Students of the Master's Programme in Fashion & Luxury Brand Management at Istituto Marangoni Milano • The School of Fashion came to the end of the Mentorship Programme by Alessio Vannetti, Chief Brand Officer of Valentino, who rewarded the winners with a Valentino-style experience. 

The brief launched by Vannetti had as its main objective to rework Valentino's marketing and branding strategy by applying it to new markets. The students' strategy, therefore, was to start with a deep analysis of the countries involved, focusing on targets, positioning and current branding strategies. The most significant data that emerged from the research included a significant increase in male buyers and the spread of casual and athleisure styles. This led to proposals for strategies to improve the approach to the target market.

Niccolò Bianchini, Valeria Mora, Benedetta Tonelli, Julia Wheeler and Alfredo Yoshimoto Shima are the names of the five winners whose ambitious strategy and creativity impressed Mentor Alessio Vannetti. The group aimed to improve existing strategies without altering them but rather enhancing them. One of the central elements of their strategy was the emphasis on Valentino Essentials. 

The campaign proposed by the group included several activations: a collaboration between Valentino and We11Done for a capsule collection of 10 pieces for selected stores to create a unique and desirable image; the opening of a temporary store exclusively for men, with an exciting launch event called Boiler Room X Valentino: The Beat of Style; the opening of a gallery at the Leeum Museum of Arts to display some of Valentino's most iconic archival pieces and tell the brand's story; the creation of a web docu-series to tell the journey of the brand’s archival pieces from Rome to Seoul. Finally, to reach a younger audience and potential future customers, the group suggested developing a branded space on a virtual platform where users can create their own avatars dressed in Valentino apparel.

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Un post condiviso da Istituto Marangoni MI Fashion (@istitutomarangoni_milano)