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•Worldwide€brand
•Distinctive€style
(self-confident,€metropolitan/urban,€trendsetter,€style€conscious,€
educated,€distinctive)
•Distribution
•Materials
•Design
•Prestige€
•Incoherent image€and€communication€for€different€products
[Perfume€does€not€remind€of€eyewear€(spokesperson)]
•“POLICE”:€cops,€music€band,€eyewear
•Internet:€non-activated€links,€no€interaction,€no€web€2.0,€WTC
•Male€target??€
•Ambiguous messages,€adv
•Too€much€American€style
•Perfume€Adv€– Police????
•Lifestyle (non-eyewear€products)€
•Flagship stores
•Female,€kids
•18/25
•Internet as€a€resource
•Competitors:
 -Diesel€(stylish-alternative)
 -Persol (educated)
 -Oxydo (non-conformist,€metropolitan)€
 -ZeroRH+€(avant-garde)
•Communicative€Homologation
•Low€Price (materials,€design!?!)
•4€fan€clubs€within€the€first€50€results
•Bigger€one:€1794€fans
•Pictures,€video€and€comments


•2nd and€3rd position
• key€words:€sunglasses,€eyewear,€jewels,€watches




• There€is€nothing€on€MySpace€about€Police




• with€key€word€“Police”:€NO€PERTINENT€RESULTS
• adding€“eyewear” or€“sunglasses”:€few€video€ads
•One-t
      o-one€s
 •Video€      urvey
        Intervie
  •Positi        w
          oning€
•Matteo Brotto

•Alessandra Capelli

•Marco Santo Danesi

  •Cinzia Lucato

  •Elisa Nicoletto

 •Silvia Zaramella



        per:
Metropolitan Heroes  Analisi 1

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Metropolitan Heroes Analisi 1