Brand and Fashion assignment 2
“Positioning is the act of designing the company’s offering and image so that they occupy a meaningful and distinct competitive position in the target customer’s minds.”(Kotler, 1997.) Lulu Guinness is an accessory designer, successful for creating a brand which produces exquisite witty handbags and a range of collections, such as umbrella, sock, hosiery, scarves and sunglasses. The brand has a strong reputation for expressing “true British glamour and spirit”, (Fulton, 2008). Lulu Guinness’s success started in 1989, when she designed her first handbag, for sale in a number of exclusive stores in London such as Liberty’s and Joseph. This early success prompted the beginning of her career, which heavily relies on wisdom combined with wittiness and quirkiness implemented in a distinctly kitsch and feminine way. Lulu's strong personal style and her original ideas have played a large part in her success with her design inspiration springing partly from retro glamour and partly from modern chic. Lulu Guinness’s brand appeals to a broad age range of individuals, from school girl to granny, and from punk to posh debutante. Their target market is likely to be creative individuals, who have confidence in themselves and their appearance. They will also be likely to enjoy drawing attention and taking risks from the way they look and the things that they wear. These consumers tend to carefully choose the clothing and accessories that they buy. Their accessories and clothing can often reflect their personalities and they like to express themselves in bold, brass ways. “Dare to be different”- Lulu Guinness. Wild praise in the fashion media paved the way for Lulu Guinness shops in London, New York and Tokyo. Her unique creations are also sold in department and specialty stores worldwide, including Harrods, Selfridges and Fortnum and Mason in the UK. Also, Brown Thomas in Ireland and Lane Crawford in Hong Kong....
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