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Transcript of Roberto Cavalli
Roberto Cavalli is a desirable lifestyle empire
Established in 1970 by launching his first collection.
Created first denim collection in 2000 (later this range was called 'Just Cavalli').
Received an award for 'his role as an Italian fashion ambassador worldwide' (WWD, 2013).
BRAND POSITIONING- ROBERTO CAVALLI
It is a luxury brand with a unique recognizable DNA among others
Proposition is validated with unique, appropriate and original products
Multichannel distribution system (physical stores and e-store)
BRAND EQUIY PYRRAMID
CAVALLI: INTERNATIONAL OR GLOBAL BRAND?
- To reposition itself to become a global brand.
- Just Cavalli needs to be absorbed by main brand as it is no longer relevant.
- To create a connection with art and culture.
- To favor its core clients.
- To develop a brand signature/timeless product.
Cavalli specializes in textiles with exotic, vibrant, colourful and bold prints.
Some of his most famous patterns resemble zebra and tiger stripes and leopard spots.
It is visually evident that he is strongly inspired by nature but takes inspiration from the everyday.
According to Cavalli "nature is my main source of inspiration- I will never stop taking hints from what I call the greatest artists"(Jones, 2006: 42).
He suggests that these great artists are GOD or mother nature which prehaps means that he is a strong believer of natural beauty and absorbs this into his creativity.
He uses techniques and procedures to produce certain prints and themes on specific types of fabrics which have never been done before.
This includes: printing on leather and stretching denim using a sand blast process.
He uses a range of fabrics including: denim, silk and velvet.
Cavalli's work is mostly worn by celebrities and wealthy people or promoted by models and celebrities. He dress's the worlds most famous people such as Victoria Beckham, Kate Moss and many more.
peculiar lifestyle brand
unparalleled market positioning
favored by celebrities
brand identity in an asset
new wave of Cavalli's women's collection
lack of globalization growth
few designer collaborations (need more)
offer and modify advertising messages
build a multi-tier brand portfolio
keep customer loyalty without extreme discounting
adopt savvy strategies
plans for international growths
collaborations with other successful brands
previous recession hit
sustainable issues against the use of animal skin
But has also created outfits and costumes for tours and events for the Spice girls, Beyonce and many more.
In 2007, Roberto Cavalli collaborated with H&M. He did this because he was trying to attract a different target market, as placing his designs in H&M meant that it was affordable so more people could experience the glamour and sexiness of the brand but this is also an effect of globalization. "The collection is built around a selection of Roberto Cavalli's favourite pieces throughout the years"(Bosch, 2006)
By collaborating he expresses different culture and aesthetic feel in his clothing.
Cavalli has a
Galaxy business model
because it does not have a hierarchy, and is entirely separate.
The brand remains sovereign however operates multiple brand departments, and the success of one does not depend upon the success of any others.
Cavalli almost sells everything from ready-to-wear, accessories, perfumes, cafes and clubs.
Every Cavalli product is an entry into the brand universe and each sub brand offers a complete selection linked to each usage, moment, or occasion.
In the galaxy model, the
sub-brands are all equal
: they are all variants on a single concept at the center of the galaxy, differing according to the moments and occasions or gender (women’s and men’s lines).
Therefore, there are no very creative, superior products and other, non-creative, inferior products (Kapferer & Bastien, 2012).
Roberto Cavalli website, 2015
Recently Cavalli teamed up with the best known italian liqueur Disaronno for limited edition bottles.
The bottle is wrapped in a specially made animal print pattern, inspired by the Cavalli Pre-Collection 2015's theme of exotic safaris.
Because he wanted a more global presence.
To create collectable items.
The designer brand includes:
Roberto Cavalli home
Roberto Cavalli Perfumes
The lifestyle brand includes
Roberto Cavalli Chocolate
Cavalli Tenuta Deglidei (Wine)
The fashion house is now under the creative direction of the newly appointed Peter Dundas
On 30th of April 2015 it was announced that Italian private equity fund Clessidra acquired control of fashion house Roberto Cavalli on Thursday for an undisclosed sum, concluding one of the longest running courtships in the luxury goods industry (BOF)
Clessidra invests in different ventures. It helps brands become global. Italian found supports Italian connections and aids globalization
HOW CAVALLI SHOULD BALANCE ITS COMMUNICATIONS FOR DIFFERENT TARGETS AND GOALS
By 1990s Cavalli's business expanded as he concentrated on making a luxury lifestyle brand.
So far he has opened: 4 clubs in Dubai, Milano, Miami and Ibiza.
Cafes in Delhi, Beirut, Firenze, St Tropez, Dubai and Riyadh.
Vodka as well as making wine and distrubuting it worldwide.
Also sells Roberto Cavalli CHOCOLATE.
Whatever the influence, his Cavalli style is foremost
Dubai club consists of a restaurant and lounge.
From my visit to the Dubai club, I remember being blown away by the interior design and layout. On entering the Cavalli club there was a feeling of indulgence and royalty that comes hand in hand with the Cavalli style. Cavalli’s style, consists of wild but comfortable zebra and leopard print chairs with a big beautiful crystal chandelier above each table was seen throughout the three floors, from the ceiling to the ground it is covered in glamour and the refined service really adds to the luxury of the club.
Club Milano’s interior design has more of an industrial chic feel as exposed air vents are used to give it an unfinished look and the commercial lighting scaffolds which are seen almost looks like a studio, alongside metal and glass materials that are used throughout the club.
Club Ibiza, is more of a casual relaxing lounge with simple interior but with touches of animal print on chairs, table clothes and pillowcases.
We interviewed the business advisor for the Sheikh of Saudi who claims that “The Cavalli club in Miami is more of a restaurant/lounge- the food is disgusting, overrated and small. However the decoration in Dubai is much better and way bigger.”(Noraiee)
Club Miami is mostly aimed at socialites and celebrities. The interior is similar to club Dubai with animal prints decor and table clothes, however customers are able to experience the ‘Cavalli style’ on the balcony by the beach.
Which perhaps suggests that Cavalli wanted to create an ‘international style’ platform to express his cultural identity using materials inspired by his homeland.
Roberto Cavalli is able to show that his brand is strong enough to expand beyond its space and offer loyalty to consumers whilst designing a wide range of beautiful interiors for different areas of an inside space.
The home collection includes interiors, linen, luxury tiles, luxury glass, wallpaper and luxury tableware.
His inspiration for this collection comes from making and interior designing his own home in Italy and as you can imagine it will all be unique and extravagant.
Using the philosophy of his brand he has given “great care and attention to the choice of materials and fabrics, the matching of pieces and processing.”
At all times he likes to focus on the women’s figure and femininity and is the same when designing for the home.
Furthermore, customers are able to experience pure luxury with the home ware collection including his cutlery whilst eating and drinking.
Source: Kapferer, 2012
Arroyuelo, J. (2001)
. USA. Assouline publications.
Bosch, M. (2006). Press Release.
Roberto Cavalli at H&M
. [Online] Available at http://about.hm.com/en/news/newsroom/news.html/en/roberto_cavalli_hm0.html . Accessed 6th December 2015, 17:35pm.
Cavalli, R. ‘I started my life as a designer on tip toe’.
Roberto Cavalli blog
. [online] http://robertocaval- liblog.com/366-i-started-my-life-as-a-designer-on-tiptoe/ . Accessed on 6th December 2015.
Cavalli, R. (2010)
. USA, Rizzoli international publications inc.
Jones, T. and Rushton, S. (2006)
. USA, Taschen.
Keller, K. L. (1998). Strategic Brand Management-Building, Measuring and Managing Brand
Equity. Englewood Cliffs: Prentice-Hall.
Keller, K. (1998). Strategic Brand Management. Building, Measuring and Managing Brand
Equity. Englewood Cliffs: Prantice-Hall.
Kotler, P. (2000). Marketing Management (Millenium Edition ed.). Prentice-Hall.
Kotler, P., & Armstrong, G. (1996). Principles of Marketing (7 ed.). Upper Seddle River:
Kotler, P., & Keller, K. L. (2006). Marketing Management (12 ed.). Upper Seddle River:
Source: Adapted from Kotler & Keller(2006).
Product- Roberto Cavalli, Just Cavalli, Cavalli Class, Roberto Cavalli junior
Price- very uneven Strategy
Promotion- inconsistent/very confusing
Placement- Rethink of what distribution Channel fits Cavalli's image
Source: Adapted from Keller(2008)
WHAT IS ROBERTO CAVALLI NOW AND WHAT IT NEEDS TO BECOME
Adapted from Michael E. Porter, Competitive Strategy, 1980
Roberto Cavalli needs to have a clear communication in terms of promotion/advertisement
If needed they can consolidate all their brands into one and called it “Cavalli” to give it more of a global appeal
Enhance existing products and creates new ways to fuse craftsmanship with modernity.
At the heart of a Roberto Cavalli unique selling point (USP) should be their craftsmanship and artisans, like the procedures to printing on specific types of fabrics, printing on leather and the stretching of denim using a sand blast. Example Bottega Veneta’s “Intrecciata” hand weaving technique
Tech Savvy and effective CRM systems
Effectively managing the way in which detailed consumer information is captured and then turning it to a brand’s advantage will enhance the competitive positioning of luxury groups the brands.
Serve the traditional customers segment while reaching to other customers who aspire to be luxury consumers
Expand into high growth market like Accessories and leather goods but still being very exclusive
Maintain a clear identity strategy of the brand.
adapted from Kapferer (2004)