In keeping with the Miele company's guiding principle, "Immer besser", we placed the Miele FashionMaster in a relevant context that highlights both the functionality and the design of the steam ironing system. In doing so, the focus is always placed on the Miele's philosophy of providing quality products, which has pursued for over 100 years, ever since it was first founded. Since that time, the company has stood for high-quality household and commercial appliances. With operations in 49 countries, it was also the brand that turned the 'Made in Germany' seal into an internationally recognised quality mark.
Show the technical appliance in use, and do it authentically! This was the aim of the video clip which, needless to say, we shot in our photo studio on Bremen. The goal was to show the Miele steam ironing system in its true environment; in other words, there where it is actually used. This enables the customer to directly relate to the product.
By having a real stylist present the FashionMaster in a real photo studio, the product gains credibility and authenticity. This approach illustrates that the product is not designed just for private use but also of great value in the fashion industry. This message broadens its potential consumer group and addresses the market.