Throwback Thursday

Not only that this ad 'threw me back' into my sweetest memories of some gorgeous summer days out East, or it made me realize how easy and simple good marketing can be - but it also opened my eyes and made me acknowledge what you can accomplish as a family.

Have you heard of Imrie? A fashion brand, a beach lovers dream come true and an inspiring family story!




Their core values combine all of my 'make-me-feel-good' attributes my life needs:

   



live     love     swim     smile     dance     laugh     travel     enjoy

Their collection for a life on the move and mostly at the beach, this amazing and a bit crazy Scottish family of seven, combines all my personal endeavors. They travel most of my beloved locations and share my passion for easiness. Pippa the mom, with her three daughters Tamsin, Caitlin and Lola founded the business in 2005 and opened their first retail location in Westhampton Beach, NY - where Lola went to high school. Soon Paia (Maui, Hawaii), Montauk, NY and St. Barth followed. The globetrotters have called, London, Maui and Long Island their home…now kind of establishing some roots in East Quogue…kind of!

'We shop for the store like we're shopping for ourselves. It's our ideal closet.' says Lola. They also support friends and local designers like Amagansett-based jeweler James Colarusso or Acacia Swimwear, designed by a childhood friend from Maui.

The reason why this new brand got my attention is a simple ad trick: book your campaign where you want to be seen and sold. The Hamptons Magazine (the Peter Max issue June 27 - July 3) was the perfect choice. The summer had just started, people were eager to drink a sip of a nice rose and party with friends at the beach.

The tricky part in people magazines like this is to get awareness. Everybody that is been featured in those magazines needs attention and they do everything to get it. Every party guest is looking unbelievably sexy, landscaping is perfect and the catering is not from this planet…IMRIE just used exactly this surrounding in a perfect way: a throwback! Look at the ad, shot by photographer and brother Max Imrie:

The ad is placed next to the coverage of one the most important kickoff parties of the early summer ('Gotham and Hamptons summer kickoff') with more then just one good looking couple! IMRIE choose an image of a girl, young and innocent, with a killer smile and with a 70ties style to it. The ad doesn't compete with the perfect celebrity world - it ads something to it!

The smile is pure joy, the colors are pure nature and I would like to join her on this boat in a second…if that is not possible, please please let me buy this bathing suit!

IMRIE - Mission accomplished!

Btw if you haven't recognized her: the girl is Lola. The three sisters model for their own brand in the most natural way I have ever seen.

If you want to get to know this incredible family a little bit better and get a feeling for their values and designs, have a look at this awesome 'behind-the-fanily-scen' movie from Max or go to their Facebook page!

Internationally national or nationally international?

I am very, very sorry that this post - even though the headline kind of triggered it - is not about the World Cup. It should be, since all of my extended family members can barely sit down during a game and are so enthusiastic about each and every little detail.

Although the last game…against Brazil…I truly feel very sorry!
That was not meant to be….

But now back to something that I am carrying in my heart as deep as the love for 'Fussball': brand positioning and marketing strategies.

There are brands well known in the Western World, some are just known in Asia, some are recognized and bought internationally and some are only known by connoisseurs. So, the world of marketing is diverse and difficult - the needs, customs, traditions, … all is different in every part of the world. Especially when it comes to ad campaigns - the world looks different!

ALL brands advertise with their target audience in mind, but of course ALL of them want to grow and reach more customers with their campaigns. So you have to think outside the box…and that means thinking outside your target group. Therefor they ALL need to 'speak' the international language of advertising.

One brand that I grew up with is very well known in Europe. Founded 1967 in Stockholm, Sweden: Marc O'Polo
Now (since 1968) based near Munich, Germany. They started with a unisex sweatshirts line in 25 different colors, but soon broadened their product line. The company made 404 million EUR profit in 2011/2012 with clothing for men, women, kids and with accessories like eye-wear, fragrance, shoes and home decor. A very nice successful story...


But back to their advertising strategy - don't stay local go global!

They realized this with one of my film heroes I got introduced to by my husband years ago…Jeff Bridges! The coolest guy on earth (if you know the movie 'The big Lebowsky')!
This Munich based company…really?!?!?! Yes, had the guts to commit him to this campaign. Who knew if it will work? Who knew if people outside Europe will be attracted by this (because honestly, the consumers 'at home' in Europe will buy into this celeb' idea anyway, but new international customers?)?

It worked...

Now, they are fully investing in this idea:

Someone, even closer to my heart - since strong women are unbelievably sexy, confident and good looking - was 'committed' by Marc O'Polo: Uma Thurman…what a coup!

Isn't it nice to dream big and think out side the box!?!