Refreshing your Brand Merchandise. Is there such a thing as too often?
PSG don’t think so. And this sparked up an interesting one here at LR HQ.
Paris Saint-Germain released their PSG X Jordan’s 4th Kit Launch this season. In a world where standing out and capturing attention matters more than it ever did, PSG are leveraging brand and creativity to stay at the front of their fans minds, which poses the question - is less and often better for brand-building than more and longer term?
It’s easy to get stuck in the trap of mixing up consistency with repetition - consistency in itself should be central to your brand-building strategy - but it’s also important not to take this too literally. Consistency shouldn’t/doesn’t mean repetition. PSG are one of the world’s biggest football club brands, they’re teaching a powerful lesson on a brand merchandising approach that everyone can take advantage of.
What’s the Look.
With the PSG brand there is always a story. Innovative and daring, the X Jordan’s 4th Kit Collection design pays tribute to the “City of Light”. The jersey - based in nighttime black is inter-crossed by golden beams - highlights an arrangement that pays a subtle nod to the illuminated beams of the Eiffel Tower - a true symbol of Paris which also takes pride of place in the Club Badge. While distinctly electric-look brings big connotations of speed and energy, elements that are central to PSG’s football philosophy, the collection as a whole cements the club's commitment to the city of Paris, which inspires every design. Its authentic brand:audience connection in it’s finest form.
So what are they doing.
They’re staying fresh, flexing the creative and building true connection. They’re not afraid to move away from core colours to create something that communicates a strong message. Everything from design through to colour choices of their merchandise, from replica jerseys through to off-pitch apparel and accessories, embodies brave design that carries through the heart of the PSG brand, while really connecting with fans and staying authentic. And most of all they’re producing new product that their audience really wants to wear and they’re keeping it 100% relevant, which when it comes to apparel, is the whole entire game.
