Fashion Brand

Management
Assignment-1

B R A N D ID EN TITY P R IS M
FO R
B EA U M O N D E (H Y P O TH ETIC A L B R A N D )
AN D
C O M PA R IS O N W ITH S IM ILA R B R A N D S

Submitted By:
Itee Gupta(8)|MFM-3

O utline
1. Beau monde (Hypothetical Brand)
Marketing Mix
STP
Brand Identity of Beau Monde
Brand identity prism of Beau monde

2. Louis Vuitton

3.

Marketing Mix of LV
STP of LV
Brand Identity of Louis Vuitton
Brand identity prism of Louis Vuitton

Prada

Marketing Mix of Prada

STP of Prada
Brand Identity of Prada
Brand identity prism of Prada

4.

Comparison of Brand Identity Prism Of all the 3 brands

B rand 1:B eau m onde

(H ypotheticalB rand)

Caricatured
for
extravagance,
vanity,
Caricatured for extravagance, vanity,
glamorous
glamorous celebrity
celebrity and,
and, all
all too
too often,
often,
embroiled
embroiledininscandal
scandaland
andgossip,
gossip,18th18thcentury
century London's
London's brand
brand for
for aa
fashionable
fashionable society
society had
had aa wellwelldeserved
deservedreputation
reputationfor
forfrivolity.
frivolity.

Beau Monde
Logo:

BEAU MONDE

Beau Monde: Marketing Mix

Product-

Beau Monde established

itself as a luxury brand in
high fashion apparels and
accessories.
famous for its beautifully
crafted designs inspired
by vintage and Asian
influences
unique embroidery and
fancy workmanship.
Price
High quality products with

high price

Promotion

Beau Monde uses:

electronic media
fashion events,
Fashion shows to
promote their product.
Place-

high end exclusive

stores worldwide, in the
US. and UK.
online presence

Beau M onde collection

Beau M onde collection

Beau M onde Stores

Beau M onde Stores

Beau Monde: STP

The main targets customers are high profile women and
celebrities, so the product should be very high quality and so
is the price.
Segment
High end market segment, women of age group18-50.
Target Group
Upper class, Artists, Celebrities
Positioning
To celebrities, Beau Monde is the brand that is more
nobiliary and feminine due to the hand embroidered pearl
embellishments as well as the feathers and hand draped
rosettes, those unique design feature.

Brand identity prism ofBeau m onde

B rand 2: Louis
V uitton
Louis Vuitton (LV) was founded in 1854 by
Louis Vuitton and headquartered in Paris,
France which soon developed itself as a
well-established name in the luxury goods
segment. The company creates innovative,
elegant, and practical modern products of
high-quality and is a leader of luxury
luggage as an exclusive line.

Louis Vuitton: Marketing Mix

Product
Hand bags,
leather fashion products
Shoes
apparels

Price

Promotion
advertising on TV and
fashion magazine.
Louis Vuitton appears its
handbags with famous models
even the successful politician
because it meet its practical
style.
Louis Vuitton promotes its
products with Chinese stars
Zhang Ziyi to attracts Chinese
market.

Louis Vuitton selects the price

in terms of value and marks its

products at a very high level.
Price range starts from $50

Place
stores in the upscale business
district
flagship stores and specialty
stores.

Louis Vuitton Collection

Louis Vuitton Collection

Louis Vuitton stores

Louis Vuitton stores

Louis Vuitton: STP

Brand identity prism ofLouis Vuitton

B rand 3: P rada
Mario Prada opens a luxury store (handbags, shoes,
trunks, luxury accessories, etc.) Handcrafted,
sophisticated goods rapidly, the new era of
Miuccia Prada &PatrizioBertelli has started.
They turned the label towards haute couture and
internationalization. Pradas classic elements with
mohandbag (parachute nylon).
In 1984 ,expansion across continental Europe. In
1989 Prada launched Prt--porter collection. New
brand image blending traditional and architectural
setting.

Prada: Marketing Mix

Product:
high-end ready to wear clothes
and accessories fragrances,
cosmetics and home products.
Price :
PRADA has many products with
varying price levels
Purses: $400- $3,000 Shoes:
$300- $600
Apparel: $200- $1000
Sunglasses: $200- $300
Fragrance: $50- $150
Skin Care: $50- $150

Promotion:
Traveling Art Gallery
Magazines Ads
Fashion Shows

Place:
250 PRADA stores in
65 countries
Flagship stores in
New York, Beverly
Hills, and Tokyo
Online stores

Prada Collection

Prada Collection

Prada Stores

Prada Stores

Prada: STP

Brand identity prism ofPrada

C om parative analysis of above

three brands and B rand Identity
P rism :

C om parative analysis of above

three brands and B rand Identity
P rism :

Thank You!