Police have come up with a fresh approach to market their brand. Turning their back on the famous faces, like Bruce Willis, George Clooney, David Beckham and Antonio Banderas that brought them global awareness and cemented their image and brand, Police is using the 'everyman' as inspiration for the label. Realising that the average Police customer is a 'fashion lover' and not a 'victim', Police is taking inspiration from their clientele's professions and lives when designing and advertising their watches, sunglasses, accessories, fragrances and clothing. They are adopting a 'Cool hunter' approach to identify people with 'striking qualities and passions' and an individual and unique sense of style. This new campaign is known as YOUNIQUE. For their marketing Police will transform young normal men and women with unique occupations into spokespeople for the brand. Playing upon their out of the ordinary jobs ('a shark dentist, an elephant sitter and a shampoo tester') the 'Be Younique' campaign will feature 'stolen' shots of these people going about their normal lives, however, with plenty of Police branding and accessories!
Police launched in 1983 in Italy, but through clever marketing and their use of American, British and Spanish superstars the label has become global. The Japanese are particularly keen on Police watches and sunglasses, due to the broad appeal of David Beckham in the Far East. And also because Police designs represent understated European style and always reflect the latest seasonal trends. Japanese young people are very amiable towards European influences and are incredibly fashion orientated, so all these factors led to huge success in the Far East for Police.
Police are aware of their international appeal and their clever website reflects this. The landing page is set on an airport runway and the sign welcoming you is in a number of international languages.
Police watches evolved from the desire of the customers to buy more heavily into the Police brand. The watches have all the great styling we have come to expect from Police.
Police watches are individual, have attitude and are above all stylish. The Police collection is produced with analogue timing throughout and there's a piece to suit anyone's style. For men wristwear designs are edgy, bold and fresh. Expect chunky watch faces and straps in stainless steel and leather. Designs are not brash; they are sophisticated and modern, however they show the wearer means business.
For women, Police watch style is slightly more ladylike, but is by no means dainty. Shade Station's range for women, although small, presents a watch piece for all tastes. There are several different designs, in varying colours including black, white, silver and orange and straps come in rubber, leather and stainless steel. Watch faces stand out from the strap with a contrasting band around the outer rim of the face. A particularly popular and grand design is the 'Twingear' with dual timing, in white, gold and grey. This is a wonderful piece and very beautiful to look at.
To check out the Shade Station Police wristwear range just click through to our online shop where you'll find a variety of other designer names too, expect to see names like Seksy, Tokyo Flash, Gucci, Prada, Pucci and Oakley among others. You can also browse our sunglasses and accessories range if you wish. Alternatively visit our store in Leeds or get in touch with us on 0844 55 55 001 or email us at info@shadestation.co.uk.
