Industry sector lifestyle group-3


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Industry sector lifestyle group-3

  1. 1. Lifestyle – Supporting Document Group-3 Gucci: Sensory Identity: Diamante Pattern -Created in the mid 1930s the Gucci Diamante pattern was first woven onto hemp and used on luggage. What started as an innovative solution to pre- war leather shortages became the Florentine atelier‟s first iconic print and the design‟s criss-cross pattern was a precursor to the famous GG logo. Later Gucci was associated and recognized by this pattern.Subsequently it becomes the integral part of the brand association and today it is used on a limited edition collection of classic Gucci handbags, shoes and leather goods. Unique Horsebit signature logo: Many of Gucci‟s local Italian clients were horse- riding aristocrats and their call for riding gear led Gucci to develop its unique Horsebit signature logo in the early 1950s.It was first used on ample saddle stitched leather Gucci handbags, since then it has been enlarged, minimalised, luxuriously embossed and branded into leather and velvet, turned into repeat patterns printed onto silk and transformed into components of Gucci jewellery. The Horsebit later played a vital role in the marketing of one of fashion‟s most iconic shoes, the Gucci loafer.
  2. 2. Gucci Logo: By the early 1960s Gucci had adopted the celebrated double interlocking G logo;the double Gs were soon transferred onto the internationally recognised cotton canvas luggage. The GG monogram solidified the company‟s fame and the Gucci name was carried around the globe in the much-photographed company of movie stars, aristocrats and socialites. The GG logo became a status symbol and hallmark of high glamour, luxury and desirability. Brand Differentiation: Bamboo inspired patterns: One of his best known creations was the adding of a patina to a cane to create the handle of the new Bamboo Bag, whose curvy shape was inspired by the contours of a saddle. Over time the bamboo handle evolved from its origins as a solution to shortages and became a signature motif of many incarnations of Gucci bags. Bamboo inspired patterns have also featured on a variety of products from headscarves to watchstraps; it has even been skilfully carved into a pair of golden stiletto heels. • Flora: After a personal request from the Princess of Monaco Grace Kelly, the now famous Gucci scarf print Flora was created. Flora was immensely popular amongst European women, who held it in such regard that they passed this loyalty onto their daughters. One was Princess Caroline of Monaco who adopted her mother’s scarf print into her daily wardrobe (Brand Equity).
  3. 3. Brand Positioning: Today the brand is known not just for its exceptional Italian quality and craftsmanship, but also for its innovative and audacious clothing line.The company used ever more opulent materials, the finest leathers and suede and exotic animal skins such as baby crocodile. In 1990‟s Gucci‟s creative director Dawn Mello hired a then unknown Tom Ford, Ford imbued the luxury brand with a sense of adventure and sensuality that reverberated throughout the fashion world and inspired a new breed of celebrity to buy Gucci. From there on Gucci began to reposition itself from the brand associated with royalty and tradition to a modern sensuous and adventurous loving brand. Ford combined an intelligent commercial sensibility with a modern feel for fashion. He became known for bringing a hedonistic sense of sex into nineties fashions previously dominated by starkly austere minimalism.Tom Ford mastered the „about to have sex‟ look at Gucci and the mussed, smudged, post-sex look. When Frida Giannini took over the creative directorial role she explored Gucci‟s rich heritage and its luxurious craftsmanship legacy, fusing past and present, history and modernity into her designs. Iconic house signature pieces such as Flora, La Pelle Guccissima, the Jackie O and the Bamboo Gucci bag were re-vamped for the new millennium. Giannini has given the signature Gucci Horsebit a new lease of life, adapting Gucci prints from the late 1960s, super magnifying them or enlarging to a huge scale to use on sinuous dresses or travel totes. Brand Identity: Gucci is known for its association with the Royalties and Aristocrats. The brand was endorsed by US President John F Kennedy‟s wife Jackie O Kennedy, Princess of Monaco Grace Kelly and many famous film stars. This helped the brand in standing out from the other Luxurious brand. Because of this association Customers always sees this brand with high regard and respect. Chime for change campaign: This campaign was initiated by Gucci for girls and women empowerment. Gucci use to host charitable shows for providing better Education, Health and Justice to women.
  4. 4. Louis Vuitton: Sensory Identity: • LV monogram: LV monogram was designed by Georges to honor his father, Louis Vuitton. Each symbol in the monogram has meaning. Inspired by his father‟s deeply religious Catholic roots and his love of Asian art. Brand Differentiation: • Bespoke services: Louis Vuitton offers bespoke services, such as the personal engraving service on hand luggage pieces. By offering consumers the choice to personalize and customize their wallets, bags and other leather goods, Louis Vuitton effectively boosts its brand appeal amongst consumers who wish to differentiate their leather goods to suit their personal tastes. • Collaborations with prominent artists and designers: Louis Vuitton engages in numerous collaborations with prominent artists and designers like Takashi Murakami and Yayoi Kusama to release special edition collections of leather goods. These special collections feature the artists‟ artwork while introducing a radical twist in the brand‟s timeless design. These collections allow Louis Vuitton to emphasize creativity and art, while expanding the brand‟s range of luxury leather goods to effectively keep up with the evolving trends in the fashion industry. Takashi Murakami Yayoi Kusama
  5. 5. Brand Positioning: Focus on Creativity: Louis Vuitton also delves into art and architecture. Louis Vuitton encourages consumers‟ appreciation of art in hopes that consumers will embody creativity, not only in their personal fashion sense but also in every aspect of their lives.Louis Vuitton Art Wall allows people from around the world to express their creative personal fashion styles and serves as “aspirational role models” • Amalgamation of tradition with modernity in products: Louis Vuitton Company‟s desired positioning, in giving emphasis to the contrast between tradition and modernity in the company philosophy.Because of its long and proud history of high qualitative craftsmanship, tradition in combination with modernity and proven innovation, excellence and creativity, comprises an important part of the brand. • The statements “For Louis Vuitton, the art of travel is the art of fine living” shows that the brand also has a verystrong connection to its heritage even though it was a long time since the Louis Vuitton brandcomprised exclusively of travel goods.
  6. 6. Comparative Point of Parity and Differentiation for Gucci and LV Points of Parity • Premium prices • High Quality • Elegant Designs • Offer high quality designer apparel, footwear and accessories • Fine workmanship Points of differentiation Gucci • Hand stitched Bags • Use leather and other animal skins • Sell their products through selective distribution channels • Focus on Sensuality and Adventure • Traditional Designs Louis Vuitton • Hand stitched Bags • Use leather and other animal skins • Sell their products through selective distribution channels • Collaboration s with prominent artists and designers • Focus on Creativity • Focus on Heritage Gucci Louis Vuitton
  7. 7. Zara: Sensory Identity: • Situated in prime locations e.g. fifth avenue, New York. • Window ads in stores. • Advertisements in stores: Zara not focused on advertising a lot(0.3% of the revenues spent on advertisement as compared to industry average of 13-14% Brand Differentiation • Freshness of collection Points of Parity • Prime retail locations • Prime locations as they place great emphasis on the presentation of its storefronts • Having a good image projection of its store is Points of difference • Understanding and delivering customers‟ needs • Exclusivity • High Velocity Fashion
  8. 8. Understanding and delivering customers’ needs • Zara, focuses its attention on understanding the fashion items favoured by its consumers and delivers designs according to consumers‟ wants and needs. • Store managers are trained to obtain such valuable information through informal conversations with customers. • These valuable feedback are then passed on back to the creative teams. Exclusivity • Zara creates the sense of exclusivity in its apparels through minimal production for each style. • This creates scarcity and hence desirability especially in the fashion industry. • Furthermore, this lowers the risk of uncleared stocks that may have to be sold with a discount. High Velocity fashion • Production takes place in small batches • Shipping directly from central distribution centre twice a week thus eliminating need of warehouses & maintaining low inventories • Display of Zara stores changes twice a month thus giving customers fast fashion • User Profile – A typical Zara customer is one who is young, fashion-conscious and value-seeking. He or she is keenly attuned to fashion trends and seeks for high fashion with a reasonable price tag. They also portray a sense of sophistication, confidence and impressiveness.
  9. 9. Perceptual Map for Lifestyle Brands Prestige/Royalty 10 Modern/ Exclusive 10 0 10 Traditional 10 Versatility/Style