Roberto Cavalli Mood board

Cosmetic collection!

Spring summer Python print Eye shadow

Zebra print eye liner

Zebra print foundation 

Feather lipstick

Python mascara 

Competitors

Ansoff matrix

Market development: Roberto Cavalli is sold in 50 countries in Cavalli boutiques, department stores, and online. The brand expands every year to attract different markets.

Product development: Roberto Cavalli updates his brand every year and builds his brand portfolio by expanding to include other products such as perfume, accessories, handbags, time ware, and footwear in the Roberto Cavalli and Just Cavalli lines.

Market penetration: Through strong advertisement utilizing various forms of media, including social media, Roberto Cavalli increases his brand visibility and value. It is through strong campaigns and marketing that the brand's image and message reaches the target demographic successfully. 

Diversification: Roberto Cavalli has a home line which sells products for a new market and diversifies the brand. He has also expanded his brand to the food and entertainment sector with branded restaurants, cafes, and a club.

Looking at the Ansoff Matrix I suggest  what's missing from the Cavalli brand when compared with other brands is Cavalli cosmetics which I think  will be successful since Cavalli has established a strong brand image.  Cavalli will attract loyal customers and other customers interested in the cosmetics industry!

Brand Architecture!

Hierarchy:

The hierarchy illustrated below (figure 1) organizes the brand portfolio of the Cavalli brands starting with the Roberto Cavalli high end luxury brand. Then Just Cavalli.  Both offer ready to wear garments for both women and men and has expanded the collection to include hand bags, accessories, fragrances, time wear, and eye wear. Roberto Cavalli Class is slightly lower in quality and price than Just Cavalli and also offers products for men and women. Roberto Cavalli Teen and Newborn is available for boys and girls and, although the target demographic is younger, the lines project an identity and image that is cohesive with the overall Roberto Cavalli brand. The Cavalli brand promotes depth through expansion into other markets. Through diversification and strong quality control, the Roberto Cavalli brand has maintained its popularity and strong reputation among customers which contributes to higher demand and higher value. 

Figure 1

What makes Cavalli a strong brand?

Brand Identity:

 Cavallis brand has a strong identity illustrated in figure 2. Cavalli consumers are considered High class, confident fun and sexy cavalli is recognized for his prints and patterns used in his designs. In cavallis mind “excess is success” (Vogue,2014) doesn't believe in minimalism. His designs  capture cavallli love of nature mainly animal prints and anything that captures movement. Roberto Cavalli is known for the huge contrasting prints zebra stripes tiger patterns leopard spots, romantic blossoms, optical and photographic affects after the manner of contemporary artists.

“I’m not a designer I often tell myself instead I feel I am a transformer who takes even poor quality and using prints and colors to make it glamorous and desirable”.(vogue,2014) Dream travel, photography wild animals zebra tiger also sunset sea fish and forest. All his garments are created with the best and finest quality material such as muslin, silk, velvet, jersey, fur, denim and leather designed with many techniques such as embroidery, dyes, lighten or darken  “Cavalli garments tell of his dreams journey and love of nature women and everything beautiful”. (vogue,2014)

Brand awareness: is a combination of two elements “brand recognition” and “brand recall”.(Okonkwo, 2007,p113) Recognition involves  remembering the brand  when looking at other similar brands. Roberto cavalli awares people of his brand through different media such as print in the worlds famous magazines .videos  ,commercials online and on TV .Also through social media (further elaboration p28). This way the public will be able to recognize the brand after continuously seeing.  Consumers recall cavalli products for the reason that it is exposed to the public in many ways  the prints and techniques are noticeable in people minds.

Brand loyalty: “ Cavalli has achieved brand loyalty and this is one of the main reasons that lead to his success.  Cavalli loyal customers are mainly the celebrities who purchase from cavalli in high quantities and are less sensitive to price which is a great advantage to cavalli.  Cavalli achieved loyalty through attaining trust and an emotional attachment to his products ”.(Okonkwo, 2007,p119) . However, peoples relationship with the cavalli brand is changed from the products function to the symbol and “prestige” of high status. Brand loyalty is affected by the brands position in the market because cavalli is positioned   as a high-end brand and consumers consider it their top choice.  The factors that lead for cavalli to have loyal customers is the availability and high awarness of the different types of promotion offered (p25-30) to make the brand desirable and valuable in the eyes of the consumer .

Brand Equity . cavalli offers  distinctive qualities as explained in the brand identity of his unique style he creates a tangible assest and  a strong relationship to his products that people can relate to and by  expanding his product portfolio . Also creates an intangible aspect for offering services and socializing facilities (Brand stretch p29-30). Both aspects are achieved through brand awarness to add value to the brand.

Roberto Cavalli Objective and Purpose

Unique style is recognized worldwide and the brand will maintain success through diversification, modernized marketing, and continued innovation. Each year, Roberto Cavalli will continue to expand his brand and attract new customers, while aiming to retain loyal customers as well.

Characteristics : Characteristics of a successful brand include having a strong leader who has a clear vision. Cavalli had a clear  objective when he first started in 1970 and has continued with a clear vision as well. Since he began he has expanded his brand portfolio every year to make it more desirable, creating new designs to target other age groups and segments in the market.

The Cavalli brand is desirable among customers since it has a strong, recognizable image and significant celebrity endorsements. Celebrities such as Beyonce, Shakira, and Victoria Beckham wear Cavalli consistently on and off stage. Additionally, Cavalli is already sold in 50 places around the world, which proves how he understands the market, and strategically plans ahead. However, Cavalli aims to further develop and enlarge his brand's image and reputation as is evident in his expansion into new markets.

Brand Purpose: Cavalli's purpose is to make his image and identity recognizable to different target groups, reaching men and women of all shapes and size by developing an extensive brand portfolio. He aims to make the consumer feel beautiful, confident, and fashionable while wearing his garments.

Brand Value:  The purpose of the brand is what creates value and makes it desirable among customers. The Cavalli brand creates value through having a strong identity and maintaining a high quality.

 

Introduction

Cavalli is a successful, luxury brand which first appealed to consumers with its unique selling point- printed denim and leather garments created in the 1970s. Since then, Cavalli has built an empire including five distinct and varied brands.

The Cavalli brand is synonymous with luxury, exotic prints, glamour, and high quality.   Cavalli is known as one of the world's most creative designers showing new prints and techniques in every collection. The Italian designer is the first to offer such a combination of styles in one collection. As a result, Cavalli is one of the most favored designers of Hollywood designing for celebrities which creates exclusivity. He designs special orders made only for celebrities to wear on the red carpet and in world tours which increases his visibility and the brand image.

Roberto Cavalli and Just Cavalli are the two main lines that focus on womens' wear. The Cavalli brands aim to appeal to women with varied styles and sizes. Cavalli is known as an innovative designer who creates garments that are both beautiful and well made. The high quality materials used and the subsequent premium pricing contribute to the consumers' perception of Cavalli as a luxury brand. Just Cavalli is a diffusion line which is more affordable and accessible to more consumers. Cavalli, as mentioned above, has also started business in new markets such as the food industry and entertainment sector.