DIESEL - BE STUPID

The Diesel brand is very much built on identity. The Diesel customers relate to the brand by either fitting the identity profile or aspiring to become what the brand represents. The customer image proposed by Diesel is very strong, perhaps too strong to be influenced by the customers. However, this need not be a problem for Diesel as long as the customers want to celebrate the rebellious, care free, individual and independent lifestyle which Diesel promotes.
   

Many of Diesel’s advertising campaigns are very different from the advertising of other high end fashion brands. The Be Stupid campaign is a good example of how the Diesel customers relate to the controversial message. Some customers find the message of the care free life amazing, while others admit to not understanding the idea, which might make them stupid, but that is perhaps what is cool.
  

     

Additionally two of the ads were banned in the UK, this only underlines the rebellious nature of the Diesel brand.
  

Read more:

http://www.diesel.com/magnetic/

http://www.creativeadawards.com/diesel-be-stupid-advertising-campaign/

http://www.styleite.com/media/banned-diesel-ads/

http://youlookfab.com/2010/06/04/be-stupid-diesels-eye-catching-campaign/

http://www.socialphy.com/posts/images-pics/4344/Be-Stupid---Diesel.html

http://www.webdesigncore.com/2010/04/04/diesel-be-stupid-advertising-campaign/

http://artatm.com/2010/03/awesome-be-stupid-advertising-campaign-of-diesel/

EXPERIENCING WRANGLER

So far, we learned something about Wranglers heritage, their main products and their branding strategy. But what really describes the Wrangler brand? What is it that makes customers repeatedly buy their favorite denim jeans? And what is it that keeps the brand alive?

In order to have a look at why customers decide to go for the name WRANGLER when shopping for jeans, we will have a closer look at the brand.

"A Brand is a complex symbol. It is the intangible sum of a product's attributes, its name, packaging and price, its history, reputation, and the way it's advertised. A brand is also defined by consumer's impression of people who use it, as well as their own experience." David Ogilvy

These experiences people have and make of brands are divided into internal and external experiences as can be seen in the following figure of the identity prism model. The model consists of external facets, namely the brand physique, the relationship mode and the customer reflected image, and of internal facets, namely the brand personality, culture of the brand and the customer self-concept.

The typical Wrangler customer, as illustrated in the identity prism, wants to live the American way of life. He either is or strives to be a Cowboy and does so by wearing a pair of Wrangler jeans. By picking this kind of jeans customers of Wrangler lie their trust in the quality of the products and value the authenticity of the brand. This is what makes Wrangler customers addicted to their denim, but what about you? Is Wrangler already on you?

  

Read more:

http://www.wrangler.com/wps/wcm/connect/wrangler-en_us/about_us/history/

http://www.slideshare.net/nitin59/kapferer-model-brand-identity-prism-presentation

BRANDING SEVEN

7 for All Mankind position their brand in the premium denim market, a segment that ever since their entrance in 2001 has becoming highly exploited by new brands wanting to compete about selling their jeans to the premium price. As of today their is a decline in demand to be seen in this segment and the premium jeans market is said to only count for 1% of the entire jeans market. Giving this rather negative outlook it is even more important for a brand to stand out from the rest.

Seven customers buy their jeans based on the style and the brand recognition. The emotional connection of lifestyle and image they feel towards the brand does even make them pay the higher premium price. Today, in the new environment of the market, a strong emotional connection with the target segment is the key advantage, because customers don’t only buy the jeans with the Seven logo, they buy the idea of the brand. An idea of what this product can bring them in terms of value and status. And who would do it better than the "Lifestyle innovators" at Seven?!  

“Branding is about identifying the right demographic, market and target segment, wants need trends, why they buy, then develop a brand/marketing strategy that appeals and retches that group.”

Being aware of who their target customer is and what they look for, Seven has made sure to find the right touch-points and channelling their marketing activities trough the right media. They are very present on the Internet where they have a home web page with both online-shopping and news-spreads. But they are also active on different social media networks, such as Facebook, Twitter and has also a blog, The Denim Dossier, here you can find the newest fits and scroll through pictures of celebs wearing your favorite (and theirs) denim brand. 

Yes, 7 for All Mankind know their game, they are aware of what their customers look for and where they look for it. Building a strong relationship, getting to know their customers and spread the news of their best cuts of blue denim, Seven nows where the action is. And they make sure to be there, before someone else is, no matter if it concerns updating their Facebook log or cover the bottom of Cameron Diaz. Doesn't that make you want to be part of the Seven Family too!

So when choosing your blues, choose wisely because don't forget, it's already on you.          

Read more:

Webpage and online-shop: http://uk.7forallmankind.com/en_en/

Facebook: http://www.facebook.com/7ForAllMankindEU

Twitter: http://twitter.com/#!/7FAM_EU

Denimdossier blog: http://denimdossier.com/

Picture:

http://denimdossier.com/

READY TO BE CONTAMINATED?

Welcome to everyone !!

This blog is dedicated to transmit the virus of jean's addiction. We are keen on the creation of jeans and the industry and we want to share what we found and will find, with you. We are not just people who wear blue jeans. We are interested in all aspects of the jeans industry from design to advertising going through innovation and brand management. We will provide you with a new angle on what jeans really are. But be careful, if you walk in you will never get out again! Always remember, they are already on you...