How many times does your boyfriend stop listen to you watching the new spot of Intimissimi? How do you feel when you discover the new bikini doesn’t suit you  as well as the latest top model of Calzedonia? Don’t worry! They’re just communication strategies and the Calzedonia Group seems to know very well how do them, how to catch your attention and to fulfil the expectation of its costumers.

Founded in 1986 close to Verona, Calzedonia S.p.A. is the italian group which owns famous brands like Intimissimi and Tezenis. Sandro Veronesi founded this business with the aim to create a new way of selling hosiery and beachwear for women, men and children, through a franchising sales network. Twenty years later the Calzedonia network boasts more than 1.470 shops throughout the world, it numbers 20’000 employees worldwide, about 2,200 of which are based in Italy.

What’s the secret of its success? Certainly a perfect strategy of marketing mix. Place, product, price and promotion are carefully examinated and well preparated, but what’s more interesting in the Calzedonia’s 4Ps is the ability to communicate the products’ quality, the intuition to choose always the right testimonial and an advertising campaign similar to luxury brands.

TESTIMONIAL

I have to admit the ability of this brand to choose. year after year, the right fresh face to promote the new collection. This summer her name is Sara Sampaio, 1991, Portuguese, a perfect body, brunette, full lips and green eyes. Extremely sensual, without being vulgar, she totally represents the freshness, the force, the freedom and the power of colors of the new collection. Looking at the past, Irina Shayk is the perfect example to describe the “Calzedonia effect”. She was the testimonial for Intimissimi lingerie collection and the success she gained was incredible. One only needs to think she was almost unknow before being the testimonial and now she’s the girlfriend of Cristiano Ronaldo. The aim of experiential marketing adopted by this group is to arouse feelings with its commercial: women want to be in Irina shoes, trying to look like her; men put pressure on girlfriends or wives to buy the same products Irina promotes.

ADVERTISING FEATURES

Calzedonia’s success is not based only on working with the most beautiful model of the market. The company has also demonstrated a great ability to choose the perfect match of every details. a 32 second commercial, a location perfectly in tune with the collection, the right background music. For the summer collection the campaign is shot in Greece and Jamaica. Creta is surely the best choice to show the different shades of blue and the isla of the Greater Antilles expresses the colors and the positive energy of beachwear. Calzedonia focuses its attention on the experience of being a consumer and the proposal of an ideal of  beauty dream women want to achieve.

Simplicity, essentiality, feelings and elegance could be the keywords to describe Calzedonia communication strategy of every campaign.

Source: Calzedonia Official Webisite for the information about history and summer collection.

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