Hedi Slimane was appointed as the creative director of Celine in 2018 and has transformed the brand. He expanded into men's wear, couture, perfumes, and focused on a rock n' roll aesthetic. This has led to both excitement and criticism from Celine's loyal customers. As part of a market analysis, the document discusses Celine's history, competitors, iconic bags, stores, musical collaborations, and does a SWOT analysis. It examines how Slimane has changed the brand and positioning while balancing Celine's heritage.
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!
Group Branding Project
Members names on Cover page
Year 2 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
This presentation analyses the luxury industry through the Prada group case. Also, point out some new trends in this industry especially the importance of China new rich purchasing power in luxury industry.
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!
Group Branding Project
Members names on Cover page
Year 2 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts
This presentation analyses the luxury industry through the Prada group case. Also, point out some new trends in this industry especially the importance of China new rich purchasing power in luxury industry.
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
Proposition of new product line for Chanel made up within group of 4 participants of "Luxury brand management and product design" by London College of Fashion, 2011
i'Dior is an idea for the Inside LVMH Program 2018. i’Dior is an in-store app that showcases models wearing latest collections dynamically and virtually interact with the app users.
The most influential fashion designer of the late 1940s and 1950s, CHRISTIAN DIOR (1905 to 1957) dominated fashion after World war II with the hourglass silhouette of his voluptuous New Look. He also defined a new business model in the post-war fashion industry by establishing Dior as a global brand across a wide range of products.
Gucci is considered one of the most famous, prestigious, and easily recognizable fashion brands in the world Gucci offers luxury and excellence, I hope this Slideshare informs you and teaches you how the powerhouse known as Gucci came to be.
So proud of my first market report for the university especially because of the visual layout and the photographs. Photography, art direction and styling by me. Created with #indesign
1. Oscar De La Renta (AmericanDominican) 1960s· At age 18 he .docxambersalomon88660
1. Oscar De La Renta (American/Dominican) 1960s
· At age 18 he left The Carribean to study art in Madrid, but he switched his focus to fashion.
· In 1961, he was hired for his first real fashion job at Lanvin-Castillo.
· By 1963, he moved to New York and joined the American design house of Elizabeth Arden.
· In 1965, he took over the label after Jane Derby Died .He launched his own signature ready-to-wear label.
· In 1967, De la Renta married Francoise de Langlade, an editor-in-chief of French Vogue. Francoise introduced him to some of the most influential members of fashion society and invited them to his shows.
· His line, known for its exquisite silk prints, ruffles, soft silhouettes and colorful palette, soon became a mean of casual luxury.
· He was trained by Cristóbal Balenciaga and Antonio del Castillo. He worked for Lanvin and Balmain.
· From 1993 to 2002, De La Renta designed the haute couture collection for the house of Balmain, making him the first Dominican to design for a French couture house.
· In 2006, the Oscar de la Renta label diversified into bridal wear.
· de la Renta served as president of the Council of Fashion Designers of America from 1973 to 1976, and from 1986 to 1988.
· His work was the preferred wear of American first ladies. He dressed first lady Nancy Reagan in the 1980s, and Jaqueline Kennedy and then provided the gowns for inaugural events for both Hillary Clinton in 1997 and Laura Bush in 2005.
· In 2004, risking the value of his brand as a whole, he added a less expensive line of clothing called O Oscar. He said he wanted to attract new customers whom he could not reach before.
· In 2014, the George W. Bush Presidential Center hosted an exhibit entitled "Oscar de la Renta: Five Decades of Style" which shared the designer's creations for Mrs. Bush and America's First Ladies.
2. Ellie Saab (Lebanese) the 1980s
• Elie Saab is a self-taught fashion designer who specialized in bridal couture.
• In 1982, as young as 18 years old, he opened his very first couture atelier in Beirut. A few months later, he showcased his first collection.
• In 1997, Elie Saab was the only non-Italian designer to appear on the famous Italian Camera Nazionale Della Moda. He also displayed his first collection in Rome, outside Lebanon.
• In 1998, He opened his ready-to-wear in Milan. Princess Stephanie of Monaco attended his fashion show.
• In 1999, Queen Rania of Jordan chooses to wear one of his designs for her coronation.
• In 2000, the Chambre Syndicale De La Haute Couture had invited Elie Saab to Paris where he had presented his four collections Haute Couture and Ready-to-Wear in a year. Later after six years, he became a corresponding member.
• In 2002, Halle Berry wore a burgundy gown by Elie Saab for Oscar ceremony, which in turn gave Elie Saab huge recognition, crossing Middle East and other parts of the world.
• In 2005, Opened a modern five-story building where his workshops, studio, the ready-to-wear boutique an.
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
Proposition of new product line for Chanel made up within group of 4 participants of "Luxury brand management and product design" by London College of Fashion, 2011
i'Dior is an idea for the Inside LVMH Program 2018. i’Dior is an in-store app that showcases models wearing latest collections dynamically and virtually interact with the app users.
The most influential fashion designer of the late 1940s and 1950s, CHRISTIAN DIOR (1905 to 1957) dominated fashion after World war II with the hourglass silhouette of his voluptuous New Look. He also defined a new business model in the post-war fashion industry by establishing Dior as a global brand across a wide range of products.
Gucci is considered one of the most famous, prestigious, and easily recognizable fashion brands in the world Gucci offers luxury and excellence, I hope this Slideshare informs you and teaches you how the powerhouse known as Gucci came to be.
So proud of my first market report for the university especially because of the visual layout and the photographs. Photography, art direction and styling by me. Created with #indesign
1. Oscar De La Renta (AmericanDominican) 1960s· At age 18 he .docxambersalomon88660
1. Oscar De La Renta (American/Dominican) 1960s
· At age 18 he left The Carribean to study art in Madrid, but he switched his focus to fashion.
· In 1961, he was hired for his first real fashion job at Lanvin-Castillo.
· By 1963, he moved to New York and joined the American design house of Elizabeth Arden.
· In 1965, he took over the label after Jane Derby Died .He launched his own signature ready-to-wear label.
· In 1967, De la Renta married Francoise de Langlade, an editor-in-chief of French Vogue. Francoise introduced him to some of the most influential members of fashion society and invited them to his shows.
· His line, known for its exquisite silk prints, ruffles, soft silhouettes and colorful palette, soon became a mean of casual luxury.
· He was trained by Cristóbal Balenciaga and Antonio del Castillo. He worked for Lanvin and Balmain.
· From 1993 to 2002, De La Renta designed the haute couture collection for the house of Balmain, making him the first Dominican to design for a French couture house.
· In 2006, the Oscar de la Renta label diversified into bridal wear.
· de la Renta served as president of the Council of Fashion Designers of America from 1973 to 1976, and from 1986 to 1988.
· His work was the preferred wear of American first ladies. He dressed first lady Nancy Reagan in the 1980s, and Jaqueline Kennedy and then provided the gowns for inaugural events for both Hillary Clinton in 1997 and Laura Bush in 2005.
· In 2004, risking the value of his brand as a whole, he added a less expensive line of clothing called O Oscar. He said he wanted to attract new customers whom he could not reach before.
· In 2014, the George W. Bush Presidential Center hosted an exhibit entitled "Oscar de la Renta: Five Decades of Style" which shared the designer's creations for Mrs. Bush and America's First Ladies.
2. Ellie Saab (Lebanese) the 1980s
• Elie Saab is a self-taught fashion designer who specialized in bridal couture.
• In 1982, as young as 18 years old, he opened his very first couture atelier in Beirut. A few months later, he showcased his first collection.
• In 1997, Elie Saab was the only non-Italian designer to appear on the famous Italian Camera Nazionale Della Moda. He also displayed his first collection in Rome, outside Lebanon.
• In 1998, He opened his ready-to-wear in Milan. Princess Stephanie of Monaco attended his fashion show.
• In 1999, Queen Rania of Jordan chooses to wear one of his designs for her coronation.
• In 2000, the Chambre Syndicale De La Haute Couture had invited Elie Saab to Paris where he had presented his four collections Haute Couture and Ready-to-Wear in a year. Later after six years, he became a corresponding member.
• In 2002, Halle Berry wore a burgundy gown by Elie Saab for Oscar ceremony, which in turn gave Elie Saab huge recognition, crossing Middle East and other parts of the world.
• In 2005, Opened a modern five-story building where his workshops, studio, the ready-to-wear boutique an.
Many may consider minimalist fashion as ‘dull’ or ‘boring’, but these luxury-driven fashion brands are showing neutrals and simplicity can be just as fun, by innovating in construction. A minimalist approach to fashion is transcending generations and cultures, and these brands are leading the pack.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
1. Managing Intelligence and Preparing Marketing Analysis
Monisha Bandhu
Master in Fashion and Luxury Management, LISAA
2. Introduction
French luxury brand, Celine, hired a new creative director in 2018, Hedi Slimane, who
transformed the brand from its boutiques, to adding men’s wear, couture and
perfume. He has a very unique and different style from that of his predecessor,
Phoebe Philo, and have been merging his style with that of Celine.
There have been questions and concerns from Celine’s loyal customers about the
changes that he has brought about, but there is also excitement to see what all
changes he will bring about and how it will affect the brand. Hedi Slimane have been
Creative Director of Saint Laurent, and was able to double the revenue of the brand,
LVMH is hoping for him to increase the revenue of Celine five times its current status.
For this assignment I will be doing a market analysis for Celine’s transformation by
Hedi Slimane, by doing a SWOT analysis. I will also be doing a competitive analysis
and an internal and external marketing analysis, using Porter’s 5 fundamentals.
3. In 1945, Céline Vipiana and her husband, Richard, created Céline, a made-to-measure children's shoe business.
In 1960, the brand decided to focus on ready-to-wear sportswear brand for women.
In 1964, they launched fragnance "Vent fou" and the new ‘American Sulky’ collection of accessories. The trench became the chief
product of the house and Celine opened a leather goods factory in Florence.
In 1973, Celine redesigned its logo with the intertwined "C" Sulky canvas, linked to the Arc-de-Triomphe, which appeared as a symbol for
Parisians.
In 1987, Bernard Arnault decided to buy into Celine’s capital, however, it was only in 1996 that the brand was integrated into the LVMH group.
CELINE HISTORY
4. CELINE Designer History
o In 1988, Peggy Huynh Kinh, appointed by Bernard Arnault, took over the house’s artistic direction.
o In 1997, American fashion designer Michael Kors was named women's ready-to-wear designer
and creative director for Celine.
o In 2005, Italian designer Roberto Menichetti was named creative director.
o A year later, Croatian designer Ivana Omazic directed the design studio, Omazic was a former
consultant for the brand.
o In 2008, Women's Wear Daily announced that Bernard Arnault, president of LVMH, had
appointed Phoebe Philo as the new creative director of Celine. In 2010, Philo received the
Designer of the Year award from British Fashion Council. In 2011, she was awarded International
Designer of the Year by the Council of Fashion Designers of America. Both prizes were awarded
for her work at Celine.
6. CELINE PERFUME
o According to Women’s Wear Daily, “Celine Blends Genders With New
Perfumes by Hedi Slimane”. Hedi Slimane launched 11 unisex perfumes
for Celine, 9 for day and 3 for night. The French fashion house had
steered clear of fragrances with few exceptions like its first scent, Vent
Fou, a floral green bouquet of rose, jasmine, and galbanum, launched in
1964, the 1996's Magic for women.
o The 11 fragrances all feature a unifying powdery note, and take
inspiration from French perfumes of the ’60s and ’70s, the collection
will also feature notes of iris, tree moss, chypre and rose. The scents are
housed in an elegant glass bottle designed by Slimane, a rectangular
bottle with a black lacquered cap, and inspired by late 17th-century
classicism as well as Art Deco motifs.
o The packaging also pays homage to Celine with a box engraving inspired
by the wood panels found at the label’s atelier at the Hôtel Colbert de
Torcy. Celine’s emblematic “triomphe” is also featured on the perfume
bottle’s cap.
7. CELINE BOUTIQUE
o As per wallpaper magazine, Celine’s CEO Séverine Merle explains,
‘Celine has a great distribution network and high-quality visibility
but no large stores. We need to open flagships in major cities,
larger stores that can accommodate menswear and newly
expanded women’s collections.’
o In March 2019, Celine inaugurated its 5,000 sq ft New York flagship
store at 650 Madison Avenue and unveiled a remodeled space for
men’s wear and women’s wear on rue de Grenelle, Paris and the
brand’s first menswear flagship on rue François 1er. By mid-April,
they opened new boutiques in Tokyo, Shanghai, Los Angeles,
Madrid, Milan and London.
o Slimane has created a new collection of elegant minimalist
furniture for the Celine stores, which is set alongside vintage 1960s
and 1970s pieces that showcase French woodworking expertise.
Contemporary artworks by established and emerging talents, like
Theaster Gates, Oscar Tuazon, and Virginia Overton, are another
major feature of the spaces and have been dubbed as the Celine
Art Project. Under his creative direction, Celine’s New York, Paris,
Tokyo, Milan, and L.A. retail spaces have been reworked in “a
refined 21st-century brutalist context,” as stated by the brand.
o Hedi Slimane has designed a dedicated perfume shop on Paris’s rue
Saint-Honoré, decorated with sculptures by Luisa Gardini and
paintings by Camilla Reyman and Søren Sejr, the place looks almost
like a perfume paradise as per Vogue.
8. CELINE MEN’S COLLECTION
o As written by Sarah Mower in Vogue for Celine’s spring 2020 men’s
wear collection, “Bringing up this era undoubtedly has resonance for a
young generation who’s definitely not been born into fun times;
Slimane’s right about that. But somehow the habitual narrowness of
his focus missed the inclusive way that kids see the world today.”
o The addition of men’s wear, sometimes termed as unisex by the brand
is a welcome addition to Celine. But many have questioned the lack of
feminist approach by the brand and also the lack of colored models on
the runway.
o The set for the S/S 2020 Celine menswear show by Hedi Slimane was
built from scratch on the doorstep of Invalides the collection was
inspired from 1970s, with influences of rock and roll and a feeling of
nostalgia. The collections by Hedi Slimane have always had a sleek
look, slim fitting and rock inspirations, a collection for young music
loving generation.
9. CELINE ICONIC BAGS
o Hedi Slimane’s first product for the Celine was a handbag called the
‘16’, according to Celine CEO Séverine Merle, who spoke to Women’s
Wear Daily. “Judging by the high level of advance inquiries, he has laid
the foundation for a future iconic classic,”. Lady Gaga was the first
person to carry it. Angelina Jolie, who Slimane has photographed in
the past, has also been spotted with the bag. The name “16” is
inspired from the brand’s Paris address, Hôtel Colbert, at 16, Rue
Vivienne. It will come in three sizes, and in a wide range of exotic skins
and colors.
o Hedi Slimane’s Triomphe Canvas is a tribute to Celine’s iconic
monogram from 1972 featuring a link motif inspired by the chain
encircling the Arc de Triomphe. Vipiana’s car broke down in Paris, right
in front of the Arc de Triomphe, and she was instantly inspired by the
chain that surrounds the iconic French monument. Tapping into its
rich history, like past coated canvas designs from Celine, the canvas
features a repetitive Triomphe logo print.
o Keeping in with the trend of micro bags, Celine launched the Pico Belt
bag, 21 x 16 x 8cm in measurements.
o A new soft day bag version of the ‘16’ is launched by Celine. When
Hedi Slimane created the original 16, it was intended as a reflection of
the new Celine aesthetic and was swiftly elevated to the status of
house signature, as stated in Vogue. The new 16 Soft is less structured
and have softer aesthetics, it looks more casual and the shape offers a
shoulder carry, a very Parisian way of wearing a bag.
o For the Spring 2020 Hedi Slimane reintroduced the Sulky logo, dating
back to 1966, the Sulky, a horse-drawn vehicle used in harness racing,
originally featured on bags, shoes and belts to pay tribute to Richard
Vipiana, the husband of Celine founder, Céline Vipiana. For A/W 2020
the equestrian motif will be seen on Celine’s ladylike clutches and
shoulder bags, like the house’s signature Triomphe, Crécy and
Camarat.
11. CELINE MUSICAL COLLABORATIONS
o “Without getting the music right, I cannot style the show, which
can be very frustrating,” explains the designer and photographer,
Hedi Slimane. “The soundtrack and cast are what define the
styling, its degree of credibility, its authenticity. What you hear and
what you see are all part of one thing, one world as a whole.”, as
stated in Vogue.
o Since his appointment at Celine, Slimane has chosen to spotlight
French underground music. For his first CELINE show, Slimane
requested that Marlon Magnée and Sacha Grot from French band
La Femme compose a 20-minute long piece with model Grace
Hartzel. Then for autumn/winter 2020, Slimane scrapped his
intended soundtrack just two weeks before the show in favour of
the breakout single from Sofia Bolt. For Celine campaigns, Slimane
worked with Paris based band Oracle Sisters for their song “I’m
You”. Nathan Roche, Marseille-based frontman of the Villejuif
Underground has been working with Celine’s ongoing campaign,
Portrait of a Performer, shot by Slimane.
Christopher Willatt photographed
by Hedi Slimane
12. Celine competitors
In LVMH KERING
RICHEMONT
OTHERS
As per business of fashion this was
Celine’s digital position in the luxury
sector in 2014 article
13. SWOT Analysis
STRENGTHS
1. Part of LVMH, established and profitable company
2. Quality of products, based in Paris, sells in all major cities
3. Loyal and established customer base
4. Recognizable brand worldwide
5. Have a strong hold of international luxury market
WEAKNESS
1. Needs more exposure when compared to its competition
2. Few product categories
3. Perceived as an elitist brand
4. Lack of open communication strategy with customers
5. Needs stronger social media strategy
OPPORTUNITIES
1. There is a market demand for artisanal and luxury products
2. Better products in regards to social media and e-commerce
3. Increase in economic and spending power of developing
countries and younger generation
4. Possibility to expand category and range
THREATHS
1. There is a shift towards inclusive mindset while luxury brands
are seen as exclusive
2. Increase in counterfeit and fakes
3. There is an increase in competition from emerging brands
4. Too many products in the market and rising cost of material
14. Porter’s Framework
High barriers to
enter
Strong supplier
bargaining
power
Strong buyer
bargaining
power
Few substitute
products
Low
competition
• Threats of new entrants : Low
o High capital investment required
o It takes time to build reputation and customer base
o There are government regulations for Luxury industry in Paris
o Strong customer loyalty for existing brands
o Specialist knowledge and skills required
• Bargaining power of suppliers: High
o There are very few skilled craftsman and quality raw material
o Reputed suppliers have their own standing and customer base
o Difficult to substitute skills and material
o Few resources due to their uniqueness and also time needed to
produce them
o Few alternatives available for raw materials and skills
15. • Bargaining power of buyers: High
o The multi-brand stores had the power over brands which is now
changing, since the brands have built their own e-commerce
stores and with Conglomerates like LVMH, Kering, Richmond.
o There are few luxury buyers, but in recent years with rise in
developing countries and millenials and gen-z in workforce, there
have been increase in luxury buyers.
o There is high customer loyalty and few substitutes compared to
other industries
o Buyers have an acute eye for quality, craftsmanship, brand identity
and heritage.
• Threat of substitute: Low
o There are new brands coming up as well as contemporary and
premium ready-to-wear brands, but luxury brands have their own
standing as an investment, for its history and identity, which can
not be competed with or even replicated.
o There are very few brands that are able to match the quality of the
skills required to produce the product or deliver the service.
• Rivalry of competitors: Low
o The number of competitors are very low.
o There has been a huge growth for industry with conglomerates,
organizations, globalization, etc. in the past few years. There has
been increase in demand for Couture as well.
o The uniqueness of each brand makes them stand out from its
competitors
o There is still competition from companies which are much bigger
in size with higher brand loyalty and similar products and prices
o Each brand have their own standing and established customer
base around the world, with the advancement in technology it is
possible to give the best customer satisfaction and create
customer loyalty programs.
16. Conclusion
Many customers and magazines have been critical of Hedi Slimane’s direction for Celine.
They have compared it to his collections at Saint Laurent and Dior Homme and has been
compared to his predecessor, Phoebe Philo. This has given rise to people questioning the
role of different sexes in fashion industry, and the female body in the eyes of male and
female and the difference in how they perceive it.
The increase in offerings with men’s wear, couture and perfume collection is a welcome
addition to the brand. It will help in gaining exposure and increase in client base and
customer loyalty to the brand. The much needed openness to interaction with the
customers through boutiques, social media and e-commerce is also a needed marketing
strategy, it will make Celine feel more inclusive and open, which is the current mindset of
the customers.
While we can’t deny the benefits of the current change, we also need to address the
threats the brand faces, the similarity of products to that of Saint Laurent, the whole new
shift in design aesthetics may lead to dissatisfied customer base, while the change in logo
maybe beneficial for social media strategy and also to make the brand feel more global, it
may become vulnerable to counterfeiting.
The current customer base is very inclined towards the brand’s values and for it to
coincide with theirs’. There are many people questioning the lack of employment of
colored models in the fashion shows and the concept of feminist design ethos of the
brand. These are few of the external factors in regards to the change in the mindset of
customers that have affected the company and have to be addressed thoroughly by the
brand in the future.