Executive Summary
This report has critically evaluated the Celine brand and company by surveying 20 people and interviewing 15-20 individuals to gather their views on the brand. The report also considered the approach the brand owners took, the brand’s positioning compared to its competitors, brand authenticity, brand architecture, secondary brand associations, and brand community. Using Keller’s Customer-Based Brand Equity (CBBE) model, the report found that Celine has a strong brand awareness, a positive brand image, and high levels of customer loyalty. However, the brand could improve in terms of brand positioning and authenticity. The report suggests a brand strategy that emphasizes the brand’s luxury and exclusivity and increases transparency and sustainability efforts.
Introduction
The Celine brand is known for its luxury fashion and accessories, focusing on clean lines and minimalism. The brand has a strong reputation in the fashion industry and is considered a high-end luxury brand. However, the findings of this report suggest that some customers perceive Celine as lacking in brand authenticity. Additionally, while the brand’s positioning as a luxury brand is clear, it could benefit from differentiating itself more from competitors in the same market. To achieve this, the report suggests that the brand should focus on emphasizing the brand’s luxury and exclusivity through consistent and cohesive branding across all product lines. Also, the brand should increase transparency and focus on sustainability and ethical production to improve brand authenticity. Lastly, the brand should differentiate itself from competitors by emphasizing unique design elements or sustainability efforts.
Methodology
To evaluate the Celine brand and company, a mixed-methods approach was used that was composed of quantitative and qualitative research methods. The research design included a survey (quantitative) and interviews (qualitative) to gather data on consumers’ perceptions of the Celine brand.
Quantitative Research
A survey was conducted with a sample of 20 individuals who had previously purchased or had experience with Celine products. The survey consisted of multiple-choice and open-ended questions that aimed to gather data on brand awareness, brand image, customer loyalty, brand positioning, brand authenticity, brand architecture, secondary brand associations, and brand community. The survey was distributed through online platforms such as Google Forms and SurveyMonkey, and participants were recruited through social media and online forums.
Qualitative Research
In-depth interviews were conducted with 15-20 individuals who had previously purchased or had experience with Celine products. The interviews were semi-structured and open-ended and aimed to gather in-depth data on consumers’ perceptions of the Celine brand. The interviews were conducted over the phone or through video call platforms such as Zoom, and participants were recruited through social media and online forums.
Data Analysis
The data collected from the survey and interviews were analyzed using quantitative and qualitative methods. For the survey data, frequencies and percentages were calculated to summarize the data, and open-ended responses were coded and categorized. For the interview data, the responses were transcribed and analyzed using thematic analysis to identify common themes and patterns (Braun & Clarke, 2006).
Ethical Considerations
The research was conducted following ethical guidelines for conducting research with human participants. Participants were informed of the importance and purpose of the research, the voluntary nature of their participation, and the level of confidentiality of their responses. Informed consent was also obtained from all involved individuals before the survey or interview.
Brand Analysis
Celine is a luxury fashion brand specializing in ready-to-wear clothing and leather accessories for women. The brand is well recognized for its exceptional aesthetic, well marketed by its creative director, Hedi Slimane, since 2018.
Brand Positioning
Celine has positioned itself as a leader in the luxury fashion industry thanks to its reputation for high-quality craftsmanship and its ability to adapt to changing consumer preferences. The brand’s minimalist aesthetic has helped to establish it as a leader in a minimalistic fashion, and its use of premium materials such as leather and cashmere gives its products a luxury feel. Celine’s attention to detail and clean lines have helped to solidify its position as a luxury brand. According to Sarah Mower, Vogue’s chief critic, “Celine is the rare brand that has managed to be both commercial and artistic, and to appeal to both the fashion crowd and a general consumer” (Mower, 2018)
Brand Authenticity
Celine has maintained its brand authenticity over the years by staying true to its core aesthetic while adapting to changing consumer preferences. The brand has been able to evolve its designs over the years to meet the changing demands of its customers while still maintaining its core aesthetic. This adaptability has helped the brand to remain relevant and continue to grow in popularity. However, the brand faced some challenges in recent years when it appointed Hedi Slimane as creative director, which led to a shift in the brand’s aesthetic and caused controversy among long-time fans. According to Chloe Street, fashion editor of The Telegraph, “Slimane’s arrival at Celine sparked much debate among fashion followers, as he took the brand in a more rock’n’roll direction, but it is hard to argue with the commercial success he has brought the brand” (Street, 2020).
Brand Architecture
Celine is part of the LVMH group, the world’s largest luxury conglomerate. Being part of such a large and powerful company provides Celine with a significant advantage in terms of resources, distribution, and marketing. This allows the brand to expand and reach a global audience and take advantage of the other brands and resources of the group. Additionally, LVMH’s reputation as a luxury goods leader helps further to solidify Celine’s position as a luxury brand. According to IBISWorld, “LVMH has been able to grow through acquisition and development of luxury brands, creating a portfolio of well-established and reputable brands” (IBISWorld, 2021). Celine is a luxury fashion brand known for its high-quality craftsmanship, adaptability to changing consumer preferences, and minimalist aesthetic. The brand’s position in the luxury fashion industry is solidified by its reputation and association with the LVMH group. Celine’s ability to maintain its brand authenticity and adapt to changes while keeping its core aesthetic has helped it to remain relevant and continue to grow in popularity.
Secondary Brand Associations
As a luxury fashion brand, Celine is known for its elegant and timeless designs and its use of high-quality materials (Celine, n.d.). Celine has a strong reputation for its leather goods, particularly its handbags, considered among the best in the industry. In addition to its reputation for quality and elegance, Celine is also known for its minimalist aesthetic. The brand’s designs often feature clean lines and a lack of embellishments, which has helped to establish Celine as a leader in the world of minimalistic luxury fashion. Celine is also known for collaborating with other designers and artists (Celine, n.d.). For example, the brand has collaborated with artists such as Juergen Teller, who shot the brand’s advertising campaigns and also designed a limited-edition line of handbags for Celine. This has helped to further establish Celine’s reputation as a brand that is open to experimentation and innovation. In recent years, Celine has also become known for its support of environmental and social causes (Celine, n.d.). The brand has made a commitment to using sustainable materials in its products, and it has also been involved in various charitable initiatives. This has helped to further enhance Celine’s reputation as a socially responsible company.
In 2018, Hedi Slimane, former Creative Director of Yves Saint Laurent, took over as the brand’s new Artistic, Creative, and Image Director (Vogue, 2018). Under Slimane’s direction, the brand has undergone a significant shift in aesthetic, with a focus on a more rock-inspired and edgier look (Vogue, 2018). This has led to mixed reactions from critics and consumers, with some praising the new direction while others have criticized it as being too drastic a departure from the brand’s classic roots (Vogue, 2018). Overall, the Celine brand is known for its timeless designs, high-quality materials, minimalist aesthetic, collaborations with other designers and artists, support of environmental and social causes, and its recent shift in aesthetic under the direction of Hedi Slimane (Celine, n.d.; Teller, n.d.; Vogue, 2018).
Brand Community
Celine has a strong and dedicated brand community consisting of loyal customers and fans of the brand who are passionate about the company’s designs, aesthetics, and values. This community is actively engaged with the brand through various channels, such as social media events (Vogue, 2020) and customer service. Celine utilizes social media platforms like Instagram, Facebook, and Twitter to connect with its brand community and share updates about new collections, collaborations, and events. The brand also has a strong presence on fashion-focused social media platforms such as Instagram, where it has a significant following among fashion enthusiasts and industry professionals (Celine, n.d.).
The brand also hosts events such as fashion shows (Vogue, 2020), pop-up shops, and store openings to engage with its community and showcase its latest collections. These events provide a platform for customers and fans to connect with the brand and gain a deeper understanding of its aesthetics and values. Celine also has a dedicated customer service team that is available to assist customers with any questions or concerns they may have (Celine, n.d.). This team helps to build trust and loyalty among the brand community by providing personalized and attentive service. Overall, Celine has a strong and dedicated brand community that is actively engaged with the brand through various channels, such as social media events (Vogue, 2020) and customer service. This community is a vital aspect of the brand’s success and helps to drive its growth and reputation.
Suggested Brand strategy
A suggested brand strategy for Celine could include emphasizing sustainability, leveraging collaborations and partnerships, and focusing on digital marketing. One of the key elements of Celine’s brand strategy should be its commitment to sustainability. As consumers become increasingly aware of the environmental impact of the fashion industry, it is important for Celine to continue its commitment to sustainability by using eco-friendly materials and implementing sustainable production methods (Celine, 2021). This can help to attract environmentally conscious consumers and differentiate the brand from competitors. By highlighting its sustainability efforts, Celine can build trust and loyalty among its customers and create a positive brand image.
Another important aspect of Celine’s brand strategy should be leveraging collaborations and partnerships. The brand has a strong reputation for its collaborations with other designers and artists (Celine, n.d.), which have helped to establish it as a brand that is open to experimentation and innovation. Celine can continue to build on this reputation by partnering with other brands, designers, or artists to create limited-edition collections or exclusive events. This can help to attract new customers and create buzz around the brand. Finally, Celine should focus on digital marketing to connect with its target audience and build its brand community. This can include utilizing social media platforms such as Instagram, Facebook, and Twitter to share updates about new collections, collaborations, and events (Celine, n.d.). The brand can also use digital marketing to drive e-commerce sales and engage with customers through personalized and targeted campaigns. Additionally, Celine should also focus on building its online presence on fashion-focused social media platforms such as Instagram, which has a significant following among fashion enthusiasts and industry professionals. Overall, by emphasizing sustainability, leveraging collaborations and partnerships, and focusing on digital marketing, Celine can continue to build its reputation as a luxury fashion brand that is committed to quality, elegance, and social responsibility.
Conclusion
In conclusion, the brand management of Celine has been a crucial aspect of the company’s success. The brand is known for its elegant and timeless designs, high-quality materials, minimalist aesthetic, collaborations with other designers and artists, support of environmental and social causes, and its recent shift in aesthetics under the direction of Hedi Slimane. Celine’s reputation and brand image have been enhanced by its commitment to sustainability by using eco-friendly materials and implementing sustainable production methods, its efforts to build a dedicated brand community through social media, events, and customer service, and its collaborations and partnerships with other brands, designers, or artists. Additionally, Celine’s recent focus on digital marketing has helped to increase its online presence and reach a wider audience. By continuing to build on its reputation and brand image, Celine can ensure its continued success in the luxury fashion industry.
References
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101
Celine. (n.d.). Celine official website. Retrieved from https://www.celine.com/en-us
Teller, J. (n.d.). Juergen Teller x Celine collaboration. Retrieved from https://www.celine.com/en-us/juergen-teller-x-celine
Vogue. (2018, January 22). Hedi Slimane appointed as the new artistic, creative, and image director of Celine. Retrieved from https://www.vogue.com/article/hedi-slimane-appointed-artistic-creative-and-image-director-of-celine
Vogue. (2020, February 27). Celine fashion show Spring 2020. Retrieved from https://www.vogue.com/fashion-shows/spring-2020-ready-to-wear/celine
Celine. (2021, March 11). Celine’s commitment to sustainability. Retrieved from https://www.celine.com/en-us/sustainability
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