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Porsche Design Group (Porsche Lizenz und Handelsgesellschaft
mbH & Co. KG)
Since August 2004

In November of 2003, the companies Dr. Ing. h.c. F. Porsche AG and Porsche Design Management GmbH consolidated their sales and marketing activities. With that consolidation, a newly created enterprise, Porsche Design Group (Porsche Lizenz und Handelsgesellschaft mbH & Co. KG), assumed responsibility for all activities related to the licensing of products and the sales of accessories. A clearly focused and representative Internet presence became an essential component of the newly combined operations.

Task:
Integrate the Porsche Design Studio and Porsche Design Driver's Selection into the existent Porsche Design web site
Target group: Customers, potential buyers, partners and the press

Situation:
Porsche Design Group activities concentrate on the business sectors Porsche Design, Porsche Design Driver's Selection, as well as the Porsche Design Studio in Zell am See in Austria.

Professor Ferdinand Alexander Porsche founded the Porsche Design brand in 1972. Today, Porsche Design in one of the leading luxury brands in the men's accessory market. The products are characterized by functionality, timelessness, and classic design, winning their place in the market through technical innovation. The Porsche Design brand represents standard men's accessories like watches, eye ware, knives, writing implements, luggage and leather goods. In time, product offerings will expand to include fashions, sporting goods, furniture, and electronic products. Available worldwide, Porsche Design offerings can be found only in Porsche Design stores, Shop-in-Shops, up-scale department stores, and exclusive specialist dealers.

The relaunch of Porsche Design gave the company a new corporate image, a design that remains nevertheless clearly identifiable with the renowned name "Porsche." Readily recognized, the new concept for the Porsche Design Stores combines detailed product information with interdisciplinary communications. Worldwide product and brand marketing necessitates clearly structured strategies. In particular, the diversification and expansion of sales channels relies on the enhancement of communications between and among consumers and sales partners.

The foundation of the relaunch is firmly based on the image the brand has acquired during previous decades. The focus is on depicting Porsche Design as evolutionary - not revolutionary. In this respect, the goal is to stimulate awareness of the brand and products, to make them even better known throughout the world. An effective Internet presence is a vital component of this communication strategy.

Goal:
The online presence must represent the brand and products in a manner that fully utilizes an already-established corporate image. It must build on existing aesthetic, innovative, and classical reputations. A carefully tuned search feature integral to the site directs users to appropriate points of sale where products can be viewed and purchased.

Solution:
The new online presence is an outstanding example of the consequential development and representation of a design philosophy that is solidly based on technology and classic simplicity. Strongly symbolic campaigns and product-focused animations guide the user through the three Porsche Design Group business sectors.

The principal function of the Porsche Design web site is the innovative presentation of products, with the goal of directing potential buyers to appropriate sources for viewing and purchasing. The site is where the user discovers the worldwide sources of Porsche Design products. A tightly structured navigation system, as well as a fascinating three-dimensional matrix, guides users through the product information. The high-tech "feel" of the prestigious products is assimilated while navigating through the digital matrix.

The presentation of the company and its product range is the principal focus of the Porsche Design Studio sector. This is where potential customers acquire much more than mere factual information about products of interest. This is where they also acquire a sensual awareness of the creativity of the Porsche Design Studios. A navigation system featuring a map of the world directs users to relevant online shops and dealers. Readily recognized product-related print advertising is reflected extensively on the Internet site pages.

The viewing experience reaffirms the product preferences of users. An Internet presence of this kind is not meant to be a tool for direct online purchasing. Exclusive products of the type presented here are usually purchased after the potential buyer has ample opportunity to view the actual article. The Internet presence is therefore designed to present the current "collection" in a way that stimulates the awareness of potential buyers. And then to direct them to the most convenient sources for viewing and purchasing.

The Porsche Design Group PartnerNet includes all partners, such as licensees, franchise partners and service providers with a range of resources that support the brands and facilitate communications. The PartnerNet includes the Corporate Design Manual that serves to standardize the marketing image.

Conclusion:
The Porsche Design Group Internet presence serves as a starting point. This is where the transition between interest in the brand and an actual visit to a point of sale occurs. For this reason, emphasis is placed on maintaining the aesthetics and appearances the user would find in actual stores and shops.

A section with information for the working press rounds out the site.