The document discusses the key elements of the Moschino brand. It provides information on the brand's history, identity, values, positioning in the market, and marketing strategies. Specifically, it notes that Moschino is known for its witty and surreal designs, use of bright colors, and tongue-in-cheek messaging. However, it finds that the brand needs to strengthen its marketing in Asia and ensure consistency in its brand image and messaging across campaigns.

1. ELEMENTS OF A BRAND
FMT3A Bini, Katherina & Jia En

2. CONTENT
 Why Moschino
 History
 Identity
 Associations
 Values  Focus
 Promise
 Differentiation
 Unique Selling Point
 Archetype, Personality& Narrative
 SWOT Analysis
 Marketing Positioning
 Equity
 Branding 4Ps
 Conclusion

3. WHY MOSCHINO
 Our studio multi-label concept
store is Biaten, focused on values
that are whimsical and modern.
 Moschino has values that are very
close to our store and it is reflected
in it’s identity, products and
promotion.
 Brand power and equity has
decreased over the years.
 There’s a lot that can be learnt
what what we can and shouldn’t
do.
 Let us begin

4. HISTORY
 Franco Moschino was born on February 27, 1950, in
Abbiategrasso, Italy, and died on September 18, 1994 in
Milan.
 He was noticed by Gianni Versace and invited to work for
him from 1971 untill 1977.
 He founded his own company, Moonshadow, in 1983 and
launched the Moschino Couture label that same year.
Then lines like Cheap & chic, founded in 1988, and
Moschino Jeans came.
 After Moschino’s death, Rossella Jardini, his former
assistant, became creative director.
 His philosophy “chic is freedom”, the secret of style which
lies in combining clothes and wearing them for pleasure.
 Famous for his innovative, colorful - sometimes eccentric -
designs, for his criticisms of the fashion industry and for
his social awareness campaigns in the early 1990s.

5. BRAND IDENTITY IS THE SET OF PRIMARY, VISUAL ASPECTS OF THE BRAND.
 Logo & Typeface: ‘Akzidenz Grotesk’
 Corporate Colours: Black & White
 Simple & Versatile

6. BRAND IDENTITY IS THE SET OF PRIMARY, VISUAL ASPECTS OF THE BRAND.
Layout: Colourful & Irreverent

7. BRAND IDENTITY IS THE SET OF PRIMARY, VISUAL ASPECTS OF THE BRAND.
Slogan:
 ‘Moschino Cheap & Chic’ for
diffusion line
Mission:
 Playful irreverence
 Critique of Fashion
E.g. Tongue-in-cheek items like SS
2011 ‘Ready to Where’ Top
Vision:
 Colourful, eccentric & surrealistic
clothes for women.

8. BRAND IDENTITY IS THE SET OF PRIMARY, VISUAL ASPECTS OF THE BRAND.
Materials Used:
Variety, loud, eccentric prints
E.g. SS 2010 RTW

9. Brand Associations
Humorous
Joy
Happy
Girly
Cheerful
Environmental Friendly
Irreverent
Eccentric
Surreal
Party
Dress Up
Witty
Colourful
Individualistic
Fashionable
Creative
Daring
Unique style

10. BRAND VALUES  FOCUS
 WITTY
 INDIVIDUALISTIC
 CREATIVE
 HUMOUROUS
 ENVIRONMENT-FRIENDLY
BRAND PROMISE
 INDIVIDUAL DESIGN
 UNIQUE STYLE
 QUALITY

11. BRAND DIFFERENTIATION:
 Surreal elements
 Similar to John Galliano, Victor
& Rolf
 But more wearable, playful and
feminine, less dramatic

12. UNIQUE SELLING POINT
 Witty & surrealist
 Reinterpretation of the classics
 Fun for consumers; keeps them
curious and wanting more

13. ARCHETYPE & PERSONALITY
 Main: Outlaw
Second: Magician
 Someone who doesn’t conform,
wants to stand out of the crowd.
 Moschino will transform you to
someone different, attractive.
 Individualistic & Creative
 Colourful & Joyous
 Outstanding
 Lives her dreams & fantasy

14. BRAND NARRATIVE
“I am creative person and I like to dress in
my individual style. I love colours as I believe they
express the joy in my life. I like to be outstanding
among my friends, family and I enjoy the
attention at parties and in public. I live my
dreams and fulfill my fantasies, life’s too short to
live with regrets!”

15. SWOT ANALYSIS
STRENGTHS
• Simple and versatile
• Individualistic designs
• Variety of lines to appeal to a
broader range of custumers
• Multiple price points – for different
choices of style and qualities
WEAKNESS
• Insufficient advertisments. Few
found in magazines, none elsewhere.
• Insufficient focus on the asian
market.
OPPORTUNITIES
• Association with celebrities
• Targeting young and mature
consumers
• International expansion
THREATS
• Overseas location development
might hinder the growth of the
company – accessibility/ expansion of
brand image/ awareness

16. MARKET POSITIONING (BROAD)
Price Low High
Quality: Low Economy Cowboy
High Bargain Premium

17. MARKET POSITIONING
Tsumori Chisato
Price
Quality
Moschino
Marc Jacobs
Marc by Marc Jacobs
John Galliano
Biaten

18. BRAND EQUITY
Strong brand recall for:
Loud, eccentric, surreal & colourful clothes & perfumes
Funny, witty & striking window displays

19. PRICE
PRODUCT
 The style Witty
 Colorful, cheerful
 Unique design
 Limited Piece
 Price range:
$170 - 3400 (one piece black dress)

20. PLACE
 On the first floor of the Paragon Shopping Centre
 ‪290 Orchard Road, Singapore‬‪ +65 6738 5535
 PARAGON- 1000sqft asking $30000
‬‎

21. TOUCHPOINTS
 Website (www.moschino.com)
 Celebrities
 Packaging

22. TOUCHPOINTS
 Window Display

23. TOUCHPOINTS

24.  Ad campaign
 For the advertisement campaign of his
perfumes, Moschino launched posters in
which beautiful women drank the perfume
with straw, as if it were Coca-Cola or a
cocktail.
TOUCHPOINTS

25. TOUCHPOINTS

26. CONCLUSION
Strengths:
• Fun & surrealist concept conveyed in well crafted clothes & perfumes.
• Attractive packaging, advertising campaigns & window display entice the
customer to go inside and explore.
• The consumer understands that the brand they are purchasing is
something individual and unique.
Weakness:
• Re-using old concept in their new ad-campaigns.
• Weak place and promotion in Asia.
Therefore:
• Need to rework strategies in Asia and ensure consistency of their images
and values.

27. REFERENCES
 http://nymag.com/fashion/fashionshows/designers/bios/moschino/
 http://www.independent.co.uk/news/people/obituary-franco-
moschino-1450166.html
 http://www.nytimes.com/2008/10/28/style/28iht-fmoschino.
1.17271472.html?_r=1&pagewanted=all
 http://www.harpersbazaar.com/fashion/fashion-articles/fashionable-life-
rossella-jardini-0107
 http://www.vogue.co.uk/news/2008/10/28/rossella-jardini-talks-moschino-
designs
 http://faux-beau.com/journal/typeface-wishlist/
 http://www.net-a-porter.com/Shop/Designers/Moschino_Cheap_and_Chic
 http://fashionforlunch.com/page/3/?s=moschino
 http://www.fashionandrunway.com/fashion/article.cfm?id_articolo=23605

28. THANK YOU
For your kind attention!