Esprit looks to reclaim premium brand positioning with new global campaign

Esprit has made a global return with its Spring 2023 campaign to reposition the brand with new visual language. Within the campaign video, several models showcased their dance moves and positivity in Esprit’s outfits, featuring fresh and sharp colours.

According to her LinkedIn, Esprit’s chief brand officer Ana Andjelic said: “The global return of Esprit has started with our Spring 2023 campaign: in it, we were looking to reclaim the aesthetic territory that made the brand famous and interpret it for 2023 and beyond.”

As Esprit transitions its visual language, it is looking to claim a more premium positioning. “More to come soon, and in the meantime, visit our pop-up on 123 Prince Street in New York's SoHo,” Andjelic added.

The video ad has drawn positive sentiments with some commenting on LinkedIn that the campaign projects a fresh feeling of Esprit whilst still invoking the legacy and originality of Esprit, a check by MARKETING-INTERACTIVE saw.

MARKETING-INTERACTIVE has reached out to Esprit for more information.

Don't miss: ESPRIT writes love letter to HK with heritage pop-up

This isn't the first time the brand has wowed consumers with its marketing strategies. Back in August last year, Esprit has launched a three-storey pop-up store in Hong Kong, marking the brand’s long-awaited return to the city’s buzzing retail scene. The project combines art installations, interactive games and ESPRIT’s latest collections to create an immersive love letter to Hong Kong - “love, esprit”. 

The pop-up was both a tribute to the brand’s rich heritage and a celebration of its bright future. It aimed to take visitors back through time to explore Esprit’s long-standing mission to spread happiness through fashion, and introduce the brand’s refreshed look and feel, with its ethos personified by newly-introduced mascot Joy the Dolphin.

The exciting journey started from The Joy Department on the ground floor, where visitors are greeted by a sculpture of Joy the dolphin, whose charming spirit embodies the soul of the brand - playful, positive and devoted to its community.