Savage - clothing for the self-sufficient

Those who do have a superficial understanding of the brand Savage, for some reason, really think that it is a French or English brand. But in fact the clothes from the Russian manufacturer. Back in the nineties in the domestic fashion market it was not, and in 2006 the company was awarded the National Prize in the field of fashion «Fashion-company 2006". About how pretentious this young brand can be judged from the fact that its "face", she chose socialite Ksenia Sobchak.

The word savage translates to English as "savage." Do not be scared: nothing wild and shocking in clothing by Savage not. It is necessary to say, probably not for the wildness and naturalness, and naturalness and, in particular, the natural human desire for a modern stand out from the crowd.

Life style

On one of the dedicated fashion websites word «savage», albeit in Russian transcription deciphered literally as follows:

• "C" means freedom, and especially freedom of movement. Clothing which is sewn exclusively from natural fabrics, lets feel comfortable and relaxed.
• "A" is associated with the activity. Savage is positioned as clothes for people with active lifestyles. In any collection, as a rule, there are models designed for office work, and sports, and for sea or ski resort, and just to relax in a friendly company.
• "B" means new opportunities. It is treated so that the task of brand Savage is to allow the client, regardless of age and preferences, create their own unique style.

The second account of "A" in the word symbolizes the urgency. It does not require special decoding: things by Savage in any season, take into account the latest trends and developments of world fashion.

Finally, the letter "F" indicates that the core value of the brand is for life itself. Savage brand concept is inextricably linked with the desire to form a so-called life style - speaking in Russian, "lifestyle".

Stay yourself

Savage - is a mid-priced apparel, its "target audience" consists mainly of young people between the ages of twenty and thirty-five years, having more or less decent stable income. Among them are many practical individualists, most appreciate the clothing aesthetics, convenience and comfort.

If other companies working in the garment sector "mass market", sought to operate in promotions phenomenon of reincarnation, the marketers Savage, on the contrary, chose the slogan "be yourself! ". They did not throw the buyers calls like: "Put on the dress and feel like a princess! "Or" These clothes are a real macho Macho: errors and problems in behavior ! "And we decided to cultivate potential buyer opposite emotions. After all, if the buyer all the time to impose the same princesses or macho, then it may be unconsciously complex of inferiority, which is good, "prodazhnik" being parallel and a good psychologist, must not be tolerated. Much more grateful buyer can raise if to suggest to him that he is good in itself, without regard to any standards, and offers clothing only help him to emphasize the personal dignity.

Perhaps it is because the face of the brand, and Savage was chosen Ksenia Sobchak, not someone else. Drinking it in society has developed a very ambiguous and very Xenia knows this better than anyone. But, nevertheless, it is in no hurry to part with the already formed image for the sake of public opinion. That is, she prefers to stay as it is.

Savage was the first Russian brand of fashionable clothes, who dared to use a celebrity in advertising. Subsequently, this example was followed by Gloria Jeans, inviting Dima Bilan. But GJ - This lower price segment than Savage. But the Italian brand Sela, which "sobchakovskaya" Clothing is about a niche in price and quality, never used such methods do not. Its management believes that the brand is not "should not become hostage to the behavior of the stars."

Svetlana Usankova