KENZO

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SWOT Analysis :

Strenght

Weakness

- a mark close to the environment, because of its image and its collections

- sensitivity of the creator and artistic directors to sustainable development

- the brand has one foot in sustainable development : marketing operation in its sector already in place (fragrance « kenzo flower », partnership with « blue marine »)

- a pop up store digital effective for operation in partnership with the navy blue Fundation

- belonging to the LVMH group (Make Kenzo the brand in sustainable development of LVMH?)

- Experience business units

- domestic market

- Rich heritage and history

- involvement in sustainable development still too partial

- The involvement in the cause of sustainable development is not extended to all product lines (ex: a refillable fragrance for only the "flower" by Kenzo)

- Too little communication about the fragrance "flower" by Kenzo - refillable

- Patterns and silhouettes of clothes seem too young for women who are between 30 and 40 because most of them would be mothers or career women.

- Competitive market

- Cost structure

- Wide range of products

- Ineffective distribution channels

Opportunities

Threats

- Sustainable développement is a main issue

- Multiple opportunities possible for the development of products and collections committed to this cause

- Advertising its french and japanese « haute couture » so that it can emphasize its uniqueness

- New products and services

- growth rates and profitability

- global market

- growing economy

- Will Kenzo customer’s accept the new values ​​of sustainable development?

- Is sustainable development being slowed down, over time?

- sustainable development increasingly expensive (economic crisis)

- Kenzo’s target market is mostly between the ages of 30 and 40

- government regulations

- Increase in labor costs

- external business risks

- Growing competition and lower profitability

III. Analyse of the company’s previous branding activity

The main objectives of Kenzo’s communication are first to communicate the new vibe and hence the line associated with it. Create positive emotions in connections between clients and products and generate consumer interest and purchase itensions.

In the 80s, these are photographers like Hans Feurer and Peter Lindbergh who contributed to the fame of Kenzo, through advertisements that have marked the history of communication and enabled models like Iman to be known. Kenzo ads are very often the image of the brand: a mixture of different ethnic backgrounds, the presence of nature, etc. Recently, Kenzo image became more eccentric, with very shifted campaigns, or even downright psychedelic.

But the image of Kenzo also requires delicacy, nature and beauty in simplicity, as shown advertising the perfume Flower by Kenzo, which appears in IPSOS palmares of 2013. Kenzo also ensures through its communication in its digital strategy tailored to its young clientele. In talking to her, the brand does not hesitate to seek reputable bloggers. For its range of cosmetics Kenzoki, the brand has collaborated with many bloggers to test products exclusively. Some bloggers were also invited to the "launch" of the perfume Kenzo Flower In The Air.

Kenzo is also very present on social networks and the opportunity to engage fans in various competitions. For example, always for perfume Flower In The Air, Kenzo launched a photo contest on Instagram. On YouTube, many videos Kenzo distributes around its campaigns, parades, etc.

The brand has even produced a web series to promote her fragrance Kenzo Homme Night, in which we follow "the Kenzo seducer" which tests several dredge techniques hidden camera:

Street marketing, ambient marketing, …

Also this year, Kenzo has set up a pop up store for its digital collection "No Fish No Nothing", in collaboration with the Blue Marine Foundation which fights against overfishing. Thus, the interactive shop has taken on the appearance of a giant aquarium: And since the poppy is the emblem of Kenzo, the flower is often used for street campaigns or ambient marketing.

IV. Outcomes of branding activity

Resonance

CSR implication

Really colorful campaign of advertising, really sophisticated

Use bloggers in ads

Heritage line

Refillable fragrance

Judgement

Clothes might be too young

Overpriced for fragrance

Feeling

Brand experience

belonging to a profile category

Show personality

Brand energizes customers

Performance

Quality

Combinaison of Asian-French style

Dynamism

Exclusivity

Design