{"id":24780,"date":"2024-05-24T10:46:38","date_gmt":"2024-05-24T08:46:38","guid":{"rendered":"https:\/\/answear.cz\/blog\/?p=24780"},"modified":"2024-05-24T15:55:49","modified_gmt":"2024-05-24T13:55:49","slug":"marta-sawicka-v-answear-klademe-duraz-na-vyjimecnost-a-premiovost-nasich-produktu","status":"publish","type":"post","link":"https:\/\/answear.cz\/blog\/marta-sawicka-v-answear-klademe-duraz-na-vyjimecnost-a-premiovost-nasich-produktu\/24780","title":{"rendered":"Marta Sawicka: V Answear klademe d\u016fraz na v\u00fdjime\u010dnost a pr\u00e9miovost na\u0161ich produkt\u016f"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">\u010cten\u00ed na <\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">minuty<\/span><\/span>\n<p><strong>\u201eJsme multibrandov\u00fd e-shop, proto na jedn\u00e9 stran\u011b poskytujeme z\u00e1kazn\u00edk\u016fm \u0161irok\u00fd v\u00fdb\u011br \u0161pi\u010dkov\u00fdch zna\u010dek, na t\u00e9 druh\u00e9 pe\u010dliv\u011b vyb\u00edr\u00e1me produkty, kter\u00e9 chceme do nab\u00eddky zahrnout a db\u00e1me na jejich kvalitu,\u201c \u0159\u00edk\u00e1 Marta Sawicka, \u0159editelka vizu\u00e1ln\u00edho marketingu Answear.com. Z\u00e1rove\u0148 zd\u016fraz\u0148uje v\u00fdznam nov\u00e9 imageov\u00e9 kampan\u011b, kter\u00e1 stav\u00ed na my\u0161lence \u201eZahalte sv\u016fj \u017eivot do vz\u00e1cn\u00fdch v\u011bc\u00ed\u201c, je\u017e je kl\u00ed\u010dov\u00fdm prvkem dlouhodob\u00e9 komunikace, kter\u00e1 Answear umis\u0165uje do segmentu pr\u00e9miov\u00e9 m\u00f3dy. Co n\u00e1s vedlo k vytvo\u0159en\u00ed t\u00e9to kampan\u011b se dozv\u00edte v n\u00e1sleduj\u00edc\u00edm rozhovoru s Martou Sawickou.<\/strong><\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">V nov\u00e9 kampani p\u0159esv\u011bd\u010dujeme div\u00e1ky, aby \u201ezahalili sv\u016fj \u017eivot do toho, co je jim vz\u00e1cn\u00e9&#8220;. Jak\u00fd p\u0159\u00edb\u011bh se skr\u00fdv\u00e1 za t\u00edmto sloganem?<\/h2>\n\n\n\n<p>\u201eVytvo\u0159ili jsme novou komunika\u010dn\u00ed platformu pro zna\u010dku Answear.com, kter\u00e1 vych\u00e1z\u00ed z poznatk\u016f o jedine\u010dnosti pr\u00e9miov\u00fdch v\u00fdrobk\u016f a d\u016fle\u017eitosti okam\u017eik\u016f, kter\u00e9 d\u00edky nim pro\u017e\u00edv\u00e1me. P\u0159i realizaci jsme se zam\u011b\u0159ili na kvalitu, profesionalitu a velk\u00fd d\u016fraz na detail. Cht\u011bli jsme, aby nov\u00fd zp\u016fsob komunikace vypr\u00e1v\u011bl p\u0159\u00edb\u011bh produkt\u016f, kter\u00e9 nab\u00edz\u00edme na\u0161im z\u00e1kazn\u00edk\u016fm, ojedin\u011bl\u00fdm zp\u016fsobem.<\/p>\n\n\n\n<p>Za zm\u00ednku stoj\u00ed, \u017ee kampa\u0148 \u201eZahalte sv\u016fj \u017eivot do vz\u00e1cn\u00fdch v\u011bc\u00ed\u201c je na m\u00f3dn\u00edm trhu nestandardn\u00ed, proto\u017ee se vyzna\u010duje poetickou formou sd\u011blen\u00ed. Co\u017e v\u0161ak neznamen\u00e1, \u017ee by byla ne\u010diteln\u00e1. Mysl\u00edm, \u017ee div\u00e1ci dokonale pochop\u00ed z\u00e1m\u011br, kter\u00fd se za p\u0159\u00edb\u011bhem skr\u00fdv\u00e1. \u0158\u00edk\u00e1, \u017ee v\u00fdrobky kolem n\u00e1s z\u00edsk\u00e1vaj\u00ed zvl\u00e1\u0161tn\u00ed v\u00fdznam, pokud se k nim v\u00e1\u017eou na\u0161e v\u00fdznamn\u00e9 vzpom\u00ednky. Koneckonc\u016f ka\u017ed\u00fd m\u00e1me ve sv\u00e9m \u0161atn\u00edku \u0161\u0165astnou ko\u0161ili nebo milovan\u00fd p\u00e1r bot.\u201c<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video controls src=\"https:\/\/answear.cz\/blog\/wp-content\/uploads\/2024\/04\/2024_04_19_ANSWEAR_SPRING_30SEK_16x9_1920x1080px_1920x1080_EMIS_12h33.mp4\"><\/video><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Kampa\u0148 je tedy zalo\u017eena na skute\u010dn\u00fdch emoc\u00edch a na nich je postavena kreativn\u00ed my\u0161lenka?<\/h2>\n\n\n\n<p>\u201eAno, a nav\u00edc m\u00e1 tato my\u0161lenka dvoj\u00ed v\u00fdznam. Na jedn\u00e9 stran\u011b mluv\u00edme p\u0159\u00edmo o &#8222;obl\u00e9k\u00e1n\u00ed&#8220; a na druh\u00e9 stran\u011b p\u0159i tom zd\u016fraz\u0148ujeme cenn\u00e9 v\u011bci. Samotn\u00e9 slovo &#8222;vz\u00e1cn\u00fd&#8220; m\u016f\u017ee m\u00edt pro z\u00e1kazn\u00edky mnoho v\u00fdznam\u016f, odkazuje na kvalitu oble\u010den\u00ed i na emocion\u00e1ln\u00ed n\u00e1boj, kter\u00fd v sob\u011b nese. V Answear klademe d\u016fraz na v\u00fdjime\u010dnost na\u0161ich produkt\u016f, s d\u016frazem na jejich pr\u00e9miovost, p\u0159esn\u011b tak, jak si zaslou\u017e\u00ed.\u201c<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Promluvme si o vizu\u00e1ln\u00ed str\u00e1nce kampan\u011b. Jak vypad\u00e1 nov\u00e1 reklama Answear.com?<\/h2>\n\n\n\n<p>\u201eVyzna\u010duje se odv\u00e1\u017enou komunikac\u00ed. Velkolep\u00e9 z\u00e1b\u011bry vz\u00e1cn\u00fdch okam\u017eik\u016f p\u0159ech\u00e1zej\u00ed jeden v druh\u00fd, vytv\u00e1\u0159ej\u00ed expresivn\u00ed p\u0159\u00edb\u011bh a hlavn\u011b zd\u016fraz\u0148uj\u00ed jedine\u010dnost produkt\u016f, kter\u00e9 jsou prezentov\u00e1ny. V\u0161e doprov\u00e1z\u00ed poetick\u00fd voice-over, co\u017e je v dne\u0161n\u00ed dob\u011b v m\u00f3dn\u00edch kampan\u00edch vz\u00e1cn\u00fd prvek. Vyu\u017eili jsme ho k tomu, abychom p\u0159edstavili m\u00f3dn\u00ed p\u0159\u00edb\u011bh hlasem hrdinky spotu, Fatimy Brunengo. P\u0159i tvorb\u011b takov\u00e9ho obsahu je snadn\u00e9 spadnout do p\u0159\u00edli\u0161 um\u011bleck\u00e9ho pojet\u00ed. Mysl\u00edm si v\u0161ak, \u017ee se n\u00e1m poda\u0159ilo dos\u00e1hnout dokonal\u00e9 rovnov\u00e1hy mezi jeho poetick\u00fdmi a komer\u010dn\u00edmi aspekty.\u201c<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u016f\u017eete n\u00e1m \u0159\u00edci v\u00edce o z\u00e1kulis\u00ed tvorby spotu \u201eZahalte sv\u016fj \u017eivot do vz\u00e1cn\u00fdch v\u011bc\u00ed\u201c a o spolupr\u00e1ci s jeho re\u017eis\u00e9rkou Stellou Consonni?<\/h2>\n\n\n\n<p>\u201eStella Consonni je uzn\u00e1vanou um\u011blkyn\u00ed, kter\u00e1 m\u00e1 za sebou kampan\u011b pro zna\u010dky jako Gucci, Burberry nebo Vogue. Od prvn\u00ed chv\u00edle jsem v\u011bd\u011bla, \u017ee je pro tuto pr\u00e1ci ide\u00e1ln\u00ed. Zaujalo m\u011b na n\u00ed, \u017ee m\u011bla velmi osobn\u00ed p\u0159\u00edstup k imageov\u00e9 kampani u\u017e ve f\u00e1zi p\u0159\u00edprav. Dokonale pochopila koncept a dok\u00e1zala v\u00e9st vyv\u00e1\u017een\u00fd p\u0159\u00edb\u011bh.<\/p>\n\n\n\n<p>Stella je velmi citliv\u00e1 a profesion\u00e1ln\u00ed. Kdy\u017e p\u0159i\u0161la na plac, m\u011bla v\u0161e pod kontrolou. Dokonale organizovala svou pr\u00e1ci i \u00fakoly \u010dlen\u016f \u0161t\u00e1bu. Soust\u0159edila se na tvorbu, byla otev\u0159en\u00e1 konstruktivn\u00ed kritice a pozorn\u011b naslouchala na\u0161im p\u0159ipom\u00ednk\u00e1m. Ne v\u0161ichni \u00fasp\u011b\u0161n\u00ed re\u017eis\u00e9\u0159i pracuj\u00ed t\u00edmto zp\u016fsobem. Spolupr\u00e1ce se Stellou byla velk\u00fdm pot\u011b\u0161en\u00edm a my m\u016f\u017eeme obdivovat efekty ve spotu.\u201c<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1706\" src=\"https:\/\/answear.cz\/blog\/wp-content\/uploads\/2024\/04\/2-scaled.jpg\" alt=\"\" class=\"wp-image-24695\" srcset=\"https:\/\/answear.cz\/blog\/wp-content\/uploads\/2024\/04\/2-scaled.jpg 2560w, https:\/\/answear.cz\/blog\/wp-content\/uploads\/2024\/04\/2-1043x695.jpg 1043w, https:\/\/answear.cz\/blog\/wp-content\/uploads\/2024\/04\/2-768x512.jpg 768w, https:\/\/answear.cz\/blog\/wp-content\/uploads\/2024\/04\/2-1536x1024.jpg 1536w, https:\/\/answear.cz\/blog\/wp-content\/uploads\/2024\/04\/2-2048x1365.jpg 2048w, https:\/\/answear.cz\/blog\/wp-content\/uploads\/2024\/04\/2-272x182.jpg 272w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Slovo &#8222;pr\u00e9miov\u00e9&#8220; se v na\u0161em rozhovoru objevuje pom\u011brn\u011b \u010dasto. Co pro v\u00e1s znamen\u00e1 pr\u00e9miov\u00e1 m\u00f3da?<\/h2>\n\n\n\n<p>\u201eNavzdory zd\u00e1n\u00ed se nejedn\u00e1 pouze o odkaz na cenovku na zbo\u017e\u00ed. \u010c\u00edm vy\u0161\u0161\u00ed je cenov\u00fd segment nab\u00edzen\u00fdch v\u00fdrobk\u016f, t\u00edm v\u011bt\u0161\u00ed jsou n\u00e1roky z\u00e1kazn\u00edk\u016f na spr\u00e1vn\u00fd v\u00fdb\u011br produkt\u016f, dostupnost zna\u010dek, kter\u00e9 jsou aktu\u00e1ln\u011b \u017e\u00e1dan\u00e9, a celkov\u00fd z\u00e1\u017eitek z nakupov\u00e1n\u00ed. V Answear chceme na tyto pot\u0159eby co nejl\u00e9pe reagovat. Kl\u00ed\u010dov\u00fdm aspektem je pr\u00e1v\u011b v\u00fdb\u011br zna\u010dek. Roz\u0161i\u0159ujeme na\u0161e portfolio o zna\u010dky z vy\u0161\u0161\u00edch segment\u016f a o produkty obl\u00edben\u00e9 i jedine\u010dn\u00e9. I to je d\u016fvodem, pro\u010d pr\u00e1v\u011b otev\u00edr\u00e1me Answear Concept Store ve var\u0161avsk\u00e9 Norblin Factory.\u201c<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d se Answear.com, jedna z nejdynami\u010dt\u011bji se rozv\u00edjej\u00edc\u00edch platforem elektronick\u00e9ho obchodu v Polsku, rozhodla otev\u0159\u00edt kamenn\u00fd obchod?<\/h2>\n\n\n\n<p>\u201eD\u016fvod\u016f je v\u00edce. Ale jsem p\u0159esv\u011bd\u010dena, \u017ee tak kreativn\u00ed a do detailu propracovan\u00fd prostor, jak\u00fdm je Answear Concept Store, uk\u00e1\u017ee v pln\u00e9 m\u00ed\u0159e jedine\u010dnost toho, k\u00fdm jsme, a posune na\u0161i spolupr\u00e1ci se zna\u010dkami na vy\u0161\u0161\u00ed \u00farove\u0148. Zejm\u00e9na s t\u011bmi, kter\u00e9 se p\u0159i sv\u00e9 prezentaci st\u00e1le je\u0161t\u011b hodn\u011b spol\u00e9haj\u00ed na kamenn\u00e9 prodejny. Chceme umo\u017enit z\u00e1kazn\u00edk\u016fm vyzkou\u0161et si exkluzivn\u00ed a vysoce kvalitn\u00ed v\u00fdrobky p\u0159\u00edmo na m\u00edst\u011b.<\/p>\n\n\n\n<p>Concept Store je zt\u011blesn\u011bn\u00edm na\u0161\u00ed strategie a p\u0159\u00edstupu k budov\u00e1n\u00ed obchodn\u00edho modelu. Stane se m\u00edstem setk\u00e1v\u00e1n\u00ed s na\u0161imi z\u00e1kazn\u00edky i osobnostmi ze sv\u011bta m\u00f3dy a kultury. V na\u0161em regionu se jedn\u00e1 o naprosto jedine\u010dn\u00fd prostor.\u201c<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak\u00e9 aspekty ovliv\u0148uj\u00ed jedine\u010dn\u00fd z\u00e1\u017eitek z nakupov\u00e1n\u00ed v Answear Concept Store?<\/h2>\n\n\n\n<p>\u201ePo\u017eitek z nakupov\u00e1n\u00ed ovliv\u0148uje samotn\u00fd design tohoto konceptu \u2013 od velkolep\u00fdch v\u00fdloh navr\u017een\u00fdch Annou Szcz\u0119sny, p\u0159es designov\u00fd interi\u00e9r a\u017e po pohodln\u00e9 zku\u0161ebn\u00ed m\u00edstnosti. \u010clov\u011bk pro n\u00e1s z\u016fst\u00e1v\u00e1 t\u00edm nejd\u016fle\u017eit\u011bj\u0161\u00edm a technologie maj\u00ed pouze podpo\u0159it z\u00e1\u017eitek z nakupov\u00e1n\u00ed.<\/p>\n\n\n\n<p class=\"kropka\">Prostory Answear Concept Store jsme vytvo\u0159ili s ohledem na n\u00e1ro\u010dn\u00e9ho z\u00e1kazn\u00edka. Takov\u00e9ho, kter\u00fd nakupuje ji\u017e zn\u00e1m\u00e9 v\u00fdrobky, ale i tak\u00e9 takov\u00e9ho, kter\u00fd miluje limitovan\u00e9 a exkluzivn\u00ed kolekce kultovn\u00edch zna\u010dek, kter\u00e9 jinde nejsou k dost\u00e1n\u00ed. Hned u vchodu z\u00e1kazn\u00edka p\u0159iv\u00edtaj\u00ed na\u0161i poradci, kte\u0159\u00ed jsou nejen prodava\u010di, ale p\u0159edev\u0161\u00edm maj\u00ed za \u00fakol poskytnout spot\u0159ebiteli skute\u010dnou podporu p\u0159i v\u00fdb\u011bru m\u00f3dy, orientuj\u00ed se v trendech a jsou dob\u0159e informov\u00e1ni o aktu\u00e1ln\u00edm m\u00f3dn\u00edm d\u011bn\u00ed. Krom\u011b toho jsou v konceptu prodejny prostory, kde si m\u016f\u017eete sednout, odpo\u010dinout si nebo si vychutnat \u010derstv\u011b uva\u0159enou k\u00e1vu. Dal\u0161\u00edm zaj\u00edmav\u00fdm \u0159e\u0161en\u00edm je m\u00edsto pro personalizaci zakoupen\u00e9ho oble\u010den\u00ed a dopl\u0148k\u016f.\u201c<\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><i><s>Marta Sawicka<\/s> &#8211; absolventka Executive MBA na Nottingham Trent University a WSB v Poznani. P\u0159edn\u00e1\u0161\u00ed na univerzit\u011b Vidmoda ve Var\u0161av\u011b. Certifikovan\u00e1 tren\u00e9rka Brian Tracy International. Absolvovala tak\u00e9 \u0159adu \u0161kolen\u00ed v oblasti autorsk\u00fdch pr\u00e1v a v\u00fdkonnostn\u00edho marketingu. Kombinuje sv\u00e9 znalosti z oblasti marketingu, e-commerce a managementu. V\u0161echny t\u0159i oblasti vyu\u017e\u00edv\u00e1 ve sv\u00e9 profesion\u00e1ln\u00ed pr\u00e1ci a \u00fasp\u011b\u0161n\u011b buduje rostouc\u00ed firmy. Marta pracovala n\u011bkolik let v mezin\u00e1rodn\u00edch reklamn\u00edch agentur\u00e1ch. Za sv\u00e9 kampan\u011b z\u00edskala \u0159adu ocen\u011bn\u00ed: Effie, KTR, Mixx, Kreatura a st\u00e1le pova\u017euje komunikaci za srdce ka\u017ed\u00e9ho podnik\u00e1n\u00ed.<\/p>\n\n\n\n<p>V souvislosti s rozv\u00edjej\u00edc\u00edm se trhem e-commerce roz\u0161\u00ed\u0159ila svou p\u016fsobnost o modern\u00ed prodejn\u00ed platformy. Posledn\u00edch n\u011bkolik let byla spojena s Moliera2 \u2013 obchodem s luxusn\u00edm a pr\u00e9miov\u00fdm oble\u010den\u00edm a dopl\u0148ky, kde jako v\u00fdkonn\u00e1 \u0159editelka e-commerce zodpov\u00eddala za rozvoj platformy. V sou\u010dasn\u00e9 dob\u011b Marta Sawicka zast\u00e1v\u00e1 pozici \u0159editelky vizu\u00e1ln\u00edho marketingu spole\u010dnosti Answear.com<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">\u010cten\u00ed na <\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">minuty<\/span><\/span> \u201eJsme multibrandov\u00fd e-shop, proto na jedn\u00e9 stran\u011b poskytujeme z\u00e1kazn\u00edk\u016fm \u0161irok\u00fd v\u00fdb\u011br \u0161pi\u010dkov\u00fdch zna\u010dek, na t\u00e9 druh\u00e9 pe\u010dliv\u011b vyb\u00edr\u00e1me produkty, kter\u00e9 chceme do nab\u00eddky zahrnout a db\u00e1me na jejich kvalitu,\u201c \u0159\u00edk\u00e1 Marta Sawicka, \u0159editelka vizu\u00e1ln\u00edho marketingu Answear.com.<\/p>\n","protected":false},"author":41,"featured_media":24781,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[890],"tags":[675],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.0 - 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