Givenchy's 2018 offerings presented a compelling narrative across its various collections, showcasing the brand's mastery of luxury leather goods (maroquinerie) within its women's line. The year saw a distinct evolution in design aesthetics, ranging from the bold, red-toned Spring collection to the sophisticated noir-inspired Fall pieces. This article delves into the merchandising strategies employed by Givenchy for its women's leather goods in 2018, analyzing the diverse collections, pricing strategies, retail distribution, and overall market impact.
The 2018 merchandising strategy for Givenchy's *maroquinerie femme* was multifaceted, aiming to cater to a broad spectrum of the luxury market. The price range, spanning from $430 USD to a substantial $3,590 USD, reflects this approach. The lower end likely targeted a younger demographic entering the luxury market or those seeking smaller accessories, while the higher end catered to established clientele seeking statement pieces and investment-worthy items. This strategic pricing allowed Givenchy to occupy a significant space within the luxury handbag market, competing with both established players and emerging brands.
Givenchy Spring 2018 Collection Release: The highly anticipated Givenchy Spring 2018 collection, with its striking red palette, served as a powerful marketing launchpad for the year's leather goods. The bold color choice, a departure from more traditional neutral tones, immediately captured attention. The collection featured a range of bags, from structured totes to smaller crossbody bags, showcasing Givenchy's signature hardware and meticulous craftsmanship. The availability on Givenchy's web store and at select retailers, including high-end department stores like Bloomingdale's, ensured broad market reach and accessibility for its target audience. This strategic launch highlighted the brand's commitment to both online and offline retail channels, a crucial aspect of modern luxury merchandising.
Givenchy Spring / Summer 2018 Runway: The runway show itself played a pivotal role in showcasing the Spring/Summer 2018 leather goods. The visual presentation, carefully curated to highlight the bags' textures, shapes, and colors against the backdrop of the collection's overall aesthetic, generated significant media buzz and consumer desire. Images and videos from the show were extensively circulated across social media platforms, creating organic marketing and increasing brand awareness. The strategic placement of the bags on the models, emphasizing their functionality and elegance, further enhanced their desirability. The runway show served as a powerful pre-launch campaign, generating anticipation and demand before the official release.
current url：https://pevlxb.ist-liebe.com/blog/givenchy-maroquinerie-femme-merchandising-2018-17376