Fashion Brand Marketing

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Introduction

BULGARI, Italy’s exclusive Rome-based jeweller, has shown a meteoric growth since its inception in 1884, expanding from one store to become an international company. Bulgari S.p.A. is the parent company and the owner of the BVLGARI brand: it performs coordination activities in the areas of product development, marketing, finance, information systems and management of human resources of the Bulgari Group.

This report seeks out to analyse the various branding policies of BULGARI from both a strategic and tactical perspective in terms of adaptation versus standardisation. It will discuss in detail the various theories of globalisation followed by the brand with main focus on Theodore Levitt’s theory of globalisation and how this theory is relevant to the BULGARI brand. Also, we would look into the different new approaches to strategic fashion marketing that might be possibly implemented into the brand.

This project is organised in six chapters spread across various topics right from the heritage of the brand to its expansion, diversification and other strategies.

The first chapter gives a brief overview of the history of BULGARI. It also describes the rich heritage of the brand and the various standards of quality that the brand maintains in order to meet excellence. Along with, the chapter will also look into the wide product mix that the brand offers and its marketing strategy for the same.The chapter talks about the globalisation and standardisation of BULGARI. It will also discuss how and why did the brand globalise and to what extent was it successful in doing so.

The third chapter introduces the concept of sustainability and also looks at the sustainability of Corporate Social Responsibility maintained by BULGARI. Taking this further, the ethical commitment of the brand and its philanthropy in the global CSR concept will also be discussed.

The final chapter will evaluate the brand and also provide important recommendations and possible new ways of direction for BULGARI towards a more responsible and ethical attitude.

BULGARI- Exceptional Quality, Exceptional Brand

A journey through life of the brand: History, Heritage, Growth & Expansion Through 13 glorious decades.

‘’ Based in Rome since 1884, BULGARI has been creating renowned fine jewellery. Today it is a global and diversified luxury brand with a product and service portfolio of jewels, watches, accessories, fragrances, skincare, hotels & resorts featuring exceptional quality, an innovative style and impeccable service.’’

About the Brand:

BULGARI is one of the global players in the luxury market. Bulgari S.p.A. is the parent company and the owner of the BVLGARI brand. It performs coordination activities in the areas of product development, marketing, finance, information systems and management of human resources of the Bulgari Group.

It operates in the world with:
• 41 Companies in 24 countries*
• 3,815 employees*
• A qualified and international distribution network of 295 stores, of which 174 are owned, operating through the travel retail and domestic channel and located in the most exclusive shopping areas in the world.

History and Heritage:

Bulgari (Italian pronunciation is an Italian jeweler and luxury goods retailer of Greek descent, which has been owned by the French firm LVMH since October 2011. Company founder Sotirio Boulgaris was born in 1857, the lone heir to an apparently long line of itinerant Greek silversmiths. Belonging to a family of silversmiths, Sotirio started his journey into the jewellery world by making silverware. Sotirios Boulgaris began his career as a jeweller in his home village Paramythia (Epirus, Greece), where his first store is still to be seen. In 1877 he left for Corfu and then Naples. In 1881 he finally moved to Rome, where in 1884 he founded his company and opened his second shop in via Sistina. The current flagship store in via dei...
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