Roberto Cavalli – 40th Anniversary
As Grossman and Shapiro (1988) said: “luxury goods are goods for which the mere use or display of a particular branded product brings prestige to the owner, apart from any functional utility”. Roberto Cavalli is considered to have luxury goods because of its high price, high quality and brand recognition. Also, Roberto Cavalli is part of the luxury brands as evokes exclusivity, has a well known brand identity, enjoys brand awareness and perceived quality, and retains sales levels and customer loyalty (Phau and Prendergast, 2001). Another important factor of a luxury brand is the history (Beverland 2004), and in this case Cavalli has a long history as its just celebrating 40 years of fashion.
This advert presents the actress and model Gisele Bundchen dressed in the latest Roberto Cavalli design. A dress that fits Gisele perfectly and shows what kind of products House of Cavalli is selling. The main purpose of this advertisement is to present the new anniversary 2010/2011 collection and also to show the new brand logo.
A brand is created whenever a marketer builds a new name, logo, or symbol for a new product (Keller, 2002). The brand characteristics that are illustrated in this advert are the new logo which, because of its 40 years of fashion experience; expresses the quality of Roberto Cavalli products. Also shows the new package design of the 40th anniversary collection.
House of Cavalli was founded in Florence in the early 1970s and got its name after the designers name Roberto Cavalli, and today the brand is distributed in over fifty countries directly through the Roberto Cavalli showrooms in Milan and New York (www.robertocavalli.com).
The Roberto Cavalli spa produces the Womenswear line complete of accessories and also there is the Menswear collection: Just Cavalli, Class, Roberto Cavalli and Just Cavalli Underwear, Just Cavalli Eyewear, Roberto Cavalli Timewear and Just Cavalli Time etc...