A marketing refresh
Today, from a simple news item from the world of Fashion, we will enter a more technical world, that of Marketing and Brand Management.
Why does a brand that is already well-known and established feel the need to renew its identity?
Since we are in the middle of the summer season and can't wait to put on our bikinis and enjoy our holidays, we will take the news of the recent rebranding action of the historic beachwear brand Parah into question.
Chief Executive Officer Franco Ambrosio, wants to make Parah a global brand, supported in this relaunch by creative director Betti Proietti and art director and communications director Francesco Chiappetta.
A refresh for a brand that seemed to have held on too tightly to its roots in past years. It starts with the renewal of the logo, no longer italicised, but now characterised by a cooler and more fashionable font, accompanied by the word 'Roma'. This is because the brand is based in the capital, but also because it wants to emphasise as much as possible the peculiarity of being a brand that is entirely Made in Italy.
The brand's vision is to be international, starting from its historicity.
But why is it so important to keep a brand's identity strong and also to be able to renew it in order to adapt to new market scenarios and new consumer needs?
Moreover, a brand that has been on the market for many years must also know how to adapt to the demands of the new generations, which are much more aware and demanding than the previous ones.
Parah wants to make itself known to 17-25 year olds, and for this reason it has chosen Dayane Mello as its testimonial. Dayane Mello is an influencer and model who has taken part in several reality shows and has over 1,300,000 followers on Instagram.
Parah's desire is to bring Italian style to countries that consider Italianness a status symbol, and to do this it has created four product ranges to suit different styles, needs and age groups: the main Parah brand, which looks to the elegant woman aged 25 to 35, the capsule with Dayane Mello, the basic men's line Parah Uomo and Parah Impronte and the curvy collection.
Another super cutting-edge action? All the brand's products have a label equipped with NFC technology, which allows the consumer to connect through devices to Parah garments' certificates of authenticity, customer service and the e-commerce catalogue.
This is a real revolution in fashion, as Parah is the first company to use this type of technology on beachwear.
A huge investment has been made in Marketing, which wants to see the brand grow step-by-step in the medium to long term, initially estimated at 5 years.
And, as far as positioning at the physical level is concerned, Parah has decided to keep aiming higher and higher. For this reason, the old network of single-brand shops will be discontinued and room will be made for the creation of 2-3 impactful locations in large cities, to which will be added the development of the Web world and a series of single-brand openings in exclusive locations.
Within the fashion and luxury market, the product no longer only assumes a primary consumption function, but also becomes a response to non-primary needs, which constitute a multidimensional reality. The company must therefore think about satisfying them when it wants to develop marketing processes aimed at enhancing the image of a given product and the desired result is to conquer the consumer. Once conquered, the goal is loyalty to the company's products and brand, so building a strong brand is particularly important to differentiate from the competition.
