Vivienne Westwood is a renowned British fashion designer known for her punk designs. This document provides an overview of Westwood's brand including her various diffusion lines that target different audiences, from her high-end couture Gold Label to her more accessible Red Label line. It discusses Westwood's strong brand identity defined by her rebellious designs that make sociopolitical statements. The document also covers Westwood's marketing strategies such as fashion shows, exhibitions, and magazine advertisements that feature her designs and promote her environmental causes. Celebrities are involved to help spread Westwood's messages to wider audiences.

3. ‘CONTENTS’
Introduction.................................................................... 1
.......................................................................................... 2
Definitions...................................................................... 3
.......................................................................................... 4
Target Market & Brand Positioning............................ 5
.......................................................................................... 6
Diffusion Ranges............................................................. 7
.......................................................................................... 8
Extension Ranges........................................................... 9
.......................................................................................... 10
Brand Identity................................................................. 11
.......................................................................................... 12
Environmental Campaigns........................................... 13
.......................................................................................... 14
Competitors.................................................................... 15
.......................................................................................... 16
Advertising...................................................................... 17
.......................................................................................... 18
Promotions & Publicity................................................. 19
.......................................................................................... 20
Market Communications.............................................. 21
.......................................................................................... 22
New Diffusion Range ‘Odyssey’.................................... 23
.......................................................................................... 24
Background & range description................................. 25
.......................................................................................... 26
Product, Price, USP........................................................ 27
.......................................................................................... 28
PR Campaign.................................................................. 29
.......................................................................................... 30
Bibliography.................................................................... 31
..........................................................................................
Image References........................................................... 32
.......................................................................................... 33

4. V
ivienneWestwoodisaBritishfashiondesignerandbusiness-
woman who brought modern punk and new surge fashions
into the mainstream marketplace. Since 1960 to present day
shehasbeenthedesignerandcreativedirectorforthebrand.
INTRODUCTION
She continues to design rebellious,
cutting- edge designs for women and
men. (Dillon, 2012).‘’Characteristics
of the new Westwood look are items
from the history of fashion, combined
with provoca tive topical themes.
Among her trademarks are tweed
fabrics, platform heels, and above all a
form of fem ininity, Her quirky, con-
troversialheels,andaboveallaformof
femininity. Her quirky, controversial
and eccentric status is the val-
ue and symbolic understand-
ing within society that her
brand embodies. She believes
in using fashion as a platform
to express views and stories be-
yond the realm of clothes. Her
brands marketing promotion
technique is focused on being
a religion brand, in which loyal
customers rely on, and buy into.
1

5. ‘‘When
Vivienne
speaks,
you
should
listen’’
2

6. 3

7. ‘’Marketing communications is an integrated
strategy in which all elements of promotional mix
are carefully coordinated in order to deliver clear
and consistent information across all channels. All
aspects of promotion are planned in tandem, ena-
bling marketers to create a cohesive strategy both
in terms of the message and the plan’s implemen-
tation. ‘’ (Rath, Petrizzi and Gill, 2012). This strate-
gy is important when presenting a clear message
about your product or service to your consumers
and is crucial in ensuring market success.
A brand can be defined in many terms, as compa-
nies own unique organisation identity and compo-
nent that is used to distinguishes itself from other
competitors. It helps secure future profits and
consumer relationships by gaining their loyalty to
the brand. They should assure quality and keep of-
fering their consumers new and different products
as a dependable choice amongst other competitor
offerings.
‘DEFITIONS’
4

8. ‘Target Market’
Her main target audience are con-
sumers both male and female rang-
ing from 25 to 60 years of age, who
like a unique look with a chic style
combined with attitude, with dif-
ferent shapes, patterns, textiles
and combined accessories.
Her target audiences
associate a sense of social
and environmental
awareness with Vivienne Westwood
and like to portray this through their
designer choice. The target audi-
ences are also environmentally and
politically aware due to Vivienne’s
well-known strong belief campaigns,
and the brands most popular con-
sumers are said to be from UK, USA
and Asia. She currently sells interna-
tionally, with a total of 86 countries in
5 continents, and 7 stores in the UK.
In regard to her brand position in the
market, Vivienne falls under the cate-
gory of high-end luxury fashion with
a large UK presence and reputation.
All her collections fall slightly un-
der different categories depending on
specific desired target audiences for
them. For example her ‘red label’ is
less luxurious compared to her high
fashion gold label collections, and is
also more accessible worldwide than
her premium and haute couture de-
signs. ‘’Westwood’s codification of
punk in the late 1970s represented
‘the practice of the “trickle-up” the-
ory in fashion’, which evidenced ‘a
rejection of authority in the fashion
establishment’.’’ (Baxendale, pg 37).
‘Brand Positioing’
Alexander
Mcqueen
Vivienne
Westwood
Gold Label
Dior
Luxury brand
Premium brand
Vivienne Westwood
Red Label
Paul Smith
InternationalPresence
UKPresence
Calvin Klein
Mui Mui
D&G
DKNY
5

9. 6

10. “Gold Label”, the couture
range, which she showed
in Paris and is sold in her
Mayfair store. This line
does not adhere to fash-
ion trends and is often
worn by women want-
ing to make a statement
through their style and
be more fashion forward.
‘DiffusionRanges’
’Cutting edge but classic, her collections are
unflinchingly rooted in her interests and
beliefs, whether it is human rights or classical
fiction.’’ (Vogue UK, 2014).
GOLD Label
As a brand, Vivienne
Westwood offers a vast
array of different ranges
and collections including
women and men’s RTW
and haute couture, shoes,
bags and wallets, eyewear,
diamonds and costume
jewellery, bridal wear
(RTW and ready to or-
der), watches, fragrances
and gifts. In 1993 West-
wood divided her wom-
en’s wear into two lines.
7

11. “Red Label” the pret-â-porter and diffu-
sion line follows the styles of current trends
but is still continuous with the iconic brand
image throughout, retailed at lower pric-
es. This collection is aimed at typical wom-
en’s daywear and entails lots of tartan and
plaid fabrics, body conscious and flatter-
ing cuts with eccentric design elements.
RED LabelANGLOMANIALabel
In 1998 Westwood launched her new line “An-
glomania” which was used to complete her West-
wood universe and to cater her designs and brand
to a younger and more casual daywear market.
MANLabel
“Man” her independent menswear line
made its debut and achieved internation-
al approval in 1996 in Milan.’’ Fashion con-
scious males who like a different and mod-
ern twist on a classic look are targeted.
8

12. ‘Extension Ranges’
9

13. A C C E S S O R I E S
F O O T W E A R
F R A G R A N C E
E Y E W E A R
J E W E L L E R Y
F U R N I S H I N G
L U G G A G E
H A N D B A G S
10

14. 11

15. ‘BRAND
Identity’
Vivienne Westwood has a strong
brand identity, including creative en-
ergy with her revolutionary shapes
and constructed garments, produc-
ing designs persistently ahead of the
times and always challenging con
pany’s presence such as the logo,
signage and packaging are all
strong and prominent aspects
of Vivienne. The brand im-
age and the consumers percep-
tion, coincides with the brand
‘Choice is offered
in an age of con-
formity, clothes
allow people to
project their per-
sonalities and ex-
press themselves.’
throughout designs. It is contempo-
rary, extravagant and avant gard, and
this is evident continually through-
out all her daring and impudent
products, which remain dignified
with Vivienne Westwood brand val-
ues. The corporate identity of the
brand and visual aspects of the com
identity and is
seen exactly by
its consumers
as what it wants
to portray due
to Westwood’s
brand transpar-
ency and loyal
ty. Westwood’s
retail experience,
as these are what
the consumers,
associate, relate
sumer expectations.
Historical referenc-
es and techniques
are also an occurring
element in her de-
sign approach. The
brand identity has
been strong since the
1970s punk era, with
a strong heritage and
collections relating to
contemporary issues
and historical twists
and expect from the brand. For
example, Vivienne Westwood
may be classed as a corporate
concept brand due to its famous
UK and internationally recog-
nised brand logo. Consumers to
show an ideal self or to make what
they feel as a social and ethical
impact on society may wear this.
12

16. ‘‘Buy less, choose well’’
The EFA programme provides a sustainable and re-
liable wage for the community workers and teach-
es life long skills to the employees. The products
are manufactured here, and made using recycled
local Nairobi materials, including leather off-cuts,
tent canvas and electrical wires. In conjunction to
these campaigns, Westwood believes it as an in-
vestment when consumers purchase and buy into
her brand goods that are high quality fashion and
one off pieces, due to their longer life cycles and
therefore helping to reduce current fast fashion
habits and consumerism. Many more campaigns
regarding climate change have been performed
by Westwood, and injected into designs and com-
mercially advertised, portraying her strong aware-
ness of beliefs socially and environmentally as well
as challenging fashions common preconception.
A Classic linear approach is used by Westwood
when communicating value, as well as an applied
approach in which customer services, packag-
ing design, journalism, branding, and technol
Westwood backs the Greenpeace arctic campaign, and donated 1 million to rainforest
charity ‘cool earth’. Vivienne has an EFA collection, which is collaboration with the Inter-
national Trade Centre, and works in helping to provide a sustainable income for the poor
labour workers in Nairobi.
ogies such as photography and social me dia, are all
important factors that consumers expect and rely
on from the brand. From a marketing and consum-
er perspective, the brand promises and delivers an
experience far from expectations, which keep con-
sumers interested, up to date and loyal. From a busi-
ness perspective, the brand should give a sense of se-
curity of their future earnings after purchasing from
the brand, and know that the product will last and
be an investment piece in the future. (Budha, 2014).
13

17. 14

18. Paul Smith
‘Competitors’
Due to their brand also being an
iconic British designer, Paul Smith
is also one of Westwoods high-
end luxury market competitors.
They have a distinct look and style about all their products and
continue to inject their signature style through all their pieces,
for example the prominent Paul Smith pin striped fabric. How-
ever, Westwood is one step of her competitor again due to repu-
tation being worldwide as well as the UK, whereas Paul Smith’s
brand development is limited to the UK only. (Bjorgvins, 2011)
15

19. The clothes are modern and avant garde with bold
design elements. However, due to them creating
haute couture designs, this makes the brand less
accessible to a large target audience as opposed to
Westwood who has not only produced a variety of
collections for high end haute, but has some which
are ready to wear and aim at the younger generations.
VivienneWestwoodsdirectrivalcompetitorinthehigh-
endfashionmarketisAlexanderMcQueen,
due to their reputation in fine tailored products and
creativity throughout their collections and overall
brand. They target the same audience as Westwood,
with consumers that have an eccentric and fierce style.
16

20. Westwood’s communication
model is expressive due to her ec-
centric and sometimes controversial
advertisements, designs and typogra-
phy, which make bold statements to
issues effecting society socially and
economically, whilst portraying the
brand image and status. Imagery is
one are where luxury brands are able
to make a large impact on consumer
perception whilst also aligning values
of issues such as ethics and sustaina-
bility. Due to the brands reputation,
Westwood’s media strategy for her
advertising is simple yet very effec-
tive. The use of TV, radio or billboard
advertisements is unnecessary for
such a respected and prestige brand,
therefore only magazine prints and
online advertising takes places. Vivi-
enne Westwood herself is the icon-
ic face of her brand, therefore she is
featured in each and everyone of her
magazine spreads which are always
eccentric, distinctive and reflect her
personality throughout and to rein-
force the brands message. They con-
tinue to portray the brands heritage
while showing off her latest collec-
tion on the models, as the history
of Westwood is essential to convey
in their style and imagery through-
out all prints. (Bjorgvins, 2011)
As the brand is notoriously British,
these prints are mostly present in
UK magazines, however other mag-
azines that she has known to be fea-
tured in are Vogue, Marie Claire,
Grazia, Elle and Vanity Fair. These
all feature high-end fashion adver-
tisements aimed at their fashion for-
ward readers. Her online presence
is also important as Westwood has
to make sure she communicates the
brand ethos in a captivating way on
her website, as online shoppers are
known to make snap judgements
about the brand within the first few
seconds of viewing. Due to the grow-
ing impact of social media, Vivienne
Westwood must keep up to date and
present. She is featured in profession
‘ADVERTISING’
17

21. al blogs such as the Vogue edi-
tors, with street style blogs by un-
known editors promoting people
in the street styling Westwood’s
garments together in their own in-
dividual style. In relation to using
advertising at a different angle and
reaching a wider target audience,
she archives her activities, cam-
paigns and beliefs on the website
‘Climate Revolution’ where con-
sumers can get involved more and
read further about these issues she
portrays throughout her brand.
18

22. ‘PROMOTION’
‘PROMOTIONS
&
PUBLICITY’
‘’Fashion shows for Westwood have also become
an opportunity to talk about her beliefs. Celebri-
ties are often the key to getting a message across,
and Vivienne hopes to do more work with fa-
mous names. (Thorpe, 2014).’’
which high end fashion brands
use to promote their new collec-
tions and is a way of engaging
with the consumer, and for them
to take a look further into their
current designs. ‘Vivienne West-
wood today continues to show
in Paris, Milan and London. She
uses the medium of her shows to
talk about culture and politics,
more specifically about the ur-
gent need to act against climate
change.’ (Thorpe, 2014). Fashion
shows are another medium used
In 2004 Westwood hosted a
retrospective exhibition at the
V&Atocelebrateher34yearsin
the fashion industry. The exhi-
bition toured the world for over
4 years and was shown in over
ten cities worldwide, which was
a change to get her brand im-
age and status more recognised
as well as the understanding to
her consumers of her designs
and collections The technique
of holding exhibitions is one
19

23. for promoting and publiciz-
ing a brand and this technique
is one of the most popular used
by Vivienne. As quoted by The
Guardian, ‘’Fashion shows for
Westwood have also become an
opportunity to talk about her be-
liefs. Celebrities are often the key
to getting a message across, and
Vivienne hopes to do more work
with famous names. As quoted
by Westwood “Public opinion
is very responsive to celebrity.
The first thing I tend to do is ask
cial milieu, since they functioned
also as meeting places where the
customers and those behind the
counter got to know each other
and met up later in the pubs and
clubs.’’ (Stanfill, 2002, p. 339). Mi-
chael and Gerlinde Costiff, devot-
ed customers of Westwood from
the outset of her career, played
an important marketing role
in hosting parties that attract-
ed a specific ‘set’ of flamboyant
trendsetters that came to idolise
Westwood.’ (Baxendale, pg 37).
them for a small amount of mon-
ey, something that means nothing
to them. Then they feel involved,
rather than as if they are just do-
ing me a favour.” (Thorpe, 2014).
Westwood’s shops ‘’SEX and Se-
ditionaries’ were a very effective
means of publicising Westwood’s
designs, placing her work out on
the street and in close proxim-
ity to potential customers and
investors. Such was their suc-
cess that the stores facilitated
the formation of a distinctive so
20

24. Vivienne Westwood
has created a strong-
er overall image for
her brand due to her
variety of different
lines under her brand
name. As Westwood
is known as a high-
quality luxury brand,
she can easily shift into
new developments and
retained her loyal cus-
tomers throughout,
as they know what to
expect from the name.
‘MARKETCOMMUNICATION’
21

25. T
he brands different line offerings are
all aimed at different target markets
therefore hold different price brack-
ets. Westwood manages to retain
and hold her rightful and original position in
the market, whilst aiming different collections
to consumers in other markets. Her collec-
tions all have different looks but elements of
her brand identity are retained and contin-
ued throughout all the lines such as her col-
our semiotics. The colour red, which portrays
passion and feelings, is continuously inject-
ed throughout all her collections, some more
than others, whilst black conjunctively is con-
tinued, reflecting elegance and mystery. Her
‘red label’ is aimed at a younger market with
a lower budget, therefore to adjust to this dif-
ferent target market, Westwood has designed
the clothes to be more trendy and in keeping
with current trends, also looking less extrav-
agant and therefore appealing to the wider
younger generation. Westwood continues to
up her international profile and accessibili-
ty of her brand through collaborations with
major designers. She is ‘’currently in collab-
oration with denim label Lee and Brazilian
footwear brand Melissa, offering affordable
pret-a-porter designs available from online
fashion outlet and social media site ASOS.
Her uses of social media will also her to reach
out to her younger consumers.’’ (ASOS, 2012).
22

26. 23

27. 24

28. ‘MYTHICAL
DECADENCE’
Westwood is highly regarded among cognoscenti around the world for her trade-
mark punk styles, structured jackets and tartan tailoring, and since, her global
reach is on a constant growth spurt. Due to Vivienne Westwood’s high brand status
and renowned/distinct style, identifying a new diffusion range has to be carefully
evaluated in order to aim at the correct target consumer and maintain her brand
ethos.
25

29. After conducting primary research on her current
Westwood’s rang-
es are revolved
around the eccen-
tric, historic and
punk element
d i f f u s i o n
and exten-
sion ranges,
I have iden-
tified a gap
in the mar-
ket in which
spirations
that these
aspects can
be contin-
ued and in-
corporated
throughout.
Westwood can implement a new diffusion range to
attract a new set of target customers. As all West-
wood’s ranges are revolved around the eccentric, his-
toric and punk element, I have thought of range in
ODYSSEY
RESEARCH
My diffusion range ‘Odyssey’ (meaning a adventur-
ous journey/ experience in a story based on folktale),
will have an enchanted and mythical wonder theme,
designed and inspired by nature, femininity and
mystic decadence, with a mixture of more natural
colours such as greens, taupe’s and pale pinks. Flicks
of inky floral smudges dispersed across designs will
be used to continue Westwood’s icon staple attitude
and danger twist, being portrayed through the dark
forest elements. Designs will be delicate and femi-
nine with undulating waved hems, but also showing
a sense of restraint with the structures and bodices.
Westwood historical references will be continued
with Elizabethan effect ruffles and high collars, with
further nature referenced detail cascading down
the arms. Garments will be festooned with encrust-
ed floral and vine details, injecting nature twists
in accordance to the whimsical world influence.
26

30. 27

31. Product & Price
This product range will feature an array of
different bodices, skirts, dresses and some tai-
lored pieces. This range leaves room for dif-
fusion and growth towards extensions prod-
ucts such as accessories and fragrances, if it
were that the range became successful under
the brand. The pricing strategy for the new
diffusion range must remain in-keeping with
the luxury brand ethos and prices throughout
similar diffusion ranges, therefore they will
replicate the prices of her ‘red label’, which
are marketed at lower retail prices in contrast
to her Gold, Man and Anglomania lines. The
target consumer will be female between the
age brackets of 25-35 who likes a feminine
twist on her slightly eccentric, quirky and in-
dividual style. These prices will help to aim
at a younger demographic with lower budg-
ets, which I feel is the sector of the market
that lacks engagement throughout her other
brands ranges, and that will mostly be of inter-
est and attraction towards this diffusion range.
Unique Selling Point
Odyssey’s USP will be the fairy-tale/mythical
creature twist featured on all these garments,
with a more girly, decadent and feminine twist
in contrast to Vivienne’s other product line
styles. The mystic realm prints and décor used
will be recognisable and continued through-
out design elements of all the products.
28

32. PR Campaign
T
he marketing aspects of the new diffusion
range will include many different devel-
opment stages before Odyssey reaches the
public eye of its target audience. A PR and
integrated marketing campaign with con-
sistency throughout online and offline ad-
vertisements will need to be developed
for the launch of this new range. This will first in-
clude digital fashion advertising of the luxury brand
via Vivienne Westwood’s official online website fol-
lowed by other social media platforms including
their Instagram account, featuring updates and the
identity/inspiration of the soon to be revealed brand
with which consumes can first engage. This is com-
pleted after the creative direction and understand-
ing of the target market has been evaluated and pin
pointed. A Pop-up shop promotion event will then
take place to show the new exclusive range in a new
and neutralised environment, making the whole am-
bience related and tailored to Odyssey’s style and to
really show off the brand ethos. The pop-up will be
stated in Covent Garden, a busy, exciting and ac-
cessible area of London, which is in the media and
celebrities eye. The pop-up will be used for a press
launch day, where all press will come along to traf-
fic samples and take shots of the garments, pulling
out specific garments which they will take away
and shoot for their following monthly press release
for extra brand coverage. High status celebrities or
their stylists which fit with Westwood’s brand im-
age, will contact the luxury brand and receive invites
to this event to drive the brand status and product
29

33. The post 3 months embargo
date will be set for the press
release, before the in store
launch to keep Odyssey ex-
clusive, and a brief press re-
lease will also be featured on
Westwood’s official website.
Media coverage will then
include a set of editorial im-
ages and a print interview
with Vivienne herself talking
about the new brand, in high
end fashion magazines such
as Vogue and Marie Claire,
as well as magazines such
as Elle and InStyle who are
aimed at the slightly younger
fashion forward demograph-
ic. These images will be shot
in a style that reflects the
ranges USP and a selection of
her key items and products.
The print should include
Vivienne Westwood
is renowned for her
halo effect advertise-
ments and eccentric
prints in high- end
fashion magazines
a full description of the diffusion
range, including the inspiration and
whom it is aimed to attract and be
marketed at, inviting new consum-
ers to an insight into the brand. As
Vivienne Westwood is renowned for
her halo effect advertisements and
eccentric prints in high- end fashion
magazines, endorsement and celeb-
rities to be the model faces of the
brand, is a clever way of pushing Od-
yssey’s image. Once all press days and
releases have been covered, the final
unveiling to the public will take place
firstly in her main store ‘World’s End’,
Kings Road, London, which was the
original and first store to be opened, making it more of an exclusive event for viewers. The AIDA adver-
tising method has been successfully cemented throughout the wholte PR Campaign and promotinoal mix.
30

34. • ASOS, (May 2012) Vivienne Westwood Anglomania for Melissa. [Online] Available at:
http://www. asos.com/au/Women/A-To-Z-Of-Brands/ Vivienne-Westwood-Angloma
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[Accessed 6 Nov 2014].
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