Presentation and Promotion.

The way in which Givenchy presents itself as a brand is interesting, unique, and effective. It uses catwalks, editorial shoots, television adverts to keep the consumer market inquisitive about the brand. There is a sense of alien elegance throughout the brand, including the packaging, the products itself, the photoshoots and even the website and shops. Givenchy uses this odd sense of style to bring the viewers in, and want to be part of the Givenchy network. The Presentation of the brand is continually luxurious, inviting and sleek, for example the counters at major stores such as Selfridges, which makes an outsider want to become part of the brand, thus selling their products and promoting this way of life. Givenchy is undeniably expensive, however, people with not so much money want to save to buy products from the collections and feel as if they are part of this lifestyle. I think that that the presentation of the brand supports the promotion of the brand, which is why I have combined these two into one blog post.


The stores themselves are presented in a minimalist manner, with very few products on show. This is not only to lessen the look of the shop being cluttered, but also to promote this idea that the products that are shown are of a high quality; it is quality over quantity. The use of just 5 bags on one shelving unit makes the shoppers subconsciously feel as if the products are one of a kind luxury items, and that because there are so little on show that not many people have them. This minimalist sense of style within the shops promote a sense of luxury and quality within the items. By showing their accessories in a glass showcase not only is for the safety of the products, but makes the viewer think about how important these items are to be shown in a museum-like glass case. The style of the two shops are slightly different, the Parisian store portrays the brand's heritage through the use of the patterned ceiling, showing how old the brand is. The marble floor promotes the luxurious and expensive taste to the shop, making the consumer think that if they buy a product from the store, you are part of this lifestyle. However, the store in Las Vegas is slightly different in the way the flooring is plain stone, whilst the walls remain white. This is to sell the products and place the focus on promoting the sale of items. The Parisian store is important to the brand as it makes the consumer feel as if they are at the home of Givenchy, whilst the Las Vegas store focuses on the sale of products. I visited the store in Selfridges on Oxford Street in London, and the layout was very similar to the Las Vegas store. I have to admit I felt a little inadequate to be entering such a luxury based shop, as usually you only enter a shop if you have enough money to buy from there.

Givenchy's Parisian Flagship store.

 

 

 

Givenchy's Las Vegas store.

This simplistic style is conveyed right through to the editorial images which are used to promote the clothing. The below images are just a couple of the many shoots where the style is minimalist. The focus is placed upon the women wearing the clothing through their placement within the photo, as well as using a rather simple background. The images are presented in such a minimalist manner, that further promotes the clothing, as the consumer wants to be part of this elite group of women.

 Givenchy promotes their products through not only the presentation of their stores, website and products, but through advertisements. Many advertisements use famous women, such as Liv Tyler, Julia Roberts and most recently Amanda Seyfried in the 'Live Irresistible' shoot. Using women like this promotes their brand, if celebrities endorse their products, then surely it is good enough for the general public. For Givenchy, it is about making consumers feel as if they are part of a brand that is unique, and luxury. The brand want people to feel luxurious and expensive through their products, whether it be clothing, accessories or beauty products and cosmetics. Many of their advertisement shoots feature a single women in the frame, who is powerful, independent and living the luxurious lifestyle that Givenchy provides. Women want to be the Givenchy girl. Often the Givenchy girl will be alongside a male who is trying to seduce her, such as the third image below. This promotes sexuality, and power, as the women don't seem to be tempted by the man. The use of seduction and lust helps to sell the products, as women want to feel this, and the product can help them do that.