Tom Cruise.
Pint sized celebrity once married to Nicole Kidman.
Seems to have hit the jackpot with his young wife Katie Holmes.
Who continues to excel herself with more aging hairstyles.
Tom's interest in Scientology is argued by some as unhealthy,
Not to mention spooky.
He quotes believers are "the authorities of the mind".
Tom's daughter is named Suri, the Hebrew for 'Princess'.
He shocked the nation with his sofa aerobics on Oprah.
And even more when he planned to eat baby placenta.
Starred in films like Mission Impossible...
Overly nice on camera, smiley.
Not much else to say really...
Monday 16 February 2009
Wk 1. The Luxury Designer Market; Luella
What Is The Brand Personality?
'English cool meets English heritage’-Luella Bartley
The images (above) from the press cuttings page, emphasise Luella's personality as being eccentric and fun. Although at first glance the clothing seems youthful, it is also being worn by an elderly woman (right) - insisting that the brand is fun and not to be taken too seriously. There is an element of 'dressing up' and a theatrical theme to the brand.
What Is The Brand Saying?
- Luella Bartley said she designed 'the kind of clothes you can get drunk and fall over in.
- Her eternal muse is the rebel Brit “It” girl.
- The Look is basically: Squeaky-clean badass and pretty punks.
- Adepts include: It girls and hip kids such as Alexa Chung, Lily Allen or Agyness Deyn
How Does Luella Add Value?
Luella had been seen on the likes of; Kelly Osborne, Camilla Belle, Alexa Chung, Lily Allen, Kate Bosworth and Jessica Alba. Celebrity endorsement adds value to the brand. Luella has appeared in Vogue, Harpers and Bazaar magazine which also adds value to the brand as the target demographic for these magazines are women who are interested in high end fashion (and usually have a high income). In store, the music is very calm, which gives you a psychological feeling that one is separated from the fast moving world and can indulge themselves into pure luxury commodities. This adds value to the brand and makes the shopping experience pleasurable. The colour scheme is contrasted between bright and funky and pastel, soft colours.
Distinctions From Competitors?
In-store vibrancy
Whilst other luxury brand’s such as Miu Miu have stores which have a quiet, mausoleum feel to them, Luella is bright, energetic and lively, a customer isn’t scared to touch things. Leather goods are casually displayed as opposed to being locked away in glass boxes. This sets Luella apart from the competition- the customer base is not intimidated despite the high pricing and bond street location. The brand gives the impression that everyone is welcome at Luella.
Product design
Luella’s collection is based around classical English designs, the prom dress, t-shirts and knitwear, but has a bright acid floral fabric used throughout. This design continuation is a visual feast, which is rarely seen in luxury fashion. The use of cartoon like graphics and bright colour is used throughout the website which creates an almost Warhol style tone. Combined with the girlish colours and prints used Luella is projected a thoroughly modern brand.
Use of celebrities
The website has a section devoted to showing celebrities wearing Luella product (i.e. Lilly Allen & Jaime Winstone), often in the form of cuttings from magazines varying from Tatler to Now. This is distinctive to the Luella brand. It is rare that a high end brand uses down market magazine journalism on their own website. Ordinarily a high end brand such as Miu Miu or Chanel would have a sleek website using only in house photography. Promoting the designs with the use of cheaper mediums making the brand seem accessible to a wider target market. Once more this gives Luella a more down to earth feel, creating a distinctly modern mood for the brand.
Source: Megan Hart, Sarah Katchis, Emete Yarici, Delphine Mirrolo, Reanna Philippou
Subscribe to:
Posts (Atom)
