Fashion Business

  Order Description     Research a luxury brand and its branding strategy, looking at the evolution, identify challenges and current issues. Student will select a brand among the following ones: Mary Katrantzou – London based independent designer Stella Mc Cartney – London based Kering Group designer   conduct a thorough analysis of the current brand including: Pen portrait and competitor analysis Brand inventory Heritage and History (Equity) Brand elements Brand Identity Logo Logo Colour Icons and Prints Packaging Competitor analysis-POPs and PODs Brand DNA Brand Personality Brand identity Brand architecture Brand leverage Brand positioning Licensing/IP Brand exploratory Brand equity