Oscar De la Renta Timeline

OSCAR DE L A R E N TA
1932-Present
Hailey Donaldson
Introduction to Fashion Business
Designer Analysis 2010
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History of Oscar de la Renta
July 22nd, 1932-Oscar De La Renta born in Santo Domingo, Dominican Republic
1950-Age of 18 moves to Spain to study painting
-Attends Academy of San Fernando in Madrid for painting and lands apprenticeship sketching for courtier Cristobol Balenciaga
1960-Travels to Paris; becomes courtier assistant to Antonio Castillo of Lanolin
1963-Moves to New York City when interest’s shift from haute couture design to Ready-to-wear.
-Designs daywear for Elizabeth Arden
1965-Oscar de la Renta ready-to-wear label established in New York City
1967/1968-First marriage to Françoise de Langlade French Vogue editor-in-chief
-Considers her as most influential women in his design career
"
-Grabs attention for “Gypsy” collection: long skirts, embellished hot pants, etc.
1969- Commended for his “Russian” collection focusing on feminine and romantic details
of woman’s dress
1973-Serves as President of Council of Fashion Designer’s of America (CFDA)
1977-Launches first scent “OSCAR” and becomes best seller in over 70 countries
1989-Second marriage to German native Annette Reed
1993-Receives CFDA Lifetime Achievement Award
1997-House of Balmain hires Oscar as first American designer to produce haute couture
2001-Accessory division and the high-end sportswear line OSCAR by Oscar de la Renta is produced
2002-Oscar de la Renta home collection of home accessories, fragrances, wall decor, furniture, etc is
launched.
2004-First retail division freestanding store of Oscar de la Renta is launched on Madison Avenue in
New York City
2006-Produces first line of Bridal wear.
2008-Oscar de la Renta retail goes globally with store openings in Madrid, Spain and Athens, Greece
Present-Oscar de la Renta has established itself as a leading design house in the Fashion industry.
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Advertising
Advertising Strategy
• Printwork in fashion publications: Vogue, Elle, Harper’s
Bazaar, etc.
• One model wearing Oscar de la Renta look
• Two types of women are presented: Femine and Working
• Feminine advertsing incorporate nature i.e; gardens, flowers, trees, etc.
• Working advertising incorporate dark color palettes and
strong looks
• Models potray confident, feminine, upper class women
Personal Thoughts
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My attention is captured by Oscar de la Rentas
advertisements are his use of limited models. The
way the ad focuses on one womans story, whether
she be in a garden of roses or stomping down the
street in a power suit. The focus on the different
lifestyles that woman who wear his clothing
makes a consumer such as me to buy his clothes
knowing they will fit all areas of my life. The
simple, classic settings and elegance of the ads
also capture my attention and give me an idea of
the design aesthetic behind the design house.
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Signature Elements of Designs
Oscar de la Renta designs clothing combining cosmopolitan sophistication and casual luxury.
• Embroidery: Sequins, Beading, Crystals, Ruffles, Lace; Used primarily in Bridal and Evening
• Prints: Floral and Oriental
• Color: Vibrant Colors such as turquoise blue, orange, yellow, fucshia and rich colors including
Red, Forest Greens, Black, Plum
• Feminine Pieces: Gowns, Cinched Waistlines, Day suits, Skirts
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Demographics and Physchographics of Customers
Demographics
• Age: Older women are typical consumers, but marketing and increasing consuming by
younger market
• Sex: Females
• Income: Extremely Wealthy/Upper Class Society
• Occupation: Women in public eye: i.e, Celebrities, Royalty, etc.
• Education: Applies to all education levels
• Religion: Applies to all religions
• Race/Ethnicity: Applies to all race and ethnicities
Physcographics
The physchographic of a customer of Oscar de la Rentas designs typically demonstrate
the following characteristics.
• Individuals ranked in the upper class, wealthy level of society
• Public figures who are frequently in the media which includes celebrities, powerful business leaders, royalty, etc.
• Fashion innovators
• Fashion conscious and appreciate designer quality
• “My customers are successful workingwomen. They might be spending less at the moment,
but my approach is that fashion must always be optimistic, and that a woman will always
be enticed by beautiful clothes.-Oscar de la Renta
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Business Summary
Fashion Category
• Designer
• Luxury Brand
Price Classification
• Very expensive
• Ex. Oscar de la Renta red “Taffeta Bow Dress” retails at $2190.00
Product Price Range
• $$$ - $$$$
Dominant Fibers/Fabrication
• Organza
• Linen
• Silk
• Tweed
• Chiffon and Tulle
• Fur
Product Quality
• Use of delicate and expensive fabrics
• Ex. Silk, Organza, Cashmere, Fur,
• Polished tailoring
• High end market
Retailers Carrying Product
• Luxury Department Stores
• Bergdorf Goodman’s, Neiman Marcus, Saks 5th Avenue, Barneys NY, etc.
• Designer Boutiques
• Oscar de la Renta stores
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Customer
Target Customer
• Working women who live luxurious lifestyles
• All ages
• Powerful and independent while still being glamourous and elegant
• Feminine
• Wealthy upper-class
Core Customer
• Older women
• Wealthy
• Uptown Women
• Working women in powerful positions and celebrities
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Market Segment and Brand Assortment
Oscar de la Renta appeals brand assortment is his product is carried in
luxury brand retailers. These include stores such as Neiman Marcus, Bergdorf Goodman, Sak’s 5th Avenue, Barney's, NY, Bloomingdales, etc. These
retailers carry product classified in designer, contemporary, and bridge price
points which appeal to wealthy, upper-class individuals who are generally at
higher age levels. The middle class market accounts for the majority of sales
made in the industry, and Oscar de la Renta is ignoring this market segment
by choosing to brand himself in only luxury brand retailers. Also, he is ignoring the youth market who are known to shop in budget conscious stores and
innovative boutiques rather than luxury brand stores.
Enhancing the Business
Oscar de la Renta has proven itself to remain as a top designer in
the Fashion Industry with it’s current business plan and sales approach.
However, I feel that brand could enhance it’s sales and appeal to other
markets by adding a budget concious line. With the economy in bad shape
and incomes declining, sales are at risk in every business. Consumers are
not as likely to spend majority of their discretionary incomes on clothing
of high quality like Oscar de la Renta’s. If the company was to collaborate
with fashion forward budget store, H&M for example as designers including Lanvin and Comme de Garcons, to produce a lower cost line with the
luxury and refined aesthetic Oscar de la Renta has built it’s business on.
The company would increase it’s revenue with the additional profit coming from H&M and expand it’s appeal to younger markets in the late teen’s
and early twenty year old women age group they have been striving for. I
feel this would be the smartest decision for Oscar de la Renta to make to
keep the
! success of his business in continuation for years to come.
Works Cited
"Oscar De La Renta - Designer Profile on FMD." The Fashion Model Directory (FMD) FashionModelDirectory.com. Web. 05 Dec. 2010.
<http://www.fashionmodeldirectory.com/designers/oscar-de-la-renta/>.
"Oscar De La Renta Advertisements." Bwgreyscale.com - Index. Web. 06 Dec. 2010.
<http://www.bwgreyscale.com/ads/oscar_de_la_renta.html>.
"Oscar De La Renta Biography." Biography.com. Web. 05 Dec. 2010.
<http://www.biography.com/articles/Oscar-de-la-Renta-9270239>.
"Oscar De La Renta: Fashion Designer | Education.com." Education.com | An Education & Child
Development Site for Parents | Parenting & Educational Resource. Web. 05 Dec. 2010.
<http://www.education.com/reference/article/oscar-renta-visionary-fashion-designer/>.
Oscar De La Renta. Web. 05 Dec. 2010. <http://www.oscardelarenta.com/>.
Wilson, Eric. "For Customers Who Really Shop." New York Times. 17 Feb. 2010. Web. 1 Dec.
2010. <nytimes.com>.
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Oscar De la Renta Timeline
July 22nd, 1932-Oscar De La Renta born in Santo Domingo, Dominican Republic
1950-Age of 18 moves to Spain to study painting at Academia de San Fernando in Madrid
"
-US Ambassador of Spain’s daughter is featured on the cover of Harper’s Bazaar wear-
ing ODR gown
-Lands apprenticeship with Spanish courtier Cristobol Balenciaga
1960-Travels to Paris; becomes courtier assistant to Antonio Castillo of Lanvin
1963-Moves to New York City when interest’s shift from haute couture design to Ready-to-wear.
-Designs daywear for Elizabeth Arden1965-Oscar de la Renta ready-to-wear label established
in New York City1967-First marriage to Françoise de Langlade French Vogue editor-in-chief
-Considers her as most influential women in his design career
1968-Grabs attention for “Gypsy” collection: long skirts, embellished hot pants, etc.
1969- Commended for his “Russian” collection focusing on feminine and romantic details of
woman’s dress
1973-Serves as President of Council of Fashion Designer’s of America (CFDA)
1977-Launches first scent “OSCAR” and becomes best seller in over 70 countries
1989-Second marriage to German native Annette Reed
1990-Receives CFDA Lifetime Achievement Award
1993-House of Balmain hires Oscar as first American designer to produce haute couture
2001-Accessory division and the high-end sportswear line OSCAR by Oscar de la Renta is produced
2002-Oscar de la Renta home collection of home accessories, fragrances, wall decor, furniture, etc is
launched.
!
2004-First retail division freestanding store of Oscar de la Renta is launched on Madison Avenue in New
York City
2006-Produces first line of Bridal wear.
2008-Oscar de la Renta retail goes globally with store openings in Madrid, Spain and Athens, Greece
Present-Oscar de la Renta has established itself as a leading design house in the Fashion industry.
"
-Product carried at Neiman Marcus, Sak’s 5th Avenue, Barney’s NY, Bergdorf Goodman,
etc.
-Influenced upcoming designers such as Marchesa, known for embellished and ultra-fem
crafted gowns
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