CLASS FASHION
Industry /
Fashion & Beauty
Reposition the fashion brand and make it irresistible to a new target audience through an original visual storytelling.
BRIEF
Class has been dressing Italian women with refined elegance for nearly twenty years. Today the brand wishes to rethink the philosophy behind its style and create a direct link between the brand and the most contemporary trends, without, however, distorting its identity. In short: redesign the Class woman.
SOLUTION
Following a first phase on strategy and positioning, we elaborated a campaign concept that recounts the brand’s new personality by following the modern woman’s daily routine. The storytelling shooting was later channelled through the web and social media.
TO BROADEN CLASS’S TARGET WE RECOUNTED DIVERSE EXPRESSIONS OF FEMININITY, ONE FOR EACH DIFFERENT TIME OF DAY.
An urban woman’s femininity can have many facets, and can be modelled according to individual commitments. The choice of an itinerant shooting in sofisticated locations and the complicity between the two models celebrates everyday life and reinvents the atmosphere surrounding the brand.
THE CLASS WOMAN BECOMES THE MANIFESTO OF AN INDEPENDENT FEMININITY THAT USES TIME AS AN INSTRUMENT FOR PERSONAL FULFILMENT.
AN EFFICIENT AND INCLUSIVE SOCIAL MEDIA MARKETING STRATEGY.
Social media channels have been used as a means of pulling on a new market segment. We created a new identity to communicate in a coordinated way across all channels. Following an initial storytelling phase we used sales tools to ensure products achieved wide visibility. Lastly, we implemented strategic campaigns geared towards promoting the brand’s retail activity.
IMPACT
35K
Hits on the video campaign
+33%
Paid post coverage (tripled)
+400%
Increase of the Instagram fan base
TEAM
Managing Director
Marco Venuti
Creative Executive Direction
Gioia Riccioni
Copywriter
Andrea Poggioli
Managing & Accounting
Silvia Bianchini
Photography
Erica Fava
Video Maker
Roberto Magnanini
Social Media Management
Roberto Magnanini
Set Design
Flavia Ballarin
WHAT WE DID
Art Direction
Concept
Set Design
Photography
Copywriting
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