Dolce Vita Avant-garde
A New Fresh Concept
As part of the Fashion Brand Management Workshop, the students of the Master in Fashion Management, Jahanvi Majithia, Maria Laura Oliveira and Yutaka Togawa developed a project named “Dolce Vita Avant-garde”.
After analysing the brand’s vision, core values, and overall strategy throughout the value chain, the students devised a rebranding strategy aimed at conveying a fresh concept of avant-garde for the brand while preserving its essential Italian identity. “Dolce Vita” thus reflects a state of well-being filled with beauty and pleasure, providing a unique foundation for innovation. This strategy unfolds in two phases, short-term and long-term, each with distinct action plans.
A New Fresh Concept
As part of the Fashion Brand Management Workshop, the students of the Master in Fashion Management, Jahanvi Majithia, Maria Laura Oliveira and Yutaka Togawa developed a project named “Dolce Vita Avant-garde”.
After analysing the brand’s vision, core values, and overall strategy throughout the value chain, the students devised a rebranding strategy aimed at conveying a fresh concept of avant-garde for the brand while preserving its essential Italian identity. “Dolce Vita” thus reflects a state of well-being filled with beauty and pleasure, providing a unique foundation for innovation. This strategy unfolds in two phases, short-term and long-term, each with distinct action plans.
Project Leader | Mentor
Gaya Calabrò
Project Authors
Jahanvi Majithia
Maria Laura Oliveira
Yutaka Togawa
In the short term, there is a plan to launch a campaign promoting an exclusive line of three perfumes designed by the renowned designer Alessandra Baldereschi. This campaign will offer a sensory experience within the store, allowing customers to choose from 10 different essences to create their own perfume. Simultaneously, the store layout will be rethought, and a new loyalty program will be introduced, emphasising sustainability and exclusivity concepts, though the launch is scheduled for a few months later.
The long-term strategy includes the “La mia dolce vita” campaign, featuring a series of short interactive videos/clips that explore the meaning of “dolce vita” for designers/artisans/perfumers through 10 questions, showcasing how innovation and avant-garde are reflected in their work. This will be followed by the launch of a new app and the relaunch of the store during the MFW of the spring/summer period in 2024/2025.
Through this action plan, characterised by an improved customer experience and a fresh perspective on sustainability, 10 Corso Como can solidify its position as a destination resonating with its target audience and remaining relevant in the retail world, contributing to shaping a new vision.
