Disney x Alexander McQueen Brand Extension : Amy Rafano
This report will provide an in-depth analysis of a successful collaboration proposal between Alexander McQueen and international conglomerate Disney. Utilising relevant theories throughout the report such as SWOT, TOWS and the BCG Matrix, an exhaustive analysis will provide a horizontal brand extension campaign. An evaluation of the characteristics and reputation of Alexander McQueen and Disney will indicate how they can establish a collaboration best suited to embryonic customers. This will feed into a new brand extension strategy to increase the brand awareness of Alexander McQueen and extend Disney into the luxury market.
Alexander McQueen is a luxury fashion brand established in London in 1992 by its founder Lee Alexander McQueen and as of 2001, it has been under the ownership of the Kering conglomerate group (Kering 2019a). The brand is known for its androgynous, morbid, and maximal designs alongside its contemporary British couture.
Despite McQueen’s luxury success, in a survey conducted by Statista in November 2023, they found that out of 1247 US respondents, only 38% knew of the Alexander McQueen name (Statista 2023), see Appendix B. Therefore, a brand extension partnered with Disney would be beneficial in increasing McQueen’s global brand awareness.
“Integral to the Alexander McQueen culture is the juxtaposition between the feminine and the masculine, fragility and strength, romance and rebellion, man, and machine.”
- Kering (Kering 2019a)
The Walt Disney Company is an international mass-audience conglomerate, valued at 183.63 billion USD as of 2023 (Guttmann 2024). Disney was founded in 1923 by Walt Disney and his brother Roy, who established the Disney Bros. Cartoon Studio in Hollywood, California (History Editors 2019). Disney is best known for their whimsical and fantasy stories, with 100 years of storytelling recognised around the globe.
“With over 200,000 employees and a market capitalisation exceeding $150 billion, it is one of the most successful and influential media conglomerates in the world.” (Kunze 2023).
McQueen graduates from Central Saint Martins in London, igniting the establishment of the Alexander McQueen brand.
McQueen is appointed head designer at Givenchy where he held the role for four years.
McQueen establishes his signature brand logo, the ‘C’ inside the ‘Q’.
McQueen debuts his iconic skull-print scarf as part of his Spring/Summer 2003 collection.
New York City’s Metropolitan of Art opens ‘Savage Beauty’, an exhibition of McQueen’s work.
Tom Ford signed a deal with McQueen for the Gucci group to acquire a 51% share of the McQueen label, with McQueen named creative director with full artistic license.
Alexander McQueen commits suicide at his home in London.
Sarah Burton is appointed Creative Director in news of McQueen’s passing, who goes on to design Kate Middleon’s wedding dress for the 2011 Royal Wedding.
The Victoria & Albert Museum restages “Savage Beauty” which became the museum’s mostviewed exhibition.
Sarah Burton resigns as Creative Director after 10 years with Alexander McQueen. Seán McGirr is appointed as the new Creative Director (Wikipedia 2024).
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MEREDITH ACKLEY PEN PORTRAIT - EXISTING CUSTOMER
Demographic Age: 29
Gender: Female
Education: LLB (Hons) degree in Law
High disposable income £90,000 per annum
Works as a lawyer in Brooklyn
Living in New York, USA
Engaged
Behaviours
Needs
• Shops in person and would spend a free day in her busy lifestyle shopping in-store, but often reverts to online platforms to view products due to her packed schedule.
• Meredith engages with high-quality pieces that will last and be ‘timeless investments’ in her wardrobe.
• She is a busy businesswoman who strives for professionalism and sophistication. Meredith prioritises luxury experiences.
• Keeps up on fashion news via social media. For example, fashion weeks are a great opportunity for Meredith to see new collections and pieces she could be interested in purchasing.
• Keeps up to date on her emails, including marketing and promotional emails from her favourite luxury brands.
• Meredith would find any opportunity in her schedule to travel for an exclusive event arranged by some of her most loyal brands.
• A brand that offers a relationship between a customer in a store. Feeling engaged and part of the brand is a crucial aspect for Meredith to feel welcomed and part of their products.
• Long-lasting products with heritage and high craftsmanship.
• Personalised shopping experiences. To be able to contact an employee and arrange. personalised meetings in stores to discuss products and styles is a need for Meredith.
• Brand-conscious efforts in environmental and ethical practices.
Motivations and Goals
• Meredith prioritises her mental health by keeping organised, as part of her busy work schedule, and staying active.
• Spending time with friends and family on the weekends and luxurious holidays, maintaining a healthy work-life balance.
Devices
Pain Points
Comparison
• Uses her personal MacBook for online browsing, and her phone for staying up to date on social media posts on Instagram and X (Twitter).
• Meredith doesn’t consume much offline media; she prefers taking in information on the go.
• Lack of real-time customer service. A long, in-depth interaction with an employee is far more valuable to Meredith than an automated online chat service.
• Fast fashion – quantity over quality is not looked out for by Meredith.
• No personalised, exclusive experiences within a brand that she could feel a part of.
• Meredith Ackley's pen portrait differs from Amelia Harris's. Whilst Harris shops in person, Ackley finds herself shopping online due to her work schedule.
• 'Blossoms of Valour' will appeal to Meredith, as her job allows her to travel frequently, making her able to attend exclusive events which she loves to be a part of.
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AMELIA HARRIS PEN PORTRAIT - NEW CUSTOMER
Demographic Age: 28
Gender: Female
Education: BA (Hons) Interior Design
High disposable income of £68,000 per annum
She runs her own interior design business in Chelsea, London
Living in Hampstead, London
Single
Behaviours
Needs
• Being in central London allows Amelia to engage in numerous events around her work schedule.
• Amelia loves boldness, exclusivity, and creativity. Being an interior designer fuels her interest in seeking interesting unique designs and products.
• She is a busy business owner but finds time to enjoy activities throughout the day around her job as a self-business owner.
• Stays up to date on social media and her emails, accessing news and promotions.
• Frequent traveller across Europe.
• She enjoys shopping in person at flagship stores in London, given her accessibility to prestigious shopping streets such as Oxford Street.
• Amelia enjoys the search for ‘one-of-a-kind’ pieces. Her job reflects her shopping habits, finding a constant need to find creativity in her fashion and style. As part of this, Amelia will always prioritise her schedule to be able to attend limited-time events and products.
• A brand that is self-conscious in its sustainable efforts, strives to source materials ethically and be mindful of the environment.
• Quality over quantity.
• Products that can be deemed as ‘collectables’, as part of the ambition to feel exclusive and a part of a brand.
• A brand that offers a relationship between a customer in a store. Feeling engaged and part of the brand is a crucial aspect to Amelia to feel welcomed and part of their products.
• Brands that are founded and built through history. Amelia likes to feel a part of a brand’s timeline.
Motivations and Goals
Devices
Pain Points
Comparison
• Spending time with friends and family, maintaining a healthy work-life balance.
• As part of her work, learning about different cultures and histories fuels her creativity and inspiration to be bold and unique.
• Uses her home Mac to work on her designs and browse products online.
• Her phone keeps her updated on fashion news, such as fashion weeks, on social media platforms such as Instagram and X (Twitter).
• Her offline media consumption consists of subscriptions from Vogue and Elle.
• Lack of real-time customer service. A long, in-depth interaction with an employee is far more valuable to Amelia than online shopping alternatives.
• Fast fashion: quantity over quality is not looked out for by Amelia.
• No personalised, exclusive experiences within a brand that she could feel a part of.
• Lack of transparency in brands' ethical and environmental factors, such as lack of information on how a product is sourced and crafted.
• Amelia Harris' pen portrait differs from Meredith Ackley's. Whilst Ackley can travel to attend an exclusive event, Harris is more likely to attend events local to her in London.
• 'Blossoms of Valour' will appeal to Amelia, as she seeks exclusivity, and unique products and enjoys learning about cultures.
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ALEXANDER MCQUEEN BRAND
POSITIONING MAP
Information for Alexander McQueen's brand positioning maps price scale was gathered through each brand’s website and found the average price of a plain white t-shirt. The brand awareness scale was calculated based on information gathered by Statista in 2023, see Appendix D.
POINTS OF PARITY
Price Alexander McQueen does not offer direct sales and promotions to customers shopping online on their website or in person.
Despite this, they do have outlet locations, in-store and through retailers online.
Gucci does not offer direct sales and promotions to customers shopping online on their website or in person.
Despite this, they do have an outlet location, notably famous in Bicester Village in the UK.
Prada does not offer direct sales and promotions to customers shopping online on their website or in person.
Despite this, Prada sells their products through outlet locations, in-store and available online.
Yves Saint Laurent does not offer direct sales and promotions to customers shopping online on their website or in person.
Despite this, Yves Saint Laurent sells their products at a discounted price through outlet locations, in-store and available online.
Alexander McQueen’s main direct competitors do not offer sales or promotional offers on their websites.
However, they all offer an alternative way to shop discounted products through outlet store locations and online outlet retailers.
Distribution Channels
Brand Heritage and Reputation
Alexander McQueen is available to purchase through stores, retailers (online and offline, such as Selfridges) and its website.
Gucci is available to purchase through stores, retailers (online and offline, such as Selfridges and Harrods) and its website.
Prada is available to purchase through stores, retailers (online and offline, such as Selfridges and Harrods) and its website.
Yves Saint Laurent is available to purchase through stores, retailers (online and offline, such as Selfridges and Harrods) and its website.
Alexander McQueen’s main direct competitors are all easily accessible for customers to make purchases.
It distributes its products online and offline, through its website and external department stores.
Customer Service
Alexander McQueen holds a strong brand reputation due to its forward-thinking, bold and innovative designs.
“Alexander McQueen was one of the most celebrated fashion designers of his generation” (Victoria and Albert Museum 2024a).
Gucci holds a strong, recognisable brand reputation, considering their Italian heritage is rooted in history.
In research conducted by Lyst, Gucci was deemed to be the most influential brand of 2022 (Marain 2022).
Alexander McQueen provides an attentive service to its customers in-store, making themselves available for questions or advice.
McQueen provides a 2-year product care warranty for its products (Alexander McQueen 2024a).
Gucci provides an attentive and informative service for its customers in-store, where employees are available for questioning and telling customers the history of the company.
Gucci provides a 2-year product warranty for its customers (Gucci 2024b).
Prada holds a strong brand reputation, their brand considered iconic and globally renowned (Handbag Clinic 2024).
In 2023, Prada claimed the top spot in Lyst’s rankings of hottest products in the fourth quarter with its Margaux bag (Zhang 2024).
Prada provides attentive service for its customers in-store, welcoming you at the door and making themselves present throughout the store layout.
Prada offers a 2-year warranty on their products for customers (Prada 2019b).
Yves Saint Laurent holds a strong reputation, evidently so in their brand awareness in the UK.
According to research by Statista, the brand awareness of Yves Saint Laurent is at 87% in the UK (Kunst 2024a).
Alexander McQueen’s main direct competitors all share points of parity due to their highly recognisable and strong brand reputations. They share the same recognition through their history and product recognition.
Collaborations Alexander McQueen has collaborated with Disney in the past to create a sneaker design with Mickey Mouse along the side.
Gucci has collaborated with Disney in the past, creating leatherwear, items of clothing and shoes with Disney iconography.
Prada has not collaborated with Disney in the past but has partnered with Adidas.
Yves Saint Laurent provides an attentive service for its customers in stores, and its employees are always available for customer attention.
You can return any online purchases within 30 days from the delivery or pickup date. They also offer a 2-year warranty (Yves Saint Laurent 2024).
Yves Saint Laurent has collaborated with Disney, creating a shirt with a Mickey Mouse Pattern painted across.
Alexander McQueen’s main direct competitors all provide an attentive, highquality, highly personable service for its customers in-store and online.
Alexander McQueen’s main direct competitors have collaborated with Disney in the past through a large product range.
Alexander McQueen Gucci Prada Yves Saint Laurent Points of Parity
POINTS OF DIFFERENCE
Alexander McQueen Gucci Prada Yves Saint Laurent
History Lee Alexander McQueen founded his label in 1992 after graduating from Central Saint Martins in London (Kering 2019a).
Brand Aesthetic
The McQueen brand explores the ‘British punk’ aesthetic, focusing mainly on dark tones featuring reds and blacks.
‘McQueen’s design aesthetic includes juxtaposition, attention to detail, experimentation with silhouette and strategic use of colour’ (Yellowbrick 2023).
Gucci was founded in 1921 in Florence, Italy by Guccio Gucci (Gucci 2024a).
Prada was founded in 1913 in Milan, Italy by Mario Prada (Prada 2019a).
The Gucci brand focuses on a traditional take on modernity. Their iconic unsaturated shades of red, green, and yellow are consistent throughout some of their product designs.
‘Gucci’s design aesthetic is a seamless fusion of tradition and innovation’ (The Americana at Brand 2023).
The Prada brand logo and website interface are black and white, but their products feature various bright, vibrant colours alongside neutral tones.
‘Prada designs are characterized by clean lines, minimalism, and a focus on functionality. The brand’s creations exude a sense of understated elegance, effortlessly blending classic and contemporary elements.’ (Shults 2024).
Saint Laurent was founded in 1961 by fashion designer Yves Saint Laurent and his partner, Pierre Bergé (Kering 2019b).
The Saint Laurent brand has a more minimalist aesthetic than some of its competitors, aligned with sleek sharp edges and neutral tones.
Saint Laurent’s design aesthetic has been described as empowering, dynamic and boundary-pushing (Lloyd Jones 2023).
Celebrity Collaborations McQueen’s celebrity collaborations and brand ambassadors include Drew Barrymore, Beyonce, Sydney Sweeney and I.N of the K-pop band ‘Stray Kids’.
Gucci’s celebrity collaborations and brand ambassadors include Harry Styles, Billie Eilish, Elton John and Gyuyoung Park.
Prada’s celebrity collaborations and brand ambassadors include Tom Holland, the K-pop band ‘Enhypen’, Hunter Schafer, Letitia Wright, and Charli Damelio.
Saint Laurent’s celebrity collaborations and brand ambassadors include Finn Wolfhard, Steve Lacey, Lil Yachty and Travis Scott.
Product Range
No. of Stores Worldwide
Alexander McQueen’s product range consists of Menswear and Womenswear clothing and accessories, including handbags, shoes, jewellery, scarves, and sunglasses.
Gucci’s product range consists of Menswear, Womenswear and Children’s clothing. Alongside jewellery, handbags, travel, beauty, and lifestyle products.
Prada’s product range consists of Menswear, Womenswear, Skiwear, and bags. Alongside this also includes beauty and home products.
Saint Laurent’s product range consists of Menswear, Womenswear, beauty, and accessories, including handbags, small leather goods, belts, sunglasses, and jewellery.
As of December 2021, Alexander McQueen has 100 retail stores worldwide (1stDibs Expert 2022).
As of the end of 2023, Gucci has 538 retail stores worldwide (Sabanoglu 2022).
As of 2022, Prada operated a total of 638 retail stores worldwide (Sabanoglu 2024).
As of the end of 2023, Yves Saint Laurent has 308 retail stores worldwide (Sabanoglu 2022).
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Fig.35
Analysing Alexander McQueen’s brand equity can provide an in-depth analysis of Alexander McQueen within the luxury market. The brand extension can affect brand equity, such as its consumer feelings, which could be shifted to nostalgic and whimsical, the feelings associated with the Walt Disney Company.
Resonance The quality of Alexander McQueen’s products is reliable.
‘63% of customers show loyalty to Alexander McQueen’ (Kunst 2024b).
The Alexander McQueen website has a 48.97% bounce rate as of April 2024 (SimilarWeb 2024b).
Alexander McQueen has 13.1m followers on Instagram as of April 2024 (Alexander McQueen 2024b).
Judgement
The McQueen brand is recognised as highly credible, with McQueen being awarded Designer of the Year by the British Fashion Council four times between 1996 and 2001 (Victoria and Albert Museum 2024a).
• Unique
• Luxurious
• Daring
• Credible
Feelings
• Powerful
• Determined
• Experimental
• Bold
• Daring
• Edgy
Performance British craftmanship: Designer of the Year (Victoria and Albert Museum 2024a). McQueen has an estimated annual revenue of $200m - $500m USD (SimilarWeb 2024b).
Alexander McQueen’s audience gender distribution is 55.91% female, 44.09% male, of which 34.88% are between the ages of 25-34 (SimilarWeb 2024b).
27.57% of McQueen’s online customers are browsing from the US, and 13.08% are browsing from the UK (SimilarWeb 2024b).
Alexander McQueen consists of a variety of strong, recognisable visual elements which allow the luxury brand to withhold its instantly recognisable aesthetic amongst others in a dominant market.
PHYSIQUE:
Logo: C embedded inside of Q
Skull scarf Spring/Summer 2003 collection
Red and blacks
Tartan
Times New Roman typography in the brand logo (Inkbot Design 2017)
RELATIONSHIP:
Shared values, confidence, high quality, inclusion, exclusivity, diversity
S1 Strong Brand Identity and Global Presence: Alexander McQueen holds a strong reputation due to the luxury brand’s bold and androgynous designs. ‘Alexander McQueen was one of the most celebrated fashion designers of his generation, known for his highly original designs that married artistry with exceptional technical ability.’ (Victoria and Albert Museum 2017).
S2 High-Quality Craftmanship: The brand is known for its high-quality levels of craftsmanship, attracting customers with an eye for detail amongst its bold designs. As stated by McQueen himself, “My basis for anything I do is based on a craftsmanship, be it tailoring, be it woodwork, or be it anything else... I try to involve a lot of hand-crafted things.” (Victoria and Albert Museum 2024b).
S3 Commitment to Sustainability: McQueen has experimented with new sustainable technologies in their designs to be alongside companies’ global efforts and expectations to be more environmentally friendly. Their Spring/Summer 2020 show consisted of eco-responsible looks, crafted through upcycling recycled materials. ‘Alexander McQueen’ has long been taking an eco-responsible approach by offering unused fabrics from the archives to fashion school graduates for their graduation collections. ‘The British label is now committed to more environmentally friendly methods within its own collection’ (Le Drezen 2020).
Opportunities
O1 Diversification into New Markets and Product Offerings: McQueen could expand their product range variety by introducing a new product collection which would introduce Alexander McQueen to new audiences with new, modern psychographics that can be embedded into the brand in future.
McQueen is a highly recognised prestigious luxury brand worldwide. Their strong brand identity and reputation could put them in a position to do collaborations with other brands and celebrity endorsements. Collaborations and partnerships can allow McQueen to stay up to date with consumer trends and grow their brand recognition. Collaborations with other companies can create the opportunity for more affordable activities and experiences outside of McQueen’s high price point on their products.
In an article by Entrepreneur, they state that ‘celebrity endorsements can increase a company’s sales by 4%’ (Mawer 2023).
O2 Rise of E-Commerce: The retail market is seeing a high increase in e-commerce sales. According to research by Statista, ‘In 2024, retail e-commerce sales are estimated to exceed 6.3 trillion U.S. dollars worldwide, and this figure is expected to reach new heights in the coming years.’ (Van Gelder 2023), see Appendix E.
O3 Sustainability : Alexander McQueen could extend their sustainable efforts, deemed as ‘It’s a start’ on the ‘Good on You’ sustainability ranking (Good on You 2024). For example, using sustainable packaging, sourcing sustainable or renewable materials and supporting international ethical labour practices or sustainable charities.
‘77% of consumers are more willing to spend with a company that has a corporate social responsibility pledge.’ and 77% of consumer products and retail organizations found that sustainability leads to increases in customer loyalty.’ (The Capgemini Research Institute 2023).
Weaknesses
W1 High Price Points: Being a luxury retailer positions Alexander McQueen towards a niche market, as high costs can limit accessibility for potential buyers in price-sensitive markets.
As of March 2024, 32.84% of McQueen’s website demographic is between the ages of 25-34 (SimilarWeb 2024b). This suggests that Alexander McQueen predominantly caters to a younger luxury demographic, potentially limiting their demographic to older luxury consumers.
W2 Ethical Practices: As of March 2024, Alexander McQueen’s efforts towards sustainability are ranked as ‘It’s a start’ on ‘Good on You’ (Good on You 2024). ‘Alexander McQueen has good policies to reduce its greenhouse gas emissions in its supply chain but is not taking adequate steps to ensure payment of a living wage for its workers’ (Good on You 2024).
Alexander McQueen received a low score of 41-50% in the 2022 Fashion Transparency Index (Good on You 2024).
Furthermore, research by Good on You found Alexander McQueen ‘claimed to have a program to improve wages but there’s no evidence it ensures its workers are paid living wages in most of its supply chain.’ Alongside ‘during the height of the COVID-19 pandemic, it disclosed adequate policies to protect workers in its supply chain from the virus.’ (Good on You 2024).
Threats
T1 Cost-of-Living: The cost-of-living crisis poses a threat to McQueen’s UK customers and target audience. In research conducted by the Office of National Statistics in the UK Government, they found that ‘54% of adults reported that their cost of living had increased compared with a month ago’ and ‘65% said they were spending less on non-essentials’ (Office for National Statistics 2023).
T2 Counterfeit Products: Alexander McQueen’s high price point in the luxury market positions them at a high risk of counterfeiting. ‘47% of brands are now losing sales to counterfeit goods.’ (Mark Monitor 2023). According to Brand Protection AI, counterfeiting ‘deprives businesses of legitimate sales and profits, resulting in significant financial losses. It can damage the reputation of the affected companies, as counterfeit goods are often of lower quality and can lead to negative reviews and consumer dissatisfaction.’ (Brand Protection AI 2023).
‘Counterfeit goods can pose a significant risk to public health and safety, as they may not meet required safety standards or contain harmful substances.’ (Brand Protection AI 2023).
Strengths - S Weakness - W
Opportunities - O SO Strategies
- S1. O1. Innovative online and offline marketing campaigns to fuel engagement and expand McQueen’s global presence alongside Disney’s worldwide domination, utilising Alexander McQueen’s highly recognised craftmanship.
- S1. O3. A collaboration between McQueen and Disney strengthens opportunities for McQueen to be positioned as a sustainable leader amongst others within the luxury fashion market, with the help from Disney. Developing a strong CSR strategy within the campaign can drive sales and consumer loyalty.
Threats - T ST Strategies
- S2. T1. Maintaining heritage whilst innovating, taking into consideration McQueen’s brand identity, strong craftmanship and heritage alongside Disney’s modern products and tastes to produce a price-sensitive collection during the cost-of-living crisis in the UK. Taking into consideration affordable activities and experiences, those who cannot afford the handbag product can be a part of the collaboration through its promotional materials.
- S1/3. T2. Utilising Alexander McQueen’s strong brand reputation alongside Disney’s worldwide recognition to promote both brands' sustainable goals in efforts to counteract counterfeit products which could pose a risk to public health. This could be accessed through a traceability feature, available on Alexander McQueen’s website, detailing the manufacturing and distribution process.
WO Strategies
- W1. O1. Expanding Alexander McQueen’s market reach to address high price points: collaborating with Disney will branch McQueen to a broader audience with more accessible price points within the campaign. This could be achieved through affordable activities as part of the campaign and experiences.
- W2. O2. A collaboration between Disney and Alexander McQueen can target Weakness 2 and improve its brand sustainability by taking advantage of the rise of e-commerce. Focusing on ethical practices and educating consumers online can enhance the sustainable plausibility of the collaboration.
WT Strategies
- W1. T1. Time-sensitive campaign launch: the collaboration should be launched away from financially highly disposable public holidays, such as Christmas, to combat the cost-of-living threats alongside the collaboration’s high price points. Giving potential customers time to regain a healthy disposable income is crucial in increasing product sales.
- W1. T2. Targeting counterfeit products amongst the cost-of-living crisis is crucial, to uphold the integrity of the collaboration and reduce the risk of diluting the collection’s exclusivity and perception. This can be combated by offering affordable experiences outside of the handbag collection and educating customers on the importance of sustainability within the collection.
BRAND EXTENSION
Product
Collection of Mulan Chinese-inspired handbags
- Featuring iconography of Chinese blossoms and metallic chains, in reference to the femininity of Mulan in unison with her warriorship and masculinity.
‘Blossoms of Valour’ offers a unique range of androgynously designed handbags, embracing the art of masculinity and femininity with Chinese elements. The extension targets Millennials, who account for 34.88% of McQueen’s audience demographic (SimilarWeb 2024b). Alongside the collection comes the opportunity for a unique, in-store pop-up for customers. The collaboration is set to take place for six months across the Chinese blossom season, beginning in February.
Alexander McQueen’s collaboration with Disney creates an opportunity for powerful creative synergy, considering McQueen and Disney are well known for their storytelling prowess and exceptional imagination. A collaboration would result in a visually imposing piece of storytelling and eye-catching designs that blend one of Disney’s most famous characters Mulan and McQueen’s avant-garde aesthetic.
‘Blossoms of Valour’ In-store pop-up in Alexander McQueen's store located in Selfridges, London.
Price Range:
Price
Place
Promotion
- £800 for handbag collection sold in stores - £1050 for the limited edition handbag at the 'Blossoms of Valour' Pop-up
The handbag collection will be available to purchase in Alexander McQueen stores worldwide.
The limited-edition handbag will only be available to purchase at the end of the pop-up immersive experience in Selfridges.
The PR Launch Event will take place at the Apollo Theatre, London next to China Town.
- Social media
- PR Event - Billboards
- Guerrilla marketing
- Printed advertisement
- Magazine print - Pop-up
People
Process
The collaboration will combine the craftsmanship and knowledge of Alexander McQueen’s team across manufacturing and customer service, and Disney’s entertainment and storytelling qualities.
Customers will have the opportunity to have personalised shopping experiences, be able to ask questions to employees and gain information and advice on the collection.
A traceability feature will be included on the ‘Blossoms of Valour’ behind-thescenes page online at Alexander McQueen’s website where customers can view the manufacturing and distribution process of the handbags within the collection.
Offering an insight into this process can establish trust and transparency between a brand and the consumer, ensuring that sustainable efforts are accounted for in every part of craftmanship at Alexander McQueen. Ensure there’s a smooth operation in package design, customer support, product delivery and in-store and immersive experiences.
Physical Evidence
Product Packaging: Any other handbags purchased from the collection will be packaged in an exclusive bag only at Selfridges, as seen in Figures 54 and 55, deemed as a collectable keepsake for customers to feel part of the experience.
Alexander McQueen can increase their brand awareness by 20%, alongside Disney targeting new markets and audiences, through their collaboration on ‘Blossoms of Valour’. This can be achieved by creating engaging content through creative in-store pop-ups, PR events, celebrity endorsements and online and offline marketing. The relevant creative synergy rooted in the campaign can increase both brands’ presence in six months.
'BLOSSOMS OF VALOUR' BRAND POSITIONING MAP
Low Brand Awareness
High Price
The brand positioning map for 'Blossoms of Valour', as seen above, indicates how Alexander McQueen can increase its brand awareness based on a 20% increase. This increase will position Alexander McQueen in a more prominent position amongst some of its biggest direct competitors (see Appendix D).
High Brand Awareness
Low Price
Fig.
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Fig.
The concept behind ‘Blossoms of Valour’ thrives from the unity within the combination of masculinity and femininity, as seen in both Alexander McQueen’s androgynous designs and Disney’s Mulan, whose protagonist disguises herself, dressed as a man, to be drafted into the army.
The horizontal brand extension will feature a collection of handbags, detailing feminine ‘Chinese blossom’ iconography in juxtaposition to metal chain handles to represent Chinese warrior armour.
The collaboration integrates into Alexander McQueen and Disney’s brand narratives, exploring the art of storytelling and gender fluidity. Each handbag as part of the collection tells a story, alongside being unique and bold in its androgynous design, true to Alexander McQueen.
BRAND EXTENSION IDENTITY
‘Blossoms of Valour’ consists of numerous distinctive and eye-catching visual elements. The distinctive ‘Mulan’ font, used by Disney, is instantly recognisable. Alongside this, the more subtle Chinese iconography of pink Chinese blossom juxtaposes the bold traditional Chinese red and black colour palette, referencing the unity of the collection with its feminine and masculine elements.
These visual elements highlight the culture and unison between Alexander McQueen and Disney, aligning the values of storytelling alongside genderless expression.
PHYSIQUE:
Mulan font typography in 'Blossoms of Valour' title Blossom iconography and metal chain detailing Chinese red and black culture references
RELATIONSHIP:
High craftmanship and quality Trust, inclusivity, confidence
- The exclusive limited-edition handbag, only available at the ‘Blossoms of Valour’ pop-up at Selfridges, Oxford Street would be considered the star of the collaboration. This limited-edition item will be in high demand due to its uniqueness and collectable characteristic, alongside the combination of McQueen’s iconic style alongside one of Disney’s most beloved classic characters.
- It is crucial that there is consistent investment and marketing to maintain the product to a ‘star’ status. Creating interesting and creative marketing techniques in the promotion of the store pop-up is essential in deeming the product as a ‘star’.
- The limited-time handbag collection from the brand extension could be considered as the cash cow of the collaboration. These items will be in high demand due to the limited time of availability across the 6 months of the campaign, alongside the combination of McQueen’s iconic style alongside one of Disney’s most beloved classic characters.
- The collaboration must stay focused on incorporating elements of Alexander McQueen’s bold, gender-fluid designs and Disney’s art of storytelling on the handbags to generate maximum profit.
Question Marks Dogs
- Despite Alexander McQueen selling handbags, they have not achieved a strong market share of its product in comparison to some of its competitors, such as Gucci who is instantly recognised for its leatherwear and logo design.
- Despite the opportunity for growth within the handbag range, the collection release will require a substantial amount of investment to position ‘Blossoms of Valour’ handbags alongside top competitors in the luxury market.
- Some ideas and products could pose a risk to the collaboration if they do not align with the luxury tastes of McQueen and beloved character traits from Disney. For example, the experimental design of blending McQueen’s characteristics with Disney’s Mulan could be misunderstood or fail to gain mainstream recognition despite its creative merit.
- It is important that the brand extension remains focused on producing eye-catching, recognisable items which will generate conversation and avoid the threat of low sales from the result of misunderstood concepts.
SSynergy
Intertwine Alexander McQueen’s expert craftmanship, ideas of pushing boundaries and challenging traditional ideas alongside Disney’s art of storytelling. Both Disney and McQueen can benefit by generating buzz from two different markets and expanding their target audience. This also therefore results in reducing costs for the marketing strategy.
LLeverage
Utilise Alexander McQueen’s bold, androgynous ideas and brand identity combined with their strong brand reputation and exceptional craftsmanship to elevate Disney’s products and services, extending them to a luxury standard and introducing Alexander McQueen to a wider target audience. Utilise Disney’s international dominance in the online and offline media, through the use of high recognition their characters (such as Mulan) received around the world and their significant online following.
CClarity
Both Alexander McQueen and Disney’s collaboration on ‘Blossoms of Valour’ would need to establish a clear understanding of goals and the message of the collaboration, offering a new perspective and ideas originating from ‘Blossoms of Valour’ to generate conversation. This perspective should result in more revenue for McQueen and expand Disney into the luxury market, alongside successfully showcasing the art of Chinese culture and storytelling within the campaign.
AAlignment
The brand values of McQueen, which include androgynous, empowerment, rebellion, and artistic integrity alongside Disney’s storytelling, innovation, fantasy and diversity establish an alignment between the two brands through ‘Blossoms of Valour’. The juxtaposition visually between the blossom and chain iconography and craftsmanship, blended with the storytelling and resonance of Mulan establishes a creative synergy between McQueen and Disney in the collaboration.
EExecution
Create a successful, exclusive handbag collection to be sold at Alexander McQueen and a pop-up store experience at Selfridges, Oxford Street. The launch event at the Apollo, which features a live re-enactment of Mulan, will execute the art of storytelling through traditional Chinese culture alongside the art of rebellion as seen in Mulan. Promotional strategies such as guerrilla marketing, online competitions, social media posts, pop-up experiences and limited-time items will all contribute to benefiting ‘Blossoms of Valour’ into becoming a successful horizontal brand extension and collaboration between Alexander McQueen and Disney.
The ’Blossoms of Valour’ launch event will be a one-night-only live re-enactment of Disney’s Mulan and will be held at the Apollo Theatre, next to China Town, London. The event will target Gen Z and Millennial Disney fans, Alexander McQueen enthusiasts and those who take an interest in exclusive events and luxury fashion (such as Meredith Ackley’s pen portrait, who will travel for an exclusive event).
As part of the promotion for the event, Disney will launch an interactive competition online, where those who post on Instagram under the hashtag #FindyourValour are entered into a raffle to win two tickets to the event on behalf of Disney. Gemma Chan, a British Chinese actress will be invited to the event as a celebrity endorsement to create conversation as additional promotion for the event.
Fig. 48
Fig.49
A ‘Blossoms of Valour’ pop-up is to be in Alexander McQueen’s store in Selfridges, Oxford Street for a limited time. The store will be transformed into a Chinese blossom forest, with Chinese lanterns hanging from chains. A limited-edition collectable bag will be available for customers, which can only be purchased at the pop-up. On the exterior of Selfridges, will be a large-scale Mulan, with Chinese blossom iconography blowing out of her sword, scaling across the side of the building. This form of guerrilla marketing creates an opportunity to generate buzz around the collaboration, instantly catching passers-by’s attention through the recognition of one of Disney’s most beloved characters, see Appendix G.
Fig. 50
Fig. 51
Fig. 52
As seen in Figure 53, ‘Blossoms of Valour’ will have a store window in Selfridges, with the collection’s handbags, including the limited-edition bag exclusive to Selfridges, hanging from chains, alongside blossom iconography and an instantly recognisable large Mulan statue. The campaign title will be centred in the middle of the window, in Mulan typography.
Fig. 53
Attention Objective:
Showcase the affiliation with the collaboration through the launch event. This can be achieved by attracting attention through an eye-catching or compelling message. Begin to gather the target audience for the campaign.
Key Activities:
1. The ‘Blossoms of Valour’ launch event at the Apollo Theatre next to China Town will showcase the meanings and affiliation between Alexander McQueen and Disney. A lookbook will be offered to audience members which will detail the motivation and reasoning behind the campaign.
2. Teaser campaign to be featured in offline magazine features such as Vogue. The simplicity of the teaser generates curiosity about what the collaboration between Alexander McQueen and Disney could be. Alongside this will be an interview with Gemma Chan, an invited attendee (from McQueen and Disney) of the launch event who will be asked her opinions on the collection.
KPI's:
1. Track return on investment (ROI) from the campaign teaser in Vogue magazine and launch event. Targeting a 14% ROI.
Interest Objective:
Sustain audience interest after capturing their attention.
Key Activities:
1. Taxi wrap advertisement across Central London shopping routes (such as Oxford Street, Regent Street, Bond Street and Sloane Street), as seen in Figures 54 and 55. This creative form of guerrilla marketing creates an eye-catching design, which differs from the traditional black taxi the public is used to. This form of guerrilla marketing spans across the centre of London to hundreds of pedestrians, sparking interest in the campaign.
KPI's:
1. Track Alexander McQueen's social media metrics across its platforms, such as page views and new followers. Targeting a 3% increase in followers and a 7% increase in page views.
Search Objective:
Showcase the collaboration using offline marketing strategies in order to position the consumer to be able to easily find the collaboration.
Key Activities:
Invoke a reaction from a consumer by positioning the campaign in a location which will be aligned with the target audience's behaviours. Advertising the campaign on London taxis, through guerrilla marketing, aligns with the target audience, as consumers with a high disposable income are likely to see relevant advertisements through taxis rather than on the London Underground.
Desire Objective:
Drive the targeted audience to desire the product. Attainable by persuading customers that the product is something they need.
Key Activities:
1. ‘Blossoms of Valour’ Selfridges Store Window on Oxford Street, as seen below and Figure 53. The window will showcase the limited-edition handbag available exclusively at Alexander McQueen Selfridges, taking into consideration the desire for the product from customers. The instant recognisability of the large Mulan figure will be an eye-catching figure to passers-by, taking into consideration the feeling Disney and the character resonate with the public.
KPI's:
1. Track the number of posts on Instagram of the shop window under the hashtag #BlossomsofValour. Targeting 17,500 posts.
Fig.54
Fig. 55
Action Objective:
Motivate the audience to act from the campaign advertisement. This can be achieved through limited-time experiences and limited-edition products, encouraging customers to act.
Key Activities:
1. ‘Blossoms of Valour’ pop-up at Selfridges Oxford Street, London, as seen in Figures 51 and 52. The pop-up will feature a limited-edition handbag, only available for purchase at the end of the experience.
- Any other handbags purchased from the collection will be packaged in an exclusive bag only at Selfridges, as seen in Figures 56 and 57, deemed as a collectable keepsake for customers to feel part of the experience.
KPI's:
1. Track ROI through the number of exclusive 'Blossoms of Valour' package bags sold at the pop-up. Targeting 14% ROI.
Like/ Dislike Objective:
Invoke a positive reaction from customers after purchasing a product from the collection, who feel satisfied to lead to another action, such as a repurchase or order.
Key Activities:
Provide an experience in-store at Alexander McQueen which leaves a customer informed and satisfied with the brand and collaboration. Staff members should be informed and attentive to customers looking to find out more about the collection or buy a handbag from 'Blossoms of Valour'.
Ensure the 'Blossoms of Valour' pop-up is a visually remarkable experience for customers, invoking a positive reaction which for example could lead to another visit or spread a customer's personal experience to friends.
Share Objective:
Ensure the reaction from customers is positive in order to hold the collection's reputation. Consumers hold the power to perform actions which could taint the image of a product or idea.
Key Activities:
Ensure there is a platform for customers to post their reviews of the collaboration across all activities. Customers should be entitled to their opinion, but every precaution should be made to ensure all customer experiences are positive.
Creating an Alexander McQueen profile during the duration of the campaign creates an offer for profile members to attend the next McQueen event with early access. That exclusivity will drive customers to positively share this offer.
Love/Hate Objective:
Establish a strong relationship where a customer ‘loves’ the brand because of a good brand experience, in the long term leading to brand loyalty and a sense of belonging.
Key Activities:
Secure consumer loyalty and satisfaction and establish and long-term relationship with customers through utilising the interest gained from the collaboration. Keep customers up to date across all forms of online and offline marketing, ensuring their love for the brand stays alight amongst regular updates and information on the brand.
Fig. 56
Fig. 57
“There’s
an instantaneous reaction because of the recognisability and the fondness attached to the character...”
- Susie Lau, founder of Style Bubble. (Business of Fashion Team 2016)
RReach Objective:
Aim to gain campaign attraction and potential future customers as a result of campaign teasers across various social media platforms.
Key Activities:
1. Campaign launch on @alexandermcqueen Instagram page as seen in Figure 58. Features a three-page post spread of the campaign title, alongside the handbag collection and Mulan blossom detailing.
2. Instagram post on @disney of the ‘Blossoms of Valour’ as seen in Figure 59 featuring guerrilla marketing on the exterior of Selfridges, Oxford Street, including three campaign hashtags.
3. British Chinese actress Gemma Chan launched as a celebrity endorsement for the collaboration. An interview with Chan on herself and her insights on the campaign will be available for viewers to read on British Vogue at vogue.co.uk.
This interview would appeal to pen portrait Amelia Harris, who is a frequent reader of Vogue magazine.
KPI’S:
1. Measure the number of shares from the campaign launch spread.
2. Measure the number of likes and comments on the guerilla marketing post, targeting 9,500-1200 likes and 275-400 comments. Measure the number of posts under the three hashtags, targeting 20,000 hashtag posts.
3. Targeting 35,000 visitors on Gemma Chan’s online Vogue interview.
Fig. 58
Fig. 59
AAct Objective:
Create an opportunity for customers to interact with the collaboration on social media to boost engagement.
2. Website landing page launch on Alexander McQueen’s home page, featuring the home page of Blossoms of Valour, which features a direct call to action for customers to visit the behind-the-scenes feature, as seen in Figures 60 and 61.
KPI’S:
1. Track the number of posts under the collaboration title hashtag #BlossomsofValour. Targeting 10,000 posts.
2. Track the number of unique visitors on the website landing page at alexandermcqueen. com. Targeting 15,000 new visitors.
Fig. 60
Fig. 61
Convert Objective:
Convert interested visitors into paying customers by providing invitations for visitors to become engaged with the collaboration and product.
Key Activities:
C1. Email newsletter to Alexander McQueen profile member’s inbox which contains a QR code, as seen in Figure 62. The email invitation will grant early access to the pop-up in Alexander McQueen, Selfridges, where members get priority access to the limited-edition handbag available at the end of the pop-up.
- The email is to be sent out three days before the early access begins, at 1 pm.
2. ‘Behind Blossoms of Valour’ behind-the-scenes feature on alexandermcqueen.com which will include:
- An online interactive storybook, detailing the motives and reasoning behind the collaboration.
- An exclusive look into the handbag collection designs, alongside the pop-up and launch event concept plannings and artwork, alluding to Disney’s storytelling aesthetic.
- Manufacturing and distribution of information, ensuring trust and transparency are cared for in the collaboration's sustainable efforts.
KPI’S:
1. Monitor the open rate of the early access invitation. Targeting 27% open rate.
2. Monitor the website traffic on the 'Blossoms of Valour' behind-the-scenes page. Targeting 25,000 visitors.
Engage Objective:
Develop a long-term relationship with customers to develop loyalty and establish a strong relationship with Alexander McQueen and Disney.
EKey Activities:
1. Create an opportunity to gain exclusive early access to Alexander McQueen’s next future collection and/or collaboration launch. Exclusively for ‘Blossoms of Valour’ customers who create an Alexander McQueen profile when they make a purchase from the collection.
This exclusive access opportunity would appeal to pen portrait Meredith Ackley, who looks for exclusivity in brands.
KPI’S:
1. An affiliate link located on the ‘Blossoms of Valour’ homepage which takes customers to the registration page to create an Alexander McQueen profile. This can track the number of customers who create an account because of the collaboration.
2. Targeting 8% click rate.
'Blossoms of Valour' will take place for six months over the Chinese blossom season.
Social Media across AlexanderMcqueen and Disney
Campaign Launch X
Blossom Taxi Wrap X
Campaign Teaser in Vogue with Gemma Chan Interview
Email Newsletter Invitation
‘Blossoms of Valour’ Launch Event
‘Behind Blossoms of Valour’
‘Blossoms of Valour’ Pop-up at Selfridges
Selfridges Store
Selfridges
Future Early Access for McQueen Profile
This in-depth analysis of Alexander McQueen and Disney has provided a significant brand overview for a horizontal brand extension collaboration between Alexander McQueen and Disney. By evaluating Alexander McQueen’s internal factors using the SWOT analysis and assessing its direct competitors, it has provided a collaboration with Disney that, if executed correctly, can increase the brand awareness of Alexander McQueen, and extend Disney into the luxury market. ‘Blossoms of Valour’ is destined for success based on the creative synergy in the collaboration and the incorporation of nostalgic storytelling. Conversely, the collaboration poses a risk due to its guerrilla marketing and London-centricity. This type of marketing poses a challenge in assessing the return on investment, alongside increasing brand awareness if the collaboration fails to resonate with the masses.
STATISTA. 2023. ‘Luxury Fashion Brands Ranked’. Statista [online]. Available at: https://www.statista. com/insights/consumer/brand-profiles/2/15/luxury-fashion/united-states/#contentBox1 [accessed 15 Mar 2024].
Appendix C
Extended Alexander McQueen Timeline
1992- McQueen graduates from Central Saint. Martins in London, igniting the establishment of the Alexander McQueen brand
1994- McQueen establishes his signature brand logo, the ‘c’ inside the ‘Q’
1996- McQueen receives first of four British Designer of the Year at the British Fashion Awards
1996- McQueen is appointed head designer at Givenchy where he held the role for four years
2000- Tom Ford signs a deal with McQueen for the Gucci group to acquire a 51% share of the McQueen label with McQueen named creative director with full artistic license.
2003- McQueen debuts his iconic skull-print scarf as part of his Spring/Summer 2003 collection
2005- McQueen launched its first menswear collection
2008- McQueen collaborates with Target, marking the first collaboration between the store and designer.
2010- Alexander McQueen commits suicide at his home in London. Sarah Burton is appointed Creative Director in news of McQueen’s passing.
2011- New York City’s Metropolitan of Art opens ‘Savage Beauty’, an exhibition of McQueen’s work
2015- The Victoria & Albert Museum restages “Savage Beauty” which became the museum’s mostviewed exhibition
2023- Sarah Burton resigns as Creative Director after 10 years with Alexander McQueen. Seán McGirr was appointed as the new Creative Director (Wikipedia 2024).
Appendix D
Information for the brand positioning map price scale was gathered through each brand’s website by calculating the average price of a plain white t-shirt.
(Gathered in March 2024).
Appendix E
STATISTA. 2024. ‘Global Retail E-Commerce Market Size 2014-2027’. Statista [online]. Available at: https://www.statista.com/statistics/379046/worldwide-retail-e-commerce-sales/ [accessed 27 Mar 2024].
Alexander McQueen
£490 Gucci
£400 Prada
Yves
Dolce
Balenciaga
Vivienne Westwood
£660
£500
£600
£625
£700
£250
Information for the brand positioning map brand awareness scale was taken from information gathered on Statista, 2023. The survey conducted by Statista consisted of 1,248 respondents between the ages of 18 to 64 in the UK. It questioned how well participants knew the brand from the logo and name.
(Gathered in April 2024).
KUNST, Alexander. 2023. ‘Leading luxury fashion brands ranked by brand awareness in the United Kingdom in 2023’. Statista [online]. Available at: https://www.statista.com/statistics/1345432/mostwell-known-luxury-fashion-brands-in-the-uk/ [accessed 19 Apr 2024].
Focus Group Question and Answers.
Group included 7 Gen-Z participants and 2 Millenials.
1. How do you typically discover new fashion trends and collaborations? Are social media influencers, celebrities, or fashion shows your main source?
Typically discover new trends through social media (e.g. majority through TikTok or Instagram). Celebrity endorsement helps exposure but wouldn’t necessarily buy the products advertised just because of a celebrity. “Fun, creative advertisements catch people’s attention”.
2. What are your current perceptions of Alexander McQueen and Disney as individual brands? How do you think these perceptions might change or be enhanced by a collaboration between the two?
Alexander McQueen is a rebellious, anti-modernity luxury brand who are famous for averting stereotypes and breaking boundaries. They are outgoing and bold in their designs.
“Disney is whimsical and nostalgic; they tell a story and tugs heartstrings.” They are innocent but dark in some ways regarding some of their themes and villains.
3. On hearing about a collaboration between Alexander McQueen and Disney, what initial thoughts or feelings come to mind? Would you be more likely to engage with the collaboration out of interest or both?
Creative synergy: “Both brands are best known for their storytelling. I’d expect a collaboration to have aesthetically stunning designs which blend the rebellious style of McQueen and the most loved characters of Disney.”
4. Considering the unique styles of both Alexander McQueen and Disney, what kind of designs, themes, or characters would you be excited to see featured in this collaboration?
“Innocence turned dark”
References to films and characters through film aesthetic or character styles. Intricate designs and detailing that reference each brand’s unique style and craftsmanship Gender-neutral designs appeal to a range of audiences which contributes to inclusivity for all fans of the collaboration who aspire to break boundaries.
5. What types of products (e.g., clothing, accessories, footwear) are you most interested in purchasing from this collaboration? Are there specific items you hope to see?
Accessories and clothing
Exclusive limited edition collectable items will be under high demand from consumers of Disney and McQueen (e.g.: Special edition book showcasing original artwork and designs of the collaboration)
6. How much would you be willing to spend on items from this collaboration? What factors (e.g., exclusivity, design uniqueness, quality) would justify a higher price point for you?
Higher price points will be justified through the exclusivity of the campaign alongside high-quality products made sustainably.
Exclusivity comes alongside uniqueness
7. What kind of marketing campaigns or promotional activities would most effectively grab your attention and interest you in this collaboration? Would you prefer digital marketing, exclusive events, or interactive experiences?
Something creative and different that's eye-catching on the street or against the algorithm. A pop-up or immersive experience feels “more exclusive and interesting to visit”
Digital marketing over offline marketing due to convenience and easy accessibility
8. How important is it for you that this collaboration includes a diverse range of sizes, models, and representations in its marketing and product line? Can you give examples of how you’d like to see this implemented?
It is essential - “Brands are expected to be inclusive today and not adapting to consumer expectations will put the brand at risk of criticism”.
“People like to feel seen in campaigns”
9. With sustainability being an increasingly important factor in fashion, how would you like to see Alexander McQueen and Disney address sustainability in their collaboration? Would this influence your purchasing decision?
Incorporating sustainable techniques into products Events and pop-ups take into consideration sustainability Transparency and accountability: Maintaining transparency about the impacts of the collaboration regarding social and environmental factors is essential
10. After purchasing from this collaboration, what kind of follow-up engagement or content would encourage you to remain interested in the brand(s)? Would you be interested in community events, exclusive offers for future collections, or online content featuring the collaboration?
Offer access to other exclusive events via email or advertise via social media “Exclusivity is a huge motivator for staying interested and engaged with a brand”
G
“We think about how we can entertain our customers. Just putting product on the shop floor is not enough anymore,” - Sebastian Manes, Buying and Merchandising Director at Selfridges.
(Business
of Fashion Team 2016)
Appendix
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IMAGE
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