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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
INTRODUCTIONGivenchy is a designer founded by Hubert de Givenchy in 1952. He was known for haute couture at the
time when he founded “Les Parfums Givenchy” in 1957. When he asked his friend, a movie start called
Audrey Hepburn to be the face of his perfume, L’Interdit, he created a revolution. For the first time in
history, an image of a movie star had been used for an advertising campaign.
In 19 59, the brands "Monsieur Givenchy" and "L'eau de Vetiver" were released followed by the release
of a female perfume Givenchy III using the slogan, “Givenchy III gives memories to men”. The great
success of Givenchy perfumes pushed for the construction of a factory in Beauvais. A historic city in the
northern France region of France.
The meeting of Hubert de Givenchy and Audrey Hepburn is what gave Givenchy its style in which
French elegance meets American glamour. A combination of sophistication and modernity. Hubert de
Givenchy retired in 1995 but the brand success continues in the 21 st Century. Givenchy produces
fragrances for both sexes and is also known for fashion, accessories and haute couture.
Givenchy, is a French fashion, accessories and perfume brand. The company produces their beloved
classic perfumes such as Amarige and Xeryus but also remains relevant in the market with newer
fragrances advertised by popular celebrities such as Justine Timberlake and Amarige. Givenchy also
produces accessories such as make up for ladies, bags and watches. The company prides in its clothing
line for public purchase and runway modeling and also dresses celebrities on big events.
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
SOCIAL MEDIAGivenchy uses four main social media to promote their brand. These include Facebook, Twitter,
Instagram, Google+ and YouTube.
YouTube
Page: www.youtube.com/givenchy.user
Givenchy uses YouTube to promote their runway shows. Videos are posted before the event to create
awareness, during the event to show the public what is taking place and after the event for future
reference and incase people are interested in checking out past events. (See screenshot 4 in appendix)
The page was created in 2012 and now has 7,769 subscribers and 28,852 views. On the home page,
Givenchy has posted one video for the GIVENCHY Fall/Winter 2014 Women's showcasing their
products being worn by runway models. The video has 11,325 views, 97 likes and 6 likes. Comments
seem to be made by people with interest in fashion and runway models in particular. (See screenshot 1 in
appendix)
The “videos” page has 5 recently posted videos 4 about a runway show and one a commercial for
GIVENCHY DAHLIA NOIR EAU DE PARFUM. Popularity ranges from 2014 views for the commercial
to 11,325 views for one of the runway videos. (See screenshot 2 in appendix)
There are no discussions on the discussion board. For a company as big as Givenchy, I would say that
YouTube has not been used to its full potential to promote the product. (See screenshot 3 in appendix)
Page http:// www.facebook.com/givenchy
Givenchy uses Facebook mainly to promote their products (https://www.facebook.com/Givenchy). The
page was opened in March 2011 and now has a following of 1,380,497 likes (See screenshot 5 in
appendix). When the page had just been established, Givenchy used survey questions to know how best
to sell products based on user feedback. This survey was used to check which of the three bags
Nightingale, Antingona and Obsedia clients found more appealing. (See screenshot 11 in appendix)
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
The page did not get as many likes or followers in the beginning. This could have been because the page
had not yet become as popular and more marketing needed to be done to get the awareness of the target
market.
Givenchy then started posting music videos and other entertainment media where their products were
used to get people to associate the product with something big. In this screen shot Givenchy posted the
Run the world video by Beyoncé artwork done by Givenchy. (See screenshot 10 in appendix)
Today, Givenchy posts most of their products directly to market them. At the last Grammy’s most Actors
that won awards such as Julia Roberts for best actress in a supporting role and other appearances were
fashioned by Givenchy fashion wear. This is a huge plus for the popularity of their products.
Jay z and Kanye West were also dressed by Givenchy on their watch the throne concert in Austin.
Givenchy posts pictures from the concert so that the users can relate these products to their favorite
artistes. Jay Z and Kanye west are one of the most powerful people in the entertainment industry. Using
these icons to promote a product can give it a lot of mileage. (See screenshot 7 in appendix)
Feb 18,2014 Feb 19,2014 Feb 20,2014 Feb 21,2014 Feb 22,2014 Feb 23,2014 Feb 24,2014 Feb 25,20140
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
Activity in the week of Feb 18, 2014
Likes Talkin about this
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
Page: www.twitter.com/givenchy
The Givenchy twitter page is the second most popular after Facebook with 241000 followers. The page is
following 108 pages and has 240 tweets. The page follows popular trending pages and celebrity pages in
order to keep the inflow of followers growing. On tweeter, if you do not follow at least a few people, it is
most likely that not many will want to follow you. The page posts basically that same posts seen on
Facebook and get a good number of retweets and favorites. One of the tweets seen on Facebook about
Erica Badu that fetched 21 shares and 652 likes, received 69 favorites and 33 retweets which is a lot. This
shows that Givenchy is a trending product that people like to tweet about. The Pandora box bag picture
got up to 98 retweets and 149 favorites. These are very good trending statistics for twitter. The more
people retweet your product, the trendier the product is. The Antingona bag received 218 retweets and
328 favorites. With this data, Givenchy can know exactly what is on demand at a particular time and plan
on promotions and increased production of the product.
CONCLUSION Givenchy is a big brand in the fashion and perfume market today. Their products have been loved by
many even before the introduction of social media. Givenchy uses TV, magazines and runway to reach
out to their target audience but the inclusion of social media has broadened the reach to their target
market.
The company promotes itself by providing its products to satisfied clients and posting the evidence in
form of pictures, videos or links on its social networking sites.
YouTube is the least active social networking site used by Givenchy and Facebook and twitter are the
highest. Judging by the likes and comments it would appear that the use of social media is really
increasing the awareness and reach of the product and increasing sales for Givenchy
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
Facebook page link
https://www.facebook.com/Floriposh
Twitter page link
https://twitter.com/FloriPosh
Submission blog link
http://mavickky.wordpress.com
Progress blog link
https://newmediacoursework3inprogress.wordpress.com
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
APPENDIX
SCREENSHOT 1
SCREENSHOT 2
SCREENSHOT 3
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
SCREENSHOT 4
SCREENSHOT 5
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
SCREENSHOT 6
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
SCREENSHOT 7
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
SCREENSHOT 8
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
SCREENSHOT 9
SCREENSHOT 10
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MARY OKON EKPO M00472079 RESEARCH AND ANALYSIS
SCREENSHOT 11
LINKS
Facebook page link
https://www.facebook.com/Floriposh
Twitter page link
https://twitter.com/FloriPosh
Submission blog link
http://mavickky.wordpress.com
Progress blog link
https://newmediacoursework3inprogress.wordpress.com
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