Brand Profile: Viktor and Rolf

Based on Viktor and Rolf's displays, packaging, and advertisements, I believe that they tend to seek visionary people who dream about escaping into their own fantasy world. Their clients are hopefully obsessed with flower patches, floating black ribbons, and pure ivory, detail encrusted interiors. With Viktor and Rolf's design and marketing style, they can easily attract a high end, luxury, yet avant garde loving customer. In their designs, their great tailoring and seperates can make the brand accessible to anyone's interests, while their out there collections pull in a more surreal, artsy crowd. Next, their marketing is exclusive, with minimalism being their main tactic to intrude the marketplace. This minimal, almost shy approach creates a feeling of exclusivity and mysteriousness to curious consumers everywhere. 

Last week, Viktor and Rolf hosted a party at the Le Meurice hotel in Paris, honoring the 5th anniversary of their successful fragrance, Flowerbomb. V&R pumped up the volume of Flowerbomb's signature pink shade at the party, while guest performer Grace Jones performed in an incredible black V&R ensemble, in front of a wall of pink flowers. The continual use of the color pink connects the consumers' minds back to the original ad campaign of the fragrance, and pushes them to seek interest in the great product. Also, the surprise prescence of legendary artist Grace Jones excited the crowd at the party, and will perhaps win over a few new fans and pen portraits for V&R's brand. See, choosing the perfect artist to perform at your anniversary party is tricky, since you want the artist to connect with and excite your type of customer. 


I believe Viktor and Rolf are competitive through their communications only to a certain extent. What they do publish and communicate is beautiful and original, competing with other design houses in the industry. Although, because of the irregularity of Viktor and Rolf's input to the marketing world, there is a slight limitation it has, while others are constantly competing. 

May I also note the differentiation they exuded at their recent Paris fashion week show? Viktor and Rolf dressed their models by themselves on the runway. This is something I have never seen before, and keeps me interested in the brand, because of the possibility for more new, innovative actions to come! (Notice dressing in the background of the images!)

 

 

Party image credits: Style.com & Zimbio.com