Iceberg is an Italian Luxury Apparel Brand...Here it is the brief analysis of its history,4P,SWOT analysis,STP....

1. An Italian Luxury Brand

2. Brand History
The Look
Concept of Brand Name
Art of Popularity
Advertisement Campaign
4P
SWOT Analysis
STP
Collections

3. 1962
Gilmar group by Silvano Gerani & Marchini
1974
Launching of brand-ICEBERG
Idea:not simply sportswear but fashionable knit
sportswear
Men’s wear-knitted coat with unusual colours, Andy warhol’s Pop Art
1976
1st collection for women
1987
Strengthened its distribution in Japan-multinational Toyata
1989
Inaugrated its 1st boutique in Milan
1991
Opened a new showroom in New York.

4. 1992
New leather wear-entirely self produced
Wide range of accessories signed ICEBERG
1995
First fashion show Autumn/Winter 1995-96 Collection for
women was held in Milan
First ICEBERG eyewear collection was launched in the market
Creation of ICEBERG Jeans for men and women
1998
ICEBERG's first fashion show Fall/Winter 1998-’99 Collection for
men
2003
A new license agreement - the new collection ICEBERG for
children was launched from autumn/winter 2003/04

5. CONCEPT OF BRAND NAME:
Iceberg-fashion house’s international vision
beyond borders
ART OF POPULARITY:
Handshake with Formula One Boss Bernie
Ecclestone.

6. ADVERTISEMENT CAMPAIGN
Gallery of Brand Ambassadors
– Andy Warhol
– Carla Fracci
– Vivienne Westwood
– Luciano Benettona
– Franco
Fashion Personalities

7. • modern and urban
• sporty
• Ironic, clourful & sexy
• imaginary world of cartoons, embroidery and
prints.

8. PROMOTION
• Pamela Anderson
• Paris Hilton
• Mischa Barton
• David Beckham
• Teri Hatcher
• Lil'Kim
PLACE
• Italy
• London
• Paris
• Moscow
• Russia
• Saudi Arabia
• Ukraine
• Dubai

9. PRODUCTS
• Apparel
• Eyeglasses
• Watches
• Perfume
• Water
• Leather goods
• Footwear
• Scarves
PRICE
• High cost
• Luxurious

10. STRENGTH
Creativity in products
Adopting new technologies
Wide range of products
Keen Brand extension strategy
Unique styles
Fine craftmanship
WEAKNESS
Targets a limited customer level
Products are expansine & premium
OPPORTUNITIES
Online expansion & promotion
Great opportunities in developing countries like
India
THREATS
Customer preferences
Global factors like high inflation & tax
implications
Customers attitude of high quality with low
price
ICEBERG

11. • Young customers looking for unique
styles, chic and more fashionableSegment
• Upper Urban youths
Target
Group
• very stylish in its own unforgettable
wayPositioning

13. • Giulianan Marchini-"services to industry" by
the President of the Italian Republic in 1994.
• She was the 14th woman ever to receive the
honour in the history of the Republic.

20. • www.iceberg.com/
• en.wikipedia.org/wiki/Iceberg_(fashion_house)

21. Thank
U