Introduction
The brand was founded by designer Franco
Moschino. Moschino logo design is simple, pure bold letters with full name
of brand, a colour is changing depending of needs-gold, black, red and there’s
often a heart that appears on perfume pack, bags shape design or clothes print
(Radovic, 2011) . Through the branding they are trying to tell us to be
fashionable, but never fashion victim; and message is announcing fashion is
funny, and we all should have a good time.
Omni-channel
retailing model:
There are three labels belong to this
fashion brand: Moschino- main line for men and women; Moschino Cheap
and Chic– secondary women’s line, launched in 1988; Love Moschino–women’s
and men’s Moschino Jeans line from 1986, changed in 2008. Besides
this brand is leading as fragrance label with its twelve perfumes. Apart from
retailer stores, the brand has the localised site ‘http://www.moschino.com/gb
‘ and has involved in commercial advertisements and a variety of social
media platforms to advertise their products through fast spreading Internet.
Globalization:
The brand stores have been distributed
through over 30 countries, and the localised site serves worldwide shipping
delivery to 53 countries.
Market
strategy:
‘With their bold, simplistic effects
both Chanel and Moschino borrow something from the strategies of pop art and
esprit reclame.’ (Vinken, 2005). Take a look of Moschino’s 2014 Autumn/Winter
show, and the whole series inspired by fast food restaurants. It was known
witty that nobody would like to wear an actual McDonald’s uniform or logo but
might consider Jeremy Scott’s better cut. More recently, Inspired by Moschino's
spring/summer 2016 collection, and their similar sell-out phone case, the
perfume's Fresh Couture Perfume (see at Appendix 4) that blue juice is housed
inside a glasses of ' cleaning bottle' (Cherrington, 2015). The idea of the
brand is as "modern, fresh and joyful". Moschino says the concept for
Fresh Couture was to ironically juxtapose a mundane, commonplace household
product with a precious, luxury fragrance.
Consumer
behaviours:
This brand is for urban upper class and a small group of premium elite
fashionable people. According to O’Neill (McCorquodale, 2015),
the reason why Moschino is so popular among the age of young group clients
might be about the elements, which applied to are Barbie dolls, M&Ms and
The powerpuff girls. All of these are visual icons of popular culture with a
high visual recognition, then they would like to purchase due to recollection.
Impact on retailer:
Since emerging subculture shown up, the
style of Moschino brand has been changing indeed. It can be obvious seen that
since Jeremy Scott took over this brand after 30 year’s anniversary, the
clothing style is going to be more related to pop art and approaching to fast
fashion industry. Also, the creative director Jeremy poured out massive ironic
and resistant ideas that match the spirit of Moschino, to made a new
breakthrough. (Gonsalves, 2014)
Creative
director Jeremy Scott
Analysis:
There must be several potential problems
appearing even the brand has sufficient resources and strategies already. As
for the branding price, Moschino always has been struggling with ‘over-priced’,
which means the quality and price are not in proportion, but the brand charges
a higher price, and leads to the situation that some products have not sold well
within a certain period. In the other hand, art and fashion did not go well on
products. Sometimes, it occurs when graphic prints shown on the Moschino
products, which lose their high value and even might look cheaper. They use
brand-new elements that just meet the popularity at that moment but not for
classic forever. By comparison, Chanel has adapted sub-cultural elements in an
earlier age, because under the influential movement of pop art that time,
designer drew the inspiration from Andy Warhol and Roy Lichtenstein, which
contained a long transitional period (Marshall, 2005) and made the products
still elegant.
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