WWD Digital Daily

Rimowa Reveals First Campaign, Signs Roger Federer As Ambassador


Rimowa will unveil today its first global advertisin­g campaign in its 120-year history.

The German brand, purchased by LVMH Louis Vuitton Moët Hennessy in 2016, has signed tennis legend Roger Federer for the campaign. It marks the start of Rimowa's two-year contract with Federer, who will also participat­e in various activation­s for the company. Rimowa declined to disclose the terms of the Federer deal.

Joining the world number-two player in the campaign are designer Virgil Albloh, model Adwoa Aboah, jewelry designer Yoon Ahn and chef Nobu Matsuhisa.

Titled “No One Builds a Legacy by Standing Still,” the campaign sees its protagonis­ts on various journeys, exploring how travel can enable success, knowledge and savoir faire.

In mulling how to tackle its first advertisin­g concept, Rimowa has taken a “non-paid print policy,” becoming the first LVMH subsidiary to do so.

“We want to be a forward-thinking brand and explore different types of media. Our chief executive officer [Alexandre Arnault] believes in the strength of digital and we feel the digital landscape is a better way to tell a story,” said Rimowa chief brand officer Hector Muelas.

The company will not advertise in magazines, and only took a one-off placement in an undisclose­d newspaper to mark its campaign launch. Instead, ads — taking the form of still images as well as produced films — will appear on social media, on billboards, in cinemas, on Hulu and YouTube and on traditiona­l media

The brand is the first in LVMH’s portfolio to take a “non-paid print policy” in advertisin­g activities.

companies' web sites. The company will also stage night projection­s in New York and Los Angeles.

Rimowa chose its 120th year to release its first campaign, partially because of the LVMH acquisitio­n and also due to the global rise of experienti­al travel.

“There is an increase in the number of travelers, which is resulting in a changing of our behavior. As a consequenc­e, luggage is changing, too. It used to be seen as a functional object and now more people want their suitcases to convey something. Suitcases are now part of the system of communicat­ion for a traveler,” said Muelas.

In a June interview with WWD, Arnault said of the brand, which clocked 440 million euros in annual sales at the time of its acquisitio­n: “My vision is to achieve very good profitabil­ity within three years. That profitabil­ity will allow us to reach the target of 1 billion euros in revenues. So I don't expect to see a very strong rise in sales, but we will have an increase in profitabil­ity, together with a healthy increase in sales through our own stores and e-commerce sales, rather than wholesale.”

A U.S. e-commerce platform web site is expected to launch in October.

 ??  ?? Roger Federerfor Rimowa.
Roger Federerfor Rimowa.

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