The sport of life

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Editor ;
Charlotte Stewart

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BRAND
RESEARCH
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TIME

1960

1970

1959

1980
Every product
needs to
look good
& perform
brilliantly.
In the late 1960s ellesse
became popular with the ski
market after they discovered
a performance enhancing
fabric.

JET
PANT
Ellesse designed the
most amazing and
practical ski pants! The
jet pant had a figure
hugging waistline,
knee pads and flare
bottoms which fit
perfectly over ski
boots!

1982

Ellesse
sponsors the
New York
marathon as
well as the F1
Ferrari team.
The new celeb faces in
Ellesse campaigns this
year makes it more
vogue than ever!

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1989
World cup
Ellesse
sponsored the
Italian soccer
team who went
on to win the
world cup in
Spain!

Ellesse released
a ski line called
Stardust.

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LINE

F AB F IV E !
5 of the worlds
most revered
sneaker stores
collaborate with
Ellesse

ELLESSES
50TH
BIRTHDAY

ROME
GOLD
PNEU
Another
innovative
product
released by
ellesse in the
1990s.

Ski Olympic
gold
medallist
won while
wearing
Ellesse
clothing.

Ellesse
sponsored
the Italian
open in
Rome.

2015

2012

EDITORIALS
Ellesse teamed
up with Daniella
Federica to
create luxurious
editorials.

Ellesse begins the

attempt to rebrand.
TO BE
CONTINUED!

2009

2007

1999

1998
1990

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Ellesse is known for innovative

products from tennis-wear to
skiwear they always have the answers
to stylish and effective sports
clothing.

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As shown below, many of the Ellesse

celebrity endorsements are in-fact
sportsmen. They either play for a sports
team or promote an interest in fitness
to the world. Ellesse have always used
their celebrities in this way because the
best way for a sporting brand to promote
is to use somebody inspiring in that
industry to wear their products. This
will result in the customer also buying
these garments because in their mind it
makes them more like their role models.

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CELEBRITY ENDORSEMENTS

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FACES OF ELLESSE
FACES
OF

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The faces of ellesse also tend to be

sportsmen. Everybody they use to
promote their company is in some way
involved in that industry. However it
never seems to be international well
known celebrities. This has a good
impact on the company however if they
found somebody who worked hard as
well as having a higher social status this
might make a great impact because their
promotions ill be able to stretch further.

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tren g th s

The brand has a unique place

in sportswear as they have
been in the tennis market
for over half a century.
They also have a strong
brand presence in at least
20 countries. The brand
always runs model hunt
competitions which view a
story around a sport. They
have been very successful
in the sports industry.

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ea kn esses

The brand has mostly

depended on tennis-wear
for its revenues so it has
not had the chance to
expand its networking
outside of this. A serious
downfall for ellesse is
they do not have their
own concept of flagship
store. This really kills the
exclusive feel to the brand.

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ppi t uni t i e s

If ellesse creates its own

store this will help the
branding of the business.
Another
opportunity
for ellesse would be to
have a sister brand with a
different customer market
to escape only reaching
out to the tennis sector.

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hreat s

The sports industry has began

to have low brand loyalty.
They have no flagship store.
Their customer is outdated.

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C
U

THEN

S
T
O
M
E
R
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NOW

C
U
S

16 to 18 YRS

Manga + Anime

19/20 YRS

T
O
M
E

ART

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Strongest age

Skate scene
In need of sustainable clothing items, strong skate-wear
Graphic design and cool anime
Life inspired by music, youll never catch them without headphones

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C
O

THEN

M
P
E
T
I
O
N
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NOW

C
O
M
P
E
T
I
O
N

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THEN
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NOW
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ABOUT THE

In th e p a s t e l l e sse h ave al ways created

i n n ovati ve u se f u l p rodu c ts. For exampl e
E l l e sse c reate d th e sk i trou sers, the
b o t to m s o f th e tro u se rs come over the top
o f yo u r s k i b o o t rath er tha n you hav in g to
t u c k i t i n s i d e th e b o o t itsel f. T hey ma n age
to c reate p ro d u c ts fo r spor tswea r so you
a re a b l e to l o o k s tyl i sh a n d feel amazin g
to o.

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l
fee
I
,
et
nd
ark is bra
m
the pt th . They n
i
da
g
ar
rd
nin l to a e-we te ha ate
o
i
a
it
k
at
fu
pos y use on sk to cre the s
e
r
s
s
d
er
er
eed be v r bran item ke ov
n
ta
sse
uld
ste
tive
E l l e i t wo e a s i n ova g a n d
n
n
t
like crea heir i lothi cene.
c
r
t
s
o
l
use usefu
n
ca ing
ar
we

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BRAND

Ellesse stands for L.S which is the

e official
Ellesse is th
y even
Nandos, the
employees
the

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brand of
produce
clothing.

initials of founder Leonardo Servadio.

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DATA
COLLECTION

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MARKET
RESEARCH
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MARKET

Scientific studies show that staring at certain colours can reduce

your heart rate especially pink. This is very important when it
comes to sporting excellence and can be used to improve
performance. By creating a product in which the customer can
see this colour in front of their eyes will help with relaxation
of the heart rate before after or in between performances.

Everything in this generation is about technology, apps,

phones, computers and video games are taking over the world.
You no longer even need a bank card you can pay via your
mobile phone, everything is build around technology now.

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The best way of promotion is through a giving brand and since the governments
in a lot of countries can not be trusted to use the money which is given
to public charities a brand needs to prove they are helping the world to
get the customers attention and the magazine features. They need to do
something new, something different to giving a few pounds towards a
random charity which we are all unsure about actually helps the world.

Customer experience is a huge branding technique right now. For example Louis
Vuttions recent exhibition which gave an amazing brand experience instead of
just pushing it to sell products to people. The customer likes to feel in control
and the more amazing the brand experience the more customers you will gain.

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INFLUENCES

Rihanna has launched her new video with a new way to interact
with the customer. Everything in promotion now is about brand
experience and feeling apart of the brand itself. During this
game you answer questions about rihanna so she can find out
who her biggest fans are. This is such a great way to promote
as people who may not originally be as interested in rihanna
will still play the game because its fun and its competition.

This is similar to brand a customer experience. For a successful

promotional technique the customer needs to feel an emotion,
whether the be being apart of something or giving them something
to wish for it does not matter, so long as you pull on their heart strings.

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Customers now know how important it is for a brand to have

as much information off they as possible, everywhere you look
there is brands asking for emails and numbers. The customers
of this generation know that giving their email out results in
their inbox getting spammed so they give out false address and
avoid it when possible. We need to find a way to get customers
information while also giving them a benefit they cant turn down.

Useful thinking! You need to catch your customers attention

at all times, especially when they are looking for something to
interest them. For example in the back of a taxi, these minutes of
your customers day are vital, if they are very busy this is one of
the very few times they get to sit down and notice your brand.

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TOUCH
POINTS
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APP GAME

Ellesse will gain promotion

from this and the items
which are unlocked on this
game will become of so
much value as anyone who
has these items either won
the game or have paid a large
sum of money to get them
off someone who has in-fact
won the game. The item can
be small things depending on
levels from logo stickers, key
rings, promotional vouchers
to the chance to personalise
an ellesse item e.g. have their
initials placed on a pair of
trainers to phone cases etc.

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You can unlock limited

edition garments when
you pass certain levels on
the app game. This will get
the customer interested
in the business because
they love something
where they are first hand
involved. As well as this
it is something which is
not commonly done so
they will be intrigued.

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PROFESSIONAL
SPORTING
PRODUCT
Scientific studies show that breathing
through your nose and seeing certain colours
can relaxing you body and muscles. Ellesse is
a sporting brand so this information is crucial
when making their products. Everything
ellesse stands for reflects innovation and
creating products which improve the sports
wear experience. If ellesse could add these
points into their next garment but also make
it fashionable and cool then it would be
everything they stand for as well as hitting
the new customer market. It would also put
Ellesse in competition with high end brands
and show the world they are serious about
this come back and they are not just another
sporting company to make branded hoodies.

This kind of product would widen their

customer market because as well as
targeting the new market which is skatewear/products with an urban twist, due to
the current fashion trends, they would also
target professionals and an older market.
The more markets you hit with a few
products means the more money you gain.

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BRAND EXPERIENCE
The customers need a real life brand experience
while Ellesse desperately need their own
flagship store it makes a lot more sense to
create a pop up store / exhibition to attract
the customers attention and find out more
about the customers and their preferences,
from this information we can create the perfect
flagship store. The pop up store will have
various interactive activities inside and during
your experience you will be able to participate
in some dry slop skiing and a fun game of
graffiti tennis which consists of hitting balls
of paint instead of tennis balls. If you give the
customers a great experience and wow them
then they pay more attention to your products.
They can go through the eras of ellesse and
learn about the brand while having a good
time, at the end of their experience there will
be the store in which they can buy products
from, some of these products will be shown all
over the exhibition to catch the customers eye
and some of them can be trialled throughout.
For example the new jacket with the zip over
face hood and pink mesh over the eyes with
only holes to breathe from the nose can be
trialled by making the customer participate
in a task which increases their heart-rate then
they can wear the jacket and lie on a bench
for around 5 minutes and we can re test their
heart rate. This will prove the products work,
as well as the durable items which will be
released for the skate boards, we can let use
sandpaper, water, etc. to try and damage the
garments to prove how durable they really are.

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HELP THE WORLD

The best way of promotion

is through a giving brand,
however you can never
trust that when you give to
charities and brands that the
money is actually used in the
correct way. The customers
are becoming more intelligent
about these kind of things so
we need to go about it in a
new way. There is a new way
of getting past this, produce
the items in a factory which
has promoted all over the
world they are a trust worthy
place and add this into you
promotions for your items. By
using a factory which proves
they give the people who
work or them an education
which means a chance to
put money into their future
economy instead of giving
them 2 a month means a lot.

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This kind of thing

has not really been
done before, the
customers could be
funding a life for the
future generation by
doing nothing other
than just buying the
garments from ellesse.

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Make the change. Inspire the world. Show everyone its not to late to change the world.
Buy Ellesse garment created in monitored factories. Every time you buy an item
of Ellesse clothing a child who once had no hope graduates from our inner school
scheme inside of the factory where our clothes are produced. Be a part of the future.

Jada Elijah
Mathematics

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INTERACTIVE VIDEO
The way to make a
promotional video
more interesting is to
make it interactive.
Let the customer
choose how they
want the story to
end. By using emojis
throughout
the
video the customer
can click an emoji
they relate to and it
will link to a different
part of the videos.

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For example it
could have a ski,
skate and tennis
emoji, depending
on which one you
click on depends
on weather the
next clip is shot
in a skate park, a
tennis court or
a ski slope. This
way the customer
feels involved and
tailors the videos

To their own
needs.
This
will also gain
information for
the company as
they can track
which
emojis
where
clicked
the most and
this helps them
narrow
their
target customer
down
without
the
customer
even
realising.

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GOODIE BAGS

At our events, e.g. the

brand experience one,
we will provide goodie
bags.
However
we
know our customers to
know that their sports
heavy life means a tote
bag wont come in
very useful. So we are
providing our customers
with canvas backpacks.

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Inside of the goody

bags
you
will
receive things that
come in handy, from
oyster card holders
to uber codes and
so much more.

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NANDOS GIVEAWAY

Team up with nandos for a

promotional give away. Ellesse
are the official creators of
Nandos uniform. Nandos is
a very popular Portuguese
restaurant in the UK, this is
the kind of place customers
from Ellesse would eat so the
link between the clothing
company and restaurant
is great. For 1 week only
nandos will be sent batches
of customised Ellesse plates.
They will have a promotional
code on the bottom and
customers will be aware
of the current promotion
which is taking place.

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This is where the

game begins, there
will only be a few of
these plates in each
store and when you
finish your food if
your lucky enough
to have one of these
ellesse plates you can
take it to the desk and
receive certain one
off discount codes for
the Ellesse website.

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PROMOTIONAL

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L STRATEGIES

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