Ch. 17 - Personal Selling and Sales Management

Alexander McQueen's methods of knowledge management consist of monitoring their social media accounts. The brand is very active on Twitter, Facebook and Instagram. Facebook would be the best process in which the brand is able to see what customers like and dislike. They can read the comments and see what photos of what collections are getting positive reviews. Seeing a pattern, Sarah Burton can make a decision on where the clothing should go next season and which collections they should stop producing.

Ch.16- Advertising, Public Relations

Alexander McQueen's most recent campaign was the 2015 Fall/Winter ad campaign where the label teamed with David Sims who shot the campaign.  The theme of campaign was femininity and individuality. Sarah Burton designed to be simple and focus on the clothing instead of the set and background. The theme was beauty in decay: ''The fragility of life and the fragility of beauty, and how there can be beauty in decay''.

Ch.14- Marketing Channels and Retailing

  Alexander McQueen sells it's merchandise in upscale stores like Saks Fifth, Bergdorf's, Niemen Marcus, and Nordstrom. It also sells on luxury websites like FWRD and Net- A- Porter. Stores like these don't typically run commercial advertisement like the way Macy's does, so reaching their customers is limited to ads printed in high fashion magazines or catalogues that are mailed to existing customers or potentially new customers who sign onto their websites. Another way the brand markets it's clothing is through it's Savage Beauty exhibit. This year on March 14th the exhibit was held  at London's Victoria and Albert's museum. This may seem like a strange way attract and appeal to customers, but it actually boost the brand's sales by an estimated 14%.
 

Ch. 6 - Consumer Decision Making

Many factors can influence whether or not a consumer purchases a product ,one factor is social visibility. In 2003 Alexander McQueen created it's skull silk chiffon scarf. It quickly became the brand's most recognizable and coveted piece. Many celebrities wore the scarf which increased it's popularity and owning the scarf became more than just a fashion accessory, it became about status, which ties into social risks. Owning and wearing the skull scarf meant that you were a fashionista, that you were cool.  Granted the scarfs could cost anywhere between $200 to almost $800. Yet the scarfs were still selling and increased the brands revenue by 20%, making it's overall profit in 2013 $442 million dollars.