Photo from “On Your Marque”
Italian automaker Maserati is reaching out to New York department store Bergdorf Goodman’s consumers through a fall men’s fashion collaboration.
The retailer shot a series of editorial images for its September magazine in Modena, Italy, where the car brand’s factory and headquarters are located. Making the comparison between automobile and apparel design will help to reinforce Maserati’s place as an “icon of style.”
“Maserati is increasing its U.S. footprint, so a partnership with Bergdorf Goodman puts the brand in front of a large, affluent group who might not otherwise place Maserati in their consideration set,” said Jason B. Cohen, executive vice president of creative at The O Group, New York.
“To drive overall brand awareness and product awareness of its Ghibli sedan, they’ve partnered with Sports Illustrated’s Swimsuit Issue and have created the Maserati Quattroporte Zegna Limited-Edition in close partnership with Ermenegildo Zegna,” he said. “The Bergdorf Goodman partnership aligns well with other brand initiatives.”
Mr. Cohen is not affiliated with Maserati or Bergdorf Goodman, but agreed to comment as an industry expert.
Maserati and Bergdorf Goodman were unable to comment directly before press deadline.
Home tour
The full photo spread, “On Your Marque,” is running as a 20-page editorial in the September issue of Bergdorf Goodman’s magazine, which was delivered on Aug. 28. It celebrates the centennial for the automaker, which has been a year-long event for the brand (see story).
Photographer Arnaud Pyvka shot model Victor Nylander against the backdrop of historically important vehicles in the Maserati factory. These included a 1953 A6 GCS Berlinetta, which had been designed by Pinifarina, as well as a current Ghibli and Quattroporte.
Editorial image featuring a 1969 Ghibli SS
Throughout the images, consumers get a tour of many different spaces in the factory, showing the assembly line, open engines and a field of completed cars covered in branded plastic waiting to be shipped.
Editorial image from Bergdorf Goodman’s September issue
Mr. Nylander was styled in modern, sometimes futuristic, apparel and accessories from Saint Laurent Paris, Maison Martin Margiela, Givenchy and Thom Browne, among others.
To give more of a sense of the location and the process behind getting the photos, Maximilian Imrie shot a behind-the-scenes video. In the 90-second short YouTube video published by Bergdorf Goodman, more mechanics of the factory are shown, as well as close-ups of the cars as they are positioned in the shots, driven or pushed by hand.
Fall 2014 Dispatch: Goodman’s Maserati Shoot in Modena, Italy
Appeasing Bergdorf Goodman’s fashionable audience as well, the social video also includes the prep for the model and wardrobe.
Reaching the retailer’s online audience, both the video and the entire collection of images were published on the Bergdorf Goodman blog.
In addition, there is a social campaign spanning the department store’s Facebook, Twitter, Instagram, Pinterest, Google+ and Tumblr.
Instagram post from Bergdorf Goodman’s men’s store account
Fashion forward
Maserati is currently asserting its place in fashion through a design collaboration.
The automaker and Ermenegildo Zegna are cross-marketing their Italian brands through a long-term design partnership to produce 100 limited-edition vehicles and offer Zegna customization options.
Zegna and Maserati are in the midst of a three-year partnership during which they will launch the Maserati Quattroporte by Ermenegildo Zegna and let consumers choose from new bespoke options for all models. Similar to other fashion marketers who have partnered with automakers, Zegna could get the most from this collaboration since it will raise brand awareness among its target audience of affluent men via Maserati showrooms (see story).
Maserati is continuing its collaboration with Italian fashion house Ermenegildo Zegna to celebrate the launch of the Quattroporte Zegna Limited-Edition.
The celebration is leading the brands to international locations to bring awareness to their vehicle. The brands will also focus on the photos taken at each event for photography books that will commemorate the events and likely create future awareness of Maserati and its ideals (see story).
This Bergdorf Goodman collaboration will raise awareness for Maserati among the retailer’s fashionable audience.
“It is generally acknowledged that Fashion partners have been valuable to non-fashion brands in reaching younger, affluent, image-conscious audiences,” Mr. Cohen said.
“I view this collaboration as a great way for two well-respected brands to drive relevance with new audiences and provide brand devotees a fresh, new way to to think about them,” he said.
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York