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A case history about the development of the digital and social media communication for the luxury fashion brand Rossorame
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Case HistoryJuly 2010
CONTEXT
In 2004, Calceviva Design Studio was founded in Martina Franca by the stylist Bruno Simeone and the engineer Daniele Del Genio.
Martina Franca is a town situated in the region ofApulia, the heel of Italy. The town boasts a strongtradition in handcraft textile and in the tailoringindustry, especially for coats.
CALCEVIVA derives its naming from the quicklime,a compound of water and lime used to whitewashtipical rocky houses: TRULLI.
Rossorame is a luxury fashion brand designed byBruno Simeone and produced by Calceviva designStudio, since 2006.
HISTORYIn 2006, Rossorame was conceived like a knitwearproduct with a middle market price. In 2010, theproduct has been a completly restyle and repositioned by the founders of Calceviva Design Studio.The new approach was luxury market, both for International and domestic clients.
BRAND IDENTITY
Rossorame F/W 2006
Rossorame SS 2008
Repositioning: Rossorame F/W 2010-11
Rossorame SS 2011
ROSSORAME WOMAN
ROSSORAME WOMAN
Target age: 30/40 years old
Personality: sophisticated, sensual, self-confident, cultivated
WHAT FOUNDERS OF CALCEVIVA DESIGN STUDIO NEED:
• Analysis and definition of the new Rossorame brand identity
• Web Strategy
• New contents
• Visibility
SWOT ANALYSIS
STRENGHTS
•Uniqueness of the Rossorame conceptthanks to the context where it was born•Strong team spirit•Openness to new opportunities
WEAKNESSES
• Limited budget•Short time to plan•Only a retail store
OPPORTUNITIES
•to take advantage of hautecouture market and authenticity of Made in Italy•To use the potentiality of the web 2.0 promoting the brand image and spreading the brand reputation
THREATS
•Hand-crafted competitors both in the regional and the national context•Luxury brand known in the international market for the surplus value of Made in Italy
GOALS - CONTENTS• To create a brand storytelling after an interview with Bruno Simeone,Rossorame stylist
•To create contents for the concept of the F/W 2010-11 collection and fora press kit
• To value competitors for:
Product
Presence on the social web (blog, social networks)
Emotional storytelling
Importance of country’s origin
•To create brand awareness and customer engagement through the social web
SOCIAL WEB STRATEGY
Goals
•To stimulate word of mouth (buzz) and online conversation around the brand
•To build online brand reputation
•To inform customers about product
•To create brand awareness
SOCIAL WEB STRATEGY
CONTENTS FOR A PRESS KIT KEY WORDS FOR SMO (social mediaoptimization)
WORDPRESS BLOGTONE OF VOICE: elegance of the language and images
coherence with the brand identity
SOCIAL WEB STRATEGY
Blog sectionsInspirationsSketchsStill-lifeNews
Sharing buttons
SOCIAL WEB STRATEGY
OPPORTUNITIES
Identify web stakeholders:
•Fashion editors•Fashion journalist•Fashion blogger•E-commerce buyers•Fashion retailers•International agents•Film productions services
PUBLICATIONS
• A case study Rossorame has been published in the book “Beyond CRM. Customer• experience in the Digital Era. Strategies, best practices, scenarios in Fashion and Luxury. Coordinator and co-author Michela Ornati. Edited by Franco Angeli, 2011
www.oltreilcrm.com
Interviews about the book
Les Cahiers Fashion Marketinghttp://bit.ly/yge89b
Womarketing by Andrea Colaiannihttp://bit.ly/y3aiMu
Ninja Marketinghttp://bit.ly/yrgqrW