case study: dell – a foray into lifestyle and luxury
Dell leaped into the lifestyle market with a new luxuriously designed laptop. This strategic move was to help Dell reposition its consumer products from affordable, functional laptops to luxurious, high fashion, personalized accessories to meet a growing consumer demand for more non-traditional technology products. Servicing the Dell account for more than six years, GCI Group was asked to help transition the perception of the brand in Canada.
GCI Group recommended conducting a media tour with Dell’s industrial designer to demonstrate how Dell was capitalizing on the consumer demand for personalization by infusing colour and art in the consumer line of products. The GCI team told this story to fashionistas and stylist influencers, rather than technology enthusiasts.
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ResultsGCI secured feature coverage with top tier style and fashion publications, establishing Dell as a lifestyle brand with superior product design. In fact, many editors hailed Dell’s products as “an industrial design triumph,” which differentiated Dell from its competitors. GCI’s efforts also enabled Dell to foster relationships with fashion and lifestyle editors, relationships that were beyond Dell’s consideration in the past. Dell is now excited and motivated to further build those relationships. As a result, the GCI has shifted its media efforts from traditional technology and recommending new and creative ways Dell can continue to expand upon its relationships with the fashion world. |
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