Final Graduate Project: Halston Rejuvenation Plan

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This was my final project for MA Luxury and Fashion Management degree at Savannah College of Art and Design. In this project I used all the skills I learned during my education and combined them into one final project. About a year ago I became increasingly interested in the Halston company, and thought it tragic that is was failing when it had such a strong history. I decided that for my final project I would look into formulating a plan that called for the Rejuvenation of the failing company. I used market research, analysis, creative skills, and business plan creation skills during the completion of this project.

Text of Final Graduate Project: Halston Rejuvenation Plan

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  • 2Halston Rejuventation Plan

    Ariail SigginsLuxury & Fashion Management

    Final MA ProjectFall 2013

  • 3Table of ContentsExecutive Summary...............................................................................4Timeline...................................................................................................5History......................................................................................................6

    Company InformationCurrent..................................................................................................20Marketing Mix (Four Ps).....................................................................21Customer..............................................................................................22Challenges............................................................................................24Competitors.........................................................................................26SWOT....................................................................................................32Company Summary.............................................................................33Case Studies.........................................................................................34Situation Summary...............................................................................38

    Rejuvination PlanOverview...............................................................................................40Objectives & Methods........................................................................41Concept................................................................................................42Target Market.......................................................................................43Consumer.............................................................................................45Competitors.........................................................................................47SWOT....................................................................................................51Marketing Strategy..............................................................................52 People........................................................................................52 Product......................................................................................55 Price...........................................................................................59 Place..........................................................................................60 Promotion..................................................................................61Launch Strategy...................................................................................68Measurement & Evaluation................................................................70Conclusion............................................................................................71Citations................................................................................................72

  • 4Executive Summary

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    Halston is a historic designer who started his own brand during the glamorous days of the 1960s. Throughout the 1960s and 1970s the brand saw increased suc-cess, but through a series of failed business ventures and a corporate buyout during the 1980s has largely fallen into obscurity. With a failing diffusion line all that stands left of this iconic American brand, now is the time to bring back the historic brand be-fore it become completely irrelevant. This rejuvenation plan looks at current and historic research to asses the chal-lenges the brand is currently facing, in order to position it correctly going forward. Through consumer surveys and case studies of similar brands, a rejuvenation plan was developed that includes new consumers, competitors, as well as a marketing mix and launch plan. This marketing mix focuses on blending the ideology of the original Halston into the newly relaunched designer collection in a way that allows it stay cur-rent and relevant. In order to accomplish this, a new Creative Director, as well as other strong leaders need to be put in place.

  • 5Timeline

    1932: Roy Halston Fenwick is born

    1957: Halston moves to NYC to work for milliner Lily Dache

    1959: Halston accepts role as Cheif Milliner at Bergdorf Goodman

    2011: Ben Malka from BCBG is named Chair-man and CEO

    1968: Halston leaves BG and opens up his own boutique

    1974: Halston participates in the Versailles fashion show in Paris

    1975: Halston perfume in Elsa Peretti designed bottle wins Fragrance of the Year

    1976: Brand begins design-ing uniforms for commerical industries (Avis, Braniff Airlines, Olympic Team, Girl Scouts)

    1980: Designs first sportwear line

    1. Halston.com2. Voguepedia, Halston

    1978: Moves to iconic Olympic Tower location

    1983: Parent company Norton Simon is sold. Difussion line is launched at JC Penny (fails)

    1984: Halston is fired from company

    1986: Revlon purchases company

    1990: Roy Halston Fenwick dies of AIDS

    2010: Sara Jessica Parker comes on as Heritage creative officer

    2007: Rachel Zoe comes on board to resurect brand (leave 08). Company bought by Harvey Weinstein and Hilco Consumer Capital

    1991: Sold

    1996: Sold

    1998: Sold

    1999: Sold

  • 6History - Early Years (30s - 50s) Roy Halston Frowick was worn in Des Moines, Iowa on April 23, 1932 to a lower middle class family. One of four siblings, it did not take Halston (who took the nickname early on to keep from being confused with his Uncle Roy whom his namesake belongs) long to recruit his sister as his first model at the age of only 6. From this point on his love for the fashion industry only grew and with hard work and a little luck he became one of the most sought after designers of the 1970s and 80s. As a young child Halston often watched his mother crochet and knit and soon decided that he had the knack to design as well. His first project was to decorate hats with feathers and buttons then have his sister model them around the house. He was a destined milliner from the start, even if those around him had yet to accept this fact. Its very strange, but very true Halston says, I always wanted to be in the fashion business, from the time I was about four or five years old. I was always fascinated with it, and always wanted to make things, and actually did make things when I was really young. And it was very diffi-cult for me as a young man because I wasnt much encouraged in that world of fashion. Everybody dis-couraged you right down the pike, and you were not supposed to do what I was doing, which was making hats. I guess you had to be smaller and a little bit more fey. Throughout his youth he continued to style friends and family, loving the reactions he got from the makeovers. After giving college a shot for one semester at Indiana University, he left, ready to take on his dream of working in the fashion industry. With a little luck, and a great friend and lover 25 years his senior named Andre Basil, Halston moved to Chicago in 1952 and found himself in a swanky apartment sur-rounded by the upper class women who would make his milliner dreams come true. Soon Halstons career began to take off and with continued work he was given his first press cover-age by Peg Zwecker, a columnist for the Chicago Daily News who would later prove to be a great ally by introducing him to Charles James, a native designer, and Lilly Dache. In 1957 Halstons career hit another success when Lilly Dache, a famed New York milliner, offered him a job in her New York City show room. Halston made the move, and he and his career never looked back. After two years with Dache, Halston made the final move, to Bergdorf Goodman, that set him up to open his own brand. Halston spent 9 long years at Bergdorf Goodman learning everything he could about the women he would one day dress; he learned how to carry on with women of royalty to women of Hollywood, and any upper-class woman in-between. This is where Halston learned that the tides were turning and American fashion would be ac-cepted across the world and society. Women were ready for a change, and Halston was prepared to step in and give it to them.

    1.An American Original2. Voguepedia3. Halston.com

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  • 7History - The Beginning (50s - 60s) To try out his hand at designing clothing Halston convinced Andrew Goodman, Bergdorfs chief executive, to give him a salon in the department store to sell his womenswear line. After one year Halston knew he could make it on his own and began building Halston, Ltd. While Halston may have been a private man, he was also a social butterfly, so when it came time to decide who he was going to surround himself with in his new company he quickly looked to his friends; Halston even hired some of his first assistants, including Bill Dugan, at dinner parties during casual con-versations. With a new company formed all Halston needed was a place to work out of. He began his search near Fifty-seventh Street and Fifth Avenue near an art gallery and fashion area. When a lease deal fell thru at the last minute he was left scrambling and settled for a third floor workspace in a six story town home at East Sixty-eighth and Madison Avenue. Madison Ave was yet to be the fashion hub its known as today, but the designer quickly found himself sitting nearly in the backyards of wealthy women and po-tential clients dying to get their hands on his clothes. During a time when many designers were going for austere white and gray walls with chrome accents in their showrooms, Halston took another direction completely and decorated his studio in rich colors and thick brocade fabrics that cha