Shot by photographer Terry Tsiolis in New York City, this year’s autumn/winter advertising campaign for fashion retailer Aigner features business-woman and interior designer Iris Apfel alongside models Jason Morgan and Toni Garrn.
Defined as ‘a German brand with an Italian soul,’ by founder Etienne, a statement attributable to the proximity of their Munich headquarters and the desire to provide consumers with a slice of La Dolce Vita, Aigner were one of the first fashion brands to use experiential marketing to their advantage in the 1960s and ‘70s with the launch of their racing days. These events became a fixture of Munich society and created positive associations with the prestigious brand for those who attended the events.
In recent years, as a result of audience fragmentation, brands needed to appeal to a number of different audiences. White identifies that, “to do this, it is necessary to develop a brand which appeals to diverse consumer groups.” Utilising integrated marketing communications techniques and individual’s synonymous with style in their promotional materials, accessories label Aigner can appeal to a variety of demographics by enhancing positive associations created in earlier advertising campaigns with the inclusion of returning models Jason Morgan and Toni Garrn, representative of the young professional market whom Aigner have been targeting since 2013 with a move towards more fashion-forward merchandise in addition to refreshing the brand’s creative identity via a new website, brand logo, packaging and in-store layout by multi-disciplinary agency YARD.
Throughout a variety of media Aigner display a core proposition: their commitment to unique craftsmanship, quality, tradition, and perfection in every detail. Each of their carefully-chosen communications channels complements and reinforces the core brand proposition, and subsequently, conveys added value and clear positioning to their target market. A brand for modern people who love tradition but who live innovation.