A thirty-year marketing strategy for Parisian luxury brand CELINE to remain classic heritage while increasing brand equity for futural consumers.
LXMT 730 - Marketing strategies for for Luxury Brands and Experiences
OVERVIEW
CELINE is a Parisian luxury brand founded by fashion designer Céline Vipiana and her husband Richard in 1945. The brand started by children's shoe boutique, but after a big success of the business, Vipiana extended the product line to fashion RTW sector for women. Especially after the merger into the luxury conglomerate LVMH, the brand heritage embodies the Parisian chic through elegant design and craftmanship, as well as Phoebe Philo's minimalism. Now the brand is under the leadership of the bad fashion boy Heidi Slimane, who changes the logo into accent-less Celine and opens a new era for the brand. The project is focusing on analyzing the past, the current status to forecast the future development in the marketing strategy and the business plan for CELINE. The goal is to remain CELINE's classic heritage and augment brand awareness among the new niche market of future consumers.
The US, Japan and Mainland China are the top three countries that contributed the most to the global luxury market in past 5 years and are also expected in the next 5 years. According to the forecasting trend, the growth of China is the fastest in purchasing power and huge consumer base.
PROJECT POSTER
