The project aimed to create a press release titled "Valentino Haute Couture Unveils 'Le Salon' Spring/Summer 2024 Collection" along with a communication plan that included an internal newsletter from the event team to celebrate company milestones and achievements in August. The goal was to enhance brand visibility externally while also fostering internal community spirit and engagement.

Actions Taken

1. A press release was crafted, with a detailed contact list of magazines and editors to ensure wide media coverage for the new collection.
2. A communication plan, including an internal newsletter celebrating August's events and achievements, was developed. The newsletter was designed to recognize company successes, highlight employee contributions, and reinforce a sense of community within Valentino.

The resulting internal newsletter and communication plan positively impacted Valentino by fostering a celebratory atmosphere and stronger community spirit among employees. This approach not only enhanced transparency and awareness of company milestones but also promoted a sense of belonging.
By spotlighting achievements and celebrating together, the company strengthened employee engagement, encouraging loyalty and advocacy for the brand. Also, newsletter can highlight Valentino's unique work environment, employee achievements, and company values, potentially attracting top talent. And engaged employees are more likely to stay with the company.

This project focused on crafting a press release for Valentino's "Le Salon" Spring/Summer 2024 Haute Couture collection and developing an internal communication plan, which included a celebratory newsletter for August events.
The press release, supported by a targeted contact list of magazines and editors, aimed to maximize media exposure and elevate the collection’s reach.
The internal newsletter, designed by the event team, celebrated company achievements and milestones, promoting a sense of community and pride among employees.
The project’s dual focus on external brand visibility and internal engagement aimed to enhance both Valentino’s public presence and employee loyalty, fostering a culture of transparency and brand advocacy.

The goal of the project was to thoroughly analyze the brand's positioning, customer preferences, and product offerings to identify strategic opportunities to enhance marketing activities, deepen brand connections, and drive growth.

1. Conducted comprehensive analyses of the brand, its marketing strategy, customer demographics, and product mix to understand its current positioning and market appeal.
2. Developed targeted proposals from a marketing perspective aimed at strengthening customer engagement and brand differentiation.
3. Provided strategic recommendations focused on expanding the brand’s reach, maintaining its high-quality image, and leveraging its craftsmanship heritage.

1. Target Market. Loro Piana targets affluent customers who appreciate luxurious, timeless designs crafted from premium materials like cashmere. These customers prioritize quality and sophistication.
2. Brand Identity. The brand is known for its commitment to quality craftsmanship, natural fibers, and classic silhouettes, with a growing focus on sustainability.
3. Product Mix. Loro Piana’s core offering is cashmere, especially sweaters, supplemented by a variety of other knitwear options such as cardigans, scarves, and polos. Quality is prioritized over volume.
4. Pricing. Positioned firmly in the luxury segment, Loro Piana’s pricing reflects its focus on high-quality materials and expert craftsmanship.
5. Competitors. Main competitors include Brunello Cucinelli and Zegna, who offer luxury knitwear at similar price points. However, Loro Piana differentiates itself through its commitment to the highest quality cashmere and classic, understated designs.

The "Loro Piana Beyond Cashmere: Competitive Landscape, Future Opportunities" project analyzed the brand's market position, target audience, and product offerings to identify strategic marketing opportunities. The project highlighted Loro Piana’s focus on quality craftsmanship, luxury materials, and timeless design, while also addressing sustainability trends.

Proposed marketing strategies included campaigns that showcase the brand’s heritage, virtual events to connect customers with artisans, and an augmented reality try-on app to enhance online shopping experiences. The recommendations focused on leveraging Loro Piana’s core strengths, optimizing inventory, and appealing to a broader audience through subtle seasonal updates.

1. Campaign “People of Loro Piana”: Featuring spotlight interviews with artisans, designers, and loyal customers to showcase the Loro Piana lifestyle.
Result: Builds a strong sense of community and heritage, enhancing brand loyalty.

2. Virtual “Meet the Craftsman” Events: Hosting virtual sessions where customers can interact with the artists behind the luxurious cashmere garments.
Result: Strengthens emotional connection with the brand, fostering loyalty and advocacy.

3. Augmented Reality (AR) Try-On Experience: Development of an AR app that enables customers to virtually try on Loro Piana clothes.
Result: Increases brand exclusivity, potentially boosts online sales, and provides valuable data on customer preferences and sizing needs.

1. Emphasize the brand’s reputation for exceptional cashmere quality and timeless design in all marketing efforts.
2. Highlight the use of natural materials and quality craftsmanship in both marketing and in-store merchandising.
3. Maintain the core color palette, while incorporating seasonal trends or accent colors to attract a broader audience.
4. Regularly monitor sell-through rates for each product category, adjusting strategies as needed to optimize inventory management and drive sales performance.

To design and execute a captivating fashion show for Bottega Veneta's Fall/Winter 2025 collection, emphasizing sophistication, mystery, and luxury, while incorporating sustainable practices.

Actions Taken

1. Concept Development. Selected the theme "Enigmatic Elegance," embodying mystery and refinement. The collection emphasized luxurious, richly textured materials and a dark, dramatic color palette with jewel-tone accents, creating a sophisticated, opulent ambiance.
2. Material & Color Selection. Chose premium fabrics, including velvet, mohair, and double-faced cashmere, for warmth and depth, alongside textured leathers and buttery suedes. The color palette centered on dark hues (blacks, deep grays, browns) complemented by vibrant jewel tones like emerald green, sapphire blue, and burgundy, providing unexpected vibrancy and visual intrigue.
3. Venue Selection. Selected The Biblioteca Nazionale Braidense in Milan, renowned for its timeless, architectural beauty. The library's historical and dramatic atmosphere provided an ideal backdrop, aligning seamlessly with the theme's mystery and sophistication.
4. Set Design & Seating Arrangement. Crafted a layout that accentuated the venue’s architectural features while optimizing the audience’s viewing experience. The seating plan was designed to ensure an intimate setting, enhancing each guest's connection to the collection and allowing for an immersive experience of the theme.
5. Production and Guest Management. Collaborated with a leading production company to manage show logistics, model selection, and guest invitations. Ensured a curated guest list featuring top industry influencers, media, and key stakeholders to boost brand visibility and audience engagement.
6. Sustainability Initiatives. Integrated eco-conscious practices, including sustainable materials and local sourcing for show decor and lighting. Minimized environmental impact by working with suppliers committed to responsible production practices.
7. Financial Planning. Conducted a detailed cost breakdown to stay within budget, balancing luxury and sustainability without compromising the show’s creative vision.

Brand Impact: Enhanced Bottega Veneta’s brand image by showcasing the collection’s elegance in a venue that reinforced the theme, positioning the brand as a leader in luxury fashion.
Audience Engagement: Created an unforgettable, immersive experience for the audience, leaving a lasting impression and generating extensive media coverage.
Sustainability Leadership: Established Bottega Veneta as a fashion innovator with a commitment to sustainable practices, resonating with environmentally conscious audiences.
Cost Efficiency: Achieved the desired show impact while adhering to budget, showcasing effective resource management and strategic planning.

The proposal for Bottega Veneta's Fall/Winter 2025 fashion show, titled "Where Shadows Meet Shapes," aimed to embody the brand’s core values of sophistication, timeless elegance, and understated luxury. Centered around the theme "Enigmatic Elegance," the plan featured rich materials and a dark, jewel-toned color palette, set in the Biblioteca Nazionale Braidense to reflect Bottega Veneta’s respect for heritage and craftsmanship. Sustainable practices were integrated, aligning with the brand’s commitment to responsible luxury. Although unexecuted, the proposal captured Bottega Veneta’s ethos, blending modern elegance with sustainability and enhancing its reputation as a leader in refined, conscious fashion.