Understanding the Company - Agnes B

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MARKETING FOR DESIGNERS
-Understanding the Company
Written by: Crystal Ham (Suet Mui) 1004273G

 

Understanding the Company – Part 1

COMPANY PROFILE
The company I have selected is The Agnès b Group. It was founded in Paris, French by Agnès Andrée Marguerite Troublé in 1975. Since then, the designer has been offering fashions that match and reflect the spirit of the age, a wardrobe that adapts to every personality and can be worn for a very long time. Agnès b designs all these lines herself, without counting the collections of watches, jewelries, accessories and glasses. Since the company started, it has opened more than a hundred shops throughout the world. FIRST STORE OPENS She opened her first store in an old butcher’s store in les Halles, the Central Market of the city. In this store, she sold an eclectic mix of work clothes and basics that she dyed or redesigned, mixed with her own designs. Agnès b started designing menswear in 1981 after observing men appropriate clothes designed for women. Agnes b collections include men, women and children's wear, sporting and athletic wear and a maternity line. Agnes b. is more then just clothing, it has other lines include shoes, bags watches and eyewear and has created a cosmetic and beauty line especially for L'Oréal. Agnès b also sponsors contemporary art to foster creative industries. It has a modern art magazine, “La Galerie du Jour” art galleries and libraries, and even a film production company called Love Streams Production. “j'aime la musique” and “j'aime le cinéma” are also big part of the company culture.

Agnès b is elusive and understated, its logo is simple six little hand-drawn letters with a full stop - a signature that manages to feel small and cute. I think that many corporations tend to use a graphic treatment that causes the brand to appear to be talking at the customer. This has the effect of telling consumers what the company does, espousing its virtues ad infinitum and spending an...
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