Sustainable Innovations – A Fashion Brand Management Workshop in collaboration with Salvatore Ferragamo
Since May 2018 Domus Academy Master in Fashion Management students have worked on the Fashion Brand Management workshop together with the Salvatore Ferragamo team, the Project Leader Andrea Banfi and the Program Leader Kiran Vajpey.
The objective of the workshop was to analyse the market positioning of Ferragamo, especially in relation to their endeavours towards sustainability, and to develop a complete marketing and communication strategy with a focus on its sustainability initiatives (product and process).
The strategy had also to have a strong focus on product, identifying innovative solutions related to the shoes, bags and small leather goods offer.
At the end of the workshop, students have developed an analytical approach in conducting brand research and consumer trends, to foster a creative thought process when assessing core branding elements connected to luxury fashion brands, to develop compelling storytelling techniques in marketing & communicating concepts, ideas and analysis in a spoken, visual and written form.
To complete this prestigious experience, Domus Academy Fashion management students were invited at the Ferragamo headquarter in Florence to present their projects on Sustainable Innovation to Ferragamo staff.