Reckoning the power of Brand Licensing, Piaggio has forayed into fashion and lifestyle space with its auto brand Vespa.
Industry leading brand licensing agency, Global Icons, brokered the deal between BREX and Vespa, as Piaggio’s exclusive global licensing agent.
The Fall/Winter 2017 collection will be launched with influential retailers in London, Paris, Milan, Barcelona and Prague, before extending globally.
BREX’s exclusive collection of Vespa footwear has already received much interest and acclaim at this year’s top fashion destination – Pitti Uomo – where they unveiled the range for the first time.
Vespa is the historical scooter brand which has become a Modern Myth, a Fashion Statement, a Personal Expression. Through its licensing programme, Vespa aims to deliver products that reflect the superior technology, innovation and iconicity of the brand, whilst taking into consideration the unique and powerful brand heritage, which is precisely what BREX has created.
commenting on the association, David Williams, General Manager at Global Icons Europe Ltd. stated, “The collection looks great and encapsulates Vespa’s values of elegance, culture, iconicity, boldness and stylish creativity, in the perfect way.”
Davide Zanolini, Executive Vice President WW Marketing & Communication at Piaggio, stated, “Vespa is a worldwide icon, which deserves a careful treatment in product development and partners’ selection. We believe that Vespa Footwear range developed by BREX truly interprets the core values of brand: spontaneity, happiness and style.”
“Vespa’s iconic round flank is a smart quote on the shoes sides, while the colors and the shapes are inspired by the contemporary range of scooter, making it a timeless but contemporary, classy but vibrant, expressive and distinctive range of shoes.”
In 2016 Vespa has celebrated its 70th birthday with nearly 19 million vehicles sold worldwide.