Sergio Tacchini Looks To Relaunch Brand In Major Markets Around The World

Italian fashion designer of sportswear Sergio Tacchini is to target high-earning consumers with "targeted marketing initiatives and sponsorship campaigns" around individual sports as it looks to exploit what it claims is a renewed growing market for fashion focused premium sportswear, according to Sebastian Joseph of MARKETING WEEK. The hope is that the strategy will "help relaunch the brand in major markets around the world" after it lost some of its share of the tenniswear market to Nike and adidas over the last two decades. The company said that future marketing activity will look to carve out a "niche audience of younger and affluent consumers in an overcrowded market by focusing on style." Additionally, sponsorship campaigns will be "tailored around events, venues, individuals associated with individual sports such as tennis, sailing and racing" (MARKETINGWEEK.co.uk, 9/28).