I.
Corporate Profile
L
oewe’s history begins in 1846 when
By uniting the skill that Enrique Loewe
craftsmen opened a leather goods
Roessberg had with the creativity and expertise
workshop
royal
in working with leather of the Spanish
marriages were soon to take place in Madrid.
craftsmen the brand laid the foundations for
The marriage of Her Majesty Isabel II of
its success.
in
Madrid.
Two
Bourbon to the Duke of Cadiz and the marriage of the Princess Maria Luisa Fernanda to the
Loewe’s real success began when it was
Duke of Montpensier. The royal family was
recognised as the “Official Supplier to the
soon to become very important to the brand.
Spanish Royal Crown” in 1905.
Due to this
recognition by the Spanish Royal Family, Loewe takes its name from the German
Loewe earned its reputation for being the
craftsman Enrique Loewe Roessberg, who
most luxurious and prestigious store in
was a specialist in working with leather. He
Madrid. The brand’s success in Madrid made
established the brand by teaming up with
them confident in themselves and they began
the owners of the leather goods workshop in
to expand their stores across Spain.
Madrid.
I
n
the
late
1960’s
Loewe
expanded
Loewe opened its very first Men’s Ready-to-
internationally by opening a new store
Wear boutique in Madrid. In 1996 Loewe was
on London’s infamous street, Bond Street.
bought by the LVMH group. In 1997, Narciso
Soon the brand was expanding into the fashion
Rodríguez started to work with Loewe and
industry and designers such as Karl Lagerfeld,
designed the first women’s Ready-to-Wear
Giorgio Armani and Laura Biagiotti were
Collection in Paris.
designing the brand’s first women’s Readyto-Wear Collections. Loewe’s first women’s
Loewe, like many other fashion houses, has
fragrance “L” was brought out in 1972.
seasonal ready to wear collections, however its leather accessories are their most saught after
Four years later, in 1976 the brand expanded
items and are currently selling very well, due
into Japan, to both Hong Kong and Tokyo,
to the trend in hand crafted goods and also
where it currently has upwards of 35 stores.
due to the importance of a brand’s heritage
Today tourism in Spain is always on the
within the luxury market.
rise and some people take Loewe leather goods home as a luxury souvenir. In 1986
II.
Market Position
L
oewe has the highest quality leather
Other similar brands do not yet offer this
products in Spain. The brand positions
experience, so the brand should always be
itself high in quality as the goods hand
about making this its strong point. It should
crafted in Spain, employing poeple from Spain.
use this connection with art. It should try to
Its heritage brings the brand high prestige.
show its heritage will sill appearing fresh and
Compared to other luxury brands Loewe
on trend.
has a good position. Handcrafted goods are currently highly sought after and the brand is expanding itself outside its products. in 2012 the brand opened GalerĂa Loewe, where the brand collaborates with photographers and artists to show more of the brand’s character. In the gallery the brand also displays its most iconic bags and window displays, along with interactive visual displays..
III.
Cu r re nt Situation
L
oewe is still a leading luxury brand. Its
The brand is recognised by international
most recent collection of handbags,
celebrities and designers, however confidence
Collecion
is lacking amoung the current target who are
Oro,
sold
out
despite
the communication failure it had with the
the people currently driving sales.
collection’s YouTube video. Loewe’s ss 13 collection was inspired by Gala In
order
to
help
move
past
a
small
communication disaster that Loewe had when it created the YouTube video for its Oro Collection (see section IX. - what not to do), it is vitally important that the brand continues to nuture the relationships that it has with its target, to reassure it that they are the important ones, and to remind the world that it knows its core values.
Dalí, Spanish surrealist artist Salvador Dalí’s wife.
IV.
Communication Background
L
oewe is very active on social media
Loewe’s latest ads feature Penelope Cruz are
platforms,, Instagram, Facebook and
coherent with the brand’s previous campaigns.
Pinterest. It should continue to be
It is important to always have a link to Spain
active on these social media platforms as it
in the advertising. It is risky to use celebrities
will continue to bring in a fresh image for the
as they have a reputation and are not always
brand, and attract younger consumers. It also
liked by all. However, Loewe can continue to
shows that the brand is current and up to date.
connect to Spain through the styling, location, and mood set in its advertising and other
The brand needs to continue to make steps to rebuild its image on YouTube after its Collecion Oro video failure. Perhaps behind the scenes videos of photoshoots and advertisements would help to alleviate the damage done on YouTube and to alleviate any remaining tension.
communication.
V.
Target Market
W
omen between the age of 30
Loewe could also target those outside of its
and 70 are the brand’s most
usual target by making sure they represent
important target. They were
themselves with an artistic edge, espeiclly in
affected by Loewe’s Oro Collection video, and
editorials and it the media. However, there is a
it is them that the brand must reassure with
fine line between edgy high fashion and plain
all its future communication. Business women
mainstream edgy.
and also women who do not have to work due to the high income of their partner/husband.
Both women in our target and younger are impostrant to be impacted by the collection
In Spain especially the brand should also
and the brand’s efforts to move passed the
appeal to the younger Spanish population,
Coleccion Oro downfall. It is also important
such as the daughters of existing customers.
that opinion leaders, celebrities and the
They can do this by ensuring that their
industry’s critics see Loewe in a new light.
editorials have an edge.
VI.
Objectives
S
pain is the essence of Loewe, it is a
Vevers is doing at Loewe. Finally, to create a
country of great architects, chefs,
stronger tie in current communication between
and actors and actresses who were
the brand and art and history. By reating
winning Oscars. Madrid is a strong symbol of
future editorials and general brand desgin to
Spain’s personality, and this identity survives
Salvador Dali. After the brand’s failure with its
in the brand Loewe. Spain is country with
Oro Collection video, now is the time to mend
a rich culture. A history of great artists; El
the broken trust that the brand’s target has
Greco, Velázquez, Goya, Picasso, Dalí. and of
with the brand and its image.
great writers; Cervantes and García Lorca, and of great directors; Luis Buñuel and Pedro Almodóvar Another objective is to launch the collection with great recognition in the media. To be sure that the target is interested in what Stuart
VII.
Inspiration
C
onsidering that Penelope Cruz is
In order to capture this essence we should
already embodying the celebrities
have
that helped aid in the brand’s success
strange, surrealist objects, with only the most
classy
yet
playful
editorials
with
in its early days, the other key component to
empowering female figures.
the brand’s success is its link to Spain and to
of Kate Moss were taken in the Ritz Carlton,
its culture, the artists and film stars.
which is where a lot of Loewe’s advertising
These images
has been photographed. It is symbolic of the The inspiration for the Spring Summer 2013
brand’s heritage and how the model, Kate Moss,
collection came from strong glamourous
is positioned in the room really works, as she
women who embody the essence of Salvador
is not the centre of attention but she doesn’t
Dalí’s wife, Gala Dalí. Kate Moss is a strong
need to be as she is such a strong character
model who almost always characterises a
that our attention goes directly to her, despite
strong woman, with elegance and grace in
the beautiful surroundings of the hotel room.
editorials.
VIII.
What Not To Do
L
oewe made a huge mistake when
the classiness that Loewe always has in its
it created the advertising for the
advertising. Considering that almost 50% of
Colecion
hangbag
Spanish youth are unemployed it was not a
collection featuring neon colour bags. It made
wise move to have such young models used
a YouTube video that was highly critisised as
in the advertising. They do not represent the
the models it featured had an urban, aletnative
brands target and in this case the phrase “any
style which did not match the brand’s image.
press is good press” does not apply.
The video featured up and coming teenagers,
The video has even been made into a parody,
who were also some famous celebrities children.
which has over 1 million views on YouTube,
It was set in Madrid. The models/actors have a
over 7 000 likes and only 241 dislikes. Loewe
“hipster” look, due to their hair and style. Many
remained silent despite all of the criticism
of them have shaved hair, tattoos and wear
that it received during this time. From now
creepers and jewellery with crosses. They are
on the brand must be very sure of all of its
also wearing their own clothes.
communication before it releases it to the
Oro,
a
new
The video
was highly criticised as it does not fit with
public.
IX.
Editorial Location & model
S
alvador Dali’s house in Figueres,
images may appear classier and less forceful
Spain
connection
if shot in the hotel Ritz Carlton Madrid. It
between Dalí and Loewe without
would also be reassuring for the target as they
being too obvious. Other options are the
would have a connection to the brand’s past
museum in Figueres which would make the
advertisements and not feel like it’s trying too
connection with Salvador Dalí more obvious
hard to be edgy.
will
make
the
and add a more surrealist edge to the editorial shots. Another option would be to continue
The model Jessica Stam highly resembles Gala
with what the brand has already been doing
Dalí with the same hairstyle and make up. The
and continue to shoot the advertisements in
clothing will be Loewe’s Spring Summer 2013
the hotel rooms of the Ritz Carlton, however
collection however, and the model will be in
here we might lose the Salvador Dalí touch.
more real life situations surrounded by more
However, depending on how strong the model,
surrealist objects. For example, her drinking
hair and make-up and styling is, it may be
coffee, stirring it with the Dalí spoon, set in
apparant enough that she is Gala Dalí and the
the kitchen of his house.
X.
Photographer
M
ikael Jansson, known for his classic yet dark and mysterious images, the editorial should have a classic
style with a dark twist, shot in black and white to resemble old photographs of Gala DalĂ. He has shot for Vogue and Interview magazine as well as luxury designers Cavlin Klein and Dior. He has a good reputation, and will fit the objectives for this strategy.
Lookbook
REF: 1400
REF: 1401
REF: 1402
REF: 1403
Mini - site
http://galadalicollection.wordpress.com
http://galadalicollection.wordpress.com
http://galadalicollection.wordpress.com
http://galadalicollection.wordpress.com
Sources In order of appearance
http://www.loewe.com/media/cms/content/heritage/chap1/001.jpg http://www.loewe.com/media/cms/content/heritage/chap1/003.jpg http://www.loewe.com/media/cms/cache/option/1280x720/574f985b4c75177 575900578a9fe3849/1-381-bg-104_3734.jpgรง http://www.labdailyblog.com/wp-content/uploads/2013/01/Loewe1.jpg.download.jpg.download.original.jpg, http://3.bp.blogspot.com/-XJqzZhgBi_o/T2DMnDSKc7I/AAAAAAAABJs/EwycWovpgR8/s1600/Loewehttp://verdoux.files.wordpress.com/2012/09/kristen-stewart-charlize-theron-by-mikael-jansson-for-interviewhttp://4.bp.blogspot.com/_EipErg8W5D8/SpG_R9LFxAI/AAAAAAAAA2c/0lIaJT6XL-E/s400/bodadali.jpg, http://p2.trrsf.com/image/fget/cf/619/464/images.terra.com/2012/02/07/120120207113226.jpg, http://0.tqn.com/d/arthistory/1/0/a/2/1/Salvador-Dali-Lobster-Telephone-black-and-red-1936.jpg, https://fbcdn-sphotos-e-a.akamaihd.net/hphotos-ak-ash3/62742_10151480961565816_883993399_n.jpg, https://fbcdn-sphotos-b-a.akamaihd.net/hphotos-ak-ash4/207337_10151431394845816_593012531_n.jpg, http://www.vimity.com/vi/t/d41/4dd/c5f/ee7fac37e9a8974fc984cf7.jpg, http://www.ebablog.com.ar/wp-content/gallery/galeria-loewehttp://art8amby.files.wordpress.com/2011/07/salvatore-ferragamo-fw-2011-daria-werbowy-by-mikael-jansson-2.jpg http://1.bp.blogspot.com/_oqTEb8nLNWM/TOBTBQu5rFI/AAAAAAAAA5M/1ZJ9Yr4bbc8/s1600/moda-2011-femei-pantaloni-iarna-sexy.jpg, http://4.bp.blogspot.com/_oqTEb8nLNWM/TOBSBDr5vfI/AAAAAAAAA48/Tx-OUhME9uQ/s1600/moda-tendinte-moda-femei-2010-2011.jpg,
ISSUU link: http://issuu.com/loewecommunication/docs/loewebrief Brief by Samantha Crawford Computer Tools BA FASHION MARKETING AND COMMUNICATION Level 5