KENZO

K E N Z O

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1. Company and brand overview

Identity :

In 1970, Kenzo Takada installed a patch of jungle in the Galerie Vivienne in the heart of Paris. With its colorful prints and declaration of freedom, Kenzo shook up the couture codes of the time by irreverently breaking the rules. Keeping this joyous and colorful heritage alive, Humberto Leon and Carol Lim took over the artistic direction of the House in 2011. This extraordinary creative duo rediscovered the pioneering and offbeat spirit that lies behind Kenzo’s success. Once called « Jungle Jap », Kenzo is a premium brand that offers mainly clothes, shoes and perfumes.

Number of employees/ Turnover :

The company has between 200 and 299 employees.

In 2015, the company realizes a turnover of 170 510 700,00 €.

Analyse of the brand / Portofolio:

Each brand of high fashion has a style more or less pronounced. Kenzo makes no exception to the rule with its origins from elsewhere that made the success of the brand, thanks to the obstinacy and talent of a man. His style is instantly recognizable, attracting the attention and curiosity of many fashion enthusiasts. It combines modernity and romanticism, while combining western art in its Eastern origins. The outfits are created with means of the time and are made assembly of fabric scraps to colorful prints, which reveals the creativity of the young designer Kenzo. During the presentation of its collections, Kenzo also opts for a style of hand, creating real shows in places like the circus incongruous.

In 1973 born the Fashion Group and Creation, which meets for the first time, ready-to-wear houses and designers including Karl Lagerfeld, Sonia Rykiel and Kenzo Takada. All want to promote an innovative fashion, by and for young people. Soon, those soon to be called "creators" establish their quarters in the old heart of Paris.

In 1988, Kenzo launches into another area that is still one of the main branches of the group: Kenzo Parfum. His first success was Kenzo Kenzo, a fragrance from orange and tangerine supposed showcase of female beauty. Other flavors will follow, with various scents and equally appreciated.

In 1991, the famous designer also chose a new direction for the brand, the interior decoration.This is directly related to his passion for art collector. He joins big names such as Yves Delorme, Lelievre or, most recently, Arc International, to give birth to Kenzo Maison.

In 1993, Kenzo was bought by LVMH. His master and creator remains at the heart of the house until 1999, when he decided to retire.

Kenzo now continues its activities with a complete collection for men, women, and also children with Kenzo Child. Antonio Marras, director of Kenzo women in 2003, chose to keep the soul of the creator founder with style and fashion revisited, but directly related to the original spirit of Kenzo. For the forty years of the brand, Kenzo released a book exception honoring these creations between two cultures that have made the success of the luxury home. For its part, Kenzo Takada was first dedicated to his passion for art before returning to his first love. It has launched a collection this time carrying his name, Takada. Painter in his spare time, he also made several exhibitions. More than a creator, the founder of luxury fashion house has, over the years, instilled in the brand spirit, passion, and this mixture of two different cultures that influenced him. Thus a good individual style that was born, now preserved and magnified in each new Kenzo collection.

In 2011, Humberto Leon et Carol Lim, co-founder of the concept store « Opening Ceremony » took the direction of the creation of the company.

II. Brand positionning

Positioning :

Kenzo is a brand that sells high-end products:

• Clothing (men, women and children)

• Fragrance

• Cosmetics (Kenzoki)
• Home textiles

Since its creation, the brand is characterized by its ethnic side that mixes styles (oriental, Asian, ...). Floral patterns are also common in the creations of Kenzo Takada.

Concerning customer, the brand aimed at young people (between 20 and 40 years), although in reality it is rather the 40-60 years who buy Kenzo clothes. children, the brand poppy is intended for 0-12 years, but not yet teenagers. Its addresses to a wealthy clientele and image-conscious customers. The desired personality relative to their products : cool, Bold, divergent, funky, strong personality, retro. A good part of its clientele is aslo turned to the international and connected to social médias. (Asian clients: 95% of its CA). Actually, Kenzo customers can be grouped in two profile categories : selective extravagance, and self-treating. Customers tastes change and get more sophisticated and specific over time.

Values :

The values of the brand are :

• Creativity and authenticity : A true brand with artistic values ​​of its creator
• Originality : the success of Asian and western alliance
• Exoticism : a univers « jap jungle » still relevant
• Dynamism : a hard-hitting style, modern and bright

Competitors :

Main competitors of the brand are, Alexander McQueen, Gucci, Marc Jacobs and Chloé. In order to differentiate, Kenzo had to work on his communication. Here are its main competitors because of the target market. Actually, those brands have on common to propose its products to women aged between 20 and 40. Moreover, there is others competitors who operates in the same sector such as : Givenchy, MiuMiu, Acne, etc.

Let’s see a little comparaison between Marc Jacobs and Kenzo : They both are luxury brands owned by LVMH, which place emphasis on environmental impact and have a similar target : young and fashionable consumer. Concerning the differences, Marc Jacobs has international recognition and success that allowed the brand to penetrate multiple market segments. Kenzo is rediscovering their niche to find their place along side Marc Jacobs and compete as an internationally recognized brand.

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