‘The sport of life’

Untitled-1.indd 1 04/12/2015 10:29

Editor ; Charlotte Stewart

Untitled-1.indd 3 04/12/2015 10:29

Untitled-1.indd 4 04/12/2015 10:29

Untitled-1.indd 5 04/12/2015 10:29

Untitled-1.indd 6 04/12/2015 10:29

R E S E A R C HB R A N D

Untitled-1.indd 7 04/12/2015 10:29

1959

1960

‘ E v e r y p r o d u c t n e e d s t o

l o o k g o o d & p e r f o r m

b r i l l i a n t l y . ’

In the late 1960’s ellesse became popular with the ski market after they discovered

a performance enhancing fabric.

1970

‘ J E T P A N T ’

Ellesse designed the most amazing and

practical ski pants! The ‘jet pant’ had a figure

hugging waistline, knee pads and flare bottoms which fit perfectly over ski

boots!

1980

E l l e s s e s p o n s o r s t h e

N e w Y o r k m a r a t h o n a s

w e l l a s t h e F 1 F e r r a r i t e a m .

The new celeb faces in Ellesse campaigns this

year makes it more ‘vogue’ than ever!

1982

1989

Ellesse sponsored the Italian soccer

team who went on to win the world cup in

Spain!Ellesse released a ski line called

Stardust.

W o r l d c u p

T I M E

Untitled-1.indd 8 04/12/2015 10:30

1990

‘ P N E U ’

Another innovative

product released by

ellesse in the 1990’s.

1998

1999

Ski Olympic gold

medallist won while

wearing Ellesse

clothing.

Ellesse sponsored the Italian

open in Rome.

2007

Ellesse teamed up with Daniella

Federica to create luxurious

editorials. 2009

ELLESSE’S 50TH

BIRTHDAY

2012

FAB FIVE!

5 of the worlds most revered sneaker stores

collaborate with Ellesse 2015

Ellesse begins the attempt to re-

brand.TO BE

CONTINUED!

G O L D

R O M E

EDITORIALS

L I N E

Untitled-1.indd 9 04/12/2015 10:30

Untitled-1.indd 10 04/12/2015 10:30

Ellesse is known for innovative products from tennis-wear to

skiwear they always have the answers to stylish and effective sports

clothing.

Untitled-1.indd 11 04/12/2015 10:30

As shown below, many of the Ellesse celebrity endorsements are in-fact sportsmen. They either play for a sports team or promote an interest in fitness to the world. Ellesse have always used their celebrities in this way because the best way for a sporting brand to promote is to use somebody inspiring in that industry to wear their products. This will result in the customer also buying these garments because in their mind it makes them more like their role models.

CELEBRITY ENDORSEMENTS

Untitled-1.indd 12 04/12/2015 10:30

FACES OF

The faces of ellesse also tend to be sportsmen. Everybody they use to promote their company is in some way involved in that industry. However it never seems to be international well known celebrities. This has a good impact on the company however if they found somebody who worked hard as well as having a higher social status this might make a great impact because their promotions ill be able to stretch further.

CELEBRITY ENDORSEMENTS FACES OF ELLESSE

Untitled-1.indd 13 04/12/2015 10:30

The brand has mostly depended on tennis-wear for its revenues so it has not had the chance to expand its networking outside of this. A serious downfall for ellesse is they do not have their own concept of flagship store. This really kills the ‘exclusive feel’ to the brand.

The brand has a unique place in sportswear as they have been in the ‘tennis market’ for over half a century. They also have a strong brand presence in at least 20 countries. The brand always runs model hunt competitions which view a story around a sport. They have been very successful in the sports industry.

t rengths eaknesses

Untitled-1.indd 14 04/12/2015 10:30

eaknesses

If ellesse creates its own store this will help the branding of the business. Another opportunity for ellesse would be to have a sister brand with a different customer market to escape only reaching out to the tennis sector.

ppitunit ies hreats

The sports industry has began to have low brand loyalty.

They have no flagship store.

Their customer is outdated.

Untitled-1.indd 15 04/12/2015 10:30

T H E NC

U

S

T

O

M

E

R

Untitled-1.indd 16 04/12/2015 10:30

Skate scene In need of sustainable clothing items, strong skate-wear Graphic design and cool anime Life inspired by music, you’ll never catch them without headphones

16 to 18 YRS

ART

Man

ga +

Ani

me

Strongest age19/20 Y

RS

N O W C

U

S

T

O

M

E

R

Untitled-1.indd 17 04/12/2015 10:30

T H E NC

O

M

P

E

T

I

O

N

Untitled-1.indd 18 04/12/2015 10:30

N O WC

O

M

P

E

T

I

O

N

Untitled-1.indd 19 04/12/2015 10:30

T H E N

Untitled-1.indd 20 04/12/2015 10:30

N O W

Untitled-1.indd 21 04/12/2015 10:30

Untitled-1.indd 22 04/12/2015 10:30

Untitled-1.indd 23 04/12/2015 10:30

In the past e l lesse have a lways created innovat ive useful products . For example

E l lesse created the sk i t rousers , the bottoms of the t rousers come over the top of your sk i boot rather than you having to tuck i t ins ide the boot i tse l f. They manage to create products for sportswear so you are able to look sty l i sh and feel amazing

too.

E l lesse needs reposit ioning in the market , I feel

l ike i t would be very useful to adapt th is brand

or create a s i ster brand on skate-wear. They

can use thei r innovat ive i tems to create hard-

wear ing useful c lothing and take over the skate

scene .

A B O U T T H E

Untitled-1.indd 24 04/12/2015 10:30

Ellesse is the official brand of

Nandos, they even produce

the employees clothing.

Ellesse stands for L.S which is the

initials of founder Leonardo Servadio.

B R A N D

Untitled-1.indd 25 04/12/2015 10:30

Untitled-1.indd 26 04/12/2015 10:30

D A T ACOLLECTION

Untitled-1.indd 27 04/12/2015 10:30

Untitled-1.indd 28 04/12/2015 10:30

M A R K E TR E S E A R C H

Untitled-1.indd 29 04/12/2015 10:30

Scientific studies show that staring at certain colours can reduce your heart rate especially pink. This is very important when it comes to sporting excellence and can be used to improve performance. By creating a product in which the customer can see this colour in front of their eyes will help with relaxation of the heart rate before after or in between performances.

Everything in this generation is about technology, apps, phones, computers and video games are taking over the world. You no longer even need a bank card you can pay via your mobile phone, everything is build around technology now.

The best way of promotion is through a giving brand and since the governments in a lot of countries can not be trusted to use the money which is given to public charities a brand needs to prove they are helping the world to get the customers attention and the magazine features. They need to do something new, something different to giving a few pounds towards a random charity which we are all unsure about actually helps the world.

Customer experience is a huge branding technique right now. For example Louis Vuttions recent exhibition which gave an amazing brand experience instead of just pushing it to sell products to people. The customer likes to feel in control and the more amazing the brand experience the more customers you will gain.

M A R K E T

Untitled-1.indd 30 04/12/2015 10:30

Rihanna has launched her new video with a new way to interact with the customer. Everything in promotion now is about brand experience and feeling apart of the brand itself. During this game you answer questions about rihanna so she can find out who her biggest fans are. This is such a great way to promote as people who may not originally be as interested in rihanna will still play the game because its fun and its competition.

Customers now know how important it is for a brand to have as much information off they as possible, everywhere you look there is brands asking for emails and numbers. The customers of this generation know that giving their email out results in their inbox getting spammed so they give out false address and avoid it when possible. We need to find a way to get customers information while also giving them a benefit they can’t turn down.

This is similar to brand a customer experience. For a successful promotional technique the customer needs to feel an emotion, whether the be being apart of something or giving them something to wish for it does not matter, so long as you pull on their heart strings.

Useful thinking! You need to catch your customers attention at all times, especially when they are looking for something to interest them. For example in the back of a taxi, these minutes of your customers day are vital, if they are very busy this is one of the very few times they get to sit down and notice your brand.

I N F L U E N C E S

Untitled-1.indd 31 04/12/2015 10:30

Untitled-1.indd 32 04/12/2015 10:30

T O U C HP O I N T S

Untitled-1.indd 33 04/12/2015 10:30

You can unlock limited edition garments when you pass certain levels on the app game. This will get the customer interested in the business because they love something where they are first hand involved. As well as this it is something which is not commonly done so they will be intrigued.

Ellesse will gain promotion from this and the items which are unlocked on this game will become of so much value as anyone who has these items either won the game or have paid a large sum of money to get them off someone who has in-fact won the game. The item can be small things depending on levels from logo stickers, key rings, promotional vouchers to the chance to personalise an ellesse item e.g. have their initials placed on a pair of trainers to phone cases etc.

APP GAME

Untitled-1.indd 34 04/12/2015 10:30

Untitled-1.indd 35 04/12/2015 10:30

This kind of product would widen their customer market because as well as targeting the new market which is skate-wear/products with an urban twist, due to the current fashion trends, they would also target professionals and an older market. The more markets you hit with a few products means the more money you gain.

Scientific studies show that breathing through your nose and seeing certain colours can relaxing you body and muscles. Ellesse is a sporting brand so this information is crucial when making their products. Everything ellesse stands for reflects innovation and creating products which improve the sports wear experience. If ellesse could add these points into their next garment but also make it fashionable and cool then it would be everything they stand for as well as hitting the new customer market. It would also put Ellesse in competition with high end brands and show the world they are serious about this come back and they are not just another sporting company to make branded hoodies.

PROFESSIONAL SPORTING PRODUCT

Untitled-1.indd 36 04/12/2015 10:30

Untitled-1.indd 37 04/12/2015 10:30

The customers need a real life brand experience while Ellesse desperately need their own flagship store it makes a lot more sense to create a pop up store / exhibition to attract the customers attention and find out more about the customers and their preferences, from this information we can create the perfect flagship store. The pop up store will have various interactive activities inside and during your experience you will be able to participate in some dry slop skiing and a fun game of graffiti tennis which consists of hitting balls of paint instead of tennis balls. If you give the customers a great experience and wow them then they pay more attention to your products. They can go through the eras of ellesse and learn about the brand while having a good time, at the end of their experience there will be the store in which they can buy products from, some of these products will be shown all over the exhibition to catch the customers eye and some of them can be trialled throughout. For example the new jacket with the zip over face hood and pink mesh over the eyes with only holes to breathe from the nose can be trialled by making the customer participate in a task which increases their heart-rate then they can wear the jacket and lie on a bench for around 5 minutes and we can re test their heart rate. This will prove the products work, as well as the durable items which will be released for the skate boards, we can let use sandpaper, water, etc. to try and damage the garments to prove how durable they really are.

BRAND EXPERIENCE

Untitled-1.indd 38 04/12/2015 10:30

Untitled-1.indd 39 04/12/2015 10:30

The best way of promotion is through a giving brand, however you can never trust that when you give to charities and brands that the money is actually used in the correct way. The customers are becoming more intelligent about these kind of things so we need to go about it in a new way. There is a new way of getting past this, produce the items in a factory which has promoted all over the world they are a trust worthy place and add this into you promotions for your items. By using a factory which proves they give the people who work or them an education which means a chance to put money into their future economy instead of giving them £2 a month means a lot.

This kind of thing has not really been done before, the customers could be funding a life for the future generation by doing nothing other than just buying the garments from ellesse.

HELP THE WORLD

Untitled-1.indd 40 04/12/2015 10:30

Make the change. Inspire the world. Show everyone it’s not to late to change the world. Buy Ellesse garment created in monitored factories. Every time you buy an item of Ellesse clothing a child who once had no hope graduates from our inner school scheme inside of the factory where our clothes are produced. Be a part of the future.

Jada Elijah

Mathematics

Untitled-1.indd 41 04/12/2015 10:30

The way to make a promotional video more interesting is to make it interactive. Let the customer choose how they want the story to end. By using emoji’s throughout the video the customer can click an emoji they relate to and it will link to a different part of the videos.

For example it could have a ski, skate and tennis emoji, depending on which one you click on depends on weather the next clip is shot in a skate park, a tennis court or a ski slope. This way the customer feels involved and tailors the videos

To their own needs. This will also gain information for the company as they can track which emojis where clicked the most and this helps them narrow their target customer down without the customer even realising.

INTERACTIVE VIDEO

Untitled-1.indd 42 04/12/2015 10:30

Untitled-1.indd 43 04/12/2015 10:30

GOODIE BAGS

At our events, e.g. the brand experience one, we will provide goodie bags. However we know our customers to know that their sports heavy life means a tote bag won’t come in very useful. So we are providing our customers with canvas backpacks.

Inside of the goody bags you will receive things that come in handy, from oyster card holders to uber codes and so much more.

Untitled-1.indd 44 04/12/2015 10:30

Untitled-1.indd 45 04/12/2015 10:30

Team up with nandos for a promotional give away. Ellesse are the official creators of Nandos’ uniform. Nandos is a very popular Portuguese restaurant in the UK, this is the kind of place customers from Ellesse would eat so the link between the clothing company and restaurant is great. For 1 week only nandos will be sent batches of customised Ellesse plates. They will have a promotional code on the bottom and customers will be aware of the current promotion which is taking place.

This is where the game begins, there will only be a few of these plates in each store and when you finish your food if your lucky enough to have one of these ellesse plates you can take it to the desk and receive certain one off discount codes for the Ellesse website.

NANDOS GIVEAWAY

Untitled-1.indd 46 04/12/2015 10:30

Untitled-1.indd 47 04/12/2015 10:30

PROMOTIONAL

Untitled-1.indd 48 04/12/2015 10:30

PROMOTIONAL STRATEGIES

Untitled-1.indd 49 04/12/2015 10:30

Untitled-1.indd 50 04/12/2015 10:30

Untitled-1.indd 52 04/12/2015 10:30