ellesse Brand Report by Chloe Palmer

Brand Report

CONTENTS 1. Our History 3. The Brand Today 7. Brand Voice 9. Brand Promise 11. Brand Personality 13. Our Ethics 15. Sustainability 17. Mission Statement 19. Pentland Brands Limited 21. Market Positioning 23. Marketing Mix 25. Our Logo 27. Colour Scheme 29. Typography 31. Media Promotions 33. Photography Methodology

image sourced: media marketing.com

1959 ellesse was founded by Leonardo Servadio, in Perugia. The name “ellesse” comes from his initials “L.S”.

1970s ellesse landed its first success with the “Jet Pant”, a ski pant with padded knees and tapered legs so they fit over ski boots

1982 ellesse sponsored the Italian football team when they won the World Cup

1994 Pentland Group Limited purchased a 90% share of ellesse

OUR HISTORY

1998 Jean-Luc Cretier won a gold medal whilst skiing in ellesse ski gear, a very historical moment for the brand

2009 ellesse celebrates its 50th birthday in Italy 2010

ellesse “rebirthed” with the “Heritage Collection” which is aimed more towards a fashion keen audience as opposed to sports enthusiasts.

2013 Collaboration with ASOS who started selling and exclusive ellesse collection.

2016 The collaboration with ASOS continued as they released a new ellesse collection in November.

2017 ellesse opened its first ever store in Covent Garden, also its

first in Europe.

THE BRAND TODAY

Today, we remain a worldwide sports and athleisure company, producing functional sportswear combined with street style fashion. We have exclusive ranges featuring on ASOS along with our full range on our website. We’ve just launched ‘My Style is Who I Am’ campaign which features the first ever AI model which celebrates diverse style and individuality. We also currently have the amazing Anne Marie as the face of our Heritage collection in the UK, with her bold style, she fits in perfectly with us.

image sourced: focusint.co.uk

BRAND VOICE

Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break rules sameness. Break of sameness. Our voice is the similar toof our personality, funthe andrules playful! Break the Break the Break the rules Ourrules toneofofsameness. voice is the same asrules that of sameness. our consumer, of sameness. Breakable theto rules of sameness. Break the rules so theyâ&#x20AC;&#x2122;re easily connect and understand usofassameness. a Break the rulesWe of also sameness. the rules sameness. Break the rules brand. like toBreak use upbeat andof influential phrases of sameness. Break the rules ofinsameness. of and sameness. to draw our consumers and makeBreak them the feelrules happy Break the rules of sameness. Break the rules of sameness. Break the rules confident. of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of sameness. Break the rules of

image sourced: media marketing.com

BRAND PROMISE

Our founder, Leonardo Servadio once said “Every product needs to look good and perform brilliantly” and we couldn’t agree more, so that’s our promise to our consumers, we promise to make great looking yet functional and good quality products. We are also committed to making ellesse products as environmentally friendly as we can by using sustainable materials.

10.

image: ellesse blog

Unique - the uniqueness of our brand is portrayed through our consumers, we want our consumers to be who they are and how they want to be and we believe by wearing our brand they have the ability to do so!

BRAND PERSONALITY 11.

Fun - we donâ&#x20AC;&#x2122;t like to take ourselves too seriously at ellesse, we like to have fun whether its in our products or the marketing we use to promote our products. Bold - all you have to do is visit our website to see the boldness of our personality shine through from the pops of colour that we love to convey our products and us as a brand.

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Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our Ethics. Our

OUR ETHICS

Weâ&#x20AC;&#x2122;re committed to making ellesse products with consideration and respect for people and the environment. We prioritise Ethical Trade by assessing our supply chain to improve conditions for workers worldwide. Weâ&#x20AC;&#x2122;re always looking for new ways to reduce the environmental impacts associated with the materials and processes used to make our products and packaging.

Information sourced from ellesse website.

14.

image sourced: weheartit.com

SUSTAINABILITY

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Weâ&#x20AC;&#x2122;re making moves to make our brand as environmentally friendly and sustainable as we can. Our aim is that consumers, workers and the environment arenâ&#x20AC;&#x2122;t exposed to harmful chemicals through the production of our products. We provide our designers and business partners guidance to avoid the use of potentially harming substances. Our ellesse policy requires that all shoeboxes, tissue paper and hang tags contain a minimum of 50% recycled content and are 100% recyclable. Our plastic bags are also made from recycled materials where possible.

Information sourced from ellesse website

16.

MISSION STATEMENT

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Here at ellesse our vision is ‘make it beautiful, make it better’. Our mission is to be the ‘world’s most stylish sportswear brand’. Our purpose is to ‘deliver high quality sportswear that inspires confidence on and off the court’.

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Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland Pentland

Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands Brands

Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited. Limited.

PENTLAND BRANDS LIMITED

We joined Pentland Brands Limited back in 1994. Pentland are an award winning, third generation, family-owned global business specialising in active and footwear brands. They own big name brands including Speedo, Red or Dead, Boxfresh and Berghaus. They’re also the global licensee for Karen Millen footwear and Ted Baker footwear. Pentland believe that “good business is good for business”. Pentland strive to make their brands for the people, being there through every milestone.

“Every individual has the power to help shape the Pentland of the future” 20.

High Price

MARKET POSITIONING Low Price Low Quality

21.

High Quality

22. image sourced: ellesse blog

Product: We specialise in both men and women’s clothing, footwear and accessories. We have four different collections; Heritage Collection, Sport Collection, Italia Collection and Tennis Collection.

MARKETING MIX

23.

Price: We offer reasonably priced clothing, footwear and accessories for great quality. Our clothing range varies between £10 and £75, footwear between £20 and £70 and our accessories between £8 and £28. Place: We sell our products on our own website (ellesse.com), exclusively on ASOS, JD Sports, Footlocker, Urban Outfitters, Next, Zalanado, Foot Asylum, very.co.uk and SimplyBe. Promotion: To promote our products we produce contrasting and bold imagery and graphics to make our products stand out. We love the popping colours and feel it really represents our brand.

24.

OUR LOGO

Our logo has been on quite the journey. Originally it started with founder, Leonardo Servadio’s name and initials “L&S”. In 1968 the logo then grew, ellesse was spelt our with the L and S highlighted. In 1975, we introduced the half tennis ball and removed the highlighting of the L and S. The half ball is a combination of a tennis ball and the tips of two skis. The logo today is now recognised with red and orange being the key to our name. Ellesse marks its logo wherever it goes, in fact we were one of the first brands to plant our logo on our clothing.

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COLOUR SCHEME We like to keep our colours bright, like our personality! Our distinctive red and orange logo makes us stand out from the crowd and helps represent our brand today. Apart from our logo, we have no rules when it comes to colour. We love colour, which if you look on our website and Instagram youâ&#x20AC;&#x2122;ll be able to tell!

27.

image sourced: media marketing.com

28.

typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography. typography.

We like our font how we like our brand, consistent.

30.

image sourced: ellesse blog

welcome to our social media!

#ellesse

#MyStyleMyRules

MEDIA PROMOTIONS 31.

32.

images: ellesse heritage

PHOTOGRAPHY METHODOLOGY

33.

We donâ&#x20AC;&#x2122;t have any rules when it comes to our visuals. We like to keep our products prominent so our consumers can see what they get, and to match our personality, obviously we have to have a pop of colour! Weâ&#x20AC;&#x2122;re a brand who love to play and flirt, so we like to show that in our images.

34.

ellesse. (Unknown). Our Ethics [online]. London. Available at: http:// www.ellesse.com/our-ethics [Accessed on 21st March 2019 at 16:28] Pentland Brands Limited. (Unknown). About Us [online]. London. Available at: https://pentlandbrands.com/about-us/ [Accessed on 21st March 2019 at 11:51]

BIBLIOGRAPHY

Unknown. (Unknown). ellesse [online]. Unknown. Available at: https:// en.wikipedia.org/wiki/Ellesse [Accessed on 18th March 2019 at 11:03] Fashion Gear. (Unknown). Brand Philosophies Values and Inspirations [online]. London. Available at: http://fashiongear.fibre2fashion.com/ brand-story/ellesse/brand-philosophy-values-and-inspirations.asp [Accessed on 18th March 2019 at 12:47] Pentland Brands Limited. (Unknown). Ellesse [online]. London. Available at: https://pentlandbrands.com/brands/ellesse/ [Accessed on 21st March 2019 at 11:39] ellesse. (Unknown). Story of our logo [online]. London. Available at: http://www.ellesse.com/1699/melanie-sykes-launches-new-range [Accessed on 21st March 2019 at 15:58] ellesse. (Unknown). Ellesse. [Online]. London. ellesse. Available at: https://ellesse.co.uk/ [Accessed on 21st March 2019 at 16:07]

Chloe Palmer BAFM203 Fashion Media Marketing & Communication