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Copy of Lanvin Project Research

The brand - Lanvin
by

Jenna Pihkola

on 18 December 2012

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Transcript of Copy of Lanvin Project Research

Sexy Strong Playful and fun Classic Powerful Chic Trendy Timeless Confident Seductive THE LANVIN WOMAN IS: More than anything, the Lanvin Woman is elegant. She is classic yet very chic and unique, even a bit quirky. She is a strong woman but likes to play with fashion and doesn't take life too seriously. The Lanvin woman is sexy and knows it but likes to have also girly or classical elements in her life. LANVIN
founded by Jeanne Lanvin in 1909 Jeanne Lanvin started with children's clothing. Lanvin is the oldest French fashion house still in operation. In 1920's Lanvin opened shops devoted to home decor, menswear, furs and lingerie being a multi-functional fashion house. Lanvin Parfums SA started in 1924 when also Mon Peche/My Sin was launched. Lanvin's signature fragrance, ARPÈGE, was launched in 1927. In 1920's and 1930's Lanvin's was known for embroideries, beadings and clear and light colours. After Jeanne Lanvin died in 1946, Lanvin was still run for decades by the Lanvin family:
Jeanne Lanvin's daughter Marie-Blanche de Polignac and a cousin shared the management until de Polignac died in 1958. In 1958 a cousin of de Polignac's, Yves Lanvin, became the owner of the brand. From the mid 1960's to the takeover by L'Oreal Group Lanvin was run by Bernard Lanvin. In 1979 Lanvin went back to being an independent group after being under Squibb USA, and a major promotional was arranged in the USA. In March 1989 Britain's Midland Bank bought a stake but in February 1990 sold Lanvin to a French holding company, run by the Vuitton family, Orcofi.
In 1994 L'Oreal had 50% of Lanvin,
in 1995 60% and in 1996 100%. Being owned by L'Oreal, Lanvin was run by different CEOs from the French fashion industry. After being ruled by several companies, in 2001 Lanvin went back to a private owned company by an investor group Harmonie S.A., leaded by a Taiwanese mediavaikuttaja Shaun-Lan Wang.

ALBER ELBAZ became the artistic director for all activities including home decor and Lanvin started gaining publicity again. The Lanvin logo features a mother
and a child holding hands. THE ERA OF ALBER ELBAZ It is said that Alber Elbaz, a Moroccan-born designer, earlier worked for Yves Saint Laurent, brought new glow to Lanvin and take Lanvin to a financial and critical success. Elbaz is famous for his even humorous sketches. In 2006 Elbaz introduced a new packaging for Lanvin, in Jeanne Lanvin's favourite shade. Albert Elbaz has been leading Lanvin through collaborations with H&M (winter 2010 collection featuring Natasha Poly) and ACNE. With Elbaz Lanvin have made jewellery, shoe and handbag collections. Elbaz even created a Lanvin doll collections and to celebrate the 120th birthday of Lanvin in 2010, Elbaz designed stamps for the French Mail. Now Lanvin has more than 200 employees. It has been said that Alber Elbaz is a 'ladies' man' and the reason of his and Lanvin's popularity is that he knows what women want. He often describes his work as 'classic with a twist' and Elbaz has been said to make a perfect match with Lanvin. n Unlike many other luxury brands, Lanvin has used mainly professional models - instead of celebrities -on its campaigns. Lately the most of Lanvin campaigns have been shot by Steven Meisel. For the Autumn/Winter 2012 campaign Alber Elbaz decided to use 'real women' from a 16-year-old to a 82-year-old. In other campaigns have featured for example:
Natasha Poly (Lanvin for H&M, 2010)
Kristen McMenamy (Fall 2009)
Jamie Bouchert (S/S 2010)
Karen Elson & Raquel Zimmermann (F/W 2011) http://www.guardian.co.uk/fashion/2012/jul/27/lanvin-fashion-ads-non-professional-models MARKET SECTORS NORTH AMERICA

SOUTH AMERICA Lanvin has shops in locations belowe: USA: 6 Brazil: 1 EUROPE France: 3
Italy: 5
Monaco: 1
Poland: 1
Russia: 5
Spain: 1
Switzerland: 1
UK: 2
Turkey: 1 ASIA China: 6
Hong Kong: 6
Indonesia: 1
Japan: 1
Singapore: 1
Taiwan: 4 MIDDLE EAST Jordan: 1
Bahrain: 1
Kuwait: 1
Lebanon: 1
Qatar: 1
Arab Emirates: 3
Saoudi Arabia: 1 NORTH AFRICA Morocco: 1 Lanvin fragrances are sold in several shops and department stores around the world. Lanvin has fragrances for as well young women as mature women. With traditional fragrances like Arpège Lanvin attracts mature customers but has playful and even cheeky (as describer on the Lanvin homepage) fragrances such as Marry Me! for younger or youthful customers, too. THE TARGET CUSTOMER Despite of being a youthful fashion house, Lanvin's target customers are not only young women. Especially with its recent "real women" campaign, Lanvin is now targeting women from every age range, with different backgrounds. COMPETITORS THE BEST-SELLING PERFUMES 1. Chanel No. 5
2. Calvin Klein Eternity
3. Prada Eau de Toilette
4. Davidoff Cool Water
5. Gucci Rush
6. Ralph Lauren Romance
7. Issey Miyake L'eau D'Issey
8. Viktor & Rolf Flowerbomb
9. Tom Ford Black Orchid
10. Calvin Klein CK
11. Dolce & Gabbana D&G Light Blue
12. Christian Dior J'Adore
13. Yves Saint Laurent Opium Chanel, Dior,Yves Saint Laurent, Estee Lauder, Calvin Klein, Elie Saab, Kenzo, Gucci,
Givenchy, Marc Jacobs (information collected from several sources) PERFUME LAUNCHES FOR CHRISTMAS 2012 My Sin would be suitable for a succesful and strong career woman who definitely knows what she wants and is confident about herself, wants so feel sexy. My Sin is necessarily not for young women, the targeted customer is something up from 30 years. THE CAMPAIGN Contents:
One-page spread
Two-page spread
Bottle design
Press release THE FACE In previous campaigns Lanvin has used women who are known as professional models, not just celebrities. Some of the models - like Karen Elson - have later succeeded as actresses or musicians, but Lanvin has not used models with background only as actresses or musicians.

As the face of the campaign for My Sin I suggest a French model Audrey Marnay. She is 32 years old and a mother of two. With her red hair, pale skin and sharp and special features she would likely attract customers in BRIC economies as being 'the other'. The two-page spread is to be released in all the biggest fashion magazines, such as Vogue, Elle, Harper's Bazaar, Numéro and W. The one-page spread is to be released in magazines such as Company, InStyle, Cosmopolitan and women's health and beauty magazines.

With the two-page spread comes a small sample of the perfume.
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