BRAND BOOK Jessica Clemes BAFM203
C O N T E N T S P A G C O N T E N T S P A C O N T E N T S P C O N T E N T S
GA EG E P A G E S P A G E
3 - Brand summary 5 - Brand personality 6 - Brand position 9 - Brand promise 10 - Brand voice 13 - Sustainability 17 - The story of the logo 19 - Taglines 21 - Use of font 25 - Colour schemes 29 - Media Promotion 33 - Hashtags 34 - Collaborations 35 - Customer Profiles 39 - SWOT 41 - Imagery
B R A N D
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S U M M A R Y
S U M M A R Y
S U M M A R Y
In 1959 Ellesse was founded by Leonardo Servadio in Perugia, Italy. The name Ellesse comes from Leonardo Servadio’s initials L.S, elle-esse.
Ellesse began by manufacturing skiwear such as quilted jackets and ski trousers. But we didn’t stop there, in the early years of Ellesee we also started to associate ourselves with Tennis. We were one of the major sports brands during the 60’s to the 80’s.
Leonardo wanted to break the boundaries between fashion and sport. Ellesse wasn’t only just about creating revolutionary products but we were also sponsoring some of the worlds best athletes.
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B R A N D P E R S O N A L I T Y B R A N D P E R S O N A L I T Y B R A N D P E R S O N A L I T Y
Ellesse brand personality stems from the brands Italian heritage. Always a sense of style and fun. Ellesse are the heart of the party, always using vibrant colours which reflects on us living for the moment, which is what we believe in. Ellesse is playful, never taking anything too seriously, being friendly throughout. Ellesse believes that sport is about meeting people and also about sharing good time together, which makes the brand sociable. We like to be relaxed but also confident, and we are never afraid to try something new, but like to take our time, keeping to their relaxed attitude. We are always confident in what we are creating and an inclusive attitude to everyone and also everything.
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B R A N D
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P O S I T I O N P O S I T I O N P O S I T I O N P O S I T I O N P O S I T I O N
Ellesse sits in the middle of the market. We aren’t high end. We sit below Nike and Adidas. There competitors are brands like Fila, Champion, Puma and Lacoste.
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We are committed to making our products with a lot of consideration and for people but also the environment as well. Ellesse believe that we should be conducted honesty and fairly and with respect to people. Dignity and their rights. We want to implement vision to develop a category leading brand. Ellesse do this honesty, fairly and with respect for people and the natural environment. To Ellesse to succeed we want to win and retain customers by building partnerships with them. We promise to supple products and services that offers the consumers good value. In terms of price, quality and performance. Ellesse believe in a free and fair market economy as the most appropriate environment for business.
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VO I C E VO I C E VO I C E B R A N D B R A N D B R A N D
Ellesse likes to stay true to their roots, keeping their tone of voice fun but also playful. This is what keeps us recognisable. We like to keep it confident which is what keeps the target audience engaged, and being on a more intimate level. We like to keep it sociable which is part of their personality. Keeping their language very youthful and relaxed.
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S US SU TS AT I AN I AN S U S T A
Ellesse are always looking for ways to reduce the environmental impacts associated with the materials and the processes used to make their products and packaging. We want to reduce the environmental footprint. Ellesse are also always about supporting our local communities and also charities. Ellesse environmental policy is about the position on minimising the environmental impacts on our products and operations, while keeping the health and safety of our employees and the public. Compared to other brands Ellesse has achieved the D Label for sustainability, whereas Nike and Puma are at a C - Label.
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B I L I T Y N A B I L I T Y I N A B I L I T Y
T T T T T
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The very first Ellesse logo was made up from the founders name ( Leonardo Servadio ) and initials this was made in 1959.
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O O O O O
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L L L L L
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In 1968 the logo evolved to how the initials was spelled and sounded elle and esse. And the L and S was highlighted. All letters need to be at the same height except from the double Ls. All letters that are the same are all the same width.
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In 1975, the shaded L and S wa discontinued. The half ball then appeared of the “esse�.
as
The half ball is a hybrid design of the tips of two skis and a section of a tennis ball.
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The logo has evolved of the years to the design we see today with red, orange and white being key to their identity. The half ball now is just above ‘ ss ‘. And the ball is always the same size as the double Ss.
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L I N E S L I N E S L I N E S
“ Add Colour To Your Game “ This is a slogan that we brought out for an introducing a revamped line-up of colourful, trendy active wear to South Koreans. This is to bring in the younger consumers and is more focused towards to females. We brought out three wear categories for this line active, lifestyle and heritage.
“ Together We Play “
This slogan was brought out for one of our campaigns which aims to bring people together through the fun of sport. Which is what we are all about. This is such a colourful campaign. This campaign was released in 2014. Our brand ambassadors for this campaign are Tommy Hass and Elina Svitolia.
“ The Art Of Sport “
“ The art of sport “ was a tagline that Leonardo Servadio started to use in 1959 which was established in Perugia. This was when he noticed the potential synergy between a high quality performance product and exclusive design.
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U S E
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Font faces are really important for any brand in identify who they really are. As we are a young sports brand we want to convey this in our fount. Our font has to be bold, fun ( but not too fun ). We love to use strong text which shows in our logo.
For our logo we have used the font face ‘ Broadway ‘. This is bold and its makes a stand. Apart from our logo we don’t have one set type face we use many. On our website for naming clothes we use the type face Pontiac Bold. Normally when we are putting text over our images we use the type face Arboria.
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C CO O L L OO UU RR We love colour, and I think we make that very obvious as a brand and we like to express that. We like to have fun with our colours and also playful. No matter what we love to get colour involved.
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SS CC HH E E M ME ES S
M E D I A M E D I A M E D I A
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We love to use social media platforms. Its lets us be intimate with our customers and we are able to show off everything we have to offer. The social media platforms that we like to use are Instagram, Youtube, Twitter and Facebook, using these keeps us relevant. Using social media means that our customers are able to help hold of us a lot easier if they have any questions or queries.
We have two instagram accounts, we have an @ ellesse and also @ellesseUK. Our @ellesseUk account has 128K followers and we like to post daily this means that our followers always have something new to look at. We like to keep our posts bold and colourful just like we are as a brand. Our @ ellesse account has more of a following with more of a verity of followers. This account has 256K followers. Compared to our UK account we are not as active but still like to keep it current. We also love to use the insta stories and create highlights for our pages. We love to repost our followers images of them wearing our clothes. We don’t like to be wordy, just like instagram its all about the visuals.
FACEBOOK FACEBOOK FACEBOOK
We also like to use Twitter. Compared to all of our other social media platforms our Twitter accounts have the least amount of followers. We do also have a Ellesse South Africa account. Even though we don’t have a huge following we still keep it up to date with everything we are doing. We do have 12.9K followers on our main twitter account.
YOUTUBE YOUTUBE YOUTUBE
For our Facebook accounts we also have two different accounts we have an Ellesse and an Ellesse UK. Our Ellesse account has a huger following with 103K likes and our Ellesse UK account has 24K followers. On both our accounts we post regular, posting everything relevant but also sharing things that our followers might light to see. Compared to our instagram accounts our Facebook accounts have a less following but that’s because our customers prefer Instagram. But for our Facebook followers we like to keep our Facebook accounts reverent and also up to date.
TWITTER TWITTER TWITTER
Our YouTube account is all about videos and that’s exactly what YouTube is for. We like to put all our campaign videos on here and its a good way for us to explain what’s going on and what’s the videos are for in the description box if our customers would want to read. We have 1.3K followers.
# H A S H T A G S # H A S H T A G S # H A S H T A G S
On our social media accounts we think that it is very important to use hashtags. It helps new people to find us, for our customers using our brand name hashtag, it builds rapport for us and our users. Using hashtags gives us brand recognition and lets us reach to a larger target audience and keeps us in touch with our customers. Also the use of hashtags can boost our marketing campaigns.
#Ellesse
#MyStyleMyRules
#EllesseTennis #IWD2019 3 3
C O L L A B O R A T I O N S
We have done a few collaborations in our time. One of our first collaborations that we did was with Lucy Mecklenburgh which introduced an exclusive recycled sportswear collection. The collection has statement workout pieces that are effortlessly stylish, the collection include sports bras, running vests, shorts and running jackets all featuring elements of recycled polyethylene terephthalate. We then collaborated with Alex Mullins who brought his creative flair to our core Ellesse pieces and created a unique capsule collection. He edited and handcrafted everyday menswear with a bespoke design. Known for her creativity, sass and edgy style we wanted to take things further with our brand ambassador AnneMarie and create her own exclusive collection with us. The casual range consists of staple pieces that ever girl needs in their wardrobe, these are all created with striking shapes and cuts. A fun quirky rose design is the key print running throughout the collection. We think collaborations are key and we are so excited for what more collaborations we might do.
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C U S T O M E R
P R O F I L E
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JADE
Age 19 Jade is your typical teenager. She loves to go out and enjoy the nightlife in London with her friends. When Jade isn’t busy with her friends or studying fashion at uni, she keeps herself active. She goes to the gym and also goes to netball. Jade is very engaged in social media, and likes to spend a lot of time instagram showing off her outfits to her followers. Jade has always been a big lover of Ellesse and wears items no matter what, if its working out or even if she’s going for cocktails. Jade likes to take risks with fashion and loves street-wear brands but also sports brands. She loves blogging, festivals, socialising, fashion and photography.
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SECONDARY SECONDARY SECONDARY SECONDARY SECONDARY SECONDARY
SAM Age 42 Sam is a full time working mum. She has 3 children between the ages of 10-20. When she isn’t working or with her children she likes to go shopping with her friends. Most of the time she’s shopping for her son who is really into his fashion and sports. If Sam isn’t shopping she likes to keep herself active as well in the gym. Sam likes food, shopping, swimming, interior design and going out for cocktails with her friends.
STRENGTHS We have a strong presence in over 20 countries through various MBOs with sports retailers. We have spent half a century making Ellesse synonymous with tennis and giving it a unique place in the sportswear segments. We have made it personally with a lot of various famous tennis players with gives us a wide emotional connect. We run various model hunt competitions and ad campaigns which view a story around the sport and also the brand heritage.
WEAKNESSES Although we have diversified into other product categories we have to depend on our tennis wear for most of its revenues. We haven’t really has the chance to expand our network out of the European markets. We do not have our own concept of flagship stores.
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OPPORTUNITIES We could start our own chain of exclusive stores in emerging markets like Asia where there is a huge market potential with a positive growth for tennis. We have the opportunity to really grow with our social media and its hugely used especially by our customers. We could do more competitions with our customers which could enable us to grow.
THREATS We face high fragmentation in the sports retail industry Where there is low brand loyalty and high bargaining power of buyers. The recent brexit could affect the revenues for us. We can also face the threat of counterfeit products in our merchandising which can affect our brand equality.
I M A G E R Y I M A G E R Y I M A G E R Y
We like to stay true to our ethos, keeping all our images bold and colourful. This keeps our images interesting. We like to match our imagery to our products. BRIGHT AND BOLD, we think the bolder the better. We like to keep our imagery fun, which keeps it interesting for our customers.
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Bibliography Bibliography Bibliography
https://www.eps51.com/projects/ellesse-brandbook/ https://www.footasylum.com/lowdown-brand-historyellesse/ http://sinisterandco.com/ellesse-heritage-brandbook/ https://www.culturekings.com.au/blogs/news/newbrand-alert-ellesse https://www.ellesse.co.za/about-us https://www.campaignlive.co.uk/article/ellesse-callspounds-15m-european-advertising-review/18225 http://www.ellesse.com/about https://www.instagram.com/ellesse/?hl=en http://fashiongear.fibre2fashion.com/brand-story/ ellesse/brand-personality.asp https://www.mbaskool.com/brandguide/lifestyle-andretail/4018-ellesse.html http://www.ellesse.com/tile/heritage https://www.stuartslondon.com/ellesse-heritage-m3 https://www.dafont.com/forum/read/385980/ellessefont-name https://www.myfonts.com/WhatTheFont/ https://www.pantone.com/color-finder/P-55-7-C https://www.youtube.com/channel/ UCnxVawqgZkTKwlXSFe1Gj1g https://twitter.com/iloveellesse https://www.facebook.com/ellesseUK/ https://www.adweek.com/digital/ethan-martinbukwild-guest-post-hashtags/ https://blog.hootsuite.com/how-to-use-hashtags/ http://blog.ellesse.co.uk/2016/12/10/designed-bylucy/\ All images are from are from Ellesse Instagram account.