Executive Summary

This report explores the brand DNA of Givenchy, analyzing its branding strategy, core codes, values, and symbolic elements to understand the brand's identity and challenges. It delves into the current market positioning of Givenchy, highlighting both strengths and areas for improvement in a competitive luxury fashion landscape.

In addition, based on this analysis, the report shows that the marketing program focused on the launch of Givenchy's newest Voyou bag collection, including eco-friendly and holiday limited edition designs. The campaign aims to reinforce Givenchy's image as a sustainable luxury brand while appealing to young, environmentally conscious consumers and high-end holiday shoppers. The goal of the campaign is to deepen consumer loyalty and reinforce its commitment to sustainability.