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Fashion Marketing-Brioni Essay Example

Fashion Marketing Fashion Marketing-Brioni Essay Fashion Marketing-Brioni Essay BRIONI HISTORY: Brioni is an Italian fashion house founded in 1945 by Nazareno Fonticoli and Gaetano Savini. In 1990,Umberto Angeloni became CEO of Brioni. It specialises in the sale of hand-made suits. Brioni’s first fashion show was held in 1952 at the Pitti Palace, Florence. The show gave the company world wide exposure. In 1954, the Brioni held the fashion show in New York City, followed by shows in eight other American cities. That year Brioni opened new shops on both sides of the Atlantic. MAIN COMPETITORS: Men’s wear: Ferragamo Ermenegildo Zegna Hugo Boss Giorgio Armani Gianni Versace According to the results of the 2011 Luxury Brand Status Index (LBSI) Brioni is the top men’s luxury fashion brand of the year. Women’s wear: Hugo boss Polo Ralph Lauren Zegna (Agnona) Hermes Prada Louis Vuitton KEY DATES: 1945 Brioni opens a tailor shop in Rome 1961 Brioni begins distribution to the United States 1978 Brioni opens its own tailoring school 1982 A retail shop is opened in New York 1990 Umberto Angeloni is named chief executive officer 1995 Pierce Brosnan, in the James Bond film Goldeneye, wears a Brioni suit 2002 Brioni opened its first two womens apparel stores in Milan and New York ESTABLISHMENT OF WOMEN’S LINE: (Donna Brioni): As Brioni prepared for the future, the esteem accorded to its brand name was as strong as ever. Although Angeloni consistently tempered any growth of the companys retail network by insisting the development of a retail chain was not in the companys future, the number of Brioni shops increased, nonetheless. In 2002, the company opened its first freestanding womens store in Milan followed by a second womens store in New York later that year. WOMEN’S LINE TEN YEARS ON: Brioni, known for its menswear announced in Q3 2011 that it has ended its women’s wear line, the fall/winter collection currently in stores being the last one. The women’s fashion show was scheduled for 25th September during Milan Fashion Week which was subsequently cancelled. Brioni’s women’s line has had a rocky history since launch, underperforming in most markets. Alessandro Dell’acqua was named creative Director for Brioni’s women line in May 2010. The Company has ended its contract with the creative director and also has closed its Brionis Italian plant in September 2011, which exclusively manufactured the women-wear collections. : The company’s decision to end its women’s line is motivated by its need to concentrate on its core business, men’s wear and accessories. There’s also news that PPR/Gucci group started negotiating a buyout of Brioni in July; however a deal is yet to be reached Bibliography: brioni. com luxuryinstitute. com fundinguniverse. com http://article. wn. com enotes. com elegant-lifestyle. com cpp-luxury. com

The comparative analysis of The Secret Life of Walter Mitty and The Essay

The comparative analysis of The Secret Life of Walter Mitty and The Necklace - Essay Example The comparative analysis of â€Å"The Secret Life of Walter Mitty† and â€Å"The Necklace† To begin with, James Thurber’s â€Å"The Secret Life of Walter Mitty† and Guy de Maupassant’s â€Å"The Necklace† have much in common thematically. Specifically, both of them examine relationships between a husband and a wife in a marriage. Even more, both stories center on roles played by major characters in marriage. For example, in â€Å"The Secret Life of Walter Mitty†, James Thurber creates a portrayal of a marriage which is not typical at all. The protagonist Mr Walter Mitty is husband to a woman who plays a dominant role. The way she acts may even be called authoritarian. Besides, she bears the burden of duties typical for a male partner in a marriage. In particular, Mr Mitty’s wife runs the house. In this context, whatever happens, Mrs Mitty behaves as if she was Mr Mitty’s boss. At the same time, Mr Mitty is treated as if he was of a considerably lower status. Having taken up Mr Mitty’s role, his wife acts in a manner t ypical for a man rather than a woman. Respectively, Walter performs the role of a woman in marriage, a child, or whatever Mrs Mitty thinks he is. To illustrate, once Mrs Mitty returns home from the hairdresser’s and meets Walter in a hotel, she pushes him in shoulder and addresses her husband in a rough manner not typical for a woman. Because of this, their conversation looks more like quarrelling. For instance, â€Å"Something struck his shoulder. â€Å"I've been looking all over this hotel for you,† said Mrs. Mitty. â€Å"Why do you have to hide in this old chair? How did you expect me to find you?† â€Å"Things close in,† said Walter Mitty vaguely. â€Å"What?† Mrs. Mitty said. â€Å"Did you get the what's-its-name? The puppy biscuit? What's in that box?† (Thurber, 2011) The foregoing example and other examples in the story allow claiming that Mr Mitty’s wife has such character traits that evidence her masculinity. Apparently, she is a kind of a woman that is not likely to be admired by men. Indeed, her masculinity and acting in a manlike manner would divert any typical male. On a similar note, one of the themes explored by Guy de Maupassant in â€Å"The Necklace† is relationship as well as gender roles within marriage. Yet, the contrasting point is that the woman in the marriage portrayed in the story is very feminine. Unlike Mr Mitty’s spouse, Mathilde is described as â€Å"beautiful† as well as â€Å"charming†, the one who longs to be adored by men. Evidently, this desire is the greatest motive to get expensive things. For example, in the story â€Å"She had no dresses, no jewelry, nothing. And she loved nothing else; she felt herself made for that only. She would so much have liked to please, to be envied, to be seductive and sought after† (Maupassant, 2011). Apart from this, Mathilde’s femininity is demonstrated by her excessive sensitivity and overwhelming emot ions. This adds up to her feminine image especially with the male-dominated world in the background. Also, both stories enjoy the common theme of escapism. To specify, in Thurber’s â€Å"The Secret Life of Walter Mitty†, escapism is the central theme. Walter Mitty is described as â€Å"a middle-aged, middle-class man who escapes from the routine drudgery of his suburban life