Wednesday, March 17, 2010

Back to Basics

I'm sure it's no news but still.... just got some examples to back it up:

A lot has been said lately about brands leveraging their Heritage on their communication strategies (...ok maybe also on their products...). In the case of Italian companies, this means going back to their strongest values: Tradition in craftsmanship (...say, the "Made in Italy") and Family.

In Gucci's case, I think, the strong relationship and history that the company shares with its workers through its Florentine factory also relates to the concept of family. But of course, this new institutional ad campaign (which I finally spotted today on the IHT) focuses on their long tradition in craftsmanship.... of about 90 years.

On a recent article on WWD, Patrizio di Marco- CEO of Gucci Group added: "It's about the energy, the craftsmanship and the fact that many sons of the workers in these photos are still with us".

In the case of Missoni, the new ad campaign includes photos of all its family members... at home. No long-legged models or fancy locations. These images feel quite casual... obtaining a very approachable "tone-of-voice".

Dolce & Gabbana instead included a video on their F-W 2010/11 show demonstrating the process of making the collection. Both Domenico Dolce and Stefano Gabbana appeared hard at work alongside their (skilled) craftsmen and women.

The brand explained in 3 words at the beginning of the show:

You can read the complete review of this show on

F-W 2010/11 Show- Part 1:

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