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The Legacy

Project in Collaboration with Salvatore Ferragamo

Project by:
Alejandra C. Bautista, Isha Rajkumar Khandelwal, Plamena Koleva Koseva, Mohammad Hazem Rezq, Guiomar Elvira De Mesa Salinas

Retail & Visual Merchandising Workshop

Increasing awareness of Salvatore Ferragamo as a luxury fashion brand.

The theme of this workshop was “Window displays: A strategy for visual communication connecting the on-line with the off-line.” Students were asked to develop proposals for the visualization and promotion of the A/W 2017 Collection for in-store and window displays. The goal was to increase customer awareness of Salvatore Ferragamo as a luxury fashion brand. Students:

  • Created a portrait of the Salvatore Ferragamo brand and a portrait of the target customer (target profile & moodboard)
  • Performed competitive benchmarking and best-practices analysis
  • Leveraged visual communication tools to better communicate the brand values of craftsmanship, material, luxury, exclusivity, and authenticity
  • Created display concepts to enhance customer engagement


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