See what I mean?īut that discrepancy in pricing is exactly why these designers and Target brand decided to partner with one another. Dresses by designers like Sandy Liang go for around $600, whereas dresses sold by Target go for more like $35 a pair. Rachel Comey, Victor Glemaud, Sandy Liang, Nili Lotan & Target Co-branding Campaign: High-End FashionĪnyone who's designer-conscious knows high fashion and Target aren't exactly the same caliber regarding quality. Not only did Baumgartner set three world records that day, but he also embodied the value of reimagining human potential that define both GoPro and Red Bull. While GoPro and Red Bull have collaborated on many events and projects together, perhaps the biggest collaboration stunt they've done was "Stratos," in which Felix Baumgartner jumped from a space pod more than 24 miles above Earth's surface with a GoPro strapped to his person. Why the Stratos Co-Branding Campaign Works The collaboration allows exclusive GoPro content to enhance both companies' growth. "GoPro camera technology is allowing us to complement the programming by delivering new athlete perspectives that have never been seen before," said Sean Eggert, Red Bull's director of sports marketing. At the same time, Red Bull uses its experience and reputation to run and sponsor these events. To make the partnership work, GoPro equips athletes and adventurers from around the world with the tools and funding to capture things like races, stunts, and action sport events on video - from the athlete's perspective. These shared values make them a perfect pairing for co-branding campaigns, especially those surrounding action sports. Instead, both have established themselves as lifestyle brands - in particular, a lifestyle that's action-packed, adventurous, fearless, and usually pretty extreme. Hence this paper seeks to establish the possible influence that in-store ambiance or atmospherics has on the consumer purchasing behaviours in a selected apparel retail store in Windhoek.GoPro doesn't just sell portable cameras, and Red Bull doesn't just sell energy drinks. Therefore, the sensory description of the atmospheric as being a complex arrangement of environmental factors that are likely to influence consumer behaviour is widely accepted (Kotler 1973, Hultén, 2012 Krishna, 2012). Purchase decisions based on atmospheric factors can further be explained by the concept of pleasure, arousal, and dominance (PAD). The word atmospherics as coined by Kotler (1973) describes the careful development of an environment that has specific effects on customers, to produce pleasant buying situations and customer enthusiasm towards purchases. Notwithstanding this definition, quoting Philip Kotler (1973), Pfister (2019) expresses that in-store ambiance has a lot to do with showcasing the store surroundings, thus suggesting that organisations use spatial feel, deliberately and ably as they would use value proposition, advertising, personal selling, and different devices to promote their products. Hence, according (Pfister, 2019), atmospherics in that sense, relate to in-store ambiance and are not subjected to an individual position in the store but rather related to a wide-ranging field including, but not limited to, things such as sensory cues and spatial aesthetics. Pfister (2019) posits that the comprehensive occupation of an atmospheric space in the context of consumer behaviour, is totally or partially without boundaries in what is experienced by and presented to the consumer.
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