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Fashion Marketing Project - Valentino
Transcript of Fashion Marketing Project - Valentino
- cocktail dresses - day dresses - evening dresses Accessories - belts - foulard - gloves - hairbands - necklace - pouches - smart phone covers - wallets - small shoulder - medium totes - clutches - double handle bags Handbags - leather jacket - coat - jacket Jackets and Coats - knit top - cardigan - sweater Knit wear - pants - skirt Pants and Skirts Shoes - ballerians - booties - boots - mary janes - open toe pumps - platform sandals - pumps - rainboots - sandals - down jacket - trench Sportswear T-shirt Couture Fur - jacket
- leather jacket
- knit wear
- leather shoes RED Valentino - dresses - pants - skirt - coats and jackets - shoes - t-shirt - handbags - accessories Valentino Garavani List Price of products : 2,400 - 4,500 RMB Valentino timeless - accessories - watches : 2,000 - 15,000 RMB : 7,000 - 20,500 RMB - handbags Valentino - shoes : 4,000 - 9,000 RMB - This product line offers a large variety of products from ready to wear
to haute coute and accessories for both male and female.
- Futhermore, from the choosing of materials, the cutting and tailoring of
garments, it is obvious that this product line's target customers are people
who is after luxury products with a touch of modern elegance. - RED Valentino is another product line
targeting a younger market
which is established to offer a different
point of view from Prêt-à-Porter, represents
the Valentino woman's contemporary
and unconventional style. - women's wear : 6,000 - 30,000 RMB - fur : 20,000 to 150,000 RMB - men's wear : 6,000 - 30,000 RMB - perfume : 500 - 900 RMB - glasses : 1,300 - 2,000 RMB List Price of Products RED Valentino : 3,000 - 6,000 RMB : 2,000 - 3,500 RMB : 2,000 - 4,000 RMB : 3,000 - 5,500 RMB : 4,000 - 6,000 RMB : 4,000 - 5,000 RMB : 800 - 2,000 RMB : 2,500 - 4,000 RMB - dress - pants - skirt - sweater - jacket - handbags - accessories - shoes - since RED Valentino's target market is the younger
generation, the price level of this production line is
generally lower than the main product line. Discount - Annually, Valentino will held a
"Friends & Family Sale" with a discount
up to 90%.
-watches Glasses - Valentino has stores located
worldwide, mainly in better
developed countries where more
luxury products customers are found...
Taking China as an example,
Valentino Stores are mainly found in
bigger, well developed cities like
Hong Kong, Shanghai, Beijing,
Hangzhou and Guangzhou... Besides boutiques... Valentino also offers online shopping
on their own website as another channel
for customers to shop for their products. - once registered as their online store
member, one can enjoy exclusive discount
and receive newsletter on their latest products - customer care services are provided
for online shoppers, which includes... - shipping - size charts - return and refund ... which ensure that customers have aconvenient
and happy shoppping experience brought by
the online store. Thanks for watching* - Celebrity Endorsement - Valentino invites famous celebrity
all arcoss the world to wear their products
to attend different events. Some of their
products are given to the celebrity as a gift while
others sign contracts to be the company's
endorsement. - In China, famous celebrity such as
Fan Bingbing, Shu qi, Tang Wei and Chiling
are often seen wearing Valentino's dresses
to varies 'media-heavy' events like movie
premieres, product lanching ceremonies, film
festivals, fashion shows and other red
carpet events - this huge amount of media
attention on the celebrity helps to
promote Valentino's product, as the pictures
taken of celebrity wearing the company's product will
not only be featured in entertainment media but also in fashion
blogs and magazines all across the world. - besides celebrity endorsement,
the company also invites famous
people as their front row guest in
their fashion shows.
E.g. Alexa Chung, FanBingBing and
Carina Lau - In addition to those,
commercials are also a way the
company uses to promote products.
- These ad campaign can be found in
magazines, the internet and on
billboards everywhere like outside the
shopping malls and in the subway.
- Plus, Valentino also launches
advertisments in form of short
clips which are broadcasted on
TV, before movies and on
roadshow in public transports
(taxi, bus and trains) - Fashion Shows - Ad Campaign - Every season, fashion shows are held
by the company to showcase and promote
the latest products. These fashion shows are also
featured in various fashion websites,
such as style.com
and net-a -porter.com - except their own online store,
the products of Valentino are also
sold in other online stores such as
NET-A-PORTER.COM - Discount - discounts and special offers are
given at the end of every season and
on special dates to promote sales - Endorsement - Celebrity endorsement is one of most
often used strategy to promote by Valentino.
By signing contracts with celebrity or giving
out products to them as gift, Valentino thus
ensures that their products are seen wearing
by famous celebrities in various events such as
movie premiere, launch parties, film festivals
and other red carpet events.
- In China, famous celebrities such as
Fan Bingbing, Tang Wei, Chiling and Shu Qi
are often seen dressed in a Valentino dress to
various events. - Gimmicks The End - Website - pop-up stores - Charity sell - Virtual museum showcasing classic
pieces throughout the history of
Valentino. - The company has established their
own website which includes everything from the
basic information of company, differnt products, ad campaign
to location of stores worldwide.
- The company also updates the site with lastest news and send newsletters
to their registered members as a channel to promote their own products. - Crossover - the most recent crossover project
done by Valentino is crossing over with
Gap, which is a younger popular brand
based in the US and Canada.
By doing so, both company attain more media
attraction and consumer's attension thus may have
enlarge their markets.