This task provides an opportunity to critically analyse fashion and luxury brands and explore ways in which strategic thinking, design and creativity, business skills and knowledge are integrated and intrinsic to success. Students will be able to analyse/audit the company and provide creative solutions to challenges or strategic growth opportunities.
You will need to research a luxury fashion brand (Balenciaga) and its branding strategy, looking at the evolution, identify challenges and current issues.
The report should contain the following sections:
Students will conduct a thorough analysis of the current brand including:
Brand DNA, Heritage and History
Brand Identity Logo
Icons and Prints
Competitor analysis-POPs and PODs
Students will make recommendations based on the conclusions of the brand analysis, supported by a rationale.
Students will need to develop a brand strategy including the use of the brand equity pyramid.
Here students will outline the brand deliverables such as the branding elements, touch points and communications.