The fashion house's new TV clothes
Fashion The clothing retailer Charles Vögele celebrates its 50th birthday with TV commercials from Publicis.
Fashion The clothing retailer Charles Vögele is celebrating its 50th birthday with TV commercials from Publicis. "Vögele feiere statt leiere", as the saying goes, for a company that has survived five decades in the fast-changing business of fashion. The Swiss textile retailer Charles Vögele is celebrating its half-century anniversary with two youthfully styled TV commercials. These do not come in the uniform dress that fashion houses usually wear for their big appearance on television - a model wears a dress, turns around a few times and then the logo is shown. Publicis was looking for funny short stories for Vögele that revolved around a passion for fashion. The aim was to strengthen the company's market position as a provider of fresh fashion at attractive prices, but also to anchor the new brand image - Charles Vögele Switzerland - in the minds of consumers.
The commercials are not just about quality and attractive prices. In addition to the new collections, the anniversary presentation is also intended to show a greatly improved product presentation. This communication campaign is intended to have a young, dynamic and trendy feel, appealing to existing customers in their 40s as well as young families in their 30s.
The "dialog of clothes" used in all other communication media and the mention of the price underline the company's basic promise, according to which Charles Vögele sees itself as a fashion provider with an attractive price-performance ratio. The first commercial is set in the world of football. A second spot from the "passion" segment is still being kept under wraps and will not surprise the public until the warm days of May.
Until now, Charles Vögele has mainly advertised in the style of "pork belly" ads. Since 2002, the company has been managed by the advertising agency Publicis. Since then, more and more attention has been paid to the outward appearance of the fashion house, true to the motto: not only "clothes make the man" - an image also makes a company.
With the anniversary commercials, the Charles Vögele clothing store wants to show, among other things, that it is always on the ball.
Andreas Panzeri
The commercials are not just about quality and attractive prices. In addition to the new collections, the anniversary presentation is also intended to show a greatly improved product presentation. This communication campaign is intended to have a young, dynamic and trendy feel, appealing to existing customers in their 40s as well as young families in their 30s.
The "dialog of clothes" used in all other communication media and the mention of the price underline the company's basic promise, according to which Charles Vögele sees itself as a fashion provider with an attractive price-performance ratio. The first commercial is set in the world of football. A second spot from the "passion" segment is still being kept under wraps and will not surprise the public until the warm days of May.
Until now, Charles Vögele has mainly advertised in the style of "pork belly" ads. Since 2002, the company has been managed by the advertising agency Publicis. Since then, more and more attention has been paid to the outward appearance of the fashion house, true to the motto: not only "clothes make the man" - an image also makes a company.
With the anniversary commercials, the Charles Vögele clothing store wants to show, among other things, that it is always on the ball.
Andreas Panzeri
