FAENZA: New Official Website Is Online to Create An Artistic Lifestyle Brand
Release date:2020-05-13
The global economy is facing huge downward pressure. As a major participant in market economic activities, while their layout becomes invalid, many companies have fallen into a round of anxiety about whether the change is made.
However, a lot of the leading companies do not step on the brakes, instead, they aggressively promote a new round of strategic upgrades. For example, the BMW logo was changed to a minimalist flat style becoming the most transparent car logo in history; the ALIPAY logo was upgraded from light blue to dark blue, behind which, as NETIZENS jokingly say, is its strategic core of comprehensive transformation into an open platform for digital life. As one of the leading companies in the tile and sanitary ware industry, FAENZA has quietly launched a new official website recently, which kicks off the prelude of its brand strategy upgrade. Coincidentally, at the beginning of this year, these three major industry leading companies were related to the blue color in their changes. They are steadily stepping on their own rhythm. With this color representing hope and new life, we see more possibilities for the global economy to recover after the epidemic.
FAENZA: new official website is online to give an in-depth experience of artistic aesthetics
The new FAENZA official website is based on FAENZA Blue created in collaboration with an Italian designer. Unlike the technical blue of ALIPAY and BMW, FAENZA Blue is more elegant, in which pure white is interspersed with cold gray. Through a modern minimalist design style, it creates a delicate, refined and low-key artistic atmosphere. The new slogan, that is, Living Your Art, is known to the public for the first time with the new official website going online; it also highlights its brand positioning to build an art life brand.
Of course, this new strategic positioning is not created out of thin air, but the result from deep digging and focusing on the brand value. The development process of the FAENZA brand shows that art and life are actually have become its brand genes. FAENZA brand originated from the important birthplace of Italian porcelain- FAENZA Town of Italy.
After the local ceramic artist merged the artistic inspiration of the Fauvist painter Henry Matisse with the ceramic process, this brand came into being. In 1999, this brand entered China with the respect and enthusiasm for art, and possessed the first production line, becoming a living force in China's ceramics industry. In the course of more than 20 years of development, FAENZA has applied the elegant and balanced artistic style inherited from the Renaissance to the product design, and laid the FAENZA brand art, elegant and pure brand connotation.
In addition, the newly launched FAENZA official website maximizes the visual effect of the background image itself in a full-screen minimalist layout. The wider overall vision makes the experience more immersive and the details are highlighted. For the first time, it adds the digital function. Using video combined with 3D and VR technology scene display, intelligent dynamic functions such as smooth dynamic interaction in product details pages and so forth, it allows consumers to gain a stronger spatial experience when reading, with the products seeming to be in front of them, so they can understand the artistic beauty of FAENZA in a more intuitive manner. The layout which is symmetrical and of golden ratio makes the brand proposition of Living Your Art be balanced and fused, which is quite artistic.
In addition, the newly launched FAENZA official website maximizes the visual effect of the background image itself in a full-screen minimalist layout. The wider overall vision makes the experience more immersive and the details are highlighted. For the first time, it adds the digital function. Using video combined with 3D and VR technology scene display, intelligent dynamic functions such as smooth dynamic interaction in product details pages and so forth, it allows consumers to gain a stronger spatial experience when reading, with the products seeming to be in front of them, so they can understand the artistic beauty of FAENZA in a more intuitive manner. The layout which is symmetrical and of golden ratio makes the brand proposition of Living Your Art be balanced and fused, which is quite artistic.
Artist Warhol once said, "Art business is the next stage of business."
With the upgrading of consumption, consumers are paying more and more attention to the exquisite quality of life. In addition to considering the product design when purchasing goods, the customer pursues its hidden artistic connotation and expects to obtain a better aesthetic experience. A direct way for brands to reach and cultivate high-end consumers is to embed art into the brand.
From the perspective of market conditions in recent years, the grafting of art and commerce has become a new trend. Gucci held an exhibition at the historic Chatsworth House in England; famous brands such as Rei Kawakubo, Dior and Balenciaga displayed their products in some museums; Saint Laurent went further and established its own museum in Paris to showcase its important products in different periods.
If powerful technology is the foundation of the brand's survival, then art is its rising ceiling. Outer art packaging methods such as cross-border association with artworks, artists, and art venues can indeed capture the attention of consumers in the first place, but there is a risk of becoming a castle in the air. If consumers cannot resonate in the emotional value of the brand after the experience, the so-called art building built by the brand will collapse.
The innovation of FAENZA lies in tracing the brand's art genes, reexamining the relationship between art and life, and raising it to a strategic level. This is an exploration and thinking that has never been done before in the brand art marketing. So, where is the balance between art and life? How can we reach the best status between the two? For FAENZA, its new brand slogan gives the answer- Living Your Art.
FAENZA originates from the pure artistic tradition of Italy and has a long-lasting vitality. The brand presents art in each sanitary wareand ceramic tile products in daily life. In the design and process of each product, from styling to color, every detail is focused for the purpose of providing high life quality with craftsmanship. Art empowers life, and life is the root of life. The balance and conflict between the two will bring about a lifestyle change. This is the spiritual core of the new brand strategy for FAENZA, that is, to allow art and life to create an ideal country of artistic life for consumers in a harmonious symbiosis and mutual collision. This brand strategy has also laid a solid foundation for the development of FAENZA. With this foundation, all future measures will be adopted step by step around the strategic core to gradually make art become perceptible and experienced to consumers in their wonderful home life.
Building a competitive system with differentiated value core
To focus on core values and comprehensively build a systematic competitive advantage is the key to the brand's ability to adapt to a changing market environment. For a long time, the tile and sanitary ware industry have always been predominated by the idea that the channel plays the most important role, with most companies' marketing focus being on building their own offline channels and the brands lacking systematic value support. Under this extensive operation, the industry crisis has been around for a long time: externally, there are trade wars; internally, there are problems such as overcapacity, market shrinkage, saturated competition, retail decline, channel differentiation. Now, with Now, the epidemic situation exposes more weaknesses in the industry. Companies with the strategic vision represented by FAENZA have found that if brand power is strong immunity of the company itself, then the differentiated advantage is the most effective way to build brand power.
Currently, in a lot of home furnishing brands, the concept of artistic residence only stays on the level of products and marketing. This disadvantage of the market is where there is a focus from FAENZA. The FAENZA brand has its strength originating from art, and has created a unique and elegant Italian style in the long river of time. At the same time, FAENZA, with more than 20 years of professional precipitation and accumulation, never abandons ingenuity in every product detail. This kind of artistic, elegant, and pure nature is where its soul is and where its most unique value is; and is eventually converted into the consumer's differentiated cognitive advantage. This kind of unique value recognition advantage is enough to support FAENZA to go farther in the segment market of art & life brand.
Like Volvo which has been engaged in safety cars for decades, including innovation and development of them, FAENZA updates its official website. From product to brand value, deep involvement and integration are carried out around the art and life. Its Lingzhi series M10 intelligent toilets, which have won several international design awards, are the successful practice of this concept on the product side. Lingzhi M10 series breaks through the limitation of color and gives products more imagination. The five-color cover surface fully portrays the colorful life and the different life, just like the picture book of life. Each color is elegant or intense, and the pursuit of color is integrated into every daily detail. Similarly, in the ceramic tile sector, the launch of the large starry sky tiles vividly interprets the art and life concept proposed by FAENZA. In the traceable artistic texture, alternating colors and tones bring the charm to the tile, and lead to the creation of a living space full of artistic sense.
The new positioning of FAENZA (that is, Art & Life Brand) brings art into home life and injects a new force of systematic and international development into the tile and sanitary ware industry that was extensively developed previously. However, its strategic move with its positioning of art and life brand has just begun. After the VIP ticket obtained under the new market pattern, the road is still very long. In the future, the challenges will be as follows: how to integrate products, distribution, advertising, public relations, channels, resources, talents, activities, and so forth around this positioning, how to implement the art and life brand on the level of consumer experience, and how to establish the emotional link between brands and users to the greatest extent.