Alberta Ferretti is a strong woman that wants to vest strong women.

She is looking for the real concept of beauty, something that is inside everyone, that is far away from the general things and the general lifestyle.

It is a concept that brings you away, flying high in the sky.

The purpose of this analysis is to introduce and discover the whole world of one of the most talented designers of our days.

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Verbal DNA

Fairy TaleEnergetic

ProtagonistSelf Confident

SensibleMysteriousSeduction

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Fairy Tale

The fashion of Alberta Ferretti leaves around you a sense of charm and an allure of magic.

Everything reminds you something of a tale, with gorgeous princesses, mysterious places

and mythological creatures.

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Energetic

It is a Brand that communicates you energy. It is made for a modern woman that never stops,

she can do everything.

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Protagonist

The woman is the protagonist, in every aspect. The Brand shows us a strong woman that deeply knows her possibilities and that wants to be in the centre of the

spotlight, to feeling like a diva.

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Self Confident

These are glamour self-made women: they are totally independent and beautiful

at the same time. Their beauty is made of their opinions and of their ideas,

that dominate the general criticism.

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Sensible

Even if the image of the woman is strong and modern, the general storytelling is something, in a certain way,

soft and delicate. This passes trough the use of very light materials and

a communication that does not scream too much. Even the use of the Logo is very quiet.

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Mysterious

Sometimes the atmosphere ismysterious and enchanted,

this is made in order to capture the attention and to surprise the audience.

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Seduction

Seduction is the key point of all Alberta Ferretti’s work.

She shows us a sensual woman, never rude, that is beautiful for herself and nobody else.

This seduction is inspired by the beautiful actresses of the 50s and 60s.

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Non Verbal DNA

ChiffonNatural PatternsNatural MatterBright Colors

Geometric Graphic

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Chiffon

The use of chiffon is predominant in her work, it is the key that deeply represents it.

We can find this material in every single line,in all the collections,

with a lot of different applications.

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Natural Patterns

She takes inspiration from the nature. We can see that in the patterns and in the

details of the dresses. This elements recalls natural elements for

colors and shapes.

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Natural Matter

She also uses a lot of physical recalls to the Nature. Including leafs, feathers, fur

and insects in her dresses and accessories.

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Bright Colors

A strong use of very bright colors characterizes her work.

She uses colors without being afraid of them.

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Geometric Graphic

We can find a lot of graphic accents in the patterns, in the embroideries and even inside the store.

All of these accents recall geometric lines and their combinations.

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The lines of the brand are like the brunches of a three that rise to the sky, keeping high

the ideas and the values of the Brand.

The world of Alberta Ferretti

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The Strategic Design of Alberta Ferretti is “Pure Design”.The brand is focused on to the apperance and on the good quality.

There is not a very strong marketing action nor a great research for high technlogy. On the other hand there is an obsessive research for high-end craftsmanship.

The final goal is to produce a very beautiful and desiderable product that makes you feel well.

Strategic Design

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Brand System

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Alberta Ferretti is the main line of the brand.It has the same name of the fashion designer, and its dresses are the ones that mainly recall fairy tales. This line makes beautiful dresses in order to let every women feel beautiful. Everything brings you away from the reality, in a magical world where everything is possible. The top quality of the brand is in this line, with a very precise attention to the materials, that are not just a tool for the creation of the dress, but the principal means that allows the magic.

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Philosophy is the second and more affordable line of the brand. This line is dedicated to young and modern women, proud to be what they are. More linked to contingent trends, it is characterized by straight shapes and simpler colors.It is totally Ferretti but with a urban touch that suggests you a stronger independence.

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The third line is the “Bridal Forever”. Dedicated to bridal dresses and accessories. Even if it is focused on a specific topic, the line does not betray the DNA of the Brand. White colour dominates the collection, with shine fabrics such as silk, organza, chiffon and lace finely embroidered. The shapes alternate classic lines and the virtuosity of new cuts, with an almost sculptural flavor. There are bows, flowers, soft fabric belts that enhance the waist. To break the whiteness of the typical bride white, there is a touch of color: wisteria, cyclamen and red appear on the clothes, dedicated to the most imaginative and original brides.

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Brand Extensions

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In 2009 Alberta Ferretti launched her debut fragrance under arrangements with Elizabeth Arden and the collaboration of perfumer Sophie Labbé. The result scent was characterized with features notes of freesia, pink pepper, bergamot, sweet pea, ylang-ylang, Casablanca lily, patchouli and golden amber. What is interesting is the crystal bottle: with the very particular design on the bottom, it reminds you of the grandmas’s perfumes bottle and, most of all, reflects the light in a mystic game of colored stars.

Fragrances

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With a license agreement with Cutler and Gross Alberta Ferretti debuted in the eyewear production in 2012. The curved frames of the glasses are just the perfect continuum of Alberta’s idea of determined beauty, and behind the lenses there is the secret door for that magic world of enchantment in which she just want all the women to live in.

Eyewear

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Collaboration Projects

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In 2012 Alberta Ferretti created a capsule collection called “Impulse” for Macy’s. Inspired to the Italian style and to the Dolce Vita, it is a collection for summer time with strong colors and floral patterns for the “sensual woman that [is] joyfully elegant and unequivocally Italian”(cit. Alberta Ferretti)

Cobranding

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In 2011 Alberta Ferretti, with the collaboration of the English actress Emma Watson, created a capsule collection called “Pure Threads”. Inspired by 70s style, it was produced entirely in Italy using eco-friendly materials and techniques: the collection was available and sold exclusively in the on-line store.

Capsule Collection

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“Tribute to Fashion” is the name of a charity project of Coca Cola - with the collaboration of the City of Milan - that was realized for the region Abruzzo, that had been damaged by a huge earthquake. That project involved a lot of Italian fashion designers that for the occasion (re)designed the famous Contour bottle. Also Alberta Ferretti joined in to this project. Each bottle is dedicated to a particular feature of Alberta Ferrettis’s style. The bottles represent the main materials and looks in Alberta Ferretti’s work, like: chiffon, lace and velvet.

Benefical Projects

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Alberta Ferretti is one of the women who took part to the project “Wall of Dolls”. An installation which has be launched on the 21st of June, 2014 in Milan. A wall covered by different dolls customized by many important designers, writers and influencers: an idea to scream against the violence on women.

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Communication Tools

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Alberta Ferretti’s website is the mirror of her style. A light graphics with an essencial and funcional structure. It encloses all the lines of the brand. On the web site is possible to buy and search informations about the brand news and events.

Website

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She communicates a lot with the main social networks, showing a wise use of the modern communication technologies in order to spread her view of fashion.

Socials

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In Alberta Ferretti’s fashion-shows we can see the key point of all her being and thought. The core underneath the strong light are still the women. Quite often she have not used normal models for the shows, involving different persons: real women. The background is usually very simple, (except for some occasions) to don’t interfere with the beauty of the dresses. Another main feature is the choice of the music, always protagonist.

Fashion-Shows

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The use of the Logo is extremly light. We can see it only in the advertising campaigns and on the top of the stores. The font used is sanserif and discrete, it is the same for Alberta Ferretti and for Philosophy. That is extremly a consistent choice with the main features of the brand.

No Logo

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Alberta Ferretti’s stores conveys luxury retail through the use of lacquered steel panels and the use of light as a main part of the stores. The combined effect between the retail architecture and the collection gives the stores a sophisticated appeal. The general feeling is a minimalistic place, like a white canvas where the dresses are the main characters, that describe the different strokes.

Stores

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Brand Aesthetics

The main value of the Brand is to spread the beauty in the world. This beauty is something

that comes from within.It is just Pura Bellezza.

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The X-ray of Alberta Ferretti’s success in quality.

World trends in demand

Global purchasing act

Alberta Ferretti’s supply strategies

- request of excellence and uniqueness of style- product quality meets the price

- request of Made in Italy “Bellezza”

- unconditional attentions to the quality of materials and production- Made in Italy craftsmanship

- representation of the idea of Italian beauty

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Components of “Pura Bellezza” (Pure Beauty)

- attention to production quality

- use of craft skills for the realization of the products

- primary importance of the work and the thought of the fashion designer

- construction of a “maison” of style worldwide recognized

- guaranteed control of the origin of the materials by the company

- entirely Italian production

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Concept of AtelierThis is a real workshop of creativity. The Atelier of Alberta Ferretti is a forge of Bellezza. All the work of Alberta Ferretti is focused on the attention for the details. For example, we can see it in the extremely difficult and accurate embroideries of the dresses, that for the most of the time are hand made; in the use of the light in the communication creates a sense of drama; in the maniacal research for the best quality materials; in the position of the gowns in the stores, they are highligthing as jewels. The beauty is an ontological concept in Alberta Ferretti’s work.

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Pura Bellezza is the elevation of the general concept of Beauty.

It is not something related to the normal senses of the human being,

but it is its evolution to the trascendental stage.

This perception is able to let the mind open to all the different

sensations of the body.

The cult of beauty is the measure of the soul.

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Brand management projects

Even if the world of Alberta Ferretti is growing, not everything is consistent with the

Pura Bellezza value. In this chapter we will see new implementations

that could be able to improve the Brand.

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The general view of the website is quite basic, and not very consistent with the Pura Bellezza that characterizes Alberta Ferretti’s style.

Web Implementations

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Disadvantages:-The white color on the background flats all the screen, without highlighting anything inside, and the general sensation is confusing.

-The displays of the clothes is too plane, the risk is that it might seems too cheap.

-The use of two similar colors for the head line of the site is not a very clever move because the font is not so legible.

-There are no informations about the brand and the its values. Everything is concentrated to the selling: even the show of the celebrities the had worn Alberta Ferretti’s dresses is too strong and not so useful

Improvements:- The use of more color inside the website to create a hierarchical sense in it.

- A new graphic content for the online store that could show the products in a more elegant way.

-An implementation of the information inside the site, that can describe the style and the values of the brand.

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The most classic of the accessories for the most modern of the women: Hats.Hats are the perfect accessory in order to represents the style and the thought of Alberta Ferretti. She have already designed some hats in the pasts collection, without taking so much care. They appeared simple and not really elegant. But in this new collection, of five items in limited edition, there will be the representation of the spirit of Alberta Ferretti, taking inspiration from the most important features of the brand: feathers, nature and bright colors.

Limited Edition Collection

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A smart and wise move could be the collaboration between Alberta Ferretti and AnsaldoWorkshops, that is one of the most ancient workshop of Italy that works and produces costumes for the La Scala Opera Theatre in Milan.She could create, in collaboration with the artisans of the workshop, the costumes for the Prima at La Scala of the next season. The connection between the purity of the movements of the dancers and the ability of the designer to create magical garments could give the start to something wonderful. She is also so inspired by the world of dance that actually in some collections there are some references that can be already found.

Comarketing Strategies

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The world of Alberta Ferretti, is an enchanted world, made of light and fame.

It is like living in one of the most kind and delicate dreams.That kind of dream that is clear until you are still sleeping, but that

becomes indistinct with the morning lights.

Everything is gone, but it leaves on you a sense of sheer loveliness.

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Prof. Alberto CampagnoloBranding and Brand communication strategies

IED - Fashion Events and Public Relation2014/2015

Lucia De Vincentiis

Alberta Ferretti The values of the brand: an analysis