Superga breaks global fashion campaign

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MILAN -- Superga, the Italian marketer of classic canvas tennis shoes and casual clothing, is embracing a more product-oriented strategy as it unveils its new global print campaign to introduce its new fall/winter collection.

The seven-subject campaign superimposes Superga products on naked male and female models to showcase the latest items, like cashmere and wool- covered shoes and rubberized jackets with removable wool/fleece linings and reversible down jackets. The tagline line for the campaign is: "If you really want to cover yourself."

Created in collaboration with Pirella Goettsche Lowe, Milan, which oversees all global advertising, the campaign will initially run in Europe and Japan. Roberto Pizzigoni and Aldo Cernuto of Pirella handled creative direction and Andreas Bitesnich shot the photos.

Superga's marketing spend has increased as it has expanded from summer tennis shoes to offering a variety of year-round footwear and clothing. Until 1995, summer shoes accounted for 99% of sales. In 1994, a clothing line was launched and the first winter shoe collection was introduced in 1996. Clothing now accounts for 20% of sales. In 1997, Superga's ad budget rose to $10.2m from $9m in 1996. Starting next year Superga will add baby clothing, eyeglasses and fragrances to its product line.

Copyright October 1997, Crain Communications Inc.

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