690 francs down jacket: Swisscom now sells luxury dresses and advertises with celebrities

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Is Swisscom turning into a general store? The group is now entering the fashion business after announcing that it will sell insurance in the future. The telecommunications giant is launching a clothing collection to celebrate the 25th anniversary of the split of its postal, telephone and telegraph operations (PTT) into Swiss Post and Swisscom. Name of the label: 079. Like a cell phone area code.

The first fashionable down jacket available for purchase since the end of November – 690 francs! After all, the expensive part is produced in Switzerland. Fine clothing is also promoted like a luxury label: numerous Swiss celebrities have been photographed wearing silver clothing. For example, tennis player Dominic Stricker (21), actress Ella Rumpf (28) or rapper Stress (46).

limited quantity

In response to Blick’s question, the company said that the clothes were initially intended only for Swisscom employees. But there was also public interest. “This then led to the idea of ​​a special campaign together with Swiss creative director Beda Achermann,” writes Swisscom. It focuses on creating value in Switzerland and aims to tell the success stories of young Swiss people.

Limited to 79 pieces of goose down dyed at Fehraltdorf ZH and stitched at Widnau SG. According to Swisscom, sizes S and XL are already sold out. But this should not be limited to just one piece of clothing: “Following the limited silver down jacket, an event will be held in March 2024 in the context of football, and in the spring there will be a small collection by Swiss fashion designers from Ottolinger to celebrate the Appenzell tradition.”

During the summer months, there will be a fall and winter collection of hoodies, sweaters, leggings, parkas and t-shirts. “Exactly what gets produced is largely left up to designers until 079,” writes Swisscom. He does not want to answer how much the image campaign cost. However, he clearly states that the company does not make any profit from this.

Clothing industry critically examined

The project is critically evaluated by politicians. But there is no great outcry. “Despite the state shares, Swisscom is a publicly traded company,” says SVP National Assembly Member Christian Imark (41). “Selling clothes is not part of our core mission, but too many shackles are not good either.” Unlike some takeover strategies in the past, the politician sees no risk to the taxpayer. The postal service will sell all kinds of other products in addition to its core business.

However, the question arises as to whether Swisscom is competing with the local fashion industry with its campaign. “He takes advantage of his position as a primary care provider,” says Imark. Meanwhile, other retailers are also struggling with the difficult economic situation and customer loss. This should be given critical attention.

SP National Councilor David Roth (38) is quite pleased with this action, as is Imark, member of the National Council’s Transport and Telecommunications Committee. But he doesn’t see a problem. “Companies that outsource need to decide for themselves whether they are sending the right signal by selling clothing on the open market,” Roth says. “And apparently Swisscom has die-hard fans who buy clothes for 700 francs.” It is your right to run such marketing campaigns as long as there are no cross-subsidization of essential services.

Source :Blick