Fashion Brand Managment - Marchesa

Marchesa is a brand

specializing in high end

womenswear, established in

2004 by Georgina Chapman

and Keren Craig.

Background

Logo and the Font - Simple and plain - The font is Trajan Pro

A URLs (Uniform Resources Locators)

http://www.marchesa.com/

Package

Marchesa is sold in high end department stores worldwide including

Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue and Net-A-Porter, in

the US.

Store Label

- Easy to pronounce since it just has three syllable(Mar-kay-sa) - Easy to remember and recognize since the brand name is unique - The brand is named after an iconic European socialite so as to distinguish the product's positioning relative to the competition and attract people’s attention - The pronunciation of ‘Marchesa’ makes people think that brand like a feminine and elegant female, so it suggests the company or product a good overall image. Therefore, ‘Marchesa” is a good brand name

Brand Philosophy

The brand is named after an iconic European socialite named the Marchesa Luisa Casati whose opulent life revolved around decadent fashion and over the top moments. Follow the concept of Marchesa Luisa Casati : ‘I want to be a living work of art’. The beautifully crafted designs inspired by vintage and Asian influences in order to carry out the concept of making the designs as art.

MARCHESA this brand is:

Image

Distinctive Design

- Tulle , Satin, Silk and Chiffon - Trimming lace - Hand embroidery - Silver and pearl - Beading & sequin - Feathers and hand draped rosettes - Cut-out effect

Attributes

- Good and various materials used - Gorgeously crafted designs - Unique embroidery and fancy workmanship

Benefits - Ethereal and elegant as well as glamorous and ball-worthy looks

Psychological Values

- High end - Nobility - Internationally well-known

Mix Modern women elements with oriental and vintage aesthetic feelings

Culture

Personality

- Muse - Romantic - Superior - Aristocratic

User Groups

- Upper class, Artists, Celebrities

MARCHESA - premium collection with accessories

MARCHESA BRIDAL - wedding dresses collection

MARCHESA notte- diffusion collection

MARCHESA VOYAGE - diffusion collection

Label

Marchesa is Premium brand + Diffusion brand use different name to differentiate between the various lines but still includes the brand name ‘Marchesa’ :

Ready

To

Wear

Mass Market

Brand Hierachy

Diffusion Line

High End Evening Dresses

-Priced from $2500-$8000

-Ethereal aesthetic to the modern silhouettes ,timeless

and romantic and cream coloured palette.

Diffusion Line

-Priced from $3000-$12000

-Bridal markets

-Ethereal romantic to modern silhouettes

-Cream coloured palette

-Classic column and strapless gowns draped in silk crepes

-Ttulle and chiffon with hand embroidered silver and pearl

–Feathers and hand draped

rosettes - Sculptured in tulle overlay

and duchess satin.

High End Bridal Gowns

Diffusion Line

notte

-Priced from $500 -$1300 -Formal dress markets -Modern silhouettes -Classic style and embroidered detail -Lace ,chiffon and die-cut and one-piece design

Lower-Priced Evening Dresses Line

Diffusion Line

-Priced from $150 to $750

-Daywear and accessories markets

-With a decidedly fancier, classic Marchesa spin

-Shift dresses, silk tops, harem pants, and collarless jackets of sparkling embroidery, lush fur,

and scarf-inspired prints

-Also includes 45 styles of embellished shoes.

Lower-Priced Daywear Line

Diffusion Line

Diffusion Line

Marchesa autumn/winter 2013/14

In recent years Marchesa has collaborated with Christian Louboutin on an exquisite collection of shoes

Collaboration

The Marchesa x Le Métier de Beauté Cosmetics Collab Unveiled

-priced between $38 and $65 - credit-card-size eye, cheek, lip, and face palettes, eight shades of double-ended lip glosses, and highlighting pens

Collaboration

Marchesa has collaborated with Stila Cosmetics and expanded its empire with makeup

Collaboration

Partnered with Lenox to launch dinnerware

La Perla X Marchesa Underwire Bra & Thong combine ethereal allure with subtle supportive details -Priced around $250

A new collaboration with heritage brand Garrard and Stephen Webster

HP and Marchesa teamed up to create laptops that is made of Swarovski crystal for Mercedes Benz Fashion Week.

Target Marketing

Geographic Segmentation - Region

International, e.g. US, China, Europe etc. For example: US

Demographic Segmentation - Age

- Gender

- Income

$40000 or above per month

- Social Class

Upper class

Psychographic Segmentation - Activities Ball, grand banquet, awarding ceremony(e.g. Red Carpet) etc. - Attitudes Aristocratic and feminine

Behaviouralistic Segmentation -Benefits sought Status recognition -Usage rate Premium user -Brand loyalty Brand followers/ worshippers -User status Potential, regular etc. -Occasions Banquet costumes, ball etc.

SWOT analysis diagram

• Unaffordability might make impact of recession

• Competition from high street fashion e.g H&M who cooperates with top designer brand and fashion icons

• Competition from new entered foreign bands that offer very fast fashion styles at even more affordable prices

• Targeting high income consumers • Charity provides opportunities to

target new customers • Increase in popularity and strength

of brand image (celebrity customers)

• Provides expansion and recognition opportunities with its mature market position and status all across the world

• Increase revenue and profits

• Unavailability in clothes range • Usually just sales evening dress • Unaffordability • Shopping inaccessible E.g no

many choices sale on website • Difficult to manage - numerous

lines of products • Diseconomies of scale • Store presentation become difficult

to control

• Unique tailoring and design • Accessibility - store coverage all

over the country • Numerous choices in product

lines • Numerous options in collections

and styles • Choices at multiple price points • Diffusion Line established brand

image and market position • Good brand identity and image • Strong celebrity fan base • over 300 stores in UK and 100

overseas - increased competitive on the international

• Good customer service • High Brand awareness • High Brand recognition

Strength Weakness

Threats Opportunity

Brand Portfolio

Design

Price

Market Positioning Chart

Brand Portfolio

Positioning Statement:

To celebrities, Marchesa is the brand of Hermes that

more nobiliary and feminine due to the hand

embroidered pearl embellishments as well as the

feathers and hand draped rosettes, those unique

design feature.

CHANEL

Dior

Positioning Statement:

To upper class, Marchesa is the brand of Vera Wang that more fabulous and sumptuous since

the various materials used and gorgeously crafted and exceptional workmanship

0

2

4

6

8

10

CHANEL

ELIE SAAB

VERA WANG

Dior

Brand Differentiation Analysis

Differentia

-http://www.haibao.cn/brand/1365/

-http://multiplefashiondisorder.wordpress.com/2010/09/17/marchesa-

spring-2011/

-http://www.harpersbazaar.com/fashion/fashion-articles/georgina-chapman-0208

-http://www.stylefull.com/wp-content/uploads/2011/06/22New-York-Bridal-Week-Spring-2012-Marchesa.jpg

-http://fashion.telegraph.co.uk/galleries/TMG8260158/Celebrities-wearing-Marchesa.html

- http://thefrenchmouse.blogspot.hk/2011/02/marchesa.html

-http://www.justsammthing.com/2011/02/new-york-fashion-week-marchesa.html

-http://www.thedieline.com/blog/2012/12/3/marchesa-parfum-dextase.html

-http://fabzz.com/taylor-momsen-at-marchesa-fall-2012-fashion-show.html/taylor-momsen-legs-at-marchesa-fall-

2012-presentation-04

-http://www.glamourmagazine.co.uk/fashion/celebrity-expert-opinions/2011/11/selena-gomez-white-marchesa-

mini-dress

-http://fabzz.com/stacy-keibler-marchesa-fall-2012-fashion-show.html/stacy-keibler-legs-in-tight-dress-at-marchesa-

fall-2012-fashion-presentation-07

-http://www.redcarpet-fashionawards.com/2011/02/28/halle-berry-in-marchesa-2011-oscars/

Reference

-http://www.vogue.co.uk/search?q=marchesa

-http://www.facebook.com/MarchesaFashion/info

-http://www.marchesa.co.uk/index.php

-http://www.centralweddings.com/cn/collections/marchesa

-http://en.wikipedia.org/wiki/Marchesa_%28brand%29

-http://www.dillaards.com/product/Marchesa-by-Lenox-Empire-Pearl-Indigo-China_301_-1_301_503216915

-http://www.sephora.com/search/search.jsp?contentGroup=Marchesa_EditorsPicks_SkuList&title

=The%20Collection&maxSKU=4

-http://en.wikipedia.org/wiki/Luisa_Casati

-http://repeatpattern.blogspot.hk/2012/03/marchesa.html

-http://www.clozette.co/fashion/browse/d04ccd2da80d48b18f53b981129dda7e/taniairawan@CD

-http://www.lifestylemirror.com/woman/fashion/georgina-chapman/

-http://www.zimbio.com/pictures/IfFba44k6Iz/Fashions+Night+Out+Sephora+5th+Avenue/8M-TqhIGIC7

-http://blushingnoir.com/2012/09/marchesa-parfum-dextase-eau-de-parfum-spray-photos- review/

Reference

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