Celine Brand Positioning Research

Celine positions itself as a high end expensive luxury brand, creating a luxury sportswear look within its clothes. It has traditional, elegant, sophisticated international values with it's ready to wear garments. 

Its competitors include other luxury brands such as Bottega Venetta, Balenciaga, Louis Vuitton, Mark Jacobs and Chloe. One of its main competitors is Zara with how it can create more affordable clothes with an almost identical look.

Celine has also come under scrutiny though through how it supposedly copied a Geoffrey Beene coat photographed in 2004, shown below. Karl Lagerfeld stated that after seeing both images of the new collection coat and that of Beene that he was "shocked".