Introduction:                                                                     
As I stated in my first post I will discuss and present  different marketing topics each week. These topics are based on my readings from my marketing book, class and in class discussions. For this week, I have chosen to focus on the marketing strategy of the brand Marchesa. Never heard of Marchesa? In the following, I will introduce the brand and relate it to some of the basics I have learned about marketing.



(4) Head designers and owners of Marchesa-georgina chapman and keren craig

 

                            Background of Marchesa                                     
Marchesa is a high end brand for women’s clothing. It is a more recently established company, as of 2004. The company was created by two women from Britain. They focus on the creation of one of a kind, couture dresses. They are most prominently known for their evening gowns.

                             What type of consumer products?                              
Most of the products that Marchesa sells would be considered specialty products. This means high end, usually very expensive, limited distributed, unique and brand loyal products. When looking at Marchesa it is easy to see the emphasis the company puts on its uniqueness and status that it creates. Marchesa is a high end clothing brand offering a evening gowns that have feathers, drapery and are hand detailed. They are not only selling the dress but the idea of high class, quality and status.







(1) Evening gown

                                    Marketing 4 P’s                                           

Placement: One can buy these dresses at high end retailers such as Neiman Marcus, Saks Fifth avenue and Bergdorf Goodman’s. They can be purchase at the retailer’s store or online.

Product: Marchesa is mostly known for its evening gowns however it does sell other products like perfume, jewelry, handbags, shoes and most recently a line of wedding gowns*.

 *Marchesa offers a new product line extension with its bridal gowns. This is a smart idea for the brand since it already offers unique dresses, selling unique wedding dresses could increase sales. The goal of the company by having the new bridal gown line extension is probably to increase its customer base and enter into the wedding market.


Price: High end clothing means a high price. Some of their evening gowns go for anywhere between $2,000 to $8,000.However, one can find sales on their previous season dresses. These older dresses can go for around $300.

(2) Price $1,299



  

Promotion:The brand gets much media attention during red carpet events since so many celebrities have work Marchesa gowns. These include celebrities such as; Miley Cyrus, Cameron Diaz, Selena Gomez, Blake Lively, Taylor swift and more. Marchesa is featured in many fashion magazines and was displayed on the cover of Vogue in 2009. Fashion week for Marchesa is another big promotor for the company.












(3) Blake Lively wearing Marchesa

Competitive advantage and company distinction:                

 One if the biggest advantages of Marchesa is the uniqueness and one of a kind clothing that it sells. It is hard for other companies to compete with such a high end and well made clothing company. Many of its dresses are hand crafted with quality materials like silk, chiffon, satin and unique tulle.

Target Market:                                                                                    
Sales are directed at celebrities, artists and upper class women.....

"Celebrities are drawn to Marchesa because the dresses are ultra-feminine and beautifully made. They truly make one feel like a modern princess"   -Cindy Webe


  
 S.W.O.T. Analysis :                                                                  

Strength: Unique and identifiable brand. The clothing is detailed and often has handmade beading and sequins. It is available through high end online retailers that sell all over the world. Therefore, its reach is quite large.

Weakness: It does not provide a wide availability in clothing. Marchesa is unaffordable for many.

Opportunity: Since Marchesa is such a new company it still has the opportunity to expand. It can increase its customer base and customer awareness.

Threat: There are other high end clothing brands out there that are well established. The threat of competition is always a big factor. If a recession were to hit, many would cease to purchase or decrease their purchasing of such luxurious items.




Here is a look at Marchesa's upcoming 2016 Bridal gown line....



(6)

                                                                 Work Cited

(1) http://www.vogue.com/fashion-shows/spring-2015-ready-to-wear/marchesa
(2)http://www.gilt.com/search?q.category=gilt&q.query=(brand%3Amarchesa+OR+brand%3Amarchesa-couture+OR+brand%3Amarchesa-handbags+OR+brand%3Amarchesa-notte+OR+brand%3Amarchesa-voyage)&q.rows=48&q.start=0
(3)https://www.google.com/search?q=marchesa+logo&biw=1684&bih=771&source=lnms&tbm=isch&sa=X&ved=0CAYQ_AUoAWoVChMI8K3mz7bNyAIVgXg-Ch3CNAAY&dpr=0.95#tbm=isch&q=georgina+chapman+and+keren+craig&imgrc=lKdc0OKSGxAw9M%3A
(4)http://www.vogue.com/slideshow/designer/marchesa/#13273942
(6)http://www.vogue.com/fashion-shows/bridal-fall-2016/marchesa/slideshow/collection#29