Ch. 5 - Developing a Global Vision

The global market of Alexander McQueen consist of very few countries that are wealthy. Most of it's revenue comes from the US and the UK but the brand also gets a lot of revenue from France. Japan , Dubai and Austria. Alexander McQueen's headquarters are in London, England but they have offices in many other countries in Europe and Asia that offer jobs and internships. McQueen does have a lot of competition globally as far as luxury fashion wear goes, so since Sarah Burton became creative director of the company in 2010, the brand has created exhibits in countries like Kuwait, Germany and Turkey to appeal to a wider audience. The Brand also holds annual international illustration contest for aspiring designers to join the design team in their  respective city for 3 month period and sell the design in the city's flagship store.

Ch. 4 - The Marketing Environment

Alexander McQueen's marketing environment mostly consist of wealthy women between the ages of 21 and 30 who are opposed to straight laced clothing and looking for a darker look, while still wearing a luxury brand. The label reaches this demographic by putting ads in magazines that are usually purchased by wealthy women like Vogue and Harper's Bazaar. This may seem like a small market but since an item from the label can cost anywhere from $200 to $3,000 they're still able to make a large profit. In 2006 Alexander McQueen wanted to reach a broader audience that included young men and women who wouldn't be able to spend  thousands of dollars on one article of clothing, so he created the McQ line. The line is advertised not only in high end magazines, but also in magazines that are read by millennials  like Nylon and Elle. Also celebrities idolized by millennials like Beyoncé, Lady Gaga, Victoria Beckham and Kate Middleton regularly wear his clothing without being spokespeople for the brand, so it makes it more attractive to 20 somethings that would be put off by their idol wearing a brand because they're getting paid to. Instead they would feel compelled to get enough money to buy a piece of clothing they're wearing.

Ch. 18-Social Media and Marketing

Alexander McQueen is very active on social media. They have a twitter account, a Facebook page, an Instagram page and a YouTube account. Using their social media accounts allows them to reach an audience that doesn't live in a metropolitan city like New York or London. Every season they post a short movie on their YouTube page to tease their new collections and post their runway shows and behind the scenes from fashion week. In August of 2015 the Victoria and Albert Museum in London showcased Savage Beauty, which became the most popular show staged at the museum thanks to social media. It displayed dresses from McQueen and holograms featuring models and videos of the designer. Alexander McQueen marketed the show on all their accounts and sold over 480,000 and added 15,000 more tickets and two more days after high demand from fans on twitter and Facebook.

Alexander McQueen Iconic Moments

Ch. 2 - Strategic Planning for Competitive Advantage

  Alexander McQueen is a luxury fashion house so many of it's pieces range from $300 to almost $20,000. The target customer would be  women between the ages of 25-35 who have high incomes and can afford to purchase designer clothing. The brand does have some competition with labels such as Stella McCarthy, who uses similar silhouettes, and Chanel, who uses the same marketing strategy by creating short films, featuring their collections, to post on youtube to attract customers. In an effort to broaden it's audience, McQueen created the line McQ on July 27 2006. A more affordable line designed entirely by Alexander. The idea was to target a more youthful audience that didn't have the means to buy his higher end designs.
   In 2000 the multi-brand luxury goods company Gucci Group acquired 51% of  McQueen's company. They appointed him creative director and gave him free reign to do as he pleased with his runway shows, which gave him an advantage over many other designers. Alexander McQueen runway shows are probably it's best marketing tool. In his Fall 2006 show, he had a life-sized hologram of Kate Moss walking down the runway. Not only does the brand have some of the biggest popstars in the world, such as Lady Gaga and Beyonce, wearing it's clothes in music videos, it perhapsreceived the biggest publicity it has ever gotten when Kate Middleton wore an Alexander McQueen wedding dress, designed by Sara Burton, for her marriage to Prince William. After months of speculation of who would be designing her wedding dress and campaigns from multiple designers, it was ultimately McQueen that was chosen. The dress and the brand was in every newspaper and magazine around the world. Those are some of the competive advantages Alexander McQueen has over other luxury brands.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Alexander McQueen is a luxury British fashion house founded by designer Lee Alexander McQueen in 1992. The label is known for having dark and romantic designs. McQueen was often known as '' the hooligan of English fashion'', because of his unconventional runway shows and the name of his collections. His Autumn/ Winter 1995 collection entitled Highland Rape was met with much conterversy. He explained that it was the rape of Scotland by England which was personal to him since his family is of Scottish descent. McQueen has been quoted as saying '' I want to empower women. I want people to be afraid of the women I dress.'' ''People find my things sometimes aggressive, I see it as romantic, dealing with the dark side of personality''. He wanted women to be sexy, romantic and confident, while still embracing their roughness and edginess. He was named British Designer of the Year four times between 1996 and 2003. He was also given the title of CBE and named international designer of the year by the Council of Fashion in 2003.

McQueen And I