Espelkamp. Fruity fruits on the back and the MERKUR sun on the front: Germany’s most popular gaming symbol and iconic arcade games classics make their way into the wardrobes of fashion-savvy MERKUR fans. Under the MERKUR STREETWEAR brand, adp MERKUR is for the first time offering its own fashion collection, bringing the joy of gaming onto the street. The high-quality clothing and accessories are available in the online shop at www.merkurstreetwear.com .
“With MERKUR STREETWEAR, we are taking a completely new and unconventional but promising marketing approach,” says Jan Schürmeyer, Head of Marketing at adp MERKUR GmbH. “The modern and casual styles are specifically aimed at fashion-conscious, young and young-at-heart customers. Regardless of whether they are players or not. With the streetwear, we want to increase the awareness of the MERKUR brand, strengthen identification with it and thus develop the emotional bond with the customer.”
The streetwear is made up of four collections. An Essentials and a Games Collection include a hoodie, various shirts, a track suit, socks and caps – all branded with the radiant MERKUR sun and the iconic symbols from the popular MERKUR games. A Winter Collection was also launched, bringing a ray of sunshine into the cold season: a Christmas sweater in retro design, a pompom hat with stitched sun patch and even playful Christmas baubles are part of the offering. Alongside the three unisex fashion collections, MERKUR STREETWEAR also features a Home Collection that includes products such as a tote bag, air fresheners and a doormat and is guaranteed to create a typical arcade feeling inside your own four walls.
To market the streetwear, adp MERKUR has adopted a target group-oriented approach with accounts on Instagram, Facebook and YouTube – to be found under @merkur.streetwear – intended to draw attention to MERKUR’s new fashion brand with modern and trendy content and thus enthuse the target group for the laid-back styles.
“A streetwear shop for end customers is an absolute first in the gaming industry. As pioneers in this area, being able to give our imagination free rein and completely reinvent ourselves is a great opportunity – above all to reach a new target audience,” explains Jan Schürmeyer.
MERKUR STREETWEAR was realised in collaboration with the Bremen marketing agency JP Moin.