Maison LANVIN 2016 Company Analysis
Company Description
Lanvin is A French multinational company specializing in high fashion. Established in 1889, the company is presently more than 125 years old. At present, Lanvin is a reference to French fashion, Luxury, accessories and perfumes. Since its establishment, the company registered office remains the same at Faubourg in Paris. Jeanne Lanvin is renowned for her talents, and through her innovative talents, the company has become known for refinement, elegance and luxury globally. Start as a milliner, and later sell to Paris’s upper class, the company has built its name as a top company that designs ultra-feminine clothing marked with elaborate trimming that includes beading, embroidery, beading, and fragrances. Despite the success of Lanvin House, the company experienced a decline in sales towards the end of 20th century.
In 2001, Lanvin found a critical and financial success with the help of designer Alber Elbaz who used his technical and creative skills to design clothes, which women desired to wear. Lanvin is the oldest fashion house that is presently in operation. While the company designs the menswear, however, Lanvin is best loved by celebs, and editors, who buy womenswear exquisitely. Since 2001, Lanvin is flourishing in the fashion market. In 2005, Lucas Ossendrijver also signed collections with Lanvin Men assisting the company in designing and manufactures accessories, fashion apparel, and fragrances for both men and women. The company also offers small leather goods, handbags, and jewelry for women. Moreover, the company offers shoes, sunglasses sneakers and seasonal wears for men, and children. Lanvin sells their products through retail stores in Europe, the Unite States, Brazil, Middle East, and Miami.
The Lanvin objective is to update men and women’s Fashion by modernizing and updating classic pieces. Lavin objective matches c- Products and/or services
Lanvin products consist of clothing, accessories, apparel, jewelry, shoes, perfume, and purses. The company designs clothing for men, women and children. The men’s collection include t-shirts, trench coat, sweatpants and cardigans. The accessories consist of a hat, sunglasses, key ring, purse, scarf, wallet, and waist belt. The Lanvin women clothing are Denim Dresses, Coats, Jackets, Pants, Knits, Rompers, Skirts, and Tops. The 2016 Lanvin women products are jackets, long dress, shirts, evening dress, bracelets, outwear, skirts, shoulder bags, slippers, card holders and wallet.
2) Managing Creativity
a. Analysis of the company creativity model: commitment, approach, resources, results and fit
The Lanvin House has been able to manage creativity by selecting creative and talented leaders to manage the Lanvin House. However, the trend in Lanvin House creativity started from the owner, Jeanne Lanvin, who built the longest fashion house in the world. Jeanne Lanvin had one daughter, and the cloth she designed for her daughter was so appreciated and many mundane clienteles ordered the same cloth, which encouraged her to start the children collections. The collections were followed by a wedding, a fur and lingerie collections. In the 1920s, she started the sports’ collection and interior design. In 1926, Lanvin opened the boutiques all over France that comprised of men’s clothes collections. Typically, Jeanne Lanvin creativity was so superb making many clients order for a wide collection of high profile clothing. During her days, Lanvin was the first designer to view fashion as a lifestyle by viewing creativity as the things that encompass a wide area of fields, which include perfume, interior decoration, sportswear, lingerie, menswear and fur. By traveling around the world and she complied a travel diary and integrated her discovery into the French fashion. Lanvin used her ethnic fabrics, travel diary, and library art books to create fabrics, exclusive and pattern colors where the lame fabric was identified as one of her favorites. Lanvin was the first designer who designs for four seasons where each collection is more than 200 looks. Between 1867 and 1946, Lanvin featured in over 100 models. However, when Jeanne Vanlin reached the old age, her talents for creativity started declining.
However, Alber Elbaz joined Lanvin in 2001 as an artistic director. Alber introduced a new packaging and creativity into the fashion house. Alber used his artistic creativity by introducing different collections into the Lavin house. With creative innovation introduced by Alber, Lanvin has introduced different collections into 200 stores worldwide by 2010. As being revealed by Prestige (2015), Alber Elbaz is a true visionary influential fashion icon, artist, and a silhouette alchemist. Alber’s designing creativity revived the world oldest fashion Lanvin house. Typically, Lanvin house was considered as a sleeping beauty until Alber’s arrival in 2001 by using the elegance creativity to transform the Lanvin French fashion becoming a red carpet favorite. Since 2001, Lanvin logo stirs emotions. In the Parisian office, Alber Elbaz design is synonymous with prestige. Contrary to many designers who use the internet to design, Alber uses pen and paper to design. Through Alber creativity, Lavin’s estimated revenue reached $321 million (250 million euros) in 2014.
b. Analysis of company’s competitive advantage on creativity: is it sustainable? What makes the company unique in the fashion industry?
Brown, (2016) argues that innovative leaders can turn a creativity into competitive market advantages. While creativity and innovative is very critical for the success of an organization, the technological innovation and digital marketing has made new competitors emerge disrupting fashion companies faster than before. For example, the technological innovation is creating a new business while destroying the old businesses. Despite the influx of technological innovation in the fashion business, creative ideas are still critical for the competitive market advantages for the fashion business. The concept of creativity is an ability to come up with new ideas. Over the past decades, the creativity has become a hot topic in business and academic worlds, and has become the vital asset for an individual who is considering the management role. Over the years, leaders in the fashion business have integrated the concept of creativity to generate competitive market advantages. The global fashion market valued $3 trillion in 2014 and account for 2% of the world GDP ( gross domestic product). The sub-industries of the fashion industry are menswear, sportswear, and womenswear. The menswear markets valued $402 billion, however, womenswear valued $621 billion. Childrenswear market values were $186 billion while the sports footwear valued $90 billion and bridal wears worth $57 dollars. In France, the domestic market for the in fashion industry worth $43.3 billion.
Similarly, the global luxury industry worth $1.2 trillion in 2015 with the growth of 14.5% between 2014 and 2015. Typically, the average turnover of a fashion company is $3.6 billion, and the trends that make the industry achieving competitive market advantages are the integration of craftsmanship, and the digital revolution. However, France fashion industry is facing the stiff competitions from other countries. Moreover, the globalization and internet make different fashion companies to introduce their products online making the French fashion industry to face markets competitions. A report by the Euromonitor (2016) reveals that the French fashion market recorded a slight loss in 2015, an average unit price experiences a downward trend. The influx of low-priced brands and growth of online business also affects the fashion markets. Moreover, the search for bargains and discount are becoming stronger in France and globally, and consumers are willing to benefit more from the promotion. The sustainability is another issue affecting markets of the fashion products. Typically, many consumers are becoming critical to the environment sustainability. To attract environmental sustainable conscious customers, some brands have are offering the jeans manufactured with the recycle jeans.
Despite the competitions that the French fashion industry faces in the global environment, the Vanlin House has been able to achieve competitive market advantages because France is a leader in the fashion design. In France, fashion is an important part of French culture and French people are well-known for their good taste in fashion. The pret-a-porter, and Haute culture remain part of the French traditional life. Over the years, Vanlin designs fashion product that matches the tastes of French customers. Typically, France has been regarded as the center of high-end designing clothing, fashion, accessories and shoes that exude sophistication and elegance. Over the years, Vanlin House integrates the old stylish fashion into the modern day fashion business. Typically, Vanlin designers retain old stylish refinement and glamor in the design while incorporating the fresh styles using the innovative design approaches. The integration of the sustainable business approach has also made the company achieve the market competitive market advantages. For example, the company has started using recycled clothing to produce their new clothing. With the sustainability introduced in business,, Vanlin has realized the revenues of more than $167.4 Million Euro in 2015. The company has also recorded 7.3% sales growth between 2014 and 2015.
3) Organizational analysis
a. The company’s organizational structure
The Lanvin organization structure starts from Chairman and Managing Director named Shaw-Lan Wang. Other LANVIN’s executive team are as follows:
Title
Michele Huiban
Chief Executive Officer
M Ralph BARTEL
Director of Administration
M Jean GUYON
Administrator
Camilo Lopez
Chief Financial Officer
Philippe Israel
Chief Information Officer
Cecile Martel
Executive Vice President
Hailey Petrini
Executive Assistant to Vice President
M Pierre MALLEVAYS
Executive Team
M Laurent MOSCONI
Accountant and Auditor
b. Creative team and integration roles
Major creative team for Lanvin fashion business is Lucas Ossendrijver and Bouchra Jarrar. Lucas Ossendrijver joined Lanvin in 2006 to manage men’s line in order to strengthen Lanvin brand. Lucas launched the first Lanvin urban sneakers that have now been famous for its iconic to caps. In 2009, Lanvin received a mainstream press attention when Michele Obama was photographed wearing the Lanvin’s sneakers designed with metallic toe pink caps. Lucas also designs a new Lanvin silhouette modernizing the shape using the noble and innovative fabrics such as silk to match the contemporary innovative people tastes.
Lanvin House also appointed Bouchra Jarrar as the creative director in 2016. Typically, Bouchra possesses an extraordinary expertise who used her renowned mastery skills to design pieces such as a tuxedo, pea coats, motor jackets and blazers.
c. Recent Evolution and Trends
Trends in the fashion industry show that Vanlin will achieve positive growth rate in the in the next 5 and 10 years because the French fashion industry is experiencing a growth rate. In the last few years, France has recorded a progressive growth rate and consumer are likely to buy higher fashion products in the next few years. The development of internet retailing will increase the demand for fashion products. While the influx of low fashion brands is likely to affect Lanvin’s market shares, nevertheless, Lanvin SA has become a unique brand in France and loved by many buyers. Thus, the company will continue to enjoy market advantages based on its strong brand advantages. Moreover, the company will enjoy a growth rate in sales of womenswear based on the French economic improvements. In 2015, France recorded a growth in sales in 2015, and an improvement of the economic prospect of France will make a higher number of French women paying less attention to their spending habits. Moreover, a physical appearance is gaining an increased important in the French society, this habit will increase in the future increasing the sales of womenswear.
Reference
Brown, T. (2016). Leaders Can Turn Creativity into a Competitive Advantage. Harvard Business Review.
Chevalier, Michel (2012). Luxury Brand Management. Singapore: John Wiley & Sons.
Euromonitor (2016).Apparel and Footwear in France. Euromonitor.
Kirke, B., & Mallett, D. F. (2002). Lanvin. In T. Benbow-Pfalzgraf (Ed.), Contemporary Fashion (2nd ed., pp. 405-407). Detroit: St. James Press.
Prestige (2015). Alber Elbaz. Prestige issue 260.
Socha, M. (2007). TURNING PRAISE TO PROFITS: LANVIN GROWS VIA MORE STORES, PRODUCTS. WWD: Women’s Wear Daily, 194(112), 1.
