Fashion Brand Marketing
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
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