Everybody loves a good story. It’s the same with business: if you don’t tell a good story about your brand, people may just forget about it.
That’s what happened in the Philippines to Ellesse (pronounced “el-ess”), a half-century-old Italian sportswear brand that made waves locally in the early 1980s with its stylish but practical line of tennis clothing.
Sending the message that it was possible to succeed with style, tennis greats Chris Evert, Boris Becker, Guillermo Vilas—and even boxer Muhammad Ali—were among the top endorsers of thebrand founded by tailor Leonardo Servadio in Perugia, Italy in 1959.
Ellesse’s popularity waned as other sportswear brands became prominent, but now it’s making a comeback. With the help of its Philippines-based partner Primer Group, the brand (now ownedby Britain’s Pentland Group) will put up nine stores across the country in 2012, and more throughout Southeast Asia.
So how is the Italian brand retelling its story to a new generation of Filipinos? Ellesse global managing director Mike Stopworth, who recently visited Manila, tells Entrepreneur Philippines just how:
1. Put up flagship stores.
Flagship stores—defined as a retailer’s primary location, a retail chain’s first outlet, a store in a prominent location (like a mall), or the store that holds the highest volume of merchandise—“are the best way to tell your brand story,” says Stopworth.“It’s the best tool for educating people and consumers about your brand, and obviously our brand is ‘new’ here.
It’s a 50-year-old brand but is new to Southeast Asia,” adds the 31-year-old manager, who became a fan of Ellesse growing up in Liverpool, England.