Sally Hogshead, author of “Fascinate,” outlined that marketers should aim to excite people beyond rationality. Companies should activate mental triggers such as lust, charisma, power, or trust.
Marketing and branding professionals are relied on for their artistic output to create buzz and drive consumers to buy. However, car industry designers work hard to produce fashion-inspired creations for new model launches.
An automobile should be like an outfit. It should have a new outer shell that is both protective and decorative. Luxury cars are like extravagant clothes. They offer a new way of life, as they promise escape and transformation.
The automobile is eye candy.
Fashion, fine arts, and luxury brands have collaborated for years, creating a unique blend of culture, branding, and merchandising. These similarities are striking in fashion and cars. European auto designers have had this ethos since childhood, as evidenced by their creative flair. Italdesign, Pininfarina, and Bertone are all well-known for creating architecturally inspired automobile designs. Various high-end automobile makers, including Ferrari, Maserati, and Rolls Royce, employed Pininfarina.
Italians are proud of their brands, such as Panerai and Lamborghini. They are the embodiment of style. Even small motorized vehicles like the Vespa can convey simplicity and savoir-faire.
Fiat and Gucci are complementary collaborators.
The Fiat 500 is no different. Gucci is once again a partner of the Fiat 500. Gucci offers the 500C in two colors: white with satin accents and black with shiny-up chrome bits. Both models come with a soft black top that covers the occupants. Gucci’s signature color scheme runs through the middle. The Gucci double-G logo is displayed in the middle of the 16-inch alloy wheels at each corner. The interior features a Gucci print on the seats, and the label of the fashion house can be found scattered throughout. More than 3,000 pre-orders were placed when Fiat unveiled the Gucci 500 hardtop.
Bob Lutz, before his retirement from GM
Bob Lutz was a former executive at Chrysler, Ford, and BMW. He had a good idea of what a car company should look like. This knowledge was not available when he joined GM in 2001. Lutz started reviewing the future models within days of his arrival at GM. He was stunned to find that none of them had any “charm or ornamentation to delight” the eye.
Cadillac CTS (2001 model) “lacked charm and warmth.”
According to his experiences, there was an internal struggle between the design team (which he called “the car guys” and “the bean counters”). Here are the people who work in finance. Lutz, who is now retired but proudly claims that he helped to transition to a more modern line-up. According to its sales figures, GM has been able to generate committed buyers.
Now, it’s been more than a decade since Cadillac moved its headquarters from Detroit, the automotive manufacturing capital, to SoHo in Manhattan. This is to create a new brand identity for this international luxury city, as it strives to be a global avant-garde brand. In September 2015, GM’s luxury brand, Public School, offered a glimpse of the future successor to its best-selling SRX SUV. It used a hired helicopter to fly over the Hudson River with an XT5 SUV.
High Fashion on Wheels
Rolls Royce Motors’ 2013 coupe Wraith model is the latest motor vehicle inspired by the worlds of fashion and film. This 624bhp, $285,000-priced two-door is described by Rolls Royce Motors as a gentleman’s GT. It is highly refined, luxurious, and exclusive, just like its stablemates. But it is more dramatic and exciting than any of theirs. The Wraith model’s designer edition will feature the highest quality materials, customized to the customer’s specifications and preferences.
Giles Taylor, Rolls Royce’s design director, said that the interior is elegant and sophisticated. The interior is beautifully decorated with fine silks and inspiration from haute couture. It is the perfect combination of style, power, and drama.
Branding through design
A great brand is built on product design. Design is what sets you apart from your competitors. Sex appeal that is eye-catching and attractive builds emotional bonds and converts owners into lovers.
Joe Doucet Studio, the founder, says, “It’s all a matter of integrating design with the brand.”
“We must stop thinking of them all as separate disciplines. Its design is the essence of Apple’s brand. You can still recognize the Apple logo is a BMW by taking it off a BMW.
Design must also be part of the strategic plan and should be embraced by the CEO and the entire Board.
Robert Brunner, founder and CEO of Ammunition design shop and author of “Do You Matter: How Great Design Can Make People Love Your Company,” says that a brand isn’t your logo or ID system.
It’s the gut feeling that people have about you. A brand is a group of people who share the same feelings. Smart design is what creates that feeling. Every action you take creates the brand experience.
Audi is A remarkable success.
Audi Premium brand has made great strides since the long slump of the late 1980s and early 90s. The firm is constantly surpassing its benchmarks. One proud owner stated succinctly, “It’s elegant but not ostentatious.”
The new Audis can be described as fashion. These cars have been “classics” from the moment they were released. They are known for their exquisite styling and sophistication and their hard-earned creativity. In a seamless blend, luxury and comfort are combined. Market shifts are synchronized with new technologies and taste trends. Its trademark LED highlights have transformed an entire industry and made it the benchmark.
Hyundai’s aesthetic appeal is economic.
Hyundai is an automobile brand that is relatively new to the market. However, Hyundai has quickly learned and converted former Toyota and Honda believers to make the switch. Edmunds.com senior analyst Jessica Caldwell claims that Hyundai is using an older strategy.
She says, “What Hyundai did was nothing novel.” “They invented the oldest formula in the book: Good design at a fair price.”
Caldwell also stated that she is surprised other car companies have not gotten on Board with Hyundai’s “secret”.
She says, “That to me is Car making 101.” It’s easy to understand, you would think. Amazingly, so many people believe Hyundai’s success to be so unexpected. It’s not surprising if you take a closer look. People will buy things that look good and are affordable. This formula works regardless of buying an appliance, a shirt, or a computer.
Watch out for the Fashion Patrol
Fashionistas and celebrities packed New York City’s streets during Mercedes-Benz Fashion Week in February. The fashion police were on full alert. MB sent a four-door CLS 63AMGs sports coupe in black and white police livery to grab attention, complete with sirens, flashing lights, and yellow lighting.
It was fast enough to stop anyone caught in the middle of styling mistakes. However, the ultra-stylish officers were more interested in looking for fashionable residents and were rewarded with a ride. Others won prizes that included tickets to highly-coveted fashion shows.
Mercedes-Benz USA manager Lisa Holladay stated that Mercedes-Benz USA has a natural affinity to fashion and makes cars more appealing to people with a strong sense of style. The 2012 CLS 63 AMG four-door coupe best serves the Mercedes-Benz Fashion Force initiative. Its unique design and high curb appeal make it the ideal vehicle.
Mercedes has an affinity for fashion and has created a micro-site called “Avant-Garde Diaries,” which shows scenes and visual stories about its cars with fashion industry icons.
Victoria Beckham, Range Rover Evoque
Victoria Beckham, the ex-pop star and the wife of David Beckham, is renowned for her chic, tailored fashion lines. She won the Designer Brand of the year award at the 2011 British Fashion Awards.
Her 200-unit special-edition Range Rover Evoque line limited to 200 units, features a matte grey paint job, 20-inch black alloy wheels, and rose-gold details. Gerry McGovern, Rover’s head designer, spent 18 months designing the SUV using elements such as textiles and jewelry. They are unique. According to her, the car should appeal to both men and women.
Brand perception can be improved by cleverly applying design. A fashion design culture must be strategic rather than an afterthought.
If you think about the planning, the fashion and car industry demands are very similar. Attract the customers’ attention. To inspire passion and commitment, use innovation and design. This will allow you to create brand loyalty that is both long-lasting and generates revenue. You might be the one to start a new cult.
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