Lanvin - Brand Strategy

Topics: Brand, Branding, Trademark Pages: 63 (7632 words) Published: March 11, 2012
 
 
 
 

 
  Brand
 Management

 
 
 
 
 
 
 
 
 
 
 
 
 

FLORENCE DE CLERCQ Professor Lionel Sitz
-­‐
 2011
 -­‐
 

Table
 of
 Contents
 
 
1. Introduction ............................................................................................................................ 3 2. History .................................................................................................................................... 3 2.1. The empire of Jeanne Lanvin .......................................................................................... 3 2.2. Lanvin’s trademarks ........................................................................................................ 5 2.3. From the death of Jeanne Lanvin to the death of Haute Couture .................................... 6 2.4. Finally appropriate homage to Jeanne Lanvin ................................................................. 7 2.5. Lanvin today .................................................................................................................... 7 3. Branding Strategy ................................................................................................................... 8 3.1. Brand identity .................................................................................................................. 8 3.1.1. Brand as a product, an organization, a person and a symbol .................................... 9 3.1.2. Brand identity prism ............................................................................................... 11 3.2. Brand image ................................................................................................................... 12 3.3. Territory ......................................................................................................................... 13 5. Fashion and aging society .................................................................................................... 15 6. Conclusion ............................................................................................................................ 17 7. Appendix .............................................................................................................................. 18 8. References ............................................................................................................................ 26

 

 
 
 
 
 
 
 
 

1.
 Introduction
 

 

 

The House of Lanvin came to life through the extraordinary woman Jeanne Lanvin. Her design career endured for fifty-six successful years which resulted in the oldest surviving couture house in continuous existence from 1909 to 1993. Unfortunately, to this day compared to famous names such as Gabriel Coco Chanel, Paul Poiret or Jean Patou, many remain unaware of the identity and achievements of Jeanne Lanvin. Her contribution to the fashion industry by the use of original colors and innovative surface decorations is today still of great value. After her death, the company struggled from one designer to another, and was owned by different companies. The turning point came in 2001 when Lanvin was taken private again by the Harmonie investor group. Alber Elbaz was appointed as creative director and his work was immediately appreciated. Between 2003 and 2008, the turnover increased with 83%, which illustrates the company’s global expansion with a special focus on Asian markets. Lanvin can be considered today as a true luxury brand thanks to its long heritage combined with the highly praised efforts of Elbaz to modernize the brand. In this following paper, we will firstly discuss the history. In a second point, we will analyze the brand strategy of Lanvin: its identity, its image and its territory. In a third point the collaboration with H&M will be clarified through a...

References: Articles Xerfi 700 (May 2010). Haute couture et Créateurs de mode. Pp 47-48. KPMG (2006). Managing Luxury Brand Growth. Consumer Markets. Pp.8 Books Aaker D. (2000). Brand Leadership, pp. 50. Kapferer J.-N. (1997). Strategic brand management: creating and sustaining brand equity long term, pp. 100-106. Merceron D., Elbaz A. & Koda H. (2007). Lanvin, p. 370. Tungate M. (2008). Fashion brands: Branding style from Armani to Zara, pp. 41. Interviews Several interviews conducted at H&M story in Lyon (November 23rd 2010).
Internet Biographicon, biography of Jeanne Lanvin, , consulted on December 17th, 2010. Business of Fashion, interview with advisor of private trust of Bartel family, , consulted on December 19th, 2010. Huffingtonpost, Lanvin for H&M collection, < www.huffingtonpost.com>, consulted on February 16th, 2011.
Inspirer, The Alber Elbaz story, , consulted on February 5th, 2011.
Lanvin, , consulted from November 2010 until February 2011. Ny Times, fast fashion meets couture in Paris, , consulted on November 25th 2010. Plastic letters, Summary of The Lanvin Book, , consulted on February 2nd 2011.
Prodimarques, Lanvin Saga, , consulted on January 5th. Pure Trend, biography of Jeanne Lanvin and Radioscopie of the brand, , consulted on November 29th 2010 and on January 13th 2011. Style, The Future of Fashion, Part Six: Alber Elbaz, , consulted on January 16th 2011. The Internet Fashion Database, Biography Jeanne Lanvin, , consulted on December 2nd, 2010. Wordpress.com, , consulted on December 22nd, 2010.
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