When it comes to outdoors or performance lifestyle brand technical jackets rain supreme. But it’s a jungle out there, and there is a lot to choose from.
So how do you set your brand and product as the one worth buying at such a premium?
Take a leaf out of Stone Island. Their Prototype Research series is awesome, and their latest Series_08 is boundary pushing.
Check the campaign video below ⬇⬇⬇
Their Prototype Research series is awesome, and their latest Series_08 is boundary pushing.
Born from a collaboration between Stone Island and three industrial partners from the automotive, boating and sports sectors, Series_08, dubbed, Multiaxial Project, the release is limited to a 100 pieces.
A functional reference to a military garment that could evolve into a tent – the cape style being inspired by the very first Stone Island collection from 1982.
Is it advertising?
Is it product innovation?
Is it a collaboration?
Is it an art installation?
Is it an activation?
It is all of them.
A perfect storm of activity to show how innovative your technical wear just is. Plus put your brand in front of new audiences.
So what are you going to do?
Keep your prototyping a secret or let your audience in?
Doing so has the potential to:
1. Drive a superior positioning
It’s incredibly confident brand behaviour to showcase the innovation process. This move speaks to Stone Island being incredibly innovative.
2. Communicate brand values
This move shows that there is a creative spirit at the heart of the brand
3. Grow hype and scarcity
Only a few can buy into the collection, but buyers will want in on the less exclusive jacket
Time to go boundary pushing.
