Fashion Brand Managment - Marchesa
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the informal branding introduce about Marchesa made by hong kong student in 2013
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Fashion Brand Managment - Marchesa
- 2. Marchesa is a brand specializing in high end womenswear, established in 2004 by Georgina Chapman and Keren Craig. Background
- 3. Logo and the Font - Simple and plain - The font is Trajan Pro A URLs (Uniform Resources Locators) http://www.marchesa.com/ Package
- 4. Marchesa is sold in high end department stores worldwide including Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue and Net-A-Porter, in the US. Store Label
- 5. - Easy to pronounce since it just has three syllable(Mar-kay-sa) - Easy to remember and recognize since the brand name is unique - The brand is named after an iconic European socialite so as to distinguish the product's positioning relative to the competition and attract people’s attention - The pronunciation of ‘Marchesa’ makes people think that brand like a feminine and elegant female, so it suggests the company or product a good overall image. Therefore, ‘Marchesa” is a good brand name Brand Philosophy The brand is named after an iconic European socialite named the Marchesa Luisa Casati whose opulent life revolved around decadent fashion and over the top moments. Follow the concept of Marchesa Luisa Casati : ‘I want to be a living work of art’. The beautifully crafted designs inspired by vintage and Asian influences in order to carry out the concept of making the designs as art. MARCHESA this brand is:
- 6. Image
- 7. Distinctive Design - Tulle , Satin, Silk and Chiffon - Trimming lace - Hand embroidery - Silver and pearl - Beading & sequin - Feathers and hand draped rosettes - Cut-out effect
- 8. Attributes - Good and various materials used - Gorgeously crafted designs - Unique embroidery and fancy workmanship
- 9. Benefits - Ethereal and elegant as well as glamorous and ball-worthy looks
- 10. Psychological Values - High end - Nobility - Internationally well-known
- 11. Mix Modern women elements with oriental and vintage aesthetic feelings Culture
- 12. Personality - Muse - Romantic - Superior - Aristocratic
- 13. User Groups - Upper class, Artists, Celebrities
- 14. MARCHESA - premium collection with accessories MARCHESA BRIDAL - wedding dresses collection MARCHESA notte- diffusion collection MARCHESA VOYAGE - diffusion collection Label Marchesa is Premium brand + Diffusion brand use different name to differentiate between the various lines but still includes the brand name ‘Marchesa’ : Ready To Wear Mass Market Brand Hierachy Diffusion Line
- 15. High End Evening Dresses -Priced from $2500-$8000 -Ethereal aesthetic to the modern silhouettes ,timeless and romantic and cream coloured palette. Diffusion Line
- 16. -Priced from $3000-$12000 -Bridal markets -Ethereal romantic to modern silhouettes -Cream coloured palette -Classic column and strapless gowns draped in silk crepes -Ttulle and chiffon with hand embroidered silver and pearl –Feathers and hand draped rosettes - Sculptured in tulle overlay and duchess satin. High End Bridal Gowns Diffusion Line
- 17. notte -Priced from $500 -$1300 -Formal dress markets -Modern silhouettes -Classic style and embroidered detail -Lace ,chiffon and die-cut and one-piece design Lower-Priced Evening Dresses Line Diffusion Line
- 18. -Priced from $150 to $750 -Daywear and accessories markets -With a decidedly fancier, classic Marchesa spin -Shift dresses, silk tops, harem pants, and collarless jackets of sparkling embroidery, lush fur, and scarf-inspired prints -Also includes 45 styles of embellished shoes. Lower-Priced Daywear Line Diffusion Line
- 19. Diffusion Line
- 20. Marchesa autumn/winter 2013/14 In recent years Marchesa has collaborated with Christian Louboutin on an exquisite collection of shoes Collaboration
- 21. The Marchesa x Le Métier de Beauté Cosmetics Collab Unveiled -priced between $38 and $65 - credit-card-size eye, cheek, lip, and face palettes, eight shades of double-ended lip glosses, and highlighting pens Collaboration Marchesa has collaborated with Stila Cosmetics and expanded its empire with makeup
- 22. Collaboration Partnered with Lenox to launch dinnerware La Perla X Marchesa Underwire Bra & Thong combine ethereal allure with subtle supportive details -Priced around $250
- 23. A new collaboration with heritage brand Garrard and Stephen Webster HP and Marchesa teamed up to create laptops that is made of Swarovski crystal for Mercedes Benz Fashion Week.
- 24. Target Marketing Geographic Segmentation - Region International, e.g. US, China, Europe etc. For example: US Demographic Segmentation - Age - Gender - Income $40000 or above per month - Social Class Upper class
- 25. Psychographic Segmentation - Activities Ball, grand banquet, awarding ceremony(e.g. Red Carpet) etc. - Attitudes Aristocratic and feminine Behaviouralistic Segmentation -Benefits sought Status recognition -Usage rate Premium user -Brand loyalty Brand followers/ worshippers -User status Potential, regular etc. -Occasions Banquet costumes, ball etc.
- 26. SWOT analysis diagram • Unaffordability might make impact of recession • Competition from high street fashion e.g H&M who cooperates with top designer brand and fashion icons • Competition from new entered foreign bands that offer very fast fashion styles at even more affordable prices • Targeting high income consumers • Charity provides opportunities to target new customers • Increase in popularity and strength of brand image (celebrity customers) • Provides expansion and recognition opportunities with its mature market position and status all across the world • Increase revenue and profits • Unavailability in clothes range • Usually just sales evening dress • Unaffordability • Shopping inaccessible E.g no many choices sale on website • Difficult to manage - numerous lines of products • Diseconomies of scale • Store presentation become difficult to control • Unique tailoring and design • Accessibility - store coverage all over the country • Numerous choices in product lines • Numerous options in collections and styles • Choices at multiple price points • Diffusion Line established brand image and market position • Good brand identity and image • Strong celebrity fan base • over 300 stores in UK and 100 overseas - increased competitive on the international • Good customer service • High Brand awareness • High Brand recognition Strength Weakness ThreatsOpportunity Brand Portfolio
- 27. Design Price Market Positioning Chart Brand Portfolio Positioning Statement: To celebrities, Marchesa is the brand of Hermes that more nobiliary and feminine due to the hand embroidered pearl embellishments as well as the feathers and hand draped rosettes, those unique design feature. CHANEL Dior
- 28. Positioning Statement: To upper class, Marchesa is the brand of Vera Wang that more fabulous and sumptuous since the various materials used and gorgeously crafted and exceptional workmanship 0 2 4 6 8 10 CHANEL ELIE SAAB VERA WANG Dior Brand Differentiation Analysis Differe
- 31. END