Type de document : | Travaux étudiant |
Catégorie : | Mémoire |
Titre : | He spoke about the world, she about Lee. Is there a future for Alexander McQueen? |
Auteurs : | Frida HOFFMAN, Auteur |
Promotion : | 2021 |
Format : | 93 p. |
Présentation : | 93 p. |
Langues | Anglais |
Mention : | Très bien |
Mots-clés : |
Nom Commun LUXE ; STRATEGIE MARKETINGNom Propre BURTON SARAH ; MC QUEEN ALEXANDER |
Résumé : | Alexander McQueen is a fashion brand whose entire legitimacy is based on its eponymous founder’s personality and unique creative vision. After his suicide in 2010, the question arose whether Alexander McQueen could be continued without its founder and be turned into an established luxury house. Whereas Lee Alexander McQueen was an unrestrained creative force, his successor Sarah Burton has been confronted with financial and creative constraints linked to the company’s growth ambition. Upon the analysis based on the brand’s 111 catwalk collections, it can be concluded that the current strategy applied is based on creative continuation with a curation-driven approach. How can the creative legacy of Lee Alexander McQueen be applied strategically to the brand’s future developments to not only legitimize its continuous existence, but also to ensure commercial viability? Based on the conducted interviews with industry experts, Alice Bouleau, Alexandre Samson and Carine Bizet, as well as relying on subject-specific literature the following can be pointed out: Alexander McQueen has undergone a repositioning within the market, currently opting for a heritage-driven strategy. To maintain the connection to the founder, the brand relies on different mechanisms linked to the artification process, as well as the mythification of Lee Alexander McQueen himself. |