Case study provided by The Brand Council.
Lambrete, Milan 1947. This was the setting for the launch of Ferdinando Innocenti's 123cc engine scooter. The Lambretta, named after the town of its conception, was an instant hit with the Italians. So much so that Ferdinando soon began exporting the scooter across the world. In 1951 the first Lambretta hit British shores and by 1959 the brand was outstripping sales of Vespas -- scooters that were already established in the UK. With ideal timing the 1960s arrived and with them came British mod culture. A need for rebellion took hold of the country's youth. Mods and Rockers went to war, fuelled by their opposing taste in music, clothing and lifestyles. And how better for Mods to chase Rockers than on their Lambrettas. Despite its Italian origins, the Lambretta brand had by now adopted a very English personality: the Union Jack and the scooters went hand in hand.
The Lambretta scooter is now no longer in production, but the Lambretta brand and its values live on. Still embedded at the heart of youth culture, Lambretta clothing has become one of the most sought after fashion labels in the UK and abroad. Lambretta launched as a clothing label in 1997 and is now renowned for its retro inspired collections.
Lambretta's flagship store opened on Carnaby Street in 1997; it then expanded with the opening of a further store in the Victoria Quarter, Leeds, which was followed by a third in Covent Garden, London, which opened in February 2002.
The atmospherics of the stores provide a stylish, airy and contemporary showcase for the Lambretta collections and are painted in the signature Lambretta 'Mint' green. The Covent Garden store also features fixtures in a Gun Metal finish, with frosted glass shelving. All the stores contain a unique custom-made Union Jack sofa and a scooter, but unique to the Covent Garden store is the fact that the scooter is changed every three months for a different model.
Originally launched as a menswear label, Lambretta introduced a women's range in 1999 which has also proved to be a success. Lambretta has recently followed this with a range of men's suiting, which includes a collection of shirts and ties.
Lambretta's patriotic World Cup Collection, which hit the stores in April 2002, consisted of track tops, pique shirts, football as target logo T-shirts, coat of arms T-shirts and sweatshirts. To tie in with this, Lambretta's promotional activity for 2002 is based around football. Advertisements, which were shot on the pitch at Millwall football club, are running in FHM collections, Loaded Fashion, Maxim Fashion, i-D, The Face, Sleazenation and Four Four Two magazines. In addition, pitchside boards are being used at televised premiership matches, FA Cup matches and Worthington Cup matches. Lambretta also supplied all the clothing for the video of the World Cup single 'Standing Tall' by 'Bubble & Deano' of Big Brother fame. The brand also sponsors up and coming bands.
To both reinforce its youthful credentials and get noticed, Lambretta also provides clothing for staff at selected bars and clubs throughout the UK.
漏 2002 Superbrands Ltd
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