In France Adidas has launched a mini-site to promote its Low Pro Football collection. Even if these shoes are among the ugliest they produce, I like the project. Not really for the website (very basic and with the usual user generated content part) but rather for the great videos they produced to tell the audience the secrets for being stylish.
I appreciate both the creative standpoint and the execution. In each single video you breath style and, just as importantly, you can experience a wide number of products. I like the mood that takes us back to the Thirties, and the fact that the collection comes to life in the storytelling which is something that rarely happens.
The agency is Tequila. via
The International Herald Tribune has an interesting article on luxury brands and the evolution of their marketing strategy in the age of the new consumer. Considering that “it’s hard to improve upon perfection“, it is no longer a question of fashion, now it’s a question of style. Rich customers are still willing to pay (a lot) for luxury products. But they ask for lasting perfection. Made in China is not welcome.
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