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Monday 17 February 2014

SEMINAR | SUCCESSFUL FASHION BRANDS

Monday 17th Feb | seminar task
AIM : Research given brands competitor.

Identify the following :
- market level
- other competitors 
- a brief resume of the brands activities 
- describe brands marketing strategies / activities
- identify core values
- write up a detailed of KENZO's latest collection


Competitor : DRIES VAN NOTEN | PREMIUM BRAND

WHY ARE THEY A COMPETITOR?
- both have an Ethnic approach inspired by arts and different Cultures, both have a mix of colours and pattern

OTHER COMPETITORS?
- Marni    
- Antonio Marras
- Balenciaga
- Marc Jacobs

WHAT DOES DRIES SELL?
- menswear - womenswear - accessories - small leather goods - footwear - sunglasses

MARKETING STRATEGY?
Discreet | Not for Commercial Marketing | Self Financed | Website and online blog
Communicates through window displays and runway show | His decision not to advertise was not a choice, but a necessity.

TARGET CONSUMER?
artsy | fashion forward | fashion forward

CORE VALUES
eccentric | timeless eclecticism | freedom to grow | attention to detail 

S/S 14 COLLECTION
Vans Noten S/S14 took influence from south American Navajo with folkloric twist.
This orient is still present with woven kimono Jackets with unexpected details.
There seems to be a hint of Spanish influence within the detailing, where the gold and black appliqué ruffles are seen. Within the collection a noticeable detailing to the baroque print developed into 3D embroidery.  



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