Brand New Marketing Of Shoes And Clothing Advertising Marketing

In order to make Gym shoes The "alternative" image has captured the hearts of consumers, and Diesel has made a lot of efforts to integrate. Marketing To communicate with consumers "kick ass" this seemingly absurd appeal.

Following the spring and summer of Diesel2010, the "Be stupid" was launched. Advertisement Publicity has caused a stir in the world and won the outdoor advertising award at the Cannes International Advertising Festival this year. The brand continues the "fool" spirit and loudly tells consumers that "my shoes are not for running, but for Diesel Sneakers not Made for Running, Great for Kicking Asses"!

Diesel's advertising has always been a bit of a pain in the neck, and likes to use puns. The latest Sneaker series is using the concept of "Kick Ass". It is obvious that they want to say that their shoes are great, but they pretend to be serious and shoot a group of kick ass blockbusters.

After listening to the latest ads for sneakers, many people will be puzzled. Why did Diesel propose such ridiculous demands? Before answering this question, we can take a look at Diesel's brand positioning and a series of recent moves.

Under the propaganda of the "Be stupid" theme, Diesel has successfully established the law of fools in the minds of consumers: life is grey before becoming a fool. And with the law of fools, life has become a happy kaleidoscope of happiness. A fool gives you strength to transform fear into experience; a fool lets you follow distant dreams, defeat your weaknesses, open the door of adventure, or just make you laugh.

It can be seen that Diesel is advocating an attitude aimed at providing brand additional value to other brands. In many cases, consumers choose not only to focus on product functions, but also to add value to the brand. The brand value added by Diesel is a unique character.

How do footwear products convey the spirit of "Be stupid"? Diesel chose the "kick others' ass" demand. Most of the consumers who buy sports shoes are non professional athletes. They like sports style, run occasionally, go to the gym, and wear sportswear out of their own fashion style. When choosing products, they prefer to match the brand with their tonality rather than the basic function of the product.

To make consumers feel and associate with brands, they must undergo a process of "immersion". That is to say, they should communicate with consumers through a series of marketing links such as advertising, products, packaging, services, etc., so that they can identify with the brand and naturally produce the idea of "this brand matches me".

In order to capture the "alternative" image of consumers in shoes, Diesel has made a lot of efforts to communicate with consumers through the integrated marketing. This seemingly absurd appeal: in this activity website, through advertising films, print ads, games, music, social sharing, balloting interaction six ways to convey to consumers "wear Diesel shoes kick ass, is a healthy attitude of a proper vent". Various forms of interpretation of the positive value of kick ass may be a healthy outlet, may be a life attitude, may be just a fun mood, it may be a new fashion.

To implant a feeling in the minds of consumers is a serious effort, even if the demand is "stupid".