Love goes, brand stays.
Apparently equally important for "Spiegel" and "Bild": Brax terminates the advertising contract with ex-power couple Basti Schweinsteiger and Ana Ivanović ahead of schedule. The two are obviously no longer a couple, and the upcoming campaign is geared towards this, according to Managing Director Marc Freyberg. This "braxit" (pardon the pun!) may seem trivial, but it is quite a blow for the fashion company from Herford - but it is bearable. After all, the brand has done quite a lot right in recent years. Steady sales growth is anything but a matter of course for German fashion brands, and things can turn out quite differently. You only have to look at the path of the other German "trouser specialist" Gardeur: Formerly on a par with Brax, the brand and company were systematically ruined, largely by a management that first skimped on quality, then relied on department stores for far too long, then defiantly wanted to be "premium" and got bogged down further and further with sub-brands (and, incidentally, whose incompetence was only surpassed by vanity). The end of the line was insolvency, and it is not without a certain irony that the managing director responsible subsequently moved on to the next, precisely, trouser specialist, namely Hiltl, with the result, you guessed it: insolvency. Brax, on the other hand, has been working very seriously and very consistently on the brand for years, with clear messages and a suitable brand experience online and offline, and with gradual rejuvenation towards 40 plus. And Schweini and Ana were a really good fit. The question for Brax now is: no more celebrity couples, or a new power couple? Or just carry on with Ana? What do you think?
Here is the link: