Product category:
Point of purchase, retail design
News Release from: Live and Breathe
Edited by the Marketingservicestalk Editorial
Team on 25 March 2008
Live and Breathe helps relaunch
Lambretta shoes
Retail marketing agency Live and Breathe has created a set of stylishly retro marketing support materials to relaunch Lambretta's footwear range to European buyers and trade and consumer press.
The brief from Live and Breathe client B Brands, which has rights for use of the Lambretta brand under a four-year contract, was to generate marketing collateral to reposition Lambretta as a brand of quality in its own right Live and Breathe has responded with a creative concept that harks back to Lambretta's heritage and provenance as an iconic 60s Italian scooter brand that took the UK's Mod population by storm, while communicating an 'added value' approach to production, which defines the essence of Lambretta footwear today
This article was originally published on Marketingservicestalk on 10 Dec 2007 at 8.00am (UK)
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Live and Breathe creative director, James Hoxley, explained: "One of the defining qualities of the new Lambretta footwear range is the high-value production techniques.
"The way the shoe is constructed and the quality of leather used is remarkable for its price point.
"We have reflected those elevated brand values by producing a set of materials using the same ethos".
He continued: "We have included surprising details such as spot varnishing and metallic finishes to add a little bit of understated luxury, just like the shoes.
"Coupled with original black and white photography from Lambretta's golden era, the marketing materials convey both the brand's authenticity and its distinctive quality".
Live and Breathe's through-the-line campaign, which includes outdoor media, digital, full-page press ads, POS and retail support information, will be used throughout all European markets to support Lambretta's sales and marketing teams selling to key independent retailers, selected department stores and small multiples in six months' time, as well as at some of the key trade shows in the UK and Europe.
Richard Shetliffe, B Brands managing director, said: "This was a challenging brief: the aim was to get buyers to take a fresh look at Lambretta footwear.
"By paying homage to the provenance of the brand, Live and Breathe has moved away from recent history to reconnect Lambretta with its iconic status, while the detail used throughout the literature conveys our commitment to quality".
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