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Givenchy 2014

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by

Maarja-Linda Taur

on 14 February 2014

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Transcript of Givenchy 2014

Maison Givenchy
1952
Audrey Hepburn
1953
Balenciaga
"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."
1953
First luxury RTW show
1954
L'INTERDIT
1957
1988
1995
1996
2001
2005
DESIGNERS
IDENTITY
chic
ladylike
innovative
elegant
refined
classical
pure
aristocratic
avant garde
gothic
innovative
elegant
melancholic
romantic
sensual
EXPENSIVE
INEXPENSIVE
MODERN
CLASSIC
HAUTE COUTURE
REDUX
PRODUCTS
apparel
leather goods
jewelry
footwear
lingerie
accessories

DISTRIBUTION
PROMOTION
CELEBRITIES
CELEBRITIES
heritage
iconic celebrities
modern
loyal customer base
leather goods
weak communication
no consistency in brand image and brand identity
no dream recreation
luxury image is easy to lose
dependency on designers
currency fluctuations
the number of dress craftsmen is decreasing
RECOMMENDATIONS
> UHNWI
A modern haute couture show
Communication > education
Paris exhibition
No Redux-ions
Promote iconic products
growing UHNWI
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
THANK YOU!
QUESTIONS?
Future: 100 DOS


+ 26 new boutiques in 2014


Retail: 20 DOS + 53 franchises
Wholesale: 800 accounts
Full transcript