Lanvin - Brand Strategy

7616 words 31 pages
Brand Management

FLORENCE DE CLERCQ Professor Lionel Sitz
-­‐
2011 -­‐

Table of Contents

1. Introduction ............................................................................................................................ 3 2. History .................................................................................................................................... 3 2.1. The empire of Jeanne Lanvin .......................................................................................... 3 2.2. Lanvin’s trademarks
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She designed magnificent embroidered dresses for her. The dresses became much desired objects for her clients that wanted to buy them for their children who represented a social calling card for the mother. The placement of orders for children’s clothing was a new aspect of design business since before children’s clothing was constituted of an impractical and smaller version of adult clothing. In 1908 she created for the first time a whole collection of childrenswear. 3 This was a true revolution for that time since market segmentation did not really exist and children did not have their place in French society as they have today. The most important children’s clothing that Jeanne created was for the British princesses, Elizabeth and Margaret who each received a doll dressed in duplicate.4 Her clients remained unsatisfied and asked for feminine stylish outfits for their selves. As a consequence, in 1909, Jeanne designed her first collection of dresses with beading and embroidery details, which became her trademark later on. In the same year of her 1st collection, she met all requirements to join the Chambre Syndicale de la Haute Couture.5 Her designs became easily identifiable through her ethnographic inspiration, use of original colors, beading and embroidery and sophisticated combinations of texture and textile. She developed the “robe de style” 6 which is a flattering silhouette that she would offer continuously

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