2019 REPORT

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 ABOUT COMPANY

Founded by Céline Vipiana in 1945

1500 employees around the world

95 stores worldwide

French fashion House

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 CÉLINE PRODUCT PORTFOLIO

READY TO WEAR JEWELLERY

CÉLINE PRODUCT
SHOES HANDBAGS
PORTFOLIO

SUNGLASSES LEATHER ACCESSORIES

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 BRAND VALUES

 One of CÉLINE’s most important values are innovation and timelessness

 The brand is known for their quality fabrics and strong silhouettes

 The use of craftsmanship and artisanal techniques is another key value for CÉLINE.

 The brand wants to create a considerate but also luxurious wardrobe for their customers.

“It is our vision for Céline to be renowned for the highest quality product available
in the industry today.”
(Céline, 2016)

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 CÉLINE BRAND POSITION

 CÉLINE has positioned itself as timeless and elegant

womenswear for ready-to-wear, bags and footwear in the
luxury fashion segment (Stanbury 2012).

 This is a Parisian luxury brand offering innovative and

timeless pieces designed for elegant women who are looking
for an effortless style.

 As presented in following positioning map, we see Céline

differentiated itself from its competitors by focusing on
minimalistic and contemporary concepts.

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 TARGET CONSUMER

Female

TARGET CONSUMER
o
o Age: 25-55
o Upper class
o Professional working women wearing minimalistic clothes
o High net worth individual
o Lives in fashion venues such as Paris, London, Milan etc.
o Active
o Fashion conscious

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CÉLINE BRAND IDENTITY PRISM

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 BUSINESS OBJECTIVES

Business Objectives:

Enhance Celine brand awareness

Increase market Share
Acquire new consumers and retain current customers
Create a scent equity; iconic scent (Brand Smell)
Ensure CÉLINE’s fragrance is clearly differentiated from the competitors through both its
benefits and appearance.
Increasing sustainability perception.

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 Sustainability

Supply Chain: produced in France, to reduce both the financial cost of

Sustainability transportation to its stores, and the environmental impact of car emissions.

Packaging: recyclable glass, recycled paper by using recycled paper, celine is

cutting back on chemical waste and helping maintain a sustainable forest and
being eco friendly.

Materials: natural products that can be sourced from sustainable plantations.

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THANK YOU
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