Henri Lloyd dresses Lotus again
Lotus has just formed a partnership agreement with the British clothing brand Henry Lloyd. The brand had a first experience in F1 in the past, with Brawn GP, then Mercedes.
Henri Lloyd made a very good marketing deal in 2009 when it became the first brand to partner with Brawn GP. This investment turned out to be very profitable when Jenson Button and Rubens Barrichello started dominating the podiums at the beginning of the season.
When Ross Brawn sold his shares to Mercedes, the agreement had been maintained with Henri Lloyd until the end of the 2011 season. At that point, Mercedes preferred to establish a new partnership with Puma.
The agreement revealed today with Lotus is also very clever from a marketing perspective. Indeed, the Enstone team enjoys a strong goodwill, especially since Kimi Räikkönen’s return. The sales of merchandise, particularly t-shirts, are doing very well with fans all over the world. More than just an image-driven approach, this partnership clearly has a commercial objective for the brand specialized in sea clothing that wishes to expand into new markets. To do this, it will be able to leverage the team’s business and marketing networks.
The image dimension is, however, not forgotten as the entire team staff will now be dressed in Henri Lloyd colors. Eric Boullier, the team director, commented on this new partnership: “Henri Lloyd is an exceptional brand that shares the same passion and ambition as the Lotus F1 Team. Having our colors represented in upscale areas among quality clothing lines is great for the team, great for Henri Lloyd, and great for selective customers. Thus, we will make the long journey to Melbourne for the first race of the season with class.”
With the participation of www.Racingbusiness.fr
