Beauty and The Brand: Price Point

As Givenchy is such a well-established, french fashion house, the prices of the products have to reflect this. Givenchy aim to create luxury items, which means that much of the products come with a luxury price tag. However, this ranges depending on what items you buy. The clothing typically starts at about £300 - the lowest costing item in Selfridges today is £320 for a cotton jersey T-Shirt with the slogan 'I feel love' emblazoned across it. I have done some research into Selfridges and the items of clothing they stock, as well as the prices. I have included the cheapest item first, all the way until the most expensive. Givenchy stock a range of clothing items for both men and women within Selfridges, but it is clear that much of the clothing styles are casual items, such as T-Shirts with phrases written on them. Of course there are the more expensive items which are typically dresses and more formal clothing, however I think that Givenchy have chosen to release this range of styles to compete for a younger target audience. I feel that the more casual, cheaper items such as the top below is aiming for young-adults, whilst the more expensive, formal clothing items are aimed more towards the elder generations, who typically have more money than younger adults. I feel that Givenchy have tried to cater for a wider target audience, and their prices reflect that, whilst still keeping the brand luxurious.


'I feel love' Cotton Jersey T-Shirt - £320 at Selfridges.

'Givenchy Paris' Burnout Cotton Jersey T-Shirt - £440 at Selfridges.

Cutaway Shoulder Crepe Dress - £1135 at Selfridges.

Chain Embellished Lace Gown - £8950 at Selfridges.

Another example of Givenchy tackling a larger target audience is through their accessories line, which once again ranges in price. Starting at £85 is an iPhone case, all the way through to a pearl necklace for £890. I think that Givenchy have begun to release their own iPhone and iPad cases to bring in the younger generations, and pricing them so low (for the brand) will bring in a younger audience, as they think it is a bargain to get a designer case for £85 when the majority of products are over £350.

Logo iPhone 6 Case - £85 at Selfridges.

Jewel Drop Nose Ring - £140.

Bambi Print iPad sleeve - £195 at Selfridges.

Pearl Necklace - £890.

Within the Beauty Products, Givenchy's prices are significantly lower. As Selfridges do not stock Givenchy Beauty, I went to Debenhams to find out about the price range. The prices for the Makeup Products ranged from £16 to £47.50, which is very similar to that of Chanel, Estee Lauder and Smashbox. I found this interesting, as the company is competing with so many other Makeup brands, that they have lowered their prices. I think if they kept with a high designer price-tag for items such as foundations, their target audience would be reduced significantly.

Givenchy Kohl Couture Waterproof Eyeliner - £16 at Debenhams.

Givenchy Teint Couture Concealer - £24 at Debenhams.

Givenchy Photo'Perfexion - 25ml for £34.50

Givenchy Radically No Surgetics Age Defying & Perfecting Foundation - 25ml for £47.50.

The Beauty products within Givenchy's Beauty collection has a larger range in prices. Their beauty products range from £19 to £269, which is a lot more than the Makeup Range. I think this is due to the fact that the more expensive beauty products are remedies for aging skin and firming the skin, which many elder women and men want, to help keep themselves looking younger for longer. The more expensive products are generally aimed for the elder consumer market, whilst the cheaper products are cleansers, BB Creams and Luminising Products, which can be used on younger skin.