This week I worked with the Italian luxury fashion house Valentino, now owned by the Qatari royal family. In this presentation you will find a brief history of the brand, my interpretation of its DNA and the Luxury Codes Prism applied to it step by step. Please check the Google Presentation to enjoy the full audiovisual experience: https://docs.google.com/a/ied.edu/presentation/d/1IBIOkiAfAq4ipSJ2OOTF7k-y8Y5yKXRFEF9Ka1Ur_Gc/edit?usp=sharing Feel free to comment!

1. Juan Pablo Zuluaga & Charlotte Bontemps
Luxury, an overview of Valentino
Luxury Management
IED Barcelona
2016

2. Outline: Luxury, an overview of Valentino
1. Introduction
1.1. Brief history of the brand
1.2. Brand DNA, references, space and time.
2. Proposal
2.1. The Luxury Codes Prism©
· Does the brand follow them?
· American or French approach to luxury?
2.2. The main brand differentiation
2.3. Positioning and target
A day in a life of…
3. Recommendations
3.1. What can be improved?
4. Bibliography

3. 1.1. Brief history of the brand
1960 Valentino is founded by Valentino Garavani, later joined by
Giancarlo Giammetti
1962 Valentino showed his first couture collection in Florence
1969 The first Valentino store is opened in Milan
1975 The first Valentino ready-to-wear collection is shown in Paris
2007 45th anniversary of the house. Valentino Garavani retires.
Maria Grazia Chiuri and Pierpaolo Piccioli are appointed as Creative
Directors
2016 1300 points of sale across the globe, $644M revenue 2013*

4. 1.2. Brand DNA, references, space and time
40’s & 50’s Haute Couture
evening wear 60’s Hollywood Socialites Aristocracy
Haute Couture FW 1961 Collection, Elizabeth Taylor Jackie Kennedy, New York, 1976Valentino learned from Jean Desses
Red Valentino
“Fiesta” dress, SS 1959

5. 2.1. The Luxury Codes Prism©

6. 2.1. The Luxury Codes Prism© - History / Tradition
The Mirabilia Romae diffused exhibition is an ode to
the cultural, artistic and architectural heritage of
Rome, Valentino’s eternal source of inspiration.
“Is an invitation to look into the past in order to
pursue the right perspective for interpreting the
present and imagining the future.”
(Valentino.com. 2016)

7. 2.1. The Luxury Codes Prism© - History / Tradition
A Tribute to Iconic Values is a short film that
encapsulates the personal lives of Valentino’s
Creative Directors Maria Grazia Chiuri and
Pierpaolo Piccioli. It depicts how their creative
vision is mixed with the broad heritage of the
brand, and how this is translated into exquisite
haute couture pieces.

8. 2.1. The Luxury Codes Prism© - Art
Valentino renews its creative universe through collaborations. This is Water
Song by Christi Belcourt, and its translation into the Valentino’s Water Song
Collection.

9. 2.1. The Luxury Codes Prism© - Art
This is the artwork by street artist Solo
at our 5th Avenue Flagship Store. The
giant mural, dedicated to the new
#WonderWomanValentino collection

10. 2.1. The Luxury Codes Prism© - Art
Maria Grazia Chiuri and Pierpaolo
Piccioli will create the costumes for
Flora and for the Chorus, for La Traviata,
in collaboration with the Teatro dell’
Opera costume workshop. Sofia
Coppola will be the director.

11. 2.1. The Luxury Codes Prism© - Technology
Landing page and e-commerce platform
powered by the Italian Group Yoox Net-A-
Porter.

12. 2.1. The Luxury Codes Prism© - Technology
Outstanding cross platform coverage, presence
in 9 social media platforms, including the Asian
markets: Weibo, Youku, WeChat

13. 2.1. The Luxury Codes Prism© - Technology
Shop the instagram look via www.instashopvalentino.com
>

14. 2.1. The Luxury Codes Prism© - Pedagogical Function
“From Memory to Creativity,” a performance that gives
a first-ever glimpse behind the scenes look at the
Valentino Atelier. Inside the installation at the fashion
house’s Miami flagship store, you’ll experience
firsthand how each work of art—whether it’s a
couture dress or a painting—can be a complex, often
painstaking process of genius.

15. 2.1. The Luxury Codes Prism© - Craftsmanship know how
From inside of the atelier, through the hands of the artisan, towards the finished product. Hand painting, hand
sculpting and embroidery along with the antique finishing techniques. Made in Italy is always present but is not
the main selling point.

16. 2.1. The Luxury Codes Prism© - Exclusive style proposition
Rome is the beating heart their own Italian heritage
Works of art : more than 6 people to create a dress
-Plain black pieces with gold pendant necklaces
-Leather flowers trellised a sheer tulle cape
-Minuscule beads added substance to a lace gladiator
minidress.
-Arch motif
-Double-face wool and velvet cape
An eagle, a symbol of imperial Rome. It was the same bird
that contractors found on the ceiling of the house's Roman
atelier during its recent renovation.
ancient symbols all over the collection
>> Elitism and Escapism
V

17. Silk chiffon
Silk Satin
Metallic cloque
Metallic Boucle
Budellini
is a couture technique specific to Valentino, where double charmeuse silk is rolled
and sewn around a looped length of wool.
Drappeggio
Meaning drapery or folds, drappeggio is a couture technique with chiffon and crepe
silk draped on the bias
Incrostazioni
The word translates from Italian as “deposits” or “encrustations”, which gives a
vivid picture of the relationship between the cut lace and the base fabric.
Nervature
The architectural “rib” structures in, for example, the ceiling of a gothic church. In
couture it refers to the line detailing created when double-seamed organza silk is
applied in strips to create a rib- or vein-like pattern on a dress.
2.1. The Luxury Codes Prism© - Rarity use of materials, fabrics and techniques

18. 2.1. The Luxury Codes Prism© - Limited edition and customization
2,000 numbered copies, signed
by Valentino Garavani
limited-edition sneakers for
fashion week.
Limited Edition Uomo Edition
Noire
- Tailoring services
- Pre-order
- Customizable accessories in shades of the brand’s iconic red color,
allows consumers to place personalized studs on pumps, handbags
and small leather goods.

19. 2.1. The Luxury Codes Prism© - Questions
· Does the brand follow them?
Valentino utilizes every luxury code available in the prism.
- An iconic founder
- Its strong relationship with Rome and its cultural and
artistic heritage
- The artistry of the handmade
- The rareness of its materials
- Its undisputable red
- Its limited editions with premium pricing
- Its aristocratic and socialite clientele

20. 2.1. The Luxury Codes Prism© - Questions
· American or a French approach to luxury?
French
The priority is on the object, perfect, regardless of material
used.
The treatment of the raw material.
The accent is on the process before the final object -> The
artisan
Savoir faire, tradition

21. Strong aristocratic
connection
2.2. The main brand differentiation
The red
Valentino
Rarity on the materials,
processes and techniques
The myth of the
creator

22. - Traditional with hints of
modernity
- Artistic
- Romantic
- Sophisticated
- Exclusive
2.3. Positioning

23. A chic young clientele that belongs to the new generation of international
jet setters. Also a loyal customer from the upper class .
Cultural International Upper classTraveler Powerful jet-setters
2.3. Positioning and Target / Moodboard

24. 2.3. Positioning and Target / A day in the life of Naomi Watts

25. 3.1. Recommendations / What can be improved?
An alliance with Ebay Inc:
- Enhance in store experience with "interactive walls",
allow the client not only to browse across brand
content and collections, but also to select and ask
for items to be placed in the fitting room, and a drink,
why not?
A prize for young artists:
- Increase recognition and engagement among new
generations of artists by promoting and sponsoring
the most talented ones.
Create co-created capsule collections with the winners

26. Thank you for your time
Juan Pablo Zuluaga & Charlotte Bontemps
Luxury, an overview of Valentino
Luxury Management
IED Barcelona
2016

27. http://fashionista.com/2014/03/valentino-revenue-2013
http://tirellicostumi.com/en/collaboratore/valentino_157
http://marconevalentine.blogspot.com.es/2012_03_01_archive.html
http://museemagazine.com/culture/art-out/ron-galella-55-years-a-paparazzi/
https://www.google.com/culturalinstitute/u/0/asset-viewer/QgGTvtIv2473ZA?hl=en
https://purestyleedition.wordpress.com/category/fashion-houses/page/2/
https://es.pinterest.com/pin/318770479853459693/
http://arabia.style.com/people_parties/valentino-art-basel-miami-mirabilia-road/
https://issuu.com/cocoandcake/docs/strategic_plan_final
4. Bibliography