moschino brand elements

ELEMENTS OF A BRAND FMT3A Bini, Katherina & Jia En

CONTENT   Why Moschino

  History

  Identity

  Associations

  Values Focus

  Promise

  Differentiation

  Unique Selling Point

  Archetype, Personality& Narrative

  SWOT Analysis

  Marketing Positioning

  Equity

  Branding 4Ps

  Conclusion

WHY MOSCHINO   Our studio multi-label concept

store is Biaten, focused on values that are whimsical and modern.

  Moschino has values that are very close to our store and it is reflected in it’s identity, products and promotion.

  Brand power and equity has decreased over the years.

  There’s a lot that can be learnt what what we can and shouldn’t do.

  Let us begin

HISTORY   Franco Moschino was born on February 27, 1950, in

Abbiategrasso, Italy, and died on September 18, 1994 in Milan.

  He was noticed by Gianni Versace and invited to work for him from 1971 untill 1977.

  He founded his own company, Moonshadow, in 1983 and launched the Moschino Couture label that same year. Then lines like Cheap & chic, founded in 1988, and Moschino Jeans came.

  After Moschino’s death, Rossella Jardini, his former assistant, became creative director.

  His philosophy “chic is freedom”, the secret of style which lies in combining clothes and wearing them for pleasure.

  Famous for his innovative, colorful - sometimes eccentric - designs, for his criticisms of the fashion industry and for his social awareness campaigns in the early 1990s.

BRAND IDENTITY IS THE SET OF PRIMARY, VISUAL ASPECTS OF THE BRAND.

  Logo & Typeface: ‘Akzidenz Grotesk’

  Corporate Colours: Black & White

  Simple & Versatile


Layout: Colourful & Irreverent


Slogan:

  ‘Moschino Cheap & Chic’ for diffusion line

Mission:

  Playful irreverence

  Critique of Fashion

E.g. Tongue-in-cheek items like SS 2011 ‘Ready to Where’ Top

Vision:

  Colourful, eccentric & surrealistic clothes for women.


Materials Used:

Variety, loud, eccentric prints

E.g. SS 2010 RTW

Brand Associations

Humorous

Joy

Happy

Girly

Cheerful

Environmental Friendly

Irreverent Eccentric Surreal Party Dress Up

Witty Colourful

Individualistic Fashionable Creative Daring Unique style

BRAND VALUES FOCUS   WITTY

  INDIVIDUALISTIC

  CREATIVE

  HUMOUROUS

  ENVIRONMENT-FRIENDLY

BRAND PROMISE   INDIVIDUAL DESIGN

  UNIQUE STYLE

  QUALITY

BRAND DIFFERENTIATION:

  Surreal elements

  Similar to John Galliano, Victor & Rolf

  But more wearable, playful and feminine, less dramatic

UNIQUE SELLING POINT   Witty & surrealist

  Reinterpretation of the classics

  Fun for consumers; keeps them curious and wanting more

ARCHETYPE & PERSONALITY   Main: Outlaw

Second: Magician

  Someone who doesn’t conform, wants to stand out of the crowd.

  Moschino will transform you to someone different, attractive.

  Individualistic & Creative

  Colourful & Joyous

  Outstanding

  Lives her dreams & fantasy

BRAND NARRATIVE

“I am creative person and I like to dress in my individual style. I love colours as I believe they express the joy in my life. I like to be outstanding among my friends, family and I enjoy the attention at parties and in public. I live my dreams and fulfill my fantasies, life’s too short to live with regrets!”

SWOT ANALYSIS STRENGTHS • Simple and versatile • Individualistic designs • Variety of lines to appeal to a broader range of custumers • Multiple price points – for different choices of style and qualities

WEAKNESS • Insufficient advertisments. Few found in magazines, none elsewhere. • Insufficient focus on the asian market.

OPPORTUNITIES • Association with celebrities • Targeting young and mature consumers • International expansion

THREATS • Overseas location development might hinder the growth of the company – accessibility/ expansion of brand image/ awareness

MARKET POSITIONING (BROAD) Price Low High

Quality: Low Economy Cowboy

High Bargain Premium

MARKET POSITIONING

Tsumori Chisato

Price

Quality

Moschino

Marc Jacobs

Marc by Marc Jacobs

John Galliano

Biaten

BRAND EQUITY Strong brand recall for:

Loud, eccentric, surreal & colourful clothes & perfumes

Funny, witty & striking window displays

PRICE

PRODUCT

  The style Witty

  Colorful, cheerful

  Unique design

  Limited Piece

  Price range:

$170 - 3400 (one piece black dress)

PLACE

  On the first floor of the Paragon Shopping Centre

  290 Orchard Road, Singapore +65 6738 5535

  PARAGON- 1000sqft asking $30000

‎

TOUCHPOINTS

  Website (www.moschino.com)

  Celebrities

  Packaging

TOUCHPOINTS   Window Display

TOUCHPOINTS

  Ad campaign

  For the advertisement campaign of his perfumes, Moschino launched posters in which beautiful women drank the perfume with straw, as if it were Coca-Cola or a cocktail.

TOUCHPOINTS

TOUCHPOINTS

CONCLUSION Strengths: • Fun & surrealist concept conveyed in well crafted clothes & perfumes.

• Attractive packaging, advertising campaigns & window display entice the customer to go inside and explore.

• The consumer understands that the brand they are purchasing is something individual and unique.

Weakness: • Re-using old concept in their new ad-campaigns.

• Weak place and promotion in Asia.

Therefore: • Need to rework strategies in Asia and ensure consistency of their images and values.

REFERENCES   http://nymag.com/fashion/fashionshows/designers/bios/moschino/

  http://www.independent.co.uk/news/people/obituary-franco-moschino-1450166.html

  http://www.nytimes.com/2008/10/28/style/28iht-fmoschino.1.17271472.html?_r=1&pagewanted=all

  http://www.harpersbazaar.com/fashion/fashion-articles/fashionable-life-rossella-jardini-0107

  http://www.vogue.co.uk/news/2008/10/28/rossella-jardini-talks-moschino-designs

  http://faux-beau.com/journal/typeface-wishlist/

  http://www.net-a-porter.com/Shop/Designers/Moschino_Cheap_and_Chic

  http://fashionforlunch.com/page/3/?s=moschino

  http://www.fashionandrunway.com/fashion/article.cfm?id_articolo=23605

THANK YOU For your kind attention!

moschino brand elements

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