What is Givenchy’s marketing strategy? Luxury brands also use digital marketing to maintain their position, and Givenchy has been no exception. This French firm of clothing, accessories, and fragrances was founded in 1952 by Hubert de Givenchy, a French designer dedicated from the beginning to haute couture.
This post will explain what Givenchy’s marketing strategy consists of. This way, you can determine if some of them can work in your fashion business in the US.
Givenchy marketing strategy
To carry out its marketing strategy, Givenchy has set itself a target audience of women between 22 and 45 years old. The reality is that its distinctive style allows it to appeal to a diverse age demographic. In fact, you can see it in women between 16 and 22 years old. Although these ages would be part of its secondary market and it applies to young women who feel a reference to Givenchy’s characteristic style.
Givenchy’s marketing strategy also maintains a very clear message during each season. It has a communicational and artistic point that differs from other brands, and Tisci adds innovations in its designs. Also, as a high-end designer, his main concern is maintaining his unique position in the luxury market. The desire is for each season, the target audience to buy pieces of clothing or accessories from the collection. So that other potential customers are also interested in appreciating and buying these designs. In this way, Givenchy can be maintained as a sought-after luxury brand.
The marketing tactics used by the brand include print, digital and outdoor advertising. In addition, it promotes through social networks such as Instagram and Twitter. But that’s not all, since she also broadcasts their fashion shows on their YouTube channel and shares photos of fashion looks on their site.
Givenchy by email
Through its email marketing strategy, Givenchy has kept its objectives very clear. It can be said that it has been a very stable strategy since it has a very low spam rate. In case you don’t know, there is a spam score to determine if an email is taken as spam by a spam filter. Therefore, the higher this score of an email can be considered spam.
Structure of the Givenchy brand
As an haute couture brand, Givenchy has its luxury fashion house. From there, it makes garments for women and men who pursue good dress. Also, it makes accessories for both sexes and exclusive fragrances that have great recognition worldwide.
For example, when Tisci was appointed creative director of the brand, some fragrances could only be found in the United States, specifically in New York. But now, these same fragrances are sold in large national stores, and their distribution is also notable in Europe, Asia, and the Middle East.
Givenchy’s local and global market
Givenchy is an iconic haute couture brand used by a high-profile audience. That is why celebrities around the world often see their products. The success of this company is directly related to both the brand and its marketing and commercial strategy. The construction of this brand was adapted to the needs that come along with globalization. For this reason, Givenchy can be said to be present worldwide.
Likewise, its market share is divided as follows:
- Europe: 42%.
- Asia: 18%.
- America: 14%.
- Middle East: 7%.
As you can see, the brand has done very well in the local and global markets. It is also due to its creativity. Since, if we remember, previous years, Givenchy has been bringing to the market a large number of innovative accessories. This has positioned it as one of the most influential brands in the design and fashion industry. Its creativity in fashion also comes from the team of young people committed to the brand and other factors that work together with haute couture.
Givenchy pricing strategy
Givenchy is in the designer price category. However, its sales are carried out in its homonymous boutiques or large, high-end stores. You can access its official site and its collections, categorized by price. Thanks to this, Givenchy can offer the most expensive clothes ready to wear.
This is one of the brands distinguished by using quality fabrics and perfect construction in its clothing and accessories. Likewise, its pricing strategy offers exclusivity in its products without leaving aside its legend and what it has been since the beginning of its history. Indeed, it is aligned with the LVMH strategy since the history of the brand is not left aside, but the elements of modernity are taken into account. Thus, it fits the expectations of the target audience today.
Givenchy business model
Givenchy belongs to the most prominent luxury group in the world, known as LVMH, and these are the most relevant factors of its empowered business model:
As a decentralized organization, most decisions are made autonomously by the head of each department for quick response. However, like other fashion brands, Givenchy has its own creative and marketing director.
This group to which Givenchy belongs controls its value chains, as well as its production and distribution. It is important to note that luxury brands remain linked to their history, their culture, and the place where they were founded. In the case of Givenchy, it continues to manufacture most of its luxury products from its place of origin.
Investment for your innovation
LVMH frequently invests in its brands, and Givenchy is no exception.
The brand has made innovations in its products that are later shown through collaborating with different celebrities.
What do you think of Givenchy’s marketing strategy?
This is how Givenchy’s marketing strategy works. Being part of a group of luxury brands like LVMH, it has to maintain its highest standards to please its target audience in search of exclusivity. Also, social media and other communication channels have been of great help to be one of the most influential brands in the fashion industry.
Your fashion brand also needs a marketing strategy, and at BluCactus, we can help you.
We have specialists in digital marketing, graphic designers, and content creation who will be in charge of creating a personalized project that fits your needs. You can contact us right now to tell us about your business.
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