Lanvin - Brand Strategy
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
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
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.