Sayings without winter magic
Specialist retailers Leder-Locher AG wants to attract new customers with witty advertisements from FCBLK.
Specialist retailers Leder-Locher AG wants to attract new customers with witty advertisements from FCBLK.
Even though Santa Claus and Knecht Ruprecht are currently busy in the advertising columns and on billboards, not all clients welcome them as advertising ambassadors. One of these is the specialist leather goods store Leder-Locher, which wants to freshen up its image in keeping with the season. So far, the company has mainly been active in communications for special projects, says Kathrin Leder, consultant at FCB Leutenegger Krüll (FCBLK), the agency responsible for the concept. For example, for the opening of the new store in Basel, when a puppy with an Andy Warhol hairstyle demonstrated the benefits of a new bag creation. The Wallisell agency's creative team designed four advertisements for the current appearance. Although they were launched at the end of November, only one of them refers to the upcoming Christmas celebrations. And even this one is completely devoid of winter magic: "Women are for sale, especially at Christmas", claims the headline next to an elegant ladies' bag, striking a completely new note in the leather specialist's advertising.
Outlet store for small budgets
The three image visuals also flirt with polarizing statements such as "Finally get rid of your old bag" or "Do you still think that status symbols need 4 wheels?". The ambiguous headlines are deliberately intended to provoke, says Leder. In addition to a fresher image, the specialist leather goods store is also seeking access to new customer segments. The aim is to show shoppers the advantages - advice, services - over department stores such as Globus or Jelmoli.
Despite the broad appeal, the target group, according to Kathrin Leder, is in the 30 plus range. After all, Leder
Locher's range includes branded products from luxury labels such as Lagerfeld & Co. If your (Christmas) budget is a little too low, you can still treat your loved ones to a leather accessory: Leder-Locher recently opened its first outlet store in Wallisellen, which offers branded items at reduced prices.
A brief history of Leder-Locher AGToday's Leder-Locher AG dates back to 1822 at Münsterhof 19 in
Zurich saddler's workshop. Under the brothers Heinrich and Gottlieb Locher, the second generation of owners, the
Saddler's store in 1861 became a leather goods store with its own production facilities
expanded. At the beginning of the twenties, Hans Locher takes over the
business, which henceforth trades as Hans Locher & Co. 1964 the
The company is transformed into the family-owned Leder-Locher AG.
Today, the leather goods specialist has branches in
Zurich, Wallisellen, Winterthur, Schaffhausen, Basel and Lucerne.
In addition to its own production of handbags, small leather goods and umbrellas, Leder-Locher's range also includes products from brand manufacturers such as Bogner, Burberry and Lagerfeld(sk).
"Ambiguous headlines deliberately designed to provoke": ad campaign for leather perforators.
Simone Keller
Even though Santa Claus and Knecht Ruprecht are currently busy in the advertising columns and on billboards, not all clients welcome them as advertising ambassadors. One of these is the specialist leather goods store Leder-Locher, which wants to freshen up its image in keeping with the season. So far, the company has mainly been active in communications for special projects, says Kathrin Leder, consultant at FCB Leutenegger Krüll (FCBLK), the agency responsible for the concept. For example, for the opening of the new store in Basel, when a puppy with an Andy Warhol hairstyle demonstrated the benefits of a new bag creation. The Wallisell agency's creative team designed four advertisements for the current appearance. Although they were launched at the end of November, only one of them refers to the upcoming Christmas celebrations. And even this one is completely devoid of winter magic: "Women are for sale, especially at Christmas", claims the headline next to an elegant ladies' bag, striking a completely new note in the leather specialist's advertising.
Outlet store for small budgets
The three image visuals also flirt with polarizing statements such as "Finally get rid of your old bag" or "Do you still think that status symbols need 4 wheels?". The ambiguous headlines are deliberately intended to provoke, says Leder. In addition to a fresher image, the specialist leather goods store is also seeking access to new customer segments. The aim is to show shoppers the advantages - advice, services - over department stores such as Globus or Jelmoli.
Despite the broad appeal, the target group, according to Kathrin Leder, is in the 30 plus range. After all, Leder
Locher's range includes branded products from luxury labels such as Lagerfeld & Co. If your (Christmas) budget is a little too low, you can still treat your loved ones to a leather accessory: Leder-Locher recently opened its first outlet store in Wallisellen, which offers branded items at reduced prices.
A brief history of Leder-Locher AGToday's Leder-Locher AG dates back to 1822 at Münsterhof 19 in
Zurich saddler's workshop. Under the brothers Heinrich and Gottlieb Locher, the second generation of owners, the
Saddler's store in 1861 became a leather goods store with its own production facilities
expanded. At the beginning of the twenties, Hans Locher takes over the
business, which henceforth trades as Hans Locher & Co. 1964 the
The company is transformed into the family-owned Leder-Locher AG.
Today, the leather goods specialist has branches in
Zurich, Wallisellen, Winterthur, Schaffhausen, Basel and Lucerne.
In addition to its own production of handbags, small leather goods and umbrellas, Leder-Locher's range also includes products from brand manufacturers such as Bogner, Burberry and Lagerfeld(sk).
"Ambiguous headlines deliberately designed to provoke": ad campaign for leather perforators.
Simone Keller
