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1. RE-BRANDING
STRATEGY

2. Introduction
• The challenge - To strategically communicate Ellesse's
key messages consistently to their international partners
as well as to change the perception of the brand amongst
all consumers no matter the nationality.
• Why Ellesse – Our targeted market (18-35) remember
Ellesee as a throwback to the 90’s - nostalgia is there.
Framework as a global brand is well established in
developing markets-great opportunity for commercial
growth exists. Changing peoples perceptions has been
achieved with brands in a similar position: eg Burberry

3. Brand History
• Reputation for blending sportswear (tennis+skiwear)
functionality with street-level fashion styling.
• 70’s - The stitched logo appears on the outside of clothes;
a move copied by brands around the world ever since.

4. High Point
• 70/80s - ellesse becomes firm favourite with the jet set
crowd of Cortina and Val d’Isere.
• - Vogue Italia Feature 1973 :
Ellesse “Curieuse” women's line
is labelled “ sexiest option for
the summer”.
- Brand is positioned as stylish
fashion wear that has
Sportswear functionality.

5. • 80’s - Global brand expansion strategy developed through
sponsorships of major sporting events/series of
advertisement campaign’s on TV, posters and calendars

6. • Elite sports icons endorsed to affirm notion of high end
sports clothing producers.

7. The brands decline
• 90’s- Ellesse was overtaken by rival companies like
Nike/Addidas as market leaders in clothing lines which
blend street/sport fashion wear.
• Its presence in the European market faded very quickly.
The company shifted its focus to developing Asian /South
American markets.
• 2000’s: A limited revival was attempted. They tried to
rekindle the Ellesse image of 60’s/70’s era. Focus was
placed on Ski/tennis clothing again by introducing a retro
range. However, it could only be purchased online so
many people were unaware of it.

8. Why now?
• Previously young people sought to fit in with the trends, now it’s the
complete opposite. Expression of individuality amongst young people
now is paramount. They don’t want to be seen wearing the same clothes
as everyone else.
• Vibrancy of design is as important; something Ellesse has always been
good at
• Vintage style clothing is very in vogue as demonstrated by the growth of
charity shop sales/purchasing clothes of ebay.
• Ellesse is in a prime position to take advantage of this because of the
nostalgia factor it has. People now in the mid to late 20’s recall wearing
Ellesse during the 90’s/ younger siblings remember their older
brother/sister wearing it or wore it themselves through hand-me-downs.
• Ellesse’s as a brand can position itself well in the context of current
market trends-making it the ideal time for a reboot.

9. Brand Repositioning
• Product UPS = should be its ability to tap into/express
modern youth sub cultures.
• Ellesse Brands communication focus = “dolce vita”
– “the sweet life”; lifestyle of expression, freedom and
love.
• Shift focus away from sports/tennis wear. The current
A1 (18-30’s age range), remember it as urban street
clothing during the 90’s.
• Embrace it being smaller than leading brands -
position it as the alternative to nike/addidas
mainstream mass manufactured goods.

10. How to implement this?
• PR campaigns need a dual approach to achieve this.
Communication should place heavy focus on 1) exclusivity
2) social media.
• 1) Emphasises on localisation and exclusivity of clothing
design will tap into regional sub-cultures (e.g. can be
divided per continents), and gain Ellesse a reputation for
being a brand which allows you to express your
individuality, rather than forcing you to think their way.
• 2) Proactive social media marketing is the most effective
method to engage our targeted market; it is interactive,
allows the monitoring of public perception/further PR
opportunities without additional costs eg: trending on
twitter/facebook, reddit ect.

11. Exclusivity
• Instead of seasons; Ellesse should produce a series of
limited release regional clothing lines; designed by local
designers, artists, graffiti artists ect.
• This can be supplemented by securing exclusive selling
rights of Ellesse products with certain clothing stores eg:
in the UK- footasylum.
• Press kits of limited release new products can be
advertised in specific magazines to reinforce this market
strategy: music magazines or Front in the UK for example.
• It would also be beneficial to edit/redesign the website to
allow consumers to order the products directly from
Ellesse.

12. Social media marketing
• Effective social media marketing will be key to a successful re-branding.
• In order to promote the idea of exclusivity and regional clothing
lines, we should establish a micro-site/facebook page/twitter to
get the public to vote the designs they want to see being
produced. Each person that submits a vote and subscribes to
the mailing list would automatically be entered into a prize draw
for either free products/festival tickets ect, depending on the
promotional offer.
• Competitions can also be run where users can submit their
own designs to the website/facebook pages.
• If a user uploads a picture of themselves wearing their limited
release Ellesse products to the website/page they can earn a
10% discount off their next Ellesse order/purchase.

13. • Music plays an important part to the consumers we are
targeting, so Ellesse needs to be reflective of this.
• One way of achieving this is through the endorsement of
up and coming artists/DJ’s. They then can produce
soundtracks which can be used on the revamped
website/Facebook page. These songs should all be
available for access on Ellesse’s own soundcloud page.
• Depending on commercial viability/budgets these songs
can also be used for TV spots. For example -
https://soundcloud.com/reklews/lee-scott-black-josh-ellesse
• Ellesse should consider purchasing advertising space on
websites like: Grooveshark, Spotify, Soundcloud, Youtube.

14. • PR events using the endorsed artists can also be
organised.
• For example; sponsored “boiler room” type sets which
are then uploaded onto an Ellesse’s own youtube
channel; having these sets in the public domain will
provide huge advertising potential in comparison to cost.
• Alternatively, Ellesse can establish an annual event where
its featured artists preform and people can win tickets to
attend for free ( much like itunes festival but on a smaller
scale).

15. Conclusion
• Social media will allow us to use 21st century technology
in a way which will relate to our targeted market.
• The emphasise on exclusivity will reinforce the way we
are positioning the Ellesse brand and will demonstrate
how much we value the consumers individuality.
• We must ensure that our communications are focused in
re-affirming the idea of “dolce vita” and all that it
represents.
• By implementing these strategies we can change the
associations people have about Ellesse and see it make a
successful comeback.