Brand Proposal
PROJECT INITIATIVES
The best way to increase brand equity for Céline would be to introduce a new interactive floor plan for physical store-fronts, as well as to incorporate emerging artists in specialized, new collections.
We will market this new concept through a campaign promotion of the new art-gallery experience, incorporating the brand direction of Hedi Slimane and his youthful, dynamic style
OPPORTUNITIES & THREATS
For the New Initiative
Potential Opportunities
Maintaining brand image while increasing brand equity. Increased consumer engagement.
Potential Threats
Concept not well perceived by customers
Disoriented brand image.
1963 Celine adds shoe line and luxury fragrance
Brief History Timeline
1945
Celine is founded by Celine Vipiana at 52 Rue Malte
1966 Celine introduces leather accessories
1970's Celine expands internationally
1987 LVMH buys Celine's capital
1996 Celine officially becomes part of LVMH
2008 Phoebe Philo joins as director
2018 Hedi Slimane joins as director
Company Summary
CelineisaFrenchfashionhouseownedby itsparentcompanyLVMH.Itwasfounded in1945byCélineVipiana.Today,though, thecompanyiscreativelydirectedbyHedi Slimane.
Vision
"Our vision is naturally distinct. Besides, we don’t enter a fashion house to imitate our predecessor, much less to take over the essence of their work, their codes and elements of language.Thegoalisnottogotheoppositeway of their work either. It would be a misinterpretation.Respectmeanspreservingthe integrity of each individual, recognising the things that belong to another person with honesty and discernment. It also means starting anewchapter."-HediSlimane
LVMH's Mission
As Celine's parent company, LVMH's mission is thefollowing:
"The LVMH group brings together truly exceptionalHouses.Eachofthemcreatesproducts that embody unique savoir-faire, a carefully preservedheritageandadynamicengagementwith modernity. These creations make our Houses ambassadorsofadistinctivelyrefinedartdevivre."
Socio-Cultural Analysis
BrokenDownHistoricallyBy:
Politics
Economy
Society
Technology
Art&Literature
Politics
Celine was founded in 1945, just after World War II came to an end. Politically, and economically, Paris was still in a state of disarray. However, shortly after Paris was liberated, a group of artists and designers planned to restore the economy through what the city was known for: fashion. They set up a fashion show that brought in 100,000 viewers and raised over a million francs to go toward the French post-war restoration. Concurrently, the franc had lost a lot of value in terms of foreign exchange, and tourists are more motivated than ever to come into Paris to buy luxury fashion at an affordable price.
This political climate no doubt played a role in the founding of Celine. There was a shared belief by the Parisiens to restore their city, and designers took this role upon themselves. This was a time for the French people to reclaim their identity and pride through their work.
Politics
In more recent politics, Celine has incorporated aspects of feminism into the brand while under Phoebe Philo. Philo has explained that she is not, “a big fan of women being sexualized through clothes,” and used her minimal aesthetic to empower her customer. This was especially seen in her 2010 collection titled, “Strong. Powerful. Reduced.” Additionally, in Spring 2015 the brand chose 79-year-old, writing legend Joan Didion to be the face of their new campaign. Politically, this campaign pushed the boundaries against ageism and the impossible beauty standards imposed on women in the fashion industry--instead, focusing on women, such as Didion, for their intellectual and creative characteristics.
Economy
After WWII, the economic landscape in France started to ameliorate. National institutions engaged in many growth strategy plans for the country. This increase in aid, led to people's purchasing habits starting to climb once again, this meant that more people could afford to purchase Céline's products and other luxury items.
Society
WW2 victory was declared in 1945, the same year Celine was founded. 1. In general, the arts became very popular during the time of WW2 as well as after. 2. Pop culture and WW2 went hand-in-hand… one story cannot be told without the other.
3. In the 1960’s & 70’s, the women’s rights movement began. Women and girls were seeking a fair lifestyle in comparison to their male counterparts. In short, women wanted the same rights as men.
The motto? “Greater personal freedom for women.” 4.
Post WW2 society saw: 5.
Increase in technology a. Increased life expectancy rates
b. Service sector bloomed & lead to more available jobs c.
Technology
In the 1940s, technological advancements allowed for the production of synthetic materials that began being used for clothing and other items. Much of these innovations were due to World War II. Natural fibers were a scarce resource during the time so synthetic fibers were used for parachutes, uniforms, and other materials. Nylon grew to be a common fiber used to produce these materials.
Asia was the primary source of rubber and it was a necessary material for war. Japan controlled Asia during this time, and the United States created synthetic rubber which was also referred to as Government Rubber Styrene (GRS).
Arts & Literature
The art scene in Paris, at the time of Celine’s conception, was also greatly affected by the war’s aftermath. Art became a way for Parisians to reconnect with their own personal and national identities. After living through the trauma of war, artists were more prone to pushing their art beyond the boundaries, unafraid to try new techniques and aesthetics.
Many expatriate, American artists also came onto the scene, as the rent in Paris was cheap at the time. This created a multi-cultural community of artists who all pushed each other to explore new facets of artistic expression.
Arts & Literature
Today, Celine, under Hedi Slimane’s direction, is taking a special interest in the art world. Slimane has launched the “Celine Art Project” which aims to combine the fine art world with the brand. This project has brought in 28 artists to display their work in Celine stores all over the world. The works of these artists are all centered around themes of minimalism and materiality; thus, the work still falls under Celine’s brand identity.
Slimane’s Celine has also introduced artist collaborations, as seen in the 2020 David Kramer (an American artist who uses classic advertising aesthetics to invoke nostalgia) collection. This inclusion of art under Hedi Slimane, in both the product and the space, is a key component regarding what the brand is becoming.
Strengths
Part of LVMH powerhouse
Strong customer loyalty
Further distinguish the company's brand identity
Opportunities
Increase consumer engagement on social media platforms
Promote brand awareness by establishing a larger digital footprint
Ability to increase brand equity
SWOT Analysis
Weakness
New brand direction in 2018 disrupts original brand DNA, still unsure of an updated, unique position within the landscape
Preference toward privacy/exclusivity makes it hard to promote
High priced products, yet made for a younger consumer--making the pool of potential customers even smaller
Threats
Low exposure to digital media may hinder brand awareness in the longterm
Rivalry from similar brands taking advantage
Aaker Matrix Model
Brand as a Product
The company currently offers leather goods (handbags, etc.), jewelry, clothes, shoes, and accessories
Brand as a Organization
Owned by LVMH
Parisian
Leather goods as well as clothing & accessories
Modern
Brand as a Person
French - founded in Paris, France
Chic
Minimalistic
Simplistic
Brand as a Symbol
Celine logo
Iconic Triomphe Bag
Kapferer's Brand Identity Prism
Physique
Physical characteristics of Celine
Relationship
Celine's relationship with the customer
Reflection
What Celine's customer base looks like
Celine as a personalized identity
Personality Culture
Celine's values and principles
Self-Image
Celine's customer while using the product
Physique
Celine's physical attributes invoke a sense of modernity, simplicity, and timelessness. Their website is unique in how merchandise is presented to the customer, as the product categories are reminscient of a magazine set-up.
Although the brand uses the basic square shape, a sansserif font, and is based around simplicity, Celine also incorporates a sense of freshness, creativity, and individuality in every representation of the brand.
Relationship
Celine's relationship with the customer is an apt one for the luxury sector: accomodating, personalized, but also a step away from attainable. Celine evokes the feeling of aspiration that all luxury represents.
Although the brand is top-notch in ensuring customer satisfaction, there is a sense of exclusivity that removes Celine from being a "friend of the consumer" to instead being the consumer's state of desire.
Reflection
The Celine customer is confident and informed when it comes to the world of art and design. They have a deep appreciation for luxury fashion and are willing to spend premium prices for products they believe in.
The Celine customer is ambitious and has many dreams they wish to fulfill. They prefer large cities and see themselves more as trendsetters rather than followers.
Personality
If the Celine brand were a person they would be confident, powerful, and extremely proficient in design. They would be a breakout, young fashion designer who lives in a big, exciting city. Celine, although strong and determined, is not loud. They feel no need to proclaim their accomplishments by shouting, but rather by simply producing high quality design and allowing the attention to follow.
Culture
Celine values the creative, free energy of youth culture and imbues this spirit in combination with their simplistic aesthetic.
Celine is French and holds great pride in its heritage. The brand emphasizes high standards on all fronts, positioning themselves as an authentic, dedicated luxury brand.
Self
When Celine's customer interacts with the brand, they feel closer to achieving their aspirations. Celine's products help to elevate the customer's sense of worth and self, empowering them with the simple, yet powerful, confidence of the brand.
By transferring Celine's values and brand equity onto the customer, the brand creates a loyal and dedicated customer base who not only establishes a deep appreciation for the product, but also for themselves.
Keller's Pyramid
Relationships
Overall positive perception
High customer satisfaction and loyalty
Transparency has established trust
Response
Resonance
Judgements
Response
Confidence
Brand Strategy
Unique Revelation Belief System Brand Strategy
Celine is for the contemporary strong and independent woman that looks to wear both practical and elegant pieces. Its sleek minimalism and femine styles, with simplistic cuts and neutral colors, focus on women and their needs.
Both simple and sophisticated pieces, with a touch of practicality and elegance. Subtle luxury with sophisticated high-quality materials.
Brand Strategy
Brand Rituals Distinctive Lexicon
Believes in a more direct connection with the customer.
The in-store shopping offers a more personalized experience.
Celine also offers in-store damage and repairs.
After Slimane, the brand accent on letter 'e' has been dropped.
Celine symbol "CC '' represents the Arc de Triomphe.
Mainly all brand communication in CAPS.
Market Overview
The Luxury Market
Celine falls into the luxury market, meaning its products provide a value to customers beyond utility. This market is complete with brands who aspire to the ideals of meta-luxury and must take a specificially unique approach when it comes to both the design and the marketing of product.
The luxury market has recently seen a change in growth, namely as it has been expanding to encompass more than just products and include the value of a lifestyle. Globally, the market has been on the rise, and this is accredited to the new generation favoring luxury.
The Luxury Consumer is also changing within this market, now wishing for more of an experience within their shopping journey. New customers want to interact with brands who share similar values as their own and are champions in social initiatives.
Trading Down
The Luxury Market is highly saturated with competition, and consumers are easily persuaded to shop at lower-priced "premium" brands that offer similar quality to luxury.
Social Dilution
In a world of digital marketing done on Instagram and Facebook, luxury starts to lose its exclusivity and status when "selling out" to so many influencers and celebrities.
Online Experience
Luxury brands must think of innovative ways to make their online shopping experience special to their brand, as well as provide the same level of luxury as they do in store.
Current Challenges in the Luxury Market
Meta-Luxury
Many consumers believe the luxury market has become too "watered-down" with names and too focused on profits. There is opportunity now for brands to revitalize and renew.
Sustainability
There is a huge opportunity in the luxury market to lean into the future and be a part of the global initiative for change. This will help acquire the younger generation as a customer.
Current Opportunities in the Luxury Market
Interaction
Consumers are looking for an omni-channel experience in their customer journey. Luxury has the chance to interact with these consumers meaningfully and personally.
Product Distribution
Luxury clothing made up the highest share of luxury products in 2019, followed by jewelry and perfume. The clothing market is expected to maintain this popularity due to the ever-changing nature of fashion. Luxury watches and Luxury tech are expected to rise as consumers look for smart technology in their products.
Effect of the Pandemic
The loss of jobs led to less income available to spend on luxury goods
The pandemic also led to the cancellation of many large fashion events
The shutdown of luxury travel also impacted luxury retail as shoppers no longer interacted with the duty-free stores of the airports--a growing trend in luxury shopping for the younger consumer LVMH reported that revenue across all luxury products declined in 2020
However, online channels have been forced to adapt and have improved upon the digital customer journey
Value of Luxury Markets in 2020
This past year, Luxury Cars and Personal Goods have grown the most.
Global Value of Luxury Personal Products
Through 2025, personal luxury products are projected to grow at a global scale.
Luxury Personal Products by Country
In 2020, the United States had the strongest market for Luxury Personal Products.
The Future
2021 will be a year of transition: Luxury will need to be more conscientious about their image. Being conspicuous and wasteful extravagence will not be favored by the younger consumer.
According to Bain, online sales of luxury doubIed in 2020. This change is expected to last, and e-comm will likely be the leading channel of sales for luxury products by 2025.
Once the luxury consumer leaves quarantine, they will be willing to spend a lot on experiential luxury. However, this means that home-based luxury brands will slow down.
As the pandemic ends, luxury consumers will invest in experiential luxury, this includes: luxury cars, fine art, luxury travel, luxury liquor and wine and fine dining experiences.
Celine Growth Potential
Growth Potential
Millennials and Gen-Z are the key customers driving luxury sales
Offering a personalized shopping experience is the ultimate luxury
AR and AI features connect with the new branding, product aesthetics, and the target market
Growth Potential
Under Hedi Slimane's direction, there is opportunity to tap into a new market and establish Celine's new generation of brand equity.
As consumers have changed behavior since the pandemic, Celine has the opportunity to enhance their customer journey with a digital shopping experience and technologically innovative products.
Celine Competitive Landscape
Competitive Landscape of the Luxury Market
Key Players
LVMH, Kering, Rolex, Tiffany, Coty, Swatch, Prada, Financière
Richemont, Hermes, Graff Diamonds, & Burberry
Key Goods & Services Offered
Luxury Watches and Jewelry, Apparels And Leather Goods, Luxury Personal Care and Cosmetics, Wines/Champagne And Spirits, Fragrances, & Others
Growth Rates
Based on Individual & Commercial Sales
Major Regions
North America (United States, Canada and Mexico), Europe (Germany, UK, France, Italy, Russia and Turkey etc.), Asia-Pacific (China, Japan, Korea, India, Australia, Indonesia, Thailand, Philippines, Malaysia and Vietnam), South America (Brazil etc.), Middle East and Africa (Egypt and GCC Countries - Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and United Arab Emirates)
Celine's Direct Competitors
Apparel & Accessories, Cosmetics, & Textiles
Paris Headquarters
Revenue: $12 billion USD
Accessories & Apparel
Paris Headquarters
Revenue: $55 billion USD
Celine's Direct Competitors
Apparel & Accessories
Spain Headquarters
Revenue: $199 million USD Accessories & Apparel
Paris Headquarters
Revenue: $464 million USD
Celine's Direct Competitors
Textile, Accessories, Apparel
Paris Headquarters
Revenue: $464 Million USD
Apparel & Accessories
New York City
Revenue: $1 billion USD
Broad Mix + Reach
Classic Aesthetic
Narrow Mix + Reach
Modern Aesthetic
Celine Competitive Advantage
Core Competencies
Exclusivity Celineisknownforbeingahidden brand,focusedonprivacy
Contemporary Theircollectionsoffer contemporarydesignsformodern menandwomen
Timeless Thoughthebrandappealstothe modernaudience,theirpieces remaintimeless
Competitive Advantage
Celine operates privately which appeals to consumers because it increases exclusivity. Designs focus on practicality and embrace modernity that make the products desirable and timeless.
Luxury Market Key Success Factors
The key success factors for Celine are brand associations, exclusivity and products. Consumers view the brand as iconic, timeless and exclusive.
Celine Customer Segmentation
Demographic Information
Gender: she/her, he/him, they/them
Age: 25-34
Income: $125,000 & up yearly income
Geography: Located in metropolitan areas
Education: post secondary education or higher
Psychographic & Lifestyle
PersonalityTraits:
Outgoing
Creative
Strong-minded
Passionateabouttheirbeliefs
Work: Visualmarketing
Creativedesign
Arthistory
Self-employment
Leisure Activities:
Traveling
Exploring
Social interactions
Crafting/design
Interests: Social media
The arts
Quality over quantity
Free-spirited
Opinions: Liberal Beliefs: Progressive Spiritual
VALS Consumer Type
Innovator: High self-esteem and successful in their endeavors
1. Abundance of spending capital and resources
2. Love new ideas and unique thinking
3. Purchases reflect curated, luxury taste 4. Image is important to Innovators, but instead of a status marker, image to them is but as an expression of their taste, independence, and personality. 5.
Persona
Consumer Lifestyle Board
Goals & Objectives
Goals
Celine has been a overlooked brand for the younger generation.
But, with our strategic focus, we are looking forward to elevating the brand awareness through digital channel strategies, and subsequently elevating the equity of the brand.
The aim of our marketing strategy is to position Celine as the favorite contemporary, yet minimal brand for the younger generation of customers, while also elevating the equity of the brand.
Objectives
Target the younger consumer in a more direct way, with the purpose to continue developing relationships with this growing audience who would then become loyal to the brand and potentially continue to do so in the long-term.
Become a more digitally-centered brand. Demonstrate the core competencies and boost Celine's essence through digital media channels and collaboration with artists and influencers.
Create a community where customers feel identified, and start to develop a preference for the brand. This in turn, would elevate the equity of the brand for the subsequent years.
Strategy Overview
The aim of our marketing strategy is to position Celine as the favorite contemporary, yet minimal brand for the younger generation of customers.
This will be accomplished through effective digital media strategies that expose the brand's concept and essence in the most organic manner in order to engage customers in long-term preference and brand loyalty.
How?
Our main strategy focus, is to develop a world of Celine where customers become loyal and centric pieces for the brand.
This would ensure a brand-customer long-term relationship.
By establishing artists and influencer collaborations, Celine can create a liaison, where the younger customer feels directly identified with the brand.
Boost the awareness by communicating through digital channels and ads promotion
New Initiative
Return to the Physical Space
After the pandemic, consumers will look to interact with brands in a physical environment.
Hedi Slimane has started to transform Celine's retail locations into "Art Galleries" incorporating the work of emerging artists on the walls beside the product.
We propose, to secure the future brand equity of Celine, to push this concept even further-creating a destination for consumers to travel to and experience while they shop.
*Image of current physical retail space*
New Initiative
Incorporating Interaction
In our brand equity strategy, we propose the inclusion of the digital experience within our newly transformed physical spaces. Customers should be presented with a complete omnichannel experience, where they can pick-up online orders in-store as well as make returns. The art gallery aesthetic can come across a bit stark and cold--we propose to open up these spaces by including more seating areas and other opportunities of interaction (i.e. VR/AR) and engagement within the space.
*Image of current physical retail space*
New Initiative
Capturing the Essence of Youth
Celine's future lies in establishing a distinct position within the market. The current brand DNA revolves around incorporating the ethereal essence of youth culture into the product. We propose to merge the idea of artist incorporation and youth influence by only displaying works of emerging talent within the retail spaces, along with works that inspire and inform the design of the current collection.
*Image of current physical retail space*
Unique Selling Proposition
Unique Selling Proposition
Celine's existing unique selling proposition is the privacy, exclusivity, and quality which are delivered through the minimalistic, timeless designs offered by the brand.
The new strategy will preserve these concepts that have driven brand equity while offering new consumer experiences that appeal to the younger audience. This will establish a greater brand awareness and cultivate engagement throughout the entire customer journey.
Brand Positioning
Celine's Direct Competitors
Apparel&Accessories, Cosmetics,&Textiles
ParisHeadquarters
Revenue:$12billionUSD
Apparel&Accessories
SpainHeadquarters
Revenue:$199millionUSD
Accessories&Apparel
ParisHeadquarters
Revenue:$55billionUSD
Accessories&Apparel
ParisHeadquarters
Revenue:$464millionUSD
Textile,Accessories,Apparel
ParisHeadquarters
Revenue:$464MillionUSD
Apparel&Accessories
NewYorkCity
Revenue:$1billionUSD
Brand Positioning
Broad Mix + Reach
Classic Aesthetic
Narrow Mix + Reach
Modern Aesthetic
Scope v. Aesthetic
In our first positioning analysis we decided to judge the competitive landscape based on scope and the brand aesthetic. Scope is defined here as how wide a reach the brand has to consumers, as well as the brand's merchandising mix. In terms of Aesthetic, brands were placed within the positioning map based on either a classic or modern design.
This positioning analysis shows us that CELINE has more of a modern aesthetic when compared to bigger competitors such as CHANEL and DIOR. We also identify ourselves as more "narrow" or "niche" than the majority of our competitors. This gives us an edge of exclusivity that is paramount to our brand's strategy and DNA; however, we are not as "narrow" as LONGCHAMP or LOEWE since we do carry an array of product categories.
Brand Positioning
Accessible Price
Trend v. Price
Our second positioning analysis is based on the degree to which product design is influenced by current trends and how accessible products are to consumers based on price.
As expected, the majority of this landscape falls to the "exclusive" price point. CELINE does fall even more exclusive than important competitor DIOR due to the consistency of high prices across all CELINE's product categories.
The key takeaway in this position is based on the Y-Axis, where CELINE sets itself apart from big names like DIOR, CHANEL, and BALENCIAGA. CELINE is the most exclusively priced brand which values and highlights current fashion trends into their product designs. This is a vital component to where CELINE falls into the overall competitive landscape, and is a perfect illustration as to how the brand will thrive and connect with a differentiated customer.
Brand Positioning
Recognition-Based Status Symbol
Grounded Identity
Subtle Elegance
Dynamic Identity
Recognition v. Dynamism
Our final positioning analysis is based on the mutability of the brand's within our competitive landscape and the amount of "recognition" these brands use to deliver their value propositions. The identity axis measures how much a brand has grown/has shown the quality of being versatile and dynamic throughout its life cycle; while the Y-Axis measures if a brand uses a recognition strategy or a "subtle elegance" approach.
This positioning map highlights an important aspect to CELINE's role within the competitive landscape. We define our brand as the most dynamic and changing in terms of how its identity has evolved and has the potential for growth. Furthermore, CELINE sets itself apart from other dynamic brands by incorporating more "subtle elegance" in their product designs. Although their logo is present in some of the products, it is done tastefully and gives the impression of a whisper rather than a shout.
Marketing Mix
Luxury Ingredients
Purpose
Celine focuses on "less but excellent". Celine is a company which creates affinities, built on a clear value system: sincerity, agility, focus.
The purpose of our strategy is to capitalize on Celine's current brand position, a place with an abundance of growth potential. The brand will secure differentiation in its brand equity, identity, value propositions, and a distinct customer relationship to last well into the future.
Luxury Ingredients
Product
Hedi Slimane has started incorporating artist collaborations into the portfolio of Celine. We propose to elevate this tactic into the core DNA of the brand, making certain to not only include famous artists, but to build product based on emerging creatives and the culture of innovation.
The specialized new collections, in collaboration with upand-coming artists, will maintain exclusivity, quality, and minimalistic stylings that are the core values of the brand.
Luxury Ingredients
Price
The new initiative will preserve Celine's prestige price model which will help the brand to maintain exclusivity. However, the collaboration collections will be available as limited edition and collectors items. The items inspired bu the works of emerging artists will be priced higher than the classic collections with the intention they are viewed as art.
Luxury Ingredients
Celine maintains privacy and exclusivity. The new initiative will offer consumers a unique experience through highly controlled availability. The existing physical stores will be updated to attract the new target audience while preserving the distributive rarity of the brand.
Celine has already began converting stores to mimic art galleries, and we aim to keep these changes. However, consumers now seek interaction and engagement. Our proposal sets out to incorporate more space for the consumers to relax and spend time with the products.
Luxury Ingredients
Promotion
Celine uses Instagram, Facebook, and YouTube for promotion. Since the new target audience are digital natives, the new initiative will reach these consumers through promotion on the existing social media platform accounts. In order preserve the privacy of the brand, it is important to maintain a reserved, discreet approach to marketing. This means promotion will be present only to those who seek access. Celine will promote artist collections through micro-influencers with a distinct following, as well as through art galleries and museums.
Luxury Ingredients
People
Founded by brand hero Céline Vipiana in 1945, Celine pioneered practical women's clothing in the ready-to-wear luxury category. It has successfully maintained its heritage through the years, remaining a small luxury brand that produces timeless, quality collections that are functional instead of frivolous.
The new initiative relies on two groups of people: the emerging artists and the creative consumers, both crave expression and exclusivity. The relationship between these groups will be channeled through the products offered by Celine, bringing the consumer into the world of art.
Value Proposition Analysis
Product
Triomphe Shoulder Bag in Shiny Calfskin, Lavender Grey.
Price
$2350 USD
Value Proposition
This product offers customers the feeling of being a luxury consumer by using the elegant Celine logo and the exclusive price. Lavender grey is a trend-forward color that attracts the eye of a younger, creative consumer.
Value Proposition Analysis
Product
Medium Zipped Pouch in Textile and Calfskin, Natural/Tan.
$650 USD
Proposition
Celine's zipper pouch targets consumers who are new to the brand and/or are new to making money. The price point is much more accessible than the larger bags, yet still offers the value of luxury and exclusivity through materiality and noticeable branding.
Price
Value
Value Proposition Analysis
Product
Le Soir Chain Necklace in Brass, Gold, and Crystals.
Price
$3250 USD
Value Proposition
Celine's jewelry ranges from smaller luxury purchases like earrings, to more exclusive goods like Le Soir Chain Necklace. The product uses trend-forward design and high-quality materials to deliver value to the customer.
Value Proposition Analysis
Product
Reversible Cardigan in Wool, Camel.
$3400 USD
Proposition
This cardigan uses a strategy of mixing a high price, stellar materials, and a recognizable logo pattern to offer the customer the value of being a luxury consumer--and being recognized for it. This product is for the customer who wants to be seen and acknowledged.
Value
Value Proposition Analysis
Product
$3300 USD
Value Proposition
The Chasseur Jacket is meant for a different sect of the target market in comparison to the previous cardigan. Here, Celine uses the strategy of "subtle elegance" to drive value. Pricing strategy is at the same level of exclusivity.
Chasseur Jacket in Boucle Tweed, Ivoire.
Price
Value Proposition Analysis
Product
Tomboy Shirt in Striped Oxford Cotton, Offwhite/Blue.
Price
$690 USD
Value
Proposition
An example of Celine's ready-to-wear that is available for a newer customer or one who is just beginning to buy luxury. The product is a great staple/basic for the entire customer base to have in their closet, at a more accessible price while still maintaining luxury status with a subtle logo.
Value Proposition Analysis
Product
Short Skirt in Gourmette Wool, Green/Beige.
$1300 USD
Proposition
This short skirt offers a trend-forward, stylish product to the customer. The logo is abstract in the belt, and utilizes the "subtle elegance" strategy, while still delivering a bold statement in the actual design of the product.
Price
Value
Value Proposition Analysis
Product
Celine Loose 16 Sweatshirt in Cotton and Cashmere, Dark Khaki/Off-White.
Price
$970 USD
Value Proposition
This loose sweatshirt is priced much higher than an average sweatshirt, which validates the product as luxury. Using the brand name to deliver validation and value, the product is an example of Celine's ability to transform, incorporate trend, and invoke a youthful spirit.
Value Proposition Analysis
Product
Patapans Lace Up Boots in Canvas, Army Green.
Price
$690 USD
Value Proposition
These boots incorporate trend into Celine's footwear category, while remaining luxury and subtly recognizable with the logo. They cater to the younger, creative, and experimental customer segment.
Value Proposition Analysis
Product
$1100 USD
Value Proposition
The Folco Boots offer customers the value of luxury through the "subtle elegance" strategy, as well as by using a classic design. The product is fashionforward, but not as focused on capturing a trend as the lace-up canvas boots, targeting the other side of the target market.
Celine Folco Boot in Calfskin, Tan.
Synthesis
Overall goal of strategically incorporating emerging artists & influencers in a way that intrigues younger audiences.
Measured specifically through sales & foot-traffic - both online and offline.
Consumer engagement in store - increased emphasis on experience. Product design based on trend to increase brand equity within the next 30 years.
Citations
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