October 31, 2013
Italian label Giorgio Armani is scouting out local athletic events to pique consumer interest in its EA7 sportswear collection through a timely email blast sent in the days leading up to the Nov. 3 New York City Marathon.
The email campaign gained a localized flavor by mentioning the label’s One Night Only NYC event on Oct. 29, but still appeals to a global audience of Armani fans. Choosing to include the New York event allows the EA7 collection to be relevant among local consumers who may be participating in the annual marathon this weekend.
“Local events can create a great deal of interest in the local community," said Al Ries, founder and chairman of Ries & Ries, a Roswell, GA-based marketing strategy consultancy.
“The New York Marathon is also a good platform for a sports brand to be associated with,” he said. “However, I doubt that Armani is going to benefit very much. The connection is too abstract.
“Armani’s Italian basketball team has nothing to do with a marathon run in New York City.”
Mr. Ries is not affiliated with Armani, but agreed to comment as an industry expert.
Armani was unable to comment directly.
On your mark
Armani’s email campaign makes subtle reference to a marathon with the subject line “Run your marathon.” Although no specific marathon is mentioned, it can be assumed that targeted consumers will be aware of the New York race.
The email’s body opens with a photograph of two women and two men dressed in Armani’s EA7 athletic apparel.
A small block of text includes a hashtag #KeepRunning so that consumers can join the conversation with like-minded Armani enthusiasts. Beneath the hashtag Armani makes a more direct mention of the New York City Marathon by saying “the most awaited marathon of the year.”
Armani's EA7: Run your marathon email
Below is a link to “discover more” and by continuing to scroll downward select pieces from the EA7 collection appear with a direct link to “shop now” where consumers can shop the specific item’s page.
EA7 pieces that appear in the email include men’s and women’s shirts, pants and shorts, running shoes and backpack all with the collection’s logo.
EA7 pieces featured in the Run your marathon email
A click-through on discover more opens the EA7 Web site where consumers can browse the full collections of men’s, women’s, hi-fitness sweatshirts and accessories. The Web site includes a prompt for consumers to register to discover additional content in restricted areas.
The initial email also directs consumers to Armani’s Armani/Live journal page where they can relive the One Night Only NYC event Oct. 24 (see story).
The Armani/Live page includes a short video of Mr. Armani’s designs throughout his career, an article on the event’s runway show, a playlist of music from the event and other content related to Armani in New York.
Armani/Live post One Night Only NYC event
Sporting style
Although Armani is not a direct sponsor of the New York City Marathon, tapping into the buzz of local sporting events can create brand awareness.
For example, spirits maker Moët & Chandon USA continued its partnership with brand ambassador and tennis star Roger Federer with a multichannel campaign that complements its sponsorship of the 2013 United States Open tennis championships.
Moët & Chandon’s multi-layered approach to promoting it includes advertisements, events and various social media campaigns. By continuing to feature Mr. Federer, Moët & Chandon is able to create brand recognition and relevancy (see story).
Similarly, Swiss watchmaker Longines targeted affluent equestrians through a partnership as the official timekeeper of the 38th Annual Hampton Classic Horse Show in Bridgehampton, NY, Aug. 25 to Sept. 1.
The long-lasting relationship between the watchmaker and equestrian sports is likely to establish brand enthusiasts of various age as the sport is appealing to a wide age demographic (see story).
Branding that is too vague may not resonate with consumers.
“Not only is basketball not associated with a footrace, but the Armani brand has a confusing name,” Mr. Ries said.
“Who in the world is going to figure out that ‘EA7’ is the name of Armani’s Milano professional basketball team?” he said.
“The New York City Marathon is going to collect many companies eager to promote their brands and EA7 is going to get lost in a promotional blizzard.”
Final take
Jen King, editorial assistant on Luxury Daily, New York
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