MOSCHINO Brand analysis

By Nazgul Makhayeva 1918935

Fashion branding&customer experience

Prof. F. Corsini & R. Ando

Sapienza university of Rome

Rome, 2020
 CONTENTS

INTRODUCTION………………………………………………………………………………………………………………….

BRAND IDENTITY:

Mission and vision……………………………………………………………………….

Brand value propositions and DNA……………………………………………………………………………………
Competitors………………………………………………………………………………….
Kapferer’s prism……………………………………………………………………..

BRAND IMAGE:

Symbol/Visuals………………………………………………………………………………….
Products……………………………………………………………………………………………………….
Organization…………………………………………
Personality………………………………………………………………………………….
Communication mix………………………

ANALYSIS OF CONSUMER PERCEPTION:

India…………………………………
Czech Republic……………………
Kazakhstan………………………………

CONCLUSION…………………………………..

BIBLIOGRAPHY……………………………………………..
EXECUTIVE SUMMARY

MOSCHINO has been captivator of imagination of the youth, comical, daring, eccentric and
sometimes controversial character for many years now. It’s a fashion house perhaps most
recognisable for its satire and ironic approach to some classic childhood nostalgia, including
collection inspired by childhood’s favourites spongebag and Barbie. Simultaneously its
capability of producing luxury fashion for the high end, upper class market scratches only the
surface as to how far this brand has come since its birth by Franco Moschino in 1983. With high
profile celebrity collaboration and a fresh new look since the introduction of Jeremy Scott as
the new creative director a couple of years ago, Moschino has recaptured the medias attention
after a few years in the background. With features of primary and secondary resources, we
delve into the wonderful and crazy fashion world of Moschino
INTRODUCTION
Moschino has often been referred to as Italian Fashion’s rebellious little sister. It’s a label
probably most recognisable for its surreal interpretation of Fashion. It’s daring and occasionally
controversial, approach to haute couture and ready to wear see’s previous, iconic collections
drawing inspirations from Barbie, Mc Donalds, Pills and even Cigarettes. Franco Moschino’s
adaptation of pop culture began in 1983 but today’s injection of youthful taste is very much
owned to that of current owner/creative director Jeremy Scott. Based in the fashion capital,
Milan, Italy , Moschino currently now has over 150 boutiques worldwide, as well as being
featured in luxury department stores such as Selfridge’s
Moschino was born creative in year 1969. With keen eye for fashion, Moschino collaborated as
a creative consultant for other manufacturers such as Aspesi and as Gianna Versace’s
Illustrator, until he decided to set up his own fashion empire in 1983.
Despite lacking the technical dressmaking abilities, Moschino’s artistic flare enabled him to
quickly expand his playful collections , consisting of quirky takes on staples such as jeans, denim
wear, jumpers, jackets, handbags and footwear.
After Franco Moschino’s unfortunate sudden death in 1994, creative director at the time
Rosella Jardini took over as head of the Fashion House. However in 2013 this role was handed
down to celeb-friendly designer Jeremy Scott, who has helped to secure Moschino’s place in
high Fashion, in even increasingly competitive Industry. Moschino is currently comfortable
situated in luxury fashion Market; with some arguably bank breaking garments, it takes a fairly
hefty price to look this comically classy.
It’s playful approach to fashion keeps the brands general image feeling fresh-faced and leaving
consumers intrigued for more.

HISTORY
DESIGNER: FRANCO MOSCHINO
Moschino founded by Franco Moschino in 1983, that same year the first women's collection was
presented followed by the first men's collection one year later. was Franco After a few years the
brand launched "Moschino Jeans", known today as "Love Moschino". Moschino was also among
the first luxury brands to cater to a larger
audience by launching a more affordable line
"Moschino Cheap and Chick" now called
Moschino Boutique. After Franco Moschino's
death, the brand continued under the direction
of Rosella Jardini, Moschino's right hand, who
shared his vision of society but had a different
mission. Her designs were a little less irreverent
than before and focused more on the aesthetics
of fashion. In 1999 the brand was taken over by
the Aeffa group, which helped Moschino to
expand and enter new markets. In 2014, Jeremy
Scott became the new creative director of
Moschino. He brought the irreverence and
humour back in Moschino's collections.
The society in the 1980s inspired Franco
Moschino to launch his own fashion brand, which
according to him was "a tool to reflect ironically
on society." Franco Moschino was a fine arts
student who originally aspired to be a painter.
During his studies, he worked as an illustrator for
major magazines and fashion brands. Even
though, he was working in fashion, he never
shared the values of the industry. Overtime he
developed his view of fashion as an industry which victimises society and promotes
consumerism. Through his brand, Moschino, he openly mocked the fashion system and this
irreverence of his was a dominant theme in all his collections. Replacing classical catwalk
presentations with private showings and raising social awareness campaigns towards drug abuse,
climate change, violence, consumerism, pollution, racism and the aids crisis, were some of the
initiatives Moschino carried out as a luxury brand. Franco Moschino was not just a designer, but
a spin doctor who was known to laugh with his clients rather than at them.
DESIGNER: JEREMY SCOTT
Current Creative Director of Moschino, Jeremy Scott, criticise
society and fashion as intensely consumption of images in the
digital world, capsule collections and the overdose doesn't of
yearly collections by the fashion industry, but he has definitely
not been as out spoken and critical as Franco Moschino was.
Franco himself did, and shies away from using surrealism in his
designs. With a reputation as "Pop Culture's most irreverent
designer", he views fashion something should be fun and not
which serious. He regularly uses cultural references in his
collections and is very active on social media. The result is the
brand growing in terms of its awareness and profitability.
A recent example would collaboration be the Moschino with H&M, order 01 approach clientele,
thus boosting up younger their google search results by 70% in November 20I8. His recent
collections have awareness against fast fashion, overtly high raised consumption of images in the
digital world, capsule collections and the overdose of yearly collections by the fashion industry,
but he has definitely not been as out spoken and critical as Franco Moschino was.
Since Jeremy Scott took over, he has completely turned Moschino around with the infusion of
symbolism and pop culture into the contemporary brand. He uses these identifiers, and has
added commercial culture icons, incorporating mass symbols ranging from McDonald's and Coca-
Cola to "Sponge Bob" and "The Simpsons." He uses contemporary symbols since the symbols of
the late 20th century changed meaning as time goes by. Also, the current society does not relate
to classical symbolism as in the past.
Moschino has been extremely over the last few years and Scott's strategy has worked very well,
but it isn't clearly evident why Moschino is selling so profitable well. Jeremy Scott has not chosen
his contemporary symbols at random; these symbols have always been in the news, when new
collections were created. Below is a chart, based covering research every collection Moschino
showed, since
Jeremy Scott
became the new
creative director.
 Mission and vision
Brand identity starts from defining the vision of the brand - what it wants to accomplish and
the mission – is a statement of how it is going to achieve the vision.
The vision of Moschino:
“Diventare il leader del marcato con un servizio eccelente, adattando per la qualita degli standard
di vita e qualita del prodotto” – “to become a market leader with an excellent service, adapting
to the life quality standards and a quality of the products”.
The mission of Moschino:
“Fornire un servizio eccelente, attento e cordiale per tutti i clienti” which can be translated as “to
provide an excellent, attentive and friendly service to all our customers”
Along with the mission statement a brand describes a certain ways of operating, the main
principles – they are called brand values. The
values of Moschino:
- Quality
- Customer satisfaction
- Productivity
- Innovation
- Teamwork

A brand refers to these values when it comes

to making decisions on the way of achieving
its goals.
As we can see from above, Moschino
has an ambition to be a market leader and the
brand guarantees to provide the best quality
and the highest service level to satisfy their
customer needs.
Moschino FW’19 ad campaign

Brand value propositions and DNA

Competitors

For this research we have defined the

following brands as Moschino’s competitors in a world of fashion by such criterias as style (colorful,
original, unique), commitment to the quality and one price range:

1) Marc Jacobs (USA)

2) Marni (Italy)

3) Balenciaga (France)

Marc Jacobs was born in New York and has founded his own brand in 1984, after being recognized
and awarded as the young and super talented fashion designer. For thirty years Marc Jacobs has been
influencing fashion world with his unique, uncommonly frank and brilliantly outspoken style that
doesn’t follow the rules. His every fashion show brings an element of surprise. There are over 200 retail
stores in 80 countries. Marc Jacobs has launched a perfume line, book and stationary store, cosmetics
along with the women’s, men’s, kids’ clothing, shoes and accessories lines.
 Marni is an Italian fashion house that was founded in 1994 by Consuelo Castiglioni – a swiss woman
designer. A brand is recognized worldwide for its women's, men's and kid's ready-to-wear and
accessories collections. Marni style is usually described as “artistic”, “feminine”, “funky” and “offbeat”.
Made for people who are fond of curious and sophisticated style of fashion. Marni has a unique and
special design and style, this brand is not afraid of being odd, mixing colors and come up with eccentric
message. Creative director – Francesco Risso, as of 2016.

Balenciaga is a luxury fashion house founded in France in 1955, by the designer named Cristobal
Balenciaga, who was coming from Spain. A brand is known for innovativeness, creating avant-garde
pieces and the drama of fashion. Today’s Balenciaga is forecasting the future and setting new trends
that’s why it is so popular among influential fashion figures and celebrities. Creative director – Demna
Gvasalia, as of 2015.

Let’s make a comparison analysis of Moschino with it’s competitors in terms of points of parity and
difference:

Brand Points of parity Points of difference

Marc Jacobs Premium segment but has less Never changed the creative
expensive line director
Same target group and No hotel or furniture items
positioning in the same sector design
with the same categories More stores
A style has an avant-garde spirit,
innovative, colorful
Est. almost in the same time
Focus on China market
Had collaborations with other
brands

Online shopping is available

Diverse portfolio (clothes,
accessories, perfume,
Marni Luxury segment Almost 10 years younger brand
A style has an avant-garde spirit, Has no less expensive labels
innovative, colorful Less expansion - 31 boutiques in
Online shopping is available Asia, Europe and North America
No hotel or furniture items
design
Didn’t have collaborations with
another brands

Balenciaga Luxury segment 28 years older brand

A style has an avant-garde spirit, Has no less expensive labels
innovative Has no products for kids, beauty,
Online shopping is available furniture
Has boutiques in 29 countries.

According to the information above we can build a SWOT analysis for Moschino:
Strengths: Weaknesses:

Made in Italy Limited global presence

Brand revenue increased with coming of Jeremy Former Creative director joined Missoni – a
Scott – the creative director competitor
Focus on sustainability Actual Creative director has it’s own brand –
Collaborations (Coca cola, helmets and furniture Jeremy Scott which can lead to the conflict of
items design, H&M) interest when it comes to creativity
Focus on China as a source of growth Second hand market is raising every year and as a
Endorsed by celebrities (Katy Perry) fashion counscious model of behaving is
Online shopping becoming popular a sales decrease can be
Running exhibitions worldwide expected

Opportunities: Threats:
Increase brand awareness Highly competitive market
Global expansion Similar products available in other brands or
Support sustainability increasing fake production
Drive social networks to stay young, modern and Using unconventional materials could cause
digital criticism from sustainability perspective (e.g.
Diversity, new collaborations items from plastic)
KAPFERER’S PRISM
Moschino's brand identity is that of an undoubtedly individualistic nature. Witty, mildly humorous
collections keep this brand very much present in the media's eye and ever popular with it's desired
target audience. Whilst Moschino may offer a sense of exclusivity with its Luxurious status, it's bold,
elaborate and seemingly care-free attitude seem to embrace pop-culture in a way which allows access
to a wider audience. The brand name 'Moschino' is a statement piece of iconography itself, and is
frequently used to endorse logo-heavy garments in different collections. Furthermore, the brands
logo is reflective of the values as to which Moschino wishes to project.

PHYSIQUE: YOUNG, VIBRANT AND CONFIDENT

Moschino is famous for its runaway shows that trigger sensory experiences. It featured
wash bubbles in Spring 2016, smoke and mirrors in Fall 2016 and roller skates two
seasons earlier. So, it’s no surprise that the brand elevated the runaway experience for
fans by live-streaming the show in virtual reality.
It also gave Cardboard Moschino headsets to 50 lucky customers in its New York and Los
Angeles.
By leveraging technology to improve its fans’ viewing experiences, Moschino is able to
encourage more customers to check out its shows.

Moschino unique style always surprises me

with its humor, eccentric and magical color
pallet, all mixed with provocative attitude. It
truly represent all that means to be
‘’fashionable’’. Their collections are playing
with material and shapes, but at the end
every collection is girl dream- its sophisticate
but different, classic but extravagant. There are
beautiful candy colors and clothes that reminds us
on cotton candy, it’s just ‘’candylicious’’!

Journalists and buyers loved to attend the

shows of Moschino for the unexpected that
was to be found around the corner

RELATIONSHIP: TRENDY
FEISTYAND IMAGINATIVE

When Moschino launched the Moschino Fresh

Couture Eau de Toilette it incentivised customers to
buy the product by stating that for every purchase of
the 50ml fragrance, they would receive a smaller 5ml
version for free.
It’s a simple marketing strategy, but it’s a great way to encourage sales.
Using celebrities to promote your products isn’t a new marketing strategy. However, it’s extremely
effective in helping the brand stay relevant in the fashion industry.

• Break gender stereotypes

• Use celebrities to promote your products
• Leverage VR technology
• Offer freebies

REFLECTION: TRENDY, FRESH,NEW AND EXCITING

Moschino has become the #1 label for women who love to shock.The brand has grabbed headlines with
its slogan T-shirts, reinterpretation of iconic logos of Barbie, McDonalds and Coca Cola and haute
fashion twists.
Moschino labels are owned by Moschino SpA Company that’s responsible for brands activities and
communication. There are three labels of this fashion brand: Moschino- main line for men and
women; Moschino Cheap and Chic– secondary women’s line, launche in 1988; Love Moschino–
women’s and men’s Moschino Jeans line from 1986, changed in 2008. Besides fashion this brand is
leading as fragrance label with its twelve perfumes

PERSONALITY: BOLD AND COLOURFUL

Few of their fragrances of Cheap & Chic line are inspired by Olivia, girl of Popeye the Sailor, and she is
exactly the best representing for Moschino. Everything this brand create it suites her personality the best,
of course if she dress something different from her regular red and black combination. It’s all about
girlish, flaunting but still provocative look.

Moschino partnered with Mattel’s Barbie, and launched a limited edition dressed in Moschino clothes and
jewellery. It was such a huge hit and it was sold out within an hour!The amazing results could be
attributed to the little boy in the ad, who played with the doll. Not surprisingly, the campaign went viral
and fans praised the brand for breaking gender stereotypes.
How does Moschino keep grabbing the world’s attention? In part, through marketing campaigns that
breaks gender stereotypes and improves consumer experiences.
Culture: Italian, Contemporary and Pop-Art
Franco Moschino reached the peak of Italian fashion by subverting all the rules, from style to advertising,
from fashion shows to irony with which he spoke of his own profession. The beginnings as an illustrator,
then Versace and Cadette, a historic Italian company in which Moschino refined his stylistic language.
His label debuted in 1983 and makes its way to blows of irreverent and unpredictable looks, classic
shapes, perfect cuts and seductive details, able to enhance female beauty.
“There is no freedom without chaos – he said – the Moschino concept consists in leaving the total
freedom of choice for those who wish to dress”.
At the base of its collections there are also the protest, the denunciation of the excesses of the fashion
system and of the “image society” of the 80s. The taste for provocation leads him to revisit, with an ironic
and pop style, part of the repertoire aesthetic of the twentieth century, starting with the suits of Chanel,
with pinwheels instead of buttons, skirts made of ties and dresses with the mantra “no stress no dress”.
IF YOU CAN NOT BE ELEGANT, BE AT LEAST EXTRAVAGANT
To leave the press open-mouthed are, over the years, even jackets with fried eggs on the pockets, top with
trompe-l’oeil breast, T-shirt with the inscription “Moschifo” and bullfighter jackets great evening version.
“If you can not be elegant – Moschino repeated – be at least extravagant”.
According to creative director Jeremy Scott, La Dolce Vita, and other of Fellini's famous body of work
were taken as inspirations for Moschino's January runway event. One can anticipate a decadent serving
of noir, nostalgia and a sartorial fit, made for the lovers of the chic and classic.
Highly lauded as one of the best Italian filmmakers of all time, the spirit of Fellini's La Dolce
Vita returns in a new manifestation as embodied by Moschino's Men's 2019 Fall collection and
Women's Pre-fall 2019. On January 8, the Italian brand is set to start the year with a sweeping collection
at the historic Cinecittà, where Fellini has filmed some of his most iconic cinematography.

SELF IMAGE: ECCENTRIC AND CONTEMPORARY

Since, Jeremy Scott was appointed as Moschino’s creative director in October 2013, Jeremy Scott has
added a new dimension to the Italian house with nods and witty references to 1990s pop culture, ranging
from Barbie to Looney Tunes and even McDonalds.
Jeremy Scott’s first show for Moschino set the tone for what was to come. A twist on recognisable
emblems, the collection featured the McDonald’s logo and Sponge-bob Squarepants prints, alongside
biscuit and cornflake box motifs. The American designer brought his ‘cheap and chic’ aesthetic to the

Italian house, with pop culture as his inspiration.

The Creative archetype contributes to society and provides structure to the world by bringing somcthing
into being – by realizing a vision. He gets deep satisfaction from both the process and the outcome of
creating something that did not previously exist. This archetype trusts in the creative process above all
else and lives for authentic self-expression. Inherently non-conformist
BRAND IDENTITY ARCHETYPES
JOKER AND JESTER

Creative archetype contributes to society and provides structure to the world by bringing
something into being – by realising a vision. Scott gets deep satisfaction from both the
process and the outcome of creating something that did not previously exist. This
archetype trusts in the creative process above all else and lives for authentic self-
expression. Inherently non-conformist and sometimes self-involved, archetype desires
freedom of expression and doesn't like to feel stifled. He explores the heights of
imagination through the core of creativity, structuring something into the tangible, in a
way to have control in the otherwise uncontrollable world. Fighting to overcome his fear
of being unoriginal he develops a point of view facing the criticism.
Experimenting with beauty, mixing and matching colours, describes really well this
character.

PAST ARCHETYPE:
JOKER • Irreverent, amusing, morphing and ironic
At the same time protesting and criticising A character that is known for his fearless
personality, who has lived in a powerful evolving society, which supports him in his
strong and comprehensive behaviour. This man shows humour but at the same time
brings awareness to society on the real and threatening social problems. Distinguishing
actions and gaining inspiration for himself out of global problems, makes him stand out
among the personalities of the fashion industry. As an individual he is not concerned
with what others think: "Unconstrained by social rules and expectations, cavalierly,
disregarding the consequences of his behaviour, absence of fear, and destructive.”

PRESENT ARCHETYPE:
JESTER • foolish, marginal, frivolous, low brow
The Jester is happy, irreverent, sometimes ironic and always willing to break the rules
for the sake of fun, like that little devil who couldn't care less about convention. In our
stressed and stressful society, it is a kind of escape route, reminding us of the need to
let go and occasionally get a good laugh. Nonetheless, the archetype may be
associated with irresponsibility and pranks, which can shake a brand 's reputation if
customer services are not taken seriously.