INTRODUCTION...
INTRODUCTION The aims of this report are to deconstruct a luxury designer brand operating globally and understand its branding through analytical tools and branding theory. This assessment will study the brand Alexander McQueen.
BRAND OVERVIEW Alexander McQueen was created in 1992 by designer Lee Alexander McQueen. The House’s early collections created controversies and the shocking nature of the runways quickly earned the designer the title of “hooligan of fashion” (MENDO, 2018). However, this 'bad press' contributed to the brand's sucess and it is seen as one the most innovative fashion houses that contributed to change the fashion industry.
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