Within the Fashion Buying / Retail / Digital Communication workshop, the students of the Master in Luxury Brand Management Barbara Sgarbi, Hanbyul Chung, Akshita Mehta, Andrea Estirado, Titir Sengupta and Wang Xing, came up with “Future Link”, the meeting point between Bally and tomorrow to reestablish a missing connection between Bally’s physical and digital worlds.
According to recent luxury market trends where more and more luxury brands are tapping into an “artification of luxury”, the students decided to increase brand awareness and improve customer experience by suggesting to Bally a category expansion into Tech Accessories. To do that, they created a permanent collection line in order to cater the brand’s existing consumers, then a fun limited edition capsule collection in collaboration with Swiss artist Anais Coulon with the intention of attracting a younger generation.
Within the Fashion Buying / Retail / Digital Communication workshop, the students of the Master in Luxury Brand Management Barbara Sgarbi, Hanbyul Chung, Akshita Mehta, Andrea Estirado, Titir Sengupta and Wang Xing, came up with “Future Link”, the meeting point between Bally and tomorrow to reestablish a missing connection between Bally’s physical and digital worlds.
According to recent luxury market trends where more and more luxury brands are tapping into an “artification of luxury”, the students decided to increase brand awareness and improve customer experience by suggesting to Bally a category expansion into Tech Accessories. To do that, they created a permanent collection line in order to cater the brand’s existing consumers, then a fun limited edition capsule collection in collaboration with Swiss artist Anais Coulon with the intention of attracting a younger generation.
Project Leader | Mentor
Peter Hamer
Andrea Banfi
Gabriela Moschini
Project Authors
Barbara Sgarbi
Hanbyul Chung
Akshita Mehta
Andrea Estirado
Titir Sengupta
Wang Xing
As for the visual merchandising strategy, they focused on elevating the overall shopping experience in Milan’s flagship store by developing a colourful and eye-catching window in contrast with timeless natural materials like wood, stone, or leather. In terms of experience, they introduced a custom-make service allowing customers to personalise products and emphasising the balance between craftsmanship and innovation. Finally, with an in-store photo booth and QR codes in window displays they offered an interactive shopping experience. As a result, they created an innovative and user-centric application skilfully integrating cutting-edge features; they planned an Instagram Campaign accompanied by the distribution of posters across most important locations (metro stations, bus stops etc.); by using QR codes and a captivating photo booth concept they have been able to augment brand loyalty, generating heightened interest and interaction.
Through this powerful brand promotion strategy, Bally became an epitome of excellence in the digital era, the era of “Future Links”.
