However, this is incidental to Westwood, her actions are rooted in strong personal beliefs and her motivation is certainly not to increase the profile of her brand. Signage, packaging and shop design are coherent with the brand identity and each is instantly recognisable as Westwood. The orb logo is used as an effective tool to distil the essence of brand. In addition, the use of a font with flourishes and tails conveys elegance.
The logo is printed in metallic gold on packaging, signifying luxury. The orb has become an iconic emblem that it is instantly recognisable as Vivienne Westwood, even without the accompanying name. This has supported the sale of branded products which have become popular and highly lucrative lines. Posner, Customers are both male and female and value a unique look with attitude and style.
By buying Westwood as a brand, they are signifying their social and environmental awareness. They are fashion conscious but do not slavishly follow trends, preferring to be original and stand out and maybe even be offensive from time to time but they also appreciate great quality and construction. Customers use fashion to make a statement about themselves and control how they are perceived by others.
This connects the customer to the brand on an emotional level providing a much stronger bond than just coveting the products. The price points of the brand fall into the premium and luxury categories and are aimed at customers who are likely to be middle to high earners. However, the brand extends beyond this, specifically with branded products that many, on much lower incomes than the core target group, save up to buy.
Japan in particular is a very large market for this type. Very recently the brand has also become part of the see-now, buy-now trend, with the decision to offer a capsule collection of 20 pieces from their unisex collection for immediate purchase after their Paris show in October There are other brands that operate in the same market but it is difficult to isolate a brand that competes directly as there is no other brand that has a comparable brand identity.
However, other brands that operate in the same market and offer a similar avant garde style are as follows:. Alexander McQueen offers a similar price point to customers that have a distinctive and individual sense of style.
However, McQueen is more current than Westwood, tapping into current trends and relying less on historical and retrospective references. Jean Paul Gaultier is renowned for creativity and fabulous tailoring. He is also similarly irreverent and inclined to shock. However, in he announced that he was closing his ready to wear labels in order to focus on haute couture collections. Therefore, although there are similarities between the two brands and the type of customer they are likely to attract, Gaultier only currently competes directly with Westwood within the highend luxury market.
Christopher Kane is similarly known for expert tailoring and pushing the boundaries with innovative design. He again operates at a similar price point with a comparable target group of individuals that like to stand out from the crowd. However, Westwood has a rich history and clear brand identity. In comparison, Christopher Kane as a brand was only launched in and is therefore relatively new to the luxury market.
This is important as a the jewellery accessories in particular would need to be kept safe. We have kept the pleather handle and the metal fastenings in their brown and gunmetal colours as a nod to the vintage cases we saw in our research. Becoming Vivienne Vivienne Westwood has always been very self-sufficient, which has followed through from her childhood to her adult career.
It did fashion. As they hosted an exhibition for Westwood to commemorate her 34 years of work in the Fashion Industry, which was the hugest exhibition ever created to a living British fashion designer. The image was a complete shock factor however, Westwood made a statement in stating that we need to stand up against gruesome dictators around the world.
In she held a rally campaign insisting on people to vote green however, this could have a been a very smart marketing ploy which Westwood is smart at doing as at the same time her new product line was coming out, so she needed the attention to be on her new garments.
Leading to the ultimate answer that Vivienne Westwood style transcends age or generation her brand has a very broad mixture. Vivienne Westwood brand embodies the personality and character of being British. Vivienne Westwood is acknowledged as the essence of British fashion not just because of her skilful styling, but due to her distinctive visions and voiced identity. Westwood constantly makes sure to honour her British roots such as using British tweeds, wools and tartans.
Round 2 Spray Paint Complete! We were really happy with the appearance of the first box, so Millie worked on the 2nd one at home. This meant that when it would come round to the photoshoot there would be 2 cases to use.
The cases typically took coats to have the consistant matte orange finish that we wanted. Next we just had to unwrap all the protection on the fastenings and handle, and I touched up around these areas using a paint brush. Gold Writing For the lining we wanted a furry finish, so we bought an orange fabric that we used an adhesive glue to fix to the back. We wanted the fabric to look as neat as possible so reduced the backing to just one piece of fabric. On the inside of the lid is where, from our packaging research, we decided we wanted our elasticated loops to go.
These were thread the the fabric so they are held firmly in place. We achieved this effect by drawing out the logo on the lid, then coating this in glue and then layering over a gold foil, which peels off.
The Leaflet will be placed near tills when customers are purchasing their products so they can pick them up if they wanted. Westwood has a key simple strategy when it comes to her marketing she focuses on celebrity endorsement, social media platforms, magazine editorials and advertisements.
There are many key elements that increase brand value when it comes to celebrity endorsements. One is the credibility of the celebrity chosen for the endorsement as this is vital for the success of the advertisement.
The second key element is Brand fit as Research shows that advertisements are most successful when the right person is chosen to represent the brand as this would be the most effective way such as a Kate Moss, Naomi Campbell and Cara Delevingne who are some of the most controversial rebellious people who would be the most effective for Vivienne Westwood advertisements.
These magazines visuals are eccentric and when needed controversial just like Westwood likes to make her statements on social, political and environmental issues, so it would make sense for her advertisements to be placed in magazines that like to take risk when it comes to controversies as well, which also helps in reinforcing her brand identity. Vivienne and her husband Andreas seem to appear in many of their advertising.
Walker Art Gallery. Crosby Beach. Photography Studio. The brief case will be placed inside a dust bag to keep it protected. These will be used to tie around the handles on the bag. Our standards are that two stickers should be used to close bags in store, placed either sides of the bag handles.
These dust bags are white with pale gold writing and draw string. These will be the same bags that Vivienne Westwood uses for other accessories sold in store. When customers buy Vivienne Westwood products they expect a luxurious service with attention to detail and we believe adding these final touches will ensure this collaboration feels quintessentially Vivienne Westwood.
Combining spaces for both brands and the colours that represent them is the main focus here. The clean cut almost clinical platform of BIC is contrasted with the miss-match rebel status of Vivienne Westwood. The need to live in harmony with the planet is a matter of life and death.
Choose well. The weakness of McQueen being the collections are haute couture, and mostly for exclusive clientele, whereas Westwood is more accessible and has ready to wear fashion. Christopher Kane who also Is known for expert tailoring and innovative designs.
His price point is similar with a comparable budget, however the brand launched in and being relatively knew on the luxury market, it is not as established as Vivienne Westwood. Kane has no clear brand history or identity as rich as her brand holds. Paul Smith, another iconic British designer who is a high-end market competitor. Smith has a distinctive look which is signature to the brand, but the target market is limited to UK only, although they have direct competition as they have the same target market.
This shirt was her most controversial creation which made an impact worldwide, and was a means of challenging the mature generation of saying. Known for being a freedom fighter and raising political concerns such as rising sea level, and turning a blind eye to propaganda. The theme for the short menswear film was war, displaying military history, fabrics with texture and visibly focusing on colour over uniform with a re-invented version of the princess coat now uni-sex.
The brands current campaigns are about war, showing peace flags, her playing cards and the fight. Although she is anti-feminist she champions female empowerment rather than masculine imitation. Sustainable materials are used, and prevent using leather which is chemically treated. Promoting ethical fashion in visiting Nairobi in aim to empower female African workers, producing handmade bags from recycled materials.
The brand has become more socially aware as times change and adapting the brand to new consumer habits and trends. Dedicating a Uni-Sex collection in October with Andreas Kronthaler for VW collection which debuted at Paris fashion week, pushing the boundaries being positioned next to the Westwood main line. Technology has helped to develop the brand and push it into the modern 21st century. Campaigning for the environment more specifically climate change is what she is renowned for, although there is no policy in place for the brand to reduce carbon emissions from its operations.
Westwood is an ambassador for sustainability, and is part of the fashion switch programme with the British fashion council, to switch brands to green energy. Even though the brand utilises its collections to support her campaigns in climate change, there is no published carbon footprint or sources on renewable energy to suggest the production follows with it.
There are several strengths of the brand, some of these are include the strong brand ethos that is visible throughout, and the brand identity is consistent throughout all stores, labels and packaging. Another strength is the distinctive style which is recognisable throughout the fashion industry. The brand is unlike no other with Westwood being so active in campaigns and in shoots, shows the consumer she is genuine. Although there are weaknesses within the brand, such as the brand style which is unique and not to all consumer taste.
Opportunities which arise, giving the brand ways to have a positive impact on environmental projects worldwide, and as the growth of the brand increases and becomes more recognisable this can provide the brand with larger profits and a wider platform for campaigns.
Threats for the brand would be comparative brands with more affordable collections. The Anglomania is the lower end of the price margin and mass produced unlike the Gold label. Up and coming designers with similar interests in supporting the environment would also pose a threat to the brand. The brands production should follow with the brands campaigns and passions; therefore, the brands operation should prove to become efficient and environmentally friendly within the factories.
The packaging and look books should all be from recycled materials along with the stores which should contain eco-friendly backdrops and solar lighting. Bibliography Andreas Kronthaler. Considered consumption: Vivienne Westwood and the ethics of consuming fashion.
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