Opinion Leader - Milan, Italy

Alessandro Tacchini plays his new match with Opinion Leader

It was 1966 when Sergio Tacchini, the Italian tennis champion who created extremely popular fashion collections, founded Sandys Company. Now his son Alessandro wants to exploit the family’s experience in the clothing industry to undertake a new way, turning to Alberto Vergani and Opinion Leader to create the communication strategy.

Starting from the historical Company name, Sandys, we created the brand, SANDYS.HT, where “HT” summarizes the pay-off of the brand: “HIGH TECH HIGH TOUCH”, a perfect mix of technology and style that makes SANDYS.HT collections unique.

Once we created the name and the logo of the new brand, we developed an integrated communication plan that will span the next three years. We’ll start from the warm-up phase focused on social media activities, press campaign and PR activities to let people know about the new brand.

Then we’ll go on to the “start” phase, based on a team of testimonials and advertising, proceeding next with the “performance” phase that will focus on an internationally known athlete to represent the brand. Social media, PR and press office activities will be thread between the different phases of our strategy.

Moreover, we managed the presentation of the first collection to the sales network, a fundamental step for every fashion brand.

Important company assets such as highly skilled partners and medium/long period investments ensure high reliability in this project, which aims to add other brands to the company portfolio.