Strategic Branding 3&4

What is the role of the Figurative/codification level?

• serves as a tool to build brand recognition, easily identified by consumer

• creates a bond with the consumer

• Dimension of affection

• Brand Icons 

Brand Icon examples

• Mickey Mouse for Disney

• J’adore dior fragrance Dior

• Air force 1 for Nike

• Birkin for Hermes

What makes out Chanel’s visual grammar? (5 points)

• linear precision across all design units

• clean, structured forms avoiding excess

• a “looped silhouette” which begins and ends in a continous line

• limited and controlled ornamentation (evokes baroque richness when present)

• light and matte materials communicating “tactile softness” 

What do watches and fine jewellery represent at the codification level?

they function as codified symbols of intangible value rather than mere products

• they condense the brands DNA into miniature forms of identity 

• they stabilise the visual vocabulary of the brand acrosss campaigns

• balance intimacy and visibility : personal yet performative (status)

Which brand has a watch that fits this codification?

Chanel: the linear precision and closure appears both in the jacket’s tailoring and the geometry of the Première watch.

What represents Marine Serre ?

• symbols of regeneration, upcycling, environment conscious

• cyclical aspect (moon)

• effective brand identification

• wholesale & no physical store & online DTC

What represents Alain Paul?

• inspiration drawn from classical dance 

• launched recently (2021)

• focus on movement, self expression 

Summary of brand codification

• necessary for visual brand recognition & creating an emotional bond with consumers

• brand identification through “icons”

• shortcut for the narrative level

• most sensitive to the socio-cultural environment (lifestyle and consumer attitudes)

What is the biggest challenge for brands expanding into the lifestyle universe

How can you increase their perceived value to keep customers buying your brand.

What are the brands with the smallest amount of white space in their services?

1. Dior (complete brand portfolio)

2. Louis Vuitton (missing couture)

3. Gucci (mising couture & hotellerie)

Why do brands diversify towards cultural dimensions ? 

1. To enrich the brands global narrative 

Example: cultural dimension: LV & Pharell Williams: the brand becomes part of the artists creative universe

2. To retain loyalty of VICs 

Example: Palazzo Bottega Veneta: offering VICs an intimate space & reflecting the brands history 

3. To expand developing markets 

Example: CD pre-fall 2023 Mumbai, starting a new convo with new consumers, integrating new market through cultural appreciation

What is store artification?

store artification involves introducing artistic stimuli into retail atmospheres to create an engaging and stimulating shopping experience

Whats the purpose of store artification?

• enhancing customer experience by linking art & fashion

• added value to the collection in store

• maximises retail performance

What were the findings of the field study on store artification conducted in Paris ? 

positive: + perceived differentiation of the store and offerings, +customer satisfaction, +store and product image, +customer focused KPIS

negative: no sales impact, no effect on commercial performance, concerns about implementation costs if no profitabilty 

Examples of store artification

Dior Lady art : increase perceived value, increase price, maximise profit

Dior Cruise Collection: increase desirability & credibility by raising awareness for femicide in Mexico (mexican designer)

Guerlain Pièces d’exception: combo of perfume & jewellery: collector pieces, limited to 53 pieces

How does bottega veneta use store artification ?

In their Avenue Montaigne store they use “museological displays”

This makes products look more luxurious and more purchasable

How does Dior use store artification ?

By collaborating with artists to design their montaigne store, creating a hybrid between art gallery/retail store, objective: driving visual appeal and service level expectations.

How does Gentle monster use store artification ?

• additional aspect beyond wearables 

• hybridization of art and store

• immersive and emotive 

How have some brands become cultural agents?

By organizing international exhibitions, luxury brand museums or creating foundations

Examples of relevant fashion exhibitions 

Christian Dior Couturier de Reve : MAD 

Gabrielle Chanel Manifeste de Mode: Galliera 

Galerie Dior 

Gucci Cosmos & Visions 

Musée YSL (dedicated to YSL’s life)

How to brands integrate the art world in a temporary fashion ?

By integrating Global art fairs (Lucien Pagès saying Salone del Mobile has become another fashion week)

Dior trying to be more niche —> hosting the Dior Prix de la Photographie

What cultural dimensions can brands integrate to create meaning in a long lasting way ?

• Cinema 

• Lifestyle: Gastronomy, Tableware, Hospitality, Wellness

• Sports 

How have fashion brands integrated Cinema ?

Saint Laurent Production

• registered subsidiary of the house

• first fashion house to count full fledged film production amongst its activities

—> “Strange way of life” with Pedro Pascal and Ethan Hawke

• stretching Vaccarello’s vision into the 7th art

Jonathan Anderson designing all costumers for Challengers 

How have fashion brands integrated Gastronomy ?

• Louis Vuitton launching Le Café by Cyril Lignac (2018, new concept at the time)

• Gucci Osteria, Michelin Star (collab with Massimo Bottura in three locations: Florence, LA, Tokyo, Seoul)

• LV collab with indian chef Gaggan in Bangkok

• YSL sushi in a private club setting '“quiet luxury”

What brands have integrated the “Home” field? 

Armani, RL, Dior, Versace, Tekla Jacquemus

How have brands integrated Hospitality?

• Bvlgari Hotel (renaissance style, JV with Ritz (owned by Marriot & Bvlgari)

• Dior 30 Montaigne Private stay “La Suite Dior” (25k/per night)

• Champs Elysees LV trunk Hotel

How have brands integrated wellness?

Plaza Athenée Cheval Blanc Paris

Dior Spa Cruise

How have brands integrated the sports world ?

LVMH F1 sponsorship deal 

Brand sponsorships in global sports & olympics

How to brands motivate customers to move up the price ladder?

Fine Jewellery: Prada

• recurring triangle shape tied to paradox perfume and bags

• represents past present and future

Childwear

• D&G

• Givenchy

• Rick Owens (very niche consistent consumer who lives in the brands universe and expands to their kids)