Vinci is a clothing brand in Bangladesh known for its unique and fashionable designs that appeal to young people. It offers a wide variety of men's and women's clothing using high quality materials and maintains modern fashion trends. Vinci has established itself as a distinctive brand through its exclusive collections and comfortable products that keep customers loyal. The brand targets upper and middle class individuals between ages 15-40 in major cities who have an outgoing lifestyle and are fashion conscious. Vinci differentiates itself by continuously updating designs and having an identity focused on positive attitudes and self-expression.
I chose to use luxury brand Burberry as the focus of this assignment, I was required to examine the brands marketing communications focusing on USP, competitors, methods of marketing, diffusion ranges etc.
I then had to identify a gap in the market to warrant a new diffusion range providing an outline of the target audience and product range and developing a PR campaign and materials for a named PR activity or event.
I chose to use luxury brand Burberry as the focus of this assignment, I was required to examine the brands marketing communications focusing on USP, competitors, methods of marketing, diffusion ranges etc.
I then had to identify a gap in the market to warrant a new diffusion range providing an outline of the target audience and product range and developing a PR campaign and materials for a named PR activity or event.
International business final project on Burberry Farah Sadiq Khan
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This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
International business final project on Burberry Farah Sadiq Khan
An international brand/business analysis of Burberry.Burberry is one of the leading British luxurious clothing brand, having a great iconic history of about 200 years.
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
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Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
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For more information, visit-www.vavaclasses.com
1. Brand Management
Course code: BUS-454
Submitted To
Nafees Imtiaj( Lecturer, USB )
Submitted By
Sharif Ashiful Islam
ID: 121011131
Department: BBA
10-Mar-15
2. Vinci
The Company Name: Vinci
Vinci is new clothing stores in Bangladesh. The store is now very popular among the present and
young generation for unique collection of designs, specially Punjabis, shirts, pants, jeans, coat
for men and maintains the modern fashion trend. The quality of its product is extremely good as
it has been successful to keep old customers always coming. The name Vinci, itself has now
become a distinct clothing brand in Bangladesh and the credit goes to its exclusive collection and
comfortable products.
The Brand Name: Vinci
POPs(Points of Parity) PODs(Points of Difference)
Trendy
Fashionable
Variety
Attractive
Rebellious
Quality materials
Locally made
Good sales service
Western fashion
Export Quality Materials
Premium pricing
Rugged designs
Rapid trend adoption
Limited period offerings
Authentic Style
Innovative
Original
Young & Vibrant
3. Target Market and Segmentation
Geographic
Country Bangladesh
Country Region Dhaka, Chittagoan, Khulna, Shylet, Barishal
Demographic
Age 15 - 40
Gender Male
Occupation Student , Corporate men
Income ( monthly ) 30,000 BDT – 1,00,000 BDT
( family income )
Location Mostly Dhaka & Chottagoan
Education Not relevant
Psychographics
Social Class Upper & upper middle class
Lifestyle Outgoing , trendy, fashion, comfort lover,
style concerned.
Attitude Fashion conscious
Mental Map
So far “Vinci” is innovative, interesting and credible among its target audience. And its
continuous updating of its designs makes “Vinci” a true point of reference for anyone interested
in fashion. Strategy to connect with target consumers define as “spirited minds” that they are
ageless, positive and dynamic. These consumers are iconic, experimental in nature. There is a
change in attitude marked by greater confidence and free thinking. Consumers look for the
brands which they can identify with. Vinci is all about attitude and this is the key differentiation
which gives the brand a distinct identity. “Vinci” is about “making colour”.
4. 1) Authentic products.
2) Classy look product.
3) Wide range of variety collection.
4) Cheaper than ecstacy, texmart, occult.
5) Easy to remember the brand mantra.
6) Offers special discount in every occasions.
7) Both asian and european sizes.
8) Available size.
9) Target oriented.
10) Fashion conscious.
11) Arising of international markets.
12)Ability to produce new products.
13)Low manufacturing and production cost (locally made)
14) Starting online shopping.
Core Brand Associations
• Vinci has a major influence in street fashion, and was a natural consequence which differentiates them
from other similar Brands.
• Vinci collection includes a trendy and fashionable assortment of flattering styles
• Authentic details and functional attributes give Vinci a strong sense of identity.
• At the beginning Vinci always tried to establish itself as famous brand but could not be able to do it due
to the lacking of high financing so they used to sell different brands in Vinci which were export
leftovers. It was a fashion house where they used to sell different brands under the same umbrella.
• Vinci tried to create a Brand Image by their exclusive designs and high quality product which can
compete with any renowned Brand.
• The brand is the innovator in fashion product. Vinci will continue to innovate and design unique
strategies and product .
5. BRAND Mantra/Slogan
Each every brand has a brand mantra or slogan. It is a heart and soul of a brand. It is like telling
all about the brand what it’s about the brand. A brand mantra is a 3-5 word shorthand
encapsulation of your brand position. It is not an advertising slogan, and, in most cases, it won't
be something you use publicly.
Vinci’s brand mantra/slogan is “WE color your life”.
Product, Pricing and Channel strategy
Product : They offer a wide range of product line at Premium price. When it comes to product
they maintain a quality. The Vinci product range is developed under different categories to fit
with the market requirements and to address different segments of the luxury consumer market.
The product however have a single unifying factor in the elements of its development. The same
high level of skill, precision, craftsmanship and quality material is applied in the development of
each product, whether its denim-based .
Pricing : Vinci’s pricing strategy is the premium pricing strategy. Some of the products in lower
priced categories such as denim but the brand applies the same premium pricing to all product
categories in varying degree.
Channel strategy : Vinci goods are retailed through directly owned store and selected
distributors. The company’s online boutique also retails selected products in the Dhaka and
Chittagoan market only. Vinci also has store at outlet shopping center such as the company’s
own outlet shopping center located in basundhara city, jamuna future park, navana tower. In
addition, Vinci products can also be found at several of the value retail outlet. The brand might
need to tighten up its product distribution channel to generate a higher level of brand equity.