Fashion Brand Marketing

5391 Words22 Pages
Introduction BULGARI, Italy’s exclusive Rome-based jeweller, has shown a meteoric growth since its inception in 1884, expanding from one store to become an international company. Bulgari S.p.A. is the parent company and the owner of the BVLGARI brand: it performs coordination activities in the areas of product development, marketing, finance, information systems and management of human resources of the Bulgari Group. This report seeks out to analyse the various branding policies of BULGARI from both a strategic and tactical perspective in terms of adaptation versus standardisation. It will discuss in detail the various theories of globalisation followed by the brand with main focus on Theodore Levitt’s theory of globalisation and how…show more content…
Giorgio and Costantino had their first involvement in the family business during this period. By the time the Bulgaris resumed business after the interruptions of World War I, the company had completed its shift from an emphasis on silver to pricier bejeweled pieces. The store quickly became a place where the world 's rich and famous came for the unique, high quality jewelry designs combining Greek and Roman art. After Sotirio died in 1932, his sons undertook an extravagant remodeling of both the interior and the exterior of the Via Condotti store and formally changed the company logo to "BVLGARI," an application of the traditional Roman alphabet. The £2 million project took two years and featured the pink and beige Italian marble that would become the worldwide hallmark of the firm 's retail outlets. Giorgio 's global gem-sourcing travels exposed him to the latest fashions in the then-Paris-based jewelry industry, while Costantino 's penchant for collecting ancient silver wares would later be a source of inspiration for the company 's adaptation of classical themes. Having latched onto style trends emanating from Paris, Bulgari continued to follow the lead of what was then the world 's jewelry capital throughout the first half of the century. From inception to 1940’s: Era of the Art Deco Influence From its origins to the 1940’s BULGARI jewels were inspired from the Art Deco style which exhibited the use of geometric design or stylised

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