Sustainable Innovations – A Fashion Brand Management Workshop in Collaboration with Salvatore Ferragamo
Beginning in May 2018, Domus Academy’s Master in Fashion Management students been collaborated in the Fashion Brand Management workshop together with the Salvatore Ferragamo team, the project leader Andrea Banfi, and program leader Kiran Vajpey.
The workshop aimed to analyze the market position of Ferragamo in relation to their endeavors toward sustainability, and to develop a complete marketing and communication strategy with a focus on its sustainability initiatives (both product and process).
The strategy also needed to have a strong focus on product, identifying innovative solutions related to Ferragamo’s shoes, bags, and small leather goods.
During the workshop, students conducted brand research and consumer trends, assessed core branding elements connected to Ferragamo and other luxury fashion brands, and developed compelling storytelling techniques for marketing Ferragamo products and initiatives in spoken, visual, and written form.
To complete this prestigious opportunity, Fashion Management students were invited to the Ferragamo headquarters in Florence to present their projects on sustainable innovation to Ferragamo staff.
Due to this pandemic, Luliang Chen chose the photographer as the user of his project. Photographers need to frequently work outdoor, therefore functions and lifestyles need to change accordingly.