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Justin Bieber x Vespa Collaboration: How A 76-Year Old Brand Renews Itself
doyen1988 4-10-2022, 09:00

Millennials and Gen Z have been taking over all markets, promising untold riches to marketers who can find the master key to their psyche. Flush with spending power, this generation’s standards are redefining luxury. To catch their eyes, a brand must not only be expensive but also reflect individuality and a luxurious lifestyle.

This is the driving force that shaped the concept of “The New Luxury” — rich in both material and spiritual. Many brands show their spirits through limited editions and artistic collaborations, and Vespa chose to do so with pop star singer Justin Bieber in the newest project. This came as a bomb in mid-July, marking Vespa's stepping stone in catching up with the new generation’s movement.

Source: Vespa

Vespa — a long-standing brand that goes with the times

For many people, the 76-year-old brand Vespa is associated with the image of middle-aged uncles who like to collect antiques. As time passes, Vespa's elegant look appeals to be the perfect accessory for women. Since unisex became the new trend, Vespa has slowly become popular among young customers of all races and sex. No matter who rides Vespa, they all have one thing in common: a timeless luxury aura.

Vespa 946 Dior honors the beautiful youth and artistic love of two luxury brands. | Source: Vespa

Despite a long history, Vespa continuously develops and catches up with modern trends. This could be seen in their collaborations with big names in the high-fashion industry: Vespa 946 Limited Edition collaborated with Emporio Armani Brand (2015), Christian Dior Brand (2021), and Vespa Primavera Limited Edition, designed by fashion designer Sean Wotherspoon.

Vespa Primavera, modern and bold, with the hands of Sean Wotherspoon. | Source: Vespa

Justin Bieber is the latest name to join the list of Vespa collaborators. Working with one of the world's most famous pop stars, Vespa indicates their ambition to get closer to popular culture, keeping the brand front and center to the next-generation consumers.

Justin Bieber conceptualized and designed a Vespa Sprint version covered in monochrome but no less with personality and uniqueness. | Source: Vespa

“Owning a scooter is only an excuse to experience a range of emotions,” Mr. Gianluca Fiume, President of Piaggio Asia Pacific and General Director of Piaggio Vietnam, once said. He noted it is invaluable to get their hands on the part of the brand's history from the perspective of a Vespa lover. Their love for Italian design, vibrant color, and the spirit of freedom make Vespa special.

Taking customers’ emotions and experiences as the core of the business, Vespa is making bold statements through an impactful marketing strategy. In this comeback, Vespa emphasizes that it is not a flashy and extravagant brand because its products’ value is timeless and luxurious.

Each Vespa proudly represents style and fashion. | Souce: Vespa

Vespa's customers are no longer encapsulated in the old “luxury” concept but instead are super young consumers with new ways of thinking. They believe that wealth is not only reflected in expensive material things but also as an immutable cultural value.

Besides new generations, Vespa targets customers of the luxury segment and any customer looking to enter this segment through a wide range of products. Nowadays, the luxury segment is attracting a fast-growing middle-class who desire to own brands that help them challenge the status quo.

The timeless beauty of Vespa through each model after 76 years

With emotional stories through generations and timeless beauty, Vespa teams up perfectly with the leading fashion designers and creative pop stars to make iconic collections. Unique and exclusive, Vespa collaboration models easily capture customers’ hearts. This contributes to renewing the Vespa brand, demonstrating its value and positioning in the world-class scooter market.

Vespa's newest project celebrates the free spirit and passion for style and design. Justin Bieber, a pop star with millions of fans around the world, collaborated with Vespa to launch JUSTIN BIEBER X VESPA — an exclusive Vespa model personally ideated and designed by him.

The bodywork and front fenders are decorated with a striking flame pattern. | Source: Vespa

The original Vespa Sprint model with a sporty look has been changed dramatically with monochrome paint. The flame-shaped design that stretches across the lower body of the chassis creates a pattern that does not overshadow Vespa's classic shape but rather emphasizes freedom, spirit, and individual taste.

Vespa Primavera represents the beauty and freedom of women. | Source: Vespa

In addition to special editions that mark the Italian brand's fashionable style, there are 3 main product lines that aim for customers who are interested in becoming a part of the Vespa lifestyle: Vespa GTS, Vespa Sprint, and Vespa Primavera.

Vespa Primavera first appeared in 1968, quickly becoming a symbol of beauty and freedom exclusively for women. Until now, the Vespa Primavera line is constantly innovating, becoming safer, more comfortable, and stylish, with meticulous attention to detail.

Vespa Sprint inherits a traditional heritage of strength and youthfulness.| Source: Vespa

If Vespa Primavera is created as a prideful statement for women, Vespa Sprint is the embodiment of enthusiastic youth. The story of the Vespa Sprint dates back to the mid-60s when the Vespa 50 dominated European roads. The light scooter has a compact size and moves very fast, which is fairly similar to their young owners.

Vespa GTS is a great companion on long journeys. | Source: Vespa

Inheriting the refined lines and sporty spirit of famous models in the past, Vespa GTS was born. With the first large body and maximum driving performance for long journeys, it has become one of the legendary Vespa models.

All Vespa product lines not only have innovative designs but also deepen the brand's growing influence on the fashion industry. From Sean Wotherspoon to Christian Dior, Lego x Vespa, and even Justin Bieber, Vespa has always maintained its core values: a “Vespa” luxury lifestyle and a true Italian spirit of freedom.

Source: Vespa

What Vespa is always proud of is the “Vespa spirit,” connecting strangers into friends through the same passion. From a model associated with the old artist's soul, Vespa today still carries a novel spirit when accompanying creative people who love to move and thirst for freedom. Because Vespa is not only a scooter; Vespa is the breath, the culture, the belief, the freedom that we all dream of.

Discover limited edition JUSTIN BIEBER X VESPA at: https://bit.ly/3oRnj0Q

In order to make it easier for customers to own our product, Vespa Vietnam has launched a 0% interest installment program with a VAT rate of only 8%. For more details about this program, please visit: https://www.vespa.com/vn_VI/uu-dai/tra-gop-khong-lai-suat/

You might also access https://www.vespa.com/vn_VI/bo-suu-tap-mau-moi-vespa-2022/ to learn more about Vespa product lines.