Italian heritage label Bruno Magli has just revealed details on its first ad campaign since branding-and-licensing firm Marquee Brands purchased the firm in January from Bruno Magli SpA.
The campaign will coincide with the brand’s 80th anniversary in 2016. Shot by photographer David Rosenbaum, it features Bruno Magli’s fall ’15 collection of men’s shoes and apparel. The images will show a couple escaping the city for a weekend at a Tuscan-style villa in the countryside. Marquee Brands hopes to use this campaign to reinvent Bruno Magli to appeal to a more modern consumer.
Cory M. Baker, COO of Marquee Brands, tells Footwear News that those who are already familiar with Bruno Magli are aware of its quality, but the brand is looking to introduce it to a new consumer. He says the campaign is designed to “define what aspirational luxury is all about.”
“Moving forward into the year, we will be hosting VIP events for consumers to touch, feel and experience Bruno Magli,” he says. “[It] will be an important tool to engage and get to know a younger customer who may be approaching a moment in life where they can now treat themselves to a new level of luxury and design.”
In a statement following the purchase, Marquee Brands President Michael DeVirgilio said the Bruno Magli acquisition is part of Marquee’s larger push to acquire and grow luxury brands. “Bruno Magli is one of the most revered Italian legacy brands,” he said. “We have already begun to secure partnerships in new categories with best-in-class partners for growth at better retailers across the globe.”
In addition to the campaign, which is slated to appear in September print magazines nationwide as well as on digital platforms, Baker tells FN there will be celebrations, co-branded experiences, in-store events, and VIP trips to Bruno Magli’s factories in Tuscany in celebration of the 80th anniversary.