Celine- Final Presentation

This is our final Celine presentation. As a group we compiled all the information and also each had sections in which we had to present on our own. The presentation itself was 10 minutes long, previously timing ourselves we kept within the time limit. We mirrored the layout in each slide and kept true to the clean cut Celine look. 

 My contribution the team was the brands position within the market. Celine is a high end expensive luxury brand, positioned high in the market it has a network revenue of €172.2 million a year. Phoebe Philo for vogue in 2005 stated that "Everything we're doing is about going forward" meaning that the brand is always evolving to suit new trends and its consumer but always stays true to it's classic luxury style. I created a design equation depicting how Celine is an elegant, sophisticated, luxurious, classic brand. It specialises in high quality luxe sportswear and offers its consumers a feminine identity with an androgynous look. Its competitors include other high end luxury brands such as Bottega Venetta, Balenciaga, Michael Kors, Louis Vuitton and Chloe, and even copycat brands such as high street brand Zara. 

My other contribution was the making of the Invitation on photoshop, We looked at creating a specialist invitation in the form of a flight boarding pass mirroring the luggage theme. The invitation itself won't depict a lot of information just a date and note of secret location, this make the release more exclusive. We ill also make envelopes in the style of the classic diamond bag keeping part of its brand identity. 

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.