Enchante is a brand rooted in the centuries-old notions of a classic style. One true quality that classic films, literature, art, and fashion share is quality. Thus, the primary objective of the Enchante team is to ensure that all the collections are timeless. This means that in opposition to popular fashions and trendy silhouettes, Enchante will offer a glimpse into the past as well as a path to the future. The goal is to create garments, which one can return to again and again simply because of their quality and signature style. However, it is also important to acknowledge that classic does not mean dull. Indeed, it is the greatest challenge for a designer to rethink and modernize classic silhouettes and symbols. The perfect example is Karl Lagerfeld’s time at the house of Chanel. He has undoubtedly remained loyal to Chanel’s legacy yet tried to re-imagine iconic pieces. Lagerfeld has rereleased original designs as a part of exclusive collections and limited edition offers (Hays, 2017). In addition, he has incorporated the timeless Chanel tweed in many variations, including funky mini-skirts in the 1990s and avant-garde beaded suits in the 2010s.
Regarding the characteristics of the classic style, there are many. For example, impeccable tailoring, clean silhouettes, a neutral color palette, minimalism in accessorizing, and simple patterns are some of the primary traits. The classic style requires a focus on the quality of construction and materials, as well as only a small number of accents in an outfit. Enchante functions on the idea of women putting a lot of value in their garments, which they will keep and cherish for a long time. Thus, purchasing a piece is more of an investment than a thoughtless expense. An Enchante woman does not need to announce her presence with trendy, attention-grabbing, flashy clothes. She values practicality, which is why the collections are on the brink of being either casual or formal. Being comfortable is a priority, especially for someone trying to balance personal and work lives. Enchante is all about the classic style as a vessel for wearing elegant yet practical clothing and feeling empowered.
Apart from the aforementioned explanation, it is also crucial to note that Enchante fully embraces the avant-garde movement in fashion. Therefore, the designer has a specific aesthetic vision in mind when crafting a collection. Enchante supports the pervasive adoration for volume and grandiosity within the scant-grade community. Although the garments are timeless and comfortable to wear, they are also full of deeper meanings. About the brand’s incorporation of varied textures, unconventional materials, and sculptural clothing, it is safe to assume that it is partially an avant-garde creation. Avant-garde is undeniably conceptual and unique, which stems from designers having the freedom to express their perspectives. Some fashion houses known for their avant-garde experiments include Comme des Garçons, Yohji Yamamoto, and Rick Owens. However, Iris van Herpen remains the most prominent influence on Enchante.
Just like Iris van Herpen, Enchante takes inspiration from nature, its intricate shapes, and its whimsical color palette. The purpose of Enchante is to prioritize comfort while incorporating some of the elements the iconic designer behind Iris van Herpen is known for. Thus, the brand is dedicated to continuously pushing the boundaries of the classic style in favor of experimenting with silhouettes, textures, materials, and details. Enchante makes sure avant-garde motifs are wearable and elegant.
Analysis of the Brand Offering
Any brand is founded on a central unique promise of something to be delivered to or experienced by the customer. In the case of Enchante, the offering is simple: timeless, wearable fashion with a hint of funk. Each collection is designed around a specific concept, which translates into silhouettes, materials, and the color palette. However, the Enchante team understands that in addition to looking good on the runway, designs have to be comfortable for a consumer to want to wear and form a personal attachment to them. Thus, apart from providing clients with the tools of self-expression, the brand ensures that the experience of wearing such instruments is of the highest quality in terms of comfort and practicality.
Additionally, it is important to focus on another aspect of the brand, which is social responsibility. Firstly, Enchante is commuted to making the fashion industry more sustainable. Apart from taking inspiration from fashion, the brand is dedicated to restoring it. Sustainability is a recurring theme in Enchante’s collections, which makes it a crucial part of the brand offering. Enchante will produce new garments from scraps and thrift items to minimize its carbon footprint. Secondly, Enchante prides itself on being proactive in regards to the destruction of harmful societal stereotypes. Thus, garments are designed with the goal of female empowerment in mind. The latest collections inspired by nature, the power of water, and Greek gods are all aimed at showing the beauty of a woman’s body. Enchante fully supports inclusivity on the runway no matter one’s age, body type, sexual orientation, or race. The brand offers to encapsulate the notion of social responsibility combined with practicality, high quality, and fashion experimentation.
Determining the exact customer base of a future brand is exceptionally important as so many aspects of design, manufacturing, and marketing depend on the portrait of a typical customer. To clearly define who the Enchante woman is, it is important to analyze the consumer bases of other fashion brands first. Gucci attracts men and women between 20 and 40 who are into the campy and old-fashioned aesthetic of the brand. It is important to note that the customer target for Gucci has shifted in recent years due to the rise of logomania and the hype beast culture. Thus, the brand has become synonymous with wealth and prestige, with everyone purchasing a Gucci belt or a bag to solidify their status among the social elites.
Hermes focuses on women in their forties and older, which stems from its super-luxury pricing. The customers of this brand value exclusivity and craftsmanship in fashion, which translates into Hermes’ positioning on the market. It is known for being extremely exclusive and high quality. However, if one manages to become the brand’s loyal customer, the staff will not hesitate to offer yet unreleased products and special services.
Prada targets affluent women between 20 and 30 who understand modern trends yet are looking for something timeless. Enchante is undoubtedly similar to Prada although the focus on trends is less of a concern. Instead, Enchante attracts with its avant-garde conceptualization and experiments. The Enchante woman is between 20 and 40 with a good sense of who she is. She is bold yet does not need flashy clothes to grab attention. Instead, she is looking for something to nurture her artistic sense. However, she is also rather active, which makes it especially important to be comfortable with what she is wearing. Her friends call her the life of the party. She is elegant yet fun, simple yet sophisticated, classic yet experimental, and luxurious yet practical.
Analysis of the Distribution
Although many new, aspiring designers are quick to sign deals with large retailers, Enchante takes an unconventional path and chooses to remain independent. The biggest luxury one can afford is freedom, and Enchante is not in a hurry to give its liberty away. Thus, Enchante will use exclusive retail, which will ensure its products are sold via two exclusive channels: Enchante stores and the official website. Therefore, the brand avoids middlemen, franchises, and licensing regulations, protecting its interests and maximizing its profit. Although such channels are limited, they ensure that a luxury brand such as Enchante has a direct connection to the customer. The brand wants to become memorable and the only way to do that is through strategic communication with consumers. Retail stores limit or fully eliminate the opportunity of reaching the customer and providing them with a personalized, warm experience of shopping Enchante. In addition, exclusive distribution means that the intellectual property of the brand is secure and well-protected. Despite that, there is a definite possibility of branching out in the future and venturing into selective retail if the offers are lucrative enough.
Analysis of the Communication
In regards to Enchante’s communication strategy, it is rooted in art, simplicity, and experimental conceptualization reflective of the designs themselves. The primary marketing direction for the brand will be social media. It is crucial to create a conversation surrounding Enchante and its debut collection. This can be achieved through an initial launch event, which would precede the fashion show and demonstrate the brand’s essence before actually showing any garments. The event could be an interactive experience such as an art exhibit accompanied by a live performance of a dancer or a singer who encapsulates the aesthetic and values of Enchante. Surely, a media campaign would ensure this launch initiative gets noticed by the public.
Apart from such events and fashion shows, Enchante would invest in art projects, short films, and poetry readings. This will attract the right customer who values art, experimentation and loves fashion. Apart from working with leaders of thought and celebrities, Enchante will not focus on influencer marketing to protect its veil of exclusivity. In addition to social media and event marketing, a crucial communication direction for the brand is its efforts in ensuring the fashion industry becomes greener and more sustainable. Of course, Enchante’s commitment should be translated not only through blunt media messages but via a unique approach. It would entail a series of interviews with the Enchante team and various experts on sustainable fashion. Choosing the dump or an extremely polluted body of water as a location for a fashion show is bold. It attracts the right customer, shows people the brand cares, and creates enough media buzz to get featured in multiple fashion publications.
To translate the brand’s identity to the customer, artists will develop a signature font, imagery, and label for Enchante. To make the campaigns and promotional activities cohesive, they should translate the company’s values and primary message. The values are practicality, self-expression, creativity, timelessness, and sustainability, while the message is to not follow the trend but to follow the heart. The communication initiatives both online and offline should ensure that these important aspects are included to evoke emotions, which the customer will then associate with the brand.
Enchante’s main competitors include world-renowned brands such as Louis Vuitton, Dior, and Chanel. They are all some of the oldest fashion houses with rich history, connections, and generations of loyal customers, all of which Enchante lacks. Most importantly, these brands can easily reference their iconic looks from previous collections as a simple yet effective way to grab the attention of critics and the media. One of the ways Enchante can distinguish itself is by presenting its identity as “not like others.” Wealthy people enjoy something exclusive, which would make it easier to discredit well-known brands as old-fashioned and easily available to any customer.
Pricing Ready to Wear and Haute Couture
The main reason why there has to be a rather big difference between the pricing behind ready-to-wear and haute couture garments is the time spent. It usually takes more than 300 hours of hand-stitching, beading, and constructing an haute couture piece, whereas the number is decreased to 50 in the case of ready-to-wear. In addition, haute couture requires higher quality materials and costs more because of its one-of-a-kind design, which is the very definition of exclusivity. When it comes to Enchante, positions itself as a luxury brand although the prices are adjusted a bit to ensure the younger clientele can afford some of the pieces. Thus, the cost per outfit in a ready-to-wear collection should be around $5,000, not including accessories. In regards to haute couture, the price rises to $40,000 due to the aforementioned factors.
This analysis is only a suggestion and many revisions are needed. The product chosen for this assignment is a bag, which would be a part of the La Violette collection pitched earlier in the course. Thus, the category is accessories considering that the bag is not a complete garment. From the business perspective, luxury fashion brands usually make the most profit off their it-bags, which is why it is sensible to attempt to make an iconic bag for Enchante. From a creative perspective, bags are essential to the classic, practical style Enchante embodies. Furthermore, there are opportunities for many experiments with the size, locks, and garnish. ADD THE TECH PACK. The bag would cost approximately 2,800 dollars based on the prices of primary competitors.
Hays, K. (2017). When Karl came to Chanel. WWD. Web.