Presentaci

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Management of Fashion and Design Companies
Ana Muñoz Marta Bermúdez Antonio Frau José Luis Gutiérrez Enrique Lacalle Rocio Martínez
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History

• Two brothers, Custodio and David Dalmau.
• Were born in Tremp (Spain).
• Both studied creative degrees.
• Custodio ? Architecture
• David ? Art
• The two of them grew up in Barcelona. This
  provided them with an Urban influence.
• During their University period they traveled
  around The States, which influenced them with the
  surfers culture of South California.

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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History

• After doing The Americas they returned to Spain
  and started the business without a brand
• Creative t-shirts with a personal and individual
  design.
• During the 80s they worked on t-shirts for men.
  In the 90s launched t-shirts for women line.
• In March 1996 create the brand, Custo-Barcelona
  and start to sell t-shirts in prestigious stores
  around U.S.
• Famous actors of Hollywood wear Custo t-shirts
  (marketing strategy)
• In 1997 they presented their First collection in
  the New York Fashion Week
• The customania gets started.

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Time-Line
Create and sell t-shirts, back in Europe
American influence

• Creative studies

• Two brothers grown in Barcelona

• Experience the West Coast American life-style.
• Back to Europe.

• In the80s Started creating men t-shirts.

• 90s create the women line.

• 1996 launched the brand.
• U.S. market

• 1997 First show. New York Fashion Week

Today Custo is a well-known brand sold in more
than 50 countries in the five continents and owns
more than 15 own-brand stores.
HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Heritage

• History Spanish designer of innovative and
  creative casual outfit.
• Know-How technique of sewing prints.
• Celebrities and VIPs as promoters, marketing
  strategy. Hollywood actors such as Julia Roberts,
  Brad Pitt, Penelope Cruz.
• Lifestyle vs. country of origin creativity and
  individuality of Barcelona urban style.

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANAYSIS CONCLUSION
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Brand Identity
CONTEMPORANY, FASHION, TREND BREAKER
Since 1996, fast evolution of innovative fabrics
and designs
DISTINCTIVE GLAM
Began with selective multibrand stores. Nowadays
are shifting to the own-brand stores retailing
strategy (brand identity) .
HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Brand Identity

• Distinctive Glam
• Defines itself as avanguarde.
• Does not follow tendencies.
• Offers glamour to casual clothing combined with
  original design.
• Alternative trends to define yourself as
  different, fashionable.
• Targeted to people bored of social conventional
  style.
• High purchasing power customer profile.

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Brand Identity

• Stylistic identity
• Transforms casual wear and complements into
  alternative, original and distinctive.
• Colorful and original designed products.
• Innovative.

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Brand Identity

• Stylistic identity (description)
• Materials cotton, silk, wool, cheviot,
  cachemire.
• Forms nature environment motives, several icons,
  persons iconography (Jordi Labanda designs).
• Colorful, high intensity and bright colors.
• Products t-shirts (pivot product), men womens
  wear and accessories.

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Brand Identity

• Retail identity
• Uses a minimalist, simply modern distribution in
  both, multibrand and own-brand stores.
• Innovative decoration.
• 15 flagship stores all over the world.
• First Flagship store Barcelona opened in 2001.
  50 m2. Contrast between cold and warm
  materials, green ceramic material and cube shaped
  shelves, mixture of sensations. The outside is
  formed of a unique window.
• Custo in Italy one store in Rome and Perugia and
  two in Milan.

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Brand Identity

• Retail identity
• From multi-brand stores is moving towards
  own-brand stores.
• Positions its products
• in well-known stores.

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Brand Identity

• Communication identity
• Present a young image.
• Provocative, apart from conventional style.
• Offers uniqueness, different to the rest.
• Urban style, modern, functional.
• Publicity and Public Relations
• Chrysler PT Cruiser design
• Barbie (45th anniversary)
• Celebrities

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Brand line extension

• Custo follows a Brand and line extension instead
  of Launching a new brand for new product
  categories.
• Why?
• Custo brand is under a growth and consolidation
  process.
• Less risky.
• Lower cost associated.

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Brand extension

• 1980s men t-shirts is the only product.
• 1990s Launch women t-shirts line.
• 1996 Custo is created.
• 1997 First fashion collection (New York Fashion
  Week)
• Nowadays Custo has extended its brand
• Creation of new product categories under Custos
  brand.
• More than 500 articles per collection (1997- just
  50)
• Men and women fashion lines
• Clothing shirts, coats, jackets, dresses,
  skirts, pants, sweaters, swim suits
• Accessories Handbags and shoes
• But T-shirts still represents a 60 of its income

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Line extension

• New market segments
• 1980s ? Just men's wear
• 1990s ? Women's wear
• New distribution channel
• 1980s and 1990s ? Multi-brand stores
• 2000 ? Empowerment of own brand stores
• Objectives
• Access more directly to costumers
• Offer them the complete Custos collection
• Brand identity

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Growth Strategy

• Non equity agreements
• First expansion strategy North American
  multi-brand stores to worldwide multi-brand
  stores
• Presence in prestigious stores such as Sacks or
  Henri Bendel
• Design agreements
• Majorica (Accessories)
• Juan Antonio López (Shoes)
• Internal Growth
• 2.000 ? Change of strategy Empowerment of owned
  stores
• Presence in the main international cities
• Present in more than 50 countries
• 85 of its income comes from international
  markets
• Currently ? Important investments in developing
  countries (Latin America an Asia)

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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SWOT ANALYSIS
STRENTGHS Architecture, Art and Design knowledge. Success in USA - NY Fashion Week - Celebrities Distinctive product. Differentiation. Continuous innovation. Know-How in stamping techniques and graphic effects. Recognition and Awards (Magazines, Kore). Stores location. WEAKNESSES Easy to copy Custo T-shirts perception. Rely on initial product concept. Young brand. Not consolidated in the market. Large net of distributors. Very diversified selling points, lose of control.
OPORTUNITIES Consolidation and Development of line extension. Launching new product categories. Expand in emerging markets ( Asia, South America). Improve Brand Image an awareness by opening more Flagship stores. Prone to sophistication, giving more added value. THREATS Increase of legal and illegal copies of Custo style. Former Shut up of stores and current legal trials. Become monotonous or repetitive. Emerging and successful company threaten by acquisitions trend. Operating in a very competitive market. Slow brand changing strategy in a fast pace changing market environment.
HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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CONCLUSION

• CUSTO, ALTHOUGH YOUNG, HAS SUCEEDED IN BEING
  RECOGNIZED AS AN INTERNATIONAL FASHION COMPANY,
  AND STILL HAS INTERNAL FORCES TO OBTAIN A VALUE
  BRAND IDENTITY

HISTORY HERITAGE BRAND IDENTITY BRANDLINE EXTENSION GROWTH SWOT ANALYSIS CONCLUSION
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Any question?