MOSCHINO COMPANY

UNIVERSITY SANTO TOMAS

INTERNATIONAL MARKETING

MARIA CAMILA ZULETA CENTURIÓN

VILLAVICENCIO META

2021
The great and renowned brand “Moschino” is one of the most successful and famous

companies in the world. This organization develops in the demanding world of fashion

where innovation, creativity and class take a large part of the activity. This firm was born in

the early eighties thanks to the renowned designer Franco Moschino, who initially created

inexpensive, useful and practical suits, what he did not know was that his brand, after a

long history, would become a highly prestigious badge , identifying themselves as the most

extravagant, graphic, iconic and fun clothing ever seen.

This is where we recognize the added value of the “Moschino” brand. What makes it

unique and positions it as one of the best against the great competition that exists in the

world of fashion is that it truly stands out for its originality and extravagance. "Moschino"

without a doubt, is out of the ordinary, and thus manages to identify with those people who

wish to stand out from the ordinary and usual universe. The idea in which Moschino moves

is quite striking, unique and unrepeatable, which makes it highly attractive worldwide. One

of the pillars on which the Italian brand was founded was the presence of an irreverent and

rebellious spirit, which together with the irony and extravagance of its suits gave a

complete turn to the conservative and endogamous world of fashion, positioning itself as

successful pioneers of the brand. After the death of franco, there was no choice but to

continue his legacy, Franco always affirmed that “emotions are the fuel of life” and

therefore, when Jeremy Scott was appointed as the new creative director, he decided to

remain faithful to this legacy by innovating and creating new sources of inspiration for all

those who decide to have contact with the prestigious brand.

The message that Moschino intends to communicate to its target audience is precisely to

stand out for the extravagance and originality that is intrinsic in the identity of each person,

which makes it unique and unrepeatable. What Moschino aims to achieve is that its

customers feel satisfied to express how unique they feel in each of their garments. The

target market for this prestigious brand are people of fame and influence in different media,

making Moschino a truly exclusive brand that not just anyone can acquire.

The strategies that the prestigious brand has developed, in the first place, are related to the

advertising and marketing of famous figures such as Ariana Grande, Rihana and other

artists who have mostly developed in the world of pop music. The life of an artist is

dreamy, crazy, fun, and extravagant enough for Moschino to give himself the opportunity

to dress each of these artists on the acclaimed stages of music shows and major events of

fame. The brand's reach with this strategy has been world-class, and it is increasingly

recognized, acclaimed and desired by many. In just a few years of managing the brand

under Jeremy Scott, it has been possible to put the brand on everyone's lips, resurrect the

provocative spirit, shake up the networks and skyrocket sales thanks to the ingenuity and

creativity that Moschino offers in each one of their products.

In addition to social networks, Moschino handles other types of strategies related to brand

recognition thanks to the creation of fashion shows according to the seasons of the year,

where there are runways full of prestigious and recognized models that carry each of the

designs with great elegance. and pride. Moschino even revolutionizes the gadget industry;

people see his designs and immediately want to wear them. This company manages

Marketing strategies, such as fashion shows, for the growth of the company. It is said that

the staging are so attractive that they manage to skyrocket sales and shake up the social
media and communication networks. According to sources from the Italian brand, the first

10 days after the show, Moschino reached the peak of sales of the season. Moschino offers

never-before-seen products, original bags with iconic figures, fantasy designs, Barbie

mirrors, teddy bears, extravagant clothes worn by models like Gigi Hadid and Irina Shayk,

parades on fire, and other symbolism that you will not find in any other Mark. Even Britney

Spears' iconic stewardess dress used in her Toxic video was designed by the brand.

Even with the pandemic and the issue of covid 19 they decided to reinvent themselves and

make alliances with other brands exploring new fields such as the world of sportswear in

conjunction with "Adidas" and of course they continued dressing different celebrities such

as Miley Cyrus and Zendaya acquiring new challenges professionals who made the

innovation and recognition of the brand grow.

REFERENCES
 El país (2017) “Moschino, pop para las masas” recuperado de:
https://smoda.elpais.com/moda/actualidad/moschino-moda-jeremy-
scott/
 Fashion network (2013) “Moschino: Jeremy Scott,nuevo director
creativo” recuperado de:
https://pe.fashionnetwork.com/news/moschino-jeremy-scott-nuevo-
director-creativo,365328.html