MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS INTRODUCTION Givenchy is a designer founded by Hubert de Givenchy in 1952. He was known for haute couture at the time when he founded “Les Parfums Givenchy” in 1957. When he asked his friend, a movie start called Audrey Hepburn to be the face of his perfume, L’Interdit, he created a revolution. For the first time in history, an image of a movie star had been used for an advertising campaign. In 19 59, the brands "Monsieur Givenchy" and "L'eau de Vetiver" were released followed by the release of a female perfume Givenchy III using the slogan, “Givenchy III gives memories to men”. The great success of Givenchy perfumes pushed for the construction of a factory in Beauvais. A historic city in the northern France region of France. The meeting of Hubert de Givenchy and Audrey Hepburn is what gave Givenchy its style in which French elegance meets American glamour. A combination of sophistication and modernity. Hubert de Givenchy retired in 1995 but the brand success continues in the 21 st Century. Givenchy produces fragrances for both sexes and is also known for fashion, accessories and haute couture. Givenchy, is a French fashion, accessories and perfume brand. The company produces their beloved classic perfumes such as Amarige and Xeryus but also remains relevant in the market with newer fragrances advertised by popular celebrities such as Justine Timberlake and Amarige. Givenchy also produces accessories such as make up for ladies, bags and watches. The company prides in its clothing line for 1
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
INTRODUCTIONGivenchy is a designer founded by Hubert de Givenchy in 1952. He was known for haute couture at the
time when he founded “Les Parfums Givenchy” in 1957. When he asked his friend, a movie start called
Audrey Hepburn to be the face of his perfume, L’Interdit, he created a revolution. For the first time in
history, an image of a movie star had been used for an advertising campaign.
In 19 59, the brands "Monsieur Givenchy" and "L'eau de Vetiver" were released followed by the release
of a female perfume Givenchy III using the slogan, “Givenchy III gives memories to men”. The great
success of Givenchy perfumes pushed for the construction of a factory in Beauvais. A historic city in the
northern France region of France.
The meeting of Hubert de Givenchy and Audrey Hepburn is what gave Givenchy its style in which
French elegance meets American glamour. A combination of sophistication and modernity. Hubert de
Givenchy retired in 1995 but the brand success continues in the 21 st Century. Givenchy produces
fragrances for both sexes and is also known for fashion, accessories and haute couture.
Givenchy, is a French fashion, accessories and perfume brand. The company produces their beloved
classic perfumes such as Amarige and Xeryus but also remains relevant in the market with newer
fragrances advertised by popular celebrities such as Justine Timberlake and Amarige. Givenchy also
produces accessories such as make up for ladies, bags and watches. The company prides in its clothing
line for public purchase and runway modeling and also dresses celebrities on big events.
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
SOCIAL MEDIAGivenchy uses four main social media to promote their brand. These include Facebook, Twitter,
Instagram, Google+ and YouTube.
YouTube
Page: www.youtube.com/givenchy.user
Givenchy uses YouTube to promote their runway shows. Videos are posted before the event to create
awareness, during the event to show the public what is taking place and after the event for future
reference and incase people are interested in checking out past events. (See screenshot 4 in appendix)
The page was created in 2012 and now has 7,769 subscribers and 28,852 views. On the home page,
Givenchy has posted one video for the GIVENCHY Fall/Winter 2014 Women's showcasing their
products being worn by runway models. The video has 11,325 views, 97 likes and 6 likes. Comments
seem to be made by people with interest in fashion and runway models in particular. (See screenshot 1 in
appendix)
The “videos” page has 5 recently posted videos 4 about a runway show and one a commercial for
GIVENCHY DAHLIA NOIR EAU DE PARFUM. Popularity ranges from 2014 views for the commercial
to 11,325 views for one of the runway videos. (See screenshot 2 in appendix)
There are no discussions on the discussion board. For a company as big as Givenchy, I would say that
YouTube has not been used to its full potential to promote the product. (See screenshot 3 in appendix)
Facebook
Page http:// www.facebook.com/givenchy
Givenchy uses Facebook mainly to promote their products (https://www.facebook.com/Givenchy). The
page was opened in March 2011 and now has a following of 1,380,497 likes (See screenshot 5 in
appendix). When the page had just been established, Givenchy used survey questions to know how best
to sell products based on user feedback. This survey was used to check which of the three bags
Nightingale, Antingona and Obsedia clients found more appealing. (See screenshot 11 in appendix)