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VALENTINO BRAND BOOK CREATED BY DANNISA AZZAHRA

G 1323228N Principles of Fashion         BFMD1 1406                        Marketing and Branding                             Bachelor of Arts (Hons) in Fashion Marketing & Branding Nottingham Trent University                                              Sandra Moorhouse


CONTENTS

TABLE OF


1.0

Brand History

1

2.0

Customer Profile

8

3.0

Brand Platform

16

3.1

Brand Essence

18

3.2

Brand DNA

22

3.2.1

Brand Vision

24

3.2.2

Brand Mission

25

3.2.3

Brand Promise

26

3.2.4

Brand Values

28

3.2.5

Brand Personality

30

3.2.6

Brand Positioning

24

3.3

Product Guidelines

36

3.4

Branding Guidelines

62

3.5

Communication Guidelines

70

4.0

Brand Challenges

96


BRAND HISTORY


Maison Valentino was founded by Valentino Garavani and Giancarlo Giammetti at the height of Rome’s ‘La Dolce Vita’ era. It didn’t take long for the house to achieve international recognition for its distinct style, quality, and glamour. Valentino attracted the most famous and influential clients, creating a highly-esteemed brand image. The principles of Haute Couture savoir-faire, and Italian heritage are deeply embedded within Valentino. Amongst the brand’s legacy are the infamous signature ‘Valentino Red’, and the V trademark that sparked a historical moment in fashion.Valentino Garavani recei-

ved many prestigious awards, one of them is ‘The Lifetime Achievement Award’ from the Council of Fashion Designers in America. Giammetti, who was the driving force behind the business aspect of the brand, sold the company in an effort to expand the empire and create a global luxury brand. After more than 45 years, the duo have bid their ‘Adieu’ from Maison Valentino, and replaced by CEO, Stefano Stassi, and creative directors, Maria Grazia Chiuri and Pierpaolo Piccioli. Together, they continue to lead Valentino’s storied legacy forward, and evolve with a contemporary and sophisticated vision.


throughout the years

1962 1960

1968

Valentino Garavani incorporates his logo, a golden V, into his designs including accessories that starts the logo mania in fashion.

Valentino Garavani and business partner Giancarlo Giammetti establishes the first Valentino boutique along the lines of French haute couture ateliers at Via Condotti in Rome. Valentino begins to find international success at the Pitti Fashion Fair in Florence through his debut show that attracts high society, stars, and nobility. Valentino is soon acclaimed as the new maestro of Italian Couture

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In the same year, Jacqueline Kennedy wears a Valentino dress for her marriage to Aristotle Onassis, securing an american market for Valentino.


“I know what women want. They want to be beautiful” Valentino Garavani

1970 1981

1989

Diana Vreeland masterminds a Valentino show and gala at the Metropolitan Museum of Art in New York. It’s the first time the museum opens its door to a fashion designer.

All Valentino Fashion shows take place in Paris rather than Milan. The Valentino brand evolves into an international fashion empire.

Launches the first Italian ready-to-wear collections for woman and man, and fur and accessories lines for the American market. Further global expansion followed.

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throughout the years

1998 1990

2007

Opens Accademia Valentino, a cultural space for fashion & art exhibitions.

Valentino Garavani announces his retirement from the company as it celebrates 45 years in business. The 45 years in fashion exhibition in the ARA PACIS museum in Rome, receives more than 200 thousand visitors. Garavani and Giancarlo sells the company to Holding di Partecipazioni Industriali

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“Heritage and style, tradition and innovation coexist in the concept of a new future. “ Maria Grazia Chiuri & Pierpaolo Piccioli

2008 2009 2012 - PRESENT

Maria Grazia Chiuri and Pierpaolo Piccioli (in-house accessories designers) are appointed as creative directors by chief executive, Stefano Stassi.

The last haute couture show under Garavani’s creative direction takes place. Valentino Garavani and Giancarlo Giammetti officially departs from the company.

Mayhoola for investments from Qatar, acquire an entire stake of Valentino Fashion Group SpA. Their vision is to make Valentino a global fashion powerhouse

Together, they lead Maison Valentino with a modern approach whilst remaining true to its Heritage.

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CUSTOMER PROFILE

DEMOGRAPHIC

Generation Y and X, between the age of 16 to above

45. The new Valentino targets a chic young clientele that belongs to the new generation of international jet setters.

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PSYCHOGRAPHIC

Middle and high class Middle to high income Students, professionals with solid careers and potentially parents, socialites/heiress Senior or retired professionals Attracted by emotional attributes Perceives luxury goods as status Well educated Very modern with appreciation towards art, fashion, haute couture aesthetics

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BEHAVIOURAL

Purchase products for pleasure, and happiness Purchase for fashion, practicality and as as reward for their work or achievements Buy Statement luxury pieces to mix with lower market level fashion Desires to be distinctly fashionable Spending reflects cosmopolitan lifestyle; purchase less frequently but more in a transaction

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GEOGRAPHIC 14 | VALENTINO BRAND BOOK


Fashion Capitals Urban Cities VALENTINO BRAND BOOK | 15


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BRAND PLATFORM

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THE ESSENCE OF

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V

alentino is the symbol of italian glamour par excellence. The outstanding craftsmanship and design values of the couture ateliers, and the powerhouse of the prêt-à-porter represents the best of italian modernity, style, and a timeless elegance.

The New

S

ince Maria Grazia Chiuri and Pierpalo Piccioli were appointed as our creative directors, Maison Valentino took a new path. Our perspective changed and Valentino’s ideal woman evolved. Condensed and simplified, the grace and precious delicacy that have always been a part of Valentino are now contemporary and full of contrasts.

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Maria Grazia and Pierpaolo’s stylistic approach is defined by their sense of contemporary nourished by contrasts and love for a mÊlange of visual, artistic and literary inputs synthesized in a vibrant and distinctive style

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DNA 22 | VALENTINO BRAND BOOK


Values Personality Positioning

Vision Mission Promise VALENTINO BRAND BOOK | 23


VISION O

ur vision is to exploit Valentino’s full potential, to thrive an innate sense of leadership, a corporate-centric approach and an extremely skilled and talented in-house design team as a leading global luxury fashion house.

Our vision for the Valentino woman ‘an unconventional idea of femininity and of extreme elegance that becomes a way of being, a dichotomy of a fragile yet dangerous nature mixed with an element of uniqueness and distinction’

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MISSION V

alentino Fashion Group S.p.A. mission is to be protagonist in the

Fashion world in the sectors of Fashion and Luxury, delivering maximum quality in every market segment served.

W

e focus on the needs of continually evolving cosmopolitan cus-

tomer, seeking excellence, with a continuous dialogue between passion and experience. And by fully respecting the ethical principles of correctness, loyalty and transparency.

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PROMISE F

or half a century Valentino customers have come to expect nothing but the best. Preserving excellent quality and exclusivity is our top priority. Every single products are crafted by our Artisans in Italy. Haute couture details enrich every refined creations, the majority of which are handmade. It is our utmost pleasure to make clients feel especially beautiful, elegant, but also modern and youthful.

V

alentino offers experiences alongside our products with exclusive treatments to make our customers feel important and unique. We provide excellent staff knowledge and service through our academy program to ensure client’s satisfaction and exclusivity.

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“In the end, all this is about the customer, and the possibility for us to serve them better.” Patrizio Buda, CIO, Valentino Fashion Group

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H

umanitarian endeavours are an important part of the Valentino ethos. Back in 1990, Garavani and Giammetti founded L.I.F.E, an association working to help children affected by AIDS. The social responsibility still endures within the company today. As a global luxury fashion house, we recognised the importance to adapt to local markets. For example, Valentino launches an exclusive collection using the local design elements in Abu Dhabi.

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I

n line with the Valentiono fashion group’s long-term sustainability program, we recognizes the urgent need for eliminating industrial releases of all hazardous chemicals from production of all products the company produces and sells by January 2020.In addition, we have committed to a zero deforestation policy on leather and packaging procurement.


VALUES T

he haute couture line is of the highest quality, it is produced with only exceptional and of highest quality of materials, crafted by the skilled and experienced couturiers in Rome. As for the rest of Valentino creations, we deliver maximum quality using superior materials with excellent tailoring and workmanship that resemble haute couture essence. All designs are produced in Italy. We pay constant attention to the needs of a continually evolving cosmopolitan customer. Under the new creative directors and chief executive, Valentino has undergone a remarkable revitalisation, creating a new era where our heritage is reinterpreted, and modernised. We adopt a total design project in which all of our creations including our stores, create a system of signs that expresses Valentino style. We strives to do something new and better; to learn from the past and to evolve.

O

ur business activity and conduct of affairs are founded on quality, not only in the sense of our products, but also in the sense of attention to the needs of customers, professionalism, helpfulness and promptness in meeting any commercial requirements and the prompt examination of complaints, for the full satisfaction of our customers. We shall ensure the maximum satisfaction for the customer, providing, among other things, exhaustive and precise information about the products and services supplied to them.Valentino has been a major player on the fashion scene for more than five decades. The Italian house’s value has doubled between 2009 and 2013, the success continues with growing revenue and global expansion.

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PERSONALITY

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Valentino embodies beauty in every aspect, elegant and feminine in an unconventional way. She’s contemporary with a taste of a royalty.

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Evanescent and ethereal, but also magnetic and mysterious, Valentino is seductively ambiguous, unpredictable, and as elusive as a mirage

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PERSONALITY

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POSITIONING Valentino operates in the fashion luxury market surrounded by highly esteemed fashion brands. Valentino distinguishes itself in this market sector by preserving its deeply rooted heritage, and reinterpreting it for today’s contemporary clients. As the last great Italian Haute Couture house, we are known for our commitment in perfection, exquisite quality, and elegance. Valentino is also perceived as a responsible brand who highly values environmental and humanitarian principles. We stand tall and proud in this boisterous world by being subtler and gentler like a regal monarch.

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PRODUCT GUIDELINES

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HAUTE COUTURE A variety of collections that comprise of unique one-of-a kind creations exclusively handcrafted by a dedicated team of artisans in the prestigious Roman atelier. Haute couture represemts our prestige, creativity, and Italian savoir-faire, a crescendo of accumulated ancestral knowled.ge and affirmed techniques The collection is valued for $20,000 and above

“Couture isn’t something dusty that belongs to the past. Making something that is one of a kind, and making it with great care, feels very modern to us.” - Pierpaolo Piccioli VALENTINO BRAND BOOK | 39


Womenswear accounts for 45% Menswear, 7% of sales 40 | VALENTINO BRAND BOOK


PRĂŠT-Ă€-PORTER Sophisticated and exclusive apparel-lines for men and women. Our designers twist the notion of Italian sartorial tradition and classic attitude, combined with voluminous and fitted shapes enriched with remarkable details. Creating a timeless modernity with haute couture essence. Menswear value starts from $350 Womenswear value starts from $450 up to $20,000

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Dedicated to the accessories, a vast category that includes bags, shoes, small leather goods, belts and costume jewelry for women and men. Iconic Valentino Rockstuds are embellished on most of our accessories creating an incredibly modern look. Classic Valentino motifs such as flowers, bows and lace are also reinterpreted, strengthening a category that continues to thrive and evolve successfully. All accessories account for 45% of sales. Bags are valued at $1200 up to $5,500 Shoes are valued at $530 up to $5,500 Accessories are valued at $200 to $1,500

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VALENTINO UOMO A masculine Fragrance for Men, its shape is reminiscent of a bottle of fine liqueur because the perfume inside is an amber liquid. The fragrance represents the search for a timeless modern classic and the sense of Italian history. The glass of the entire surface is cut in prisms resembling the ashlar bricks on a patrician palazzo. Valentino signed a fragrance license agreement with Puig, involving production, development, and distribution of all Valentino perfumes.

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VALENTINA

A sensual and unique fragrance for Woman, Valentina was conceived as couture style and a signature element of distinction that expresses an unconventional feminine ideal. Two master perfumers, Olivier Cresp and Alberto Morillas, created the fragrance as a tribute to today’s Valentino women. Valentina begins a series of fragrances for her; Valentina Assoluto, and Valentina Acqua floral, Each represents distinct sides of a Valentino women. Perfumes are retailed from $70 to $130

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EYEWEAR Valentino eyewear for man and women are designed to combine our classic values with contemporary vision as to compell the fresh and younger clientele belonging to the new international jet set. The eyewear collection is licensed with a reowned eyewear company, Marchon. It produces, developes, and distributes Valentino eyewear to partners around the world. Eyewear are retailed from $320 to $600

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A young, romantic, and more affordable sister-line that mirrors the house’s top codes. A modern fairytale underscored by girly creations, playful combinations, impalpable fabrics and elegant finishes and details. Red Valentino mixes various influences, from myriad of places and eras. Innovative accessories and unexpected ornaments further enrich Red collections, emphasizing its fresh, feminine individuality The product price ranges from $100 to $2000

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NORTH AMERICA 13

SOUTH AMERICA 3

DISTRIBUTION 50 | VALENTINO BRAND BOOK


EUROPE 49

MIDDLE EAST 10 ASIA 64

Valentino is available in over 90 countries through a retail network of 160 directly-operated boutiques, as well as in over 1300 points of sale.

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THE ATELIER I

n downtown Rome near the Spanish Steps, Valentino’s historic headquarters on Piazza Mignanelli are a genuine legend. Inside and out, the 16th century residence, represents the passion and inspiration, results and recognition of a fashion brand that is universally acclaimed and loved. Inside Palazzo Mignanelli, the brand’s affinity with classic, modern, and contemporary art and with grand Italian artisan tradition magically came to life through the exquisite work

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of a unique and brilliant group of pattern-makers, seamstresses, and embroiderers. There are about 60 seamstresses lead by Prémieres who are dedicated to handcrafting the precious haute couture creations.The Valentino maison is a fascinating combination of different eras and styles. Like fashion, it is relentlessly changing through an exciting sequence of evolution. And yet, Valentino remains the only Italian brand that still makes in-house couture at its own atelier.


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THE FLAGSHIP V

alentino flagship store is an important instrument in developing the Valentino maison’s worldwide retail expansion and creating customer awareness of the brand. To us, it is a way of making a statement and establish a firm existence in fashion capitals of the world. The new concept developed by David Chipperfield Architects together with our creative directors, combines old and new, generating a palazzo atmosphere. The stores are designed to complement Valentino creations on display, with simple forms

that make use of a range of opulent materials; grey Venetian Terrazzo with Carrara chippings, timber, marble, leather, carpet and carbon fiber, allowing the visitor to focus on the collections whilst evoking a sense of intimacy. Italian grandeur is embedded in every corner, the new Rome flagship store features a grand entrance atrium with marble columns and terrazzo walls creating a monumental space.Valentino flagship store offers a unique experience, delivers both man and woman collections in a single location. VALENTINO BRAND BOOK | 55


V

THE BOUTIQUE

alentino boutiques are located in the most prestigious shopping streets in the world. Our creative directors collaborate with David Chipperfield to create the new store concept. The core concept stems form a desire to preserve grace and elegance infuses the house while speaking to a modern public that lives in the digital revolution. The store is divided into rooms, each one characterised by an iconic element that speaks the Valentino language: a vertical mosaic mirrors in the shoe area or the American walnut accessory shelving, the grey leather used 56 | VALENTINO BRAND BOOK

in the dressing rooms, the white plaster walls, the timber parquet, and the terrazzo marble on he floors. In contrast to the solidity of the architectural elements, the collection is displayed on polished carbon-fibre racks and shelving around the perimeter. Each shelf is individually illuminated by an almost invisible LED lights.The overhead lighting combines clear white, and warm lights with chandelier in the centre. The space exudes a solemn sense of calm and expresses the couture savour faire. The boutiques are divided for woman and man.


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THE SHOWROOM T

he main purpose of Valentino showroom is to exhibit our newest collections during fashion weeks. Only selected guests and buyers are invited to view and select the next season’s must have pieces before they appear in stores. The newest collections are elegantly showcased in a beautiful space with mannequins and brass racks, accessories are laid out carefully in glass shelves, and tables. There are only 6 Valentino showrooms in the world; Italy, France, United States, Japan, and Brazil.

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BOUTIQUE & POP UP STORE T

he REDVALENTINO boutique is made up of rooms that are designed to give a multidimensional feel. The wall acts as a blank canvas that allows the collection to tell the story. Each room offers unique dreamlike atmosphere with moving walls and disappearing ceillings that delivers a fairytale-like experience. Valentino creative directors collaborates on the store design with Paper-Cut Projects, Nikki Nye and Amy Flurry.

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P

op-up store is a temporary space that has been turned into an enchanting greenhouse where imagination and fashion comes to life. Real botanical elements are installed to exhibit exclusive items, and a cloud of fluttering butterflies comes to life seemingly lifting the space to a fairytale world. It is where the young Red Valentino woman, like alice in wonderland, unexpectedly finds herself in a luxuriant verdant place where her fantasy journey continues.


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BRANDING GUIDELINES

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T

he concept is to deliver a very consistent and clean message of the Valentino core essence; haute couture savoir-faire, and emphasize timeless modernity. Valentino logo appears in black, white and gold. These colors portray exclusivity and grace of the italian house. Red Valentino logo features black, and the ‘Valentino Red’ color. The color belongs to our heritage and is an official pantone color. It combines primary color with deep orange to intensify its tone and impact. Valentino associates the color with bold, yet elegant woman. Both logos use the famous Bodoni typeface. Valentino garavani logo consists of the letter “V” within an incomplete oval, that appears on accessories, and also embossed in leather. The logo uses a combination of Bodoni and Kollar Sans typefaces. The size of each logo is 5 cm x 2 cm, sewed on clothing and accessories.

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Bright Red C ‘Valentino Red’

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Black 6 C


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Metallic 4525 C

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COMMUNICATION GUIDELINES Our approach is to portray Valentino’s exclusivity, in a grounded and relatable way. We create a system of signs that delivers the Valentino message through every aspects; from the collection to the fashion shows, public relations, retails, communication and media.

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STORE CONCEPT Valentino’s store is an essential medium to communicate with our customer. Every single store portrays timeless modernity, and evokes the Italian grace of Valentino. The concept is continuously evolving, creating new opportunities to show our identity, and to inspire our clients.

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CAMPAIGNS

Valentino’s campaign illustrates every seasonal collection’s theme, including special campaign for Valentino Garavani. We collaborate with photographers who share the same vision as Valentino. The Key is to tell different stories in the Valentino language, contemporary with a tribute to our heritage.

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Our campaigns also taps into an edgier, younger side of Valentino customers, such as collaboration with the famous photographer, Terry Richardson. Campaigns are published on renowned high fashion magazines and billboards to promote customer’s awareness.

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DIGITAL

MEDIA Through Valentino.com and social media (instagram, facebook, snapchat, youtube, et cetera), we provide current informations of the brand for our clients who lives and breathes in digital era. Valentino’s message of timeless modernity is constantly channeled through videos and images of the brand. Our website also provides e-commerce that delivers to more than 90 countries, plus an integrated mobile app to make shopping experience as seamless as possible.

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FASHION

SHOWS Womenswear and Menswear fashion shows are held every season, including women’s haute couture, in Paris.We invite Valentino’s fans to watch a live stream of every fashion show on our official website. Teasers and behind the scenes are also published through our social media, giving an intimate view on our brand. It promotes international attention for Valentino, and gives our customer an instant live experience.

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EVENTS In line with our exclusive customer experience, VIP clients are invited to our special events, such as a flagship store opening. The event is celebrated with a special collection and fashion show. Each collection is specialised with local elements that customers can relate to. Valentino launched a special New York capsule collection, and held a haute couture show as a tribute to Valentino’s Sala Bianca collection in Florence in 1960’s.

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for Shanghai A spectacle of a special all red collection infused with oriental elements to celebrate the largest flagship store in Asia.

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CELEBRITY ASSOCIATION

Association with celebrity is essential to our reputation, we have dressed the most famous and influential stars, and royals for red carpets and social events since the era of Elizabeth-Taylor. We support today’s generation of celebrity in our approach of young and modern clientele

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Emma Watson VALENTINO BRAND BOOK | 87


COLLABORATION

Valentino collaborates with artists, and celebrities in developing our brand image. Our collaboration with Paramount Pictures, stars Ben Stiller and Owen Wilson from the movie zoolander who walked down the runway during Autumn/Winter 2015 fashion show, gives an unexpected twist and fun to the usually formal event. We also collaborate with Italian artists on ready-to-wear collections as an appreciation and contribution towards Italian modern art and culture.

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Camuamor collection: Exclusive colaboration with Italian Artist, Giosetta Fioroni Iconic Valentino camu pattern is re-imagine in a series of artistic90heart motifs. | VALENTINO BRAND BOOK


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PACKAGING Packaging portrays Valentino’s exclusivity and quality. Our creations are elegantly wrapped in paper tissues on a signature red Valentino box that features an autheticity card, a care booklet, and a dust bag, presented in a luxurious iconic red Valentino carrier bag.

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Tone of Voice Formal Modern Romantic

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BRAND CHALLENGES

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COMPETITION & EXPANSION Valentino operates in the luxury fashion industry with intense competition. We have been operating the business for half a century and posses the same notoriety and level of exclusivity as other global luxury brands. However, the scale of the business hasn’t been maximized. Although our e-commerce and third-party retailers have helped broaden our distribution, our direct-operated retail stores haven’t expanded to other potential markets such as Australia, and Africa. We are still in the midst of optimizing Asian and Middle eastern markets, albeit we have received positive response and growth. As a modern brand we need to evolve and sharpen our strategy to deliver a clearer Valentino message. Together, with our new investor (Mayhoola from Qatar) we strive to further expand the business and exploit our full potentials. We strongly believe with our updated, contemporary visions, we can thrive as a global luxury fashion powerhouse.

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CONSUMER PERCEPTION

Valentino is deeply rooted with Italian heritage, and haute couture savoir-faire. It is an important value that distinguishes us in the sea of prosperous brands. As a global luxury fashion house, Valentino’s heritage is not widely known by our potential and current clients. We have also recognized the need to update our vision to attain the younger generation of customers without alienating the heritage grand dames. We aspire to achieve all of these aspects together, creating a brand with a rich heritage and contemporary vision. Through our new vision and organisation system, we seek to enhance our exclusivity, at the same time attainable and relatable to customers.

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