Celine is a French luxury house founded in 1945 by Celine Vipiana. Today, it is an international luxury goods brand owned by LVMH, purchased in 1996 for 2.7 billion French francs ($540 million).
Celine was originally created as a made-to-measure children's shoe business that eventually grew into women's shoes and accessories. The ready-to-wear line debuted in the 1960s.
American fashion designer Michael Kors was named the first ever women's ready-to-wear designer and creative director for Celine in 1997. During his tenure at Celine, Kors turned the fashion house around with blockbuster accessories and a critically acclaimed ready-to-wear line. Kors designed for the label until 2004. Italian designer Roberto Menichetti was named creative director. After a disappointing year, Menichetti was replaced by Croatian designer Ivana Omazic. Omazic was a a former consultant for the brand and previously worked with Romeo Gigli, Prada, Jil Sander, and Miu Miu.
On September 4th 2008, the influential fashion portal WWDFashion announced that Bernard Arnault, president of LVMH, appointed Phoebe Philo as the new creative director of Celine. Philo will start at Celine in October 2008 and will present her first Celine collection next March for the fall-winter 2009 season, with a runway debut seven months later. Philo will replace Ivana Omazić, who, according to LVMH, failed to transform this second league brand into an essential flagship of worldwide prêt-à-porter. “By giving Philo Celine, we’re giving her a platform to express her vision,” said Pierre-Yves Roussel, chief executive officer of LVMH’s fashion division which owns Celine.
address: WWW.CELINE.COM
REVENUE MODEL
Present
There is no revenue model. The website is presenting the information about the company products variation that they are offering.
Recommendation
MARKET PLACE POSITION
Present
Manufacture
Recommendation
No Change
COMMERCIAL MODEL
Present
Celine’s Web Site is presenting the information about the company and its products. The information also a part of commercial activity because it can increase brand awareness and brand knowledge of Celine. But still without On-Line Shopping can’t get direct revenue.
Recommendation
Online Shopping with Fixed Price Sale, Celine should give the fixed price in selling its products. It also should provide different price for each country with each currency calculation.
TYPE
Present
Business to Customer
Recommendation
Celine should still use this type. Because Celine is the luxury brand so it must present the elegance without selling in high quantity.
LOCATION / PLACE OR PURCHASE
Present
Seller Controlled, where the seller has a total control of the trading activities. The seller assign the information that they think customer will be needed, the product they want to sell, and the price for each products.
Recommendation
No Change
Comparison to competitor website (LV)
LV (www.louisvuitton.com)
Suggestion to www.celine.com
Appear as one of the top line brands in fashion world, Celine must develop the website as one of their important aspect in developing their business. The website already gives enough information about the company and product. The website also provides brand knowledge and creates customer perception. But, according to my perception, the website is not interactive enough. So, Celine should make online-shopping like any other top line brands did. It can make Celine more competitive in fashion business.
Celine was originally created as a made-to-measure children's shoe business that eventually grew into women's shoes and accessories. The ready-to-wear line debuted in the 1960s.
American fashion designer Michael Kors was named the first ever women's ready-to-wear designer and creative director for Celine in 1997. During his tenure at Celine, Kors turned the fashion house around with blockbuster accessories and a critically acclaimed ready-to-wear line. Kors designed for the label until 2004. Italian designer Roberto Menichetti was named creative director. After a disappointing year, Menichetti was replaced by Croatian designer Ivana Omazic. Omazic was a a former consultant for the brand and previously worked with Romeo Gigli, Prada, Jil Sander, and Miu Miu.
On September 4th 2008, the influential fashion portal WWDFashion announced that Bernard Arnault, president of LVMH, appointed Phoebe Philo as the new creative director of Celine. Philo will start at Celine in October 2008 and will present her first Celine collection next March for the fall-winter 2009 season, with a runway debut seven months later. Philo will replace Ivana Omazić, who, according to LVMH, failed to transform this second league brand into an essential flagship of worldwide prêt-à-porter. “By giving Philo Celine, we’re giving her a platform to express her vision,” said Pierre-Yves Roussel, chief executive officer of LVMH’s fashion division which owns Celine.
address: WWW.CELINE.COM
REVENUE MODEL
Present
There is no revenue model. The website is presenting the information about the company products variation that they are offering.
Recommendation
- Make On-Line Shopping that make the customer can purchase directly at anytime and anywhere.
- Financial Corporation can put their logo as advertising for branding activities. Ex: Master Card and Visa.
MARKET PLACE POSITION
Present
Manufacture
Recommendation
No Change
COMMERCIAL MODEL
Present
Celine’s Web Site is presenting the information about the company and its products. The information also a part of commercial activity because it can increase brand awareness and brand knowledge of Celine. But still without On-Line Shopping can’t get direct revenue.
Recommendation
Online Shopping with Fixed Price Sale, Celine should give the fixed price in selling its products. It also should provide different price for each country with each currency calculation.
TYPE
Present
Business to Customer
Recommendation
Celine should still use this type. Because Celine is the luxury brand so it must present the elegance without selling in high quantity.
LOCATION / PLACE OR PURCHASE
Present
Seller Controlled, where the seller has a total control of the trading activities. The seller assign the information that they think customer will be needed, the product they want to sell, and the price for each products.
Recommendation
No Change
Comparison to competitor website (LV)
LV (www.louisvuitton.com)
- Detail View (Zoom, Rotate) of the products
This feature enable customer to have a clear vision about the product from each angle. So the customer will be sure in order to purchase the product. - Have “Your Account” Menu
With this online account the customers are enable to:
- Purchase Louis Vuitton products
- Subcribe the Louis Vuitton News Letter and receive the latest updates
- Create a wish list of products to keep between visit to the website
This menu is Customer Relationship Management model. This will be useful for Customer Retention activity which can maintain the relationship between customer and company.
Suggestion to www.celine.com
Appear as one of the top line brands in fashion world, Celine must develop the website as one of their important aspect in developing their business. The website already gives enough information about the company and product. The website also provides brand knowledge and creates customer perception. But, according to my perception, the website is not interactive enough. So, Celine should make online-shopping like any other top line brands did. It can make Celine more competitive in fashion business.
Post a Comment