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became a case study in major universities. In the brand’s early seasons, the main products sold were primarily T-shirts and sweatshirts. The first licensing agreement, signed in 2003, allowed rapid expansion of distribution throughout Italy and the growth of the product line into a total look. Starting from 2004, A-style was also distributed in Spain, France, Greece, the
Netherlands, Japan, and South Korea. Initially targeting a male clientele, the product extended to female customers after the first two selling seasons, reaching a turnover of 25 million euros in 2007.
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displayed it on boards and vans. The yellow color was later introduced as the logo’s background, enhancing visibility and completing the brand’s final look. The A-style logo gained recognition as it appeared on hundreds of stickers affixed to traffic light poles in Milan, Italy, sparking curiosity and capturing media attention.
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It’s an unusual marketing case where the brand became popular long before being associated with a product. The A with two dots only appeared on the
Italian market on Made in Italy clothing products in 2001. This leveraged the popularity gained through a “guerrilla marketing” campaign, which later
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The A-style logo was designed in 1990 by adding two dots to the uppercase letter “A,” transforming the first letter of the alphabet into a recognizable design with dual meanings.. In the ‘90s, the A-style logo became the symbol embraced by a group of surf and snowboard enthusiasts who proudly
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In addition to guerrilla marketing, A-style also gained public recognition through the sponsorship of
Argentine footballer Lionel Messi and the title sponsorship of several MotoGP stages
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