Bcbg Max Aziria Analysis

2039 words - 8 pages

HISTORY/BACKGROUND
The name BCBG stands for Bon Chic Bon Genre, which translates to good style good attitude in French. Max Azria, the founder and owner of the company uses this as the name. Max Azria designed women’s clothing in Paris from 1970 to 1981 and then he moved to America in 1981 where he started BCBG. The company is currently headquartered in Vernon, California. BCBG puts forward trendy, colorful day and evening wear with attractive designs and artful styling. Max Azria has successfully developed many high-fashion collections for women such as separates, evening dresses, denim, footwear, eyewear, swimwear, handbags and jewelry. The company targets a market of Hollywood stars and women who want contemporary classy clothing sold for less than high fashion labels. The garments are produced along the style of higher end designers like Prada and Gucci but at much lower prices. BGBC is a perfect mix of French chic style with American hip style.

Strengths
Max Azria has accomplished something that no other designer has been able to do. He has redefined the designer category by successfully producing and presenting a high end designer collection without so much of a sticker shock, garments that you would see by Channel or Prada can be compared to what is offered by BCBG Max Azria and at the same level of quality but lower price points. The brand offers many lines and the BCBG Max Azria line is one that falls right into this category.
BCBG is considered one of the industry's hottest labels. The company’s global sales are in the millions each year. It also has over 100 stores in America as well as a variety of department store leased spaces like Bloomingdales, Lord and Taylor, and Nordstrom’s. Internationally, BCBG Max Azria opened its first three European based boutiques in 1999, which are located in the most significant shopping districts in Paris. (Info Mat Inc.) Other international BCBG Max Azria boutiques are located in other parts of the world such as in Hong Kong, Singapore, Australia, Malaysia, and Venezuela. This makes for easy shopping and finding a BCBG store near you. With such a great availability of stores in so many locations, customers don’t have to feel like they need to go on a man hunt to find the BCBG style they are looking for and even if you can’t get out of the house they also have all garments and accessories they carry on their website for purchase.
There is something for everyone and for the celebrities there is the Azrias' highly exclusive collection of couture gowns, which was launched in February 2004 under the label Max Azria Atelier. What inspired these gowns was the glamour and sensuality of Hollywood. Max and Lubov (Max’s wife and the Chief Creative Director) create luxurious, elegant and unique gowns for celebrity clients and red-carpet events (Luba). Some of the many who wear this line of gowns are actresses and singers such as Sharon Stone, Halle Berry, Beyoncé Knowles, Alicia Keys, Lucy Liu, Fergie....

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