Givenchy’s past positioning in the market

This is my tutorial feedback, there are some tips of my final project, the title I have not decided so you can write it.
AAll of us know Givenchy has changed its design style. So please use visual analysis to find out the change Givenchy has made, in other words, Givenchy reposition

itself to adapt to the global marketing. And please focus on Demonstrating Givenchy’s past positioning in the market, where they are now? What are Givenchy’s issues?

How can they improve? How can they positioned in the high-end luxury ready-to-wear market?
Some useful detail:
?   What you intend to do
?   How you intend to do it
?   It is a map of your research journey
?   Is detailed
?   Is complex
?   About 500 words
?   Is in paragraph form
Introduction:
?   What is interesting to you about this
?   What you chose this material
?   How you decided what journey to take         To answer some question: The reason I choose Givenchy is I love
?   How your question is unique                          its design and style.
?   How it relates to industry
?   Explains Aims and Objectives
?   What you think you will find
?   Is detailed
?   Is subjective
?   Has background information in it
?   Has references
?   750 words
?   Is in Paragraph form
Literature review:
?   What secondary peer-reviewed sources are you using
?   Why you chose this material
?   How you chose them
?   How they relate to your question
?   What Theories, References and Models it reveals
?   Is detailed
?   Is subjective
?   Has background information in it
?   Has references
?   2000 words
?   Is in Outline form
Methodology:
?   How did you conduct your Research
?   What Methodology
?   What Methods
?   What Triangulation
?   How did you Design the Research
?   Synthesized and Referenced
?   Why it was necessary for your ideas
?   How it evidenced your work
?   How you maintained the integrity of the Research
?   Is detailed
?   Is complex
?   2000 words
?   Is in Paragraph form
Finding and discussion
?   What did you find
?   How did you Evidence it
?   What it showed
?   Synthesized and Referenced
?   Why it was necessary for your ideas
?   How it evidenced your work
?   How you maintained the integrity of the Discussion
?   Is detailed
?   Is complex
?   About 2000 words
Is in Paragraph form
Limitations and conclusions:
?   What did you say you would do
?   Did you do it
?   All of it
?   What went wrong
?   What needs further research
?   What could you not achieve and why
?   Synthesized and Referenced
?   What was good about it
?   How it taught you and skilled you
?   How you maintained the integrity of the Discussion and considered bias
?   Is detailed
?   Is subjective
?   About 750 words
?   Is in Paragraph form

You can write down the Literature review and Methodology at first, because maybe I will use it in recently days. Thanks
Literature review part: You can use some images, Givenchy’s background or some other useful information.
Methodology: Focus on use visual analysis and case study.
To be more specific, the flow chart of this research is 1.compare past and present (or advertising, spokesperson, designer, style, collection, position); 2. Find out

the issue Givenchy has. 3.How can they improve (compare with other similar position brands like Yves saint Laurent, Balenciaga to find out what they can do) 4. How can

they positioned in high-end ready –to –wear market. (you can also compare with other similar brand: Yves saint Laurent, Balenciaga)

All of these words is my suggestion, if you have any questions you can ask me, I will send it to my supervisor. Thanks a lot

Module Code ARTD 6081Module Name Final Project Student ID26229498Student NameShen,QizheEmailqs5e13Pathway3718 MA Design: Fash ManagementSupervisorNathaniel Dafydd

Beard (from 12th June 2014)
DateCommentsActions30/04/2014Had three topic ideas to begin with. Settled on investigating Givenchy’s use of ‘street’ design influences because this was the one he was

most interested in. “expensive but not luxury” What is it G are trying to achieve through changing design ideas?1/ read up on: target customer; brand identity & image;

consumer needs; continuity of identity & image. This is to…
2/ Focus topic on whatever is most interesting.
3/ build research questions around this.
4/ deicde methods
5/ look at LVMH company reports.12th June 2014 Qizhe’s current working title:

Proposal of Final Project: Is it successful for Givenchy repositioning itself?

Qizhe’s focus is on the brand Givenchy and we discussed the different elements of the brand he needs to do research on to determine their brand position and how their

repositioning has developed.

E.G.:

Developing research – the changing strategy/repositioning –

Visual anaylsis of the collections – brief overview to see if you can ascertain how the company has repositioned in terms of product/collections

Advertising campaigns – how have these changed? (style of photography, fonts, models used, which photographer shot the campaign?)

Stores – (info to be found in newspaper/ magazines articles e.g. Frame

Also should refer to and research relevant articles in the fashion press related to Givenchy – glossy magazines (Vogue, Harper’s Bazaar), newspapers (FT, Times/Sunday

Times, Guardian, IHT/New York Times, Wall Street Journal)
Plus also company information on Givenchy from company website and also contacting the press officers in London/Paris for press releases/media packs

Qizhe seemed rather confused about who Givenchy’s competitors are in the market (he suggested Versace) and we talked over other potential, more relevant competitors

e.g. Balenciaga, Lanvin, Balmain etc. and also how he should develop a series of positioning maps that could be used to explain Givenchy’s past, current (and perhaps)

future positioning

We talked about the development of his Literature Review/Topics:

Givenchy – – key information – current creative director, luxury fashion brands and positioning/re-positioning strategies, brand identity, socio-political viewpoint –

new opportunities for Givenchy (new markets? ) – competition from other brands (who is similar to Givenchy?) – customer, shopping/consumption habits

Methodology

Qizhe wants to develop a questionnaire as part of his research methology, yet in discussion I questioned the practicalities of interviewing customers in dept stores

where Givenchy has its products located in London. Could this be conducted online? Also what kind of information does Qizhe want to gather in order to answer his

research question?
Rewrite/rephrase research question

Further more detailed research into Givenchy – e.g. about the company – contact press office in London and Paris

Develop series of positing maps demonstrating Givenchy’s past positioning in the market, where they are now, and (possibly) where they want to be

Reconsider the role and practicalities of developing a questionnaire – is this really a necessary part of the research? Or is another kind of methodology more

suitable? 13th June 2014
Student’s summary of 1st Tutorial

Today’s feedback from QizheShen.

Today, I have a short meeting with my supervisor Mr. Beard. Before this meeting, I am still confused about my Ergo form. Because Mr. Adam just give me some

suggestions.
In this meeting, first we talk about the brief of my final project. Then, Mr. Beard help me to check my questionnaire form. We have find out a big problem soon. The

problem is Givenchy did not have its own store in UK, so I need to do research in department store. It means I need to get the permission to do my research. Therefore,

it is a little difficult for conduct questionnaire in department store and the question in the questionnaire form is also difficult to design well. Finally, I prefer

to choose use more secondary resources.
The title have to change it with other words. Simply, it is more specific. The research should focus on a part of Givenchy’s recently changes. We have listed several

parts which I can do. I prefer to do more research on Givenchy’s collection.
At last, Mr Beard help and inspire me to check which resources I need to find.
After this meeting, some problems have been solved. Thx for Mr. Beard.
Yours Sincerely,
QizheShen
10th July 2014 Qizhe’s current research questions/title

Does Givenchy achieve success by repositioning itself in a global market – A visual analysis of how Givenchy changing its strategy in the part of its collection

What is the focus of the research question?

Methodology – visual analysis – literature on what this is – Qizhe can develop his methodology to include a visual analysis of the collections and advertising of

Givenchy

Qizhe still needs to research into the background info on Givenchy

Literature review – sources such as annual reports, website – needs to be developed

Questions to consider and research into:

What are Givenchy’s issues? How can they improve? How can they positioned in the high-end luxury ready-to-wear market?

Next Steps.

Develop literature review – make use of sources such as

WGSN, Business Of Fashion, FT, Times, NYT/IHT, Drapers, books, academic journals etc.

Obtain information from Givenchy’s press office about the brand – press releases, photos etc.

Write upMethodology – with reference to relevant sources e.g. books etc.

List of Givenchy’s competitors – develop positioning maps to demonstrate this. 12th July 2014 Student’s Response to 2nd Tutorial:

Sorry to write the feedback too late because I did not feel well after the tutorial.

In first tutorial, Mr Beard help me to point out what should I do with my topic. This week, we have the 2nd tutorial. In this tutorial, I ask Mr. Beard see if he can

give me more recommendation of my title. In addition, I also find it is really hard to find useful academic sources. Mr. Beard suggest me to read more and more

magazines like Vogue, French Times and Drapper. Mr. Beard also advise me to find out the competitor of Givenchy. Choose 2 or 3 brands to compare with Givenchy and

think about the question: what issue does Givenchy has, Givenchy’s position now and the past and what can Givenchy go next. Generally, Mr. Beard noticed some tips and

I should focus on how to find high quality sources. In the rest of the period, I will try my best to get more information about Givenchy.

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