Fashion & Brand Promotion
Ashleigh Willer
GIUSEPPE ZANOTTI
GIUSEPPE ZANOTTI'S HISTORY
S.W.O.T ANALYSIS
Giuseppe Zanotti comes from a small town a few miles from Fellini’s Rimini, famous for its great shoe manufacturing tradition. In the early 1980’s Zanotti was a fiery DJ and patronized eclectic and fashionable nightspots. Shortly afterwards his instinctive bent for art, design and fashion led him to attentively follow the prêt-à-porter fashion shows in Milan and Paris. But it was his passion for women’s feet and his interest in the craft industry that his native town that spurred him to take the first big step towards this profession. So himself devote himself solely to fashion. In the beginning he started working with small craftsmen as a free-lance designer and shortly afterwards, thanks to his talent and energy; he started working for the leading fashion houses. In the early 90’s he bought the Vicini shoe factory. He moved his style office into this small factory, added a department for creating jewels, another for heels, and then he hired expert embroiderers. He focused everything on a formula of creativity and craftsmanship of the highest level. Giuseppe saw the shoe factory as something more parallel to a fashion house set up to meet the needs of every woman’s foot.
> Strengths - The brand has its presence in some of the shopping hubs of the world. The brand has a clientele including international celebrities. The brand has been nominated as ‘Design of the year’ three times and has a global presence. The brand has experience and collaborations with other well-known brands.
> Weaknesses – The brand doesn’t have the publicity it may need because of competition. The brand may be hard to find as their Giuseppe Zanotti supplies limited stores. The brands have only manufactured just over 400,000 of women shoes. Fake imitations affect brand and sales.
> Opportunities - The Company needs to adopt the current fashion trends to stay in business. The company can offer once in a year discounts for its customers. The company broaden the profit margin but introducing a clothing line for women and men.
> Threats – There are competitors that have a stronger reputation compare to this brand. Economic crisis can hurt the brand sales in a negative way. Fake imitations sold at a lower cost.
BRAND PROMOTION
WHAT DO THEY DO?
The first collection was presented in New York, where buyers immediately welcomed it to then place their trust in this novice designer and in his jewel shoes. Success and popularity then quickly followed, to be reflected in the company’s growth. After starting with only a handful of employees, it soon had more than 300 expert specialists.
He has been nominated "Designer of the Year" three times (2000, 2007, and 2009) by Fairchild and won the "Prix d'Excellence de la Mode" for best footwear collection by Marie Claire International in 2010. With that being said Giuseppe Zanotti focuses entirely on footwear, with some small collections of bags, body belts and jewelry. The popularity of upmarket footwear Giuseppe Zanotti fits in with the Under-35s which are the core consumers of luxury items in the high market level. The brand tone is very luxurious and stylish, and the USP is luxury women’s shoes, which is where the brand gets most of their sales from.
Guiseppe Zanotti is a fashion house brand so must of their advertisements comes in effect at high-end fashion shows and campaigns. The brand doesn’t do outdoor promotion but they do more BTL promotions which are their way of gaining more awareness, especially throughout London and Milan fashion week. They do mail-outs on their website which their consumers can subscribe to. They do use some social networks like Facebook and Twitter which is common. Their footwear price ranges from £365 to £1,400 which is similar to their competitor Louis Vuitton.
The first boutique opened in Milan in 2000. Additional boutiques then opened in the major fashion and luxury capitals of New York, Paris, London, Moscow and Dubai, and today there are about 50 points of sale scattered around the world. Still today he works with brands such as Balmain, Proenza Schouler, Thakoon, Christopher Kane and Delfina Delettrez in a collaboration of creativity and challenges that are giving surprising results.
