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Louboutin

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HANNAH TAN

on 26 April 2013

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Transcript of Louboutin

LOUBOUTIN HANNAH TAN- LUCY FAUR- KELSEY KILLAM - ANASTASIA IARMOLENKO CHRISTIAN SUMMARY:
HISTORY
ICONIC PRODUCTS
KEY PIECES
DESIGN CODES
TARGET AND POSITIONING
KEY FIGURES
MARKETING MIX
PORTFOLIO
MAP COLLECTION
PRODUCT
PRICE
PLACE
PROMOTION
PACKAGING
CO-BRANDING
MERCHANDISING
MARKET ANALYSIS
KEY FIGURES
SHOE TRENDS
COMPETITOR ANALYSIS
SWOT ANALYSIS
DEVELOPMENT PROSPECTS
THE THREAT OF COUNTERFEIT
CONCLUSION
MAMA MARKETING MIX PRODUCT Online DOS: www.christianlouboutin.com
Online Multibrand stores:
www.net-a-porter.com, www.theoutnet.com, www.luisaviaroma.com, www.shopstyle.com etc.

DOS: 42 Boutiques worldwide
Department stores:
Harrods
Harvey Nichols
Selfridges
Barney’s
Saks Fifth Avenue
Neiman Marcus
Bergdorf Goodman
Nordstrom - 20 years anniversary cover for the label - HIGH PRICES 400-6000 €
SKIMMING STRATEGY (MASSIVE) SPRING 2013 CAMPAIGN $ 1,295.00
Color : Bleu Saphir
Material : Leather
Collection : SS13 $ 1,195.00
Color : BLACK/GUN
Material : Leather
Collection : FW12 $ 1,895.00
Color : Pomme
Material : Python
Collection : Classic $ 995.00
Color : White/Fauve
Material : Patent Leather
Collection : SS13 $ 1,995.00
Color : Black
Material : Velvet
Collection : FW12 $ 995.00
Color : Flame
Material : Leather
Collection : SS13 $ 595.00
Color : Stone
Material : Cotton
Collection : Classic $ 795.00
Color : Black
Material : Patent
Leather
Collection : Classic $ 3,595.00
Color : Roccia
Material : Python
Heel height : 160mm
Front platform : 60mm
Arch size : 100mm
Collection : Classic $ 995.00
Color : Caraibes/Canari
Material : PVC
Heel height : 100mm
Arch size : 100mm
Collection : SS13 $ 1,095.00
Color : Caraibes/Canari
Material : Calf
Heel height : 140mm
Arch size : 100mm
Collection : SS13 $ 6,395.00
Color : Gold
Material : Strass
Heel height : 160mm
Arch size : 100mm
Collection : Classic $ 1,295.00
Color : Mandarin Red
Material : Python
Heel height : 140mm
Front platform : 40mm
Arch size : 100mm
Collection : Classic $ 875.00
Color : Multicolor
Material : Cotton
Collection : Classic $ 625.00
Color : Silver/Rose Paris
Material : Watersnake
Collection : SS13 $ 1,045.00
Color : Fauve
Material : Leather
Collection : SS13 $ 1,395.00
Color : Multicolor
Material : Python
Collection : Classic $ 1,795.00
Color : Souris/Flame
Material : Leather
Dimensions : 150x350x190
Lining : Red Grosgrain
Collection : SS13 $ 2,095.00
Color : Roccia
Material : Watersnake
Dimensions : 260x220x60
Lining : Red Grosgrain
Collection : Classic $ 2,495.00
Color : Fauve
Material : Calf
Dimensions : 300x420x150
Lining : Red Grosgrain
Collection : SS13 $ 3,695.00
Color : Taupe
Material : Leather
Dimensions : 450x350x150
Lining : Red Grosgrain
Collection : Classic $ 1,895.00
Color : Gold
Material : Leather
Dimensions : 260x110x80
Lining : Red Grosgrain
Collection : SS13 $ 595.00
Color : Canari
Material : Leather
Collection : SS13 $ 1,995.00
Color : Black
Material : Leather
Dimensions : 120x250x70
Lining : Red Grosgrain
Collection : Classic $ 1,595.00
Color : Souris/Rose Paris
Material : Leather
Dimensions : 180x250x60
Lining : Red Grosgrain
Collection : Classic MEN'S SHOES WOMEN'S SHOES BAGS PRODUCTS AND
PRICES FLATS SANDALS SNEAKERS LOAFERS PUMPS PLATFORMS SANDALS WEDGES BOOTS FLATS
Sandals
Ballerinas
Sneakers
Loafers
PUMPS
PLATFORMS
High
Sky high
SANDALS
WEDGES
BOOTS
Ankle boots
Tall boots
SPECIAL OCCASION
BRIDAL ACCESSORIES
ESPADRILLES
BOAT SHOES
LOAFERS
DERBIES
SNEAKERS
BOOTS WALLETS
CLUTCHES
SHOULDER BAGS
SATCHELS
CROSSBODYS
TOTES
TRAVEL PRODUCTS AND
PRICES PRODUCTS AND
PRICES ESPADRILLES BOAT SHOES LOAFERS SATCHELS DERBIES SNEAKERS BOOTS SATCHELS WALLET CLUTCHES TRAVEL-SHOPPING BAG SHOULDER BAG SATCHEL CROSS BODY TOTE DISTRIBUTION DISTRIBUTION www.christianlouboutin.com INTERNATIONAL POINTS OF SALE 1983 BEGAN FREELANCING FOR CHANEL, MAUD FRIZON, YVES SAINT LAURENT AMOUNG OTHERS
 
1987 ASSISTE ROGER VIVIER IN MOUNTING A RETROSPECTIVE AT MUSEE DE LA MODE ET DU TEXTILE
 
1991 OPENS SHOR IN PARIS’ PASSAGE VERO-DODAT, NEAR THE LOUVRE , AMOUNG FIRST CUSTOMERS ARE PRINCESS CAROLINE OF MONACO AND CATHERINE DENEUVE
 
1992 BORROW’S HIS ASSISTANT’S NAIL POLISH AND PAINTS THE BOTTOM OF THE SHOES AND CREATES SIGNATURE RED SOLE THIS IS WHEN THE LABEL STARTED
 
1993 ZODIAC PUMP APPEARS IN VOGUE AND FIRST MANHATTAN BOUTIQUE OPENS ON UPPER EAST SIDE
  2006 FFANY DESIGNER OF THE YEAR
 
2008 TRADEMARKS RED SOLES IN THE U.S. EUROPEAN FLAGSHIP OPENS IN MAYFAIR, LONDON. NAMES A STAR HONOREE AT THE FASHION GROUP INTERNATIONAL GALA
 
2009 LONDON FASHION WEEK MODELS WEAR PINK PEEP-TOE LOUBOUTIN’S ON THE CATWALK TO CELEBRATE THE 50TH ANNIVERSARY OF THE BARBIE DOLL
 
2010 LAUNCH OF E-COMMERCE WEBSITE. 32 DIRECTLY OPERATED STORES WORLDWIDE SELLING 340, 000 PAIRS OF SHOES ANNUALLY
 
2011 LAWSUIT WITH YVES SAINT LAURENT, TRADEMARK PROTECTS ONLY CONTRASTING, FETISH CAPSULE COLLECTION OF KNITWEAR, COLLABORATION WITH BELLA FREUD, COLLABORATION WITH VICTORIA BECKHAM
 
2012 EUROPEAN E-COMMERCE SITE LAUNCHES, OPENING OF STORE IN NEW DELHI, MENS STORE IN NEW YORK, 20 YEAR ANNIVERSARY CAPSULE COLLECTION, 42 LOUBOUTIN BOUTIQUES WORLDWIDE, SELLING 600, 000 PAIRS OF SHOES WORLDWIDE
 
 
 
 
 
  1995 DESIGNS FOR JEAN PAUL GAULTIER, DIANE VON FURSTENBERG, GIVENCHY,LANVIN, CHLOE, VIKTOR & ROLF, AND AZZARO
 
1996 RECIEVES NEW YORK’S FOOTWEAR INDUSTRY TIFFANY AWARD
 
2002 CREATED AN EXCLUSIVE DESIGN FOR YVES SAINT LAURENT’S FINAL RUNWAY SHOW
 
2003 VOGUE HIGHLIGHTS FIRST LOUBOUTIN HANDBAG COLLECTION
 
2004 PIGALLE PUMP DEBUTS AND BECOMES A BESTSELLER
   1964 CHRISTIAN LOUBOUTIN IS BORN IN PARIS (12EME)
 
1975 VISITED PARIS’ MUSEUM OF AFRICAN AND OCEANIC ART AND IS INSPIRED BY A SIGN WITH A RED SLASH PROHIBITING WEARING HIGH HEELS ON THE MOSAIC FLOORS, HE BEGAN SKETCHING SHOES FOR FUN

1980 ATTEMPTS AND FAILS TO SELL SKETCHES TO CABARET DANCERS AT THE FOLIES BERGERE, STAYS ON FOR THE EXPERIENCE
 
1982 OFFERS HIS DEISGNS TO CHRISTIAN DIOR AND WORKS AS AN INTERN WITH CHARLES JOURDAN WHO PRODUCES SHOES FOR DIOR
  COMMUNICATION HISTORY COMMUNICATION The iconic RED SOLE Style guide
Interviews with the designer
Recommended by TIME Magazine BILLBOARD Christian Louboutin ad campaigns are always ethereal, dreamlike, with a fantasy feel CATALOGUE CELEBRITY INFLUENCE Design Museum, London, 2012 Celebrated two decades since the French designer has launched the label (1991) Parisian Moulin Rouge atmosphere (“loubies” & stylish Dita Von Teese hologram) Designed by Household DIGITAL PLATFORMS PACKAGING With more than 45 percent of searches for the footwear giant, Christian Louboutin is the most sought-after shoe heritage brand, In the shoe heritage category, Christian Louboutin ranked on top by a landslide with 44.89 percent of searches.

Jimmy Choo, Salvatore Ferragamo and Tod’s came next with 11.1 percent, 7.42 percent and 6.96 percent, respectively. COBRANDING Christian Louboutin personalizes the shopping experience by being personal with his consumers through packaging PACKAGING COBRANDING Champagne brand Piper limited edition bottle by collaborations with "Barbie" for the 50th anniversary of the iconic doll Collaborations with Mac cosmetics on "louboutin red" nailpolish Collaboration with famous french patisserie "laduree" using the Louboutin black and red for limited edition macaroons Collaboration with Disney to create "Cinderella shoes" inspired by the animated classic DESIGN CODES ICONIC PIECES CHRISTIAN LOUBOUTIN’S TOP TEN INSPIRATIONS 1. PLACE VENDOME, PARIS
2. PASSAGE VERO-DODAT, PARIS
3. TORINO, ITALY
4. THE BLUE DOMES OF ISFAHAN, IRAN
5. THE SHAVE OF BEVERLY HILLS, LOS ANGELES
6. THE DIVINE DINA (BELLY DANCER)
7. ANDREA RESTAURANT, CAIRO
8. CONNAUGHT PLACE, NEW DELHI
9. HIS PASSPORT
10. EDITIONS DE PARFUMS, FREDERIC MALLE LOUBOUTIN'S LOVE AFFAIR WITH PARIS ARTEMIS BELLE ROLLING SPIKES BIANCA PIGALLE LADY PEEP ICONIC PRODUCTS VISUAL MERCHANDISING WHIMSICAL FANTASY SEDUCTIVE DREAMY KEYS TO SUCCESS STRONG BRAND EQUITY:positive differential effect that knowing the brand name has on customer response to the product or service. (Armstrong & Kotler, 211) "Christian Louboutin has built a deep connection with both its current and prospective consumers BRAND EQUITY: DIFFERENTIATION
• With shiny, red-lacquered soles and high stillettos that differentiate Louboutin from other posh and luxurious shoe brands,
• Louboutin has lured women all over the world who deemed themselves to be brand conscious consumers, wearing only and only high-end fashion brand shoes.

RELEVANCE POWER
• Louboutin carries a high level of satisfaction that meets women's needs when living their expensive lifestyle standard and simultaneously, showing power as they go out and about socializing. BRAND EQUITY: KNOWLEDGE
• Louboutin has a strong background and qualifications of shoes, who then finally in 1992 opened his flagship store in Paris.
• The fact that his first store showed up based off of Paris, a city known best with its glamour fashion brands (Hermes, Chanel, Dior, and Vuitton, to name a few), has furthermore added valuable points in the eyes of target consumers.

ESTEEM
• The joy of owning and walking in their Loubs makes women feel more respectable, that this feeling puts a personal integrity value atop of $800 - $1000 Louboutins' price range. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS high brand awareness (most searched luxury shoe brand in google)
Privately owned
-clear positioning (fetish, sophisticated, sensual)
Strong consumer following
Large market share
Strong brand equity
Products have reached iconic status
Symbolic consumption value damage of brand image brought by counterfeits
-oversaturation of women’s luxury shoe segment
-economic crisis leading to more conservative consumer habits
-inability to control the association of the product to counterfeits -diversification (christian louboutin beaute)
-expansion within emerging markets
-building brand community -counterfeiting of louboutin
-trademark battles for the “iconic red sole” (legal bout with YSL) Manolo Blahnik is one of the world’s most successful shoe designers.
His eponymous company now has shops or department store concessions in 20 countries, yet Blahnik has retained full control of the business and still designs every shoe—even hand-carving the wooden form around which it’s crafted—himself.
In the 1970s, when chunky platform shoes and boots were the mainstream footwear styling of the day, Manolo Blahnik turned back his attention to the stiletto heel, which has remained the brand's mainstay to this day. Manolo Blahnik shoes have rapidly become a symbol of pure classical style for the 21st century.  Started his fashion career in the 1980s. In the beginning, he started working locally with small craftsmen and then as a free-lance designer working with fashion maisons like Valentino, Thierry Mugler, Missoni, Dior, Roberto Cavalli and Ferré.
In 1994, Zanotti took over a small shoemaking company, the Vicini shoe factory, and devoted his time to designing and manufacturing his own shoes.
With a small workshop employing 15 people, including a jeweler, a heel and tree expert and an embroiderer, he started work on his first collection. Today, more than 350 skilled people work at his company which manufactures over 400,000 pairs of luxury women shoes. The Jimmy Choo philosophy is to create exclusive shoes and accessories that are both luxurious and practical for all occasions whilst creating a look instantaneously recognized as "Jimmy Choo".
The brand has developed the unparalleled capacity to present innovative and fresh collections while simultaneously maintaining the classic elegance, beauty and sexiness with which the Jimmy Choo name is synonymous. 
Owned by Labelux Group GmbH (Switzerland) ANALYSIS OF COMPETITORS Manolo Blahnik is one of the world’s most successful shoe designers.
His eponymous company now has shops or department store concessions in 20 countries, yet Blahnik has retained full control of the business and still designs every shoe—even hand-carving the wooden form around which it’s crafted—himself.
In the 1970s, when chunky platform shoes and boots were the mainstream footwear styling of the day, Manolo Blahnik turned back his attention to the stiletto heel, which has remained the brand's mainstay to this day. Manolo Blahnik shoes have rapidly become a symbol of pure classical style for the 21st century.  The Jimmy Choo philosophy is to create exclusive shoes and accessories that are both luxurious and practical for all occasions whilst creating a look instantaneously recognized as "Jimmy Choo".
The brand has developed the unparalleled capacity to present innovative and fresh collections while simultaneously maintaining the classic elegance, beauty and sexiness with which the Jimmy Choo name is synonymous. 
Owned by Labelux Group GmbH (Switzerland) Started his fashion career in the 1980s. In the beginning, he started working locally with small craftsmen and then as a free-lance designer working with fashion maisons like Valentino, Thierry Mugler, Missoni, Dior, Roberto Cavalli and Ferré.
In 1994, Zanotti took over a small shoemaking company, the Vicini shoe factory, and devoted his time to designing and manufacturing his own shoes.
With a small workshop employing 15 people, including a jeweler, a heel and tree expert and an embroiderer, he started work on his first collection. Today, more than 350 skilled people work at his company which manufactures over 400,000 pairs of luxury women shoes. U.S. Customs and Border Protection confiscated 20,457 pairs of counterfeit Christian Louboutin shoes at the Los Angeles/Long Beach seaport.

According to the CBP, the knock-off shoes had a domestic value of more than $57,000, meaning it cost just less than $3 per pair to make them.

Officials said there were enough of those red soles to add up to a suggested retail value of $18 million, an unbelievable profit.

Earlier this year, Christian Louboutin launched an operation to strike a blow to the counterfeit business. THREAT OF COUNTERFEIT "WHISTLER'S MOTHER WEARS LOUBOUTIN CAMPAIGN" 115 points of sale
DOS
Department stores
Multi-brand stores
Online Multi-brand 202 points of sale
DOS
Department stores
Multi-brand stores
Online Multi-brand 59 points of sale
DOS
Department stores
Multi-brand stores
Online DOS
Online Multi-brand 42 points of sale
DOS
Department stores
Multi-brand stores
Online DOS
Online Multi-brand DISTRIBUTION
CHRISTIAN LOUBOUTIN HIM SELF HAS A NET WORTH OF 85 MILLION EUROS

THE ESTIMATED NET WORTH OF THE ECOMMERCE SITE 21,26 MILLION EUROS

THE COMPANY BRINGS IN AN ANNUAL TURNOVER OF 660 000 000 MILLION EUROS
(600 000 items sold X average price 1100)



*CHRISTIAN LOUBOUTIN S.A. IS A PRIVATE COMPANY AND THUS ALL FIGURES ARE ESTIMATIONS FINANCIAL INFORMATION BRIGHT COLOURS CRYSTALS LEOPARD PRINTS RED AND BLACK 160CM PUMPS ROLLING SPIKES DESIGN CODES TRAVEL TOTES CROSSBODYS SATCHELS SHOULDER BAGS CLUTCHES WALLETS HANDBAGS BOOTS SNEAKERS DERBIES LOAFERS BOAT SHOES ESPADRILLES ACCESSORIES MEN BOOTS BRIDAL WEDGES SPECIAL
OCCASION SANDALS PLATFORMS PUMPS FLATS WOMEN MAP OF COLLECTION MAP COLLECTION VISUAL MERCHANDISING DEVELOPMENT
OPPORTUNITY CHRISTIAN LOUBOUTIN is set to enter the beauty industry, having teamed up with Batallure Beauty to form Christian Louboutin Beauté. The luxury beauty products are expected to launch late next year.

"Twenty years ago I started what I thought would be a small adventure, which ended up becoming a company," Louboutin said. "The beauty adventure is a natural extension for someone like me, who likes to empower women. To be a part of creating beauty seems like the right next step." OPPORTUNITIES THREATS CONCLUSION
Christian Louboutin has a clear differentiation from the competition by having a strong and clear positioning within the luxury shoe segment
the strong brand equity leads to a genuine connection with the consumer that can branch out to different segments
christian louboutin maintains a coherency with its product, price, place, and promotion making it a model for the luxury shoe segment TARGET:
20-40
Independent, fashion conscious, fearless, daring, social, confident women
high income,
social lifestyle, always wants to make a statement POSITIONING
sensual, flirtatious,sophisticated,edgy design, trendy, whimsical aesthetic, fantastical, french "follie bergere" mentality, iconic sensual THANK YOU! WOMEN'SLUXURY SHOE SEGMENT :MARKET ANALYSIS SHOE TRENDS FOR 2013 They are all about pointed toes, metallic finish, transparent details, and architectural shapes. An ankle strap is also a key trend in footwear for Spring/Summer 2013. FANTASY SHOES EUR 395 EUR 4450 EUR 395 EUR 505 EUR 482 EUR 495 EUR 395 EUR 495 EUR 695 EUR 595 EUR855 EUR 895 EUR 425 EUR 595 EUR 672 EUR 765 EUR 525 EUR 596 EUR 550 Men’s Sneakers Sandals Boots Pumps Manolo Blahnik Jimmy Choo Giuseppe Zanotti Christian Louboutin Pricing Chart SEGMENTATION The online demand expressed for luxury footwear products is currently booming.
More than 50% of the overall demand for the Maison category.
The results of the analysis also show that shoe brands are very strong, with 91% of the searches related to brands.
The online demand for luxury footwear is strong in Brazil : 5.7% of the global demand, compared to 2.8% in Japan for instance ; yet, Internet penetration in Brazil is 38% vs. 79% in Japan.
The fact that 40% of the demand expressed by US clients is linked to sneakers – even for brands that do not sell sneakers – is quite interesting.  Online Demand The global footwear market is expected to reach $195 billion by 2015, according to research from Global Industry Analysts, with volume sales exceeding 13 billion pairs by 2013. Market growth is predicted to rebound as consumer confidence builds in the post-recession economy.

According to the latest research China has become the world's largest market for footwear. With this rising demand, luxury shoes market in China is expected increase in the coming years more than 16% during 2012-2015.

India’s footwear market is expected to record strong growth in the years to come, reports RNCOS. The market, which has been impacted by an increasing presence of international companies, is predicted to record close to 10% annual growth from 2011 to 2014.  Global Footwear Market 2010 2011 2012 FOOTWEAR MARKET
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