Brand Analysis of EMPORIO ARMANI ,LOUIS

VUITTON CALVIN KLEIN

Introduction

Brand Management is the strategy which involves the processes which involves the analysis and planning of the ways in which a brand can be perceived in the market.

It is a process which involves the development of an efficient relationship with the target market.

A number of tangible elements helps in the escalation of a brand such as the innovative and creative elements in the brand, the marketing strategy, proper handling and management of the product.

In the presentation, Emporio Armani, Louis Vuitton and Calvin Klien. Which are the three most popular brands in the world are analyzed, the reasons behind the success of these three leading brands are studied, the innovative and creative elements of these brands are studied upon, the differences in their management style will be discussed and the marketing strategies of the brands will be studied along with the analysis of the common factors involved in the analysis of the brands.

Reasons behind the Success of EMPORIO ARMANI

EMPORIO ARMANI has an overall revenue of over $1.5 per annum was initiated by Armani, president and CEO thirty years ago. But, how did a very small company started by a poor boy led to the successful fashion companies in the world? The following factors will illustrate the reason behind the success of Armani.

Philosophy: Armani, over the last thirty years has continued to stay classic and current which are the prerequisites for the success of a fashion company. He has been consistent for the last 30 years which has made him different. It has been his consistency which been the reason behind the success of Armani.

Marketing : Armani initiated the trend of celebrity marketing. The located their press in Hollywood so as to have easy access to the best and the hottest starts of the industry. From popular actors to reputed athletes, Armani used each and every opportunity to build up his brand. This boosted the reputation of his clothing and it became luxurious and elite fashion.

Branding: Armani provide varied options which can solve each of your problems related to fashion. If you look for a great outfit for night out, Armani is the stop for you. If you wish to wear a simple, elegant dress, Armani has options for you while if you want to wear an appealing swim wear at a beach. Armani has the best options. So they fulfilled each and every option of the customers.

Control: Armani has single handedly managed the entire control of the company in a successful manner. He does the things in his way. He says that it is hard for him to follow someone else’s way.

Responsibility : Armani as a company has always been responsible for the environment creating environment friendly materials and supporting a number of issues.

Keyword Density of the Emporio Armani

Reasons behind the Success of Louis Vuitton

Louis Vuitton is a luxury brand and has been immensely successful in the recent years. It has been due to the proper execution of the marketing principles in terms of production, distribution, promotion and price. Let us study the reasons for the success of Louis Vuitton:

Marketing Principles: Louis Vuitton has implemented a strategy and marketing principles which are different from other brand.

Launched during the time of change: Louis Vuitton rose in the markets during 1970’s. when there was an enhancement in the passion of Japanese people towards luxury brands. Vuitton also focused on luxury segment, hence was immensely accepted by the people.

Great Designs: Louis Vuitton are known for their designs, which are not only popular, but has been appreciated at a number of fashion shows.

Individuality Factor: Louis Vuitton Brand is known for its individuality. Though, other brands believed in discounts, Louis Vuitton always believed on quality and sold its products only on the branded stores.

Major Revenue Breakdown of Louis Vuitton

Reasons behind the Success of CALVIN KLEIN

Calvin Klein, is known for its classical fashion and has become an international celebrity design company. Started in the year 1960 with women’s clothing, Klien build an empire in a short time. Here are the reasons for its success:

Consistency: Calvin Klien has continued to be a successful fashion brand which is known for its simplicity, loved for its elegance and admired for its iconic style. Continuous maintenance of this image of accessible luxury has led it to success.

Uniqueness in Designs: Calvin Klein is known for its unique designs in all forms of fashion involving clothing, fragrances, jewelry and accessories.

Provocative Advertisements: The design of provocative advertisements led to the continuous attention of the people. They were the first brands to push the boundaries of sex in the advertisements. It was known for its sexy and controversial advertisements.

Models and Celebrities: Calvin Klien has been the favorite brand amongst the celebrities. The company has ensured that they have right models for the ads involving the famous celebrities such as Brooke Shield, Kate Moss, Mark Walberg, Eva Mendes.

Calvin Klien Revenue Margin

Innovative and Creative Elements of Georgio Armani

Armani has been successful for a number of innovations and creative elements:

It was the very first brand to ban the models having the BMI under 18 due to the death of Anorexia Nervosa, a model who died due to starvation.

Armani was the very first company to broadcast its collections live on the internet.

Armani further entered into mobile market by designing the Giorgio Armani Phone.

Armani has designed innovative outfits which gain popularity.

Armani has designed a number of high profile award shows.

Armani has brought in Models such as Daria Werbowy for the shoots which is known for her nude shots. This has attracted a number of people all round the world.

Armani has created a number of romantic and classical designs and advertisements.

The designs of Armani are eternal. Armani has been dedicated to excellence and continuous innovation without any boundary between men and women and led to the stage where no gap exists between men and women.

Sales Chart of Armani Watches on Amazon

Innovative and Creative Elements by Louis Vuitton

Louis Vuitton has a long tradition of innovation and creations and is associated with a brand image of luxury. Here are some of the innovative and creative elements of the company:

The first company to create a digital publishing sphere. The publishing strategy included extended digital publishing which can be available through applications.

Another innovation introduced ready to wear clothes for kids, shoes for kids, school bags and briefcases and leather covers for the kindle e books.

Launched limited edition designs.

They developed the cooperation with Amazon.

Performance Chart of Louis Vuitton

Performance During Recession Comparison of sales of Louis Vuitton, French CAC40 and FTSE Europe

Innovations and Creations by Kelvin Clien

Calvin Klien has become a successful brand name in the present times, due to innovation. From the designs to the promotional techniques each and every thing by Kelvin represents originality and creativity. Here are some of the innovative strategies by Kelvin Clien:

Email Strategy: Thid included the strategy to launch the campaigns related to new brands through E Mails. The E Mail campaigns did not only lasted long, but they added thousands of followers, enhancing its success.

Innovative Marketing and Advertising campaigns through the use of social media platforms was an innovative marketing strategy.

Harness the use of technology for creating designs and the promotions.

Differences to handle a Luxury BrandsLuxury Brand Management is a very tedious and a complicated task. This is because it is easier to create a brand but the difficult thing is to manage its brand name. A very small thing may turn down the entire reputation, something which can be gained again. Thus, the management of the luxury brands is a completely different process involving a number of complexities. In order to have a successful handling of a luxury brand, the following things needed to be implemented:

Exceptionally creative thinking capability, innovative ability and out of the box thought process are highly required for the management of a luxury brand. The luxury brand, can't continue to ponder on the same style and traditional processes.

Luxury Brands needs to have a proficient PR and web management teams and they must be adaptable to each and every web solutions. A normal organization can be sustained with only an android app, but, a luxury brand needs to model itself with all the latest technologies such as Ios, Blackberry, android, windows etc. Example of the same is branding strategy of Calvin Klien.

Luxury brand needs to have a different kind of brand building methods. This is because they have a classy customers and clients who reflect the fashions of the entire world. For example, the fashion clothes and accessories of Armani. A number of special events, fashion shows and others are required to be conducted by these brands so as to make the people connected to the brands.

Continuous development and maintenance of friendly relations with the clients is a must. If the luxury brands does not have a cordial relations with the clients, it may hurt their reputation.

The overall process of promotion for the products of luxury brands has to be done in a different manner. An example of the same includes the selection of exclusive magazines for advertisement and involving the celebrities for the same.

Luxury Branding is different as it needs to have a mix of artistic creations and technical knowledge.

Specificities of a Luxury Brand A luxury brand would reflect differences in level.

It is much more selective in distribution. This is because luxury brand items are not made to be sold anywhere but they have limited stores.

It is much more image driven.

It is extremely specific in its product quality.

It will provide best services for the market.

Another important specificity, is that it would be costlier. A luxury brand can never be cheap and is specifically made for the rich class of people.

Considering to the brand value and the quality, high costs are acceptable. For example: The price of Louis Vuitton handbag is between $600 to $2000 which is much higher than the market price.

Luxury Brand Management involves the management of the allocation of resources in an specific manner.

Luxury items may also be characterized by scarcity. This is because these items are not produced in masses.

Marketing Strategy for Georgio Armani

Armani group is one of the leading fashion brands. The primary strength is the ability to create a diverse market in product lines, designs and the overall business.

The marketing strategy for Armani is dedicated to the good class of people and includes classy designs which replicates energy and modernity.

The brands of Armani are defined by their elegance, style and luxury.

Armani sells its clothes in the same locations where it has its own stores.

It has a total of 92 stores which are located in 23 different nations. Armani's accessories can be found in luxury stores of the world.

SWOT Analysis of Georgio Armani

SWOT Analysis of Georgio Armani

Strength: Diversification in the market from the product lines to the designs leading to the development of the new businesses.

Weakness: Armani has only one weakness that it does not has any successor after the death of its CEO and Founder Giorgio Armani. He is the only shareholder of the company and following him, the company may be vulnerable.

Threats: Some of the famous brands such as Gucci may be a threat to Armani as they are a potential competitor.

Opportunity: In the present time, fashion is gaining a higher prevalence than the previous times. Therefore, it provides great opportunities to Armani group.

Marketing Strategy of Louis VuittonLouis Vuitton is established as one of the most successful brands in fashion industry. The marketing strategy of Louis Vuitton can be explained with the help of the following marketing mix:

Product: Louis Vuitton has successfully established its unique identity where it is known as a luxury brand. It is known for its adequate product quality. For example, the customers says that the handbags of Louis Vuitton are quite easier to carry. It has established itself as a unique brand.

Price: It is the part of marketing strategy of Louis Vuitton to select the price in terms of value. Louis Vuitton selects the price in terms of value and marks its products at a very high level. By implementing high prices, the customers feels that they are the users of a great brand and feel proud to carry a Louis Vuitton tag with them.

Place: Louis Vuitton has a very selective marketing strategy. It has a very limited shops for the product distribution. The products of Louis Vuitton are specially sold at its dedicated stores. This further helps to enhance its value.

Promotion: The promotion strategies involves advertisements, fashion shows and by the use of internet and social media.

Louis Vuitton Market share prices:

Global Online Sales of Louis Vuitton

Marketing Strategy of Calvin Klien

To create powerful iconic brands by efficient marketing.

To maximize the marketing potential of the company and to be within the reach of the customers.

Excellent product design, proper brand management, sourcing and providing of the required logistics along with continuous expansion are the parts of marketing strategy of Calvin Klein.

To have a proper Brand Positioning and concentration on the uniqueness of the brand.

The focus of the marketing strategy is to build consumer support.

SWOT Analysis of Calvin Klien

Strengths: Calvin Klien is a strong brand which is popular worldwide for its high quality products for men and women. Also, it has a global distribution network for good distribution of the products.

Weakness: One of the possible weakness of Calvin Klein is the expensive product range which is limited to a smaller section. But, this is not a weakness as the company has limited itself to limited target audience.

Opportunities: Rapid development and economic integration has led to enhancement of its market. In addition to this, the growth of the population provides higher opportunities to them

Threat: The possible threats may include the high rate of inflation.

Role of Creative Industries in Marketing

Marketing and creativity is an interrelated process. A successful marketing requires creativity and without marketing creativity is of no use. Similarly, Creativity in the present world is of no use unless it gets the support of efficient marketing. In order to ensure the continuous running of the businesses and management of the brand it is important that there should be creative elements in marketing. At each and every instance of marketing, creativity plays an important role.

For example, the creative and innovative advertisements on social networking websites. The promotion and marketing by using provocative ads during the 1980's were the strategy was a creative and unique thing which was then not implemented by the companies.

Each and every true brand in the market, incorporates the characteristics of uncertainty and complexity within them and deem for innovation. Thus the goals of the brands is to cultivate and promote creativity and to implement the same into the process of buying, selling and using the value.

The success of Armani clearly illustrates the fact. Broadcasting the collections live on the internet for the very first time was a creative decision tried for the very first time by any brand. It was due to creativity that Armani was successful in making a new phenomenon of marketing. Something which was going to be used by all small and large organizations for years to come. Thus, it is creativity which gives wings to marketing and inculcate the elements of color and success into a brand.

In order to ensure that the creative companies and marketing companies works with each other in order to manage brands. The creative industry needs to come up with new ideas which can be implemented in the market. Anything which is new is loved by the people, only if it appears amongst the people. The creative and the marketing teams needed to inculcate proper strategies.

Examples how creative industry and marketing industry can work together for brand

The marketing team of Louis Vuitton decided to open dedicated stores for the sale of its branded products. In such a case, it is the responsibility of the creative team to decide, how to make the stores appealing, how can the customers have a comfortable stay at the stores and how can they lead to a successful store.

The marketing company has decided to involve actors for the advertisement. But, the advertisement can be a success only if it has something innovative, something unseen and something which has not been witnessed previously.

Common Factors for Building a Brand

Advertisement: All the three brands gave importance to advertisement. More and more innovative advertisements were designed by all the three brands. The involvement of the celebrities were an important step taken by all these brands.

Use of Technology: In the present world, social media and internet has revolutionized the world. This was understood by all the brands. All these brands, used social media, internet effectively in order to build there brand names.

Innovative Strategies : As it is said that innovation and creativity builds a brand. Armani, Kalvin and Louis Vouttin, all the brands have largely focused on innovations.

Common Factors for Building a Brand

Limited Distribution: The limited distribution of the products adds value to the brand. All the three brands have focused on limited distribution in selective stores so as to build value.

Value: The three brands have consistently given importance to value. They have been involved in providing excellent quality products winning the trust of the customers.

Customer Engagement: All the brands have been in constant connection with the customers. They have been trying new ways to connect to the customers have invited their feeds and suggestions.

Distinctiveness: Each of these brands have tried to do something different which was never done. The innovative advertisements involving celebrities by Armani, the digital marketing strategy by Louis Vouttin and the provocative advertisements by Kalvin Clien, all involve something that was distinctive.

How to Build a Successful Brand

ADIDAS: A Successful Fashion Brand in world but struggling in U.K.

One of the most popular brand in the world which has gained immense popularity in the sector of sports fashion is Adidas. It is a multinational clothing brand founded in Germany. It was founded in the beginning of the 19th century. By 1949, Adidas consisted of a small team of 47 employees. The success of the brand enhanced with the German National Team who wore Adidas shoes, won the World cup in 1954. Slowly the brand won the trust of the Athletes, football players, cricketers and the sportsperson all over the world. In the mid 1960s, Adidas started to manufacture apparels and clothes. At present, Adidas is known for its innovative fashion accessories. They shoes and clothing, ensure elegance and comfort and has a class which is loved by people all over the world.

Worldwide Net sales of Adidas

Relative Branding Issues Faced by Adidas

Competition: Adidas has to face stiff competition from the brands such as Nike and Reebok and there were certain times when Nike was successful in out casting Adidas in some countries.

Decrease in Revenue: In the year 2013, Adidas faced a decrease of 2 % in the revenues which was 3.75 billion euros. In the year 2014, Adidas had less revenue which was 1/5th of the expected.

Decrease in the investors trust: One of the major part for the organizational success is the investors. In the recent years, the global problem of Adidas led to decrease in the trust of the investors. In August 2001, the stock price of Adidas fell to 55.5 euros per share.

Relative Branding Issues Faced by Adidas

Soft Trading Challenges in Europe: In Europe the sales declined by 9 % in the year 2015. A major challenge was faced by Adidas due to currency headwinds. They had to face difficult trading conditions.

Distribution Related Challenges: Adidas is the world leader in sporting goods and it produces the products in over 70 countries. The company is working in multi layers with the supply chain and have effective supply chain managers, still it faces severe issues in the distribution. It becomes difficult for the company to have effective distribution of the products.

Best Ways to Strengthen the Brand

Adidas is one of the most successful brands in the world. It has to face stiff challenges in the recent times and it can overcome the challenges and strengthen its brand by following initiatives:

Adidas has to overcome the competitors such as Nike and Puma. In order to ensure that it emerges as the best brand, it has to look into its market segment. They have to formulate better strategies so as to outcast its competitors. Adidas has acquired reebok so as to overcome the competition given by Nike. Adidas needs to target the premium customers so as to built up a luxury brand and enhance their brand value.

Adidas needs to develop more and more technologically oriented products such as the development of the smart shoes, something which is innovative and can outcast its competitors.

Best Ways to Strengthen the Brand

A large portion of Asia and Africa has not been conquered by a single brand and is untapped. Adidas needs to concentrate on enhancing themselves in these areas so as to increase the market share in these continents.

To overcome the distribution related challenges. This can be done by establishing the partnership with the local companies in order to increase their share in the market and to have a better distribution in the market.

Steps for Brand BuildingBrand building is a process which includes a number of elements such as promotion, marketing, advertisements, PR, Sales etc. In order to build a successful brand, the following things are needed to be implemented;

Stand out of the crowd: It is required to set up the target audience. In order to build a luxury brand, the primary requirement is to concentrate on the needs of the rich class of people. Develop an innovative strategy which can be better than the rest. Identify the ways by which you can differentiate your brands with the others which are already in the market.

Creation of a company culture: It is important that there should be a proper corporate culture in the organization and the people who can destroy the company's culture should be eliminated.

Get Investors: In order to create a brand , more and more amount is required to be invested. Thus, it is important to get more and more investors so as to have a feasible promotion and marketing.

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