Created in 1909, Lanvin is the oldest couture house still in activity. It’s existence is thanks to an exceptionnal woman: Jeanne Lanvin. Lanvin made such beautiful clothes for her daughter that they began to attract the attention of a number of wealthy people who requested copies for their own children. One of the most in uential designers of the 1920s and ’30s, Jeanne Lanvin’s skilful use of intricate trimmings, virtuoso embroideries and beaded decorations in clear, light, oral colors became a Lanvin trademark.
Today it is a french fashion gigant, who, under the watchful eye of Alber Elbaz dictates elegance, style and french chic. •? •? •? History •? Lanvin was making dresses for their mothers, and some of the most famous names in Europe were included in the clientele of her new boutique on the rue du Faubourg Saint-Honore, Paris. 1909, Lanvin joined the Syndicat de la Couture, which marked her formal status as a couturiere. •? 920s, Lanvin opened shops devoted to home decor, menswear, furs and lingerie, but her most signi cant expansion was the creation of Lanvin Parfums SA in 1924 and the introduction of her signature fragrance Arpege in 1927, inspired by the sound of her daughter’s practising her scales on the piano. •? Lanvin died in 1946, ownership of the rm was ceded to the designer’s daughter, who shared management of the rm from 1942 with a cousin and then a fashionindustry expert. •? Because Marie-Blanche de Polignac was childless when she died in 1958, the ownership of the House of Lanvin went to a cousin, Yves Lanvin. ? From mid-60’s through to the takeover by L’Oreal, Lanvin was run by Bernard Lanvin. In 1979 Lanvin bought its independence from Squibb USA. and a major PR promotional tour was arranged by Paris in the United States. History •? In February 1990, Midland backed out and sold Lanvin to Orco , a French holding company led by the Vuitton family. From Orco , 50% of the House of Lanvin was acquired by L’Oreal in 1994, 66% in 1995 and 100% in 1996. Under L’Oreal’s diverse umbrella, an array of CEOs who circulate within the French fashion industry have directed the company.
October 2001, Alber Elbaz was appointed the Lanvin artistic director for all activities, including interiors, and he has conducted his responsibilities in a highly personal, hands-on manner. In 2006, he introduced new packaging for the fashion house, featuring a forget-me-not ower color, Lanvin’s favorite shade which she purportedly saw in a Fra Angelico fresco. •? •? •? •? •? In 2006, Lucas Ossendrijver was brought on to head the men’s line which debuted to great success while strengthening Lanvin’s brand.
In May 2009 when Michelle Obama was photographed wearing a popular line of Lanvin’s sneakers made of suede, with grosgrain ribbon laces and metallic pink. On December 4, 2009, Lanvin opened their rst US Harbour, Florida. Brand 4P For services to bene t more 3 P (4+3) =7P •? People •? Process •? Physical evidence Product Some of the products you can nd in Lanvin are: •? Seasonal looks •? Ready-To-Wear •? Handbags •? Small leather goods •? Shoes •? Ballerinas •? Jewelry •? Accessories •? Fragrances Product •? •? •? •?
Over the years the fashion industry has changed. People’s criteria of designer clothes are increasing day by day. Since 1909. Lanvin fashion no matter which country you live in, you can have your cup of fashion. Lanvin Boutiques are located almost all around the world; in the USA, Europe, Asia, Middle East and North Africa. When it comes to Lanvin their range of products is various. They make high fashion clothes and shoes for women, men and children and they make a lot of di? erent types of accessories, perfumes and jewelry.
Lanvin has a wide range and combinations of materials to work with and a wide range of colors, patterns and styles to choose from. But the main product they stand out with is their women’s dresses. Place •? Lanvin boutiques are located in Amman, Ankara, Athens, Bal Harbour, Bangkok, Beijing, Beirut, Beverly Hills, Bologna, Casablanca, Dalian, Doha, Dubai, Ekaterinburg, Geneva, Hong Kong, Jakarta, Jeddah, Kaohsiung, Kuala Lumpur, Las Vegas, London, Manama, Marbella, Milan, Monte Carlo, New York City, Paris, Rome, Samara, Saint Tropez, Salmiya, Shanghai, Taipei, Tokyo, Toronto and Warsaw. ? The Las Vegas (men’s and women’s) and Bal Harbour (women’s only) boutiques were the only ones in the United States. In July 2010, Lanvin opened a boutique on New York City’s Madison Avenue. •? Lanvin’s biggest wholesale customer in the United States is Barneys New York. “This is the best fashion clothing line ever seen” said by many people who have purchased Lanvin. Place •? You can buy your favorite Lanvin clothing items all over the world. If there is not a Lanvin boutique in your country you can make your purchase on the internet by visiting their website www. lanvin. com •?
Lanvin products available for purchase online include handbags, wallets, shoes, luggage, jewelry, gifts and ready to wear. Promotion Advertising •? Goals of adver’sing: 1.? Improving brand name 2.? Image building 3.? Promotion of sale •? LANVIN Fall Winter 2011-2012 Ad Campaign was very interesting. Models danced on modern music rhythm in unusual way. •? French fashion house Lanvin has cast ‘ordinary people’ in it’s upcoming autumn/winter 2012 advertising campaign. •? L a nv i n’ s 2 0 1 0 S p r i n g / S u m m e r Campaign AKA Can’t Stop Thinking About These Ads by Poor Little Bitch Girl. ? Story of supermodel Lara Stone. Pretty good for post-Internet generation impact. Well done Steven Meisel. •? The ‘crazy family’ includes a waiter, a milliner, a recent US immigrant and an 82-year-old lady who at the age of eighteen dreamt of being a model in Paris. In Lanvin campaign ordinary people are wearing their creations including bags and shoes. •? YouTube advertising campaign •? •? This year You Tube campaign had a great success. TV ads are very expensive so they decided to go on the internet. Lanvin put their ads on You Tube website.
Its free and people can play video as many times as they want. The two most important factors for Lanvin is the YouTube advertising campaign captures the brands ethos and also speaks to its customers and target audience. Their YouTube Advertising campaign creates a simple story everyone can relate to, ‘getting ready for a night out’ and has a sense of humour. Two models wearing Lanvin key Fall Winter pieces are seen dancing getting ready for a night out. Moving to the music, the models dance showing glimpses of key accessories including a clutch bag and bejewelled cu?.
Even the background set of a living room embraces the Lanvin key trends and dresses which makes the ad campaign believable and stylish. The YouTube Advertising campaign is nished o? with music by Pitbull ‘I Know You Want Me’ which is almost a subliminal message about the clothes. •? •? •? Direct marketing •? Company owns a big data base. •? Lanvin may conduct direct marketing because it is a mature company and sells its goods in the mature market. •? Direct Mail, Customer Care, Telemarketing •? Pros: individual approach to every customer •? Cons: excessive expansion and market saturation
E-marketing Lanvin launched a mobile website to create the most intuitive electronic sales experience Concomitant with the development of mobile communication technology and tools, emarketing has become more mature. Automatically directed for Lanvin’s mobile site, giving users a more intuitive experience. Recently, Lanvin for smart phones and tablet PCs introduced mobile siteLanvin’s mobile web application automatically directed to the user a more intuitive experience, including the content of e-commerce, a background image, video and the latest Lanvin information.
Sales promotion If you choose to give your trust to Lanvin they are obliged to be e? cient with the delivery. The products purchased online are packed in a unique manner suitable for gift giving. Orders are processed and delivered Monday through Friday, 24/7, excluding holidays. Exhibition Lanvin windows and dolls •? This must be the best visual merchandising job ever (imagine playing around with wigs and props, including plastic babies).
The current windows seem to have some sort of royalty theme: most mannequins have sashes on with titles reading “Duchess Lanvin” or “Lord Lanvin”. Promotion •? Some high fashion shop starts in the end of season with sale program. One of them is Lanvin which make a very elegance Sale promotion poster. The poster is put in the middle of the beautiful light blue Lanvin boxes. This arrangement can attract mall visitors to look and even come in if they are rich enough to buy the luxurious dresses or suits and accessories inside.