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. . . cont ent spage . . . br andanal ysi s . . . br andanal ysi s&cul t ur all i nks . . . desi gnequat i on . . . br andessencemodel&quot es . . . compet i t or s . . . consumerpr of i l e . . . i mages . . . pl acepr i cepr omot i on . . . mar ket i ng . . . newconcept . . . t hemar ket&i mages . . . pr omot i on . . . compet i t i on . . . moodboar d . . . bi bl i ogr aphy . . . r ef er ences


r ober t ocav al l i Rober t o Cav al l i i s a pr est i gi ous f ashi on br and t hat has mai nt ai ned i t s l uxur yf orov er40 y ear s. Hi scol l ect i onst hr oughout t he y ear shav e hi gh cl ass exot i cpr i nt st hathav esol d mi l l i ons i nt er nat i onal l y . Famous VI Ps such as Madonna, Demi Moor e, J enni f er Lopez and Bey oncè Knowl es ar e al l ambassador s of t he Rober t o Cav al l il i f est yl e. T he br and of f er s cl ot hi ng f or women,men,j uni or s, newbor ns and pet s. Addi t i onal l y t hey sel l l uxur i ous home obj ect s, beaut ypr oduct s,per f ume, chocol at e, al cohol and accessor i es. Besi de t he hugesuccessoft hebr and, Rober t o Cav al l ihas al so opened Cav al l i Caf e i n Mi l an and host ed ev ent s f ormet r opol i t anmuseum & l e ci r que du sol ei l .

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Rober t o Cav al l ii s an I t al i an cul t ur ed br and whi ch shows aspect s of commi t ment , passi on and sensual i t y .T he desi gner - Cav al l i get s i nspi r at i onf r om bui l di ngsand ar chi t ect ur ei nFl or enceashe seessomet hi ngneweacht i me hewal ksar ound.Hel ov eshi s f ami l ycul t ur e,t hecol oroft he st onesandf eel st hat‘ Fl or ence and ar ti s somet hi ng t hati s par tofhi sl i f e and hi msel f ’ Addi t i onal l y Cav al l isays t hat he uses al l women as hi s ‘ muse’ and i nspi r at i on.

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T hel ogof ort hebr and enhances t he br ands i deasandt hemes.T he useoft hecol ourgol d f orbot ht hewr i t i ngand t he desi gn hi ghl i ght s t he l uxur y and haut e cout ur e st yl e of t he br and. T he desi gn l ooksl i ke a cr estand shows t he l et t er R i nt er t wi ned wi t h t wo l et t er s Cs whi ch ar e l i nked t oget hert ot he ocr eat eabond. T hi s Rt enhances t he t i ght r el at i onshi p ofI t al i an her i t age and t he unbr eakabl e bond wi t hi n t he br ands i dent i t y . Fur t her mor e t he desi gn l ooks l i ke Gol d pl at ed pi eces whi chputemphasi son t he cl assy and cost l y Cav al l ibr and.Anot her bi g par ti n Rober t o Cav al l i ’ svi suali dent i t y i st heuseofal ll ower case l et t er s whi ch shows t he br ands f r i endl i ness and ki ndness.

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Rober t o Cav al l i ’ s campai gns and i mages ar e usual l y shot at beaut i f ul l y ol d bui l di ngs wi t h i nt er est i ng i nt er i orand det ai l . T he br andsmai ncol our sar egol dand bl ack butt he cl ot hi ng i s usual l y col our f ulandf un.T hebr andgi v es of fa f un and empower i ngener gy seent hr ought hemodel sst ances. T he f emal e model sr egul ar l yl ook sexy and power f ulwhi ch i st he messageCav al l iwant st oputout . Cav al l i says t hat . . .

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“ Somet i mes womenar e af r ai dt obe sexyand women shoul dknow t hat somet i mesa dr esscan changet hei r l i f e. ”

LAURENMI LLI GAN.( 2011) .Rober t o Cav al l iExcl usi v e.Av ai l abl e:VOGUE


“ Rober t oCav al l ii s synonymouswi t hj oy andopt i mi sm,wi t h gl amourandsuccess, wi t hl uxur yand beaut y . l di s Hi swor nonconf or mi stand f r ee,sensualand al waysseduct i v e. ”   Rober t oCav al l iFacebookpage

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p e r s o n a lit y

v a l u e s I n Rober t o Cav al l i ’ sMenswearaut umn/wi nt er2014/15he expl or est hei deasofl ov e,f r eedom andadv ent ur ewhi cht he br andf eel sar ef undament alv al uesoft heRober t oCav al l i Man.T he br and st ands f ormaki ng a woman f eelsexy , l uxur i ousandempower i ng.

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T he br and del i v er s beaut i f ul ,hi gh qual i t y and l uxur i ous cl ot hi ng. Cav al l i want st o ‘ hel p a woman f eel sexy’ . Fur t her mor ewi t hhi sot herpr oduct sl i keper f ume,hewant s t hescentt oseduce.T hebr andsayst hat‘ t henew Rober t o Cav al l iper f umei svi br antandsensualandt hati texhi l ar at es and mesmer i ses f r om t he v er y f i r st cont act . ’

b e n e f i t s Makeswomenl ookandf eelsexy .Makesmenst andoutof t he or di nar y cl ot hi ng t hat men wear .

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Rober t oCav al l ii sal uxur i ousf ashi onbr andanddesi gner whoi si nt er nat i onal l yknownf orhi spr i nt s,whi chexpr ess hi s l ov e f or nat ur e and hi s unbr i dl ed cr eat i vi t y .


c o m p e t it o r s OneofRober t oCav al l i ’ scompet i t or si sadesi gnercal l edMi chael Kor swhoal socr eat esexci t i ngpr i nt s.Addi t i onal l yhehassi mi l ar desi gnst oCav al l iandof t enusesani malt ext ur edpr i nt sf orhi s bags.Cav al l it ol dst yl e. com t hat‘ he’ soneoft hebi ggestcopy desi gner si nt hewor l d’andt hathej ustwant st o‘ t el lhi mt ost op’ . al l ii si n compet i t i on wi t h many desi gner s buthe of f er s Cav somet hi ngor i gi nalanddi f f er entf r om t heot her ssuchasAr mani , Dol ce & Gabbana & Mi chael Kor s.

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Whencompar i ngpr i cesofa shor t si mpl e pr i nt dr ess Rober t o Cav al l i ’ s r anged f r om £480, Ar mani r anged f r om £336andMi chaelKor s f r om £295 showi ng t hat Cav al l ichar gest hemostf or hi s cr eat i v e and or i gi nal dr esses.Cav al l ist i l li sont op of hi s compet i t i on and hi s empi r ei s wor t h mor et han 500 mi l l i on dol l ar s. Howev erRober t oCav al l isays t hathedoesn’ t‘ j udgewhati s goi ngar ound’ hi m andt hathe doesn’ t‘ wantt oseewhatt he ot her desi gner s do. ’

C o m m u n ica tio n t oCav al l ihi msel fhasa Rober bl og whi ch he post s i n ev er yday t o communi cat e wi t h hi sf ans and buy er s. Addi t i onal l y , he uses Facebook,T wi t t er ,I nst agr am, Pi nt er est , Yout ube and GOOGLE+. T he use of al l t hese websi t es shows how I t al i an her i t age i si mpor t ant t o hi m and so i s hi s gl obal f ami l y who he want s t o ensur e he keeps updat ed.

" IdowhatIl i ke,Idon' thav eanycompet i t i on. ’– Rober t oCav al l i

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consum er profile

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pl ace. pri ce. promoti on Rober t oCav al l ihasst or es i n ov er 40 count r i es, addi t i onal l y he has an onl i newebsi t ewher ey ou can l ocat ey our cl osest st or e or or der onl i ne. Cav al l i ’ sshopsar epl aced i ncapi t al ssuchasRome and London. T he cheapest i t em t hat Rober t oCav al l isel l si shi s Rober t oCav al l i showergel whi chi ssol df or£22.T he most expensi v e i t em r angesf r om £4, 235. 00f or hi scoat sand j acket s.I n compar i son t o hi s compet i t or s such as Mi chael Kor s, Cav al l i ’ s cl ot hi ng i s much mor e e x p e n s iv e .

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Cav al l i does not j ust desi gnr emar kabl epi eces, he woul dl i ke t he peopl e t hat buy hi s cl ot hes t o under st and t hat f or hi m ‘ i t ’ s one smal lpi ece of ar t . ’ Adv er t i sement of t he Cav al l ipr oduct si s seen t hr ough f r agr ance commer ci al s, seasonal adv er t i si ng campai gns and can be seen on bi l l boar ds i n popul ar l ocat i ons. Fur t her mor e, consumer scansi gnupf or t he Rober t o Cav al l i newsl et t er wher e t hey r egul ar l ygetupdat edwi t h new i nf or mat i on.


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a r k e t i n g

T he Rober t o Cav al l ibr and i s ai medatbot hWomenandMen aged20upwar ds.T hebr andi s v er yl uxur i ousandexpensi v eso t he mar ket woul d be i nt he hi ghend mar ket . Rober t o Cav al l i sel l sj uni or , newbor n andpetcl ot hi ngaswel lsot hi s at t r act s f ami l y peopl e. Dat af r om v er di ctr et ai lshows t hat I nt he US i n 2009 t he womenswearmar ketwas$104 bi l l i on,menswear $51 bi l l i on andchi l dr enswear$33. 5bi l l i on. Har r i etPosner( 2011) . Fashi onMar ket i ng.London: Laur enceKi ng.11.

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Pr of essor Phi l i p Kot l er says t hat ‘ Mar ket i ng i s meet i ng t he needs of y ourcust omeratapr of i t ’ Rober t o Cav al l icr eat es and mar ket s pr oduct s t hat ar e or i gi nal and pi ecesofar tt omeethi s cust omer s needs. “ Mar ket i ng i s cr eat i ng exper i encest hatconnect wi t h peopl e per sonal l y and cr eat e desi r e t o shar ewi t hot her s. ”–Saul Col t . Hei di Cohen. ( 2011) . whati smar ket i ng?


T hebr and–Rober t oCav al l iof f er scl ot hi ng,accessor i esand beaut y pr oduct sf orwomen and al so pr oduct sf ormen, j uni or s,newbor ns,homes and pet s.Addi t i onal l y Cav al l i at t endsandcr eat esmanyev ent sandev enchocol at esand al cohol .T hebr andof f er snear l yev er yt hi ngpossi bl et oi t s consumer s.Af t eranal ysi ngt hebr andonecoul dseet hata pr oductt hatwoul dcompl et et hebr andandbr i ngev enmor e consumer s and publ i ci t y woul d be t o cr eat eal i ne of t r av el l i ngaccessor i esandl uggage.Wi t hi nt hedesi gnsof t he t r av el l i ngaccessor i esand l uggage woul d be Cav al l i ’ s i deas and i dent i t yt hat he has used t hr oughout hi s col l ect i ons. T hi si ncl udest heuseoft i gerpr i nt s, snakepr i nt s and nat ur ei nspi r at i on. Fur t her mor e, pat t er ns, col our s, shapesandt heuseofadi f f er entr angeofmat er i al swoul d hi sl i ne di f f er entt o anyt hi ng any one hascr eat ed. make t Whent heconsumerwal ksar oundwi t honeofCav al l i ’ st r av el accessor i esorsui t casest heywoul df eel l uxur y , successand f eel sexy at t he same t i me.

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C O N C E P T

T hesel uxur i ousnew desi gns woul dbeof f er edi nar ange of si z es and st yl es. As Rober t o Cav al l i ’ s pr i nt s ar e soor i gi nalandbol di twoul d separ at et hi s pr oductf r om ot her sand make i tspeci al . Oneachl uggagei t em t her e woul dbeagol dsquar ewi t h Rober t oCav al l i ’ sl ogooni tt o hi ghl i ghtt hebr andsi dent i t y . Addi t i onal l yt he i nsi des of t he desi gns woul d be f i l l ed wi t h l uxur i ous si l ks wi t h al l i ’ s pr i nt s. T her e wi l l Cav al sobemanypocket si nsi de wi t hdi f f er entsi z est omake packi ng f or t he consumer easi er , t i di er and mor e or gani sed.

T r av el accessor i es woul d i ncl ude:passpor t hol der s, l uggage t ags and a wai st bag.T hel uggaget agswoul d be i n t he shape of t he Rober t o Cav al l il ogo and t hen on t he i nsi de of i t woul d be a pi ece ofpaper wher e t he consumer can wr i t e t hei r det ai l s. I t ’ s i mpor t ant t hat t he br and doesn’ t of f er t oo much wi t hi nt het r av elsect i onas i tdoesn’ twantt ot aket he at t ent i on away f r om i t s ot her pr oduct s and t he i dent i t y of t he br and.

Sui t caseshapes Hol dal lshape LuggageT ags

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T he popul ar i t y ofLuggage i s i ncr easi ng and ev en mor e peopl e ar e usi ng t hem and t r av elaccessor i esf orf ashi on st at ement s. T he websi t e ‘ PRWeb’ st at es t hat t he ‘ Gl obalLuggage Mar ket ’wi l l r each‘ US$48. 4Bi l l i onby2015’ Accor di ng t o New Repor tby Gl obalI ndust r yAnal yst s,I nc. T hi shi ghl i ght st hatbycr eat i ng t hese new desi gns wi t hi n l uggage and t r av el accessor i esi twoul dbeahuge successandst epf orRober t o Cav al l i .‘ Busi nessandhol i day t r av el const i t ut e t he ot her pr i mar ygr owt hpr opel l ant sf or t he l uggage mar ket . ’

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( PRWEB. ( 2014. ‘ Gl obal Luggage Mar ket t o Reach US$48. 4 Bi l l i on by 2015. ’ Av ai l abl e) . Fr om t hi s i nf or mat i ont hebr andwoul d know t of ocus on busi ness and hol i day t r av eli t ems as t hey ar et he mostpopul ar . T hi s concepti s appr opr i at e f ornow as t hi s par toft he f ashi onempi r eandmar keti s i ncr easi ng and becomi ng v er ypopul ar .T heconcepti s al so appr opr i at e f or t he f ut ur easi tf ur t herbui l dst he br andsi dent i t yandi t sal ong l ast i ng pr oduct t hat t he consumerwi l lr ememberand wi l lal wayscomebackt ot he br andf or .

T H E M A R K E T


p ro m o tio n Anadv er t i sementcampai gn wi l lal so be used and t o makei tsuccessf uli tcoul d be a good i dea t o use f amous i ndi vi dual s l i ke Bey oncè,J enni f erLopezor Mi l ey Cyr us who hav e a cl ose l i nk t ot he br and t o adv er t i se t he pr oduct , addi t i onal l y t hey hav e a hugef anbasewhi chwoul d publ i ci z et he new concept ev en mor e. ‘ T he gr owi ng popul ar i t y of t r av el and t our i sm i s pr ompt i ng consumer s t o pur chasel uggageandt r av el accessor i es.T hi si ncr ease i n consumer spendi ng on l uggage i s f uel l i ng t he gr owt h of t he mar ket . ’ ( CNBC.( 2013) .r esear chand mar ket s. Av ai l abl e)

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T her e ar e manycompani es t hatsel ll uggage andt r av elaccessor i essomeexampl esi ncl ude: J anspor t ,Ant l erLt d,T umi ,Samsonsi t e,Ri mowa and mor e.AsRober t o Cav al l ii si nt he upper mar ket ,t he br and woul d mor e l i kel y be compet i ngwi t hdesi gnerbr andssuchasLoui s Vui t t on, Ral phLaur en, Por sche, Bot t egaVenet a andmor e. Loui s Vui t t on wi l l be Rober t o Cav al l i ’ s bi ggest compet i t i onasi ti sav er y successf ul and popul ar hi gh end br and. T he br and made i t ont o For bes wor l d’ s most v al uabl e br ands l i st . ‘ L VMHMoëtHennessyCEO Ber nar d Ar naul tr ecent l y t ol dt he Fi nanci alT i mes, “ Whati nt er est smei st hat i n 15 y ear s’t i me,Loui s Vui t t oni sst i l lt hel eadi ng l uxur y br and. ” Loui s Vui t t on has been r ei nf or ci ng i t s posi t i on wi t hi nt he hi ghend segmentoft hel uxur ymar ketandbal anci ngi t s massi v egl obalpr esencewi t ht heobj ect i v eof l ev er agi ngl uxur yandexcl usi vi t y . ’( I nt er br and. ( 2013) .Loui sVui t t on.Av ai l abl e)

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c o m p e titio n Ev ent hough, Loui s Vui t t onwi l lbeabi g compet i t or , Rober t o Cav al l i wi l l be of f er i ng somet hi ng di f f er entandor i gi nal wi t h hi s r ange of pr i nt s and desi gns. T he pr i nt s wi l l not onl ywi l lbel i nkedt o nat ur e and ani mal s but i t wi l l al so be i nspi r ed by Cav al l i ’ s I t al i an her i t age, cul t ur e and i dent i t y . T her e ar e notmany br andst hatof f ert hi s cr eat i vi t y wi t hi nt he t r av elmar ket .

Fur t her mor e,aRober t oCav al l it r av elst or ecoul dbeopenedi na v ar i et yofpopul arl ocat i onst oseehow muchsel l sandt hent he br andcoul dexpandev enmor e.T headv ant ageofhavi ngi t sown separ at est or ewoul dbet ohav et heav ai l abi l i t yoft her angeof st yl esand col our st hatCav al l iwi l lof f er .Qual i t ywi l lbe a bi g aspectoft hi snew conceptasCav al l iwoul dneedt ouset hebest mat er i al spossi bl et omakei twor t ht hemoneyf ort heconsumer s. Rober t oCav al l i ’ shandbagsar epr i cedar ound£1, 500-£2, 000and Loui sVui t t onsui t casesr angef r om 2, 600.Sof ort henewconcept ofanav er agesi z edRober t oCav al l isui t caset hepr i cewoul dr ange f r om £2, 400.

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b ib lio g r a p h y Websi t es ht t p: //www. har per sbaz aar . com/f ashi on/f ashi onar t i cl es/r ober t ocav al l i f ashi o n0610 ht t p: //f ashi onbi . com/br ands/r ober t ocav al l i ht t ps: //pl us. googl e. com/115077526143619183472/about ht t p: //edi t i on. cnn. com/2008/T RAVEL/05/01/cav al l i . i nt er vi ew/i ndex. ht ml ?er ef =r ss_l at est ~ ht t p: //www. v ogue. co. uk/spy/bi ogr aphi es/r ober t ocav al l i bi ogr aphy ht t p: //www. v ogue. co. uk/news/2011/07/15/r ober t ocav al l i i nt er vi ew ht t ps: //www. f acebook. com/mi chael kor s ht t p: //f ashi on. t el egr aph. co. uk/col umns/bi bbysowr ay/T MG10522588/Rober t oCav al l i Mi chael Kor scopi esmeal l t het i me. ht ml ht t p: //www. ar mani . com/gb/empor i oar mani /women/dr esses ht t p: //st or e. r ober t ocav al l i . com/r ober t ocav al l i /sear ch/season/secondar y/gen der /d/col l ect i on_i d/26316/t skay/CF589586# ht t p: //www. mi chael kor s. com/st or e/cat al og/t empl at es/P6. j ht ml ?i t emI d=cat 18 007&par ent I d=cat 102&mast er I d=cat 000000&cmCat =&page=&vi ew=al l &f i l t er 1T ype=&f i l t er 1Val ue=&f i l t er 2T ype=&f i l t er 2Val ue=&f i l t er Ov er r i de=&sor t =&navi d= vi ewal l &vi ewCl i ck=t r ue ht t p: //www. sear chquot es. com/sear ch/Rober t o_Cav al l i / ht t p: //www. r ober t ocav al l i . com/ ht t p: //www. dai l ymai l . co. uk/f emai l /ar t i cl e2543863/Rober t oCav al l i r ev eal sde si gnsVERYenl ongat edMi l eyCyr usj ewel l edbr ast wer kwor t hyhot pant s. ht ml ht t p: //en. wi ki pedi a. or g/wi ki /Rober t o_Cav al l i Books ‘ Mar ket i ngf ashi on’ -Har r i etPosner ‘ Rober t oCav al l i ’-J avi erAr r oyuel o ‘ Fashi onNow2’T er r yJ ones Vi deos ht t p: //www. y out ube. com/wat ch?v=t F2sv swwOQ8 ht t p: //www. y out ube. com/wat ch?v=Wq_Zy93mJ TY ht t p: //www. document ar yl i v e. com/wat chdocument ar i es/f ashi onweekr ober t ocav al l i desi gner sat wor k ht t p: //www. y out ube. com/wat ch?v=yNW6i 7LI CC8 ht t p: //www. ndt v . com/vi deo/pl ay er /wal kt het al k/wal kt het al kwi t hr ober t oca v al l i /257587 Newconcept ht t p: //www. el i t et r av el er . com/f eat ur es/best l uxur yl uggagel i nes/10 ht t p: //www. cnbc. com/i d/101207112 ht t p: //www. i nt er br and. com/en/best gl obal br ands/2013/Loui sVui t t on

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ht t p: //www. pagecov er s. com/cov er s/pat t er n/snakeski n_pr i nt . j pg ht t p: //www. pi nt er est . com/pi n/271623421246708369/ ht t p: //www. pi nt er est . com/pi n/271623421249376701/ ht t p: //www. br oadwaywor l d. com/bwwf ashi on/ar t i cl e/Phot oCov er ageRob er t oCav al l i Spr i ngCampai gn20130121 ht t p: //www. pi nt er est . com/pi n/271623421249561142/ ht t p: //f ashi oncopi ous. t ypepad. com/f ashi oncopi ous/2010/02/r ober t ocav al l i ss10adcampai gncar ol ynmur phyi sabel i f ont anabyst ev enmei sel . ht ml ht t p: //www. f ashi ongoner ogue. com/r ober t ocav al l i f al l 2011campai gnnat ashapol ymar i acar l abosconokar enel sonmer t mar cus/ ht t p: //char l ot t ear cher . bl ogspot . co. uk/2011/02/r ober t ocav al l i 2011ssadcampai gn. ht ml ht t p: //www. f ashi oni si ng. com/pi ct ur es/pEl i sabet t aCanal i sRober t oCav al l i SS11AdCampai gn9047133051. ht ml ht t p: //www. l uxuo. i t /moda/pr i mei mmagi ni del l acampagnaai 201011di r ober t ocav al l i congi sel ebundchen/16064. ht ml ht t p: //bef or ey ouki l l usal l . bl ogspot . co. uk/2011/07/adcampai gnr ober t oca v al l i f al l wi nt er . ht ml hconquer t hewor l di nheel s. f i l es. wor dpr ess. com%252F2013%252F02%252Ff wbvk_r ober t ocav al l i adcampai gn20133620x421. j pg%3Bht t p%253A%252 F%252Fwww. conquer t hewor l di nheel s. com%252F2013%252F02%252F25%25 2Fr ober t ocav al l i spr i ngsummer 2013%252F%3B620%3B421



Roberto Cavalli