goodbye Loewe, It was nice while it lasted

What has been that desired mark, reference of good taste, Loewe he named?

Judge for yourselves. I, I will not step on one of its stores. goodbye Loewe. I have felt shameful to see the ad. Some people still confuse notoriety with extreme bad taste.

Some friends tell me that these ads works well in Madrid, but I call there and tell me not, that does not pass.

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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16 replies
  1. Jose
    Jose says:

    Mr. Recolons, I understand that it is you who signed the previous article,no?

    If so, I can not come to understand yourself as an expert in advertising and marketing as you have no more “farsightedness” 2nd to understand the intentions of this announcement. Loewe has got what he wanted, THAT THEY SPEAK.

    No creative in their right mind would launch a campaign like this trying to sell it as serious. Clearly seeking irony, the sarcasm, the embarrassment,… Definitely, the controversy.

    Have a little more sense of humor and not as limitation, man!

    Reply
    • Guillem Recolons
      Guillem Recolons says:

      Hello Jose. I assure you that I appreciate humor as few. Here I attached an excellent example of the use of humor, the Ssangyong https://www.youtube.com/watch?v=L3fMk1cwKV4&feature=youtube_gdata_player

      For Loewe think it has little to do with a sense of humor. Loewe tries to tell me that the Spanish youth responds to a pattern very far from reality. If not humorous that the mark has lost thousands of customers in a few weeks. I am one, but I know hundreds. Is it a good strategy?

      It is encouraging that thanks Loewe samples rejection of his new campaign. That they speak even one bad and neither works. Having reached the current point, restore the reputation is almost a miracle that require a multimillion-dollar investment.

      If there is anyone who would not be at this time he is the director of marketing of Loewe.

      Reply
  2. Jose
    Jose says:

    Hello again, Guillem:
    Definitely his sense of humor is far from mine. The announcement seemed to me appalling. He could not wait to finish. The girl pedantic impossible. In addition do not even know what they are selling me. Definitely if the average user of a “Snyaan” It is in this manner, what a joke!!!

    About what I said the loss of thousands of customers in a few weeks, I would be grateful if you will attach the link where you can read that information, because I've been searching and have not found anything about it.

    Reply
    • Guillem Recolons
      Guillem Recolons says:

      Hello Jose, Here is a fact that perhaps will be useful, removed from YouTube

      SSangyong Korando: 98% “I like it” against 2% “I do not like”
      Loewe Oro 2012: 6,4% “I like it” against 93,6% “I do not like”.

      Need more data?
      The names of my friends and family who bought in Loewe and have vowed to quit do not think giving the, I hope you do not mind.

      Reply
  3. Celestino Martinez
    Celestino Martinez says:

    Hello.

    From the day the announcement was met, I have had many discussions about it with people from very different profiles.

    Sincerely, I do not see anywhere irony or sarcasm and himself the embarrassment. I struggled to reach the end of the ad. Stupefaction not come from the ad itself, It has been a spot that signing Loewe, whose positioning is completely different to that presented in the ad.

    In my opinion, is an insult to the target that allegedly targeted and a baffling maneuver for the current customer profile, I do not think it is comfortable wearing the logo and be associated with this gang of superficial beings and ridiculous.

    I do not have the same sense of humor, although this is irrelevant, Since I'm not buying any merchandise brand.

    But I have my doubts that the sense of humor of current customers of the brand is very different from mine.

    Reply
    • Guillem Recolons
      Guillem Recolons says:

      Celestino, I am convinced that you have a great sense of humor, but also of good taste. And that's why repels ad, because it undermines the good taste and because desposiciona a brand we all had in the top of mind. It's what we call a misalignment of values, an issue considered serious in terms of branding.

      To make matters worse, the actors appearing in the ad are sons of famous. That aggravates even more. We are in the marketing of disappointment. I'll post a post in three minutes with the announcement of Cartier to see if friends Loewe understand in a communication code “premium brand”.

      Thanks for writing and #FF

      Reply
  4. Ignacio Pancorbo
    Ignacio Pancorbo says:

    Hello, I read the posts of this article and I am left with the thorn review. I find it surprising that ramblings about this listing reach someone suggest what mood Loewe wanted was to achieve notoriety. I think with all due respect outrageous. Obviously I have not spoken to the Loewe brand manager so I do not know the absolute truth, but even if it were it is clear that they have failed in this way even more for creating irritation and rejection.
    If I had to imagine the briefing I think it would say something like: launch of a new collection of bags and bags with a design that leaves its handles slightly colored Loewe classic designs by using fluorescent tones, so that is intended to give a more trendy brand orientation and it probably attack a younger audience.
    Obviously the briefing would not that, but explain. I think a good design, I think a good strategy to modernize the brand and to reach a younger audience. Now, it seems that the lords of Loewe have forgotten that remain leaving Loewe brand values ​​to position it in the top of mind as a premium brand.
    As advertising and consumer brand as it had always been very clear that young guy was the target of Loewe. I think it is far from sharing the spot. And to explain better, although it is true that the young buyer Loewe I can imagine more classic, I do not think at all that these people did not allow him to make an aggressive campaign Loewe, creative or to turn more trendy style, and I consider it a product that fits. I think it would have been very well received not have risked so much pretending that the buyer feel identified with “The models”, unsuitable, in favor of betting on product quality and fewer staff to campaign.
    Being somewhat harder, I will say that I like Spanish young I received a message that Loewe (although I think in a way it is true that there is much younger and, I do not think anyone wants to hear it from a brand of this type) young Spaniards arrived at the 25 with a maturity of teenagers own 14 years old , we only talk about love and our school folders, professional level that we much to be desired since “celebrities” that we provide, so to become children of conocidillos, No one knows etc.
    I personally know many young people much closer to being consumers of the brand Loewe, which they would raise the Loewe brand for their personal stories despite not being children of conocidillos, young people who stand out for their professional talent, admire people for their journey, for their value as people, for their education and their speech. By contrast Loewe shows children of pseudoconocidillos, these lesser known yet, so that little point me your “status”, who can not speak and release things that no young person tied to the values ​​of the brand really would loose.
    Finally, much remains for Loewe to fix this mess.

    Reply
    • Guillem Recolons
      Guillem Recolons says:

      Ignacio, I could not agree more. We have young people who have been around the world with their projects, they have very little work following principles banality: the effort, discipline, respect, the desire for improvement and innovation. I do not see any of that in the announcement of Loewe. It is pure banality. I guess that has its audience, but not me (and I see neither your).

      Thanks for your comment, a reflection more than successful.

      Reply
  5. Nacho Ávila
    Nacho Ávila says:

    https://www.hoy.es/20120510/mas-actualidad/sociedad/loewe-agota-bolsos-pijos-201205101139.html

    https://www.divinity.es/alvaro_gonzalez/Loewe-acerto-bolsostrospidos-agotan_0_1409100003.html

    Good afternoon,

    Regarding the campaign, perhaps it is true that they have lost customers “lifelong” to those who, by the way, they have no customers much life ahead. But judging from the links attached seems to be a new audience that, perhaps by youth and still have a more flexible brain, They have rewarded an attempt to brand -more or less fortunate- by approaching them. And perhaps they have then understood that the “rebellion” and sophistication, still near the merdelloneo, They can coexist with tradition and with modernity and perhaps, why not, such that new blood is fed into the coffers of a future Loewe.

    Nonetheless, I was of those who stayed with his mouth open after seeing the ad, not indifferent… What do you think you considering the attached news?

    I hope to see you tomorrow talk offered in Málaga.

    a greeting,
    Nacho Ávila.

    Reply
  6. Anca
    Anca says:

    Hello, I saw a few days ago Loewe has the Cruz sisters for creating a bag, besides being brand image today, Loewe put on Google and has brought me here, I read the article. and comments and I can not agree more with Guillem. I am not understood in Marketing, nor do I have anything to do with the brand, and I buy their products, I follow exclusively, his career, their “progress” which for me they are nothing but setbacks- involution; a mark as Loewe, which claims to be one of the few Spanish brands luxury located in the area, You can not and should have these lapses, or outbursts, vulgar. I would like very much to know who is responsible for the image and brand advertising, because after, I am firmly convinced that a friend of mine, luxury industry expert would do much better, I wish I could present it to management and the directors of the Loewe Group. How sad that people with overwhelming talent and knowledge can not have opportunities… regards.

    Reply
    • Guillem Recolons
      Guillem Recolons says:

      Hello Anca, I am right now with my colleague, Alexia, luxury marketing specialist. She speaks of unfortunate opportunism, output tone that fits with luxury brand approach, It was not aspirational.
      Thanks for write!

      Reply

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