BRAND SUCCESS STORIES
What makes success? It’s easy. We ask ourselves just one question: what can we do to make our clients, their brand and their product a lasting success? What will make consumers love and buy these products? Not short-term glitter and bombast, rather targeted concepts.
Read more about our OLYMP and Gabor success stories.
The legendary quality and fit of Gabor Shoes are both a curse and a blessing.
On the one hand, these familiar features of the well-known women's shoe label ensures a broad presence in retail, and sales in the millions to women in Germany and Europe. On the other hand, the brand was missing out rather on fashion kudos, and the 'wanna have' of a complete brand.
To develop the brand's full potential, with the following secondary objections:
- Significant increase in fashion kudos
- Increase brand value.
- Raise brand awareness in new target audience segments.
The brand needed to gradually attract a target audience younger than its core group of 40 to 60-year-olds, and the Gabor brand newly embedded
in the minds of fashion and trend-conscious women
Gabor has taken on board the simple and completely irrational fact that most women cannot resist buying shoes in its new claim: Gabor - Irresistible
The look and feel has become more feminine, plays with feminine instincts and with 'irresistible' situations, but consistently focuses on the product.
The Europe-wide print campaign was supplemented by leader titles in the field of fashion.
Working with Vogue, campaigns were developed for retail, and new online formats for the consumer. With TV advertising across far-reaching channels, Gabor is once more appearing in the commercial breaks. An in-store TV programme is now shown in Gabor's own shops, featuring attractive programme formats.
CONTINUES TO INCREASE
According to the G+J Crossmedia Success Barometer 2012/13, the already high brand awareness has increased even further. Most of the 'new business' has come from the 20 to 29 age group in particular. The increasing brand value was also evidenced in lower price sensitivity. But the biggest increase was in willingness to buy; an increase of some 30 per cent since the start of the campaign, and certainly a 20 per cent rise in brand affinity.
The GfK market research figures for 2013 place Gabor in clear first position in terms of value, with a market share of 12.3% in specialist retail, and winner of the year.
Gabor became overall winner of the latest TW Image Analysis, doing particularly well in the categories 'brand attractiveness to end consumers' and 'future prospects'.