2. INTRODUCTION
• In the year 1983 , MOSCHINO was founded by Franco Moschino. The Italian luxury
brand is famous for its extravagant and unconventional concepts. It was originally
founded on the idea of “anti-fashion” and was also re-known for its parody of high
fashion
Franco Moschino died prematurely in 1994. His former assistant, Rossella Jardini, took
over the reins of the Italian brand becoming its Creative Director. Since 2009 she's been
assisted by the Managing Director Alessandro Varisco. Under their leadership, the
company has expanded all over the world, with boutiques in the five continents, from
Europe to China, the Middle East, New York and Russia. The Italian fashion house,
Moschino S.p.A., owned by Aeffe SpA (producer of Moschino since 1983) and Sportswear
International SpA (SINV HOLDING S.p.A. since 2006) now has a yearly turnover estimated
at 300 million Euro
• In the year 2013 , Jeremy Scott was appointed as the creative director of the brand.
3. • Moschino, fashion’s most rebellious and charismatic brand. The
reason for Barbie making a comeback and allowing over sized, over
colourful phone cases to be socially accepeted. This is a brand that
walks it’s own path and basically does whatever the hell it wants, and
we are major fans!
4. PRODUCTS
• Moschino has five product categories for women which includes :
accessories , bags ,shoes , fragrances and clothing and apparels.
• At the same time they also have the same products for men , such as
clothing and apparels ,accessories, shoes and fragrances.
5. PRODUCT LIFE CYCLE OF MOSCHINO:-
• INTRODUCTION:
• The latest introduction for Moschinoin the fashion market is the S/S 2017 collection.
• GROWTH:
• Prior to the introduction of the S/S 2017 collection , the pre collection of S/S was launch .
So the newly launch S/S collection is still in its growth stage.
• MATURITY:
• Moschino’s slogan such as “ I have nothing to wear so I wear Moschino” , “ I don’t speak
Italian but I speak moschino” etc which are printed on T-shirts. This products were apart
of the S/S 2014 collection.
• DECLINE:
• The items from F/W 2016 has been on clearance at 50-70% off.
6. PRICE
• 1) SKIMMING PRICING:- Skimming pricing works for Moschino in a way that
whenever there is a new collection it is being sold at a very high rate , so after
a while when the product loses its extreme popularity in the market , they set
the price at a more reasonable cost in order to gain a wider variety of
customers to purchase the product.
• 2) PRODUCT LINE PRICING:- This type of pricing typically means to set
different price points for different product which is at the same range . This
strategy is undertaken by Moschino so as to make their product available for a
wider range of customers.
• 3) PRESGTIGE PRICING:- Prestige pricing which is also known as premium
pricing is a strategy where product are being charged at a very high rate so as
to indicate that it is a luxurious product. Moschino also adopted this strategy
to indicate that they are luxurious as a brand.
7. PASSION
• Jeremy Scott who is the creative director of the fashion house has
turn American fastfood into a couture. This has won a lot of the
customer’s heart where the “M” symbol which stands for MOSCHINO
is somewhat blend with that of the “M” sign of McDonalds.
• Also there are few celebrities who are crazy over MOSCHINO , like
Miley Cyrus as it matches her queer , outlandish and hippie
personality. Few of the celebrities who love wearning moschinos are
Katy Perry , Rita Ora , Miley Cyrus and Jourdan Dunn.
8. PLEASURE
• What pleasurize the customers of Moschino is its pop-cultural
marketing which Jeremy Scott has laid forward where he paid tributes
for fast food chains like McDonalds , soda drink like Coca-cola and a
Barbie doll which creates a pop like culture in the minds of the
customers which is a definitive touchdown.
9. PURPOSE
• While Moschino’s garments may have accompanied a high-form
sticker price, Moschino was never short of a dubious explanation and
regularly jabbed fun at the business' "VICTIMS OF FASHION" who
were likewise, infact his clients: Moschino once said that his
approach is contradiction!
• In the course of the last couple of seasons we have seen Moschino re-
decipher the famous logos of Barbie, McDonalds and Coca Cola while
a short while back Scott sent down road wear styling out the catwalk
outlined with Looney Tunes characters. This has just expanded the
idolization of the vintage outlines, silk printed Moschino pants and
logoed denim are a portion of the Internet's most pined for web takes
10. PEOPLE
• Mochino has its strong social media presence with 6million followers
on Instagram, 425k followers on twitter and more than a million likes
on its facebook page. Moschino is using its social media platforms to
reach out to its million fans on a day to day basis. It is arguably one of
the most effective promotional platform especially with its 6million
followers on instagram , it therefore is a fundamental tool for the
brand to reach out the mass online followers.
• Moschino has also launched its mobile site which allows the
customers to get in touch with the runway looks and styles , watch
the videos and also share their likes as per the brand’s activity with
their friends / families through a series of social media platform.
11. • Moschino keeps on connecting with people using social media and a
growing inter-connected mobile world as a platform to share “in the
moment” updates about the collaborations it has made and yet to be
made, its work related and also its upcoming new collections.
