SCHIAPARELLI
AS MARKETING MANAGER - @ PACIFIC BRANDS
Brand Strategy / Repositioing, Brand Architecture, Product & Packaging Re-design, Creative Strategy, Art / Creative Direction, Marketing Campaign Strategy and Management / Creative Strategy: Design, Photography, LMFF Media Partner Launch Event, Print Advertising
Print Advertising
Re-invigorating an
ICON
The brand relaunch for Schiaparelli was based on a multitude of factors: including strategic market insight and thought leadership. Creating a multi tiered strategy for product positioning within 3 tiers.
Working closely with the official Schiaparelli European partners at the time as licensors whilst the Schiaparelli fashion line was dormant.
In a climate of market decline (pantyhose), the challenge was to re-invigorate the brand with a relevant positioning, grab market share and put the brand back on the map.
Creating a multi-tiered strategy for product positioning within 3 tiers - directing in-house teams and external agencies to a successful relaunch:
UNA BELEZZA - premium collection / mature demographic
PAPARAZZI - price-pointed to appeal to the everyday fashion-conscious professional.
SHOCKING - a signature boxed product featuring vintage illustrative design in Schiaparelli PINK. Designed to wear with a garter belt, for die-hard fans and new alike.
Print Advertising
Melbourne Fashion Festival
Media Launch Event - Sponsorship Management
Produced significant media coverage for the re-launch of Schiaparelli at Loreal Melbourne Fashion Festival. Secured coverage in page 2 tabloids, TV news, and magazine editorials, resulting in increased brand recognition, customer engagement, and sales.
