

1920’s

1950 ’S

1970 ’S

1990 ’S

Celine Vipiana is born in Paris

Developme nt of fine leather goods

Enhanced internationa l business expansion

Consolidate and integrate brands

1940 ’S

Starting with shoemaking, creating the first luxury brand at the time

Timeline

1960 ’S

CELINE ready-towear line

1980 ’S

CELINE a name, a style

2017’s

2006’s

December2 017,it was announced that Hedi Silmane would be replacing Phoebe Philo as a creative director

Joined the LVMH

Celine History Celine was founded by Céline Vipiana and her husband Richard in 1945 as a made-to-measure children’s shoe boutique that was located at 52 rue Malte . The shop was denoted by a highly distinct red elephant logo created by cartoonist Raymont Peynet.

Céline's most representative brand logo is the classic carriage logo of the 1960s.

At that time, because of the love of riding by Céline Vipiana's husband, the personal characteristics of this tight-fitting brand founder were embedded in the symbol of the brand era. Inheriting this trend of carriage, the brand's "Blason" badge pattern double C half-moon carriage pattern became a classic.

What is interesting is that the newly appointed Hedi Slimane is replayed as CELINE Triomphe bag The brand's creative directors include: Finding success, the duo expanded and opened three more stores by 1948.

More than a decade later, Vipiana used her success as a launch pad to branch out into ready-to-wear, with the goal to deliver fashion to the everyday woman. On a platform that advocated for practical clothing over frivolity, she launched a sportswear-driven line that revolved around wool skirt suits, fitted shirts, leather vests, and pastel-colored denim. In 1963, she unveiled a women’s shoe line and a year later introduced Vent Fou, the brand’s first fragrance that featured notes of galbanum, jasmine, and rose. Vipiana added leather accessories in 1966, including bags, belts, and gloves. In her mission to deliver pieces of the highest caliber, she sought out a leather goods factory in Florence.

Celine is full of feminine, elegant design while constantly expressing concern for the cultural movement in the fashion industry through the new designs, celine has become a new lifestyle. the design of celine is high quality and exquisite, emphasizing the harmony between the products.Even if there is no logo, the temperament of the product can still be recognized by people at a first glance.

(2005)

Celine is a French luxury brand with distinctive characteristics, chic and independent, a brand that exists exclusively for women, let women take the celine bag is always looks charmy,but after that Celine also began to take into the men market, launched the first Unisex leather series, elegant style, suitable for mature and stable men.Under the leadership of phoebe slimane, CELINE was shaped into an elegant and modern feeling. Micheal Kors (1997-2004), Roberto Menichetti (2005), Ivana Omazic (2005-2008) and Phoebe Filo (2008-2017) who successfully turned Silin over. In 2018, Hedi Slimane(2018-present) has joined Celine.

Brand Identity Physique:

Relationship:

minimal, comfort, neutral colors

Personalized customer service, high quality product

Reflection:

Personality:

fashion connoisseur, well-educated

Simple,bold confident,modern

Culture:

Self-image:

French brand with high quality standards

stylish,exlusive feminine,clean

,

Logo Transformation The red elephant drawn by the painter Raymond Peynet was Celine's initial identification mark.

During the Michael Kors period, the carriage logo that was not previously recognized was transformed into a more American alphabetical arrangement. After less than three years, Phoebe Philo, who had a strong style of work, re-arranged the word level and took the original Paris word, and added a apostrophe to the first "E". The concise typeface, echoing the brand's minimalism, also pushed CĂŠline to an unprecedented height in one fell swoop.

Hedi Slimane took over as brand director ,he changed celine original logo, and the French É was discarded, and the English E was changed.

The font became thicker than before, reducing the gap between characters. The brand refers to this reference to the Logo used in the 1960s, and used the modernist font of the 1930s as the presentation, The name change and logo change represent not only a brand name change, but also a change of successor, or even a change in style.

Brand Equity RESONANCE

JUDGEMENT

PERFORMANCE

FEELINGS

IMAGERY

SALIENCE

Resonance: Loyal,exclusive,positive preception

Performance: Independent,emphasize the coorodination with clothes

Judgments: simple,high quality products

Imagery: Feminize,gorgeous,practical

Feelings: classic,confidence,desigh for modern women

Salience: Their elegant design,aesthetics

Brand wheel Brand attribution: The brand has great salience in the leather goods, accessories jewelry and shoes market. They also have been portrayed as having a strong readyto-wear product category and rely on exceptional savoir-faire.

Brand value: Celine style has strong in balance of femininity and modern design, which looks simple but is innovative and timeless in the strong structure compare to the general fashion brand. Luxurious and functional clothes and accessories, with innovative designs, created to empower women in a sophisticated, practical and sensual way.

Brand benefit: Celine has association with its Parisian cultural background.

It’s founded in, Paris, France.

Celine is also under the most important French conglomerate, LVMH, strengthening the association with the French culture. Celine not only built high customer recognition to the public but also has great public awareness and got strong loyal customer base.

Brand personality: No matter how the trend changes, “practical” has always been Celine's motto. Celine's clothing is gorgeous and practical, and the texture of the single product itself is in line with the seemingly contradictory style of "casual and gorgeous". Its leather goods and accessories from leather bags, leather shoes to tie scarves highlight the practical ideas on the basis of luxury.

Products

Class box bag Since its birth in 2011, it has participated in the release of every fashion collection for 8 consecutive years, and it is a truly popular handbag style. Under the design of minimalist aesthetics, the outline of the rectangular design hooks a trace of retro style, combined with fashionable and practical effect, easily creating a strong personality undefeated bag.

Celine Luggage

Celine luggage was born in 2009, It is one of the only it bags left in the Old Celine era and the most iconic handbag of the brand. The classic design is that its appearance is like a yardage, the wavy lines on both sides of the bag are perfectly symmetrical, with the handle design and the middle zipper bag. The slender leather rope on the side can relax and reduce the bag capacity. Such a simple and stylish design completely echoes with modern minimalism, while at the same time losing practical functional design.

This is the first hot design after Phoebe Philo joined Celine.

Now 7 years later, after continuous innovation, this series of bags has become one of Celine's most important styles.

Now 7 years later, after continuous innovation, this series of bags has become one of Celine's most important styles, Celine Luggage bags are available in Medium, Shoulder, Mini, Micro and Nano sizes. Overall, Mini and Micro are very practical in size. There are many colors of bags, including black, white, blue, red and other single colors. The most distinctive feature is its color-matching series, In addition to color, there are also combinations of materials, there are many types.

STP

Demographic segements The celine target at affluent women who are geogorous,chic and sophisticated shoppers.

Geographic segements Since celine begin its international expansion early back to 1960s,there are no limits to the regions of celine’s target customers.However,the brand more focus on the women who lives in urban.

Psychographic segments Celine customers are classified as “innovators� highest level of income and abundant resources care about their self esteem and image as an expression of character and taste, indulging themselves in any or mostly all self orientation,they often seek the niche product that reflect their acquired taste for life.

Behavioral segments They have strong personality,identifying themselves with the brand that strong brand image.They are elegant,confident,but not necessary follow the trends.

Target: Celine’s target market is mostly mature women who want to identify what Celine represents: elelgant, minimalist ,modern and chic.Celine wants her customers to own a wardrobe from Celine that will seem still fashionable and chic after several years.

Age:28-60 Gender:Female Income:$100000TWD per month Marital status:single or married people Social class:upper or upper middle class with high educated background Location:urban Lifestyle:fashion lover, like to go shopping with friends.

Positioning: In 1960, the brand decided to change its positioning by focusing its business on a ready-to-wear fashion brand for women with a sportswear approach. Henceforth, the brand offered a range of leather goods such as bags, loafers, gloves and clothes.

Céline Vipiana remained the designer from 1945-1997.

In 1964, the launch of the new fragrance "Vent fou" and the new ‘American Sulky’ collection of accessories gained success.

The trench became the chief product of the house.

Prompted by the popularity of leather, Céline opened a leather goods factory in Florence.

In 1973, Céline redesigned its logo with the intertwined "C" Sulky canvas, linked to the Arcde-Triomphe, which appeared as a symbol for Parisians. At that time, Céline began its expansion in the world with the opening of various boutiques in Monte Carlo, Geneva, Hong Kong, Lausanne, Toronto and Beverly Hills.The brand’s founders wished to be part of a charitable association, so Richard Vipiana established the CélinePasteur Prize, a sponsor for the American Hospital of Paris in 1973.

Strengths

Weaknesses

Aesthetically beautiful Minimalistic Specialists in leather goods

Less collaboration Could be seen as elitist No specific label

SWOT Opportunities

Threats

Raise brand identity More improvement in the digital world Ability to continue retail design in celine store worldwide

No E-commerce More and more rivals to compete Style easily to recongisable,can be counterfeited

4PS Product: Celine product is famous of minimal, clean and comfortable.

Their design wont have too many decorate or colorful color..

CELINE for those unfamiliar with said brand, was the epitome of luxury fashion made for the modern working woman, up until former and highly influential creative director Phoebe Philo quit. LVMH, the major business group who owns CELINE among other fashion houses, decided the seemingly “best fit� for the effortlessly chic brand was controversial designer Heidi Slimanne, famous for putting Saint Laurent among one of the top luxury labels.

Price: Celine has a high brand value and their products have high quality and also reflected on the price. Their Target audience are mostly from upper classes and they surely can offer their prices for clothings from 15,000 to 120,000 USD, shoes from 17,500 to 45,000 USD, bags from 38,500 to 90,000 USD, jewelry from 10,000 to 350,000 USD, sunglasses from 11,000 to 15,600 USD, hats from 22,000 to 28,000 USD, belts from 11,000~ to 0,000 USD, small leather goods from 8,000~ to 5,000 USD, perfumes from 7,000 to 10,500 USD.

Place: Due to their products are at mid to high price, their buyers are most for high income ethnic group. Celine’s stores are usually at the prime location and shopping districts but they don’t have lots of branch distributed in an area. Celine value the accuracy rather than quantity, thence their stores are set in the most essence place. They usually set the location of the store in the place with many luxury brands where their main customers would go.

Promotion: in 2014 Marco Gobbetii started Celine prefer using traditional advertising in promotion, such as catwalk or luxury magazines which guide the customers to physical store to buy. However, with the development of the digital age,celine is gradually trying to change their marketing strategies. This time, Celine signing with Tik Tok online celebrity for the first time,also posts the videoes on Youtube to attract more people to watch. With Hedi Slimane's complete renovation of Celine, he changed their logo, and transform the style of all instagram posts, became more uniform and easily to recognize

Market Performance The LVMH Group is a global fashion and luxury brand giant with 75 high-end brands covering fashion and leather goods, perfumes and cosmetics, watches and jewelry, and wine and spirits, The luxury market is changing,new business model is evolving,LVMH fashion &leather goods segment posts strong sales rise, The fashion & leather goods business group achieved organic revenue growth of 15% in the first quarter of 2019. Louis Vuitton continued its remarkable growth across all of its businesses.

Its performance was exceptional, its creativity ever more striking and innovative, and its Men’s and Women’s Autumn-Winter fashion shows were universally acclaimed. Louis Vuitton continued to deliver an exceptional performance, Celine gradually rolled out its boutique concept and launched its first high-end perfumery collection.

Suggestions for future direction Celine always is the keep a low-profile fashion brand ,but with the development of technology, I think it can be diversified promotion, .because one of the factors that have impacted the luxury market the most is technology,like can do some collarboration with more others brand or artists,also can frequently updates their ig stores to increasr followers so that people will more focus on the product,maybe can also gradually direct the market to men's clothing, so that man can also enter the store to buy their favorite products,not just go shopping with their wife or girlfriends.

Judging from the LVMH Group's revenue in the first half of the year, the French market accounts for 9%, the European market accounts for 17%, the US market accounts for 23%, the Japanese market accounts for 7%, and the Asian market accounts for 33% And other markets accounted for 11%. This shows that the Asian market has become the largest source of revenue for the LVMH Group, far exceeding 26% in the European market (including France) and 23% in the US market.

So my suggestions is now Asian market is much more than America and European market, they can do the personalized product only for Asian .

CLASSIC