Givenchy report nyaradzo mafunga

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CONTENTS

Executive Summary__________ 4 Market Research_____________6 Marketing Research__________ 8 Main Competitor_____________10 Brand Analysis and Objective__14 Communication Strategies____ 18 Conclusion___________________20

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Givenchy is a French Luxury haute couture fashion brand founded in 1952 by french designer Hubert de Givenchy. The fashion brand also includes perfumes , accessories , and cosmetics.

Hubert de Givenchy used famous style icon Audrey Hepburn as her muse who famously wore his designs in the movie breakfast at Tiffany’s , Charade and more.

Givenchy is a brand that represents high fashion and Luxury really well. Forward thinking and risk taking has been the main attraction for the consumers to buy their products but they always have that elegant touch which is something the brand values.

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EXECUTIVE SUMMARY

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POLITICAL Throughout the years they has been issues concerning High fashion brands using cheap labour. The debate was the workers weren’t been payed fairly.

Taxation has always been a big topic with companies trying to avoid that in the UK. Value added tax was increased by 2.5% according to the Economist. With the tax added this will make the consumer cut down on their spending.

SOCIAL Change in fashion trends means the consumer wants to keep up therefore they end up spending more. Givenchy target market is for people with a higher income and social reputation.

Study shows women are the highest spending but the over 35s tend to wear their expensive perfume on special occasions.

Celebrities play a big part on how people spend their money. Today’s generation follows the lives of celebrities and they are constantly seen with new garments and accessories. The celebrities are paid to post pictures on social media naming the product they are wearing which then influence the consumer to spend money.

MARKET / INDUSTRY RESEARCH ECONOMY Perfumes and cosmetic products have been becoming very popular with people and this is down to the beauty trends we’ve been seeing on blogs and magazines. Reports have shown an increase on products sold alone in the cosmetic industry which increased by 6.5% to 18 billion pounds in the UK. The economy is always changing and there’s always risk of inflation which makes everything unstable and prices change.

TECHNOLOGY Technology now is much better and companies are using various social media sites to market their work. With technology people can download the Givenchy app and it gives you the option to filter and choose what you like, favourite colour etc.

MARKETING RESEARCH

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STRENGTH

WEAKNESS

- High quality luxury brand - Cooperate different cultures - Very bold with their prints - Cater to all cultures - Strong presence on social media - Different styles to choose from on their website - True to their brand - Diverse with their models Very big on collaborating with other fashion houses -The brand campaigns are always different

- Quite tricky yo navigate on their website to look at their collections and previous collections - High price points for small Items - They don’t do a lot of collaborations - They have a few different versions of their logo which makes it hard to recognise the brand easily

OPPORTUNITY

THREAT

- Do some collaborations with high end retailers to give people the opportunity to buy more affordable fashion - Make the website easier to navigate - Include all their previous work -There’s an opportunity to do a childrenswear line

- Terrorism threats in Paris which makes it hard for people to travel to the store and have the Givenchy experience - Climate change will have an impact on their seasonal collections

MAIN COMPETITOR

Balmain Paris was founded in 1946 by Pierre Balmain. The Haute Couture high fashion brand is known worldwide for their intricate designs. The creative director Oliver Rousteing pushed brand to more a orient style and brought fresh look to the fashion house.

With Balmain they have interesting constructed garments and they are striking to the eye. The brand has a mixture of complex and simple style and they constantly pushing the boundaries.

“Good fashion is evolution, not revolution�

-Pierre Balmain

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STRENGTH

WEAKNESS

- Intricate designs - Recently done a collaboration with H&M - Creative director Oliver Rousteing has made the label more successful due to the style he added to the brand -Luxurious brand - The brand expanding to children wear - Huge celebrity following -Each garment is a unique creation that looks like art

-Some of the designs are repetitive - Not everyone is a fan of having reality stars represent high fashion brands - The brand needs celebrities to market their garments -Becoming more mainstream - Brand is too sexy you forget its supposed to have elegance to it.

OPPORTUNITIES

THREATS

- To have a more affordable diffusion line after the success of their collaboration with H&M -Recently the brand has taken the opportunity to expand their brand to children wears -Expanding the company to create cosmetic products as its a really big market

-Having the brand reputation ruined because the brand is involving reality stars to help promote but some don’t have the right image -Terrorism threat in Paris and Europe which makes it difficult for the consumers to visit the store

Fashion.

Clean Edgy Minimal Dark Black Print

Givenchy Animal Spirituality Metal Craftsmanship Urban Couture Ambiguity Floral Dark Romanticism Star Cooing Floral Geometry

The Givenchy customer is someone who loves and understands what luxury is. They are fashion conscious and like finer things like looking after themselves fine dining and travelling. In addition they are men and women on top of their career and social status, and are loyal customers to the brand.

Money isn’t a problem as they are well off and are willing to get the exclusive which has been shown on their website where they have giving the customer the option to choose their personal style.

The givenchy woman knows how to dress well for different occasions.

Beauty products are pricey but seen as luxury. The young givenchy woman knows everything about and loves to experiment. Fashion is their statement to show their personality.

When it comes to the givenchy man loves being slick and classy. Suits tailored just for them and the fabric shows the garment wasn’t cheap. The young givenchy man is experimental and you are most likely to find the classic prints in their wardrobe.

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BRAND ANALYSIS AND OBJECTIVES

With Givenchy people will say now its a forefront for high fashion in this day. The brand has progressed since Riccardo Tisci was appointed as the new creative director. The brand is well known for creating mens and womenswear and accessories and they also pride themselves creating ready-wear and couture.

Givenchy is still expanding with only 69 countries where givenchy is present, 50 direct operated stores and 3 Avenue George V in Paris where Hubert De Givenchy established his fashion house in 1959.Givenchy at the moment they want to continue expanding by opening at least 20 more boutiques throughout the world in popular high fashion cities such as London, Milan, Tokyo and New York.

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“Black is always elegant. It is the most complete colour in the whole world, made of all the colours in the palette.” ” Dark romanticism, a certain sensuality, new classicism: those are the founding elements of Givenchy’s renewed success. They convey the respect, sensitivity and value given to the concept, both in its content and its form. It is an approach that has been conceived as a whole.”

Riccardo Tisci, Artistic Director, Givenchy

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PLACE Givenchy doesn’t have a flagstore in London but instead have a boutique at harrods and selfridges. Instead of looking at the boutique in London I did some research on their flagship store in Hong Kong China. The store exterior is simple , elegant and minimalistic with a dark edge to it. The contrast between the light and dark marble represents the feminine and masculine side of the brand. The gold and glass doors add the luxury feel and gives you a different kind of a shopping experience.

There’s at least 3 mannequin displays in the store that show one of their best outfits which has been done in a creative way because they fit with the theme of the store. The display stands in store are made from glass and marble and it represents the accessories and clothing items really well.

PROMOTION Big budget campaigns are used to promote new collections using well known supermodels which will be published world wide. HD fashion films are created captivating the consumer and customer to go on their website and look at the new collection being advertised. Magazines play a big part in promoting the brand because stylists can choose to use so of the brands garments for a magazine spread that wont be givenchy but in return they will get free advertisement and publicity.

Now social media plays a big part when it comes to promoting any brand because its a good way of being close to the customers and you see what they really want. The social media platform is used to reach customers and also shows the brands loyalty to the customers. On the Givenchy Instagram page they post everything from the shoots behind the scenes and also shows the customer how the product can be worn different ways.

PRODUCT When it comes to products Givenchy showcases these in their stores and website. The high fashion brand offers ready to wear garments you can purchase directly from the flagship store. The store layout and how the product has been placed in the store has been smartly done because the key items or new latest products are placed in the eye view. Your attention is directly drawn to the product on centre display.

PRICE On the Givenchy website they don’t show their prices of the garments. The website is used to show lookbooks for the new collection and also has information on the different styles you can go for. The prices start from £200 for accessories going up. The garments are priced differently form ready to wear to couture.

- Givenchy Medium Grain Antigona Tote ( £1,465.00 ) Black , Cream , Red , Blue - Givenchy Printed Distressed Cotton-Jersey Sweatshirt ( £625.00 ) Black -Givenchy Jersey off shoulder dress ( 1,618.75 ) Green

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COMMUNICATION STRATEGIES

Givenchy has a strong presence on social media which is important because its the only way they can be close to their customers. Social media is important to the high fashion brand simply because its a great platform to market their products and more importantly it gives the customer a glimpse into the brands personality. Givenchy uses a few social media to market their work such as Instagram and twitter. The instagram page is frequently updated with new magazine features, collections, fashion shows, behind the scenes and more. Whereas their twitter page isn’t updated frequently and that could be down to instagram being the most popular app for people with interest in fashion.

With 4.6 million followers on their Instagram page you can see why this is their successful social media platform . The lnstagram page stays true to the brands Identity and they have followed that through by keeping the page elegant, edgy and simple which is something their customers have always liked about the brand. The Givenchy twitter page has 719K followers and doesn’t embody the brands image or Identity. The posts on the page are very inconsistent but at the same time when they do post its always them promoting new products.

Fashion campaigns and films play an important part when it comes to the brand promoting their new collection or beauty products. Givenchy x Barneys film Directed by Gordon Von Steiner is a good example of how the electrifying film captured peoples attention. The fashion film was promoting a new menswear collaboration with Barneys but what got everyone’s attention where the visuals and music. The film is bold and edgy and the editing was done in a smart artistic way to keep people interested. This shows how Givenchy like to surprise people and do something we wouldn’t expect them to do but it works when it comes to marketing and getting the exposure for the brand.

In conclusion when it came to doing my fashion film l wanted to show the brand edgy and sophisticated side. The decision to showcase both mens and womenswear was because as a brand Givenchy always appeals to both sex and it helped me come up with more content. The fashion film exudes luxury because its what the brand is known for High fashion luxury products.

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CONCLUSION

Givenchy has built themselves a big customer base and they have shown they have room to expand even more and build their customer base. They are always consistent with their designs and the creative boundaries are always pushed. The marketing of the brand is always different because they want to capture people attention and it also gives them the attention in the media.

Social media has proved to be one of their strongest strengths when it comes to marketing their products because of the endorsement deals they give some of the celebrities. Interacting with the consumers on social media has boosted their sales because they are showing their loyalty towards them. The creative director Ricardo has great relations with celebrities but more importantly his love of music and culture has generated a big following for him which opened doors for collaborations and free advertisements.

Givenchy continues to break boundaries and surprise with their fashion films or their use of prints in their garment, there’s always something new coming from them.

The brand has room to expand into childrenswear or do a limited collection collaboration with a high street brand because their consumer base is wide spread. Although the brand shows to be close to the consumer their website can be complicated. Navigation on the site is confusing and you cant purchase anything from the site because they want you to do that via the app. Furthermore the lack of their stores in the UK is disappointing and limits the customer from having the instore Givenchy experience.

Fashion film is one of Givenchy strongest points therefore with my fashion film l want to create something that represents their edgy yet elegant style. The film is exciting and also reflects the customers thrill they get when they get the latest product.

BLIBIOGRAPHY Hubert de Givenchy (no date) Available at: http://www.vogue.co.uk/spy/biographies/hubert-de-givenchy-biography (Accessed: 9 February 2016). http://www.biography.com/people/hubert-de-givenchy-37466 Follow, oliviallagostera, camillaparmigiani, Rebecca, T., Hawlader, H., O’Twenty, A. and 0205, sharon_chang_ (2011) Karimah Sausan. Available at: http://www.slideshare.net/oliviallagostera/marketing-plan-presentation-6434574 (Accessed: 10 February 2016). sunyutong (2014) Target audience of Givenchy. Available at: https://sunyutong.wordpress.com/2014/03/19/ target-audience-of-givenchy/ (Accessed: 10 February 2016). lcfgivenchygroup (2012) Market report-customer profile-ginny. Available at: https://lcfgivenchygroup.wordpress.com/2012/02/14/market-report-customer-profile-ginny/ (Accessed: 10 February 2016).

Dawson, Y.L. (2015) Gents only: Givenchy opens their first men’s store in Hong Kong. Available at: http:// www.lifestyleasia.com/hk/en/style/men/feature/gents-givenchy-opens-first-mens-store-hong-kong/ (Accessed: 10 February 2016).

Behance (no date) Available at: https://www.behance.net/gallery/20311915/Givenchy-Marketing-Plan (Accessed: 10 February 2016).

Givenchy flagship store opens in Hong Kong’s ocean centre (2014) Available at: http://www.theglassmagazine. com/givenchy-flagship-store-opens-in-hong-kongs-ocean-centre/ (Accessed: 10 February 2016).

Behance (no date) Available at: https://www.behance.net/gallery/22064965/DIGITAL-PROMOTION-GIVENCHY (Accessed: 10 February 2016).

M038LON Le Thu Giang Tran (Sunday) - 5912454: PART 2 - CUSTOMER PROFILE, COMPETITOR, BRAND ARCHITECTURE & POSITIONING (no date) Available at: http://tranl4culc.blogspot. co.uk/2015/05/part-2-customer-profile-competitor.html (Accessed: 10 February 2016).

- FRONT COVER MODEL [img. 1] sourced http://theimpression.com/givenchy-fall-2015-ad-campaign-versace/ - GIVENCHY RESORT CAMPAIGN [img. 2] sourced http://urbansybaris.com/2011/06/16/givenchy-resort-2012-starring-joan-smalls-and-ajak-deng/ -GIVENCHY MOODBOARD[img. 3] sourced ricardo Tisci - http://1granary.com/central-saint-martins-fashion/riccardo-tisci/ Givenchy store - http://www.yellowtrace.com.au/givenchy-store-paris-joseph-dirand/ Givenchy make up - http://gorgeous-hairstyles.net/messy/runway-hairstyles-backstage-beauty/ Motorbike shoot - http://www.themotart-journal.com/2015/01/givenchy-spring-2015-campaign.html Male models -GIVENCHY SPRING/SUMMER 2016 CAMPAIGN [img. 4] sourced http://www.thefashionlaw.com/home/see-the-full-givenchy-springsummer-2016-campaign -GIVENCHY SPRING 2011 SHOOT [img.5] sourced http://www.selectism.com/2010/12/14/givenchy-spring-2011-campaign/#slide-1 -BALMAIN PARIS MOODBOARD [img.6] sourced Olivier Rousteing - http://onehallyu.com/topic/173739-hmbalmaination-olivier-rousteing-is-hm’s-latest-designer-collaborator/ Balmain store - http://www.retail-square.com/shops/balmain Balmain models - http://www.highsnobiety.com/2015/10/15/hm-balmain-womens-lookbook/#slide-4 -MALE MODEL IN PRINT [img. 7] sourced http://www.thefashionisto.com/givenchy-mens-special-carlos-ferra-highsnobiety/ -GIVENCHY CAMPAIGN [img. 8] sourced http://www.fashiongonerogue.com/givenchy-fall-winter-2015-ad-campaign/ -RICARDO TISCI [img. 9] souced http://www.interviewmagazine.com/fashion/the-look-riccardo-tisci/ -PRICE PAGE SHOPPING LIST [img. 10] souced Givenchy bag - http://www.bergdorfgoodman.com/Givenchy-Antigona-Small-Sugar-Goatskin-Satchel-BagBlack/prod87430004/p.prod Givency top - http://www.mrporter.com/mens/givenchy/printed-distressed-cotton-jersey-sweatshirt Givenchy dress - http://www.fwrd.com/product-givenchy-jersey-off-shoulder-dress-in-beige/ -GIVENCHY MALE MODEL [img.11] sourced http://www.imageamplified.com/2012/08/dansk-magazine-sean-opry-in-ohhh-pry-by-michael-schwartzfall-2012-wwwimageamplifiedcom-image-amplified.html -GIVENCHY MALE MODEL [img.12] sourced http://fashionfav.com/fashion/givenchy-fall-winter-2015-2016-ad-campaign/

Nyaradzo Mafunga

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