Introduction
History
Marketing mix : the 4Ps Products Price Place Promotion
SWOT analysis Strengths Weaknesses Opportunities Threats
Recommandations for the future Products Price Place Promotion
References

Introduction

Kenzo is a luxury brand created by a Japanese man, Kenzo Takada. It is famous worldwide and it has a large range of products, from ready to wear to home decoration. The Kenzo style is made by mixing East and West and using a lot of flowers and colors.

History

Kenzo Takada (高田賢三 ) was born in Himeji on February 27th of 1939.

He fell early in love with fashion, while reading his sister's magazines. He then attended the University of Kobe for a short while, but he was bored so he withdrew, against the will of his parents. In 1958, he joined a fashion school, Tokyo's Bunka Fashion College, which had then just opened its doors to male students.

Just after he graduated, in 1964, he went to Paris, where he tried to find a place in the fashion world. He attended shows, made contacts with the press and sold drawings...

Kenzo was so poor he could only afford fabrics from the flea market, so he had to put a lot of bold fabrics together to make one garment. That is how he made his first design.

In 1970 a lot happened to him. He presented his first fashion show at the Vivienne Gallery, one of his garments was on the cover of Elle, and he opened his first shop, which was called « Jungle Jap » (Passage Choiseul).

In 1971 he presented his collection in New York and Tokyo, and in 1972 he won the Fashion Editor Club of Japan's prize.

Kenzo had a very original fashion show in 1978. It happened under a circus tent. At the end of the show, there were women riding horses and wearing transparent costumes, and he was even riding an elephant himself.

He launched the men's wear in 1983, and in 1988 he created the perfume line, and in 2001 KenzoKI (cosmetics) was launched.

In 1993, LVMH bought Kenzo,