This presentation covers:
Below are the majorly covered points:
1) About the brand.
2)Target customers and competitors.
3)Brand identity and portfolio
4)Flanker brand portfolio theory.
5) Brand architecture
2. • Vivienne Isabel Swire was born in Derbyshire, England,
on April 8, 1941.
• Single handedly brought modern punk new wave into the
fashion industry
• Got her start in the 1970s, when she made clothes for
Malcolm McLaren of the Sex Pistols.
• Inspired by the political, musical, and aesthetic
innovation of London’s new Punk scene, Westwood
opened one popular punk fashion shop after another.
ABOUT VIVIENNE
3. ABOUT THE BRAND
• Vivienne Westwood brand has transformed bondage
gear, safety pins, and controversial images into the
pinnacle of British fashion.
• One of the few labels in the world to create a stir not
just in the fashion industry, but in the country tabloids
too. It’s a symbol of fashion freedom, identity, and
uniqueness.
• The brand constantly pays homage to its roots using
British tweeds, wools, tartans, and linens to convey the
heritage and vibrancy of British style.
• Westwood's net worth is estimated to be $55 million
and has 115 stores worldwide.
4. • Both male and female consumers ranging from 25 to
60 years of age
• People who like a unique look with a chic style
combined with attitude, with different shapes,
patterns, textiles and accessories.
• The target audiences associate a sense of social and
environmental awareness with Vivienne Westwood
and like to portray this through their designer
choice.
TARGET MARKET
5. • Since Vivienne Westwood is an iconic
British designer brand, Paul Smith is also
one of Westwoods high - end luxury market
competitor.
• But, Westwood is one step ahead of its
competitor due to its reputation being
worldwide as well as in the UK, whereas Paul
Smith’s brand development is limited to the
UK only.
COMPETITORS
6. • VivienneWestwoodsdirect rival competitor in the high - end fashion market isAlexanderMcQueen.
• They target the same audience as Westwood, with consumers that have an eccentric and fierce style.
• However, Alexander McQueen is less accessible to a large target audience because the brand creates haute couture
designs, whereas as Westwood not only produce high end haute couture, but also ready to wear and aim at the
younger generations.
7. BRAND IDENTITY
• Roots firmly set in London.
• The brands ‘Britishness’ is communicated through the use of British tailoring
and dressmaking techniques and fabrics such as Harris Tweed, Scottish Tartans,
Irish Linens, and wools.
• The brand offers a combination of cutting edge and classic designing with the
beliefs they follow in all their collections.
9. Alexander
Mcqueen
Vivienne
Westwood
Gold LabelDior
LUXURY BRAND
PREMIUM BRAND
Vivienne
Westwood
Red Label
Paul Smith
INTERNATIONALPRESENCE
UKPRESENCE
Calvin Klein
D&G
DKNY
• The brand falls under the category of high-end
luxury fashion.
• All the collections of the brand fall under
different categories depending on the target
audiences for them.
• For example her ‘red label’ is less luxurious
compared to her high fashion gold label
collections, and is also more accessible
worldwide than her premium and haute
couture designs.
BRAND POSITIONING
11. • Brand portfolio is generally created because each brand has
certain boundary beyond which it cannot fulfil all the needs of
different market segments.
• A Flanker Brand also known as a Fighter Brand is a new range
launched in a market by the company in the same
category wherein an established brand is already positioned.
• Hence, Vivienne Westwood follows Flanker Brand Portfolio to
cater to different market segments.
• In the VW Brand Portfolio, the brands are distinguished on the
basis of price and customer segment.
Flanker Brand Portfolio
12. Flanker Brand Portfolio
Couture Range for High Class Women Pret-a-porter & Diffusion Line at Lower Prices
Independent Line for Men Younger and Casual Daywear Market.
13. Christina Ricci
• Vivienne Westwood Gold Label is a couture line for women.
• The dresses offered by this line can be found in the closet of
almost all the celebrities and popular personalities of the world.
• The Gold Label is sold in the Westwood’s Mayfair Store only.
• Pricing starts from 310 Euros to 445 Euros.
Elle Fanning
14. Vivienne Westwood's Climate Revolution
fashion on the catwalk at Milan Men's
Fashion Week. Even fashion can be a
medium for communicating about climate
change!
• Launched in February 1999 in New York, Vivienne
Westwood Red Label is sister label to the main
Vivienne Westwood line.
• Red Label is the diffusion line by Vivienne Westwood
• Youthful in ethos and often promoting a number of
human rights causes close to Westwood's heart, Red
Label has showed various catwalks since then.
• The designer has increasingly used catwalks to raise
awareness about political issues through this line.
• Pricing starts from 150 Euros to 290 Euros.
Vivienne Westwood’s show for her Red Label
diffusion line opened with a tableau of
stylishly dressed protestors carrying placards
that bore slogans such as “Austerity is a
Crime” and “Fracking is a Crime.”
15. VIVIENNE WESTWOOD ANGLOMANIA
• VW Anglomania launched in 1998, is a fusion of British elegance and a punk-chic spirit for casual daywear market.
• Anglomania is the rebellious younger sister of the already anarchistic Vivienne Westwood main line.
• The collection consists of everything from women’s and men’s clothing to shoes, accessories, and jewellery.
• Pricing starts from 45 Euros to 300 Euros.
16. • “Man” her independent menswear line made its debut in 1996 in Milan.
• London is the proud home of first Vivienne Westwood MAN, standalone store.
• With a reputation for menswear on equal par with the women’s, it’s a well-deserved retail experience designed and dedicated for her
equally loyal legion of male VW fans.
VIVIENNE WESTWOOD MAN
21. The Iconic Logo
The Iconic Orb Symbol
• The logo was emerged in the late 1980s.
• The symbol used by Vivienne Westwood is an Orb.
• Orb resembles one of the British crown jewels, that was
created for the coronation of King Charles II.
• A globe mounted by a cross, used as a symbol of power and
justice.
• The jeweled aspect of the Orb links to Westwood's anchored
position in the British fashion industry.
• Framed with the rings of Saturn to signify the future.
22. PACKAGING
• Emphasis on heritage of the brand and the brand's modern twist.
• Adds an unexpected experience to the unwrapping of the product
• Attention to design detail on the package enforces brand values as the product gets closer to being
unveiled
24. Provocative in punk
Vote Green campaign
• Westwood appeared in public wearing one of her classic
slogan shirts, emblazoned with an inverted image of Christ
on the cross, a red Nazi swastika, and the word “Destroy”.
• The shirt was all about bringing people together to stand
up against horrific dictators around the world.
• In 2015, used her position as one of the Great British
Brands to talk to the UK public about environmental
issues.
• Just to show her product line Westwood, linked her
marketing efforts to a political statement to inspire greater
action from her followers.
MARKETING STRATEGIES
25. Stripping for PETA
Paralympics
Protesting
• Westwood used her own personal brand to draw attention to
her support of vegetarianism.
• In the video, Westwood asked people to preserve the
world’s water supply by avoiding the consumption of meat.
• At the London 2012 Paralympics, Vivienne Westwood launched
a campaign to address climate change concerns.
• The event was more of a guerrilla stunt than a standard
marketing campaign, but it was an incredible way to draw
attention to the visual and verbal identity that Westwood has
created for herself over the years.
MARKETING STRATEGIES
27. Vivienne Westwood Anglomania in collaboration
with Cambridge Satchel
• Combined its infamous Squiggle Print with Cambridge Satchel Company’s famous iconic satchel.
• The exciting collaboration speaks of both the brands heritages whilst adding a contemporary twist.
• The satchels are available in 2 sizes – 11” and 14” and in 3 distinct colours all featuring the iconic ‘Squiggle Print’
– yellow with black, red with white and vintage with dark brown.
28. Vivienne Westwood Anglomania in collaboration
with Burberry
• The collaboration marks the coming together of two titans of British fashion.
• The collection mixes Westwood's punk roots with Burberry's iconic tartan.
• The short Instagram video revealed a mini pleated kilt, as well as a pair of Westwood's signature platform heels with a
plaid and patent finish.
• Burberry’s Westwood collaboration will arrive in stores in December 2018. A portion of the profits from the
collaboration will benefit Cool Earth, a charity focused on saving the rainforests.
29. Vivienne Westwood Anglomania in collaboration
with Label Melissa
• The most amazing thing about this partnership was to be able to create modern products of a very high quality, but at
affordable prices
• Vivienne Westwood‘s collection for Melissa made plastic meet punk.
• Since 2008,Melissa + Vivienne Westwood has won the feet (and the heart) of innumerous women who embraced the
idea of being feminine while retaining power.
31. • Umbrella branding strategy is followed by Vivienne Westwood brand.
• Its product lines cover all corners of fashion, including apparel, accessories, perfume, watches, eye wear,
bags and shoes for both men and women.
• The brand covers various segments of markets and therefore catering to each of them differently.
BRANDING STRATEGY
32. Vivienne Westwood Gold Label Vivienne Westwood
Red Label
Vivienne Westwood
Anglomania Vivienne Westwood Man
Vivienne Westwood
Home Decor
Vivienne Westwood
Restaurants
The Haute couture
(High end design)
Ready To Wear
(Upper Bridge)
Specialty
Products
BRAND STRATEGY
VIVIENNE WESTWOOD
Vivienne Westwood
Stationary
33. VIVIENNE WESTWOOD HOME DECOR
• It consist of chic items designed by the famous Vivienne Westwood, such as cushions and
upholstery, flawless cabinets and furniture, hand-made tapestry, bookcase, elegant mirrors ,carpets
etc.
34. VIVIENNE WESTWOOD CAFE
• Vivienne Westwood has broadened its territory to food and beverage by opening VW cafe full of the brand’s
personality.
• She personally designs the cafe, from the furnishings to the decorations, and the aesthetic look.
• One of the two areas into which the cafe is split, is decorated with backstage scenes from a fashion show, the other
replicates an 18th Century French tea room, complete with chandeliers and paintings.
35.
36. VIVIENNE WESTWOOD
STATIONARY
• Vivienne Westwood had launched a line of must-have eco- friendly stationery items in 2010.
• The first collection included a 2011 annual diary and a selection of hardback notebooks bound in silk and printed in
classic Westwood prints.
• All stationary items are produced in Italy and made from recycled paper, reflecting Vivienne Westwood’s commitment to
the environment.
39. BRAND CATEGORY EXTENSION
• Westwood can introduce kid’s wear category in
addition to already existing men’s and women’s
wear.
• This might boost up its sales and tap another
segment of the market.
• Also, its biggest competitor, Alexander McQueen
offers kids wear. This will help them compete well
in the market.
40. 1) In- Store Salon
2) Lingerie
BRAND PRODUCT EXTENSION
• Westwood can introduce its own in-store salon so that the
visitors can get some luxurious pampering while on a
shopping spree
• This will serve their dual purpose and will attract more
customers
• Westwood can also come up with punk inspired
lingerie wear , giving competition to some popular
lingerie brands.
41. BRAND PRODUCT EXTENSION
MAKE UP PRODUCTS
• Westwood can introduce its own makeup range of products.
• It already makes makeup pouches. They can start offering their own makeup products along
with it.
