Alexander McQueen
Content
Charlotte Clark
History of Alexander McQueen
Lee Alexander McQueen was born on March the seventeenth in nineteen sixty nine. He was the youngest of six siblings and lived in the east end of London with his father, a taxi driver, and his mother, a social history teacher. From a young age he knew that he wanted to be a fashion designer and spent his formative years at the local boys comprehensive school, Rokeby, drawing and reading books on fashion. He went on to leave school at the age of sixteen with one O-Level and worked for his uncle, at his pub as a glass collector. However he did attend West Hampton Technical College night-school where he completed an Art A-level before being offered an apprenticeship at the revered Savile Row tailors Anderson and Sheperd. It was there that he learnt the intricate art of cutting jackets before he moved up the street to Gieves and Hawkes, which was at the time a military outfitters, to develop his acquired tailoring skills to trousers. It was here that the legend that is Alexander McQueen was born, when he famously scribbled obscenities in tailors chalk onto the inner-lining of a jacket that was for the heir to the throne, Prince Charles. He went on from Gieves and Hawkes to work at a theatrical costumiers, Angels and Bermans where he worked on productions for big musical shows such as Les Miserables. He continued to master the skills of pattern-cutting and obtain techniques date back from the earlier centuries which are still evident in his work today. Following this he went to work for London-based designer Koji Tatsuno, who was at the time backed by Yohji Yamamoto and then McQueen moved to Milan to work with the talented Romeo Gigli, who was apparently a great inspiration to McQueen. McQueen was unquestionably influenced by the power of the press that he witnessed while in Milan, which was in the late nineteen eighty „s while Rome was still enjoying the media exaggeration that had pushed him into the limelight . McQueen was undoubtedly convinced of the heavy contribution the press made to a designers success.
History of Alexander McQueen
In nineteen ninety Alexander returned to London where he sought work as a teacher at Central Saint Martins College or Art and Design. However, instead of a job he was offered a placement on the MA design course where his lack of formal qualifications were made up for with his unique style and impressive drive. He completed his MA in nineteen ninety two, with financial help from his aunt Renee, he then went on to sell his graduate collection to stylist, Isabella Blow, who went on to become Alexander's muse and unofficial public relations agent. When he first burst onto the stage in nineteen ninety two he created mass controversy with headlines naming him the “new enfant terrible” because of his scary and cutting edge collections and shows. However, despite being constantly misunderstood and his litigious collections Alexander McQueen went on to establish a fashion label that is now internationally sought after and respected, despite never compromising or taming down his approach to the industry. It took McQueen less than ten years to become one of the most respected fashion designers in the world, just four years after establishing himself as a designer he was appointed title as chief designer at the French label Givenchy, in nineteen ninety six where he worked until two thousand and one. Also, in the year two thousand luxury brand Gucci acquired fifty one percent of Alexander McQueen where he became the creative director. Alexander McQueen recieved much praise and awarding for his talented collections, he was a four time winner of the British Designer of the Year Award as well as the International Designer of the Year Award from the Council of Fashion Designers of America. Furthermore, in two thousand and three he was awarded with a CBE. However, unfortunately, Lee Alexander McQueen passed away in two thousand and ten after just eighteen years as a well established artist leading to the promotion of Sarah Burton to creative director. Sarah Burton studied print fashion at the Central Saint Martins College of Art and Design in London and during her third year was interviewed for a years placement at Alexander McQueen and on graduation in nineteen ninety seven she joined the company full time as McQueen‟s personal assistant and was appointed head of women‟s wear in the year two thousand. Sarah Burton is mostly renowned for her dress design for Catherine Middleton‟s marriage to Prince William in two thousand and eleven.,
Brand Values.
Since the very beginning of his career Alexander McQueen has strived to make a statement within the fashion industry. Despite being renowned for his un usual and somewhat unorthodox clothing it is the causes that he represented that led him to become so well established and respected as a designer. The majority of his exquisite and eccentric collections fight causes and tell a tale. Unfortunately, not the fairy kind. Since the beginning his shows and clothing collections have both shocked and delighted their audiences with his raw interpretations of bleak history and anarchic politics. His shock tactic shoes began in spooky, dimly lit warehouses that were away from the London fashion week tent environment. The first time his catwalk show really created a commotion and made the headline news was in nineteen ninety five for his autumn/winter collection, entitled: Highland Rape. The collection featured torn clothing and battered looking models and was McQueen‟s own interpretation and comment on the rape of the Highlands at the hands of the British. However, it was also interpreted by other viewers and critics as a perverted celebration of the sexual violation of women. Of course creating much controversy and turbulence within the fashion industry and certainly for Mr McQueen himself. Nevertheless Alexander McQueen continued to create his somewhat disturbing pieces and once again made headlines in nineteen ninety seven, for his spring/summer collection which while being released on the runway featured a black model whose movements were being restricted by a metal cage that had been attached to her limbs. It is believed that this collection and representation was inspired by the German puppet master, Hans Bellmer. And that the metal contraption was designed and featured to evoke a inevitable feel of bondage, slavery and the subordination of women. McQueen‟s outrageous theatrical runway style and unique combination of violent tailoring and romanticism in his clothing led him to become a well celebrated and well respected designer and household name not only within this generation but for generations to come.
Product Life Cycle
Alexander McQueen having been established for ten years has experienced the market introductory stage and the growth stage with some ease as himself, as a designer, had already been established within the industry. After just ten years as a label Alexander McQueen has reached the maturity stage. This is when: • Costs are lowered as a result of production volumes increasing. • Increase in competitors entering the market, such as similar fashion brands like Vera Wang. • The volume of sales peak and the market saturation is reached. • Industrial profits decrease. • Brand differentiation and feature diversification is emphasized to increase or maintain the market share. However, following the design of Kate Middleton‟s wedding dress in two thousand and eleven & outrageous designs for the likes of pop sensation Lady GaGa over the last five years, from Sarah Burton for Alexander McQueen the brand continues to grow and become more well known frequently.
Detailed Target Audience.
Alexander McQueen‟s designs have been worn by a vast mixture of people. Ranging from the wedding dress designed for royalty, Kate Middleton, to quirky pop sensation Lady GaGa. Alexander McQueen has been heavily featured amongst the fashion choices of current and past celebrities. Therefore creating Alexander McQueen into a highly sought after brand and somewhat non accessible to the average person. They aim to attract the eccentric and with their price range it is a brand for the wealthy.
Pricing Strategy.
Dresses and jackets are at the top of the price range, ranging between $695 and $6000. Followed by bags, trousers and skirts which range between $600 to $7000. Then there is shoes and tops, ranging between $500 and $3000. And, last and more within the average price range, purses, phone cases, belts, sunglasses, scarves and jewelry ranging between $195 and $750.
Marketing & PR.
Alexander McQueen is frequently advertised to the public because it is worn vastly and frequently amongst celebrities. Therefore their pieces are constantly being published in magazines and being seen by the public eye. They also have fashion shows of which front row seats are of high demand as the brand is renowned for putting on a show.
Place/Distribution
Alexander McQueen stores are located in all busy cities all over the world. There are fifteen stores in total, located in: • London, UK – Flagship. • New York City, USA – Flagship. • Los Angeles, USA – Flagship. • Las Vegas, USA – Flagship. • Milan, Italy – Flagship. • Isetan, Japan – Menswear boutique. • Matsuya Ginza, Tokyo, Japan – Accessory boutique. • Hankyu, Tokyo, Japan – Menswear boutique. • Umeda Hankyu, Osaka, Japan – Menswear boutique. • Shinsaibashi Daimaru, Osaka, Japan. • Qatar. • Beirut Lebanon. • Dubai. • Istanbul, Turkey. • Kuwait. There will also be a flagship opening soon in Miami, USA.
SWOT
Strengths
Well established & respected label throughout the world.
Weakness’
Similar brands.
Opportunities
Perfume range and expansion of jewelry range.
Threats
After takeover of company by Sarah Burton people may not necessarily trust the brand as much and may have lost loyalty to the brand.
History of Alexander McQueen
Lee Alexander McQueen was born on March the seventeenth in nineteen sixty nine. He was the youngest of six siblings and lived in the east end of London with his father, a taxi driver, and his mother, a social history teacher. From a young age he knew that he wanted to be a fashion designer and spent his formative years at the local boys comprehensive school, Rokeby, drawing and reading books on fashion. He went on to leave school at the age of sixteen with one O-Level and worked for his uncle, at his pub as a glass collector. However he did attend West Hampton Technical College night-school where he completed an Art A-level before being offered an apprenticeship at the revered Savile Row tailors Anderson and Sheperd. It was there that he learnt the intricate art of cutting jackets before he moved up the street to Gieves and Hawkes, which was at the time a military outfitters, to develop his acquired tailoring skills to trousers. It was here that the legend that is Alexander McQueen was born, when he famously scribbled obscenities in tailors chalk onto the inner-lining of a jacket that was for the heir to the throne, Prince Charles. He went on from Gieves and Hawkes to work at a theatrical costumiers, Angels and Bermans where he worked on productions for big musical shows such as Les Miserables. He continued to master the skills of pattern-cutting and obtain techniques date back from the earlier centuries which are still evident in his work today. Following this he went to work for London-based designer Koji Tatsuno, who was at the time backed by Yohji Yamamoto and then McQueen moved to Milan to work with the talented Romeo Gigli, who was apparently a great inspiration to McQueen. McQueen was unquestionably influenced by the power of the press that he witnessed while in Milan, which was in the late nineteen eighty „s while Rome was still enjoying the media exaggeration that had pushed him into the limelight . McQueen was undoubtedly convinced of the heavy contribution the press made to a designers success.
History of Alexander McQueen
In nineteen ninety Alexander returned to London where he sought work as a teacher at Central Saint Martins College or Art and Design. However, instead of a job he was offered a placement on the MA design course where his lack of formal qualifications were made up for with his unique style and impressive drive. He completed his MA in nineteen ninety two, with financial help from his aunt Renee, he then went on to sell his graduate collection to stylist, Isabella Blow, who went on to become Alexander's muse and unofficial public relations agent. When he first burst onto the stage in nineteen ninety two he created mass controversy with headlines naming him the “new enfant terrible” because of his scary and cutting edge collections and shows. However, despite being constantly misunderstood and his litigious collections Alexander McQueen went on to establish a fashion label that is now internationally sought after and respected, despite never compromising or taming down his approach to the industry. It took McQueen less than ten years to become one of the most respected fashion designers in the world, just four years after establishing himself as a designer he was appointed title as chief designer at the French label Givenchy, in nineteen ninety six where he worked until two thousand and one. Also, in the year two thousand luxury brand Gucci acquired fifty one percent of Alexander McQueen where he became the creative director. Alexander McQueen recieved much praise and awarding for his talented collections, he was a four time winner of the British Designer of the Year Award as well as the International Designer of the Year Award from the Council of Fashion Designers of America. Furthermore, in two thousand and three he was awarded with a CBE. However, unfortunately, Lee Alexander McQueen passed away in two thousand and ten after just eighteen years as a well established artist leading to the promotion of Sarah Burton to creative director. Sarah Burton studied print fashion at the Central Saint Martins College of Art and Design in London and during her third year was interviewed for a years placement at Alexander McQueen and on graduation in nineteen ninety seven she joined the company full time as McQueen‟s personal assistant and was appointed head of women‟s wear in the year two thousand. Sarah Burton is mostly renowned for her dress design for Catherine Middleton‟s marriage to Prince William in two thousand and eleven.,
Brand Values.
Since the very beginning of his career Alexander McQueen has strived to make a statement within the fashion industry. Despite being renowned for his un usual and somewhat unorthodox clothing it is the causes that he represented that led him to become so well established and respected as a designer. The majority of his exquisite and eccentric collections fight causes and tell a tale. Unfortunately, not the fairy kind. Since the beginning his shows and clothing collections have both shocked and delighted their audiences with his raw interpretations of bleak history and anarchic politics. His shock tactic shoes began in spooky, dimly lit warehouses that were away from the London fashion week tent environment. The first time his catwalk show really created a commotion and made the headline news was in nineteen ninety five for his autumn/winter collection, entitled: Highland Rape. The collection featured torn clothing and battered looking models and was McQueen‟s own interpretation and comment on the rape of the Highlands at the hands of the British. However, it was also interpreted by other viewers and critics as a perverted celebration of the sexual violation of women. Of course creating much controversy and turbulence within the fashion industry and certainly for Mr McQueen himself. Nevertheless Alexander McQueen continued to create his somewhat disturbing pieces and once again made headlines in nineteen ninety seven, for his spring/summer collection which while being released on the runway featured a black model whose movements were being restricted by a metal cage that had been attached to her limbs. It is believed that this collection and representation was inspired by the German puppet master, Hans Bellmer. And that the metal contraption was designed and featured to evoke a inevitable feel of bondage, slavery and the subordination of women. McQueen‟s outrageous theatrical runway style and unique combination of violent tailoring and romanticism in his clothing led him to become a well celebrated and well respected designer and household name not only within this generation but for generations to come.
Product Life Cycle
Alexander McQueen having been established for ten years has experienced the market introductory stage and the growth stage with some ease as himself, as a designer, had already been established within the industry. After just ten years as a label Alexander McQueen has reached the maturity stage. This is when: • Costs are lowered as a result of production volumes increasing. • Increase in competitors entering the market, such as similar fashion brands like Vera Wang. • The volume of sales peak and the market saturation is reached. • Industrial profits decrease. • Brand differentiation and feature diversification is emphasized to increase or maintain the market share. However, following the design of Kate Middleton‟s wedding dress in two thousand and eleven & outrageous designs for the likes of pop sensation Lady GaGa over the last five years, from Sarah Burton for Alexander McQueen the brand continues to grow and become more well known frequently.
Detailed Target Audience.
Alexander McQueen‟s designs have been worn by a vast mixture of people. Ranging from the wedding dress designed for royalty, Kate Middleton, to quirky pop sensation Lady GaGa. Alexander McQueen has been heavily featured amongst the fashion choices of current and past celebrities. Therefore creating Alexander McQueen into a highly sought after brand and somewhat non accessible to the average person. They aim to attract the eccentric and with their price range it is a brand for the wealthy.
Pricing Strategy.
Dresses and jackets are at the top of the price range, ranging between $695 and $6000. Followed by bags, trousers and skirts which range between $600 to $7000. Then there is shoes and tops, ranging between $500 and $3000. And, last and more within the average price range, purses, phone cases, belts, sunglasses, scarves and jewelry ranging between $195 and $750.
Marketing & PR.
Alexander McQueen is frequently advertised to the public because it is worn vastly and frequently amongst celebrities. Therefore their pieces are constantly being published in magazines and being seen by the public eye. They also have fashion shows of which front row seats are of high demand as the brand is renowned for putting on a show.
Place/Distribution
Alexander McQueen stores are located in all busy cities all over the world. There are fifteen stores in total, located in: • London, UK – Flagship. • New York City, USA – Flagship. • Los Angeles, USA – Flagship. • Las Vegas, USA – Flagship. • Milan, Italy – Flagship. • Isetan, Japan – Menswear boutique. • Matsuya Ginza, Tokyo, Japan – Accessory boutique. • Hankyu, Tokyo, Japan – Menswear boutique. • Umeda Hankyu, Osaka, Japan – Menswear boutique. • Shinsaibashi Daimaru, Osaka, Japan. • Qatar. • Beirut Lebanon. • Dubai. • Istanbul, Turkey. • Kuwait. There will also be a flagship opening soon in Miami, USA.
SWOT
Strengths
Well established & respected label throughout the world.
Weakness’
Similar brands.
Opportunities
Perfume range and expansion of jewelry range.
Threats
After takeover of company by Sarah Burton people may not necessarily trust the brand as much and may have lost loyalty to the brand.
