Esprit launched a wide-scale revitalization plan in 2010 and intends to make significant ongoing investments in the brand until the 2014/15 financial year. Prior to this, the company interviewed 10,000 people in Germany, France, the United Kingdom, China, the Netherlands and the United States on their awareness of the brand and products at that time and what they expected from Esprit.
The result was that customers want fashionable, feminine styles, quality made to last and outstanding value for money.
The company reviews its customer and market from time to time and based on the result designs the action plan for marketing and development.
The company adopted a new mantra. "If it´s not inspiring, it´s not Esprit." Product design, communication and store concept all follow this principle. The aim is to strengthen the bond between the brand and its roots.
Esprit has engaged the Brazilian top model Gisèle Bündchen as its face for the 2011/2012 campaign. The reason for choosing her is because the Brand strongly believes that: "Gisèle is not only very attractive. She knows exactly what she wants and her personality characterises the type of woman who finds our fashion appealing. Everything we do, we do for her.”
Esprit’s marketing philosophy is based on four main aspects :
