Sunday, October 18, 2015

Ch. 14 - Marketing Channels and Retailing

Givenchy is a high end maison that prides itself on being the ultra-luxurious high end fashion company. Which means that their item can only bought through authorized Givenchy dealers, boutiques, their main website, and sometimes popup shops. They currently have 37 authorized Givenchy stores worldwide, most of them being in China. This type of retailing makes them a direct channel, where as the producer "Givenchy" directly sells to the consumer. However, as of today the Haute couture has expanded into a retailer channel. Who is their middleman? Well the biggest one so far is Barney's. Barney's not only carry Givenchy, they are known for the department store that carries countless other high end clothing. Other retailers for Givenchy can be found through many websites that carry high end clothing. Few big ones being Ssenses, Saks 5th Ave, and Bergdorf Goodman. Just don't expect these retailers to carry EVERYTHING that Givenchy produces.
Givenchy flagship store in Paris





Givenchy flagship store in CheongDam Korea

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