Celine Brand Analysis

Celine was established by Parisian Celine Vipiana in 1945 as a children's shoe wear company, as an immediate success this pushed her into the women's clothing and accessories industry. 

Post war 1950's Celine had predicted a high desire for luxury goods and created her own range of luxury goods items. After a huge success the label launched a line of ladies clothing. By the late 1950s there were lines of Celine handbags and Celine shoes for women, The popularity of these items brought new clientele and represented an elegant turning point for the business

From the 1960's Celine had nothing to do but rise, providing popular lines of handbags, shoes and clothes which incorporated a new middle class market as well as the elite. During the 1970's Celine was known as an international luxury brand with stores situated all over the world. 

Vipiana believed that modern women did not need whimsical outfits, they needed chic clothes. The designer style of the brand was based around separates, the looks they created caught the imagination of modern women hungry for freedom and change. Celine collections were easy to wear and fundamentally Parisian yet global.

“Women grasped the idea immediately. They realized that Celine fashion was practical and easy care. The woman who travels can take lightweight things in one suitcase and remain neat and impeccable. For example wearing a skirt and blouse, which I made famous, was not in fashion”. In 2008 Phoebe Philo, the Paris born London based designer was appointed creative director of Céline. After graduating from Central Saint Martin’s in 1996 Philo went to work at Chloe with her friend Stella McCartney, becoming creative director of the label in 2001. In 2005 she was named British Designer of the Year and left Chloe in 2006 to spend more time with her family. In 2010 Philo was again named British Designer of the Year.

Celine as a brand doesn't use a lot of colour in an obvious way. The brand itself is a huge fan of colour blocking the process of putting colours that normally wouldn't go next to each other together. It has a colour palette of black, white, nautral and earth tones with a splash of colour.

Celine also uses pattern and has established it's very own 'Celine Check'. The main way in which Celine presents its elegance is through use of texture, the brand uses a lot of leather, silks and wools. 

Celines most famous and iconic product is the 'Celine bag' worn by celebrities all over the world. It is most famous due to its chic, elegant look and through Celines use of fabric and texture incorporated into their bags.

Brand Essence

The essence of a brand is shown through 4 separate sections attributes (what the brand stands for), promise (what the brand offers the customer), personality (who would the brand be) and the source of authority (what makes the brand credible). Within a recent seminar, after thoroughly discussing brand persuasion and what makes a brand, we created brand essence models. Firstly for the brand that we had currently been working on for module 1.

Tom Ford aims to make women feel confident and sexy, it promises this within it's clothes and personality. It derives it's sources of authority from 50's glamour and ambassadors such as Tom himself and Julianne Moore.

We then evaluated in pairs our day in the life of. Whilst doing this I picked a brand that I encountered to make a brand essence board, firstly without posting the name of the brand, for my partner to guess who it is, I created one on herbal essences which was correctly guessed. 

Herbal Essences is a luxury hair brand sold on the high street, it has many different attributes and personality traits as there is a wide range of flavoured shampoos and conditioners for different types of hair. It promises to do many things for all types of hair e.g undamage and smooth damaged hair. Its sources of authority come across in it's campaigns with the use of attractive models with amazing hair.