iceberg
DESCRIPTION
Iceberg is an Italian Luxury Apparel Brand...Here it is the brief analysis of its history,4P,SWOT analysis,STP....TRANSCRIPT
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ICEBERG
An Italian Luxury Brand
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AGENDABrand HistoryThe LookConcept of Brand NameArt of PopularityAdvertisement Campaign4PSWOT AnalysisSTPCollections
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BRAND HISTORY 1962
Gilmar group by Silvano Gerani & Marchini1974
Launching of brand-ICEBERG
Idea:not simply sportswear but fashionable knit sportswearMen’s wear-knitted coat with unusual colours, Andy warhol’s Pop Art
19761st collection for women
1987Strengthened its distribution in Japan-multinational Toyata
1989Inaugrated its 1st boutique in Milan
1991 Opened a new showroom in New York.
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1992New leather wear-entirely self producedWide range of accessories signed ICEBERG
1995First fashion show Autumn/Winter 1995-96 Collection for women was held in MilanFirst ICEBERG eyewear collection was launched in the marketCreation of ICEBERG Jeans for men and women
1998ICEBERG's first fashion show Fall/Winter 1998-’99 Collection for men
2003A new license agreement - the new collection ICEBERG for children was launched from autumn/winter 2003/04
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CONCEPT OF BRAND NAME:Iceberg-fashion house’s international vision beyond borders
ART OF POPULARITY:Handshake with Formula One Boss Bernie Ecclestone.
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ADVERTISEMENT CAMPAIGNGallery of Brand Ambassadors– Andy Warhol– Carla Fracci– Vivienne Westwood– Luciano Benettona– Franco
Fashion Personalities
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THE LOOK
• modern and urban• sporty • Ironic, clourful & sexy• imaginary world of cartoons, embroidery and
prints.
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4P
PROMOTION
• Pamela Anderson• Paris Hilton• Mischa Barton• David Beckham• Teri Hatcher• Lil'Kim
PLACE
• Italy• London• Paris• Moscow• Russia• Saudi Arabia• Ukraine• Dubai
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4P
PRODUCTS
• Apparel• Eyeglasses• Watches• Perfume• Water• Leather goods• Footwear• Scarves
PRICE
• High cost• Luxurious
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SWOT ANALYSIS
OPPORTUNITIES
Online expansion & promotionGreat opportunities in developing countries like India
ICEBERG
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STP
•Young customers looking for unique styles, chic and more fashionableSegment
•Upper Urban youthsTarget Group
•very stylish in its own unforgettable wayPositioning
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labels
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Awards
• Giulianan Marchini-"services to industry" by the President of the Italian Republic in 1994.
• She was the 14th woman ever to receive the honour in the history of the Republic.
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collections
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REFERENCES
• www.iceberg.com/• en.wikipedia.org/wiki/Iceberg_(fashion_house)
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Thank U