Energie
To be honest, the Italian brand for male clothes Energie, does not seem to have much of an advertising policy or strategy. It’s apparent they’ve dealt very little with any public relations UK-based companies. When walking through the streets of London you will see ads from almost every major clothing company - starting from the famous sport brands like Nike and reaching the cheaper brands like Next. However, there are almost no ads from Energie and still the company remains almost a perfect one with amazing clothing and perfect collections.
Actually even the Energie store in London is only the one on Carnaby Street - no huge malls, no small stores elsewhere - what kind of a brand has one shop only and still pretends to be from the rank of Armani and Dolce??
Well recently much has been said about the topic and the Italian designers say that actually advertising Energie is contained exactly in the lack of any ads. The more people wonder why there are no ads from the brand, the more their curiosity grows. How come such an expensive brand has no obvious advertising strategy, has no movie or sport stars to support such a campaign, has only a store in a huge city like the British capital? All these questions are a kind of advertising since people are talking and that is the main reason for advertising - the more people talk on something the more attractive it gets.
Probably this is the reason why Energie remains a strong brand on the market, attracting more and more young people and expanding rapidly with new ideas and innovative collections. Personally I consider them one of the best brands for men clothing and usually I do not need an ad to make me buy some of their stuff - even without looking at the spring edition collection on the web, I still know it is going to be amazing because, honestly, perfection needs no advertising.
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