Ch. 4 - The Marketing Environment

Fashion is in constantly changing, it is never just one thing. Creativity, motivation and innovation is the drive of fashion, hence why things become trendy. What is trending at on moment, may not tomorrow. That is just the world of fashion; you will never be bored.


In 1952 Hubert de Givenchy started his own couture house, la Maison Givenchy, also launching his debut collections of floor skirts and beautiful blouses. Two years later, Givenchy became the first couturier to present a luxury ready-to-wear line. Being first means a lot of things, in this case it means that Givenchy's product get to target a certain group of people first, the very rich. At the time Hubert de Givenchy only focused on women clothing lines, which was a huge success. Givenchy then introduced the first male line is the seventies, and since then the Givenchy brand has been targeting the male audience with their men's collection.

As of the past few years Givenchy has tried to make their products more affordable to another set of group, the young adults. To do so, they have created the Givenchy app, two different apps, one for men and one for women. This allows young adults that are always on social media to always stay in touch with what Givenchy has to offer.

Link:

The Givenchy App Details

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Ch. 3 - Ethics & Social Responsibility

$265 for a tee shirt.... now who in the right mind would purchase that, am I right? Well I did and so did hundreds of other people. The 2011 Givenchy Rottweiler print is very iconic to a point where the sweater retailed for $960. The fashion mogul Riccardo Tisci must be doing something right for such an item to be sold out worldwide.

Info on price w/ pictures of product  


If you are calling the hundreds of people and myself crazy and materialistic, then by all means do let me explain. The way Givenchy live up to is ethical standards is no other than great quality. Almost all T-shirts are made primarily of cotton, sometimes blended with polyester. However Givenchy use a fancier cotton blend and may also incorporate silk, for a more luxurious feel. Also people might stretch and wash the shirts several times to achieve a softer feel. Yes the items are really expensive but you are ultimately paying for the quality of the material and the print. If it is the name that people are purchasing for then that is marketing done right. If the people that but the stuff because celebrities wore it, then their marketing strategy for that specific target group was done right. All in all the rottweiler print have lived up to its standard by simply appearing in almost every season after 2011. Same dog different print, style and silhouette. 

Chapter 2 : Strategic Planning for a Competetive Advantage

      Hubert de Givenchy, the luxury brands' founding father, was the trendsetter of his time. 

Thanks to the underlying ideology that says, "Innovation is key to our success." and "the customer is boss", the company has survived and will continue to thrive. 

      Givenchy offers a wide variation of marketing strategies, by targeting different consumer groups and using advertisement. The advertisement the implement isn't as basic like the ones you see on subways and streets. When was the last time you seen a Givenchy public advertisement, let alone ever in this decade. They happen to be in magazines or from 3rd party sites that carry their collections. One advertisement strategy Givenchy and other Haute Couture do that is very profitable is sponsoring celebrities. Through this strategy alone has let a SINGLE design to thrive. The infamous rottweiler print, debuted on Givenchy's Fall 2011 men's runway, it has been worn to death by everyone from Kanye West to Liv Tyler to various street style stars. " I got the idea from a "boy scout book." We're not sure exactly what that is--a handbook perhaps? But, it is a surprisingly innocent point of reference for such an aggressive-seeming graphic. "It's not a violent picture, for me, it's a sweet dog. It represents power and sweetness." - Givenchy Creative Director Riccardo Tisci.

Chapter 1: Company History and Mission Statement

      
General Description
       Givenchy is a luxury French brand of haute couture clothing, accessories, Parfum, perfumes and cosmetics.

  

Company History     

       The house of Givenchy was founded in 1952 by designer Hubert de Givenchy and is a member of Chambre Syndicale de la Haute Couture et du Pret-a-Porter. It is owned by luxury group LVMH and in 1993 achieved a total sales worth of $176 million, making it the second largest apparel division of LVMH after Dior.

Hubert de Givenchy

Mission Statement

       Riccardo Tisci was named Creative Director for Givenchy Women's haute couture and ready-to-wear lines. In May 2008 he was additionally named as menswear and accessories designer of the Givenchy men's division. Throughout the decade his work revitalized the Givenchy brand and infusing it with his precision and imagination for Gothic touches. 

Riccardo Tisci (Left), Kanye West (Right)