Elie Saab, Fashion brand strategy analysis - Essay Example

MARKETING REPORT FOR ELIE SAAB Table of Contents INTRODUCTION 3 2.BRAND LEGACY 3 3.EXISTING BRAND STRATEGY 4 4.THE POTENTIAL MARKETS 5 5.PESTEL ANALYSIS 5 5.1.Political 5 5.2.Economic 6 5.3.Social 6 5.4.Technological 6 6.SWOT ANALYSIS 7 7 7.BRAND VISUALIZATION 7 7.1.Segmentation-Targeting-Positioning 7 8.THE NEW STRATEGY 8 10.BIBLIOGRAPHY 10 1. INTRODUCTION This account will analyze the brand strategies of Elie Saab shop. The paper in structured into the following sections: preamble; Brand legacy; current brand approach, the prospective market; PESTEL valuation; SWOTs: Brand; the new strategy; conclusions and recommendations. 2. BRAND LEGACY Saab Elie was conceived during 1964. He started his fashion profession through cutting material as well as drawing drafts in favor of his siblings at quarters inside Beirut, the country of Lebanon, stitching table fabrics along with drapes into novel styles at nine years old (Samet 2012). During 1982, after he attained 18 decades, the generally self-instructed fashioner stared his individual design shop inside Beirut locale with a representative minimum of ten. Before long his notoriety quickly rose above Beiruts outskirts, drawing in ladies from developed community who fancied chic Elie Saab apparel. During 1990 he extended his vicinity into Europe via introducing his 2nd lead shop inside Paris (Samet 2012). During 1998 Saab Elie became the earliest non-Italian fashioner to end up an individual of the ICNM, and that similar decade he exhibited his foremost assortment away from Lebanon, in Roman Empire. During 1999, youthful fashioner started his ready-made dress inside Milan. Be that as it may, Elie Saab got his glory, during 2002 when he clothed Berry Halle in favor of Oscar festival winning this award that decade (Samet 2012). The following day, he got to be world celebrated fashioner. 3. EXISTING BRAND STRATEGY The brand’s outward look comprises of the exceptional outline of the outfit, which underscores the lovely bends of lady body. The mark style is stunning shining weaving quality utilization of bands as well as sheer materials, exceptional manually-beaded fixing and valuable stones. Everything that creates Saab apparels a showstopper amongst other night dresses (Saab 2007). Identity of the brand concerns making each lady feels akin to a queen. Elie Saab succeeded to create well-known extravagance and traditional tailoring towards a flourishing company. As stated earlier – the traditional tailoring in favor of matrimony as well as night outfits is a standout component of the brand of Elie Saab (Saab 2007). Brand contains rich society with moderate Arabic fragrance in each and every costume design. The utilization of non-heavy material, like silk, makes the customary "flying" as well as luminosity streaming outline, which absolutely is familiar on high quality (Saab 2007).Still Elise Saab ready-made product isn’t a "daily", but rather "each day is a festival" design, bringing uniqueness into regular life. The valuable stones stitching are additionally Elie Saab mark. Brand creates solid individual rapport with their clients, giving the high-quality services inside the store, fulfilling each and every customers demand. Traditional customizing conveys the one of a kind ordeal to somebody, who is searching for unique apparel for unique occasion. The fashion of such apparel will totally be unique as well as non-duplicable. Elie Saab additionally created great associations with superstars and majestic households (Saab 2014). The client mental self –esteem, that will be huge Net-worth people or superstars/eminences that are zealous for distinctiveness as well as high-caliber of the items, and additionally for chic and ladylike fashion. 4. THE POTENTIAL MARKETS The novel marketplace for introducing a different Elie Saab lead shop is Global market. State-linked institutions act an important function. The global economy is a noteworthy FDI surge lender on the planet (Saab 2014). The curve underneath demonstrates the increase of purchaser expenditure throughout the previous couple of decades in country like Singapore Retrieved from Saab (2002) Those variables making a visible brand that presently Singapore nation is the principle extravagance marketplaces on the planet, developing daily. The developing Singapore’s prominence as a sightseeing hub is likewise an addition in favor of stating new leader shop inside Singapore, pro the potential effective extensions to other places of the Asian district. 5. PESTEL ANALYSIS 5.1. Political The global market assumes a key part in the improvement of the cloth business. The business has likewise profit from the cloth fashioners of global market who concentrate on building global acknowledgment. Likewise, government bolsters the 2 biggest yearly apparel occasions inside the nation, that is, the International Show Week of well as Fashion Celebration. Throughout the previous couple of decades the regime underpins few style occasions inside the global market, in addition to Global Business (GV), an organization supervised by the Department of Business and Trade, co-organizers of Cloth Week. The regime additionally offers financing to design activities to advance the design business (Hoffmann & Ivan 2013). 5.2. Economic Government organization gives money to bolster t Elie Saab Apparel Week. Like been stated earlier within this paper, global economy system demonstrates the steady development and an abnormal state of job all through the nation exists (Hoffmann & Ivan 2013). 5.3. Social The global market is transnational as well as multi-social economy with considerable development of sightseeing sector along with new organizations. The increased rate of well off individuals now shifts into global market in search of job as well as living (Videofashion 2015). 5.4. Technological The global economy’s TAFf gives a stage to sprouting fashioners to show and vend their clothes. And additionally the present day international economy demonstrates the huge state of interpersonal organizations and pioneering innovations use. The online trade is presently growing quick inside the nation, bolstered by the huge web activity as well as need for web shopping (Videofashion 2015). 6. SWOT ANALYSIS Retrieved from Videofashion (2015) Evaluating the above model, the accompanying inferences may be created: The fresh lead store launching will convey more open doors to previously solid and global-popular Elie Saab brand. New entryways will get created to increase new clients and become propelled by novel Asian society. 7. BRAND VISUALIZATION 7.1. Segmentation-Targeting-Positioning The subsequent table illustrates the purchaser positioning for the brand of Elie Saab: Demographic: Age: 21-70+ Gender: Feminine Wages: Working class/superstars Behavioural: Image: Chic and archetypal Utilization speed: permanent / one time for an exceptional event Elevated brand trustworthiness Geographic: Singapore along with Asian marketplace Physiographic: Fashionable lifestyle Striking design Target alludes to the extravagance marketplace and runs closely with the product situating. The principle target marketplace in favor of Elie Saab involves rich ladies, who stick to traditional and chic style. Situating refers to the foremost rule of promoting that dont matter to extravagance items since seem to be "unmatched" not "proportional." Along these lines, the brand’s identity offers it specific intense sentiment uniqueness (Bariller & Guillaume 2008). Elie Saab situates itself to be a top of the line extravagance brand, cheap just for particular clients. The product is renowned for its celebrity (or Oscar function) dresses, unconventional important for each superstar. Solid female brand is important for each and every portion from collections of Elie Saab. 8. THE NEW STRATEGY The three main techniques vital on favor of the novel brand technique: • To build up the brand inside the novel market • To maintain the image of the brand • To construct great rapports with customers from Asia Retrieved from Bariller and Guillaume (2008) 9. RECOMMENDATIONS In favor of the upcoming proposals to assist the brands effectively develop inside the novel marketplace; I give the following recommendations: First, the company should extend the scope of item offerings through creating novel lines which will permit the organization to attain a bigger group of onlookers of ladies as well as to proceed with their extension inside new marketplaces in future. Second, it ought to advance e-trade. Third, it ought to increase brand mindfulness inside Asia locale. Next, it ought to construct great relationships with domestic culture. Finally, it ought to be motivated with Asian continent in favor of the fresh exceptional gathering/scent it ought to keep up the product image. 10. BIBLIOGRAPHY Bariller, Marie, and Guillaume de Laubier. 2008. Dressing the home: the private spaces of top fashion designers. New York: Abrams. Hoffmann, Jonas, and Ivan Coste-Manière. 2013. Global luxury trends innovative strategies for emerging markets. Houndmills, Basingstoke, Hampshire: Palgrave Macmillan. Saab, Elie. 2002. Elie Saab. Paris: Elie Saab. Saab, Elie. 2007. Elie Saab. Saab, Elie. 2014 Designer file: Saab, Elie. Samet, Janie. 2012. Elie Saab. New York: Assouline Pub. Videofashion Daily. 2015. Videofashion collections. Paris. Volume 7, Volume 7. Read More