Economy. On Tuesday Zlatan reveal the contents of his new clothing line. But it will be a rapid cooling hype or a brand that keeps in time?
with the message that it’s not the clothes that creates the athlete is now marketing Zlatan Ibrahimovic his upcoming collection workout clothes. The trick, focusing on the buyer’s performance rather than on the product to be sold, may seem illogical, but is hardly new.
– It is becoming more common to want a “no bullshit communications “. Previously, the advertising focused on the product, but today it is more focused on lifestyle, performance or achievements where people talk about anything but the product, says branding expert Niklas Turner Olovzon.
Smart Name
the brand has been named AZ, and not perhaps more logical ZI can not be explained by any false modesty. The letters are simply the hard way all future sports stars must get to come close to being as good as the football king Ibra himself – from amateur to Zlatan. A smart choice of product names, believes Turner Olovzon who argue that a papering of the name Zlatan on clothing could scare off a slightly older audience and people with a certain fashion awareness that does not want to advertise the name, though they admire Zlatan.
– the product name has a distinct but subtle connection to him making the audience gets wider.
Clothing for all?
It is so far unknown in which price segment as sportikonens clothing will be. But the fact that the clothing is a partnership between Zlatan and Dress Mann owners Varner, and marketing messages, can gossip that there will be some treasures but affordable for the “common people”. Zlatan’s personal journey from underdog to sporting superhero, can also play a major role.
Zlatan choose to focus on sports clothes rather than costumes, chinos or shirts can be a smart move.
– Zlatan is iconic in many ways, but in the fashion world, he has so far not made any imprint. Moreover, it is always advisable for a strong brand image to stick close to its original genre, says trend expert Frida Zetterström.
She believes that while the collection, in addition to sportswear, will also include street clothes. And the garments can become a success story for the basic collection is stylish with great attention to both function and style.
– This is the basic idea of all successful street and sportswear. There, Björn Borg can be seen as a pioneer of crossovers from almost a bit arty-oriented clothing but with a functional purpose of the foundation, she said.
A new Lacoste?
Zlatan Ibrahimovic is not alone that sport star in one way or another confrontation or launch clothing brands or shoes. David Beckham, Cristiano Ronaldo, Bjorn Borg, Fredrik Ljungberg, Borje Salming, Peter Forsberg, Martin Dahlin and Tomas Brolin’ve all done it. But the question is what is required to hold a clothing brand alive when the sporting career completely died down. Can A-Z be a new Lacoste?
– This requires a storytelling based on both Zlatan but which also goes beyond him. It takes a story that begins in what Ibrahimovic stands for but then becomes something beyond the person Zlatan and rather the symbol of what he stands for, says Niklas Turner Olovzon.
But just as important, according to him, the products are a lasting quality that is high-tech and functional updated. There must be a high level of design awareness over time.
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