Missoni Brand Architecture Essay Example | Topics and Well Written Essays - 1500 words

Missoni Brand Architecture - Essay Example From this discussion it is clear that  Missoni has diversified as part of its brand extension, and ventured into other industries that are a continuation of the lifestyle that the company seeks to offer. In this case, it has ventured into the hotel industry and already established a number of high-end hotels in other locations being on the company’s overall plan. Currently, the company’s lines of operation include the signature Missoni line, which is the mother company with divestment into other famous Missoni lines. These lines include M Missoni, which is a less expensive line; Missoni Sports, which deals with sports apparel; Missoni perfumes; Missoni Home collection, which deals with furniture; and Hotel Missoni.This paper highlights that Missoni has taken a number of measures to ensure that it remains at a favourable position among its competitors. In the fashion industry, the key determinants of brand positioning are the pricing and the direction of the brand. In line with this, the direction of the brand is the target market that the company ventures in, with some companies focusing on conservative apparel while others focus on directional apparel. On the other hand, the pricing of the products that competitors in the industry offer determines the market offering cheap products for the lower class. For Missoni, the company primarily offers products that were conservative and luxurious in nature with these products being either in the fashion industry or in the hotel industry.  ... These products include the services offered in their hotels and the products popular in the fashion industry. As a luxury brand, Missoni competes with various brands for high-end markets in both the fashion and hotel industries (see Fig. 2). Figure 2: Brand Conceptual Map of Missoni Brand Positioning In order to position itself competitively in the luxurious fashion industry, Missoni has taken a number of measures to ensure that it remains at a favourable position among its competitors. In the fashion industry, the key determinants of brand positioning are the pricing and the direction of the brand (Manlow 156). In line with this, the direction of the brand is the target market that the company ventures in, with some companies focusing on conservative apparel while others focus on directional apparel (see Fig. 1). On the other hand, the pricing of the products that competitors in the industry offer determines the market offering cheap products for the lower class (Carroll). For Misso ni, the company primarily offers products that were conservative and luxurious in nature with these products being either in the fashion industry or in the hotel industry. However, to set itself apart, the company has carried out a number of measures that have ensured that the brand positioning was for unique and luxurious products in the competitive fashion industry. Brand Differentiation Missoni’s success has been a result of the differentiated products that it has continually offered to its clients. In this regard, brand differentiation focuses on creating products that cannot be easily counterfeited due to the unique nature of the products (Manlow 156). By creating a concept that is characteristic of