Tasked with rekindling brand awareness and lifting its profile across China, Hong Kong and Taiwan, Impact will concentrate on developing the high-end brand’s strategy and media relations, with a core focal point expected to be on journalists.
Impact Asia group account director Jeremy Cheung said Aigner enjoyed market dominance in the ’80s and early ’90s, but had recently suffered due to declining marketing activity and brand equity. “For the first time, there will be a press club for the brand, so that the client can communicate face-to-face with journalists on a regular basis,” he said.
Cheung noted that journalists would be provided with VIP memberships making them eligible to receive promotions and product information, with the agency also planning media outreach trips to Italy to boost awareness.
“We have to undergo an education process because the brand, which was previously quite renowned, has been absent from the market for a while,” he said. “The challenge is to revive its memory and move it to the frontline in the world of luxury brands.”
The brand is expected to relaunch first in Hong Kong this November, with the opening of outlets in the upcoming Elements shopping mall and Union Square. Mainland China and Taiwan will follow in the coming months.
Aigner, a brand best known for its handbags, first hit the market in 1965.
