Fashion Brand Managment - Marchesa
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Transcript of Fashion Brand Managment - Marchesa
Marchesa is a brand
specializing in high end
womenswear, established in
2004 by Georgina Chapman
and Keren Craig.
Background
Logo and the Font - Simple and plain - The font is Trajan Pro
A URLs (Uniform Resources Locators)
http://www.marchesa.com/
Package
Marchesa is sold in high end department stores worldwide including
Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue and Net-A-Porter, in
the US.
Store Label
- Easy to pronounce since it just has three syllable(Mar-kay-sa) - Easy to remember and recognize since the brand name is unique - The brand is named after an iconic European socialite so as to distinguish the product's positioning relative to the competition and attract people’s attention - The pronunciation of ‘Marchesa’ makes people think that brand like a feminine and elegant female, so it suggests the company or product a good overall image. Therefore, ‘Marchesa” is a good brand name
Brand Philosophy
The brand is named after an iconic European socialite named the Marchesa Luisa Casati whose opulent life revolved around decadent fashion and over the top moments. Follow the concept of Marchesa Luisa Casati : ‘I want to be a living work of art’. The beautifully crafted designs inspired by vintage and Asian influences in order to carry out the concept of making the designs as art.
MARCHESA this brand is:
Distinctive Design
- Tulle , Satin, Silk and Chiffon - Trimming lace - Hand embroidery - Silver and pearl - Beading & sequin - Feathers and hand draped rosettes - Cut-out effect
Attributes
- Good and various materials used - Gorgeously crafted designs - Unique embroidery and fancy workmanship
MARCHESA - premium collection with accessories
MARCHESA BRIDAL - wedding dresses collection
MARCHESA notte- diffusion collection
MARCHESA VOYAGE - diffusion collection
Label
Marchesa is Premium brand + Diffusion brand use different name to differentiate between the various lines but still includes the brand name ‘Marchesa’ :
Ready
To
Wear
Mass Market
Brand Hierachy
Diffusion Line
High End Evening Dresses
-Priced from $2500-$8000
-Ethereal aesthetic to the modern silhouettes ,timeless
and romantic and cream coloured palette.
Diffusion Line
-Priced from $3000-$12000
-Bridal markets
-Ethereal romantic to modern silhouettes
-Cream coloured palette
-Classic column and strapless gowns draped in silk crepes
-Ttulle and chiffon with hand embroidered silver and pearl
–Feathers and hand draped
rosettes - Sculptured in tulle overlay
and duchess satin.
High End Bridal Gowns
Diffusion Line
notte
-Priced from $500 -$1300 -Formal dress markets -Modern silhouettes -Classic style and embroidered detail -Lace ,chiffon and die-cut and one-piece design
Lower-Priced Evening Dresses Line
Diffusion Line
-Priced from $150 to $750
-Daywear and accessories markets
-With a decidedly fancier, classic Marchesa spin
-Shift dresses, silk tops, harem pants, and collarless jackets of sparkling embroidery, lush fur,
and scarf-inspired prints
-Also includes 45 styles of embellished shoes.
Lower-Priced Daywear Line
Diffusion Line
Marchesa autumn/winter 2013/14
In recent years Marchesa has collaborated with Christian Louboutin on an exquisite collection of shoes
Collaboration
The Marchesa x Le Métier de Beauté Cosmetics Collab Unveiled
-priced between $38 and $65 - credit-card-size eye, cheek, lip, and face palettes, eight shades of double-ended lip glosses, and highlighting pens
Collaboration
Marchesa has collaborated with Stila Cosmetics and expanded its empire with makeup
Collaboration
Partnered with Lenox to launch dinnerware
La Perla X Marchesa Underwire Bra & Thong combine ethereal allure with subtle supportive details -Priced around $250
A new collaboration with heritage brand Garrard and Stephen Webster
HP and Marchesa teamed up to create laptops that is made of Swarovski crystal for Mercedes Benz Fashion Week.
Target Marketing
Geographic Segmentation - Region
International, e.g. US, China, Europe etc. For example: US
Demographic Segmentation - Age
- Gender
- Income
$40000 or above per month
- Social Class
Upper class
Psychographic Segmentation - Activities Ball, grand banquet, awarding ceremony(e.g. Red Carpet) etc. - Attitudes Aristocratic and feminine
Behaviouralistic Segmentation -Benefits sought Status recognition -Usage rate Premium user -Brand loyalty Brand followers/ worshippers -User status Potential, regular etc. -Occasions Banquet costumes, ball etc.
SWOT analysis diagram
• Unaffordability might make impact of recession
• Competition from high street fashion e.g H&M who cooperates with top designer brand and fashion icons
• Competition from new entered foreign bands that offer very fast fashion styles at even more affordable prices
• Targeting high income consumers • Charity provides opportunities to
target new customers • Increase in popularity and strength
of brand image (celebrity customers)
• Provides expansion and recognition opportunities with its mature market position and status all across the world
• Increase revenue and profits
• Unavailability in clothes range • Usually just sales evening dress • Unaffordability • Shopping inaccessible E.g no
many choices sale on website • Difficult to manage - numerous
lines of products • Diseconomies of scale • Store presentation become difficult
to control
• Unique tailoring and design • Accessibility - store coverage all
over the country • Numerous choices in product
lines • Numerous options in collections
and styles • Choices at multiple price points • Diffusion Line established brand
image and market position • Good brand identity and image • Strong celebrity fan base • over 300 stores in UK and 100
overseas - increased competitive on the international
• Good customer service • High Brand awareness • High Brand recognition
Strength Weakness
Threats Opportunity
Brand Portfolio
Design
Price
Market Positioning Chart
Brand Portfolio
Positioning Statement:
To celebrities, Marchesa is the brand of Hermes that
more nobiliary and feminine due to the hand
embroidered pearl embellishments as well as the
feathers and hand draped rosettes, those unique
design feature.
CHANEL
Dior
Positioning Statement:
To upper class, Marchesa is the brand of Vera Wang that more fabulous and sumptuous since
the various materials used and gorgeously crafted and exceptional workmanship
0
2
4
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8
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CHANEL
ELIE SAAB
VERA WANG
Dior
Brand Differentiation Analysis
Differentia
-http://www.haibao.cn/brand/1365/
-http://multiplefashiondisorder.wordpress.com/2010/09/17/marchesa-
spring-2011/
-http://www.harpersbazaar.com/fashion/fashion-articles/georgina-chapman-0208
-http://www.stylefull.com/wp-content/uploads/2011/06/22New-York-Bridal-Week-Spring-2012-Marchesa.jpg
-http://fashion.telegraph.co.uk/galleries/TMG8260158/Celebrities-wearing-Marchesa.html
- http://thefrenchmouse.blogspot.hk/2011/02/marchesa.html
-http://www.justsammthing.com/2011/02/new-york-fashion-week-marchesa.html
-http://www.thedieline.com/blog/2012/12/3/marchesa-parfum-dextase.html
-http://fabzz.com/taylor-momsen-at-marchesa-fall-2012-fashion-show.html/taylor-momsen-legs-at-marchesa-fall-
2012-presentation-04
-http://www.glamourmagazine.co.uk/fashion/celebrity-expert-opinions/2011/11/selena-gomez-white-marchesa-
mini-dress
-http://fabzz.com/stacy-keibler-marchesa-fall-2012-fashion-show.html/stacy-keibler-legs-in-tight-dress-at-marchesa-
fall-2012-fashion-presentation-07
-http://www.redcarpet-fashionawards.com/2011/02/28/halle-berry-in-marchesa-2011-oscars/
Reference
-http://www.vogue.co.uk/search?q=marchesa
-http://www.facebook.com/MarchesaFashion/info
-http://www.marchesa.co.uk/index.php
-http://www.centralweddings.com/cn/collections/marchesa
-http://en.wikipedia.org/wiki/Marchesa_%28brand%29
-http://www.dillaards.com/product/Marchesa-by-Lenox-Empire-Pearl-Indigo-China_301_-1_301_503216915
-http://www.sephora.com/search/search.jsp?contentGroup=Marchesa_EditorsPicks_SkuList&title
=The%20Collection&maxSKU=4
-http://en.wikipedia.org/wiki/Luisa_Casati
-http://repeatpattern.blogspot.hk/2012/03/marchesa.html
-http://www.clozette.co/fashion/browse/d04ccd2da80d48b18f53b981129dda7e/taniairawan@CD
-http://www.lifestylemirror.com/woman/fashion/georgina-chapman/
-http://www.zimbio.com/pictures/IfFba44k6Iz/Fashions+Night+Out+Sephora+5th+Avenue/8M-TqhIGIC7
-http://blushingnoir.com/2012/09/marchesa-parfum-dextase-eau-de-parfum-spray-photos- review/
Reference