SeungTae Kim

The Graduate Diploma in Fashion Management at London College of Fashion required me to create this strategic marketing report for my studies. The research examines Maison Margiela's present brand position in the transforming luxury fashion industry while concentrating on Generation Z consumers.

The research combines PESTLE analysis with SWOT analysis and consumer profiling and semi-structured interviews to evaluate external market influences and internal brand strengths and weaknesses and Gen Z's values and behavioral patterns.

The research shows that Maison Margiela maintains its avant-garde identity and consumer recognition through its iconic products yet struggles to engage digitally and build emotional bonds with younger consumers.

The research findings from literature and qualitative data lead to strategic recommendations which aim to enhance Margiela's appeal for Gen Z consumers. The proposed solutions include immersive offline experiences and QR-integrated content and emotional storytelling across digital platforms to match brand philosophy with Gen Z's requirements for authentic interactions.