Elie Saab Company.

History and key figures

"Elie Saab" is a fashionable brand which specializes on production of accessories,

the wedding dresses, ready-to-wear clothes. The main office of a brand is located
in the Lebanese city of Beirut. The company has also masterful in Milan and Paris.
Total number of boutiques of a brand exceeds number 60.

The beginning .

Elie Saab – the founder of the company was born in the city of Beirut on June 4th
the 1964th year. Already since the childhood parents saw in it interest to design
business: Already at six-year age Saab started drawing the first sketches, to cut and
sew for sisters different dresses from old curtains. After a while he started selling
clothes to neighbors.

In the 1981st year young Saab moves to the capital of France to study design craft.
It returns home a year later. Then Saab founds own company in Beirut. It should be
noted that he then was only 18 years old.

First steps .

The first display of clothes from the young designer took place in his hometown. In
the 90th years the brand becomes popular worldwide. The first orders from the
European countries, in particular from France and Switzerland began to arrive.

In the 1997th year the Lebanese brand officially is a part of the Italian National
Fashion house, having become the first not the Italian brand which managed it.
Then the collection of clothes of the Lebanese company was for the first time
shown outside the native land – in Rome. A year later in Milan display pret-a-
porter fashion line took place.

Still the great popularity waited the company in the 2002nd year when on an award
ceremony of Oscar the world famous actress Halle Berri appeared on a red path in
a dress from Elie Saab. In May of the next year the founder of the Lebanese brand
receives the invitation to become the member of Syndicate of Haute couture in
Paris. The same year the new collection of a brand is shown in the capital of
France.

Promotion.

The first monobranded boutique of the company appears in Beirut in the 2005th
year. The boutique settles down in the downtown, on 5м a floor of one of the most
magnificent buildings of the city. In the neighborhood with shop the brand
headquarters, and also a workshop open. The first boutique of the company outside
Lebanon opens only two years later – in the 2007th year. The Champs Elysée in
Paris become a place of opening of new boutique. One more year, boutique of a
brand later appears in the capital of Great Britain. Popularity of the company
continues to grow. To become the proof of it the statement of the authoritative
French edition "Le Figaro" according to which the Lebanese company is one of the
most demanded in the world.

In the 2009th year the Lebanese company officially declares the conclusion of the
contract with the perfumery company "Beaute Prestige International" popular
around the world. According to the contract, cooperation of the companies had to
last till 2011th year. Up to the term end perfumery diggings I had to assume
production of perfumery of the Elie Saab brand.
"CREATION OF THE PERFUMERY LINE BECAME ONE OF THE MOST IMPORTANT STEPS IN BRAND
DEVELOPMENT . AS THE PARTNER WE CHOSE BPI AS IN OUR OPINION , THIS COMPANY WILL BE ABLE TO
EMBODY OUR AMBITIONS IN REALITY ".
ELIE SAAB

The Lebanese brand continued to expand the range in the 2010th year. Then Saab
signs the new contract with the Weyves International Company. The company is
the world famous producer of yachts who acts on the territory of Britain.
According to the new contract the Lebanese company had to develop interior
design and an exterior of new magnificent yachts of the British company.
"CREATION OF DESIGN OF YACHTS, AND ALSO PARTICIPATION IN ORIGIN OF LIFE OF SIMILAR ART ARE
EXCELLENT OPPORTUNITIES FOR FURTHER EXPANSION OF A BRAND ".
ELIE SAAB

In the 2010th year the monobranded boutique of the Lebanese brand appears in
"Dubai Mall" popular around the world in the United Arab Emirates.The same year
the Lebanese brand represents the first collection of wedding dresses in Paris.

Expansion of a brand proceeds in the 2011th year when admirers of the company
have an opportunity to acquire Elie Saab production in multibrand shops around
the world. Same year the company represents the first perfume which receives the
name "Elie Saab Le Parfum". Together with the first aroma means on care of a
body are issued also.

Carly Klos's world famous model acts as the person of the autumn and winter
advertizing company of the Lebanese brand of the 2012-2013th years. Within the
new company the brand lets out cocktail dresses, dresses cases, and also trouser
suits. All collection is executed in reserved flowers.
Celebrities about the Lebanese brand.

As affected above, the Hollywood actress Halle Berri who appeared in a dress of
the Burgundian shade on the Film academy award ceremony in the 2002nd year
became the first star which has chosen a dress of the Lebanese company.

Eight years later – in the 2010th year the actress Dakota Fanning appeared in a
cocktail Elie Saab dress on the prime minister of the movie "The Runaways" in the
American city of New York. The same year Gwyneth Paltrow put on an evening
dress from the Lebanese brand for ceremonies of delivery of the awards "Laureus
World Sports Awards".

From time to time in dresses from a brand there are such celebrities, as Rachelle
McAdams, Anna Kendrick, Rihanna, Hilary Suonk, Dita von Teese and others. In
the 2011th year Mila Kunis appeared on the next award the Oscar in a lilac dress
from Elie Saab brand. On a premiere of the film "Sex on Friendship" in Moscow
the same actress appeared in a white Saab dress.
 1.What is ES’s core business ? Use a known instrument to analyze it.

1) Organizational structure :

The Group was organized around 2 main functions

Creative function Business function

Total employee base of 150 as of 2012 in 3 different locations

130 were located in 15 were located in 5 were located in

Beirut the Paris handling the Harrods store,
headquarters of Elie Sales, London handling
Saab Communication and mostly the sales
Public relation and activities
administrative tasks

2) Core business :

1.Haute Couture

- Elie Saab provided personalized service for the customers buying these products.

- Customers consulted with him on color, designs, fit, hairstyle and jewelry
selection.

- Saab insisted on the finest details, including the finest detailing, including hand-
made beading and embroidery.
2.RTW(Ready to wear)

- It included casual wears but also had semi formal gown collection.

- Elie Saab outsourced the RTW line production to very select manufacturers in
Europe, mainly in Italy and France.

3.Wedding dresses

- The wedding dresses were classified as either the Haute Couture or the RTW.

- The dresses were sold through the ES Couture salons in Beirut and Paris.

- Elie Saab made the wedding gown for Countess Stephanie of Lannoy,
Luxemburg.

4.Accessories

- The accessories line included shoes, handbags, scarves, jewelery, belts, fragrance
and cosmetics.