The Branding Luxury Brand Valentino Marketing Essay

The Branding Luxury Brand Valentino merchandising EssayA luxury notice or prestige brand is a brand for which a majority of its mathematical wargons be luxury goods. It may besides include certain brands whose names are associated with luxury, high price, or high quality, though few, if any, of their goods are currently considered luxury goods.Luxury goods are said to have high income elasticity of demand as population become wealthier, they get out buy more and more of the luxury good. This also means, however, that should at that place be a decline in income its demand all(prenominal)ow for drop. Income elasticity of demand is not unceasing with respect to income, and may swop sign at different levels of income. That is to say, a luxury good may become a normal good or even an outclassed good at different income levels, e.g. a wealthy person clams buying increasing numbers of luxury cars for his automobile collection to wampum collecting airplanes (at such an incom e level, the luxury car would become an inferior good).Valentino haute frame dressingThe Valentino air assort S.p.A is a natural extension of the Marzotto Groups industrial experience. Over the forms, through specific acquisitions aimed to cogencyen their presence in the attire domain, it has gradually shifted approaches, becoming less production-oriented and more fashion-driven and foodstuff-oriented.The fashion industry is a highly competitive industry, where product life cycles are short. The economies gained by product differentiation are built on brand image and product styling can be quickly imitated. These developments force firms to innovate at a rapid pace, denying them the benefit of lasting advantage.Valentino includes the following brands Valentino, Valentino Garavani, Valentino Roma e blushful Valentino. It operates in the upper end of the fashion and luxury food market, offering liquid ecstasy products in the couture, ready-to-wear, designer, diffusion and bridge segments.Nature of the BrandThis business whole gets its name from Valentino Garavani, the undisputed master of haute couture and i(a) of the leading representatives of Italian air and creativity in the human beings of fashion and luxury. In over 45 years of being in business, his collections have dressed and accessorised top outside(a) celebrities time and time again. Its image of glamour, exclusivity and strong fashion make Valentino a brand well known for the sophistication and elegance of its creations.Valentino Haute Couture offers a material body of collections made up of unique items singularly handcrafted in the prestigious atelier situated in Rome. A team of about 40 prime(a) is entirely dedicated to the highest quality manufacturing of one of a kind singular creation. Valentino Prt--Porter presents sophisticated, sole(prenominal) lines for women and men intended for an elegant, but unconventional juvenile clientele belonging to the sweet international je t-set. Valentino surprised everyone with a revamped resource of haute couture a reference to a new, younger target market who loves the exquisiteness and exclusiveness of the upper end of fashion. The collection is colourful, with saturated neon tones. Maria Grazia Chiuri and sour grass Paolo Piccioli bring us the wilder side of the Valentino woman. With fluorescent bustier, translucent garments and tulle leggings, this is a truly revamped collection that experiments with new silhouettes. The designers are sure about one thing this collection is designed for a younger audience. The brand took ardor from a lush, colourful interpretation of Eden full of birds, innocence and sensuality. goat MarketValentino have made their Spring Summer 2010 campaign a tribute to their revamped target market. Maria Grazia Chiuri and Pier Paolo Piccioli are thinking of a new generation of clients, and theyve revamped their target market in collaboration with pelf Mohr and Dree Hemingway.Their sin gle outy dresses look more youthful, and their unique fairies have inspired new designs featuring organza in gold, pink and nude tones.Brand PositioningThe Valentino fashion Group S.p.A plays a vital role in the world of fashion and luxury, with a rich and well-diversified portfolio of products which includes clothing, accessories, and footwear for men and women.In the highly discriminating world of fashion and luxury, few players have gained the international fame the Valentino Fashion Group S.p.A has achieved. The Valentino Fashion Group S.p.A offers an array of complementary brands characterised by a consolidated spherical presence, nice brand sensory faculty, and strong product recognition. The groups activities are broken vote out into two business units, covering the entire luxury and fashion sector where a wide range of styles and products are offeredValentino, featuring the prestigious brands Valentino, Valentino Garavani, Valentino Roma and sanguine ValentinoLicensed brands MCS Marlboro Classics and M Missoni, in addition to its own brands Lebole, Oxon and Portrait.Until 23 celestial latitude 2009 there were three business units, which even included Hugo emboss, a confederacy which was relinquished on that date and therefore no longer a part of the consolidated group. The Valentino Fashion Group S.p.A operates in over one hundred ten countries, with more than 1,600 single-brand boutiques and 433 directly-managed shops. The Groups consolidated revenue for the 2008 financial year is approximately 2.206,9 million. more than than 13.081 employees work in directly controlled companies and branches spread across 28 countries.Its no secret that Valentino has been sending the costume department of Gossip Girl clothe and accessories almost every main female character on the show, fork out maybe Vanessa and Lily van der Woodsen, have sported Valentino bags, dresses, and even headbands more than once. wizard recent episode even revolves around Jenny and a drubbing involving a one-of-a-kind red Valentino gown.At initiatory, I thought product placement there was too much of the brand for it not to be a coincidence. But is the Gossip Girl market really Valentinos target market? Apparently it is now the brand is going for rapid expansion and one if their main checkpoint is To attract a younger, trendier consumer charm not losing the brands current clientele. And there you have it, product placement at work.CUsersmansiPicturesVFG_organigramma_201002_eng.jpgBrand hollerTodays fashion world is a framework, which enhances values such as style and research, creativity and innovation, technology and craftsmanship. Its distinctive feature is the skill to merge many a(prenominal) spirits into a harmonious balance. The real protagonists in this global eyeshot are those who offer proposals charged with irresistible value and designed to commix an extensive variety of products and trademarks by converging the offers quality and vari ety and consumer satisfaction. The address isTo be the fashion worlds protagonists in the fashion and luxury sectors.Ensuring the highest quality standards in all market segments we serve.Steadily focusing on the demands of an unwaveringly evolving cosmopolite consumer.Pursue excellence and innovation by establishing an on-going dialogue between cacoethes and experience.Brand EssenceIncreasing the value of human resources, work in team and development of individual skills are the key for the VFG success. People that we are looking for should be active and determined, with spirit of enterprise and innovative substance they put themselves on the line and give all their best in everything they do.Creativity and quality the central factors of creative processes detailed research and expert choice of materials total control of all processing phasesDifferentiation and pickaxe multiple styles an extensive diversified offerFlexibility and efficiency excellent production processes a nd logistics sourcing steering designed to ensure the highest product quality tenacity and innovation enhancement of each brands distinctive features application of advanced techniques to the management of global brands consistent strategic choices for global developmentEthics integrity, lawfulness and transparency in business relations with all stakeholders total conformance with international laws and regulations concerning labour protectionThe consumers central role never weakness to keep in mind that we concretise our Consumers dreams.Research and Evidenceclause 1435VALENTINO FASHION GROUP 2008 RESULTSTURNOVER UP 5% AT never-ending EXCHANGE RATES AND EBITDA STABLEMilan, April 17th 2009 Valentino Fashion Groups consolidated meshing turnover in 2008 rose to 2.206,9 million Euro, an addition of 3% at current sub rates and 5% at constant turn rates, compared to 2007.This result reflects the positive performance of Hugo Boss (turnover up 6% at constant flip rates), of Valentino (turnover up 5% at constant trade rates) and of the other brands belonging to the Group (turnover up 5% at constant exchange rates, with the M Missoni licensed brand posting an increase of 27%). Hugo Boss. Despite very difficult market conditions, Hugo Boss strengthened its market leading position internationally. Hugo Boss broadly flat revenues in a subdued German market were counterbalanced by gross sales increase in other markets. Sales in Germany were 357 million Euro (down 1%), while sales in the Americas and in Asia enjoyed double digit increases in 2008 sales in the Americas change magnitude to 307 million Euro (+10% at constant exchange rates) while in Asia/Pacific sales rose to 162 million Euro (+25% at constant exchange rates).Valentino. The considerable harvest-tide of Valentino in the first half of the year was offset by the negative performance of the retail business in the second half of the year, following the gradual declension of the international mac roeconomic environment. Valentinos core markets, Europe and the US, both suffered, posting single turnovers of 130 million Euro (-1%) and 50 million Euro (-5% at constant exchange rates). By contrast, the Asian markets held up well as sales increased to 56 million Euro (+19% at constant exchange rates). Revenues at Valentino Fashion Groups direct operated stores channel increased to 390 million Euro, up 7% compared to 2007. This increase reflects the expansion of the retail network, which amounted to 433 points of sale at the end of 2008 (December 2007 369). Valentino Fashion Group EBITDA, adjusted for one-off be relating to management changes at the Board of Hugo Boss and the reorganization of the Group, reached 320,4 million Euro (14,5% on revenues), broadly stable compared to the prior year (330,3 millionEuro), with an Operating Income of 248,3 million Euro (11,3% on revenues), a decrease of 7% compared to 2007.Stefano Sassy, CEO of Valentino Fashion Group, commented The group posted solid turnover growth and succeeded in maintaining its profitability despite challenging market conditions in 2008. The observation tower for 2009 remains difficult and the Group acted quickly to optimize processes and save costs where necessary. Notwithstanding the uncertainty of the current environment, we are confident that the breadth and strength of our brands leaves us well positioned to deliver on our ambitious growth objectives in the medium term.February 17 2010Valentino assists Francesca Rava N.P.H. Italia Onlus Foundation for Haiti childrenMilan, 17th February 2010 During Milan and genus Paris fashion weeks, the offer of Valentino provide stake an initiative of great significance and value to benefit Haiti children.In collaboration with Francesca Rava N.P.H Italia Onlus Foundation (www.nphitalia.org), forever engaged in uninterrupted charitable activity throughout Haiti, Valentino boutiques of Via Montenapoleone and Avenue Montaigne will host an exclusive evening starting from 630 pm Milan on twenty-fourth February and Paris on 10th March.Valentino Creative Directors Maria Grazia Chiuri and Pier Paolo Piccioli, deeply involved in this important project, will personally take part to both events to present an exclusive t-shirt expressly created by them to support the initiative. This significant item will be available in both boutiques throughout Milan and Paris fashion weeks respectively. All t-shirt profits will be entirely donated to Francesca Rava Foundation, which during the Paris event will collaborate with N.P.H. France, to support focused rehabilitation and medical-surgical programs. Day to day beneficial mission involves functional towards providing a physically and emotionally new alternative life to all children affected by Haiti earthquake.This special t-shirt will also be available on valentino.com website starting from March 15th. All proceeds will once again be devolved to sustain this significant charitable project.Dur ing Milan and Paris fashion weeks, the House of Valentino will continue to actively support the equivalent initiative by devolving part of Montenapoleone and Montaigne boutique in store sales.In collaboration with photographer Stefano Guindani, the book HAITI through the eye of stefano guindani will be available for purchase in Valentino Milan and Paris boutiques. This unique volume, published by Electa, is the pure result of an extensive and in depth photo reporting from Stefano Guindani. Entirely dedicated to Haiti children and withholding images featuring voyages performed prior to the tragic earthquake, this book has latterly highlighted many endless dramatic events linked to a country devastated by poverty and civil battles. All book profits will be entirely donated to Francesca Rava N.P.H Italia Onlus Foundation.The House of Valentino dedicates total commitment towards this important philanthropic operation, triggering awareness around the internationally proclaimed immens e emergency for Haiti children.