Академический Документы
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Brand Values.
Since the very beginning of his career Alexander McQueen has strived to make a statement within the fashion industry. Despite being renowned for his un usual and somewhat unorthodox clothing it is the causes that he represented that led him to become so well established and respected as a designer. The majority of his exquisite and eccentric collections fight causes and tell a tale. Unfortunately, not the fairy kind. Since the beginning his shows and clothing collections have both shocked and delighted their audiences with his raw interpretations of bleak history and anarchic politics. His shock tactic shoes began in spooky, dimly lit warehouses that were away from the London fashion week tent environment. The first time his catwalk show really created a commotion and made the headline news was in nineteen ninety five for his autumn/winter collection, entitled: Highland Rape. The collection featured torn clothing and battered looking models and was McQueens own interpretation and comment on the rape of the Highlands at the hands of the British. However, it was also interpreted by other viewers and critics as a perverted celebration of the sexual violation of women. Of course creating much controversy and turbulence within the fashion industry and certainly for Mr McQueen himself. Nevertheless Alexander McQueen continued to create his somewhat disturbing pieces and once again made headlines in nineteen ninety seven, for his spring/summer collection which while being released on the runway featured a black model whose movements were being restricted by a metal cage that had been attached to her limbs. It is believed that this collection and representation was inspired by the German puppet master, Hans Bellmer. And that the metal contraption was designed and featured to evoke a inevitable feel of bondage, slavery and the subordination of women. McQueens outrageous theatrical runway style and unique combination of violent tailoring and romanticism in his clothing led him to become a well celebrated and well respected designer and household name not only within this generation but for generations to come.
Pricing Strategy.
Dresses and jackets are at the top of the price range, ranging between $695 and $6000. Followed by bags, trousers and skirts which range between $600 to $7000. Then there is shoes and tops, ranging between $500 and $3000. And, last and more within the average price range, purses, phone cases, belts, sunglasses, scarves and jewelry ranging between $195 and $750.
Place/Distribution
Alexander McQueen stores are located in all busy cities all over the world. There are fifteen stores in total, located in: London, UK Flagship. New York City, USA Flagship. Los Angeles, USA Flagship. Las Vegas, USA Flagship. Milan, Italy Flagship. Isetan, Japan Menswear boutique. Matsuya Ginza, Tokyo, Japan Accessory boutique. Hankyu, Tokyo, Japan Menswear boutique. Umeda Hankyu, Osaka, Japan Menswear boutique. Shinsaibashi Daimaru, Osaka, Japan. Qatar. Beirut Lebanon. Dubai. Istanbul, Turkey. Kuwait. There will also be a flagship opening soon in Miami, USA.
SWOT
Strengths
Well established & respected label throughout the world.
Weakness
Similar brands.
Opportunities
Perfume range and expansion of jewelry range.
Threats
After takeover of company by Sarah Burton people may not necessarily trust the brand as much and may have lost loyalty to the brand.