The new campaign aims at gaining a strong marketshare for the brand in the ‘fine suiting’ category
Sohini Sen | Mumbai | November 29, 2013
Georgia Gullini, an Italian fashion brand, plans to expand in India and gain a strong marketshare in the ‘fine suiting’ category, for which it has launched a new communication campaign. IBD India, a Percept Hakuhodo company, has done the creative campaign of 2013 for Georgia Gullini.
Georgia Gullini is known for being a fully integrated company – from sourcing of fibres and the manufacturing of fabrics to the tailoring and retail operations which ensure consistent quality, performance and service for its customers. It is a world leader in wool technology and aims to offer global fashion at competitive price points while catering to the mid-premium and premium segment.
IBD India, which handles the branding and communications activities for Georgia Gullini, has designed a 360 degree plan for their latest collection which will span the entire communication spectrum including strategic planning, branding strategies, and advertising, ATL & BTL, PR, new media and digital services.
Jatin Bhatt, COO & National Strategic Planning Director, IBD, said, “For its New Collection, we are targeting the leaders of every group. The Georgia Gullini man is a ‘Doer’; he is the ‘swayer of opinions’ and the ‘slayer of doubts’. He sets trends; he doesn't follow them. When he does something, others tend to emulate him. With this particular campaign, our aim is to make Georgia Gullini the dress code for these innate leaders.”
Vivek Mehta, MD, Georgia Gullini Fashions, said, “The category of lifestyle brands is an ever expanding sector with increasing competition. IBD India has done impressive work for lifestyle brands in the past and we are very happy to be working with their enthusiastic team to launch the campaign for the New Collection 2013-14.”
He added, “Georgia Gullini is an ode to Italian craftsmanship. The new collection has been designed with special attention to detail. It exhibits a fine balance of aesthetics, elegance, vibrancy, pass via exquisite textures and a classy palette of colours.”
The campaigns are basic shots of the collection with different smart styles being showcased in the print ads.