What is Givenchy’s marketing strategy in the UK? 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.
In this post, we 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 UK.
Givenchy marketing strategy
To carry out its marketing strategy, Givenchy has set itself a target audience made up 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 is very different from other brands, and Tisci adds innovations in its designs. Also, being a high-end designer, his main concern is to maintain his unique position in the luxury market. The desire is that for each season the target audience buys 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.
As for the marketing tactics used by the brand, they include print, digital and outdoor advertising. In addition, it carries out its promotion 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, Givenchy’s marketing strategy.
Givenchy, through its email marketing strategy, 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 is, 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 in the world.
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 their products are often seen on celebrities around the world. 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 all over the world.
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 important brands in the design and fashion industry. Its creativity in fashion also comes from the team of young people who are committed to the brand and from 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 in large and high-end stores.
Also, on its official site, you can have access to its collections, which are categorized by different prices. Thanks to this, the brand can offer the most expensive clothes ready to be worn by its target audience.
This is one of the brands that is distinguished by using quality fabrics and perfect construction in its clothing and accessories.
Likewise, through its pricing strategy, it can offer exclusivity in its products without leaving aside its legend and what it has been since the beginning of its history.
Indeed, it is a strategy that 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 largest luxury group in the world known as LVMH, and these are the most relevant factors of its empowered business model:
Decentralized Structure, Givenchy’s marketing strategy.
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.
Vertical Integration, Givenchy’s marketing strategy.
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, Givenchy’s marketing strategy.
LVMH frequently invests in its brands and Givenchy is no exception. The brand has made innovations in its products that are later shown through the collaboration of different celebrities. Likewise, together with its marketing team, it carries out successful campaigns so that the world can learn about everything they have to offer.
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 that is in search of exclusivity. Also, social media and other communication channels have been of great help to be one of the most important 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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