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Using PESTEL analysis, I have chosen to look into their environmental and technological factors as I find these most interesting.
TECHNOLOGICAL:
An iconic use of technology Valentino Garavani and Giancarlo Giammetti created in 2011 was a virtual museum. The interactive program had to be simply downloaded to a computer for free. It showed more than 300 of Valentino’s most famous designs in extreme detail with 360 views, as well as video interviews and cat walks. There’s also links to initial sketches of Valentino’s designs. Garavani said that although the experience of seeing his work in person cannot compare to a computer screen, “it is fantastic for everybody to see what I did”. (Retrieved https://www.businessoffashion.com/articles/ digital-scorecard/digital-scorecard-valentino-garavani-virtualmuseum) • Of course there is the use of social media by the luxury brand. With 1.9 million followers on Twitter and 9.7 million followers on Instagram, it is pretty much impossible for a user of these sites to not stumble across Valentino’s media presence. They use the social media platforms in a promotional way by including imagery of products, catwalks and behind the scene clips, as well as hashtags such as ‘#ValentinoFall18’ to promote their current new Haute Couture collection. • When browsing the Valentino website, a pop up appears asking you to sign up for their newsletter. As well as sending that consumer updates about their brand such as new collections, it is a clever marketing trick for a brand. They can send many emails to that person which becomes a constant reminder about Valentino, and a constant reminder to browse and purchase.
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ENVIRONMENTAL:
Valentino was ranked as the eco-friendliest luxury brand in 2013 in a survey lead by an environmental organization ‘Greenpeace’. (Retrieved http://www. italymagazine.com/italy/greenpeace/greenpeace-ranksvalentino-greenest-fashion-brand) This company got 25 answers from 15 luxury brands about their environmental impacts such as their; production processes and policies, deforestation and the toxic pollution of the planet’s water recourses. The organisation then published the table of rankings solely based on the answers they received. Greenpeace concluded that “for Valentino fashion doesn’t need to cost the Earth to be in style: it has committed to implementing zero deforestation policies for leather and packaging purchasing and zero discharge policies for textile production.” (Retreieved http://www.italymagazine.com/italy/ greenpeace/greenpeace-ranks-valentino-greenest-fashionbrand) • Whilst Valentino has committed to zero deforestation policy of leather and packaging, their fashion group’s longterm sustainability program recognizes the urgent need for removing all industrial releases of hazardous chemicals from the production of all the products they produce and sell by January 2020, • Distribution of products to the various boutiques around the world is one of the most obvious impacts brands have on the environment due to the emissions from the transport needed for products to get from a to b.
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