This advertising cut sits
Publicis shows what clothes AlFerano also makes for young people
Publicis shows which clothes AlFerano also makes for young peopleby Andreas Panzeri "A fine fabric can spare your elbows," reads an irritating advertising text from Publicis for the tailor AlFerano. Clothes make the man. Fitting clothes can therefore actually be easy on the elbows when it comes to career advancement in a somewhat finer style.
AlFerano Mode AG was founded in 1992 by Stephan Hägeli, shortly after he had completed his studies in economics at the University of Zurich. His brilliant business idea: exclusive fashion made to measure, combined with a top service for the demanding businessman. Today, he employs 20 people in Switzerland and Germany and generates a turnover of around 10 million Swiss francs.
The AlFerano personal shopper guarantees that his customers are always dressed appropriately, wherever they are, by visiting them in the office or at home by appointment, advising on style, presenting the latest fabrics, taking measurements, returning a few days later for a fitting, and supervising the manufacture and delivery of the fine garment.
You can choose from a variety of basic cuts, plus over 500 fabrics, from Dormeuil to Nino Cerruti. Ties by Armani, Trussardi and Montana as well as custom-made shirts with embroidered monograms complete the range. "Of course, AlFerano pays the utmost attention to maximum wearing comfort and quality down to the last detail," Hägeli says. These details also include the unfixed horsehair insert. "The latter may not be visible at first glance - but it can already be felt during the first fitting," knows Dani Krieg, who as CD of the AlFerano campaign naturally wanted to put on a corresponding jacket.
So it's high time to go beyond word-of-mouth advertising and address a broader public and familiarize them with the service brand. Important side points for the brave little tailors at Publicis: "Tapping into younger customer segments, breaking down price prejudices against made-to-measure fashion, and awakening emotional desire beyond the rational desire to buy."
For the time being, four subjects are drawing attention to AlFerano in general and the new fall collection in particular. Three of the four subjects will appear as full-page advertisements in the NZZ and in Cash from the end of September. In addition, posters of all four subjects will be displayed and a customer mailing and a new customer mailing will be sent out.
AlFerano Mode AG was founded in 1992 by Stephan Hägeli, shortly after he had completed his studies in economics at the University of Zurich. His brilliant business idea: exclusive fashion made to measure, combined with a top service for the demanding businessman. Today, he employs 20 people in Switzerland and Germany and generates a turnover of around 10 million Swiss francs.
The AlFerano personal shopper guarantees that his customers are always dressed appropriately, wherever they are, by visiting them in the office or at home by appointment, advising on style, presenting the latest fabrics, taking measurements, returning a few days later for a fitting, and supervising the manufacture and delivery of the fine garment.
You can choose from a variety of basic cuts, plus over 500 fabrics, from Dormeuil to Nino Cerruti. Ties by Armani, Trussardi and Montana as well as custom-made shirts with embroidered monograms complete the range. "Of course, AlFerano pays the utmost attention to maximum wearing comfort and quality down to the last detail," Hägeli says. These details also include the unfixed horsehair insert. "The latter may not be visible at first glance - but it can already be felt during the first fitting," knows Dani Krieg, who as CD of the AlFerano campaign naturally wanted to put on a corresponding jacket.
So it's high time to go beyond word-of-mouth advertising and address a broader public and familiarize them with the service brand. Important side points for the brave little tailors at Publicis: "Tapping into younger customer segments, breaking down price prejudices against made-to-measure fashion, and awakening emotional desire beyond the rational desire to buy."
For the time being, four subjects are drawing attention to AlFerano in general and the new fall collection in particular. Three of the four subjects will appear as full-page advertisements in the NZZ and in Cash from the end of September. In addition, posters of all four subjects will be displayed and a customer mailing and a new customer mailing will be sent out.
