Moschino Brand Elements
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Transcript of Moschino Brand Elements
ELEMENTS OF A BRAND FMT3A Bini, Katherina & Jia En
CONTENT Why Moschino
History
Identity
Associations
Values Focus
Promise
Differentiation
Unique Selling Point
Archetype, Personality& Narrative
SWOT Analysis
Marketing Positioning
Equity
Branding 4Ps
Conclusion
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
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.
BRAND IDENTITY IS THE SET OF PRIMARY, VISUAL ASPECTS OF THE BRAND.
Logo & Typeface: ‘Akzidenz Grotesk’
Corporate Colours: Black & White
Simple & Versatile
BRAND IDENTITY IS THE SET OF PRIMARY, VISUAL ASPECTS OF THE BRAND.
Layout: Colourful & Irreverent
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.
BRAND IDENTITY IS THE SET OF PRIMARY, VISUAL ASPECTS OF THE BRAND.
Materials Used:
Variety, loud, eccentric prints
E.g. SS 2010 RTW
Brand Associations
Humorous
Joy
Happy
Girly
Cheerful
Environmental Friendly
Irreverent Eccentric Surreal Party Dress Up
Witty Colourful
Individualistic Fashionable Creative Daring Unique style
BRAND VALUES FOCUS WITTY
INDIVIDUALISTIC
CREATIVE
HUMOUROUS
ENVIRONMENT-FRIENDLY
BRAND PROMISE INDIVIDUAL DESIGN
UNIQUE STYLE
QUALITY
BRAND DIFFERENTIATION:
Surreal elements
Similar to John Galliano, Victor & Rolf
But more wearable, playful and feminine, less dramatic
UNIQUE SELLING POINT Witty & surrealist
Reinterpretation of the classics
Fun for consumers; keeps them curious and wanting more
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
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!”
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
MARKET POSITIONING (BROAD) Price Low High
Quality: Low Economy Cowboy
High Bargain Premium
MARKET POSITIONING
Tsumori Chisato
Price
Quality
Moschino
Marc Jacobs
Marc by Marc Jacobs
John Galliano
Biaten
BRAND EQUITY Strong brand recall for:
Loud, eccentric, surreal & colourful clothes & perfumes
Funny, witty & striking window displays
PRICE
PRODUCT
The style Witty
Colorful, cheerful
Unique design
Limited Piece
Price range:
$170 - 3400 (one piece black dress)
PLACE
On the first floor of the Paragon Shopping Centre
290 Orchard Road, Singapore +65 6738 5535
PARAGON- 1000sqft asking $30000
TOUCHPOINTS
Website (www.moschino.com)
Celebrities
Packaging
TOUCHPOINTS Window Display
TOUCHPOINTS
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
TOUCHPOINTS
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.
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
THANK YOU For your kind attention!