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Transcript of Givenchy 2014
"His are the only clothes in which I am myself. He is far more than a couturier, he is a creator of personality."
"Balenciaga was my religion.
There's Balenciaga, and the good Lord."
First luxury RTW show
loyal customer base
no consistency in brand image and brand identity
no dream recreation
luxury image is easy to lose
dependency on designers
the number of dress craftsmen is decreasing
A modern haute couture show
Communication > education
Promote iconic products
increasing influence of social media
emerging markets (Asia, Brazil, Russia)
Positioning: Givenchy (haute couture and RTW)
Instagram/ Facebook/ Twitter/ YouTube/ Weibo
iOS apps for women and men
PR from KCD
Future: 100 DOS
+ 26 new boutiques in 2014
Retail: 20 DOS + 53 franchises
Wholesale: 800 accounts