SlideShare una empresa de Scribd logo
1 de 15
Descargar para leer sin conexión
RE-BRANDING 
STRATEGY
Introduction 
• The challenge - To strategically communicate Ellesse's 
key messages consistently to their international partners 
as well as to change the perception of the brand amongst 
all consumers no matter the nationality. 
• Why Ellesse – Our targeted market (18-35) remember 
Ellesee as a throwback to the 90’s - nostalgia is there. 
Framework as a global brand is well established in 
developing markets-great opportunity for commercial 
growth exists. Changing peoples perceptions has been 
achieved with brands in a similar position: eg Burberry
Brand History 
• Reputation for blending sportswear (tennis+skiwear) 
functionality with street-level fashion styling. 
• 70’s - The stitched logo appears on the outside of clothes; 
a move copied by brands around the world ever since.
High Point 
• 70/80s - ellesse becomes firm favourite with the jet set 
crowd of Cortina and Val d’Isere. 
• - Vogue Italia Feature 1973 : 
Ellesse “Curieuse” women's line 
is labelled “ sexiest option for 
the summer”. 
- Brand is positioned as stylish 
fashion wear that has 
Sportswear functionality.
• 80’s - Global brand expansion strategy developed through 
sponsorships of major sporting events/series of 
advertisement campaign’s on TV, posters and calendars
• Elite sports icons endorsed to affirm notion of high end 
sports clothing producers.
The brands decline 
• 90’s- Ellesse was overtaken by rival companies like 
Nike/Addidas as market leaders in clothing lines which 
blend street/sport fashion wear. 
• Its presence in the European market faded very quickly. 
The company shifted its focus to developing Asian /South 
American markets. 
• 2000’s: A limited revival was attempted. They tried to 
rekindle the Ellesse image of 60’s/70’s era. Focus was 
placed on Ski/tennis clothing again by introducing a retro 
range. However, it could only be purchased online so 
many people were unaware of it.
Why now? 
• Previously young people sought to fit in with the trends, now it’s the 
complete opposite. Expression of individuality amongst young people 
now is paramount. They don’t want to be seen wearing the same clothes 
as everyone else. 
• Vibrancy of design is as important; something Ellesse has always been 
good at 
• Vintage style clothing is very in vogue as demonstrated by the growth of 
charity shop sales/purchasing clothes of ebay. 
• Ellesse is in a prime position to take advantage of this because of the 
nostalgia factor it has. People now in the mid to late 20’s recall wearing 
Ellesse during the 90’s/ younger siblings remember their older 
brother/sister wearing it or wore it themselves through hand-me-downs. 
• Ellesse’s as a brand can position itself well in the context of current 
market trends-making it the ideal time for a reboot.
Brand Repositioning 
• Product UPS = should be its ability to tap into/express 
modern youth sub cultures. 
• Ellesse Brands communication focus = “dolce vita” 
– “the sweet life”; lifestyle of expression, freedom and 
love. 
• Shift focus away from sports/tennis wear. The current 
A1 (18-30’s age range), remember it as urban street 
clothing during the 90’s. 
• Embrace it being smaller than leading brands - 
position it as the alternative to nike/addidas 
mainstream mass manufactured goods.
How to implement this? 
• PR campaigns need a dual approach to achieve this. 
Communication should place heavy focus on 1) exclusivity 
2) social media. 
• 1) Emphasises on localisation and exclusivity of clothing 
design will tap into regional sub-cultures (e.g. can be 
divided per continents), and gain Ellesse a reputation for 
being a brand which allows you to express your 
individuality, rather than forcing you to think their way. 
• 2) Proactive social media marketing is the most effective 
method to engage our targeted market; it is interactive, 
allows the monitoring of public perception/further PR 
opportunities without additional costs eg: trending on 
twitter/facebook, reddit ect.
Exclusivity 
• Instead of seasons; Ellesse should produce a series of 
limited release regional clothing lines; designed by local 
designers, artists, graffiti artists ect. 
• This can be supplemented by securing exclusive selling 
rights of Ellesse products with certain clothing stores eg: 
in the UK- footasylum. 
• Press kits of limited release new products can be 
advertised in specific magazines to reinforce this market 
strategy: music magazines or Front in the UK for example. 
• It would also be beneficial to edit/redesign the website to 
allow consumers to order the products directly from 
Ellesse.
Social media marketing 
• Effective social media marketing will be key to a successful re-branding. 
• In order to promote the idea of exclusivity and regional clothing 
lines, we should establish a micro-site/facebook page/twitter to 
get the public to vote the designs they want to see being 
produced. Each person that submits a vote and subscribes to 
the mailing list would automatically be entered into a prize draw 
for either free products/festival tickets ect, depending on the 
promotional offer. 
• Competitions can also be run where users can submit their 
own designs to the website/facebook pages. 
• If a user uploads a picture of themselves wearing their limited 
release Ellesse products to the website/page they can earn a 
10% discount off their next Ellesse order/purchase.
• Music plays an important part to the consumers we are 
targeting, so Ellesse needs to be reflective of this. 
• One way of achieving this is through the endorsement of 
up and coming artists/DJ’s. They then can produce 
soundtracks which can be used on the revamped 
website/Facebook page. These songs should all be 
available for access on Ellesse’s own soundcloud page. 
• Depending on commercial viability/budgets these songs 
can also be used for TV spots. For example - 
https://soundcloud.com/reklews/lee-scott-black-josh-ellesse 
• Ellesse should consider purchasing advertising space on 
websites like: Grooveshark, Spotify, Soundcloud, Youtube.
• PR events using the endorsed artists can also be 
organised. 
• For example; sponsored “boiler room” type sets which 
are then uploaded onto an Ellesse’s own youtube 
channel; having these sets in the public domain will 
provide huge advertising potential in comparison to cost. 
• Alternatively, Ellesse can establish an annual event where 
its featured artists preform and people can win tickets to 
attend for free ( much like itunes festival but on a smaller 
scale).
Conclusion 
• Social media will allow us to use 21st century technology 
in a way which will relate to our targeted market. 
• The emphasise on exclusivity will reinforce the way we 
are positioning the Ellesse brand and will demonstrate 
how much we value the consumers individuality. 
• We must ensure that our communications are focused in 
re-affirming the idea of “dolce vita” and all that it 
represents. 
• By implementing these strategies we can change the 
associations people have about Ellesse and see it make a 
successful comeback.

Más contenido relacionado

La actualidad más candente

The Comparative Context: Journeys Across the Digital Ecosystem
The Comparative Context: Journeys Across the Digital EcosystemThe Comparative Context: Journeys Across the Digital Ecosystem
The Comparative Context: Journeys Across the Digital EcosystemMichelle Berryman
 
Levis Presentation
Levis PresentationLevis Presentation
Levis PresentationShawn McKeon
 
Tide media language and barthes
Tide media language and barthesTide media language and barthes
Tide media language and barthesKStockwell
 
Tom Ford // Case Study
Tom Ford // Case StudyTom Ford // Case Study
Tom Ford // Case Studycaseyhuth
 
Étude de cas - communication : Benetton, histoire d'un scandale annoncé (SEMP...
Étude de cas - communication : Benetton, histoire d'un scandale annoncé (SEMP...Étude de cas - communication : Benetton, histoire d'un scandale annoncé (SEMP...
Étude de cas - communication : Benetton, histoire d'un scandale annoncé (SEMP...Elise Fauvel
 
Nike presentacion ultima
Nike presentacion ultimaNike presentacion ultima
Nike presentacion ultimaJames Prada
 
Fendi - F..is..for millenials - NETFLIX
Fendi - F..is..for millenials - NETFLIX Fendi - F..is..for millenials - NETFLIX
Fendi - F..is..for millenials - NETFLIX EdoardoZuccarelli1
 
Successes Factors of NIKE's Growth!!
Successes Factors of NIKE's Growth!!Successes Factors of NIKE's Growth!!
Successes Factors of NIKE's Growth!!Farabi Ahmed
 
Bershka's target audience data
Bershka's target audience dataBershka's target audience data
Bershka's target audience dataQuynhnnp
 

La actualidad más candente (20)

On the street
On the streetOn the street
On the street
 
The Comparative Context: Journeys Across the Digital Ecosystem
The Comparative Context: Journeys Across the Digital EcosystemThe Comparative Context: Journeys Across the Digital Ecosystem
The Comparative Context: Journeys Across the Digital Ecosystem
 
Levis Presentation
Levis PresentationLevis Presentation
Levis Presentation
 
Arte povera
Arte poveraArte povera
Arte povera
 
Tide media language and barthes
Tide media language and barthesTide media language and barthes
Tide media language and barthes
 
Tom Ford // Case Study
Tom Ford // Case StudyTom Ford // Case Study
Tom Ford // Case Study
 
르블랑
르블랑르블랑
르블랑
 
Versace
VersaceVersace
Versace
 
Étude de cas - communication : Benetton, histoire d'un scandale annoncé (SEMP...
Étude de cas - communication : Benetton, histoire d'un scandale annoncé (SEMP...Étude de cas - communication : Benetton, histoire d'un scandale annoncé (SEMP...
Étude de cas - communication : Benetton, histoire d'un scandale annoncé (SEMP...
 
Subkultury na projekt gotowe
Subkultury na projekt gotoweSubkultury na projekt gotowe
Subkultury na projekt gotowe
 
The Nature Of Luxury
The Nature Of LuxuryThe Nature Of Luxury
The Nature Of Luxury
 
Nike brand mantra
Nike brand mantraNike brand mantra
Nike brand mantra
 
Nike presentacion ultima
Nike presentacion ultimaNike presentacion ultima
Nike presentacion ultima
 
Pop arte
Pop artePop arte
Pop arte
 
FASHION DESIGN
FASHION DESIGNFASHION DESIGN
FASHION DESIGN
 
50 exemples de BRANDED ENTERTAINMENT francais en vue de PARIS 2.0 les 5, 6, 7...
50 exemples de BRANDED ENTERTAINMENT francais en vue de PARIS 2.0 les 5, 6, 7...50 exemples de BRANDED ENTERTAINMENT francais en vue de PARIS 2.0 les 5, 6, 7...
50 exemples de BRANDED ENTERTAINMENT francais en vue de PARIS 2.0 les 5, 6, 7...
 
Fendi - F..is..for millenials - NETFLIX
Fendi - F..is..for millenials - NETFLIX Fendi - F..is..for millenials - NETFLIX
Fendi - F..is..for millenials - NETFLIX
 
Whistles Charlotte Barr-Richardson
Whistles Charlotte Barr-RichardsonWhistles Charlotte Barr-Richardson
Whistles Charlotte Barr-Richardson
 
Successes Factors of NIKE's Growth!!
Successes Factors of NIKE's Growth!!Successes Factors of NIKE's Growth!!
Successes Factors of NIKE's Growth!!
 
Bershka's target audience data
Bershka's target audience dataBershka's target audience data
Bershka's target audience data
 

Destacado

A framework of Web Science
A framework of Web Science A framework of Web Science
A framework of Web Science vafopoulos
 
Canyon Collaborative_PR presentation
Canyon Collaborative_PR presentationCanyon Collaborative_PR presentation
Canyon Collaborative_PR presentationWord's Out PR
 
FAME PR Presentation - 30,000 Foot View of Acquiring Event Sponsorship: The 3...
FAME PR Presentation - 30,000 Foot View of Acquiring Event Sponsorship: The 3...FAME PR Presentation - 30,000 Foot View of Acquiring Event Sponsorship: The 3...
FAME PR Presentation - 30,000 Foot View of Acquiring Event Sponsorship: The 3...Joey Digital
 
Presentation Marketing Pr
Presentation   Marketing PrPresentation   Marketing Pr
Presentation Marketing PrEVENTions
 
Källkritik - källkritisk metod
Källkritik  - källkritisk metodKällkritik  - källkritisk metod
Källkritik - källkritisk metodhenrik
 
Strategy Analysis - Micron Acquisition of Elpida
Strategy Analysis - Micron Acquisition of ElpidaStrategy Analysis - Micron Acquisition of Elpida
Strategy Analysis - Micron Acquisition of ElpidaGabriel Bowers
 
Message to Garcia
Message to GarciaMessage to Garcia
Message to GarciaCpo Creed
 
Toxic Threads: The Big Fashion Stitch-Up
Toxic Threads: The Big Fashion Stitch-UpToxic Threads: The Big Fashion Stitch-Up
Toxic Threads: The Big Fashion Stitch-UpAlyson Davis
 
Brochure culture assessment-email_n249
Brochure culture assessment-email_n249Brochure culture assessment-email_n249
Brochure culture assessment-email_n249Oscir Zancan
 
WebRTC Challenges in Contact Centers
WebRTC Challenges in Contact CentersWebRTC Challenges in Contact Centers
WebRTC Challenges in Contact CentersDialogic Inc.
 
Integrated Email Marketing
Integrated Email MarketingIntegrated Email Marketing
Integrated Email MarketingKaspar Luk
 
PLANNIONG SPOKEN AND WRITTEN MESSAGES
PLANNIONG SPOKEN AND WRITTEN MESSAGESPLANNIONG SPOKEN AND WRITTEN MESSAGES
PLANNIONG SPOKEN AND WRITTEN MESSAGESSmeet Jain
 
Workforce Enablement
Workforce EnablementWorkforce Enablement
Workforce EnablementAnil Raina
 
Resume Of Sandip N Kulkarni
Resume Of Sandip N KulkarniResume Of Sandip N Kulkarni
Resume Of Sandip N KulkarniSandip Kulkarni
 

Destacado (20)

A framework of Web Science
A framework of Web Science A framework of Web Science
A framework of Web Science
 
Canyon Collaborative_PR presentation
Canyon Collaborative_PR presentationCanyon Collaborative_PR presentation
Canyon Collaborative_PR presentation
 
Planet PR presentation
Planet PR presentationPlanet PR presentation
Planet PR presentation
 
FAME PR Presentation - 30,000 Foot View of Acquiring Event Sponsorship: The 3...
FAME PR Presentation - 30,000 Foot View of Acquiring Event Sponsorship: The 3...FAME PR Presentation - 30,000 Foot View of Acquiring Event Sponsorship: The 3...
FAME PR Presentation - 30,000 Foot View of Acquiring Event Sponsorship: The 3...
 
Presentation Marketing Pr
Presentation   Marketing PrPresentation   Marketing Pr
Presentation Marketing Pr
 
United Pr Presentation
United Pr PresentationUnited Pr Presentation
United Pr Presentation
 
Källkritik - källkritisk metod
Källkritik  - källkritisk metodKällkritik  - källkritisk metod
Källkritik - källkritisk metod
 
Strategy Analysis - Micron Acquisition of Elpida
Strategy Analysis - Micron Acquisition of ElpidaStrategy Analysis - Micron Acquisition of Elpida
Strategy Analysis - Micron Acquisition of Elpida
 
Message to Garcia
Message to GarciaMessage to Garcia
Message to Garcia
 
Toxic Threads: The Big Fashion Stitch-Up
Toxic Threads: The Big Fashion Stitch-UpToxic Threads: The Big Fashion Stitch-Up
Toxic Threads: The Big Fashion Stitch-Up
 
Brochure culture assessment-email_n249
Brochure culture assessment-email_n249Brochure culture assessment-email_n249
Brochure culture assessment-email_n249
 
WebRTC Challenges in Contact Centers
WebRTC Challenges in Contact CentersWebRTC Challenges in Contact Centers
WebRTC Challenges in Contact Centers
 
Integrated Email Marketing
Integrated Email MarketingIntegrated Email Marketing
Integrated Email Marketing
 
Title Town Gator Club
Title Town Gator ClubTitle Town Gator Club
Title Town Gator Club
 
PLANNIONG SPOKEN AND WRITTEN MESSAGES
PLANNIONG SPOKEN AND WRITTEN MESSAGESPLANNIONG SPOKEN AND WRITTEN MESSAGES
PLANNIONG SPOKEN AND WRITTEN MESSAGES
 
Newness
NewnessNewness
Newness
 
Workforce Enablement
Workforce EnablementWorkforce Enablement
Workforce Enablement
 
Organising
OrganisingOrganising
Organising
 
Beginning Internet And Email
Beginning Internet And EmailBeginning Internet And Email
Beginning Internet And Email
 
Resume Of Sandip N Kulkarni
Resume Of Sandip N KulkarniResume Of Sandip N Kulkarni
Resume Of Sandip N Kulkarni
 

Similar a Ellesse - Re brand

Urbanears' facebook content analysis
Urbanears' facebook content analysisUrbanears' facebook content analysis
Urbanears' facebook content analysisCelineLM
 
Proposal submission h&m v2
Proposal submission h&m v2Proposal submission h&m v2
Proposal submission h&m v2APSOTW
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideasSimThomas
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideasSimThomas
 
Levis vs Breakout
Levis vs BreakoutLevis vs Breakout
Levis vs BreakoutAjwa Mart
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideasSimThomas
 
Levisretail 110302065141-phpapp02
Levisretail 110302065141-phpapp02Levisretail 110302065141-phpapp02
Levisretail 110302065141-phpapp02Shipra Rana
 
Sangeeta Chouhan , Fashion Design Student NSQF Level -6
Sangeeta Chouhan , Fashion Design Student NSQF Level -6Sangeeta Chouhan , Fashion Design Student NSQF Level -6
Sangeeta Chouhan , Fashion Design Student NSQF Level -6dezyneecole
 
[무신사 MUSINSA] STRATEGIC BRAND EXPORT REPORT
[무신사 MUSINSA] STRATEGIC BRAND EXPORT REPORT[무신사 MUSINSA] STRATEGIC BRAND EXPORT REPORT
[무신사 MUSINSA] STRATEGIC BRAND EXPORT REPORTGyeongmin Kim
 
Company Analysis Essay
Company Analysis EssayCompany Analysis Essay
Company Analysis EssayAmy Washington
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideasSimThomas
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideasSimThomas
 
Wk3 final project
Wk3 final projectWk3 final project
Wk3 final projectmorganitb
 
Merchants of cool
Merchants of coolMerchants of cool
Merchants of coolaastruc
 

Similar a Ellesse - Re brand (20)

Urbanears' facebook content analysis
Urbanears' facebook content analysisUrbanears' facebook content analysis
Urbanears' facebook content analysis
 
Proposal submission h&m v2
Proposal submission h&m v2Proposal submission h&m v2
Proposal submission h&m v2
 
Question 5
Question 5Question 5
Question 5
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideas
 
AMBUSH
AMBUSH AMBUSH
AMBUSH
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideas
 
Levis vs Breakout
Levis vs BreakoutLevis vs Breakout
Levis vs Breakout
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideas
 
Levisretail 110302065141-phpapp02
Levisretail 110302065141-phpapp02Levisretail 110302065141-phpapp02
Levisretail 110302065141-phpapp02
 
Sangeeta Chouhan , Fashion Design Student NSQF Level -6
Sangeeta Chouhan , Fashion Design Student NSQF Level -6Sangeeta Chouhan , Fashion Design Student NSQF Level -6
Sangeeta Chouhan , Fashion Design Student NSQF Level -6
 
[무신사 MUSINSA] STRATEGIC BRAND EXPORT REPORT
[무신사 MUSINSA] STRATEGIC BRAND EXPORT REPORT[무신사 MUSINSA] STRATEGIC BRAND EXPORT REPORT
[무신사 MUSINSA] STRATEGIC BRAND EXPORT REPORT
 
SS -- Presentation Business Plan
SS -- Presentation Business PlanSS -- Presentation Business Plan
SS -- Presentation Business Plan
 
Company Analysis Essay
Company Analysis EssayCompany Analysis Essay
Company Analysis Essay
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideas
 
Task 19 – presentation of ideas
Task 19 – presentation of ideasTask 19 – presentation of ideas
Task 19 – presentation of ideas
 
Wk3 final project
Wk3 final projectWk3 final project
Wk3 final project
 
3. Research
3. Research3. Research
3. Research
 
Research
ResearchResearch
Research
 
Merchants of cool
Merchants of coolMerchants of cool
Merchants of cool
 
Bobs
BobsBobs
Bobs
 

Último

10 Things That Will Shape the Future of Education.pdf
10 Things That Will Shape the Future of Education.pdf10 Things That Will Shape the Future of Education.pdf
10 Things That Will Shape the Future of Education.pdfEducationView
 
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, ConventionsChapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, ConventionsMd Shaifullar Rabbi
 
Women_In_Automation_Introduction Session Presentation_2024.pptx
Women_In_Automation_Introduction Session Presentation_2024.pptxWomen_In_Automation_Introduction Session Presentation_2024.pptx
Women_In_Automation_Introduction Session Presentation_2024.pptxAndreeaTom
 
Moaaz Hassan El-Shayeb - Projects Portfolio
Moaaz Hassan El-Shayeb - Projects PortfolioMoaaz Hassan El-Shayeb - Projects Portfolio
Moaaz Hassan El-Shayeb - Projects Portfoliomoaaz el-shayeb
 
Full Sail projects and portfolio. edits after feedback
Full Sail projects and portfolio. edits after feedbackFull Sail projects and portfolio. edits after feedback
Full Sail projects and portfolio. edits after feedbacknkdiehl
 
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...FaHaD .H. NooR
 
Personal Branding Exploration for Career
Personal Branding Exploration for CareerPersonal Branding Exploration for Career
Personal Branding Exploration for Careerwhiteheadnakiyyah
 
Thisismycivics101Presentationforicstars.
Thisismycivics101Presentationforicstars.Thisismycivics101Presentationforicstars.
Thisismycivics101Presentationforicstars.mellis7
 
reStartEvents March 28th TS/SCI & Above Employer Directory.pdf
reStartEvents March 28th TS/SCI & Above Employer Directory.pdfreStartEvents March 28th TS/SCI & Above Employer Directory.pdf
reStartEvents March 28th TS/SCI & Above Employer Directory.pdfKen Fuller
 
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJFASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJFJulia Kaye
 
asdfasdiofujasloidfoia nslkflsdkaf jljffs
asdfasdiofujasloidfoia nslkflsdkaf jljffsasdfasdiofujasloidfoia nslkflsdkaf jljffs
asdfasdiofujasloidfoia nslkflsdkaf jljffsJulia Kaye
 
127. Reviewer Certificate in BP International
127. Reviewer Certificate in BP International127. Reviewer Certificate in BP International
127. Reviewer Certificate in BP InternationalManu Mitra
 
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptxkids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptxJagrutiSononee
 
Nashon Holloway - Media/Press Kit - Priv
Nashon Holloway - Media/Press Kit - PrivNashon Holloway - Media/Press Kit - Priv
Nashon Holloway - Media/Press Kit - PrivNashonHolloway
 
Blockchain_TezosDeveloperCommunitySNSCE.pdf
Blockchain_TezosDeveloperCommunitySNSCE.pdfBlockchain_TezosDeveloperCommunitySNSCE.pdf
Blockchain_TezosDeveloperCommunitySNSCE.pdfVISHNURAJSSNSCEAD
 
Globally, corrosion expenses reach $2.5 trillion yearly
Globally, corrosion expenses reach $2.5 trillion yearlyGlobally, corrosion expenses reach $2.5 trillion yearly
Globally, corrosion expenses reach $2.5 trillion yearlyReddy Kancharla
 
Crucial Conversation Certification India
Crucial Conversation Certification IndiaCrucial Conversation Certification India
Crucial Conversation Certification IndiaCrucial Skills
 
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptxSTORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptxsheenam bansal
 
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...Md Shaifullar Rabbi
 
ALISHA SHAKYA - Decade of Short Selected WORK PORTFOLIO
ALISHA SHAKYA - Decade of Short Selected WORK PORTFOLIOALISHA SHAKYA - Decade of Short Selected WORK PORTFOLIO
ALISHA SHAKYA - Decade of Short Selected WORK PORTFOLIOAlishaShakya7
 

Último (20)

10 Things That Will Shape the Future of Education.pdf
10 Things That Will Shape the Future of Education.pdf10 Things That Will Shape the Future of Education.pdf
10 Things That Will Shape the Future of Education.pdf
 
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, ConventionsChapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
 
Women_In_Automation_Introduction Session Presentation_2024.pptx
Women_In_Automation_Introduction Session Presentation_2024.pptxWomen_In_Automation_Introduction Session Presentation_2024.pptx
Women_In_Automation_Introduction Session Presentation_2024.pptx
 
Moaaz Hassan El-Shayeb - Projects Portfolio
Moaaz Hassan El-Shayeb - Projects PortfolioMoaaz Hassan El-Shayeb - Projects Portfolio
Moaaz Hassan El-Shayeb - Projects Portfolio
 
Full Sail projects and portfolio. edits after feedback
Full Sail projects and portfolio. edits after feedbackFull Sail projects and portfolio. edits after feedback
Full Sail projects and portfolio. edits after feedback
 
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
 
Personal Branding Exploration for Career
Personal Branding Exploration for CareerPersonal Branding Exploration for Career
Personal Branding Exploration for Career
 
Thisismycivics101Presentationforicstars.
Thisismycivics101Presentationforicstars.Thisismycivics101Presentationforicstars.
Thisismycivics101Presentationforicstars.
 
reStartEvents March 28th TS/SCI & Above Employer Directory.pdf
reStartEvents March 28th TS/SCI & Above Employer Directory.pdfreStartEvents March 28th TS/SCI & Above Employer Directory.pdf
reStartEvents March 28th TS/SCI & Above Employer Directory.pdf
 
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJFASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
 
asdfasdiofujasloidfoia nslkflsdkaf jljffs
asdfasdiofujasloidfoia nslkflsdkaf jljffsasdfasdiofujasloidfoia nslkflsdkaf jljffs
asdfasdiofujasloidfoia nslkflsdkaf jljffs
 
127. Reviewer Certificate in BP International
127. Reviewer Certificate in BP International127. Reviewer Certificate in BP International
127. Reviewer Certificate in BP International
 
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptxkids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
 
Nashon Holloway - Media/Press Kit - Priv
Nashon Holloway - Media/Press Kit - PrivNashon Holloway - Media/Press Kit - Priv
Nashon Holloway - Media/Press Kit - Priv
 
Blockchain_TezosDeveloperCommunitySNSCE.pdf
Blockchain_TezosDeveloperCommunitySNSCE.pdfBlockchain_TezosDeveloperCommunitySNSCE.pdf
Blockchain_TezosDeveloperCommunitySNSCE.pdf
 
Globally, corrosion expenses reach $2.5 trillion yearly
Globally, corrosion expenses reach $2.5 trillion yearlyGlobally, corrosion expenses reach $2.5 trillion yearly
Globally, corrosion expenses reach $2.5 trillion yearly
 
Crucial Conversation Certification India
Crucial Conversation Certification IndiaCrucial Conversation Certification India
Crucial Conversation Certification India
 
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptxSTORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
 
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
 
ALISHA SHAKYA - Decade of Short Selected WORK PORTFOLIO
ALISHA SHAKYA - Decade of Short Selected WORK PORTFOLIOALISHA SHAKYA - Decade of Short Selected WORK PORTFOLIO
ALISHA SHAKYA - Decade of Short Selected WORK PORTFOLIO
 

Ellesse - Re brand

  • 2. Introduction • The challenge - To strategically communicate Ellesse's key messages consistently to their international partners as well as to change the perception of the brand amongst all consumers no matter the nationality. • Why Ellesse – Our targeted market (18-35) remember Ellesee as a throwback to the 90’s - nostalgia is there. Framework as a global brand is well established in developing markets-great opportunity for commercial growth exists. Changing peoples perceptions has been achieved with brands in a similar position: eg Burberry
  • 3. Brand History • Reputation for blending sportswear (tennis+skiwear) functionality with street-level fashion styling. • 70’s - The stitched logo appears on the outside of clothes; a move copied by brands around the world ever since.
  • 4. High Point • 70/80s - ellesse becomes firm favourite with the jet set crowd of Cortina and Val d’Isere. • - Vogue Italia Feature 1973 : Ellesse “Curieuse” women's line is labelled “ sexiest option for the summer”. - Brand is positioned as stylish fashion wear that has Sportswear functionality.
  • 5. • 80’s - Global brand expansion strategy developed through sponsorships of major sporting events/series of advertisement campaign’s on TV, posters and calendars
  • 6. • Elite sports icons endorsed to affirm notion of high end sports clothing producers.
  • 7. The brands decline • 90’s- Ellesse was overtaken by rival companies like Nike/Addidas as market leaders in clothing lines which blend street/sport fashion wear. • Its presence in the European market faded very quickly. The company shifted its focus to developing Asian /South American markets. • 2000’s: A limited revival was attempted. They tried to rekindle the Ellesse image of 60’s/70’s era. Focus was placed on Ski/tennis clothing again by introducing a retro range. However, it could only be purchased online so many people were unaware of it.
  • 8. Why now? • Previously young people sought to fit in with the trends, now it’s the complete opposite. Expression of individuality amongst young people now is paramount. They don’t want to be seen wearing the same clothes as everyone else. • Vibrancy of design is as important; something Ellesse has always been good at • Vintage style clothing is very in vogue as demonstrated by the growth of charity shop sales/purchasing clothes of ebay. • Ellesse is in a prime position to take advantage of this because of the nostalgia factor it has. People now in the mid to late 20’s recall wearing Ellesse during the 90’s/ younger siblings remember their older brother/sister wearing it or wore it themselves through hand-me-downs. • Ellesse’s as a brand can position itself well in the context of current market trends-making it the ideal time for a reboot.
  • 9. Brand Repositioning • Product UPS = should be its ability to tap into/express modern youth sub cultures. • Ellesse Brands communication focus = “dolce vita” – “the sweet life”; lifestyle of expression, freedom and love. • Shift focus away from sports/tennis wear. The current A1 (18-30’s age range), remember it as urban street clothing during the 90’s. • Embrace it being smaller than leading brands - position it as the alternative to nike/addidas mainstream mass manufactured goods.
  • 10. How to implement this? • PR campaigns need a dual approach to achieve this. Communication should place heavy focus on 1) exclusivity 2) social media. • 1) Emphasises on localisation and exclusivity of clothing design will tap into regional sub-cultures (e.g. can be divided per continents), and gain Ellesse a reputation for being a brand which allows you to express your individuality, rather than forcing you to think their way. • 2) Proactive social media marketing is the most effective method to engage our targeted market; it is interactive, allows the monitoring of public perception/further PR opportunities without additional costs eg: trending on twitter/facebook, reddit ect.
  • 11. Exclusivity • Instead of seasons; Ellesse should produce a series of limited release regional clothing lines; designed by local designers, artists, graffiti artists ect. • This can be supplemented by securing exclusive selling rights of Ellesse products with certain clothing stores eg: in the UK- footasylum. • Press kits of limited release new products can be advertised in specific magazines to reinforce this market strategy: music magazines or Front in the UK for example. • It would also be beneficial to edit/redesign the website to allow consumers to order the products directly from Ellesse.
  • 12. Social media marketing • Effective social media marketing will be key to a successful re-branding. • In order to promote the idea of exclusivity and regional clothing lines, we should establish a micro-site/facebook page/twitter to get the public to vote the designs they want to see being produced. Each person that submits a vote and subscribes to the mailing list would automatically be entered into a prize draw for either free products/festival tickets ect, depending on the promotional offer. • Competitions can also be run where users can submit their own designs to the website/facebook pages. • If a user uploads a picture of themselves wearing their limited release Ellesse products to the website/page they can earn a 10% discount off their next Ellesse order/purchase.
  • 13. • Music plays an important part to the consumers we are targeting, so Ellesse needs to be reflective of this. • One way of achieving this is through the endorsement of up and coming artists/DJ’s. They then can produce soundtracks which can be used on the revamped website/Facebook page. These songs should all be available for access on Ellesse’s own soundcloud page. • Depending on commercial viability/budgets these songs can also be used for TV spots. For example - https://soundcloud.com/reklews/lee-scott-black-josh-ellesse • Ellesse should consider purchasing advertising space on websites like: Grooveshark, Spotify, Soundcloud, Youtube.
  • 14. • PR events using the endorsed artists can also be organised. • For example; sponsored “boiler room” type sets which are then uploaded onto an Ellesse’s own youtube channel; having these sets in the public domain will provide huge advertising potential in comparison to cost. • Alternatively, Ellesse can establish an annual event where its featured artists preform and people can win tickets to attend for free ( much like itunes festival but on a smaller scale).
  • 15. Conclusion • Social media will allow us to use 21st century technology in a way which will relate to our targeted market. • The emphasise on exclusivity will reinforce the way we are positioning the Ellesse brand and will demonstrate how much we value the consumers individuality. • We must ensure that our communications are focused in re-affirming the idea of “dolce vita” and all that it represents. • By implementing these strategies we can change the associations people have about Ellesse and see it make a successful comeback.