D – Following a successful EMEA pitch, the Mannheim-based promotional products agency, cyber-Wear, is to take over responsibility for the Fiat, Abarth, Alfa Romeo, Jeep and Lancia brands. This pitch victory marks the next stage in the existing partnership with Stellantis, since cyber-Wear has already been managing the Opel Collection for two years.
During this period, the company has demonstrated how a long-established automotive brand can be consistently translated into merchandise, lifestyle products and tangible brand experiences.
Each of the five new brands is distinguished by its own unique identity, history and community. cyber-Wear’s task now entails understanding each brand’s character and translating it into products that are relevant, coveted and authentic.
The distinct differences between the brands, where Fiat’s Italian joie de vivre meets the freedom and lifestyle associated with Jeep, are also to be reflected in future collections. The goal is to develop Stellantis merchandise worlds that are unique and distinctive, consistently carrying each brand’s specific DNA forward.
At the same time, winning the EMEA pitch highlights cyber-Wear’s growing importance as an international partner for holistic merchandise management – an integrated model that combines strategy and concept development, design, product development and sourcing with e-commerce, logistics and fulfilment.
“Winning the EMEA pitch for Fiat, Abarth, Alfa Romeo, Jeep and Lancia after two successful years with Opel is a strong vote of confidence for us. It is also a challenge we are very much looking forward to. These five brands possess incredibly strong identities and communities. Our aim is to understand that very DNA and use it to develop merchandise that people genuinely want to own, wear and use. It is not simply about placing a logo on a product, it is about creating a piece of the brand that you can take with you,” commented Christoph Luthe, CSO at cyber-Wear.
