We continue to discover the marketing strategies of fashion brands. In this opportunity, we will talk about Moschino, an Italian fashion house that manufactures fashion clothes for women, men, and children. And also fragrances, decorative items, cosmetics, and jewellery. Moschino and his brand became famous for their innovative and colourful designs, their critiques of the fashion industry, and their social awareness campaigns in the 1990s. But, what is Moschino’s marketing strategy? Maybe it’s centred on eccentricity? Stay on BluCactus to know more about it. Let’s get started!
How does Moschino’s marketing strategy work?
Moschino’s marketing strategy analyses the brand with the marketing framework covering product, price, place, and promotion. When it comes to Moschino, there isn’t just one marketing strategy implemented. There are several marketing strategies, such as product innovation, pricing approach, and promotion planning, among many others. These business strategies are based on Moschino’s marketing mix. In this way, they help the brand to be successful in the market. In addition, their marketing strategy helps them position themselves competitively in the market. It also helps them achieve their business goals and objectives.
As for promotion, most of it includes online and print media. They specifically aim to appear in interesting magazines like Vogue and W magazine. However, there are also many online magazines and blogs through which they promote themselves. Like its products, its ads are particularly colourful and have quirky images that are eye-catching and stray from the boring catalogues of luxury brands. Thus, this completes Moschino’s marketing mix. They make a noticeable difference in the market thanks to that.
What is Moschino’s target market? What is Moschino’s marketing strategy?
As we have mentioned before, in other blogs, its target audience must be considered when we talk about a brand’s marketing strategy. The combination of bright colours, patterns, and materials is evident in the children’s line and the men’s and women’s collections. For this reason, Moschino’s target is young people and adults with medium-high purchasing power. The brand is luxury, so its prices are high.
The brand captures the attention of both young people and adults for its daring to be different, for adding a touch of carefree colour and joy to life, and for continuing to reinvent itself year after year.
In addition, the innovation that characterized its birth is still very evident in all the collections that are committed to the quality of patterns and materials to conquer fashion lovers everywhere.
In its commitment to digitisation, the brand places the improvement of its customers’ experience at the centre of its strategy. By staying true to its essence, Moschino is one of the most acclaimed and creative brands, with a marketing strategy that keeps them among the favourites.
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What kind of brand is Moschino?
Thanks to Moschino’s brand identity and marketing strategy, it stands out as one of the most eccentric and colourful clothing brands. Why? Because Moschino’s fashion presentations, performances, and memorable events have always been characterised by their theatricality.
Since its inception, the brand made tremendously imaginative seasonal presentations, radically changing the way fashion shows are conceived. Also, its clothing design has always reflected a sense of humour and a strong sense of social justice through iconic words and patterns such as bricks and mortar, exotic opera characters, or cowboy stereotypes.
Throughout the 1990s, the brand used a plethora of accessories to make statements and visual puns. In its store windows, it displayed mannequins wearing straight jackets with the text “For Fashion Victims Only”.
In the window, a regal figure, wearing a crown made of dried macaroni illustrated its mistrust of authority. In another window, models appeared posing between open and suspended scissors, making scraps of glamorous materials.
Who are Moschino’s competitors? What is Moschino’s marketing strategy?
Moschino’s main competition is other Italian brands with the same distribution channel, the same target, and the same range of products. So several brands on the market are competing for the same group of customers. However, its main competitors are Armani Exchange, Versace, Dolce, and Gabbana. They are all luxury brands that involve a lot of creativity and a bit of eccentricity in their designs.
What is Moschino culture?
The Moschino culture began in 1983. Franco Moschino founded the brand that year. That year he presented the first women’s collection, and that was the beginning of an expansion that gives an idea of what the 80s were for the history of Italian fashion.
Although Moschino’s voice was dissenting from the system, his commitment was decisive in making it more responsible. Rather than invent a new style, he combined existing elements in unexpected ways.
His expertly cut, classic styles, peppered with whimsical details, were already evident in the early days of his company, Moschino S.n.c., which became Moon Shadow S.r.l. in 1983. Polka dots and stripes, harlequin and fruit prints, the heart and the peace symbol, quilted bags, and golden circle earrings continue to be the icons of this brand. They are characteristic Moschino prints, also those that allow the Moschino culture to exist.
What is Moschino’s marketing strategy? Moschino’s marketing strategy focuses on and prioritises the study of the product, place, price, and promotion. This technique allows you to position yourself and stand out from many other brands. In addition, its creative and eccentric elements and patterns make it a different brand from others.
Do you like Moschino? What do you think of their marketing strategy? Tell us in the comments. And don’t forget to subscribe to our newsletter to stay connected with all our updates. See you in the next blog.
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