Then, earlier this month, Rimowa debuted a brand new marketing campaign titled “A Lifetime of Reminiscences.” Not in contrast to McCann-Erickson’s “Priceless” marketing campaign for Mastercard—which emphasised private bonding moments as a substitute of simply swiping the plastic—Rimowa’s marketing campaign encourages vacationers to replicate on the emotionally enriching expertise of journey and as a substitute of its many aggravations.
Shot by filmmaker Fenn O’Meally and developed by inventive store Anomaly, A Lifetime of Reminiscences follows 4 people—an artist, a DJ, a connoisseur chef and a younger couple—as they romp world wide pursuing their passions. However as a substitute of exhibiting lovely individuals basking in a Balinese sundown or having fun with a petit déjeuner at Les Deux Magots, the marketing campaign reveals stated lovely individuals with their Rimowa baggage in tow.
We’re not speaking showroom-new spinners with their brushed aluminum glinting within the solar, however road-worn instances carrying all of the dents and scratches that include years of trundling out and in of airports and inns.
“We expect [the cases] look typically even higher with these dents and scratches,” Rimowa svp of product and advertising Emelie De Vitis instructed Adweek. “As a result of they’re only a testomony to all these little recollections you accumulate all through the years and the journeys you are taking. I’ve by no means seen different LVMH manufacturers do that. You by no means see a scarred purse [in an ad.]”
Outdated items, new status
No, you don’t. And even exterior the luxurious phase, it’s uncommon {that a} model will willingly shine the highlight on what its merchandise appear to be after years of damage and tear.
For a time, the homepage of L.L. Bean featured buyer testimonials about how properly the model’s signature Maine Searching Shoe had held up through the years. (Considered one of these letters included a photograph of the author’s pair of 44-year-old boots, chewed by an Alaskan Malamute however nonetheless on the job.) There’s additionally out of doors model Patagonia that, as a part of its sustainability mission, sells Worn Put on clothes that’s been… damaged in, you may say.
This program has many advantages for each the model and its buyer base.
Bruce Winder, retail analyst
However for many luxurious manufacturers—relying as they do on visions of stylish, flawless residing—photographs of blemished items are anathema.
Rimowa’s technique of exhibiting well-used instances represents an funding that runs deeper than a single marketing campaign, nevertheless.
