Iceberg

ICEBERG

An Italian Luxury Brand

AGENDABrand HistoryThe LookConcept of Brand NameArt of PopularityAdvertisement Campaign4PSWOT AnalysisSTPCollections

BRAND HISTORY 1962

Gilmar group by Silvano Gerani & Marchini1974

Launching of brand-ICEBERG

Idea:not simply sportswear but fashionable knit sportswearMen’s wear-knitted coat with unusual colours, Andy warhol’s Pop Art

19761st collection for women

1987Strengthened its distribution in Japan-multinational Toyata

1989Inaugrated its 1st boutique in Milan

1991 Opened a new showroom in New York.

1992New leather wear-entirely self producedWide range of accessories signed ICEBERG

1995First fashion show Autumn/Winter 1995-96 Collection for women was held in MilanFirst ICEBERG eyewear collection was launched in the marketCreation of ICEBERG Jeans for men and women

1998ICEBERG's first fashion show Fall/Winter 1998-’99 Collection for men

2003A new license agreement - the new collection ICEBERG for children was launched from autumn/winter 2003/04

CONCEPT OF BRAND NAME:Iceberg-fashion house’s international vision beyond borders

ART OF POPULARITY:Handshake with Formula One Boss Bernie Ecclestone.

ADVERTISEMENT CAMPAIGNGallery of Brand Ambassadors– Andy Warhol– Carla Fracci– Vivienne Westwood– Luciano Benettona– Franco

Fashion Personalities

THE LOOK

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

prints.

4P

PROMOTION

• Pamela Anderson• Paris Hilton• Mischa Barton• David Beckham• Teri Hatcher• Lil'Kim

PLACE

• Italy• London• Paris• Moscow• Russia• Saudi Arabia• Ukraine• Dubai

4P

PRODUCTS

• Apparel• Eyeglasses• Watches• Perfume• Water• Leather goods• Footwear• Scarves

PRICE

• High cost• Luxurious

SWOT ANALYSIS

OPPORTUNITIES

Online expansion & promotionGreat opportunities in developing countries like India

ICEBERG

STP

•Young customers looking for unique styles, chic and more fashionableSegment

•Upper Urban youthsTarget Group

•very stylish in its own unforgettable wayPositioning

labels

Awards

• 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.

collections

REFERENCES

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

Thank U