Hurley
When I comes across Hurley's line of apparel I automatically get a feeling that makes me feel I'm on vacation at the beach. Originally made for the surfer community, Hurley has expanded to all types of locations across the world. They have a laid back, sporty look that doesn't make you feel uptight yet you don't feel like a bum either. It makes you think of summer weather, bright colors, and fun designs. They are most commonly known for their graphic tee shirtsHurley is a form of expression. The logo is to curved lines in the form of an H and can be seen on a lot of teenagers' cars around town. Not every brand can pull this off and that's because Hurley is portraying its clothing as a lifestyle and people like to represent that. Hurley also sponsors many surfing and skating events like Pro, an ASP world tour event. This year they held an event called Art Chest where they sent out hot pink tee shirts to be designed by celebrities and then sold them in a silent auction to raise money for the Boarding For Breast Cancer charity.
People should buy Hurley because it is so much more than a clothing line. It enables you to express your lifestyle, support surfing and skating teams, and look cute all at the same time.
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2 comments:
You need to think of the brand using the construct given by David Aaker. You are currently looking it at from a consumers perspective or from a fashion perspective but NOT from a brand perspective or a marketing perspective.
what is the brand's value proposition?
what is their core identity?
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