Unveiling the World of Givenchy - Fashion Law Journal (2024)

History of the brand

By the age of 25 (1927), Hubert de Givenchy founded one of the most evolutionary brands of all time. Givenchy was a young, motivated artist that moved through his day to represent his true passion. He was a boy driven by the image of arts in designing. Being driven, he took initiative at the age of 17 (1944) to move to France to go forth his aspiration. He took this passion to the École Nationale Supérieure des Beaux-Arts, where opportunities for designers are high-level. Jacques Fath, a French designer, specializing in the postwar haute couture, took Givenchy under his wing to give him the opportunity to collaborate with him as an apprentice. Givenchy later worked with several other know luxury names such as a founder of one of the most know names in fashion, French designer, Christian Dior. In 1952, Givenchy opened his very own Maison located in Paris, overtaking Parisian Haute Couture. Present day: Givenchy holds its brand in 69 countries with 50 of its exclusive designer stores located in areas in the United States as well as Europe.

Product Line

With a specialty in haute couture fashion, Givenchy’s focuses on the elegance in garments, accessories, and perfume cosmetic for women & men. Givenchy’s product has been widely represented on the runway in Fashion shows and exclusive celebrity events, the Met Gala being one of them. The Met Gala is the home to Haute couture. Being the main event in fashion, prestigious brands like Givenchy are often represented. Following the theme of a Sleeping Beauty story of the 2024 Met gala, one of Givenchy’s 1999 achieves was worn by Kendall Jenner, 25 years after. Kendall has states that the archival piece was a “Beauty that’s been slept on”, perfectly exhibiting the feeling of the theme. Pieces as shown are widely representative of what the brand, Givenchy, has to offer.

Target Market

Givenchy, a prestigious & luxurious name upholding its brand of high-end fashion, targets young adults to middle-aged adults that capture the modernness’ of the brand’s image. Though, Givenchy has both styles for feminine wear and masculine wear, Givenchy targets women when it comes to the marketing image of Givenchy. This is shown by the factuality of Givenchy’s core item which is haute couture wear. Haute couture was originally known as clothing manufacturers for women, otherwise known as, Chambre Syndicale de la Couture. Thus, majoring in womenswear. Geographically, Givenchy’s share in the luxury fashion market upholds almost 50% of Europe’s market, making Europe the powerhouse of Givenchy consumer point.

Marketing Methods

Marketing is the essence of promoting a brand. Givenchy adopts a variety of methods to ensure that the brand of Givenchy remains relevant and visible to all. The most known method is media marketing. Givenchy has a visually appealing aesthetic to their social media accounts. Their social media content focuses on promoting the items in their collections. In addition to product promotion, Givenchy takes pride in re-posting photos of celebrities’ who have worn their pieces.

Givenchy is known for their trendsetting campaigns. Most recently, they initiated their Spring/Summer 2024 campaign featuring American model, Amelia Gray. With minimalism being the feature of this year, Givenchy perfectly encapsulates the spirit of Givenchy’s collection.

Sales Channels

Givenchy utilizes a range of sales channels to reach its customers to maintain status in the luxury market. The official Givenchy website serves as a primary sales channel, offering an extensive range of products such as their exclusive fashion, accessories, and beauty items. The website provides a seamless shopping experience with detailed product descriptions, high-quality images, and an easy-to-navigate interface.

With its online presence, Givenchy products are available in several prestigious retail outlets, particularly in department stores known for their luxury offerings. Key retail partners include Nordstrom and Neiman Marcus, which carry a wide selection of Givenchy products, from fashion to beauty, both in-store and online. These retail partnerships allow Givenchy to maintain a strong physical presence in key markets, catering to customers who prefer the tactile experience of shopping in-store.

Givenchy also operates its own network of boutiques worldwide, located in major cities and fashion capitals such as Paris, New York, Tokyo, and London. These boutiques offer an exclusive shopping experience, with personalized services and the latest collections displayed in elegantly designed spaces. Givenchy products are also available in duty-free shops at major international airports, targeting travelers seeking luxury items.

Brand Ambassador

Givenchy adopts new ambassadors to represent the brand itself. In 2017 Li Bingbing, a Chinese actor, became a Givenchy ambassador specifically for marketing towards a Chinese demographic. With her extensive career in both international and Chinese entertainment, she has brought that viewership to Givenchy. As of 2021, Aespa, a popular South Korean group, has been a brand ambassador for Givenchy as well. The group consisting of four girls; Karina, Giselle, Winter, and Ningning, served as an image to attract younger demographics for Givenchy’s global reach.

Social Media Presence

With Givenchy’s extensive source of social media marketing, their presence has gained millions of followers throughout their channels. On Instagram, their account @givenchy boasts an impressive international following of 16.1 million followers. Their presence on Facebook has attracted 2.7 million followers, and their X (formerly Twitter) account has garnered 1.1 million followers as of summer 2024.

Legal Aspects

The legal case involving Givenchy USA’s Amarige perfume highlights significant aspects of copyright infringement within the fragrance industry. In Givenchy Corp. v. Beauty Specialties Ltd., Givenchy USA alleged that Beauty Specialties Ltd. engaged in the unauthorized reproduction and distribution of the Amarige perfume. The court’s decision, detailed in the 1993 ruling, emphasized the protection of intellectual property rights and the importance of safeguarding unique product attributes, such as scent, branding, and packaging, which are integral to a company’s identity and market value. The ruling underscored that copyright law extends beyond traditional forms of media to encompass distinctive product elements that contribute to consumer recognition and preference, thus reaffirming the legal boundaries and consequences of infringing on such rights.

Brand Unique Selling Proposition

Givenchy’s unique selling proposition (USP) is rooted in its blend of French elegance, sophistication, and innovation, which has defined the brand since its inception. Givenchy as a brand became synonymous with haute couture, luxury, and timeless style.

In the realm of fragrances, Givenchy has consistently delivered unique and memorable scents that embody the brand’s sophisticated aesthetic. Perfumes like Amarige, with their rich, floral composition, and Gentleman, known for its bold and masculine notes, exemplify the brand’s ability to create scents that leave an impression.

Logo and Tagline

Givenchy’s logo has undergone several transformations since the brand’s inception in 1952. The original logo, designed by Hubert de Givenchy, featured an intricate design that reflected the elegance & sophistication of the brand. Over the years, the logo evolved to adapt to contemporary design trends while maintaining its essence of luxury and refinement. The minimalist and elegant design of the current logo reflects Givenchy’s commitment to timeless style and modern sophistication. With that essence, Givenchy is described as a “timeless and avant-garde vision.”

Sustainability Initiatives

Givenchy has increasingly prioritized sustainability across its operations, reflecting a commitment to ethical practices. The brand focuses on sustainable sourcing practices, including the use of eco-friendly materials like sustainable cotton, as reported by LVMH, Givenchy’s parent company. Givenchy’s efforts underscore an initiative-taking approach to sustainability within the luxury fashion industry, aiming to integrate environmental considerations while maintaining their reputation for quality and innovation. LVMH intensified its initiatives to nurture and protect biodiversity, emphasizing collaboration with UNESCO to lessen climate change’s impact and enhance ecosystem resilience. These efforts included agroforestry programs, research into keratin-based fibers, and advancements in recycling and upcycling to promote circularity and sustainability in fashion.

Collaborations & Partnerships

Breakfast at Tiffany’s, an American classic, revolutionized Givenchy’s brand image. The famous black dressed word by Audrey Hepburn, British actor. The initiation of this partnership derived from the need for a Parisian dress for a 1954 film named Sabrina. Moving forward, Givenchy and Hepburn partnered together to co-design dresses for her future films she was bound to work in including Breakfast at Tiffany’s. The dress designed for Hepburn became such a cultural influence impacting fashion trend in the 1950s and beyond. Hepburn shaped Givenchy’s identity as a brand to become sophisticated and timeless throughout.

Consumer Perception

Givenchy, renowned for its luxurious fashion and beauty offerings, maintains a strong presence in the industry, captivating customers with its sophisticated designs and high-end products. The brand’s reputation for elegance and innovation is upheld through its avant-garde fashion collections and cosmetic lines, appealing to discerning consumers seeking exclusivity in style. According to Vogue Business, Givenchy’s strategic collaborations and celebrity endorsem*nts bolster its image, influencing public perception positively. Customer reviews on platforms like Sephora often highlight the brand’s commitment to quality and customer service, contributing to its favorable standing among luxury brands.

Author: Jazlyn Ricalde

Sources Used

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