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INTERNATIONAL MANAGEMENT

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by

Alexandra Peres

on 13 April 2016

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Transcript of INTERNATIONAL MANAGEMENT

INTERNATIONAL MANAGEMENT
MARKETING MIX
MAPPING
COMMUNICATION
POSITIONING
S.W.O.T
STRENGHTS
- Guru of Parisian Bohemian Chic
- Creates what women do not know yet but already want
- First place in the top 10 essential
- Sneakers Wedge Heels
- Easy and casual style (comfort)
- Fashion clothes without being "overdressed"
- Impeccable cuts
- Natural materials (silk, cotton, wool)
- Chic & Sportswear
- Ethnic and bohemian
- Geolocation conducive to purchase

WEAKNESSES
- cost of labor
- Relocation, high prices
- Fragility of small structures
- Not many shops and outlets
- No online shop
OPPORTUNITIES
- Nature is increasingly in vogue
- Iconic products
- Many oofers of collaboration
- Client who wants a quality product and a name
THREATS
- Ready to wear market very competitive
- Increase of the price of raw materials (cotton)
- The phenomenon of counterfeiting
(Ex : Wedge sneakers)
Main target
: Women from 20 to 35 years old.
Direct target
: Regular customers.
Relay target
: Press relations (women's magazines and fashion blog).

Communication managed by the International Press Office of Luxury:
KDC.
Very present on
social networks
including
Facebook, Instagram and Pinterest
:
IDENTITY
History
:
1967
: Isabel was born in Paris to a German mother who was model and french photographer father.
1987
: She interned with Parisian designer Michel Klein.
1989
: She launched her own accessories and jewelry label followed by knit.
1994
: Creation of the brand Isabel Marant.
1997
: She won the Award de la Mode and the Whirlpool Award for best woman designer.
1998
: Opening of her first shop.
2002
: Launching of the second line Isabel Marant Etoile (Collections both accessible and pointed).
2013
: Collaboration with the mass market : H&M.
2014
: CA : 150 to 200 000 million euros.
Style
:
Bohemian with ethnic inspirations.
Mix of cultures.
Combines chic and sportswear.
Feminine and romantic style.
Casual, bohemian, chic, rock,almost androgynous.
Prices +
Prices -
Creative style
Classical style
Chloé
Isabel Marant
Comptoir des Cotonniers
Kenzo
Sonia Rykiel
IKKS
Tara Jarmon
Vivienne Westwood
Martin Margiela
PRODUCT
Recognizable boho chic style
Succesful brand by its chic and sportswear mix
Wearables clothes to a competitive price
Fashion branding
PRICE
Affordable prices for an accessible luxury brand.

- Isabel Marant : From 110 euros (for an accessory) to 395 euros (for wedge sneakers) and 2 850 euros (for a coat).

- Isabel Marant Etoile : From 45 euros (form a belt) to 890 euros (for a suede jacket).
MARKETING MIX
PLACE
PROMOTION
Owns shops (more than 20 stores worldwide)
Flagship stores
Online website but only to see the collections
No research of media interest in the brand at the beginning
Collaboration with Emmanuelle Alt to promote the brand (French editor in chief of Vogue)
Last years : Co branding (with H&M for exemple)
Promotion by muses also (Daria Werbowy 2010, Kate Moss 2011, Gisele Bundchen 2015, Natasha Poly 2016)
Isabel Marant store in NY
Isabel Marant store in Paris (Charonne)
Isabel Marant Website
New « accessible » luxury, for women
(The house, Isabel Marant, does not want to extend its world to a fashion for men.)
Instagram account
FaceBook account
Pinterest account
Joseph
Vanessa Bruno
IRO
Claudie Pierlot
Kookai
BA&SH
Antik Batik
ELLA LUNA
Acné
PRISM
Physical
:
- Wedge sneakers
- Suede sneakers bekett
- Fringed bag
- Natural materials (silk, cotton, wool)
- Aztec printed clothing
Relationship
:
- Originality
- Casual
- Comfort
- Modernity
Self image
:
- Independant
- Fashionnable
- In the era of time
- « If there is no desire, there are no clothes »
- « Have "real and meaningful" things »
- « Do not create clothing that you never would wear »
Personnality
:
- Allure effortless
- Parisian cool
- Rock'N'Rool
Sportswear
- Bohemian
- Boho-chic
- Ethnic

Culture
:
- French
- Paris

Reflection
:
- Dynamic and elegant woman
- Woman who follows a fashion always more natural, desirable and just
- Forward-thinking spirit
INTERNATIONAL EXPANSION
Isabel Marant coverage on Madame Figaro magazine.
- International success based on international muses.
- Constant openings shops (Europe, America, Middle East and Asia).

New shop on the Upper East Side, just off Madison Avenue.
Raquel Zimmermann stars in Isabel Marant’s spring-summer 2016 campaign.
Full transcript