{"id":49600,"date":"2024-05-22T14:04:07","date_gmt":"2024-05-22T12:04:07","guid":{"rendered":"https:\/\/answear.hr\/blog\/?p=49600"},"modified":"2024-05-22T14:17:05","modified_gmt":"2024-05-22T12:17:05","slug":"marta-sawicka-o-proizvodima-promisljamo-na-premium-nacin","status":"publish","type":"post","link":"https:\/\/answear.hr\/blog\/marta-sawicka-o-proizvodima-promisljamo-na-premium-nacin\/49600\/","title":{"rendered":"Marta Sawicka: O proizvodima promi\u0161ljamo na premium na\u010din"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Vrijeme \u010ditanja<\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">min<\/span><\/span><p><strong>Mi smo multibrand, zato &#8211; s jedne strane, kupcima pru\u017eamo \u0161irok izbor vrhunskih marki, s druge strane &#8211; provodimo mudar izbor proizvoda, paze\u0107i na njihovu kvalitetu &#8211; ka\u017ee Marta Sawicka, direktorica vizualne komunikacije Answeara, isti\u010du\u0107i va\u017enost nove image platforme &#8220;Odjeni \u017eivot dragocjenim stvarima&#8221; u pozicioniranju e-trgovine u premium modnom segmentu.<\/strong><\/p>\n<p><!--more--><\/p>\n<p style=\"font-weight: 400;\">U novoj kampanji komuniciramo s publikom da &#8220;odjenu \u017eivot u dragocjene stvari&#8221;. Koja je pri\u010da iza ovog slogana?<\/p>\n<p style=\"font-weight: 400;\">Marta Sawicka, direktorica vizualne komunikacije Answeara*: Stvorili smo novu komunikacijsku platformu za brend Answear, temeljenu na spoznajama o jedinstvenosti dragocjenih proizvoda i va\u017enosti trenutaka koje pro\u017eivljavamo zahvaljuju\u0107i istima. U izvedbi smo se, s druge strane, fokusirali na kvalitetu, profesionalnost i veliku pozornost posve\u0107enu detaljima. \u017deljeli smo da novi na\u010din komunikacije ispri\u010da pri\u010du o proizvodima, koje nudimo na\u0161im kupcima, na jedinstven na\u010din.<\/p>\n<p style=\"font-weight: 400;\">Vrijedi istaknuti kako je kampanja &#8216;Odjeni \u017eivot dragocjenim stvarima&#8217; nestandardna za modno tr\u017ei\u0161te, jer je isti\u010de poeti\u010dna forma poruke. Me\u0111utim, unato\u010d tome, to ju ne \u010dini ne\u010ditljivom. Mislim da \u0107e publika savr\u0161eno razumjeti namjeru koja stoji iza pri\u010de koja ka\u017ee da proizvodi oko nas dobivaju posebno zna\u010denje kada se uz njih ve\u017eu posebna sje\u0107anja. Uostalom, svi mi imamo sretnu ko\u0161ulju ili dragi par cipela u svom ormaru.<\/p>\n\n\n<figure class=\"wp-block-video\"><video controls poster=\"https:\/\/answear.hr\/blog\/wp-content\/uploads\/2021\/01\/cover-for-the-video-1.png\" src=\"https:\/\/answear.hr\/blog\/wp-content\/uploads\/2021\/01\/2024_04_23_00h25_ANSWEAR_SPRING_30SEK_16x9_1920x1080px_H264.mp4\"><\/video><\/figure>\n\n\n\n<p>Dakle, kampanja se temelji na stvarnim emocijama i oko njih se gradi kreativna ideja?<\/p>\n\n\n\n<p>Da, i \u0161tovi\u0161e, ova ideja ima dvostruko zna\u010denje. S jedne strane, govorimo izravno o &#8216;odijevanju&#8217;, a s druge, nagla\u0161avamo dragocjenosti. Sama rije\u010d &#8216;dragocjeno&#8217; mo\u017ee imati mnogo zna\u010denja za kupce, odnose\u0107i se na kvalitetu odje\u0107e, kao i na emocionalni naboj koji ona nosi. U Answearu prema proizvodima postupamo jedinstveno, vrhunsko, to\u010dno onako kako zaslu\u017euju. I upravo to pozicioniranje na\u0161e ponude je ono \u0161to \u017eelimo poru\u010diti na\u0161im kupcima.<\/p>\n\n\n\n<p>Razgovarajmo o vizualnoj strani kampanje. Kakva je proljetna reklama Answeara?<\/p>\n\n\n\n<p>Odlikuje se hrabrom komunikacijom. Spektakularne snimke dragocjenih trenutaka preta\u010du se jedna u drugu stvaraju\u0107i ekspresivnu pri\u010du i, \u0161to je najva\u017enije, nagla\u0161avaju jedinstvenost tada predstavljenih proizvoda. Sve je popra\u0107eno poetskim glasom, \u0161to je danas rijedak element u modnim kampanjama. Iskoristili smo ga da zavrtimo modnu pri\u010du, glasom junakinje spota, Fatime Brunengo. Tanka je granica prelaska na umjetni\u010dki stil pri izradi takve kreacije. Ipak, mislim da smo uspjeli prona\u0107i savr\u0161enu ravnote\u017eu izme\u0111u poetskih i komercijalnih aspekata.<\/p>\n\n\n\n<p>Mo\u017eete li nam re\u0107i ne\u0161to vi\u0161e o procesu (iza kulisa) stvaranja spota &#8216;Odjeni \u017eivot dragocjenim stvarima\u2019 i suradnji s redateljicom Stellom Consonni?<\/p>\n\n\n\n<p>Stella Consonni etablirana je umjetnica s iskustvom u kampanjama velikih brendova: Gucci, Burberry i Vogue. Od prvog sam trenutka znala da je ona savr\u0161ena osoba za taj posao. Kod nje me odu\u0161evio vrlo osoban pristup image kampanji ve\u0107 od po\u010detne faze. Savr\u0161eno je razumjela koncept i uspjela je kreirati uravnote\u017eenu pri\u010du.<\/p>\n\n\n\n<p>Stella ima visoku razinu osjetljivosti i profesionalka je. Kad je do\u0161la na set, sve je imala pod kontrolom. Savr\u0161eno je organizirala svoj rad i zadatke \u010dlanova tima. Bila je fokusirana na kreaciju, otvorena za konstruktivnu kritiku i pa\u017eljivo je slu\u0161ala na\u0161e komentare. Ne rade svi uspje\u0161ni redatelji na ovaj na\u010din. Bilo je veliko zadovoljstvo raditi sa Stellom i mo\u017eemo se diviti u\u010dincima u spotu koji Answear pozicionira u premium brand segment.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1043\" height=\"695\" src=\"https:\/\/answear.hr\/blog\/wp-content\/uploads\/2021\/01\/inside_3-1043x695.jpg\" alt=\"\" class=\"wp-image-49502\" srcset=\"https:\/\/answear.hr\/blog\/wp-content\/uploads\/2021\/01\/inside_3-1043x695.jpg 1043w, https:\/\/answear.hr\/blog\/wp-content\/uploads\/2021\/01\/inside_3-768x512.jpg 768w, https:\/\/answear.hr\/blog\/wp-content\/uploads\/2021\/01\/inside_3-1536x1024.jpg 1536w, https:\/\/answear.hr\/blog\/wp-content\/uploads\/2021\/01\/inside_3-2048x1365.jpg 2048w, https:\/\/answear.hr\/blog\/wp-content\/uploads\/2021\/01\/inside_3-272x182.jpg 272w\" sizes=\"(max-width: 1043px) 100vw, 1043px\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\" style=\"font-size:8px\"><\/p>\n\n\n\n<p><p>Rije\u010d &#8216;premium&#8217; \u010desto se pojavljuje u na\u0161em razgovoru. Biste li objasnili \u0161to je premium moda u izdanju Answeara?<\/p><\/p>\n\n\n\n<p>Ovdje nije samo rije\u010d o referenci na cijenu koja stoji na policama trgovine. \u0160to je vi\u0161i cjenovni rang proizvoda u ponudi, to su ve\u0107i zahtjevi kupaca u pogledu pravilnog odabira proizvoda, dostupnosti trenuta\u010dno vrlo tra\u017eenih brendova i cjelokupnog do\u017eivljaja kupovine. U Answearu \u017eelimo odgovoriti na te potrebe na najbolji mogu\u0107i na\u010din. Klju\u010dni aspekt je upravo odabir brendova. Pro\u0161irujemo na\u0161 portfolio kako bismo uklju\u010dili brendove iz vi\u0161ih segmenata i proizvode koji su popularni i jedinstveni. Kako bismo to ostvarili, upravo otvaramo Answear Concept Store u tvornici Norblin u Var\u0161avi.<\/p>\n\n\n\n<p>Za\u0161to se Answear, jedna od platformi za e-trgovinu koja se najdinami\u010dnije razvija u Poljskoj, odlu\u010dila prodavati u fizi\u010dkim trgovinama?<\/p>\n\n\n\n<p>Mnogo je razloga, ali mislim da vrijedi krenuti od pitanja imagea. Uvjerena sam da \u0107e tako kreativan i detaljan prostor kao \u0161to je Answear Concept Store pokazati punu jedinstvenost onoga \u0161to jesmo, podi\u017eu\u0107i suradnju s brendovima na vi\u0161u razinu. Osobito kod onih koji se jo\u0161 uvijek, u velikoj mjeri oslanjaju na fizi\u010dke trgovine, daju\u0107i kupcima priliku da vide njihove ekskluzivne, visokokvalitetne proizvode na licu mjesta. Concept store \u0107e stoga biti eksternalizacija na\u0161e strategije i pristupa poslovnoj izgradnji. Postat \u0107e mjesto susreta kupaca i ljudi iz svijeta mode i kulture. To je svakako jedinstveno na na\u0161im prostorima.<\/p>\n\n\n\n<p>Koji aspekti utje\u010du na jedinstveno iskustvo kupovine u Answear Concept Storeu?<\/p>\n\n\n\n<p>Na u\u017eitak kupovine utje\u010de i sam dizajn ovog koncepta &#8211; od spektakularnih izloga koje je dizajnirala Anna Szcz\u0119sny, preko dizajna interijera, do udobnih kabina za presvla\u010denje. \u010covjek nam je i dalje najva\u017eniji, a tehnologija samo podr\u0161ka iskustvu kupnje.<\/p>\n\n\n\n<p class=\"kropka\">Answear Concept Store prostor je kreiran kao ostvarenje \u017eelja kupaca. Onih koji kupuju ve\u0107 dobro poznate proizvode, ali i onih koji kupuju limitirane i ekskluzivne kolekcije kultnih brendova, kojih drugdje nema. Ve\u0107 na samom ulazu, kupca \u0107e do\u010dekati na\u0161i savjetnici, koji nisu samo prodava\u010di. Prije svega imaju zadatak pru\u017eiti pravu podr\u0161ku kupcu u njegovom modnom odabiru. Upoznati su s trendovima i dobro su informirani o aktualnim modnim doga\u0111anjima. Osim toga, koncept du\u0107an ima prostore u kojima kupac mo\u017ee sjesti, opustiti se ili u\u017eivati \u200b\u200bu svje\u017ee skuhanoj kavi. Jo\u0161 jedno zanimljivo rje\u0161enje je to\u010dka za personalizaciju kupljene odje\u0107e i dodataka. Svako od ovih rje\u0161enja pokazuje da imamo vi\u0161edimenzionalan pristup stvaranju korisni\u010dkog iskustva.<\/p>\n\n\n\n<p>* Marta Sawicka &#8211; Executive MBA diplomirala na Sveu\u010dili\u0161tu Nottingham Trent i WSB u Pozna\u0144u. Predava\u010d na sveu\u010dili\u0161tu Vidmoda u Var\u0161avi. Certificirani trener Brian Tracy International. Tako\u0111er,&nbsp;&nbsp;zavr\u0161ila je brojne te\u010dajeve o autorskim pravima i performans marketingu. Kombinira svoje znanje marketinga, e-trgovine i menad\u017ementa. U svom profesionalnom radu koristi sva tri podru\u010dja, uz pomo\u0107 kojih uspje\u0161no poma\u017ee u rastu tvrtki. Marta je nekoliko godina radila u me\u0111unarodnim reklamnim agencijama. Dobitnica je brojnih nagrada za kampanje: Effie, KTR, Mixx, Kreatura i dalje komunikaciju tretira kao srce svakog posla.<\/p>\n\n\n\n<p><p>U vezi s razvojem e-commerce tr\u017ei\u0161ta, pro\u0161irila je svoje kompetencije na moderne prodajne platforme. Posljednjih nekoliko godina povezana je s Moliera2 &#8211; trgovinom odje\u0107e i modnih dodataka iz luksuzne i premium kategorije, gdje je kao direktorica e-trgovine bila zadu\u017eena za razvoj platforme. Marta Sawicka trenuta\u010dno je direktorica vizualne komunikacije Answeara.<\/p>\n<p>&nbsp;<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Vrijeme \u010ditanja<\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">min<\/span><\/span> Mi smo multibrand, zato &#8211; s jedne strane, kupcima pru\u017eamo \u0161irok izbor vrhunskih marki, s druge strane &#8211; provodimo mudar izbor proizvoda, paze\u0107i na njihovu kvalitetu &#8211; ka\u017ee Marta Sawicka, direktorica vizualne komunikacije Answeara, isti\u010du\u0107i va\u017enost nove image platforme &#8220;Odjeni \u017eivot dragocjenim stvarima&#8221; u pozicioniranju e-trgovine u premium modnom segmentu.<\/p>\n","protected":false},"author":54,"featured_media":49605,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133],"tags":[],"class_list":["post-49600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-answear-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - 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