saab to launch a clothing line

Influx Insights — 2008-04-02T16:51:35Z

It’s interesting how brands are starting to embrace the broader lifestyle concept surrounding the environment.

One tactic to broaden the idea is to partner with other like-minded companies to generate a halo effect.

Saab, a company not necessarily known for its green credentials, but is now keen to push them, has just embarked on a new program.

Saab is moving into the clothing business with the launch a new “Pure BioPower EcoClothing” collection.

The goal is to push Saab’s BioPower technology.

To do this, the Swedish automotive giant has partnered with Reflective Circle for the clothing that will include a range of dresses, t-shorts, blouses made from certified organic cotton, other clothing lines will be introduced over the course of the year.

The line will be available online at Saab Expressions.

The idea of partnering and combining to add impact is interesting in this case.

Traditionally, brands have partnered with companies of equal size and weight and in areas where there is obvious synergy.

In the case of the environment, smaller companies that are focused on the ethical side can bring a considerable halo to the larger firm.

The challenge for these small companies is to protect their integrity because they will have many critics who don’t support the idea of partnership with companies who don’t have ethical and environmental considerations at the center of their corporate mission.

Idea from Claes Foxerus

Posted by Ed Cotton

saab's new brand video

Influx Insights — 2007-05-28T01:50:53Z

GM’s relationship with Saab has always been an uneasy one. Influx thought things were moving in the right direction with establishment of the Saab Brand Center and the stunning Aero X concept (which won 2006 concept car of the year).

With these two new initiatives,we assumed Saab had discovered a core idea that it could center itself around and build from.

However, we stumbled across a recent brand video, that turns out to be more confusing than it is revealing.

Influx Insights Tag Feed: saab

saab to launch a clothing line

saab's new brand video