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Analysis of Publicity of "Flower" brand by KENZO

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  1. External analysis
    1. Definition of the Industry
    2. Analysis of the economic forces affecting the industry
    3. Industry Analysis: Porter's 5 Forces
    4. Segmentation of the industry
  2. Internal analysis
    1. Definition of business
    2. Resource analysis
    3. Skills Analysis
  3. Final analysis

The Kenzo brand was created in 1988 by Kenzo Takada, a famous Japanese designer. In 1993, he sold the brand to LVMH while retaining the ownership thereof. This large group is the world's leading luxury product group, and it holds a portfolio of high profile brands such as perfumes from Christian Dior, Givenchy, and Loewe and so on.

The main competitors of the brand include brands like Dior, Givenchy Pucci and so on. It is a formidable competitor, and the second group on the market that Gucci has its own brand of perfume. Kenzo has sought to strengthen its position and increase its reputation by creating a fragrance "Flower" by Kenzo in the year 2000.

The creation of this fragrance has enabled the brand to develop its profile and the increase in turnover has evolved impressively. In 2007, Kenzo had chosen to revive its brand image by creating an advertising campaign. The brand wants to remind consumers that it is always there to meet their needs.

How did the brand Kenzo demonstrate its own values through a visual contrast and a specific culture that was put forward?

Initially, we consider the stark contrast that Kenzo has put forward, and then in a second step, we analyze the various symbolic elements of the press announcement.

The announcement comes in a media format to the French. The announcement is cut into two unequal parts. We can say that one part occupies two thirds of the ad and the other the remaining one third.

Tags: history of Kenzo brand, Kenzo Takada, Flower by Kenzo, publicity of Flower by Kenzo

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