Fashion Brands

1 FASHION BRANDS A Marketing Concept Report for a Brand Collaboration between a Couture Brand Alexandre Vauthier and Mariah Carey.

Introduction The scenario chosen for this marketing concept report is the pairing of a couture brand and an artist of interest - Mariah Carey. The collaboration forms a remarkable pairing because of the diversity of the markets that are involved (Wellman, 2012). Alexandre Vauthier is a popular French couture fashion brand, whilst Mariah Carey is a world-renowned female artist (Alexandre Vauthier Couture, 2020). The two are brands, from different sectors, which makes it easier to strike a collaboration between them for mutual benefit. The partnership between the two can result in a compelling approach to the market that takes the form of a large-scale impact.

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2 The combining of the two would allow each to reap benefits that would sustain the relationship for a long. Mariah Carey is a reigning popular female artist in the world, and she is an American while Alexandre Vauthier is a popular brand in France, which offers an opportunity for the latter to improve its presence in the global market through collaboration. Mariah Carey on her part she is likely to gain more from the French market and by extension Europe through the partnership.

In the fashion industry, collaboration must bring about a surprise and a new feeling among customers, an aspect that must be taken care of in the cooperation between Mariah Carey and Alexandre Vauthier. The collaboration must come as a surprise that will raise publicity of the brand across the world. Marketing is all about appeal, a factor that must be emphasized in how the unveiling of the collaboration is done. The cooperation between Mariah Carey and Alexander Vauthier has all it takes to create a shock effect and make it the talk of the town for a long. However, this will depend on the strategies that will be used to unveil the collaboration and sustain it. The targeted audience and area must guide the approach to publicizing the collaboration for maximum effect.

Brand Audit Alexandre Vauthier brand mainly targets women consumers aged 22 – 40 who are well of and have disposable income. The brand targets women who are fashion-oriented, are interested in cutting-edge fashion (Mattox, 2013). Alexandre Vauthier is considered an innovative brand that is ever coming up with new styles and products for consumers. This can be seen in its constantly new fashions and clothing that the brand shares in the market. The brand is popular with high-income earners who want quality clothing, which can be affirmed by Lady Gaga's use of the Alexandre Vauthier products.

3 The brand is highly diversified to try and meet the needs of each market signet. Apart from dresses and trousers, Alexandre Vauthier also sells BOMBERS BOOTS (Alexandre Vauthier Couture, 2020). The boots can be matched with other products under the brand, which consumers find appealing to their taste and preference. Diversity means that Alexander Vauthier has a wide base that can accommodate a wide range of customers. Although the brand features boots, its major area of focus is designing and selling clothes. The type of designs and clothes are highly diversified to meet all kinds of demands.

Alexander Vauthier is already a popular brand in the global market, with artists such as Lady Gaga and Rihanna being previous consumers of the brand. The brand has attracted the attention of the high and mighty in the world and even among Hollywood celebrities (Lee, 2017). As a popular brand, Alexander Vauthier does not need an introduction to consumers. This popularity means that what Alexander Vauthier needs is to expand and firm its presence in the international market (Oliver, 2012). Alexander Vauthier is a choice of the first economic class in Europe, America, and developing countries. The brand needs a boost to continue soaring high in the market.

Unlike Alexander Vauthier, Mariah Carey has a bigger following across the world that can be exploited to market the brand. However, this is not to say the Alexander Vauthier does not have a huge following internationally (Alexandre Vauthier Couture, 2020). The two have a global reach, but Carey is more popular than Alexander Vauthier. In marketing using artists, it is the popularity of the artists that matter in selling a brand. In essence, the brand and the artists are already world-class, hence the possibility of a combination of the two resulting in a superior effect in the market.

4 In terms of value and pricing, Alexander Vauthier is a highly valued brand, with its products selling at high prices. This makes it unattractive to low-income earners (Lee, 2017; farfetch.com - a new way to shop for fashion, 2020). The choice of marketing strategy takes into account the value of the brand, which also influences the type of customers that are targeted. As a high-value brand, the use of highly celebrated artists to sell it is suitable. Mariah Carey is not only a big name among her fans but also an influencer in the fashion industry by virtue of her profession (Wellman, 2012). Consequently, as a global brand, Alexandre Vauthier will benefit a lot from collaboration.

Marketing Strategy The marketing strategy that will be explored in the collaboration between Mariah Carey and Alexandre Vauthier will include direct targeting of young females who are fans of the artist across the world. The marketing strategy will help Alexandre Vauthier to enhance its presence in the international market. It will also help the brand reach out to new market areas. The marketing approach will involve Mariah Carey adorning in Alexandre Vauthier (Wellman, 2012). The trend will be adopted anytime she is performing or appearing in publicized functions, with a view of giving the brand publicity to her broad audience. She will also endorse the brand through various avenues, giving it the much-needed elevation in the global fashion industry. Mariah Carey is about 50 years old but still maintains a beautiful body figure (Lee, 2017). As a consequence, she is suitable for selling the brand among the young and the aging women who value edge-cutting fashion.

Moreover, the marketing strategy focuses on reaping from the popularity of Mariah Carey across the world to take the brand to new areas where it has not reached, but the artists have a following. This shall be done through the creation of the collaboration logo, which shall

5 be shared on the platforms controlled by the two. The collaboration will also see Alexandre Vauthier create some products that will feature and promote Mariah Carey's music and personal image (Wellman, 2012). Carey has a huge influence across the world because of her exemplary performance in the music industry, which the cooperation will seek to leverage and enhance the standing of Alexandre Vauthier in the fashion industry. Her fans will be influenced to embrace the brand she loves or markets, hence the choice to have her collaborate with Alexandre Vauthier.

Alexander Vauthier will use Mariah Carey’s events to position and market its label. The brand will also sponsor her dressing as a part of the marketing strategy. She will also share the Alexander Vauthier label on her pages as part of strategic collaboration, which will see Carey promote the brand to her audience (Lee, 2017). In so doing, she will be endorsing the brand and indirectly appealing for its support from her followers.

Summary The objective of this collaboration is to establish a symbiotic relationship between the brand and the artist, in which the former can gain more publicity and reach out to new environments while the latter gets some retains out of it for selling the brand. The endorsement of the brand by a leading global artist will help to propel it to high grounds in the sector and also enable the brand to maintain its popularity among customers. The consumers of Alexandre Vauthier are interested in the quality and class that comes with the brand, something that is reinforced by celebrities using products from the designing company (Lee, 2017). The reinforcement can be maintained by bringing celebrities such as Mariah Carey into embracing and marketing the brand.

6 The success of the collaboration between Alexandre Vauthier and Mariah Carey will offer opportunities for expansion of the fashion industry and continued firming of globalization of the brand. Alexandre Vauthier will gain positive publicity from the collaboration, allowing for marketing reposition (Lee, 2017). The result will be an increase in the competitive ability of the brand.

7 Bibliography Alexandrevauthier.com. 2020. Alexandre Vauthier Couture. Alexandrevauthier.com. Available at: https://www.alexandrevauthier.com/en/.

Farfetch.com. 2020. Farfetch.Com - A New Way to Shop for Fashion. [online] Available at: <https://www.farfetch.com/shopping/women/alexandre-vauthier/items.aspx> [Accessed 21 December 2020].

Lee, J. (2017). Alexandre Vauthier, the modern day couturier. forbes https://www.forbes.com/sites/jenniferlee/2017/05/23/alexandre-vauthier-the-modern-daycouturier/?sh=82b34ef3e264.

Mattox, B. S. 2013. Ladies in red paper dolls: Famous fashions from great designers. Place of Dover Pubns.

Oliver, S. 2012. Rihanna: The Only Girl in the World. London: John Blake Publishing, Limited.

Wellman, S. 2012. Mariah Carey. Chelsea House.