GIVENCHY

ASSIGNMNET BRIEF

Make a presentation on retail space of any brand of your choice(fashion, textile,

lifestyle, cosmetic of food brand).
Brand profile research must include-
-Brand history
-Product category
-Consumer Research
-Brand promotion (AD campaign)
-Brand Image + Brand look
-Inside Store visuals and material (Product display, Lighting, Colour, Store Layout,
fixtures and furniture, props, Graphics, Window display etc
BRAND HISTORY

Givenchy is a French luxury fashion and

perfume house. It hosts the brand of haute
couture clothing, accessories and Parfums
Givenchy, perfumes and cosmetics. The house
of Givenchy was founded in 1952 by designer
Hubert de Givenchy and is a member of
Chambre Syndicale de la Haute Couture et du
Pret-a-Porter. It is owned by luxury
conglomerate LVMH.
HUBERT DE GIVENCHY

Count Hubert James Marcel Taffin de

Givenchy was a French aristocrat and
fashion designer who founded the
house of Givenchy in 1952. He is famous
for having designed much of the
personal and professional wardrobe of
Audrey Hepburn and clothing for
Jacqueline Bouvier Kennedy. He was
named to the International Best
Dressed List Hall of Fame in 1970. He
was the first high fashion designer to
introduce a luxury ready-to-wear
clothing line.
RICCARDO TISCI

Riccardo Tisci is an Italian fashion designer. He studied in Italy at

the Design Istituto d’Arte Applicata in Cantù until the age of 17,
and then graduated from London's Central Saint Martins Academy
in 1999. In 2005, Tisci was given the title of creative director for
Givenchy Women's haute couture and ready-to-wear lines. In May
2008 he was additionally named as menswear and accessories
designer of the Givenchy men's division. Tisci's apparent
fascination with Gothic touches (dark, languid dresses for fall
couture) and space-age minimalism (one ready-to-wear show
featured white-clad models drifting around a sterile-white sphere)
has drawn new attention to the Givenchy brand.
GIVENCHY PRODUCT CATEGORY
GIVENCHY CONSUMER RESEARCH
GIVENCHY AD CAMPAIGNS

Tisci invited friend and fellow designer,

Donatella Versace to pose for a fall 2015 ad
campaign. Tisci dropped the bombshell on
his Instagram account, saying, “So proud
and honored to introduce my new ultimate
icon” and displaying a teaser image: A
portrait of the two Italian designers in
profile, like a two-headed coin.
Spring 2015: Tisci cast actress Julia Roberts
to appear in a campaign that telegraphs the
more classic side of the French fashion
house. He dressed Roberts in signature
Givenchy styles including a boxy jacket, lace
shirt and a tuxedo dress. For the campaign,
Tisci opted to showcase Roberts in more
“boyish” guise, with minimal hair and
makeup to exalt her striking features.
For his Spring 2011 Campaign he looked out
for strapping albino model Stephen
Thompson. In pale black-and-white
portraits shot by Mert Alas and Marcus
Piggott, Thompson appears along with
other Givenchy regulars like Mariacarla
Boscono, Daphne Groeneveld and Iris
Strubegger in overlapping exposures
reminiscent of fashion photography
experiments in the Fifties. During an
exclusive preview, Tisci explained that he’s
long admired albino people, reflected in the
pale flesh tones that are recurrent in his
fashions. “They’re very near my world,” he
enthused.
For his fall 2011 campaign, Tisci chose
transgender model Lea T, his longtime
personal assistant and, interestingly
enough, former fit model for his own line.
Longtime muse Mariacarla Boscono starred
in the spring 2013 campaign. “They are
people I love and who love me. It’s about
family — something that is difficult to find in
today’s world. It’s about real people, only
taking the best of their personalities, with
no effort,” stated Tisci.
Riccardo Tisci headed to the beach for
Givenchy’s spring-summer 2012 ad
campaign. But trust the Gothic designer to
bring a dark twist to the proceedings: Gisele
Bündchen, Mariacarla Boscono, Chris Moore
and Simone Nobili are shown posing with
black surfboards against darkening skies.
The designer described the atmosphere as
“the expression of a love story between a
surfer and a mermaid.”
For the Givenchy’s spring 2016 ad campaign,
one image shows a group of young, fresh-
faced models staring down at the floor-
mounted camera in Tisci’s frothy, lingerie-
inspired collection accompanied by a short
text by the singer Antony Hegarty, now
known as Anohni: “I am a child on the river,
and love waits downstream: A waterfall to
steal my breath, and change my mind,” it
reads in his tiny, tortured handwriting.
Keeping it real: That’s Riccardo Tisci’s new
mantra for Givenchy advertising.
While known for provocative campaigns
that have in the past featured transgender
and albino people, A-list actresses and even
a rival Italian designer, Tisci’s Fall ’16 effort is
all about making his fierce runway fashions
more legible — and approachable.
GIVENCHY LOGO
The current emblem was designed by Paul Barnes in 2003.
The Givenchy logo is simple and functional. The type is a
sans serif with classic proportions. All the letters are
capitalized, and there is generous breathing space
between them. As a result, the wordmark is perfectly
legible no matter what size it is, large or small. Sometimes,
the wordmark is used on its own but it also quite often
comes together with the Givenchy symbol. The symbol is
made up of the four letters “G” creating a distinctive
pattern, which looks like Celtic jewelry. In addition to the
main Givenchy logo, the company also uses a specialized
emblem for its fragrances. It is based on the primary
wordmark, which dominates the design. Above, the word
“Parfums” (French for “perfumes”) can be seen. It is much
smaller than the word “Givenchy.”