Dolce & Gabbana: advertising against competitors
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Burberry spent 2.4 million on advertising of its fashion ranges in 2014, the year it launched its global festive campaign. From London with Love, featuring Romeo Beckham. Burberry cut back spending in 2015. Burberry's A/W15 campaign was shot by Mario Testino and features rising British stars, Tom Odell, Clara Paget (actress), they were wearing Burberry's iconic trench coats and fringe-adorned ponchos, bags and dresses.
The advertising expenditure data does not include spend on digital marketing – an area where Burberry is heavily active, with a presence on ten social media platforms. The brand has been innovative in using video apps, Snapchat and Periscope, to engage with consumers, live-streaming a Los Angeles catwalk show using video streaming platform, Periscope, and using Snapchat backstage in April 2015.
Collaborations between designers and high street brands are a way of appealing to fashion-conscious younger shoppers with less disposable income. Among the designers that have helped make luxury fashion more accessible to a wider audience are Alexander Wang and Balmain’s Oliver Rousteing, which have both been open to collaborations with high street retailer H&M. They have created more affordable versions of their catwalk collections for young customers, helping to get their names recognised among fashion-conscious shoppers. At the same time, London Fashion Week has seen designers experimenting more than ever with the latest technology and using social media in an innovative way to engage a wider audience. For example, Burberry previewed its key catwalk looks for spring/summer 2015 on Snapchat.
The Michael Kors phenomenon has had a huge impact on the designer fashion market as the designer has succeeded in rapidly grabbing market share from other brands particularly for fashion accessories such as handbags and watches. The global designer brand has benefited from a wide price architecture and being able to offer consumers an aspirational product at a more affordable price point with the introduction of a less expensive sub-brand, Michael Michael Kors. The brand research highlights that it stands out as the favourite brand in the list and has one of the highest levels of recommendation and proportion of excellent responses. Young consumers are particularly drawn to Michael Kors and are the age group that is most inclined to see it as a brand that sets trends, is of high quality and makes them feel confident. They associate Michael Kors with positive traits such as vibrant, fun and engaging, whilst still being accessible. The brand stands out as the most desirable luxury brand for handbags and watches among young females. However, they are less likely than average to view the brand as exclusive.
Christian Dior’s autumn/winter 2015 adverts were shot on the cliffs of Granville in Normandy, where Christian Dior himself was born. The fairly bleak landscape puts the clothing in the spotlight, with bright animal printed tights and a dyed fur dress catching the viewer’s attention.
Dolce & Gabbana’s autumn/winter 2015 campaign was all about the family; shots featured a diverse range of ages with grandparents, adults and children in busy scenes wearing clothing from the Viva la Mama-themed collection.
http://academic.mintel.com/display/754864/?highlight#hit1
Burberry spent 2.4 million on advertising of its fashion ranges in 2014, the year it launched its global festive campaign. From London with Love, featuring Romeo Beckham. Burberry cut back spending in 2015. Burberry's A/W15 campaign was shot by Mario Testino and features rising British stars, Tom Odell, Clara Paget (actress), they were wearing Burberry's iconic trench coats and fringe-adorned ponchos, bags and dresses.
The advertising expenditure data does not include spend on digital marketing – an area where Burberry is heavily active, with a presence on ten social media platforms. The brand has been innovative in using video apps, Snapchat and Periscope, to engage with consumers, live-streaming a Los Angeles catwalk show using video streaming platform, Periscope, and using Snapchat backstage in April 2015.
Collaborations between designers and high street brands are a way of appealing to fashion-conscious younger shoppers with less disposable income. Among the designers that have helped make luxury fashion more accessible to a wider audience are Alexander Wang and Balmain’s Oliver Rousteing, which have both been open to collaborations with high street retailer H&M. They have created more affordable versions of their catwalk collections for young customers, helping to get their names recognised among fashion-conscious shoppers. At the same time, London Fashion Week has seen designers experimenting more than ever with the latest technology and using social media in an innovative way to engage a wider audience. For example, Burberry previewed its key catwalk looks for spring/summer 2015 on Snapchat.
The Michael Kors phenomenon has had a huge impact on the designer fashion market as the designer has succeeded in rapidly grabbing market share from other brands particularly for fashion accessories such as handbags and watches. The global designer brand has benefited from a wide price architecture and being able to offer consumers an aspirational product at a more affordable price point with the introduction of a less expensive sub-brand, Michael Michael Kors. The brand research highlights that it stands out as the favourite brand in the list and has one of the highest levels of recommendation and proportion of excellent responses. Young consumers are particularly drawn to Michael Kors and are the age group that is most inclined to see it as a brand that sets trends, is of high quality and makes them feel confident. They associate Michael Kors with positive traits such as vibrant, fun and engaging, whilst still being accessible. The brand stands out as the most desirable luxury brand for handbags and watches among young females. However, they are less likely than average to view the brand as exclusive.
Christian Dior’s autumn/winter 2015 adverts were shot on the cliffs of Granville in Normandy, where Christian Dior himself was born. The fairly bleak landscape puts the clothing in the spotlight, with bright animal printed tights and a dyed fur dress catching the viewer’s attention.
Dolce & Gabbana’s autumn/winter 2015 campaign was all about the family; shots featured a diverse range of ages with grandparents, adults and children in busy scenes wearing clothing from the Viva la Mama-themed collection.
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Part of the appeal of designer brands is that they are not mass market items available to everyone and 57% of women agree that seeing too many people wearing the same brand makes it less exclusive. It is therefore important for luxury brands to broaden their customer base without becoming too accessible. One way of doing this is to adapt the focus of luxury so that it is about the desirable experience, rather than just the product. Luxury brands need to ensure that they raise the bar on all fronts and excel in customer service, personal shopping, style advice, as well as online in order to provide the designer shopper with a unique and unforgettable brand experience.
Compared with other generations, Millennials are the most likely to interact with fashion companies and brands online. This highlights how imperative it is for designer brands to invest in the digital arena in order to build stronger relationships with customers that will engage and excite them, as well as foster long-term loyalty. Luxury houses need to find ways to integrate digital technology as part of the evolution of the whole brand experience. For example, designer brands, Karl Lagerfeld, Armani and Longchamp located on Regent Street, have all signed up to the Crown Estate app, which allows the brands to deliver personalised marketing messages to shoppers as they walk by. The app also builds a profile for each shopper so that the content they receive is tailored to their individual preferences.
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