Just a few years ago Ecco, a Danish shoemaker founded 50 years ago, switched its marketing strategy to tap into the latest surge for all things Nordic, by emphasising the brand’s Scandinavian design credentials rather than the comfort and durability of its footwear.
有50年历史的丹麦鞋企爱步(Ecco)几年前转变了营销战略,借着近年一切带有北欧风格的事物大热的形势,着重强调爱步品牌的斯堪的纳维亚设计资质,而不再把重点放在鞋本身舒适、耐穿这些品质上。
“Before, we were doing shoots in America emphasising all different aspects of the brand, says Margit Gosau, vice-president of brand management, at Ecco’s head office in Bredebro, near the border with Germany.
爱步负责品牌管理事务的副总裁马吉特·戈绍(Margit Gosau)在该公司位于布雷泽布罗(Bredebro)的总部表示:“以前我们在美国拍宣传片时,会强调这个品牌的各个不同方面。布雷泽布罗在丹麦与德国边境附近。
“But there has since been a big push to highlight our place in the Scandinavian design tradition, which has helped to frame our products as more than just sensible footwear, but something more profound, minimalist and trendy.
“但后来我们采取了重拳,着力突出我们在斯堪的纳维亚设计传统中的地位,这帮助改变了我们的产品形象,不再仅仅是实用的鞋子,而是具有了更为深奥、极简和时尚的特色。
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2020-09-15
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