The highest profile tennis players greatly influence the sales of fashion brands. They are chosen to market a brand not only for their tennis skills and performance but also for their personality, charisma and appeal to their fans. Their beauty, style, cuteness and appeal are all marketing tools that are used by brand managers.

Tennis players used to wear white, simple outfits as the whole focus was on their tennis. There used to be strict regulations and guidelines around their dress code. Now, tournaments like the Australian Open are watched not only for their tennis but also for the fashion. The outfits are colourful with new and interesting designs to create attention, inspiration and sales.

The fans connect to a player’s sense of style and personality and are highly influenced by what they’re wearing. During the Australian Open, the tennis fashion brand, Lacoste who sponsors Roddick, notices a huge increase in their product sales every time he plays a match. His fans are inspired by his look and Lacoste sells anything he wears.

Alessi is a great example of how a company has built their business around the importance of design. They understand that design adds so much value to their products and overall brand. It is fundamental to their business vision. They believe that all domestic products are worthy of being well designed and the creative thinking behind each design should be as important as designing a contemporary building.

Alessi has commissioned some of the top architects and designers to create products in their collection. Many of the products have become design icons. Another key feature of their brand is the playful and quirky design of so many of their products. Again these have become signature pieces and so recognisable as an Alessi design. They have created such a unique difference in the market place and this distinctive design aesthetic has lasted the test of time.