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 | | SCANIA ENTERS THE FASHION ARENA WITH THE LAUNCH OF SCANIA TRUCK GEAR
| | | Scania | | 05/10/2006 | | |
Scania is breaking new ground with the launch of a lifestyle range of clothing and accessories known as Scania Truck Gear. Incorporating a wide selection of merchandise created by top designers working in conjunction with a group of European truck drivers, the introduction of Scania Truck Gear marks the arrival of a collection of clothing that is fashionable and captures the spirit of life on the road.
The Scania Truck Gear range will be previewed at this year's Commercial. Vehicle Show (National Exhibition Centre, Birmingham 25-27 April) and goes on sale at Truckfest Peterborough (30 April - 1 May). Thereafter, all items in the collection will be available through Scania's dealer network throughout the UK and Europe.
'Scania Truck Gear represents a unique collaboration between designers and drivers,' comments Scania (Great Britain) Limited's General Manager - Parts, Farrell Dolan. 'The idea behind the project was to create a range that truly meets the needs of working drivers. This was achieved by adopting precisely the same approach that Scania takes when designing a new range of vehicles - namely, to involve our customers in the development process.
'That meant forming a focus-group of drivers to literally 'test drive' the range. Each driver was given a number of items to wear at work over a period of time, after which a critical review of each product was undertaken. From the feedback received, the designs were modified wherever necessary to ensure they would withstand the rigours of a life on the road.
'At the same time, Scania carried out extensive market research across Europe to ensure the final designs would appeal to an increasingly fashion-conscious market.'
Being promoted under the banner headline Power Passion, a key feature of the marketing material being produced in support of Scania Truck Gear is a stunning set of images produced by top Swedish fashion photographer, Peter Gehrke. 'Our models were real-life truck drivers drawn from Scania's Young European Truck Driver competition, which really added to the authenticity of the shoot,' comments Peter Gehrke. 'To capture the essence of their lives - on the road, we travelled extensively through the home country of each - Poland, Switzerland and Spain - in search of the evocative locations that form the backdrops to our images.'
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